以下文章来源于和讯商业 ，作者徐帅 和讯商业 . 商业世界的故事、逻辑、认知。由"和讯商业"团队出品。 7月17日晚，中国越野车市迎来一场"三英会"。 搭载全栈华为智能 的硬派越野 SUV 东风猛士 M817 开启预售，长城汽车正式发布 2026 款哈弗大 狗，主 打泛越野新能源的沃尔沃 EX30 Cross Country 也在同一天于中国上市。 无论是实打实的硬核越野，还是主打 "越野风味"的城市 SUV ，都宣告着越野已经从一个小众游戏 蜕变 为热门赛道。 但这样的越野盛世和 广汽菲克 无关了。 上周，长沙中院的一纸破产裁定书，终于 在法律层面 为这个在市场上沉寂已久、名存实亡的合资品 牌， 送去了 那张埋葬许可证。 从兴致勃勃来到中国，到默默退出中国车市，广汽菲克 " 享年 " 15 岁。 像 Jeep 这样的全球性汽车品牌，漫长历史与文化积淀构成的 "品牌滤镜"是它们的护身符，可以在 企业陷入困境时撑起调整所需要的空间和时间。 即便是当下的车市乱纪元，陷入迷茫期的合资品牌并不少，但大多数企业，即使被淘汰，也有一个比 较漫长的衰退过程，可以见到明显的挣扎痕迹。像广汽菲克这种 从年销 22 万辆的巅峰骤 ...

Core Viewpoint - Chrysler has faced continuous struggles and instability since its inception, marked by a series of unsuccessful mergers and acquisitions, leading to its eventual bankruptcy and the formation of the joint venture with GAC, which ultimately failed [2][3][15]. Group 1: Historical Context - Chrysler became the third-largest company in the U.S. automotive industry after acquiring Dodge and Plymouth in 1928, with an annual production exceeding 1 million vehicles [2]. - The merger with Daimler-Benz in the late 1990s, forming DaimlerChrysler, was initially seen as a strategic move but ended in failure, leading to Chrysler being sold to Cerberus for $7.4 billion in 2007, a significant drop from the $36 billion paid by Daimler just nine years earlier [2][3]. - Fiat gradually acquired Chrysler, achieving a 52% stake by 2011 and full ownership by 2014, resulting in the establishment of Fiat Chrysler Automobiles (FCA) [3]. Group 2: Management Style and Culture - Chrysler's management has been characterized by a strong, authoritarian style, with leaders like Lee Iacocca and Sergio Marchionne known for making drastic decisions, including significant layoffs [4][5]. - This high-pressure environment has led to a culture of blame-shifting and dishonesty, where employees felt compelled to manipulate data to meet management's expectations [6][7]. - The company's internal communication issues were highlighted during the Jeep Cherokee oil leak incident, where the response was slow and ineffective, reflecting a lack of proactive management [8][10]. Group 3: Dealer Dynamics - The dealer network for GAC FCA (广菲克) consisted of three types: import Jeep dealers, newly recruited dealers, and legacy Fiat dealers, each with varying levels of trust and performance [12]. - The complexity of managing these diverse dealer types contributed to the challenges faced by GAC FCA, as dealers with import experience were more successful compared to those without [12]. - The lack of effective communication and coordination among dealers led to a decline in sales and market responsiveness, exacerbating the company's struggles [9][11]. Group 4: Joint Venture and Market Strategy - The joint venture between FCA and GAC aimed to leverage the strengths of both companies but ultimately failed to deliver the expected results, leading to FCA's bankruptcy filing in 2022 [14][15]. - GAC's initial approach was to learn from FCA's marketing strategies, but the cultural differences and management styles created friction, resulting in ineffective collaboration [13][14]. - The dissolution of the joint venture has prompted FCA to reconsider its strategy in the Chinese market, potentially shifting focus to importing vehicles rather than local production [15].

