Jia Xinguang: Separation approved by Changan Ford Mazda to enjoy its "success"

After several years of publication, the Changan Ford Mazda division finally concluded. On the afternoon of August 27th, Chang'an, Ford and Mazda issued an official statement on the official website. They announced that the Chang'an Ford Mazda Company’s continuing separation and reorganization plan has officially passed through China. National Development and Reform Commission for approval. Until this involved many parties, the twists and turns of the disintegration event came to a close.

As early as four years ago, Ford Motor Co. decided to raise funds by reducing its holdings in Mazda, which to some extent promoted the above spin-off plan. Ford Motor’s shareholding in Mazda dropped from one-third in 2008 to about 3%. Mazda has been intending to withdraw from the Changan Ford Mazda joint venture company and has a joint venture with Changan Automobile to restructure its stock in order to expand its voice in China. Prior to this, Mazda had not reached 50% of the shares in China's joint venture company. It is precisely because of this that Mazda has been in a weak position in the joint venture company in China. Its status and discourse power cannot be guaranteed, and once it has affected it. Investment in the joint venture.

Since 2009, among the Ford Mazda brands of Changan, the Ford brand has contributed about 75% of sales, while the Mazda brand has contributed about 21% of sales. At the same time, the contribution rate of the Ford brand has increased year by year, and the contribution rate of the Mazda brand has declined.

"This time, Mazda is the most expected, and of course it will also benefit Ford's development in China." Jia Xinguang, a senior analyst in the automotive industry, told reporters. After the spin-off, Mazda will set up a new joint venture with Changan, and Ford will also go all out to promote the "One Ford" global strategy in China.

In addition, for the Chang'an Group, adding a joint venture company, its strategic layout from the Chongqing inland to the southeast coast will not only not weaken, but will increase with the development of the two joint ventures in the future.

However, such a thing of three birds and birds, because of the difficulty in achieving balance between asset allocation, and the delay in the implementation of government approval, it is difficult to achieve.

"If you want to establish a new joint venture company, the government has many processes to go and requirements to be up to standard, in addition to how the distribution of internal assets of the three parties is also a problem." Jia Xinguang said.

It is reported that the government failed to pass the approval before. The reason for this was related to the fact that the Changan Mazda new joint venture company in the approval program did not plan for the content of its own brand and new energy vehicles. In addition, the qualification of the vehicle production came from, which also triggered the Changhe shutdown (Chang'an Group intends to transfer Changhe Suzuki's production qualification to Chang'an Mazda who was protested by Changhe employees).

In addition, how to get a reasonable division of the Nanjing Base vehicle plant, engine factory, and transmission plant jointly built by the three parties needs to be agreed by both parties to reach an agreement.

Previously, Changan Ford Mazda owned three production bases in Chongqing, Nanjing and Hangzhou, four vehicle factories, two engine factories and a transmission plant. The first vehicle plant in Chongqing base was built before Mazda took over shares. The new Hangzhou base started construction in April this year, the second plant newly built in Chongqing base this year, and the engine factory and gearbox factory under construction are at Ford’s decision with Mazda. It was decided after the separation, so it was only built jointly by Ford and Changan, and it had nothing to do with Mazda.

According to this demolition and reorganization plan, Changan Ford Mazda will continue to be split into two joint ventures: Changan Ford Motor Co., Ltd., a surviving company in Chongqing, will assume all Ford-related businesses with Changan Ford Mazda, including the development of Ford brand cars. , manufacturing, sales and service; Changan Mazda Automobile Co., Ltd., newly established in Nanjing, will undertake the business related to Mazda owned by Changan Ford and Mazda, including the development, manufacture, sales and service of Mazda brand cars.

"This year, Ford has issued a series of planned targets. At present, it has performed well in China. After this split, Ford will also accelerate its pace of development in China. And Mazda, although the establishment of a new joint venture, However, whether China can have a better performance in the future depends on whether it can introduce better products into China and formulate corresponding effective marketing strategies, said Jia Xinguang.