Lei Xin's difficult start

Unlike his predecessor, Tang Teng, who always had a good temper, the 45-year-old, medium-sized Lei Xin, did not frequent him after his appointment as the deputy general manager of Dongfeng Peugeot by the head of planning department of Shenlong Motor Company. .

Lei Xin's difficult start



The colleague who worked with him said that Lei Xin does not like the kind of situation facing the camera and the microphone. He is more willing to spend time on doing things than to give a speech. However, in fact, when he had to accept questions from reporters, Lei's new order was extremely clear. Due to his fast speech rate and quick response, it was not easy to interrupt him. "From the Dongfeng Peugeot ...", "from the consumer ...", "in terms of local research and development ..." is Ray's verbal.

In most of the time, Lei Xin is difficult to get rid of the image of a typical engineer who came from Tsinghua University, which makes him appear more rational and passionate when passing Peugeot's French romance. Can he make the flagship model 508 a hit?

Slower growth Compared to Bordeaux wine, Paris fashion and Toulouse's fragrant foie gras, French-made cars have been a bowl of water in China, and arrogance has always made them lose in this competition with Germany or Japan. Come.

In the sixth year of China's entry into China, Peugeot sold only 150,000 vehicles in 2010. The worldwide performance of the Skoda brand was far below the above figure in the fourth year. Peugeot sold a record 2,411,800 vehicles worldwide in 2010. As the second largest market for PSA Peugeot Citroen, China’s contribution is only 7%.

Lei Xin seems to have no choice but to change the status quo. Before launching 408 last year, Dongfeng Peugeot, which was powered by the 307 and 206 models, only entered the market with a coverage of 28%.

It is difficult for us to evaluate whether the birth of the 408 is a brainstorm or a fall for the French. "Big and calm (408 slogans)"? This enlarged version of the 307 has deviated from the spirit of passion.

The sales of the 408 did not achieve the success of Raytheon's initial forecast of 8,000 units for the monthly sales. What's worse is that from the second quarter of last year when the model began to deliver, sales volume of 307 began to decline by as much as 25%, and 59,261 units were sold throughout the year. It is 13% less than in 2009. Those buyers who originally planned to purchase a 307 high-profile model would easily give up this original intention and stay focused on the 408 with similar prices, but the 408 had only 23,881 vehicles on board.

The brand lost Peugeot Citroen is still not a truly global company. Since it was pushed out of the North American market by Japanese cars in the 1990s, it is still a blank. The company’s CEO, Philippe Varan, expects that Peugeot Citroën’s car sales outside of Europe will account for half of the total by 2015, with as many as 61% of cars purchased by Western Europeans last year.

Due to misunderstanding of the Chinese market, Peugeot has not been able to achieve China's performance commensurate with its European status. They have not put in any new models for four years.

Since the alliance with the Dongfeng, Peugeot was not a French lion that symbolized grace and splendour. Sincerity and reliability have become the original label of Dongfeng Peugeot. No one even wanted to spend time and money on the Peugeot brand. Only on the occasion of the 200th anniversary of last year, they offered a history of producing coffee grinders and bicycles under the Peugeot trademark in the 19th century. Dongfeng Peugeot, which lost its brand appeal and product support, has fallen into a marginal situation. Last year, the share of the passenger vehicle market in China was less than 2%.

Compared with his predecessor Tang Teng, Lei Xin is still fortunate, and the French are finally beginning to realize that the Chinese market has enormous potential. Except for expecting China to become the world's largest market in 508, they think that Peugeot’s overall sales will surpass the French mainland sooner or later.

Has Raymond Peugeot’s Chinese leader, who will lead the Chinese team for two full years, make the flagship model 508 a hit and shine, and it seems that the brand recognition is not enough to welcome the PSA’s head-to-head model in the Chinese market?

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