Run, but not out of breath
Fiat cars in China is also hidden in a tangled issue a new starting point opportunities. Resident Representative Albert Reno to accept the : , 366 days throughout the year and 1 second, in 2008 became the longest since the year 1992.
Alsace region for wine estate, the 2008 a good year is second only to 1996,2002,2004 in the future 2008 vintage is likely to become the object of collectors chasing.
but most people in this world, the 2008 collection is not worth a long, memorable collection of the year in mm School of Business experts failed cases exception.
the industry, this year as unpredictable as the Zodiacal Year. Some aura and glory of the enterprise into an awkward moment, such as Baidu, three major U.S. car companies; some companies left us forever, such as Sanlu, Lehman Brothers ; there are some enterprises, it is hard to describe, it seems to leave China, but did not leave, such as the Italian car company Fiat.
Fiat in China for several years now. Many other auto makers in the world continued loss of market performance was flat and even, with the exception of China as they pulled up the results of the treasure report smooth, and Fiat in Europe, Brazil and Russia, surging, into a quagmire in China alone, it has never been in China for many years, truck City tasted the sweetness of the WBC international Automotive Group, one of the few.
known for a creative design, product superiority was a century of small car company, a growth of the first, the second largest developing country markets, it seems This good match, but always difficult to tune. It is almost common knowledge of the Chinese auto industry.
year after Peugeot left Guangzhou for many years to return to China, while China's chief representative Paul Fiat. Albert called Reno choice.
However, the end of 2007, Fiat is not determined in the next house (joint-venture partner) in the case of breaking up with Nanjing Auto is a lot of people quickly dismissed as Despite constant reports of the Fiat joint venture with a number of domestic enterprises, cooperative rumors, but most eventually stop at rumors level. to import and introduce three main models of goods to fill the vacuum outlets were criticized for high prices but also pose a real problem .
2009 year, Chinese public opinion, it was rumored the car of Thai people in Zhejiang unknown and Fiat Auto joint venture will be the message. the grounds that the other party to buy the former Nanjing Fiat 178 platform, and in this Based on the production joint venture with the previous models of similar products. Thus, the former owners of Nanjing Fiat 160 000 will have a better after-sales service or destination.
bloody lessons of the Fiat joint venture with the Thai people there will be any joint venture vehicle may, while owners of existing Fiat Thai people simply rely on after-sales service network of the car is not able to ensure the maintenance of spare parts used in their own foolproof. the rumors or be seen as a Thai people by Fiat Auto to hype their products, after all, thin dead camel than Ma.
Fiat has put China in 2010 sales plan to reduce from 300,000 to 5 million. This gives it time to calmly deal with the future. However, time passes quickly, Fiat breakthrough if it can not be quickly, even if the goal is that the 50000, which is a huge peak. Fiat is doing in the end What? in this recession, it's China strategy is how?
China's chief representative, is more of a sober person Depression. It should be noted that this depression is not just a portrayal of current economic situation, but that Fiat Auto's unique in China, a joint venture of painful memories of Car .
1. , the service life of 80 years to life now, if you want to continue to live reinforcement to be reasonable, and pay attention to safe.
presumably, and that by the contemporary architectural design house counterparts have disappeared in most of history, it survived a hundred years old, so the service is responsible for the success factor. Fiat is already a rare century-old automotive industry and want long-term development in China, we must take a responsibility like this.
Nanjing Fiat disintegration, is undoubtedly the most affected 16 million Fiat owners. means that the domestic OEMs disappeared into question the maintenance of the vehicle.
Albert Reno, the official website of the Fiat commitment mm > But there are owners to the after the original warranty terms of a change, some parts could guarantee not to be taking over after the warranty.
this, head of Fiat after-sales service in China explained that Fiat does not change any warranty commitment was the result of this situation, the policy may be to understand dealer's error, after a similar situation, consumers in China with Fiat after-sales service hotline. Albert Reno to explain this again.
not slow, and maintenance of various inconvenient, so the damage to the existing customers may affect the future of Fiat's reputation in China, in this regard, we intend to take measures?
