AutoBeta(AutoBeta.net)06/14 Report--

From June 11 to 12, DPCA held a dealer conference in mid-2023, at which it announced a marketing change plan to prepare for a comprehensive electrified transformation. DPCA said: this marketing change is a positive move for DPCA to accelerate the overall electrification transformation, with the aim of optimizing and streamlining processes, improving internal efficiency, improving dealer profitability, and responding to the market and customers better and faster.

According to the plan of Shenlong, the marketing field is integrated into four centers: brand development center, digital operation center, marketing center and customer service center, with he Yong, Li Gong, Ma Leimin and Liu Guoquan as general managers respectively. The main reason for the adjustment of the organizational structure is that DPCA is promoting the convergence of the two-brand network, that is, Dongfeng Peugeot and Dongfeng Citroen are "merged into one".

It is understood that the integration of Dongfeng Peugeot and Dongfeng Citroen distribution networks is as follows: a single network city, a single Dongfeng Peugeot or Dongfeng Citroen store is transformed into a double-brand store; in a multi-network city, there are two or more single-brand stores, with the approval of all parties, two networks for each other (pre-sale level two, post-sale level one). In addition, in the overall marketing management plan, Shenlong Automobile will integrate dual-brand organizational resources and optimize the organizational structure according to "five Unification and one maintenance". That is, unified model platform management, unified sales strategy, unified regional management, unified customer operation, unified public relations team and maintain independent brand image and tone.

In fact, as early as 2020, DPCA developed some of its distribution outlets into dual-brand showrooms, that is, selling Dongfeng Peugeot and Dongfeng Citroen models at the same time, but the exhibition halls of the two brands remained relatively independent to show the different positioning and culture between brands. At present, domestic stores in different regions still sell only one of Dongfeng Peugeot and Dongfeng Citroen brands. DPCA hopes to comprehensively adjust the existing network and, more importantly, to prepare in advance for the arrival of new energy vehicles.

According to data released by Dongfeng Motor Co., Ltd., DPCA sold a total of 36560 vehicles from January to May, down 23.58% from 47839 in the same period. It has been revealed that DPCA will challenge the target of 155000 vehicles in 2023, while the current target completion rate is only 24.37%.

With the withdrawal of Guangzhou Auto Fick, DPCA has become the only joint venture of Stellantis Group in China. Data show that DPCA was founded in May 1992, jointly funded by Dongfeng Motor Group and Peugeot Citroen Group. As the first joint venture to enter the Chinese market, DPCA has mass-produced household-known models such as Fukang, and has reached an annual sales peak of 700000 vehicles, making it a popular car brand. However, at the same time when DPCA entered the highlight moment, the problems of product quality, technology iteration, business philosophy and even corruption were also exposed. coupled with the slow iteration of product updates and other reasons, DPCA gradually faded out of the market. Sales have declined for four consecutive years since 2016.

However, with the landing of the "yuan plus" plan, the merger of Dongfeng Peugeot and Dongfeng Citroen sales channels, and the launch of Versailles C5X, Citroen Tianyi BEYOND, Peugeot New 408, Peugeot New 5008 and other new products, DPCA sales are gradually picking up. According to official disclosure, DPCA sold a total of 127000 cars in 2022, up 30 per cent from a year earlier. However, there is still a long way to go when DPCA aims to sell 150000 vehicles in 2022.

In February 2022, it was reported in the industry that DPCA would adjust its internal structure. "Dongfeng is internally known as the 'two rooms and one hall' model, that is, DPCA is retained as a production base to maintain the existing stock ratio; its two major brands, of which Dongfeng Peugeot is dominated by France and Dongfeng Citroen is dominated by the Chinese side." But the news went missing later.

At the beginning of the year, DPCA announced that it would blow the electric horn, which will promote the launch of DPCA's first C-end smart electric SUV, and will launch eight new energy models intensively in the next five years. Starting from 2024, the goal of DPCA is to fully switch to electrification and strive to become the first joint venture to fully electrify new products.

Whether DPCA can successfully promote the electrification process in the future depends to a large extent on the determination and practical support of Dongfeng Group and French shareholders. In January this year, at the launch of the new car of DPCA, Olivier, a member of the global executive committee of Stellantis Group and chief operating officer in China, reiterated the strategic position of DPCA, saying that he would increase the operating license and investment in new energy vehicles to support the transformation and upgrading of DPCA's new energy.

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