· Multinational giants expand production in China to strengthen family product strategy

The process of rebuilding the global auto industry has been accelerating in China.
Recently, the third phase of Shanghai GM Beisheng Plant was officially put into operation, which means that Shanghai GM's production capacity in the old industrial area in Northeast China has increased to 500,000 units. Shortly before the third phase of the Beisheng plant was put into production, the second phase of the Shanghai General Wuhan plant was officially approved.
The reporter learned that since the beginning of this year, GM, Volkswagen, Hyundai and other multinational companies are planning to increase new production capacity in China. With the further expansion of production capacity, the product lines of these brand joint ventures in China are now further enriched. Among them, GM, Volkswagen, Hyundai and other brands tend to strengthen the family product strategy and strengthen the penetration of their models into the market segments.
Recently, Shanghai GM announced that the third phase of the Beisheng plant has been officially put into operation, with a total investment of 7 billion yuan. It can accommodate 5 platforms and 5 models at the same time, with an annual production capacity of 300,000 vehicles and 450,000 units. engine. Among them, the new Cruze, which has just been listed, has settled in the third phase of the Beisheng Plant. The 1.4T and 1.5L engines on the new Cruze will also be mass-produced in the new plant.
Chen Hong, chairman of SAIC, told reporters: "With the third phase of the project put into operation, Shanghai GM Beisheng factory will form two brands, Buick and Chevrolet, GL8, Copac, old Cruze, New Cruze, GL8 commercial car, GL8 luxury The production capacity of six commercial vehicles, Copaci, old Cruze, Cruze, and New Cruze will add strength to Shanghai GM's continued market advantage."
Prior to this, the second phase of the Shanghai General Motors Wuhan Plant was officially approved. It is reported that the project will invest 7.5 billion yuan, and the capacity of 360,000 vehicles will be added after completion. By then, Shanghai GM Wuhan base capacity will also increase to 660,000 units. At the same time, the construction of the second phase of the engine of Shanghai General Motors Wuhan Plant has also entered the preparatory stage. The project will invest 3.978 billion yuan and will launch 1.0T and 1.2L engines in the future.
Just before the Shanghai General Capacity Expansion project was exposed, its competitors FAW-Volkswagen and Shanghai Volkswagen also disclosed their capacity expansion plans.
In early May, FAW-Volkswagen announced that the second phase of the Foshan plant was officially laid, with an additional capacity of 300,000 units. At the end of May, Shanghai Volkswagen and the Ningbo Municipal People's Government signed an agreement to add 300,000 cars and 100,000 commercial vehicles to the Ningbo plant, which will be put into operation in early 2016.
In July, during the German Chancellor Merkel's visit to China, Volkswagen AG signed a joint statement on the establishment of a new production base for FAW-Volkswagen in Beijing. FAW-Volkswagen will build two new production bases in Qingdao and Tianjin.
While the first-tier joint venture car companies accelerated capacity expansion, other car joint ventures did not slow down. At the beginning of this year, the third plant of Dongfeng Yueda Kia (microblogging) was officially put into operation. The first phase of production capacity was 200,000 units, which is expected to be reached in the first half of 2014. By 2015, 300,000 units will be produced. Subsequently, some Korean media reported that Beijing Hyundai's fourth and fifth factories are expected to start at the same time, and its production capacity is expected to increase by more than 50% from the current 1.1 million units.
Strengthening the family product strategy While the joint venture car enterprise accelerates the expansion of production, the product strategy is also adjusted. Since last year, many companies have begun to emulate the "family-type spectrum" product strategy of Korean cars, that is, relying on one product platform to launch a variety of models, or to achieve two-generation or even three-generation models in the same hall to form a product family.
After Beijing Hyundai launched the three-generation models of Elantra, Elantra and Langdong, and launched the A-class car market, the famous map of the same platform with Sonata 8 was officially launched last year. The two brother models jointly attacked the B-class car market.
This year's Korean cars have a good performance in the B-class and A-class markets. In the first seven months, the Korean A-Class sold a total of 390,000 vehicles, a year-on-year increase of 7.38%, which was second only to the US cars. In the first seven months, the B-Class sold a total of 148,100 units, a year-on-year increase of 44.5%, making it the highest growth rate in the B-class market.
Volkswagen and GM also strengthen similar product strategies. After the listing of the new LaVida last year, Shanghai Volkswagen launched a "family-based" product offensive, including the hatchback version of the Langxing, cross-border version of the Lang Mirror and other products, the "LaVida family" has reached six models.
Recently, Shanghai GM revealed that after the listing of the new Cruze, the old Cruze will not delist, forming new and old models to sell in the same hall.
The analysis believes that the “family-based” product strategy needs more capacity to support, which has become an important reason for the accelerated expansion of joint venture car companies.

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