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日前北京华泰汽车控股集团有限公司准备挤入微车市场

中国机械工业联合会机经网  发布时间:2013-03-27 08:56:05  来源:第一财经日报


近年来,在高管频频集体出走、销量造假、萨博闪婚闪离以及与宝腾汽车合作拖延等一系列事件的影响下,北京华泰汽车控股集团有限公司(简称“华泰汽车?#20445;?#21457;展规划亦一再受挫。记者日前从华泰汽车内部人士处获悉,该公司在再次强攻中高级轿车市场的同时,还将进军微车领域。

  近年来,在高管频频集体出走、销量造假、萨博闪婚闪离以及与宝腾汽车合作拖延等一系列事件的影响下,北京华泰汽车控股集团有限公司(简称“华泰汽车?#20445;?#21457;展规划亦一再受挫。

  记者日前从华泰汽车内部人士处获悉,该公司在再次强攻中高级轿车市场的同时,还将进军微车领域。

  “去年年底公司就?#23637;?#20102;哈飞赛豹的一些资源,现在生产设备?#23478;?#32463;从哈尔滨搬过来我们工厂了,接着这个基地将生产微面车型。?#26412;?#21326;泰汽车鄂尔多斯分公司内部人士透露,目前华泰汽车计划在新落成的鄂尔多斯第二工厂投产微车。

  “华泰主要车型圣达?#39057;?#25216;术来?#20174;?#38889;国现代,基因和基础都挺好的,这也是他最有利的资源,应该抓住这个优势在SUV上深挖,学习长城的聚焦战略,而不是一味地延伸产品线。”业界评论员宇辰指出,在国内B级轿车市场上短期内自主品牌都难以?#40644;疲?#32780;微车市场由于长期被五菱、长安、东风等巨头盘踞,近年来行业集中度越来越高且竞争态势两极分化严重,后来者要取得一席之地并非易事。

  以SUV起?#19994;?#21326;泰汽车,尽管进入汽车制造领域已经逾十年,但面对越来越激?#19994;?#24066;场竞争,由于产品更新缓慢,车型竞争力下降,品牌被市场边缘化严重,目前销量离十万辆的初级门槛仍相去甚远。而目前旗下的系列产品中,销量最好的主力车型圣达菲月均亦仅约2000辆,而旗下中高级轿车华泰元田B11的销量亦不乐观。

  3月18日,华泰汽车鄂尔多斯分公司第二工厂投产之际,正式推出其酝酿多时的新款轿车产品——路盛E70(?#21019;?#21069;所?#39057;腂21)。这是华泰从SUV转战轿车市场以来,投放的第二款产品。

  实际上,早在两年前,华泰汽车就曾高调宣布正式进军轿车市场,?#36824;?#23450;位为自主中高级轿车的元田B11并没有让其成功转型。

  据华泰副总裁王惟介绍,2013年华泰汽车销量目标为10万辆,同比2012年增幅接近200%。而在华泰汽车董事长张宏亮的规划中,到2015年华泰汽车将实现整车、发动机和变速箱实销50万台/套,其中出口海外市场将占到总销量的30%以上。

  宇辰认为,尽管华泰汽车称目前与宝腾的合作顺利,但究竟能在多大程度上提升华泰在轿车制造领域的技术实力,还是个未知数?#27426;?#19982;合资、甚至是自主品牌相比,华泰发展中高级轿车并无太多优势可言,孤注一掷押宝柴油车并非明智之举。

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