Recently, some media reported that due to the cold sales of new cars, Brilliance Auto plans to sell its own high-end MPV brand Huaying Automobile. On October 11, the "Securities Daily" reporter learned from the relevant personnel of Brilliance Auto that it was not true that Hua Wei was packaged and sold. The joint venture between Brilliance and Renault is currently discussing whether to merge Huasheng into the previous cooperation project.

The above-mentioned people also said that the recent reports on Hua Tuo were somewhat inexplicable. "After the completion of the trading of the Brilliance Reynolds, the three major brands of Jinbei, Huaying and Renault will be produced and sold. Therefore, there is no such thing as a package sale of Huaying brand and Jinbei brand."

In addition, when talking about the sales performance of the Huaying brand, he said that the market positioning and sales model of Xinhua 颂7 is different from that of private-end vehicles, which is mainly based on the purchase and rental of the company's major customers. Secondly, the products are in the process. In the update, the sales of the old models are not representative. It is worth mentioning that, according to reliable sources, both Brilliance and Renault will have a heavy news announcement in December this year.

Huaying package sale news is not true

Both sides are accelerating the project landing

On July 5 this year, Brilliance China announced that it would sell its 49% equity interest in Shenyang Huachen Jinbei Automobile Co., Ltd. to Renault at a price of 1 yuan. After the transaction is completed, Shenyang Huachen Jinbei Automobile Co., Ltd. will become a joint venture company, introducing Renault light commercial vehicle brand and producing new Jinbei models developed using Renault technology. Brilliance China will still hold a 51% stake in Brilliance Jinbei, and will jointly manage Brilliance Jinbei with Renault in the future.

According to the insider of Brilliance Group, the reporter of Securities Daily revealed that the target company of the transaction is Shenyang Huachen Jinbei Automobile Co., Ltd. After the transaction is completed, Shenyang Huachen Jinbei Automobile Co., Ltd. will produce and sell the three brands of Jinbei, Huaying and Renault. Products, so "Huawei brand does not exist with the Jinbei brand packaged for sale."

In addition, the person responded to the sales performance of the Huaying brand. In fact, since the establishment of the brand in 2015, more than two years in the Chinatown, only Huayan 7 models have entered the market. The performance of this high-end business positioning MPV after the listing is always on the edge.

According to the data, in 2016, the total sales volume of Huajing 7 was only 4,500 units. Of the 2,200 vehicles sold in the first eight months of this year, 2002 were from June. In January-May, 181 units were sold, and in July, 17 units were sold, and in August, sales were zero.

In September, Hua Tuo 7 finally ushered in a change. After the remodeling, the price of 237,700-28.77 and the old model remained unchanged. However, the new car just suffered from the listing. According to media reports, in order to alleviate the financial pressure brought by the slow-moving sales of the models, the dealers stopped buying new cars in just a few days. Take Beijing as an example. Many Huarong dealers do not even have a show car. Only a small number of 2015 test drives are kept. The only way for consumers to test drive a new model is to buy one.

In this regard, Brilliance insiders in an interview with the "Securities Daily" reporter said that the Xinhua 颂 7 market positioning is different from private car purchases, mainly based on the Group's major customers procurement and rental company vehicles. In addition, as the Group's major events and the redesigned products are in the process of upgrading, it is not objective for individual media to use old data to judge the sales of new models.

In fact, Chairman of the Board of Directors of Huachen Group, Yu Yumin, has made a statement. Huachen Automobile is currently in a critical period of transformation and upgrading. "At this time, what we are looking at is the qualitative change, not the sales figures. Brilliance is not impossible, but is growing up."

He also said, "Brilliance is very thin, other companies can't afford it. If we have a product that fails to develop, it might turn Huachen forever."

Renault wants the future

Gold Cup turning over the prospects

Although Huaying 7 once marked the SAIC-GM Buick GL8 and Guangqi Honda Odyssey claimed to be a high-end commercial vehicle brand, due to long-term borrowing of the sales channels of Brilliance Jinbei and Brilliance China, the service was backward and the competitiveness was lacking. At present, Brilliance Auto, whose own ability is insufficient, is trying to rely on external forces to seek a breakthrough.

Some analysts said that the lack of new technology, the Brilliance Jinbei and Renault, which is eager to expand the Chinese market, will achieve a win-win situation.

In fact, Brilliance Jinbei had previously “held” Toyota “Thighs” and cut into the Chinese light commercial vehicle market through technology transfer. It has launched models such as Sea Lion and Ge Ruisi, and has long occupied the top spot in the domestic light commercial vehicle market. However, with the upgrade of consumption, the low-end light passenger market is gradually shrinking, and the high-end light passenger market is welcoming the development. Jinbei and Toyota's technology introduction has not been new, and missed the opportunity of the future.

Wu Xiaoan, Chairman of the Board of Directors of Brilliance Automotive, once said: “The increase in losses was mainly due to the lack of new models and the unsatisfactory sales of independent brands.” Everyone knows that the light commercial vehicles of Brilliance Jinbei can be developed and originally signed with Toyota. The agreement, the last time the parties signed the relevant technology agreement will be traced back to 2003. This has made Jinbei Automobile unable to form a better model development capability.

In contrast, Renault, despite its achievements in the commercial vehicle sector, ranked first in the European market last year, accounting for nearly 20% of the share, but the development of the Chinese market is still less than expected. It is understood that Renault has previously sought Dongfeng Motors (600006, shares it) to discuss light business cooperation, but the latter did not show interest, so turned to find Brilliance Jinbei.

On the one hand, the other side of the "Ganlin" is "long drought", and after the encounter, it is natural to hit it off. On September 15th, Brilliance China announced that on October 20th, Brilliance China will hold a special shareholders meeting, mainly for the change of Huachen Jinbei's equity in Brilliance China, and seek shareholder approval. Then on September 25, Yu Yumin was in Shenyang, Liaoning. Received Renault-Nissan-Mitsubishi Group Chairman and CEO Carlos Ghosn and his team to discuss the acceleration of project progress and deepening joint venture cooperation. Ghosn "satisfied" Xinhuan 7 as a hospitality car and expressed confidence in future cooperation.

The above analysts said that it is highly probable that Huachen Automobile will continue to stay in the joint venture company and participate in the joint venture project of Huachen Renault. If Huasheng can participate in the Huachen Renault joint venture project and share the technology of foreign Renault, it will be of great help to the future development of Huaying brand.

According to a person close to Brilliance Auto told the "Securities Daily" reporter that the current automobile market has seen a "five-seat seven-seat" consumption trend, and the future commercial vehicles will become a new growth point in China's auto market. As an outstanding representative of European business models, Renault has reason to believe that Brilliance will make great changes in its product strength and brand power after cooperation with it.

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