The third series of "Light at the Corner": organic in danger, car companies are calmer than we thought.

The Milky Way is flying

The space is expanding

The road we have traveled

runs out of time, and there is no turning back

But our songs cross time and space

The whispers of everything transcend time

We once had shining days

Our dreams and aspirations will turn into light

At every dangerous corner

. Many media and experts predict that the automobile industry will face great losses, and the situation in 22 may be worse than that in 219.

on February 3, the first trading day after the holiday, the three major indexes turned green at the opening, among which the automobile sector fell by 9.1%, and nearly 2 vehicle manufacturers and dozens of parts companies stopped. This undoubtedly aggravated people's worries about the automobile industry.

how bad is the situation? Recently, the water drop car APP contacted the relevant leaders and staff of a number of OEMs to learn about the impact of the epidemic. The author found that although the virus is threatening, most car companies are much calmer than we thought.

There is still a turnaround in the auto market, and the demand for car purchase is expected to be released after the epidemic.

Undeniably, the sudden epidemic will inevitably have an adverse impact on the auto industry and even the domestic economy. IHS? Markit predicts that in the first quarter of 22, China's automobile production may be reduced by more than 1.7 million vehicles.

Jean-Louis, securities investment analyst? Sempe said: "The severity of this epidemic cannot be predicted, but there is no doubt that the epidemic has a great impact on factories, supply chains and domestic automobile sales in China." Analysts from Sanford Bernstein also believe that "China car companies will experience a very painful period in the next few months".

For the grim situation, several OEMs contacted by the Water Drop Auto APP did not shy away, but when it comes to "losses", all of them have reservations. Song Jun, general manager of Geely Brand Sales Company, said: "The epidemic situation should have a greater impact on sales in the first quarter, but it will have a limited impact in the long run. Based on the panic of public transport during the epidemic, many consumers may choose to buy private cars as an alternative means of travel, especially in the third-and fourth-tier markets, and the purchasing power will be further released, and the growth of models below 15, will usher in a big benefit. "

BYD has the same judgment. Du Guozhong, assistant general manager of BYD Auto Sales Co., Ltd. told the author, "At present, the epidemic continues to spread, which will definitely have an impact on terminal sales. However, there should be an outbreak of demand after the epidemic, especially for the first-time users, and we are also prepared in advance. "

Yu Jingmin, deputy general manager of SAIC Passenger Car Company, made it clear that "it is difficult to judge (in terms of sales volume) in February, but it should be able to recover in March".

in fact, there is still a debate in the industry about the trend of the auto market this year. Some experts said that although the start of 22 is unfavorable, it is still too early to "make a final conclusion" on the automobile market for the whole year. On the one hand, even if there is no epidemic, it will be the off-season of traditional car sales after the Spring Festival. With the current national prevention and control efforts, the inflection point of the epidemic may come soon, and the annual car sales are expected to draw a smile curve.

on the other hand, after two years' painful period of negative growth in the big market, domestic automobile enterprises have a clear understanding and full mental preparation for the cruel competition in the stock age. More importantly, the truly powerful enterprises are gradually adapting to the new situation and accumulating the energy of rebound after arduous adjustment.

Didi Auto APP believes that the epidemic may accelerate the death of marginal brands, but it cannot stop hard-core car companies from returning to the right track. At least from the perspective of the response efficiency of several OEMs, the overall automobile industry has not been disorganized because of sudden disasters. We can even hold a more optimistic attitude: as long as it is handled properly, the crisis can also be turned into a favorable opportunity for the development of enterprises.

Life and health are the most important, and enterprises actively respond

The legal Spring Festival holiday extended due to the epidemic is over, but according to the requirements of local governments, the main engine factories have not resumed normal work at present, and employees generally adopt home office mode. According to the water drop car APP, car companies located in Beijing, Shanghai, Chongqing, Guangdong and other places are tentatively scheduled to resume work on February 1, and Hubei, where the epidemic is the most serious, will be delayed for another three days.

