20 13 entered the China market and established a joint venture with Dongfeng Motor Group. In 2020, it announced to withdraw from the China market and reorganize the company. After seven years in China, it was not until 20 16 that vehicles were officially put into production, but only 18607 vehicles were sold in 20 19. The protagonist mentioned in this article is Dongfeng Renault.

In September, industrial and commercial registration Information of Dongfeng Renault Automobile Co., Ltd. was officially changed to "Dongfeng Motor (Wuhan) Co., Ltd.". In April, 2020, Dongfeng Motor Group Co., Ltd. issued an announcement on the Hong Kong Stock Exchange to reorganize Dongfeng Renault on the grounds of the decline of China automobile market and poor management of Dongfeng Renault. The two sides will sign a non-binding memorandum and have reached an intention.

Now, Dongfeng Renault has transferred all 50% of its shares to Dongfeng Motor Group, and its holding has reached 65,438+000%. At this point, Dongfeng Renault officially withdrew from the China market, and the vehicle business will also be divested.

Dongfeng Renault suddenly announced the reorganization, which was a blow to Renault car users, major dealers and other partners. For Renault users, they are still driving happily to work today. Unexpectedly, they heard that their car had to go first on the way, and they immediately left the car without superfine product's protection, which was comparable to an orphan.

For dealers, the annual sales target itself is difficult to achieve, the market is poor and the demand is sluggish, which makes the dealer's revenue very worrying. Even the funds for building the store have not been withdrawn, and the manufacturers here say they will leave. The withdrawal of Dongfeng Renault really caught many people off guard.

Although Dongfeng Renault is delisted, the focus of this French automobile brand in China will shift to light commercial vehicles and electric vehicles in the future. Renault brand will continue to provide after-sales service to customers through Renault's dealer network and alliance cooperation.

In 20 13, Renault formally established a joint venture with Dongfeng Motor Group, and Dongfeng Renault and Dongfeng Motor Group each held 50% shares. In the same year, Dongfeng Renault Wuhan factory officially started construction in 10, and was completed in 20 16. According to the plan, the annual output of the first phase of the plant is 6.5438+0.5 million vehicles/year, and the second phase is 300,000 vehicles/year.

20 13 Dongfeng Renault is ready to be made in China. In 20 16, correga became the first domestic model of Dongfeng Renault, which was officially launched in March of the same year. In the four years since Dongfeng Renault withdrew from China, this brand has made four products: Correijia, Correiao, Ke Le Bang and Renault Eno.

With the rise of domestic SUV wave, this originally pure imported automobile brand has the opportunity to compete with local joint ventures. In 20 16, two SUVs, Kolejia and Koleos, sold 36,000 vehicles, and the new cars made a good start for Dongfeng Renault. In 20 17, the sales volume increased to 72,000 vehicles.

As the SUV market tends to be stable and the domestic auto market is cold, many brands have experienced a decline in sales, including many new car companies just made in China like Dongfeng Renault. In 20 18, the annual sales volume of Dongfeng Renault decreased to 50 109, and in 20 19, it decreased by 63% to 18607.

The sales volume soared in the first two years, and the market share declined sharply in the second two years. Dongfeng Renault's vehicle business in China was gradually marginalized.

Although the sales of the whole Renault brand in China reached 17957 1 in 20 19, the domestic sales of Dongfeng Renault only accounted for 10.4% of the domestic sales, which does not bode well for Renault.

In recent years, German and Japanese brands have begun to increase the SUV market. With the dual advantages of China's user base and good reputation, German and Japanese companies began to gain more market share. At this time, Korean cars are in an eventful autumn. Under the premise that their brand influence and product competitiveness are gradually weakened, Japanese and German enterprises have further captured the market and gained a firm foothold.

At this time, French cars, like Korean cars, experienced a sudden winter. Both Peugeot and Citroen, without exception, have become cannon fodder for the decline of market economy, and Dongfeng Renault, as one of the representatives of French cars, is naturally not spared.

In addition, Dongfeng Renault's product line positioning is relatively concentrated and the price is also expensive. In the year of the rise of domestic SUV, both markets of Dongfeng Renault were not pleasing, and gradually became a niche product in the market.

In 20 19, Renault sold 3.754 million vehicles in the global market, down 3.4% year-on-year. However, Dongfeng Renault's turnover of 20 19 and 18607 vehicles in China market contributed only 0.5% to Renault. Another data shows that the sales volume in Europe in 20 19 was 198.

However, in early 2020, the global epidemic in COVID-19 has made many car companies face the line of life and death. Factories stopped production, workers stopped work and traffic was interrupted. The adverse sequelae caused by the blockade of the epidemic in various countries began to stand out, and the problem that cash flow could not maintain the operation of enterprises broke out on a large scale.

Renault's revenue in the first quarter of 2020 was 10 1 billion euros, down 19% year-on-year. As the mainstream market of Renault, sales in Europe dropped by 36%. In the first half of 2020, Renault's revenue further declined. The revenue of 654.38+084 billion euros (654.38+0523 billion euros) decreased by 34% year-on-year, and the operating loss reached 7.29 billion euros, about 60.2 billion yuan.

Earlier, lemerre, French Finance Minister, said that once Renault could not get financial assistance to solve its current business operations to resist the impact of the COVID-19 epidemic, the bankruptcy situation of Renault would be approaching.

After that, the European Union provided Renault with a loan of 5 billion euros (about 38.8 billion yuan) to maintain the stability of cash flow, but the French government signed on the premise that Renault would make commitments such as relocating overseas production lines and further developing electric vehicle business.

In order to cut expenses, Renault plans to cut expenses by 2 billion euros (about 153 billion) in the next two years, and may even eliminate products such as talisman, so as to streamline product lines, concentrate capital utilization and maximize benefits.

In addition, Renault may choose to close several assembly plants and small parts manufacturing plants in France, but this also means that workers may be laid off or deployed.

If Renault can't accept the request put forward by the French government, then the 38.8 billion loan lent by the European Union may not be included in Renault, and then Renault's situation will be even more embarrassing. However, for a company that may face bankruptcy, the negotiations between Renault and the French government will inevitably compromise, which is the only choice for Renault to solve the cash flow shortage and let the enterprise operate stably.

Renault has previously adjusted its organizational structure and confirmed that Renault Group is divided into four sections: Renault, Dacia, Alps and New Energy Mobile Travel. The company's major organizational changes have made the outside world worried about Renault's development.

However, according to the latest news, Renault will launch two new pure electric SUV products in the future. The new car will be based on the MORPHOZ concept car, and enjoy the CMF-EV pure electric platform together with the first pure electric vehicle model ARYA * * from Nissan.

In the future, Renault will re-attach importance to the European compact car market and focus on new energy, which is a new opportunity and even redemption for every car company.

We recognize the adjustment of the torsion beam and chassis of French cars and the French spirit of pursuing romance and polishing details. However, China's national conditions are very special and good, which does not mean that it is easy to sell, but it is not enough to think that it is difficult to be a car company. This may be a big dilemma faced by Korean and French cars.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.

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