Albert Reno: You must remember that in January 2008 in Beijing, when I said we are ready to build a service company, in fact, the company from May 2008 to start running. We have 47 staff working in the Fiat car service company, We set up in Nanjing, near the airport is responsible for processing parts of a plant, an area of 2,000 square meters.
us and the supplier signed a new contract components, we are in the next 10 years that require frequent replacement parts were calculated, for not always need to replace parts, we have and existing suppliers signed a new contract. We have assembled a professional team, of which some of the former Nanjing Fiat after-sales staff in charge services. We are trying our best to the Nanjing operation mechanism.
, of course, the situation in early 2008, we are bad, because the disintegration of Nanjing Fiat is facing, so they can not provide normal services to customers .2008 end of the year we lowered the sales target, but need time to be delivered to dealers and parts of the service point. We are now standard and the 2006 Nanjing Fiat is basically stable condition as when.
our various service Point established a service network, and some are preparing for the dealer, while others are service points all over the country. We try to support these service points to ensure they are able to provide our customers with spare parts and other services. For those who are still the vehicle warranty period, we have a call center to work without a break throughout the year.
course you can always do better, but I think we've done a lot so far. We will have more new dealers . in Shanghai, recently visited there, I just went to the new dealership. It is built according to the new standards. If you go there please take a look, not much, but it represents a new Fiat image.
tell the truth, of course you can always do better, but we have monthly, weekly, make progress every day, we tell our customers that we serve them, to ensure that they are still be able to enjoy the convenience brought by Fiat Auto.
Fiat dealer some time ago before there is the Northwest, he had amassed many Fiat parts, then do not do, and now the distribution of other purchase business with him, and he was finally able to clear out the goods, so he gasping for breath. It can be seen, if not on the supply of spare parts, both old customers and distributors damage.
like I said, in 2008 the first 4 to 6 months, our situation is not easy, because the disintegration of Nanjing Fiat. At that time, we know our customers do not need spare parts readily available.
I understand dealers, because their primary task is to ensure customer satisfaction, so they are trying to buy more parts. We have reduced the dealer's order, because we do not have enough spare parts. Now we can In the case of 95% on time delivery components. we are to understand the situation, and efforts to resolve the issue.
let me repeat, we strive to do better. Recently I talked with some dealers, they also agree that the situation much better than the first half of 2008. Yes take some time to make our customers feel this progress, but we did a lot of things have changed.
customers to take advantage of these is the rapid establishment of the joint venture is not an urgent matter, so the network can re-build more, to customers caught in the past, but also attract more customers. to establish a timetable for the new joint venture has not laid down?
I totally agree with you, now give our customers the best signal is to announce a new joint venture projects, we are working on it. Fiat is serious about the Chinese market, but also would like to be successful, not only tomorrow or the day after tomorrow, but after 10 years. This is our main message to give dealers, which I have been in early 2008 and talked to them, because we clearly are doing now will not last forever. long term Look, we have to stand more stable in China, local production of vehicles in China and sold them. We are trying to put these into reality.
we run, but not out of breath, we have thinking this way can have a clear understanding of the future. that takes 6 months or 7 months, as we are aware that they want to stay here. This is the most important information. As for the joint venture will be in 6 months 8 months or 12 months after the start, I think that our customers are not very important. really important is that Fiat will not leave China.
but if time is too long, now the dealer may all be anxious, afraid not survive the go. After all, your high price of imported products, they really just do not last, then how to do, so you have to go on, but dealers can not wait.
this point I know that in our efforts to ensure that we develop dealers increase their profits as soon as possible, which I on several occasions and they said. We are clearly making money for them to ensure that management is very important.
as Fiat's chief representative in China , my most important task now is to Fiat in China for the long-term development, lay a solid foundation. If you play well on this basis, we will be at risk, they may repeat past mistakes, so I want to do possible to find a balanced way, on the one hand to promote the long-term goal as far as possible, we must also take into account the immediate goal, and I believe we will be willing to see the Fiat dealer in this market is the long-term development.
