Mitsubishi self-help to note China

Has been the industry's jokingly most don't understand foreign car companies in China, will donate products and brands on come out, is committed to capital level gamble back water. The layout of the late

At the end of 2004, a low profile of Mitsubishi Motors in the news again.　　December 28th, from Mitsubishi Motors is reported by the public relations department, Mitsubishi Motors has and Taiwan China Motor signed a memorandum of understanding that will "expand bilateral in Southeast automobile company collaboration, and speed Mitsubishi in Chinese production and sales network of development". The so-called expanding cooperation means shares Southeast automobile.　　A few days later confirmed with media, Southeast automobile preliminary framework of equity transfer protocols, Mitsubishi will from Taiwan China Motor in the hands of the acquisition of 15 per cent of the shares in the southeast of the car. At present the domestic shareholders Southeast automobile Fujian motor industry group and Mitsubishi Motors, China motor third-party further negotiations, the main elements of the negotiations will focus on the introduction of new models and the use of the core issues of Mitsubishi-logo.　　It is learnt that Mitsubishi and cooperation in South-East car to car, if no unexpected events occur, Southeast of next quotations from Mitsubishi car gelan (Galan) will hang Mitsubishi-logo. And in October, Mitsubishi and Hunan Changfeng automobile company signed an exclusive agreement, Pajero CK series all seven models exclusive to the manufacture and sale of the right to transfer to the latter, moreover, also allows hanging Mitsubishi-logo.　　Two months after the December 10, the first hanging Mitsubishi Pajero logo-made Changfeng automobile V73 buggy in Star sand factory formal referrals. Moreover, the Mitsubishi before the trade wind holdings Changfeng co. was also about to come out.　　January 7th, Changfeng automobile new agriculture, General Manager of Bell told this reporter confirmed that, Mitsubishi will share the Changsha star sand factory, and Changfeng 50% each. Gelan (Galan) is the main medium car Mitsubishi, and Pajero SUV CK series include V71, V73, V75, V77, models, is famous for its global Mitsubishi Motors property of landmark.　　The above two consecutive movements means that Mitsubishi brand not only in product and laying out on, and finally made up his mind in the capital level to China strategy.　　Although Mitsubishi as early as the 1990s will have to enter the Chinese market, but a strategic definition has been blurred, has been the industry's jokingly most don't understand foreign car companies in China. These assertions. Mitsubishi has many partners in China have — — Beijing Jeep, Hunan Changfeng, Southeast automobile, hafei motor, Dongfeng longka automobile, dong'an engine, Shenyang Mitsubishi engine and so on, but for the most part the sale of technical drawings of low levels of cooperation.　　Although 1996 shares Changfeng automobile AG 20 per cent, but only maintain loose technical support, but only in products with Mitsubishi brand of Beijing Jeep but and Mitsubishi have no capital.　　In fact, as early as the beginning of 2003, Mitsubishi will wish to direct stake in Southeast automobile (as described in this newspaper on 17 April 2003, one of the Southeast automobile sing three sigh "), but hesitate to wandering, Mitsubishi missed entering the Chinese market is the best time — — the best reference is Korea Hyundai Motor Company, although it can be considered the Chinese market of late, but living in prosperous times, with automobile market soared in blowout.　　　　Trade evaluation said that the Chinese Auto market has bid farewell to profiteering era, fell into a brutal fight prices, Mitsubishi Motors — the old world renowned Japan's fourth largest auto company finally realized the importance of the Chinese market. Self-help through the Chinese market