Core Viewpoint - The decline of JEEP's sales is attributed to quality issues, market pressure, and a failure to adapt to the Chinese market dynamics, leading to a loss of competitive edge against mainstream competitors [2][3][4][6][11]. Group 1: Quality Issues and Market Pressure - JEEP's sales began to decline significantly after the quality issues with the JEEP Cherokee emerged in 2018, which led to high inventory levels and dealer reluctance to continue sales [2][3]. - The quality problem, particularly oil leaks, became a major setback for JEEP, exacerbated by internal conflicts and a lack of effective resolution strategies [3][4]. - The overwhelming market pressure from competitors and the inability to address these quality issues contributed to a negative perception of the brand [3][4][10]. Group 2: Market Dynamics and Strategic Misalignment - JEEP's heavy reliance on the North American market, which accounted for over 75% of its global sales, limited its responsiveness to the rapidly evolving Chinese market [4][6]. - The brand's product planning was primarily driven by North American preferences, neglecting the specific demands of Chinese consumers, which led to a disconnect in market strategy [4][6][11]. - As mainstream competitors like Volkswagen and Toyota began to dominate the SUV market in China, JEEP struggled to maintain its position, resulting in a vicious cycle of declining sales and reduced influence [6][7][11]. Group 3: Brand Positioning and Consumer Perception - JEEP's attempt to reposition itself in the market by lowering its brand image to appeal to mainstream consumers backfired, as it failed to resonate with the target audience [9][10]. - The brand's historical image as a high-end, off-road vehicle was undermined by its efforts to cater to a broader market, leading to confusion among consumers about its identity [9][11]. - Despite attempts to reclaim its identity with marketing slogans, JEEP's brand equity diminished as it lost its unique selling propositions in a crowded SUV market [11][12]. Group 4: Lessons Learned - The case of JEEP highlights the importance of tailored product strategies that align with local market dynamics rather than relying on historical brand strength [12][14]. - A successful brand must maintain its core values and adapt to changing consumer perceptions, rather than attempting to redefine itself in ways that may alienate its existing customer base [12][15]. - The experience of JEEP serves as a cautionary tale for international brands in rapidly evolving markets, emphasizing the need for agility and responsiveness to consumer needs [12][15].

Core Viewpoint - The bankruptcy of GAC Fiat Chrysler (广汽菲克) symbolizes the decline of joint venture car companies in China, highlighting the challenges they face against the rise of domestic brands and the need for transformation in the automotive industry [4][9][38]. Group 1: Company Overview - GAC Fiat Chrysler, known for its Jeep brand, was once a leading player in the SUV market, achieving peak sales of 222,000 units in 2017 [6][19]. - The company has now declared bankruptcy, with assets of 3.894 billion yuan and debts of 8.123 billion yuan, leading to a liquidation value of only 1.915 billion yuan [5][34]. Group 2: Sales Decline - Sales dramatically declined from 222,000 units in 2017 to less than 2,000 units in 2022, marking a steep drop in market presence [7][24]. - The decline began with a product quality crisis in 2018, which saw sales plummet to 125,000 units, followed by further decreases in subsequent years [24][25]. Group 3: Internal and External Challenges - Internal issues, such as delayed responses to product quality problems and mismanagement of brand positioning, contributed to the company's downfall [21][28]. - The failure to adapt to the electric vehicle market and the lack of significant new energy models over the past decade further exacerbated the situation [30][31]. Group 4: Industry Context - The bankruptcy of GAC Fiat Chrysler reflects a broader trend of joint venture car companies struggling to compete with rapidly growing domestic brands in China [9][43]. - The market share of mainstream joint ventures is projected to decline from 51.1% in 2020 to 27.5% by 2024, indicating a significant shift in the automotive landscape [43]. Group 5: Future Outlook - The decline of GAC Fiat Chrysler is not an isolated incident but part of a larger pattern affecting joint venture car companies, many of which are seeking partnerships with domestic firms to survive [45][46]. - The automotive industry is witnessing a transformation, with joint ventures needing to innovate and adapt to remain relevant in a competitive market [38][42].

Core Viewpoint - The official announcement of the bankruptcy of GAC Fiat Chrysler (广汽菲克) marks the end of the only joint venture for the Jeep brand in China, reflecting the challenges faced by joint venture car manufacturers amid industry transformation [1][3]. Group 1: Company Overview - GAC Fiat Chrysler was established in 2010, initially underperforming until the Jeep brand was introduced in 2015, capitalizing on the booming SUV market in China [8]. - The peak sales were reached in 2017 with over 222,000 units sold, driven by a strong product strategy that included models like the Cherokee and Renegade [7][8]. Group 2: Decline Factors - The turning point for GAC Fiat Chrysler occurred in 2018 when quality issues, particularly the "burning oil" problem, were exposed, leading to a significant drop in sales to 125,200 units [9][10]. - From 2019 to 2022, sales continued to decline sharply, with figures dropping to 73,900 units, 40,500 units, 20,100 units, and just 1,862 units respectively [10]. Group 3: Internal Challenges - Internal conflicts between Stellantis and GAC led to management instability, with key leadership changes exacerbating operational issues [12]. - The company's failure to adapt to the electric and intelligent vehicle trends resulted in missed opportunities, as 90% of R&D resources were allocated to traditional fuel vehicles [13][14]. Group 4: Industry Context - The bankruptcy of GAC Fiat Chrysler symbolizes a broader shift in the automotive industry, where traditional fuel vehicle dominance is waning as domestic brands capture over 70% of the market share [14]. - The transition to electric and intelligent vehicles is reshaping competitive dynamics, with foreign brands needing to innovate and adapt to survive [15].

