合资车企反攻：先杀死自己，才能活下去

Core Viewpoint - The article discusses how joint ventures in the automotive industry are adapting to the rapidly changing Chinese market by adopting more flexible and aggressive strategies, particularly in the electric vehicle (EV) sector, to compete with new domestic brands [3][4][5]. Group 1: Market Changes and Responses - In April 2023, Nissan's global CEO and executive committee visited China to understand the significant changes in the automotive market over the past three years, particularly in the EV segment [3]. - The visit led to a strategic shift, allowing the Chinese team to take charge of product planning, development, and design, resulting in the successful launch of the Dongfeng Nissan N7, which achieved over 20,000 pre-orders in just 50 days [4][5]. - The article highlights that the past decade has seen the rise of domestic brands that have redefined consumer expectations for EVs, while joint ventures struggled to adapt to the new market dynamics [5]. Group 2: Pricing and Product Strategy - Joint ventures are now focusing on aggressive pricing strategies, with many new models priced significantly lower than previous generations, abandoning the old pricing models based on size and configuration [6][9]. - For instance, the Dongfeng Nissan N7 is priced between 119,900 and 149,900 yuan, which is lower than its gasoline counterpart, the Teana [6][7]. - The article notes that the simplification of configurations and the elimination of significant differences in powertrains have become common among new models, allowing for clearer differentiation based on features rather than performance [9][10]. Group 3: Empowerment of Local Teams - The article emphasizes the shift in decision-making power to local teams, allowing them to lead product development and pricing strategies, which has resulted in faster development cycles and more relevant products for the Chinese market [13][19]. - The establishment of local R&D centers by global automakers is highlighted as a key factor in this empowerment, enabling them to respond more effectively to local consumer demands [13][18]. - The article also mentions that the successful launch of models like the GAC Toyota iA3 and Dongfeng Nissan N7 demonstrates the effectiveness of this new approach, as they were developed with significant input from local teams [10][22]. Group 4: Competitive Landscape - The competitive landscape is shifting, with traditional fuel vehicles losing market share to EVs, leading joint ventures to adopt aggressive promotional strategies to maintain their market presence [21][20]. - The article notes that the market share of fuel vehicles has dropped from 94.1% in 2020 to 50.6% in early 2023, while joint venture brands have seen their market share decline from 61.6% to below 35% [21]. - The need for joint ventures to produce competitive EVs is underscored, as failing to do so could result in losing loyal customers to competitors [22][20]. Group 5: Future Outlook - The article suggests that the automotive market may be entering a new phase, akin to the "OPPO vivo moment" in the smartphone industry, where competition will focus on fundamental aspects such as cost control, channel efficiency, and supply chain integration [24][26]. - As the core technologies for EVs mature, the differentiation among products will become less pronounced, leading to a more intense competition based on traditional automotive strengths [25][26]. - The article concludes that both joint ventures and new car manufacturers must adapt to this evolving landscape to maintain their competitive edge in the market [26].