If not because of Mitsubishi Motors in local and European and American markets suffered devastating blow, Mitsubishi is still not serious about the Chinese market.　　For Mitsubishi Motors, derived from a few years ago that a disaster has been overwhelming, and culminating in the last year.　　In 2000, the Japan Ministry of transport of the Mitsubishi Motors frequent accident investigation found that Mitsubishi companies deliberately concealed the defect is not reported to the car for a total of 81 million units, up to 21 vehicles, and Mitsubishi Corporation at least from 1977 onwards, in up to 23 years, has always tried to conceal the Mitsubishi Motors engine, brake and fuel tanks, and other aspects of the problem. In 2002, Mitsubishi Motors subsidiary Mitsubishi Fuso truck bus company is a manufacturer of heavy trucks in Japan frequent traffic accidents, Mitsubishi Motors are required to implement a recall on vehicles. But in order to avoid massive recall costs, Mitsubishi senior complicit, blatant cover product design flaws. But in the end could not fire the paper bag, under pressure from all sides, in 2004, Mitsubishi eventually admitted not only heavy truck products contain design defects, in the passenger car in 19 vehicle concealment of defects, "secretly repair" phenomenon. These out, Japan shocked.　　Japan media that Mitsubishi event broke the Japan Automobile high quality global mythology, their crimes. Then the dominoes fall one after another — Mitsubishi senior Grand exchange transfusion; senior former Mitsubishi Motors have been arrested; Mitsubishi Motors used to be the largest shareholder (stock 37 per cent) wear-Motors announced in April last year, giving up the reorganization of Japan Mitsubishi Motors, no longer provide any funding to Mitsubishi, while intended to support the sale of existing shares held by Mitsubishi. Subsequently began to wear the Mitsubishi-staff large cleaning and overall overthrow wear-in Mitsubishi's product plan, start.　　And wear-said, is considering a lawsuit against Mitsubishi, require huge amounts of compensation. At the same time, Mitsubishi Motors products in Japan, as well as European and American markets have tumbled, Japan market continuous months year-over-year sales dropped by more than 50 per cent. While the North American automobile market, the latest statistics, in November 2004, Mitsubishi Motors sales of new motor vehicles, only for 8301 3 consecutive months less than 1 million units, sales year-over-year decline in Japan 48.8 per cent.　　As of last September, Mitsubishi Motors pure loss increased to 1462 billion yen (approximately RMB 109.68 million). In order to save himself, last may, Mitsubishi Motors announced a massive revitalization plan, will inject $ 4 billion reorganization of Mitsubishi Motors (appending 50 billion). Plan that will launch over the next 4 years 44 new models, including in North America, Europe, 10 7, China, Japan 16 11. "As an automobile manufacturer, this plan is our last chance to save itself.　　"Mitsubishi new Executive Director of Okazaki. Display and easy

See, the Chinese market as Mitsubishi self-help plays, so are not difficult to understand, the industry for Mitsubishi end last year in China, two major initiatives generally use the term "break through" to describe. And the reason why the Mitsubishi will bet China, apart from the dominant reason for the Chinese market, more important is the collapse of the global Mitsubishi seemed to have little effect on the Chinese market, in 2003, its sales volume in the Chinese market or 206.1 per cent year-on-year.　　Last year, Mitsubishi product performance in China can ring to point, such as Beijing Jeep with Mitsubishi Pajero SPORT, oulande two products to regain the leadership of domestic SUV boss.　　　　At the end of last year, Mitsubishi announced that the Chinese market strategies, to achieve annual sales in 2007, 30 million units for automobile objective, Mitsubishi Motors in the Chinese Auto market share increased to 5 per cent. In the face of the Chinese automobile market game how to vote for the child?

