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Recently, Fujian New Longma Automobile Co., Ltd. (hereinafter referred to as New Dragon Horse) under Fuzhou Automobile Group issued a new small car brand, Qiteng, and announced that the small car strategy was officially launched.
Fuqi brand new small car brand Kai Teng 
For the new Ryoma, a low-profile automobile company, from product planning, Qiteng selected micro-customers with a relatively low technological threshold as an entry point, and gradually expanded passenger car series such as MPVs and SUVs.
It is worth noting that the application for production access of the new Ryoma cross-category production multi-purpose passenger car was formally approved by the Ministry of Industry and Information Technology, which made Xinlong Ma become the most complete vehicle manufacturer in Fujian Province.
In the current process of the restructuring of Dongfeng Motor Corporation and Fuzhou Automobile Group, what kind of production plans will the future parties have in this business segment is worthy of attention.
Kai Teng-Wuling route to follow <br> <br> located in western Fujian Longyan City, the new Ma car, jointly funded by the blessing Automobile Group and Longyan municipal government, a total investment of 2.0275 billion yuan, of which Fu steam Group holding 50.95%.
In addition to the official launch of the new Longmax Auto's first small-car brand, the “Qiteng,†the Qidong brand’s first model, the M70, was also launched. The car is located in the traditional micro-car models, priced at 35,900 to 45,900 yuan, mainly in the third and fourth tier cities.
As the first group of small cars with completely independent intellectual property rights under the Group, Fuqi Group's emphasis on Qiteng can be imagined. However, the current environment for the first car Qiteng M70 is that the micro-market has begun to decline. According to data from the National Passenger Vehicle Market Information Association, the cumulative sales of the micro-passenger market in 2013 were 1.565 million units, a year-on-year decline of 9.6%. The micro-vehicle business of many companies experienced declines, and the Qiteng M70 appeared to be somewhat “unusableâ€.
In response, Wu Wenbin, executive deputy general manager of New Longma Motors, told reporters that “in the past five years, micro-customer users have gradually shifted to the passenger car market, but in fact the total consumer demand is still growing.â€
In his view, the development route of SAIC-GM-Wuling, a logo-type company in the mini vehicle business, provided a successful reference sample.
“Wuling is also the first to have the light and glory of micro-guests, and then launch Hongguang to gradually enter the passenger vehicle.†The data of the CUP shows that in 2013 Wuling’s micro-customer segment sold 829,000 units, a year-on-year decrease of 7.5%, but Its MPV model Hongguang sold 496,000 units in the same period, an increase of 56.9% year-on-year. 
According to Wu Wenbin, the second new product will be an MPV after the first microchip M70 is listed. After that, there will be SUVs and other products.
Compared to his mini-car brand, Xinlong Maju's other weapon in Qiteng is cost-effective. Wang Yihong, deputy general manager of the new Longma Automobile, believes that “micro-vehicle consumers do not place much emphasis on brands, but pay more attention to cost-effectiveness.†It is understood that the same configuration of micro-cars, M70's price is cheaper than other models an average of 7,000 yuan.
Mid-term sales target of 150,000 <br> <br> in the "Twelfth Five-Year Plan", the Fujian provincial government has made it clear that the Fujian auto industry in the "five" the end to reach one million sales goal.
Fuqi Group is undoubtedly the main player of this goal. Currently, the core business of Fuqi Group's entire vehicle is divided into four parts, including Southeast Automotive, Fujian Mercedes-Benz, Xinlongma and Jinlong Auto (600686, SH). According to official data, Fujian Benz sold 12,400 units in 2013 and South East Motor sold 121,000 units. The new Ryoma, which took nine years of development, is still insignificant in annual sales.
In this regard, Wu Wenbin believes that the new Ryoma, which has just acquired the qualification of a passenger car, will be an important “incremental†for Fuqi Group.
On the other hand, the 300,000 engine cooperation project between Xinlongma and Wuling Liuji has already started, and the two parties will also establish an engine joint venture factory, and Xinlongma will have a controlling share in the plant.
According to the plan, in terms of brand positioning, Qiteng is lower than Southeast Motor (self-owned brand) and fills the third, fourth, and even lower markets that the latter cannot cover. For example, 81 sales networks in the early period of Kai Teng are mainly distributed in the third- and fourth-tier cities such as Shandong, Henan, Hebei, Fujian, Yunnan, Guizhou and Sichuan.
It is understood that this year's new Ryoma sales target of 20,000, and strive to 30,000, in the next 3 to 4 years, gradually climbed to 150,000.
Dongfeng Motor restructuring Fu steam pending <br> <br> currently growing enterprises are better micro car with a powerful group background, and slow due to product launch and other reasons, Fu Automobile Group was founded more than 20 years since slow growth performance since 2009 has been Looking for external support.
In this context, the future prospects of the new Longma cannot be reminiscent of Dongfeng Motor, which is currently restructuring Fuzhou.
The relevant person of the new Ryoma car expresses euphemistically, "If Dongfeng controls Fuzhou, it is also reasonable to participate in the development of the new Ryoma in the future."
The source told reporters that “New Longma has a number of production qualifications and is now a relatively scarce resource. In the future, with the continuous introduction of new products, these camps will all become full one by one. From the east wind point of view, this will be its southern business. The effective supplement of the plate."
However, the reorganization is not as smooth as expected. According to relevant persons from Dongfeng, Dongfeng has already completed four rounds of due diligence. However, the equity transfer agreement and capital increase agreement originally signed in September 2013 will only progress after the Spring Festival of the Lunar New Year of the Horse.
Regarding Dongfeng restructuring of Fuzhou, a person close to the Fuqi Group told reporters that although at the group level, both parties hope that this cooperation can be promoted, the interests of its various business segments are entangled and the future variables are difficult to predict. In 2014, the chairman of Fuqi Group, Lim Xiaoqiang, also reached the retirement age. Whether the successors can continue to promote this cooperation is also uncertain.