Data show that as of the end of 2014, China's motor vehicle ownership reached 264 million vehicles, including 154 million vehicles. According to the sales data released by the China Automobile Association, China's automobile sales reached 23.49 million units in 2014, an increase of 6.9% year-on-year, ranking first in the world for six consecutive years. With such a large car ownership and growth base, how is the overall quality of Chinese auto products? Gasgoo.com has conducted a week-long industry survey on this issue. The results show that the overall quality of domestic automotive products has improved significantly in the impression of most industry insiders. According to JD Power Asia Pacific, the 2014 China New Car The Quality Research SM (IQS) report shows that the quality of new cars in China continues to increase substantially, in line with our findings.
What are the reasons for the overall quality improvement of automotive products? What role does "3.15" play in this? What is the quality of the products of several major car systems? In this issue, Geshi Liheng invited Dai Wentao, deputy general manager of Xinhuaxin Auto Marketing Solutions, Song Jian, deputy director of the State Key Laboratory of Automotive Safety and Energy, and Wang Ning, professor of Tongji University Automotive College, to discuss this topic.
One of the balances: What do you think is the reason for the improvement in the overall quality of domestic auto products in recent years? What role does "3.15" play in it?
From March 2nd to March 8th, the results of the industry survey of the overall quality of domestic automotive products by Gasgoo.com indicate that the overall quality of domestic automotive products is increasing year by year.
In this regard, Dai Wentao said that from the general point of view, the quality of any type of products is constantly improving, and the overall quality of the car is no exception. In its view, there are two main reasons for the continuous advancement of car quality. First, from the demand side, domestic car consumers have actively deepened their understanding of cars, from the initial unfamiliarity to gradually becoming familiar with, even There have also been a group of expert consumers who not only know how to evaluate the quality of cars, but also in turn require manufacturers to continuously improve the quality of cars to meet changing market demands.
In addition, from the perspective of the internal management of the provider's manufacturers, in recent years, manufacturers have put forward continuous and refined requirements for quality management. Many manufacturers have more internal quality control, and these monitoring are mostly linked to the KPI of the manufacturer's quality department. To a certain extent, it has promoted the continuous improvement of its quality management level.
Wang Ning also gave the same view, which believes that the changing market competition environment is a major cause. Wang Ning also pointed out that consumers nowadays are becoming more and more aware of the car, and market pressure urgently requires car companies to pay attention to quality. At the same time, it pointed out that with the expansion of the market and feedback on after-sales issues, independent brands are also striving to improve their technical and quality management. In addition, the self-owned brand has accumulated some capital in recent years, and there is a little technical precipitation in the global R&D design, which contributes to the improvement of its overall quality.
Song Jian pointed out that the upgrade of manufacturing equipment has improved the quality of the car in the manufacturing process. "China's automobile manufacturing equipment is not worse than foreign countries. Even as a rising star, many of our equipments are the latest, and some old equipment is still used abroad." Song Jian said, "The quality requirements of ordinary people buying cars are constantly improving, people tend to Choosing a car with better reputation, quality and sales are directly linked, and car companies will naturally work hard on quality in order to sell."
Regarding the role played by "3.15", Song Jian believed that it was mainly a supervisory role. "No one wants to be exposed because of quality problems. Some car quality problems led by CCTV in the past few years have prompted car companies to be more vigilant and pay attention to quality issues."
Wang Ning said that “3.15†played a positive role in promoting the self-protection awareness of consumers. On the other hand, it promoted the improvement of product quality by car companies. However, Wang Ning also pointed out that the quality problem of a company is only supervised by "3.15". That company must be doing badly. "The car is not a hammer. If the car company wants to stand in the industry for a long time, it is still fundamentally It is necessary to proceed from its own management and proceed from the quality performance of the product itself."
Dai Wentao also believes that the improvement of China's automobile quality cannot rely on "3.15", which is only a icing on the cake. "3.15 exposure is a problem at one or two points, which has a certain deterrent effect on the manufacturers, and there is also a symbolic and driving change in the industry, but the improvement of the quality of the entire Chinese car is fundamentally at the level of factory management. Upgrade."
On the balance: the continuous improvement of the consumer environment and the continuous increase of market competition are the main internal driving forces for the improvement of the overall quality of domestic automotive products, and the upgrading of manufacturing equipment and the improvement of related technologies are also essential external stimuli. In short, The continuous improvement of product quality with the development of development time is in line with the law of industry development. The "3.15" concept, which has received more and more attention in the automotive industry, is fundamentally a media-supervised role that has been phased up on the premise of insufficient credibility of relevant departments. It is a shock to automakers, but market surveillance still needs media as the mainstay. It is still an immature sign for the entire industry.
On the second part of the balance: What are the quality of the products of several major car systems, and which car system is the best?
Throughout the major mainstream cars: German, American, Japanese, Korean, French, and independent brands, how are their specific product quality, and which car system has the best performance?
Dai Wentao first pointed out that the quality of German and American cars has been relatively stable, mainly because it has been in the automobile industry for a long time. Although there have been some small waves (sagitar events, etc.), it is undeniable, relatively speaking, The overall quality is still relatively stable.