以下文章来源于融中财经 ，作者吕敬之 融中财经 . 中国领先的股权投资与产业投资媒体平台。聚焦报道中国新经济发展和创新投资全产业链。通过全媒体资讯平台、品牌活动、研究服务、专家咨询、投资 顾问等业务，为政府、企业、投资机构提供一站式专业服务。 合资车企，何去何从。 文 ｜ 吕敬之 编辑 ｜ 吾人 来源｜ 融中财经（ID：thecapital） 封面来源 ｜ 视觉中国 五次拍卖无人举牌，当工厂沦为"烫手山芋"的瞬间，广汽菲克的故事被盖上了最后一枚破产印章。从年销 22 万辆的"合资黑马"到负债清算，这家承载着 很多中国男人"吉普情怀"的车企，用十余年走完了一条典型的合资车企兴衰路。 当首辆国产 Jeep 自由光驶下生产线时，广汽菲克绝不会想到，巅峰与深渊仅一墙之隔，当年广汽菲克风光无两，创造年销 22 万辆的好成绩，那句 slogan "不是所有吉普都叫 Jeep "也一直被后续品牌模仿延用。但高光转瞬即逝： 2018 年起销量断崖式下跌甚至几乎腰斩，产品迭代迟缓、电动化布局缺位、本 土化战略摇摆，叠加烧机油等顽疾引发的信任崩塌，让情怀最终败给了现实。 广汽菲克的身后，合资车企的寒冬早已蔓延。广汽三菱停产、法系 ...

Core Viewpoint - The bankruptcy of GAC Fiat Chrysler (GAC FCA) highlights the challenges faced by joint venture car manufacturers in China, emphasizing the need for adaptation to local market demands and the rapid evolution of the automotive industry [2][3][4]. Group 1: Bankruptcy Announcement - GAC FCA has been declared bankrupt by the Changsha Intermediate People's Court due to the lack of restructuring possibilities, following multiple failed asset auctions [4][5]. - The company, once a "joint venture dark horse" with annual sales of 220,000 vehicles, has seen a dramatic decline in performance since 2018, leading to its eventual bankruptcy [2][6]. Group 2: Sales Decline and Market Challenges - GAC FCA's sales plummeted from 125,200 vehicles in 2018 to just 1,861 vehicles in 2022, reflecting a nearly halved performance each year [6][12]. - The joint venture's struggles are indicative of a broader trend among joint venture car manufacturers, with market share for these brands dropping from 50% five years ago to 27.5% [3][14]. Group 3: Factors Contributing to Decline - Key issues include slow product iteration, lack of electric vehicle (EV) strategy, and failure to adapt to local consumer preferences, leading to a loss of consumer trust [2][10][12]. - GAC FCA's inability to keep pace with the rapid development of domestic brands and the shift towards electric and smart vehicles has further exacerbated its decline [10][14]. Group 4: Industry Implications - The bankruptcy serves as a warning for other joint venture car manufacturers, emphasizing the urgent need for transformation and local market responsiveness [3][14]. - The overall automotive market in China is increasingly competitive, with domestic brands rapidly gaining market share through innovation and better alignment with consumer needs [14][15]. Group 5: Future Directions for Joint Ventures - Joint venture car manufacturers are recognizing the necessity to enhance local R&D capabilities and adapt to the fast-changing market landscape [15][16]. - There is a shift from a model of importing global vehicles to developing products tailored for the Chinese market, with an emphasis on collaboration with local tech companies [16][17].

Core Viewpoint - The announcement of the bankruptcy of GAC Fiat Chrysler (广汽菲克) marks the end of the domestic Jeep era in China, leading to the discontinuation of models such as the Commander, Compass, and Cherokee, reflecting the decline of joint venture car manufacturers in the face of rising domestic brands and new energy vehicle makers [1][2]. Group 1: Historical Context of Jeep in China - Jeep entered the Chinese market in 1983 through a partnership with Beijing Automotive Manufacturing Factory, initially producing the Cherokee and some Mitsubishi models [5]. - In 2010, GAC Group and Stellantis (formerly Fiat Chrysler) established a joint venture, GAC Fiat, with a total investment of approximately 17 billion yuan, leading to the localization of Jeep models [5]. - Jeep's peak sales in China occurred in 2017, with a record of 222,000 units sold, marking it as a dominant player in the SUV market [2][5]. Group 2: Decline of GAC Fiat Chrysler - Starting in 2018, Jeep faced significant challenges, including quality issues such as excessive oil consumption, leading to a decline in consumer trust and sales [8][10]. - Sales plummeted from 125,200 units in 2018 to just 2,010 units in 2021, making GAC Fiat the car manufacturer with the largest sales decline within GAC Group [10]. - By 2022, GAC Fiat's net assets had dropped to -331 million yuan, indicating insolvency, and despite attempts to secure additional funding, the financial situation remained dire [10][11]. Group 3: Broader Implications for Joint Venture Car Manufacturers - The fate of GAC Fiat Chrysler reflects the broader struggles of joint venture car manufacturers in China, as they face increasing competition from domestic electric vehicle brands [14][16]. - The market share of mainstream joint venture brands in China fell below 50% for the first time in 2023, while domestic new energy vehicle market share surged from 16% to 56% [16]. - The transition from traditional fuel vehicles to electric vehicles signifies a major shift in the automotive landscape, with GAC Fiat's assets being repurposed for electric vehicle production [17].