2. br> 2008 年 3 months, the Fiat auto finance company in Shanghai; August, Fiat introduced to China Bo Yue, collar Ya, more than three friends imported vehicles; November, Fiat Powertrain Technology Shanghai completion of R & D center, technology center led by power completed the technical cooperation and Guangzhou Automobile. But the return of the most fundamental mm for the establishment of new joint venture company, has been rumored, there is news, the
Fiat and GM in the original break up the hard duel, Albert Reno as the main negotiator makes Fiat Fiat out of the fetters of GM, and received nearly 20 billion dollars in general damages for Fiat contribute significantly. that is an important figure in the hands of Fiat, Fiat and NAC completely divorced.
but given the results of the joint venture long overdue, some people think that divorce is very time inappropriate, eager to break up in the shelter of the results of look at an impasse, Fiat sit master, but not a connoisseur Lien. He is to tear down the Nanjing Fiat this From January 2005 onwards I was in the Fiat Auto Group's business development team. In fact before that I would be in this team, because I participated in 2 years ago General Motors and Fiat cooperation projects. I that a business development team's task is to ensure that give the company the best opportunities for development. Sometimes this means that the dissolution of an existing project can not bring very good results, or the formation of some new projects at the same time. This also my team and I have been doing.
we think from a strategic point of view, should seek more specific partnership, namely the establishment of a win-win situation, rather than doing a project covering a very wide , the result can not bring good results. I think we all see that this trend of cooperation between large companies result proved to be not the right way. We lift the cooperation between GM and the beginning and more companies specific relationship to start building.
I participated in the dissolution of companies and the general work, because at that time I was chief of one of the three. Some people say I'm a But in part, for both sides, this is a good choice. the one hand, Fiat, it allows us to do so empty Chushou to find new opportunities, and for the NAC, I think this is a good choice, Because at that time was the opportunity to the Chinese automotive industry restructuring (then-South cooperation on the rapid expansion, Fiat agreed to the request of the Government and NAC, quickly agreed to leave Nanjing Fiat). If we just simply end with the South Steam is not much sense of cooperation, and is important from the beginning we have been preparing behind the work.
Now, for the failure of Nanjing Fiat cooperation explanation a bit like Rashomon, each have their truth. We believe that the failure of the co-responsibility of both. Do you agree with this view Why?
I fully agree, and now we have to look to the future. I think like a marriage, between men and women in 90% of cases are not the responsibility of one party. Usually the two sides have a responsibility to my son. I think this principle applies to all forms of cooperation, whether it is two individuals or two companies, and even cooperation between the two countries.
different reasons, in different time, we did in Nanjing experienced some difficulties. then it is not the cooperation will continue. But like I said, I participated in the the disintegration of work, I can say the disintegration of the work very well. I can say is, I have some very good NAC friends, we are very hard to negotiate.
but that is the last thing I want to Now more important is what we are doing work for the future. The last thing is over, we must look to the future. We are working very hard to work with.
This sounds very moral, looking for a new girlfriend before the end of a marriage before the fall, but from the perspective of doing business, some say you might as well be haste to break up a previous marriage, so to find a new girlfriend then after the previous one discarded. from the moral point of view of marriage Fiat to do well, but from the perspective of doing business, some do not agree with this view. Now you look more difficult to find a new girlfriend, so it is even more from the business bad. Is that so?
First of all, sometimes to hear those rumors really interesting to see, when we have general disintegration of some of the same view. But we're better than before, if we continue to stay in the common world , it might not be so good.
As I said, we work for the future, I think it may take several years to answer such questions. because now I can tell you that we strongly believe that the future is very bright. We are all discussions so far come to this conclusion. Let us wait for another few years time we can see whether this is the best choice. We think it is, but now we have to wait and see after a few years with the result.
3. the matter must be carried out. Fiat joint venture partner will be the next who has been in the industry and media speculation for a year. However, the delay in determining partner Fiat.
perhaps Nanjing Fiat failure experiences will become more wary of Fiat, and this experience also makes the failure of the heart has fear of potential partners, or at least increase the bargaining chips.
we see is that Fiat Auto back to China The path is extremely complex, from the sale of the former joint venture production lines, manufacturing, technical cooperation to a comprehensive joint venture in full swing on all fronts. This is quite upset and inevitable move.