Maybe you've been busy during the longer and longer holidays, but for many autobots, this year's Spring Festival has been extremely fulfilling. Since January 23rd, the 29th, dozens of auto companies have contributed to the prevention and control of the epidemic, and made emergency plans for post-holiday production, sales and customer service.

A staff member of Changan Automobile told the author that they are much busier this Spring Festival than in previous years. Although people are at home, all departments are making new plans to overcome the difficulties. A number of independent and joint venture brands also said that they are actively deploying personnel and production capacity to prepare for the "war epidemic".

Xu Wan, the public relations director of Changan Ford, said that the marketing work of the brand will definitely be adjusted after the holiday. "The original plan will be postponed, and it will be transferred to online as soon as possible, including online finance and online car purchase."

Great Wall Motor has taken action to change the new product launch conference of Fengjun brand originally scheduled to be held in Xi 'an on February 6th to online release.

GAC Toyota is making two preparations. According to previous news, the brand's most important new car, Willanda, will be launched in March and April. Huang Heng, director of marketing department of GAC Toyota, said, "At present, we have no plans to postpone it, but we will also consider the form of online release at the same time. In short, we will make corresponding adjustments according to the progress of the epidemic."

It is worth noting that several OEMs have said that it is not a top priority to resume production and sales, but the most important thing at present is to ensure the life and health of employees, distributors and users. "The first is safety." Yu Jingmin repeatedly stressed to the author.

Make the best use of the situation, and you can see the true feelings in adversity

In this epidemic, compared with the OEM, the dealer suffered a more "fatal" blow. Cui Dongshu, secretary-general of the Association, said: "Automobile sales activities in many areas have been seriously affected, such as car group buying meetings and some marketing activities can not be carried out, resulting in great pressure on dealers."

Shuidi Automobile has learned that many automobile companies have issued support policies for dealers at the first time. For example, Volvo no longer sets the February sales target to decompress dealers; Ford's national sales and service agencies set up a 24-hour assistance telephone number, and no matter what the dealer needs, there are corresponding staff docking; According to the actual situation in different regions, SAIC passenger cars carefully formulate dealer support policies, and strive to take care of more partners ...

As the saying goes, "Brothers are United, and their profits are cut off". The cold winter in the auto market that lasted for two years made car companies realize that dealers are not "reservoirs" for digesting stocks, but comrades-in-arms for sincere cooperation. This time, the OEM extended a helping hand to the dealers, in fact, it also helped itself. This partnership, which has stood the test of crisis, is not only stronger, but also will have stronger fighting capacity in the future.

it should be pointed out that "a friend in need is a friend indeed" applies not only to dealers, but also to users.

Automobile marketing in the stock age is really a battle of mind. Brands that can gain user recognition at the level of cultural value will be in an invincible position. On weekdays, car companies often need years of brand promotion to realize the mental occupation of users from quantitative change to qualitative change. At an extraordinary moment when the society is facing a major crisis, every time an enterprise makes a timely gesture, it is conveying its own brand values to the outside world. Even a trivial matter may have a great influence, touch users' hearts and inspire their love for the brand.

because of this, we can see that dozens of car companies not only donate money and materials to fight the epidemic, but also provide users with all kinds of warm-hearted care services and strong after-sales guarantee.

According to Xu Wan, Changan Ford provides 24-hour hotline consultation and 24-hour road rescue service for car owners in view of the current special period; After the epidemic, the car owners will be provided with services to improve the air inside the car, such as cleaning and disinfection in the car and replacing the air compartment for free.

FAW Toyota said that the terminal is trying to communicate with customers online through intelligent exhibition halls and videos. For the maintenance needs of users, 4S stores have begun to register in advance, and after resuming business, they will give priority to providing services to these car owners.

Didi Auto APP believes that the current epidemic situation tests the ability of car companies to make use of the situation. If the crisis can be turned into an opportunity to consolidate channels and establish emotional ties with users, it will be of great benefit to the long-term development of the brand.

Wen/yin?

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