In the Korean department, Hyundai Motor is a typical internal quality management benchmarking enterprise. In the 1980s and 1990s, the modern wave of enterprise quality management directly led to the improvement of its overall vehicle sales. “In terms of quality management, some modern initiatives are It is worth learning in the industry. There are still manufacturers who send employees to study in modern times every year."
The Japanese system represented by Toyota, the lean production method, is also relatively old in quality management.
In the past five years, the independent quality management level has been greatly improved, and the gap with the quality management level of joint venture brands is shrinking. According to JD Power's quality report last year, the average new car quality of its own brand in 2014 was 131 PP100, which was 24 PP100 less than that of 2013 (155 PP100). The lower the score, the lower the problem rate, that is, the higher the quality. high). International brands decreased from 104 PP100 in 2013 to 95 PP100 in 2014.
In terms of quality alone, Dai Wentao admits that his personal optimistic about Japanese. First of all, Japanese production management is second to none in the world. Secondly, the more conservative business ideas make its operation relatively stable.
In Wang Ning's view, the quality of the self-owned brand is slightly weaker. After all, the development process is late, and the management experience is not as good as the foreign joint venture brand. However, he also mentioned that the joint venture brand is not necessarily good. Many models are not listed in foreign countries when they are localized. It is only listed in China, and there will be problems.
In addition, Wang Ning pointed out that quality and sales volume are directly linked. “A sales volume of one model can last for many years to reach one or two thousand units or even higher, which proves that its quality is relatively guaranteed. Relatively speaking, it is achieved in quantity. There is not much problem in the quality of this scale. If there is a quality problem, consumers will definitely have feedback, which in turn will affect their continued good market performance."
On Hengxiaojie: In terms of quality control, several major foreign-funded cars have their own advantages. After all, they can develop into world-class enterprises. It is necessary to establish a relatively complete quality supervision mechanism. Which one is stronger is a matter of opinion. What needs to be compared is actually The attitude of major car systems to the Chinese market, whether the standards implemented in the country are their global standards is the key to the problem. In addition, it should be pointed out that self-owned brands have made remarkable progress in product quality in recent years, but in the face of the brand heritage of foreign-funded automobile enterprises, the independent brands still have a small gap.
On the third of the balance: What are the serious quality hazards in the current domestic auto market?
In 2013 and 2014, for the second consecutive year, “3.15 anti-counterfeitingâ€, the auto industry was exposed to DSG events and the wing tiger “broken shaft doorâ€. The speed of response and solving the above problems was unprecedented, and “3.15†gradually became The big thing in the car circle. At the moment when the car ownership is at a new high, what are the serious quality hazards in the domestic auto market? Which aspect of the quality hazard is most likely to be exposed by this "3.15"?
Dai Wentao pointed out that from the perspective of car owners, the power system such as engine gearbox has the biggest hidden danger.
Among them, the first power system, the second chassis, especially the front and rear axle problems, these are directly related to life safety.
From the point of view of the failure rate, which part of the failure rate is higher, the failure rate of some small parts such as body accessories or air conditioning systems may not be low, but everyone will pay special attention to the failure of the engine and the transmission. Mainly it will involve life safety.
"In the future, the failure of electronic appliances may make everyone pay more and more attention," Dai Wentao also mentioned that the electronic degree of a car has reached 20% to 30%, and many digital entertainment systems are constantly being on the body. Loading, with the popularity of the Internet of Vehicles in the future, the introduction of the Internet concept, the degree of electronic body will be higher and higher. "After the popularity of the vehicle network, the Internet inside the car is connected to the outside world, which is likely to cause problems in the information security of the car body, such as hacking accidents, data security, etc."
Wang Ning believes that the situation of airborne volatiles in the car will be more serious. It is reported that there is currently no uniform standard for the air quality in the world. The existing Chinese legal system is relatively lax compared with developed countries such as Europe and the United States. If the air quality standards in China's vehicles are not strictly foreign, and the production processes and products only require national standards, then there is a possibility that the gas will exceed the standard. And, coupled with the compression of production costs, it is likely to bring quality risks.
For the most likely exposure problem, the interviewed experts said that this is an accidental event, which is not easy to predict before the emergence of particularly obvious predisposing factors, but in terms of probability, as air pollution continues to increase, people are concerned about PM2. The attention of .5 has continued to increase, and the stimulation of a related propaganda film in the previous period has a high degree of concern for air quality. Therefore, it is more likely that the air in the car and the exhaust emissions of the car will reach the standard. .
On the balance: At present, 3.15 has become an important way for the automotive industry to solve the quality problem once a year. Manufacturers, media, consumers and other people have given high attention. In the past two years, there have been many car brands in the industry. Before the 3.15†recall of products with potential quality hazards, the deterrent power of “3.15†is evident. It is not yet known whether the current "3.15" will be exposed to automobile brands. However, according to the current hotspots, the air quality related aspects are most likely to be "shot", and those exposed to serious air quality problems in the car have not been actively resolved. The car brand may have to be nervous.
Gai Shi Heng Heng: It is a brand car comment column created by Gass Automotive Research Institute, dialysis of new phenomena, new hotspots, new laws and new trends in the automotive industry; with industry senior experts, authoritative media people and corporate executives as the main body of speech, more Discuss the changing Chinese and foreign auto industry at different levels and at different angles.
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