2008 by the end of Fiat buyout Zotye The first models dream Dibo Lang held at its factory in Changsha market release. Dibo Lang included with dreams, the Thai public has bought in to the Fiat 178 platform based on the four product lines, their Zotye known as M, P, D and L four production platforms.
in OEM, the Fiat and Suzuki of Japan joint development of a Crossover vehicle Sedici is expected in April 2009 on the market. new car Fiat will be posted on signs, not only as import models Fiat sales in China, also exported to Middle East, Europe and other regions.
earlier, the Fiat Group has teamed up with SAIC Restructuring Chongqing Heavy Duty Truck to jointly invest 4.7 billion yuan, the formation of SAIC Iveco Hongyan Commercial Vehicle Company and SAIC Fiat Hongyan Powertrain, a joint venture production of heavy-duty vehicles and engines. At present, have been identified in Chongqing FPT (Fiat Powertrain Technologies ) light diesel engine project, which is Fiat's largest overseas manufacturing base for spare parts, plans to invest 1.8 billion yuan, annual output of 10 million engines, of which 70% of exports; exports provided in part by SAIC Fiat Hongyan major zero components.
2007 年 8 6, Fiat and Chery signed a Alfa. Romeo and Fiat brand cars brand, as well as Chery's brand cars. joint venture operation in 2009, is expected to output is 17.5 million. But since then, the two sides no longer delay the progress of cooperation came.
addition, Fiat's cooperation with Guangzhou Automobile repeatedly reported side hh. to China, so many days, Albert Reno are obviously the main day of the negotiating table in a different city spent.
Is this son?
Albert Reno: In fact the discussion between us and Chery have not yet finalized. I wonder if you recall, we officially announced the signing of the memorandum of understanding with Chery in August 2007. That when we have not announced the news of the disintegration and Nanjing Fiat. that means lifted in a joint venture between NAC did not do anything until we are not working.
our relationship with Chery is now very satisfied, as to say that some take a long time, it is because we want to make sure that we are establishing a solid foundation for the future. We do not want to rush to the results, because we do not want to find themselves in after two or three years the same situation time and NAC . so we want to ensure the establishment of a clear long-term strategic planning, to a clear understanding of how to enter the market, how to further cooperation in the future. So we spent a long time.
Fiat car company, including other Fiat Group owned company, we are very keen on business in China, we want to stay, for business development in China, because after all, this is the world's second largest market. So a company like ours it makes sense to do so .
However, the joint venture partners before us and there have been some problems, so we want to ensure that the next similar problem does not occur. We want to develop a smooth, stable and successful.
sounds like you do not anxious, but it is reported that you will find a Chery, one of Thai people will go, one will find the Great Wall, and then went to Chang'an Suzuki, Guangzhou Automobile and now look, it seems everywhere you are looking for, and has been Can not find suitable. is that you do not really worry about it, or the current economic climate is not good, or that given the previous cases, they have no confidence in Fiat?
Like I said, the rumors just rumors, though Sometimes they are very interesting. let me say a joke: We negotiate the Great Wall is the only reason we have to solve certain problems in automotive design. But this is only a joke, actually: First, not to say that we do not activities, in fact, we were trying to run, but we need to ensure that they can breathe, as this will be enough oxygen to the brain for us to think. We do not want to run out of breath, because then you do not know where they're going out.
Yes, I saw some of Guangzhou Automobile information, what I said and Guangzhou Automobile we discuss technical cooperation. We also continue to discuss, because for us, cooperation and not only It is limited to a form of equity joint ventures. I think this may act as a signal, that we do not know how to go down, but because the Chinese market is very important to us, we realize that they can have different choice, so as to very successful in the future.
say that with the Changan Suzuki OEM products, including selling some models to the Thai people, the cooperation of these practices is to some extent, can also make a lot of profits, but not the same as with the joint venture, this is your another form in China do?
I think in any case, to long-term consideration, in view of the Chinese automotive market conditions and rules, it is clear the main form of cooperation is still the option joint venture, this is no doubt. I would not say that we and their cooperation is to earn more money. This is an opportunity for us and the cooperation of Thai people are very happy, but this cooperation is very limited.
and this and not for the Fiat brand has brought great benefits, because those cars are sold with all the Thai's trademark. So for us, this is not very important. of course, money is also very important, and we cooperation in a number of similar, but try to be able to bring back the Fiat brand in the Chinese market we believe it deserves the status.