国产J e e p时代远去。 一声叹息。 作者 I 杨文静 报道 I 投资界PEdaily 这意味着，国产J e e p旗下的大指挥官、指南者、自由光、自由侠等车型都将停产。再也没有国产J e e p了，多少硬汉流下热泪。 本周，J e e p品牌广汽菲克管理人发布公告——因广汽菲克公司已无重整可能，经债权人委员会讨论，管理人已经申请长沙中院裁定宣 告广汽菲克公司破产。至此，国产J e e p划上句号。 在外界的印象中，J e e p车身上总是带着挥之不去的冒险开创精神，有着一股征服的野性和快感，殊不知这一款车就是在硝烟和战火中 诞生。 " 1941年，在二战动荡和战火中诞生的象征人类无畏精神和创造力的伟大图腾，J e e p——SUV开山鼻祖，迄今已有82年历史。"打开 J e e p官网，这段简介最先映入眼帘。 时间回到二战期间，当年卷入战争的美军向1 35家汽车制造商发出招标通知，寻求一款耐用度高、轻量化、好操作、可信赖及灵活的车 型，班塔姆（Ba nt am）所提交的设计构想被选中，此后加以综合改良，推出了第一款军用J e e p车。从此，J e e p登上历史舞台。 那段时间里，约有60万辆J e ...

Core Viewpoint - The bankruptcy of GAC Fiat Chrysler (广汽菲克) marks the end of an era for Jeep in China, but it also represents a new beginning for the brand as it shifts to a more agile and focused operational model, emphasizing imported vehicles and customer service [1][2][3]. Group 1: Impact of Bankruptcy - GAC Fiat Chrysler's bankruptcy does not directly affect the Jeep brand, as the brand continues to operate independently with a focus on imported models [2][3]. - The bankruptcy leaves nearly 800,000 domestic Jeep owners without after-sales support, creating a significant challenge for the brand [2]. Group 2: Brand Responsibility - Stellantis, Jeep's parent company, has stepped in to provide after-sales service for affected Jeep owners, demonstrating a commitment to customer care and brand responsibility [3]. - Stellantis has initiated a "parts rescue operation" to ensure continuity of service for Jeep owners, contrasting with the struggles faced by other new entrants in the market [3]. Group 3: New Operational Model - Jeep is transitioning to a "light asset" model, focusing on imported vehicles like the Wrangler, Gladiator, and Grand Cherokee 4xe, which enhances brand vitality and market responsiveness [4][5]. - The new model allows Jeep to streamline decision-making processes and quickly adapt to market changes, including the introduction of special edition models [4][5]. Group 4: Sales Performance - Jeep's sales have shown resilience, with a 97% year-on-year increase in June 2025, marking the highest sales in nearly a year [6]. - Overall retail sales for Jeep in the first half of 2025 increased by 15% compared to the second half of 2024, indicating strong market adaptability and growth potential [6]. Group 5: Competitive Position - The growing off-road culture in China provides a favorable environment for Jeep's revival, despite increasing competition from new brands like Tank and Equation Leopard [7]. - Jeep's historical legacy and unique off-road capabilities create a competitive barrier that new entrants struggle to overcome [7][8]. Group 6: Product Quality and Brand Loyalty - Jeep's vehicles, particularly the Wrangler, have demonstrated high durability and reliability, with 80% of the 5 million units sold still on the road [8]. - Jeep ranks first among American brands in terms of resale value, with a three-year retention rate of 51.77%, reinforcing consumer trust [8]. Group 7: Customer Engagement - Jeep is building a robust off-road ecosystem through initiatives like the "China Off-Road Roadbook" and community events, enhancing customer relationships beyond mere transactions [9]. - Recent activities, including media events and customer engagement campaigns, reflect Jeep's commitment to fostering a loyal customer base [9].