Speaking of the brand Dongfeng Yulon , I believe many people will still think of the big 7SUV under Dongfeng Yulon. Indeed, in the second year of Dongfeng Yulon's establishment, it launched its first model, the Da 7 SUV. In addition, at that time, high-selling SUV models such as the Haval , Trumpchi , and Geely had not yet appeared, so Dongfeng There are not many competitors of Yulong Da 7 SUV, so it has left a good impression in people's minds.
The main reason for the sluggish quality and after-sales or sales volume
With the background of Taiwan’s largest car company and the endorsement of Jay Chou, many consumers thought that Dongfeng Yulon might set off a storm in the domestic auto market. But what is unexpected is that the sales performance of Dongfeng Yulon has always been tepid. In 2015, the sales volume was the highest, and it was only 60,400 vehicles. Since then, Dongfeng Yulon's sales have continued to slump. In 2016, the total sales volume was only 40,500 units. In 2017, Dongfeng Yulon's total sales volume plummeted to 18,700 units, a year-on-year decline of up to 53%. There are 7141 vehicles.
Regarding Dongfeng Yulon's dismal sales, many car owners said that it was Dongfeng Yulon's own fault, especially the fuel consumption and quality problems of the vehicles, and drove the car owners out of the door one after another. On the auto complaint website, the complaints about Dongfeng Yulon are also focused on vehicle quality and maintenance. According to many car owners on the auto complaint website, 4S shops often cannot help themselves to solve problems when there are problems with the vehicle, and Dongfeng Yulon’s maintenance station It is especially scarce. In the past, many 4S shops that could be repaired and maintained have closed down. Now that there is a problem with the vehicle, it is not easy to find a place to repair it.
Can the "510 Plan" pull Dongfeng Yulon out of the predicament?
Dongfeng Yulon is well aware of its current sales situation. In September last year, in order to alleviate the problem of product distribution, Dongfeng Yulon officially proposed the "510 Plan". According to this plan, Dongfeng Yulon will In five years, launch 10 new models before 2022 at the rate of launching at least one new model every year.
Regarding this plan of Dongfeng Yulon, many consumers still hold a wait-and-see attitude. After all, in June last year, Dongfeng Motor Company also took the action of withdrawing employees from Dongfeng Yulon without withdrawing its management team. It is undoubtedly worse.
Can Dongfeng Yulong's "510 Plan" be successfully completed? The first is the distribution of dealers. As we all know, the number of dealers can reflect the sales potential of a brand to a certain extent. According to information on the Internet, Dongfeng Yulon currently has only about 50 dealers in the country. Except for 6 dealers in Guangdong Province, there are only about 1 to 2 dealers in other cities on average. There is only one dealer left. It can be seen that it is still difficult for Dongfeng Yulon to implement the "510 Plan".
Will surpass German brands in 2022?
If Dongfeng Yulon's "510 Plan" can be barely implemented, then the goal of "catching up with German brands in 2022" is a bit of a dream. At this year's Dongfeng Yulon's brand rejuvenation strategy conference, Dongfeng Yulong once introduced and described that "sports, technology, and intelligent environmental protection" are Luxgen's future product technology route. According to the plan, Luxgen will use 3 years to reach the European level. Level, five years to achieve beyond the German, comparable to Porsche . That is to say, facing the future, Luxgen will achieve three stages of evolution: from the positioning of Japanese cars in the past, to the current level of European cars, and the goal of surpassing German cars in the future.
It takes hard work to strike iron. Let’s take a look at the development history of Dongfeng Yulon’s partner Yulon Motors . It is understood that in September 1985, Nissan Motors invested in Yulon, Taiwan and established Yulon Nissan Motor Manufacturing Co., Ltd. After many years Cooperation, by the beginning of this century, Taiwan Yulon has become the largest OEM manufacturer of Nissan in Taiwan. Subsequently, in 2005, the company jointly invested NT$560 million with General Motors of the United States to establish Yulon General Motors Co., Ltd.Its OEM Buick Excelle and LaCrosse .
In this regard, Mr. Jia Xinguang, chief analyst of China Automotive Industry Consulting and Development Corporation, also said: "The main reason for the continuous decline of Dongfeng Yulon's sales is that there are too few products. Its R&D and core technologies are relatively weak, and it does not have a competitive advantage. Therefore, in the eyes of consumers, there is still a big gap between Dongfeng Yulon and German brands in 2022, and some netizens even said that Dongfeng Yulon can't even compete with second-tier independent brands.
Summary
As the first car brand that a Taiwanese car company cooperates with a mainland car company, according to common sense, we should all support it. In the first few years when Dongfeng Yulon was established, judging from the sales volume, it can be seen that Chinese people still support Taiwan compatriots.
However, as vehicle problems continue to be exposed, the handling and after-sales services of 4S shops cannot satisfy car owners. In addition, Dongfeng Yulong has not improved in terms of car quality and after-sales issues for so many years, so it has been abandoned by consumers. It is also expected. If Dongfeng Yulon does not fundamentally solve the problem of vehicle quality and brand positioning, no matter how many goals or plans it sets, it will become the laughing stock of the auto industry.
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