4. > Fiat Despite the sale of the production line to the Thai people cars, but just as that expressed by Albert Reno, ongoing negotiations may be a breakthrough content. From a technical cooperation began, the first Guangzhou Automobile to do to help the development of own brand models, on the basis of technical cooperation, expand cooperation areas, which is a joint venture.
buy foreign brands do independent research and development vehicle platform is the first time in the automotive sector, which has been plagued not only avoid the car prices of the has multiple purposes.
Guangzhou Auto was purchased by Alfa. Romeo 166 large four-door sedan platform, based on this platform, 166 cars were manufactured in Italy in spring 2007 production. At present, in the design consulting firm in Turin, Italy Bo Tong (Stile Bertone) is for the Guangzhou Automobile Company 166 Alpha-based car design modeling platform. Comau same engineering company in Turin is responsible for vehicle engineering and development work.
Perhaps because of this, Guangzhou Automobile Group Director Zhang room there is to accept the Fiat will see some innovation in this area. the formation of such a game situation: Guangzhou Automobile think you anxious to find a good partner in China, they do their own brand, I hope you can provide some of their core technology, and as to the conditions of their joint venture, and now You 答应不答应 to see such an exchange of technology, then they will agree and Fiat joint venture. It is said that this matter is progressing rapidly, and now in the end how kind?
Albert Reno: It seems you're better than Well my message is more informed. As I have said on other occasions, we are not used to working with potential partners to comment on the negotiations or give details. This is not just in China, in Europe, Latin America or anywhere in the world are like.
Overall, we are now in China is very satisfied with the negotiations, which of course is the broad sense. Once we think we can tell the press more details, I am willing to tell you. I'm sure you can understand a certain stage we hope that the information be kept confidential. But like I said, overall, we are very satisfied with the status quo.
to your year observation of the Chinese people, and now we all have to engage in their own brands, the future is to become your partner these people, they also pursue their own car, you work with them, I felt what they mind? think they good cooperation it? Or they just stare at your technology?
This includes a lot of things, I am looking forward to this opportunity, because it helps us open up horizons, and different cultures to communicate, in the face to do different ways of business and negotiations. can be said to be a job learning.
If partner Fiat to help you improve the technology, then perhaps the future of Fiat in China, consumers will get a better image in mind the future success might be better then?
This is a very interesting argument, in a sense, I appreciate the argument like this.
because there really is not a foreign car companies are willing to Chinese auto company's technology, are in the battle of wits.
then let us take a look at Fiat would be innovative in this regard. But like I said before, we are in the right direction on the move forward. or do not discuss this topic now, thank you!
you said that confidence in the future, the future is in China, Why?
course, I said more is China. of course the Fiat we are very confident, whether in Europe or Latin America. We have a very big plan. I think these are just a temporary problem, I mean the economic crisis. Recently, we have discussed the management, it is difficult the situation in 2009 to predict. We believe that the first half of 2009 and 2008 in the second half is likely the case. Moreover, we do expect the situation will improve, but this does not mean we do not think there is bad situation.
We are very confident. The same is true of China. We strive for long-term development. We want to develop better in China. Let me repeat, not only for us, This is true of any other company. So we are very confident in Fiat Auto to build a solid foundation for China.
of these foreign auto companies in China have a lot, and most have a solid foundation, the Philippines Stuart did a few years in China, this situation is not good, you think from now too late to do the Fiat, but also in China to its rightful market share? Do you think it is too late, or had time to do it?
Albert Reno: You can say we are the market share in China is quite good, although we believe that there is a certain brand of the Fiat up this space. We were the first batch of imported cars sold in China the company. then We started a joint venture in Nanjing, and perhaps the present situation as before Fiat's good, but it is still very famous brand in China. We take it back to its deserved status in China.
the other hand, We do not think China will go a long recession. Over the past few weeks and I consult to discuss the result, despite growth in the Chinese market in 2009 will not be great, they may have a recession, but in the long run, it will starts growing again. That is, the market will keep rising. So we want to stay here, because there are Fiat room for development. We are about to launch new products in the development of these products when we also consider to China consumers, because we want to be successful in China.
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