Industry analysts believe that the Chinese market is not imaginary uncivilized, 2000 took place in China, and Mitsubishi Pajero and the global dimensions of concealing the truth about the event, all recall on its brand image caused a great impact, at least on the space composition of Mitsubishi's rise. Mitsubishi to the Chinese market has a great development, rebuilding the brand image is a priority, and this must be a lengthy process.　　The current situation for Mitsubishi, apparently too slow to understand thirst.　　Secondly, Mitsubishi careening China strategy remains unchallenged. Last may, on the occasion of the Mitsubishi revitalization plan, the Chinese automobile market slowdown trend is not evident, but the sudden ice age will soon start to Mitsubishi.　　According to media reports, Mitsubishi Motors new CEO Okazaki Yoichiro said that Mitsubishi considering delay in China for new investment plans, as scheduled in March 2006, Mitsubishi total investment on the Chinese market will reach 350 million yen, but in the Chinese automobile market downturn, the increase plans may be reassessed.　　A bit familiar with Mitsubishi's in the industry believe that due to swaying in the Chinese market, Mitsubishi has already paid a huge price to missed opportunities, now seems that Mitsubishi's indifference to the Chinese market and opportunists and no fundamental changes, it will also continue to pay the costs. In fact, last year also once outgoing Mitsubishi to become shareholders of Beijing Jeep.　　Until Dai-break with Mitsubishi, Beijing jeep by wear-and after the reorganization of beiqi expand, Mitsubishi finally chose the share holdings of the Southeast and Changfeng. According to industry sources, Mitsubishi is in the Southeast and hesitated between Changfeng, one important reason is that the Southeast and Changfeng want to get Mitsubishi includes MPV and SUV, sedan, a full range of models, and now it seems that the future is in the direction of Mitsubishi, will resources into Southeast Automobile car, SUV base layout Hunan Changfeng. Appears to effectively balance the two partners, in fact, the problem is not so simple.　　Mitsubishi's China Road is just beginning.　　In the Southeast automobile, Mitsubishi will face major problems is the complex relationship between game. Southeast automobile's two largest shareholder is steam group and China auto, China Motor in two big shareholders first Taiwan Yulon Group (Holdings) and Mitsubishi Motors (25 per cent of the shares).　　In the Mitsubishi shares Southeast automobile, Fu steam is an important driving force, while Yulon has been the role of the obstruction, the reason is simple, the China Automotive technology from Mitsubishi, steam and the latter cooperation not only can shorten technology research and development cycle, you can get the Mitsubishi brand value. It is worth mentioning that in the Mitsubishi global promotion project, 100 million yen (approximately 9 billion RMB) from China Taiwan of China Motor Corporation.　　The latter involved in Japan's Mitsubishi auto car special unit subscription, hoping to dialogue with Mitsubishi.　　Due in accordance with the industrial policy, the steam must be maintained in the Southeast automobile 50 per cent of the share ratio, therefore, China Motor and the rest of the Mitsubishi can only get a 50 per cent stake, this means that over 50 per cent on Southeast automobile 50 per cent of the balance of State is bound to be broken, and there is a Chinese car marginalization. More than Yulon changing factors. According to insiders, Mitsubishi is protracted, Southeast shares an important reason for this is the Changfeng crossed.　　According to the sources, Mitsubishi Motors originally scheduled for December 17, announced in Japan is its Southeast automobile in China most core partners, but also because Changfeng automobile to deal and eventually gave up.　　The industry believes that the next around the Fuk steam, Nissan, Mitsubishi, Changfeng further fighting between the inevitable, the Southeast automobile future development will be the impact, it is difficult to estimate.　　While the Changfeng, Mitsubishi is difficult to do face a big problem — scale problems for the development of Changfeng or Mitsubishi recovery plan, is vital.　　Compared to the domestic multitudinous powerful motors, Changfeng media as "second-class manufacturers", although its top domestic SUV market, but its advantage lies in the army, courts, and other equipment market, and in the rapidly developing market, retail sales experience or sales network is lacking, in fact, Changfeng in 2003 began from equipment market transformation to the retail market.　　The most typical example is the "last Changfeng liebao fly-over" plan, Changfeng liebao Feiteng technology from Mitsubishi SUV, Changfeng product in first true Mitsubishi descent SUV, Changfeng on their hopes, and changed the previous product lead with equipment market strategy, the main general retail market, but since the product positioning errors and limited retail experience in marketing, in Beijing Jeep Pajero SPORT and other products of the sniper, Leopard Feiteng market performance is satisfactory, Changfeng by Beijing Jeep regained market share first throne. More importantly, Changfeng to SUV, a single product line, the industry evaluation that an automobile enterprise solely SUV is very difficult to survive for long. If you do not have other models, Changfeng is difficult to make.　　Although Changfeng Chairman Lijianxin on many occasions expressed desire to enter the car market of ideas, but to subject to the technical strength, it is difficult to obtain a licence for car production. An experienced automotive experts believe that countries later batch unlikely car project, "South East car lingshuai is most likely the last was ratified by the Central

Car project, this may still look in Taiwan enterprises of the group.　　Even if there is a future opportunity to Changfeng qualification and background is also difficult to round up. In addition, in 2004, domestic SUV market suffered a setback, by 2003, an increase of 80 per cent to 20 per cent drop in, according to the National Joint Committee on passenger cars, or in the statistical manufacturers increase compared to 2003, if you only count the 2004 accession by Association of SUV manufacturer, last year's cumulative sales have negative growth. Domestic sales for the full year 2004 is only about 16 million units. The prevailing view is that the future of the SUV market will face price war of brutal competition, firms profit fall is unavoidable.