Once upon a time, the "joint venture independent" brand has sprung up in the domestic auto market, and it is unstoppable. It is called the "third pole" of the joint venture and independent brand. However, to this day, the joint venture's own brand has gradually faded out and is fully “marginalized”. What is the reason for the current industry form, and where is the future of “joint venture autonomy”?
Going high and low in 2008 In 2008, Guangqi Honda’s “idea” went public and launched the first shot of “joint venture independence”. After that, from SAIC-GM-Wuling "Baojun" to Dongfeng Honda "Siming", from Beijing Hyundai "First Look" to Shanghai Volkswagen "Tian Yue", from Dongfeng Nissan "Qichen" to FAW-Volkswagen "Carry", several years More than 10 “joint venture independent” brands have made a high-profile debut and become a new force in the market. It has been widely predicted in the industry that the future scale of joint venture brands will reach at least 2 million.
Strictly speaking, joint venture brands are not born for market competition, but are the products promoted by relevant government departments. With the development of China's automobile industry, the strategy of “market-for-technology” in the past 30 years has not been considered successful by the industry. The reason is that the number and market share of “foreign brands” are still much higher than their own brands.
As the relevant policy requirements are at the end of the “Twelfth Five-Year Plan” period, the sales volume of independent brands should reach 50% of the total domestic sales. After the statistics of relevant departments, it was found that relying on existing independent brands could not achieve the goal, so the joint venture was required to launch “autonomous” to achieve the goal.
At the same time, the relevant departments also stressed that “joint venture autonomy” is an important part of the development of China's auto industry. In terms of policy formulation, joint venture autonomy and independent brands will be treated equally. The development plan at that time clearly indicated that if auto companies want to increase vehicle projects, expand production capacity, and produce or invest in cars, they must meet the three conditions of Chinese brands, independent development, and new energy vehicles. In this way, the "joint venture autonomy" has become a "knock-knock" for joint ventures to apply for expansion and expansion, and they have fought desperately to the independent piles.
But unfortunately, the co-branded “high-opening” limelight seems to have just begun, and it has already shown signs of “low walking”. The problem is gradually exposed and sales are sluggish. Less than two years after its launch, the “idea” of Guangben has been reduced from nearly 4,500 vehicles per month to less than 1,000 vehicles. Since March this year, its output has even returned to zero. Dongfeng Honda “Siming” also sold from the initial monthly sales of 3,000 vehicles to less than 200 vehicles, and since April, Siming also stopped production. Nowadays, brands such as “Si Ming”, “Lang Shi” and “Leading” have rarely mentioned that “joint venture autonomy” has lost ground in the big waves of the market. After the carnival of self-owned brands, some have been quiet, some are still in the midst of difficulties, and people are embarrassed.
It is understood that there are three paths for joint venture branded products. One is to introduce the old platform of joint venture brand for secondary development, and then to seek independent research and development; the second is to aim at new energy vehicles, which are led by foreign investment; Local brand products. In the first two ways, new brands need to be established, and then new developments and channels are needed.
Judging from the current situation, most joint venture companies still choose the first route. Although the old platform has been introduced to produce products, it has not carried out independent research and development, or the research and development capabilities are not enough, which directly leads to the old products. Lack of sustained competitiveness.

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