China FAW： Rejuvenating the new kinetic energy of national automobile brands.
China FAW, the cradle of new China automobile industry, witnessed China automobile industry from scratch, from weak to strong. Time flies, 71 years later, the development of China FAW and the country has always resonated at the same frequency, and it has always practiced the mission and responsibility of "serving the country and becoming an industrial power" in the advancing wave of the times.
China faw gate 1
In July 1956, the first truck (Jiefang brand) was born, ending the history that cars could not be made in New China; in May 1958, the first car (Dongfeng brand) was born, and in August of the same year, the first limousine (Hongqi brand) was born, thus opening the history of new China’s independent car brand. After more than 70 years of development, China FAW has always carried out the role of "the eldest son of the Republic automobile", accumulated a lot of money, innovated and developed, and moved from the first to the first. In 2023, China FAW brand value was 429.157 billion yuan, ranking first in the domestic automobile industry; "Hongqi" brand value was 115.529 billion yuan, ranking first in the passenger car brand industry; "Jiefang" brand value was 118.776 billion yuan, ranking first in the commercial vehicle brand industry.
Hongqi brand products
From creating a new era of national automobile industry to achieving a new breakthrough in the development of national automobile brands, China FAW has always stood on the forefront in the rolling historical wheel and always strived for the first place. At present, China FAW has grown into a state-owned super-large automobile enterprise group. By March 2024, it has produced and sold more than 58 million vehicles. In particular, the annual sales of Hongqi brand jumped to the level of 300,000 vehicles, creating a rapid industrial miracle.
To build a car for the country and the people, China FAW has been practicing the responsibility of "independently controlling key core technologies", "establishing national automobile brands" and "building a world-class enterprise" for many years, keeping in mind the entrustment, concentrating on innovation, striving to control key core technologies, forging new quality productivity and embarking on a high-quality development road.
The brand blooms with red flag brilliance.
If there is a brand that can represent China automobile, it must be the red flag. This is the unique brand heritage and national car gene endowed by history. In 2018, Hongqi brand released a brand-new strategy, adhered to the concept of "Chinese-style new noble exquisiteness", and created four product series, L, S, H and Q, which achieved rapid growth for many years. In 2023, Hongqi brand officially released three sub-brands: Hongqi Sunflower, Hongqi New Energy and Hongqi Energy-saving Vehicle. Red Flag, the jewel in the crown of China national automobile brand, is more and more dazzling.
Hongqi sunflower guobin motorcade
China Brand Day Red Flag Booth
China Brand Day Red Flag Booth
Brand-new brand positioning has made clear the direction for the development of Hongqi and gathered new development potential. In China Brand Expo in 2024, Hongqi brand brought three models to the exhibition. The new model of Hongqi sunflower is the latest masterpiece of Hongqi Guoli, which inherits the national culture and shows the demeanor of a big country; the new model of Hongqi New Energy, the first strategic model of Hongqi New Energy brand-Hongqi EH7, which is a pure electric car with peace of mind, and the red flag EHS7, a medium and large-sized pure electric SUV, which is positioned to provide a travel experience with peace of mind and wisdom, taking into account leisure and off-road in the city. At the same time, the Red Flag brand has appeared frequently on the international stage, conveying the power of China brand to the world with a calm and confident attitude.
Product rejuvenation provides users with wonderful travel services.
With the rapid iterative transformation of new industrial technology and the diversified upgrading of consumer demand, China automobile is facing brand-new challenges and also ushers in greater development opportunities. Whether it is the technological change brought about by energy transformation or the artificial intelligence breaking through the inherent boundary, it is intuitively presented on automobile products. In the face of "product innovation", which is a compulsory question for all car companies, China FAW took the initiative to upgrade its product matrix.
China Brand Day Red Flag Booth
In 2024 (18th) beijing international automotive exhibition, China FAW participated in the exhibition with its brand heavyweight products. Among them, the concentrated appearance of 22 models of Hongqi shows a new look of brand development.
China Brand Day Red Flag Booth
China FAW innovates and dedicates brand-new technology, speeds up the launch of star products, provides the ultimate service, and constantly satisfies consumers’ pursuit of "wonderful travel and better life".
Technological innovation to create the ultimate experience
National experience is the best report card of national automobile brands. China FAW has always adhered to the consumer experience as the starting point of technology research and development, manufacturing, and made every effort to meet the needs of Chinese people for a "wonderful trip and a better life". In 2020, China FAW released its technology strategy for the first time. After continuous iterative optimization, on April 18, 2024, the fifth science and technology conference of China FAW officially released the development strategy of its technology "SIGHT (insight) 531", and released the "three technical platforms" of Hongqi brand, namely "Hongqi Tiangong" pure electric platform HME and ".
The Red Flag brand cooperates deeply with the Palace Museum, combining the aesthetic charm of China classical architecture with cutting-edge technology, perfectly integrating into the design of Red Flag products, and creating high-value products with rich cultural connotations. At the same time, China FAW and Dunhuang Research Institute continue to carry out project cooperation, and the latest design results will be published one after another during the year.
Accumulate and develop the inside information with cultural people
In recent years, China FAW has continued to carry out the "Four Capabilities" reform with "cadres can be promoted and demoted, employees can enter and leave, salary can be high and low, and institutions can increase and decrease" as the core. The reform concept of clear goals and responsibilities, matching salary and value, equal incentives and constraints, and the integration of strict management and love has precipitated into a new cultural gene of the enterprise. Through the reform, the support of enterprise organizational structure, institutional mechanism and human resources for strategic objectives and strategic transformation has been further enhanced, and the innovation and creativity of project teams and key talents have been fully released. Equivalence of responsibilities and rights, stimulating the innovation power of talents. China FAW continues to promote institutional innovation, with an average annual increase of 8.6% in R&D investment in the past three years, and implements such methods as "revealing the list and taking the lead" and "task contracting", so that R&D personnel have status, platform and treatment. A large number of young R&D personnel and artisans from big countries continue to emerge, and many post-80 s and post-90 s are entrusted with heavy responsibilities and provoke the girders. Introducing from outside and cultivating from inside to create a highland for automobile talents. The data shows that China FAW has introduced a total of 13,198 talents, among which R&D talents have increased by 13% in three years. In the past three years, he has won 454 honors in the talent category at the provincial and ministerial level and above, among which 11 were selected into the national talent plan. Optimize the mechanism and promote the transformation of achievements into industrial incubation. China FAW actively explores the transformation channels of "licensing and pricing shares", and through the combination mode of "cash incentive and equity incentive", it realizes the organic integration of team project deep binding and employee income amplification.
Robot automatic welding production line in welding workshop of prosperous factory area of China FAW Hongqi manufacturing center
In the future, China FAW will continue to speed up the control of key core technologies, resolutely establish a national automobile brand, continuously enhance its core functions and enhance its core competitiveness, accelerate the construction of China FAW into a world-class mobile travel technology company, and make new and greater contributions to the construction of a strong country and the great cause of national rejuvenation.