AutoBeta(AutoBeta.net)12/09 Report--

Tonight, Southeast Automobile held a brand refurbishment conference, at which the new brand LOGO and new DX9 were officially unveiled, along with two concept cars, Southeast N7 and Southeast A7, representing the design concept of Southeast Automobile's future cross-border cars and electric vehicles. It is understood that Southeast DX9 will be listed in 2022.

In fact, the new brand of Southeast Automobile LOGO and Southeast DX9 have been exposed as early as the end of last year, but have not been released for a long time. According to official information, Southeast DX9 locates medium-sized SUV, which is currently the largest model under Southeast Motor. From the appearance point of view, the appearance of the new car is obviously different from the models currently on sale in Southeast Automobile, the front face uses a hexagonal design, China net uses a divergent dot matrix design, the new brand LOGO is placed in the center of the grille, the front grille and the LED headlights on both sides are integrated, looking relatively strong. In terms of size, the length, width and height of DX9 body are 4870/1950/1818mm and wheelbase 2800mm respectively.

In terms of interior decoration, the new car adopts a relatively simple design technique, and the center console is equipped with a large-size full liquid crystal dashboard, central control screen and touch function control panel. In terms of power, the new car is equipped with a 1.8T turbocharged engine with a maximum power of 245hp, which mainly competes with medium-sized SUV such as Chuanqi GS8, Geely Hawthorne and BYD Tang, and the starting price may be higher than that of DX7 Star Hyatt.

In addition to releasing the Southeast DX9, Southeast Motor also brings two concept cars, the Southeast N7 and the Southeast A7. Southeast N7 uses cross-border SUV body form, also uses a new design language, split headlight group and front grille harmonious integration. Southeast A7 is a pure electric car, the official only with the design draft to introduce the design concept of the car, sedan body styling is quite sporty. At the same time, the design style of the car is also very different from that of N7.

Data show that Southeast Automotive Industry Co., Ltd. was established on November 23, 1995. It is jointly established by Fujian Automotive Industry Group Co., Ltd. (hereinafter referred to as "Fuqi Group"), Warwick Co., Ltd. (hereinafter referred to as "Warwick Co., Ltd.") and Japan Mitsubishi Automotive Industry Co., Ltd. (hereinafter referred to as "Mitsubishi Automobile"). Among them, Fuqi Group holds 50%, and the other two companies each hold 25%. On April 29, when the shares of Southeast Motor changed, Mitsubishi Motors, which originally held 25% of the shares, withdrew and was taken over by the new shareholder Fuzhou Transportation Construction Investment Group Co., Ltd. (Fuzhou Exchange for short). On August 29, the equity of Southeast Automobile was changed again, and Minhou County Construction Investment Group Co., Ltd. (hereinafter referred to as "Minhou Construction Investment") bought shares in Southeast Automobile. According to Tianyan investigation, Southeast Motor is currently jointly owned by Fuqi Group, Fuzhou Exchange, Warwick shares, and Minhou Construction Investment, of which Fuqi Group holds 37.6%. According to equity penetration, Fuqi Group is 100% controlled by the State-owned assets Supervision and Administration Commission of the Fujian Provincial people's Government, and Fuzhou Stock Exchange is 100% controlled by the Fuzhou Municipal people's Government State-owned assets Supervision and Administration Commission. And Warwick shares is Zhonghua Motor, a subsidiary of Yulong Group.

From the perspective of development time, Southeast Automobile is also an established independent car company. At the beginning of its development, it introduced the vehicle manufacturing technology of Mitsubishi Automobile through Taiwan China Automotive, and became one of the most concerned car companies in China. In 2000, Southeast Motor launched its first compact SUV Fuli card. In 2003, Lingshuai, the first car of Southeast Automobile, was put on the market. In 2006, Mitsubishi Motors bought a stake in Southeast Automobile, handing over the R & D, manufacturing, sales and after-sales business of imported Mitsubishi cars to Southeast Automobile. Southeast Motor has obtained the support of Mitsubishi vehicle manufacturing research and development, and successively introduced products including Goran, Lancer, Yeshen, Junge, Fengdisi and other products, while Southeast Motor has independently developed Ling Shuai, Ling Gentry, Lingli and other models based on Mitsubishi Motors. Under the influence of products and word-of-mouth, Southeast Motor reached an all-time peak in 2013, with annual sales of 116000 vehicles.

Guangzhou Automobile Group Co., Ltd. (hereinafter referred to as "GAC GROUP") holds 50%, Mitsubishi Automotive Industry Co., Ltd. (hereinafter referred to as "Mitsubishi Automobile") holds 30%, and Mitsubishi Commercial Co., Ltd. (hereinafter referred to as "Mitsubishi Commercial") holds 20%. After the establishment of the GAC-Mitsubishi joint venture, Mitsubishi Motors will focus on GAC-Mitsubishi, and the Southeast Mitsubishi joint venture models will gradually withdraw from the market. During this period, although Mitsubishi Motors did not withdraw its investment, it has not provided any technical support since 2015. Without Mitsubishi's Southeast Motor, the market continues to deteriorate. According to the data, the cumulative sales of Southeast cars from 2018 to 2020 were 89279, 30502 and 14654 respectively, compared with 5338 in the first three quarters of this year.

Of course, from Southeast Automobile to a joint venture with GAC GROUP, the current market situation of GAC-Mitsubishi is not optimistic. Data show that GAC-Mitsubishi sold 144018 vehicles, 132147 vehicles and 74802 vehicles respectively from 2018 to 2020, with cumulative sales of 44582 vehicles in the first three quarters of this year.

It is not difficult to see that the current stock competition in the market is still very obvious, the normal survival of the fittest in the market, the structural adjustment of the automobile market, and the road to high-quality development is the law of the industry, whether it is independent brands or joint venture brands. At present, independent brands Zhongtai, Guanzhi, BAIC Yinxiang, Cheetah Motor, Haima Motor and other joint venture brands Guangqi Fick, Dongfeng Yueda Kia, Beijing Hyundai and so on have all encountered operational difficulties. At present, Southeast Motor is plagued by low sales, low competitiveness of new products, brand marginalization and other problems. It is planned to restore the image of consumers by launching new models and brand logos. Only the market can give the answer to its success.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat