Valan is another Ghosn it? France in China, this time to succeed? See PSA Peugeot Citroen's hidden world. .
ABR reporter Wang Jian-Zhang South Sun mingxun training.
This is a real renaissance car company began a prelude to it? . .
2010-1-8, Peugeot in Paris held a grand opening ceremony for the new identity. The 1847 as a hacksaw brand born lion became more aggressive, more concise.
February 5, 2009, in Paris Citroen unveiled a new brand identity. That in 1913 the word is used as a trademark of the double tooth shape, edges and corners become more rounded, more three-dimensional. .
PSA Peugeot Citro?n (PSA) for standard to replace Mont as of the long-awaited his lot. But last year Citro?n swap label, shortly after the then company CEO Streiff (Christian Streiff) is expelling.
As Europe's second largest car company since 2002, the situation has not been stagnant real change, seeing from the financial crisis raging, PSA Group holds 30% shares of 45% of the right to speak there Peugeot family decided to chicken coaching change. .
This year's Peugeot seems to be a good sign. After transfer, the new: helmsman roiland (Philippe Varin) not only won a PSA to a good start in the first quarter, but he also quickly touch the former mauled in China are looking for a second mandate of the joint venture partners has basically completed.
May 4, Valan arrived in Chongqing, representing PSA Peugeot Citro?n Automobile with China's Changan Automotive Group set up joint ventures in China, signed the letter of intent. The two sides share in half, the joint venture will produce light commercial vehicles and passenger cars environmentally friendly. .
Previously, cavallin French President Sarkozy accompanied by attended the Shanghai World Expo, the twinkling of an eye to Wuhan, inform the company of Dongfeng motor old partner of Xu, General Manager, will leave Changan: helmsman Xu ping agency matters.
According to "Automotive Business Review" by the news, this joint venture will manufacture the products provided Changan Automobile, the use of it may be the Peugeot or Citroen brands. .
In the past is to borrow foreign technology, product and brand, and now want to borrow the Chinese foreign technologies and products. Comparison of China's automobile industry for more than 20 years of experience, this is a joint venture with subversive significance.
This is a victory for Xu stay flat, perhaps it is Valan victory. After the head of the PSA Group Valan is indeed changing. Year in China's arrogance and short-sighted and has been equal, win the place, and this may be just what the French can quickly reach a consensus with the Chinese people the most important reason for it. .
This joint venture, the French will not be repeating the mistakes of the past in China?.
Guangzhou Peugeot joint venture of the 1980s, the story has become a French no longer willing to recall the past, and then launched dragon story is a long nightmare. In this way the two can go down in history for China's auto story, the French have been playing the role is similar to the ostrich. It can only see so far it? . .
Apr. 23rd, 2010 Beijing International Auto show, the PSA has finally given in China's development milestones, that by 2020, China's market share reached 8%.
As senior vice president of PSA, PSA Chief Executive Officer of China on Chinese Affairs Man shouting out the goals, his side startled his staff. You know, in 2009 PSA market share in China is only 3. .4%, But also to know that the goal of multinational corporations in China are almost always difficult to accomplish, there seems to spell out of the way. .
However, no longer the case, I believe that this time Huari than any man once more confidence. He knew that the new person is working at the global productive new offensive, he knew that before long, the PSA has the world's largest automobile market in China new joint undertakings.
Now, the story of a losing battle to restore to a good start. So, let's take a look at the story of how a failure occurred and the end of it! . .
From the column dimension (Jacques Calvet) to Buddha Stolz (Jean Martin Folz), Streiff to Varan, PSA group more than 20 years of this fourth CEO, they are for the Peugeot and Citroen brands add what blood? today's Varan is another dagorn? this time, the French people to success in China?.
"Automotive Business Review" as you open the PSA Peugeot Citroen's hidden world. .
1.
Jialie Wei. .
JACQUES CALVET。.
Today, few people have cars circle on Jialie Wei (Jacques Calvet) The name was familiar. His exact identity is 1984-1997, with Peugeot and Citroen brands of the PSA Group president, but this time it just covers the Guangzhou Peugeot to death by the students the entire life cycle. .
In 1985, Peugeot and Guangzhou electrical Bureau joint venture Guangzhou Peugeot automobile company. In the joint venture, Peugeot shareholding of 22%, electromechanical, 46% of the shares, shares of the National Bank was Paris, CITIC automobile companies, International Finance Corporation (IFC) partition.
No applause, no hugging, no champagne, not even a photo, in March 1997 on a Friday night, Guangzhou Peugeot Automobile will terminate the negotiations in the foreign atmosphere of depression sign at the end. French will be held in Guangzhou Peugeot's shares in the price of one franc left Guangzhou Automobile Group. .
The story of the Guangzhou Peugeot automobile has already been used as a joint venture of classic failure case is to analyze more than once, everything always don't bypass, is against the law on joint-venture projects negative attitude and strategic failures of denunciation.
However, reflection and condemnation seems to be unilateral. When the Chinese automotive industry for such a tragic ending of Guangzhou Peugeot and sighed with regret, the distance including the president of the PSA Group executives, including Jia Liewei but that in the past 10 years, China's performance in a victory. .
Although the JV Ltd 27 billion, but they use very little investment (22% of the shares should be used primarily to the Chinese side of the transfer of technology and devices become shareholders in France), through CKD large francs (from 1984 to the end of 1995, the French Peugeot supplies CKD parts for a total of $ 33. .3 million francs was nearly 50 million RMB).
Thus, all become not difficult to understand. .
Whether for Peugeot 504, 505 nationalization and the introduction of new models is not positive, or at the time of the third-phase project of Guangzhou Peugeot decision maintains, are derived from the French side have never to look at this project, they care about is that this project will bring benefits in the short term, not the next to go to China.
As group president of PSA at that time, Jia Liewei this strategic thinking is clearly an "advocate." .
In September 1931, born to add dimension and graduated from the Paris National Institute after graduation, worked at the French Cour des comptes, the then French Minister d'Estaing worked as Director of the Office, was elected President of France rudstam, and Levi began his inauguration of Banque Nationale de Paris, and has been achieved, Executive Director of the Office..
In 1982, PSA since 1970 and the European operations of the Chrysler Citroen Motor Company's acquisition of the experienced great financial difficulties, thus, PSA 52, are seen as able to help the family group to add the rescued Victoria were invited to the PSA, 2 years later, on September 4, Jia Liewei become president of the family business. .
From 1984 to add dimension to Peugeot and Citroen two brands are planned, 12000 people were laid off, at the same time he wanted to develop when underachieving Citroen brand were Peugeot employee strike. His firm was known as "hatred" is used to manage, with the result that can be imagined, PSA is not in accordance with his vision to leading European automobile companies.
It is worth noting here is that Jialie Wei PSA Group from the beginning to enter the goal is to make it into Europe's leading companies, which may also select Jialie Wei PSA family reasons why, look at the development history of PSA, which a family never seemed to get rid of European geographical thinking. .
Whereas Levi is a narrow nationalism, he opposed the European integration, oppose the use of a common currency, the euro against the European car market is open to the Japanese and the French defenders of the automotive industry, this is not difficult to imagine, when the European market is gradually declining, with the European public and other car companies had already started in the world in search of opportunities, like adding columns-these people wouldn't have a global vision and thinking.
Back to the Guangzhou Peugeot project. At that time, Jia Liewei just as PSA president, hope to find in some of the financial difficulties of the PSA project can make money, while Hong Kong He Zidong appropriate at this time matchmaking, so, PSA co-operation in Guangzhou, the project will see the earn on a hope. .
Add-d then ideas is the automobile manufacturing is too complex, a weak weak China production was, his plan is through a large number of exports under the French Peugeot PSA 504, 505 parts assembled by China, to earn money in China. In order to reduce risk, joint venture, a French Peugeot accounted for only 22% of the small unit.
French lucky enough, Guangzhou Peugeot was born in a good time, when the national production of small cars, the brand has little competition. So a good performance, interior and manipulation, so in particular is 505 Peugeot car hit, and once in the domestic market demand, 1988, Canton standard output to 5000 or more, turned a profit. .
In this process, the French side through CKD large profits, why they do not want to see the nationalization of parts and components. From here, the Guangzhou Peugeot production costs remain high.
"The French people still self-righteous to think that their car is Bisangtana well developed Bisangtana still stubbornly high prices, up to 260,000 yuan. This Peugeot 505 sales have been unable to break through, to some extent to the domestic components matching very difficult. "served as sales manager of Guangzhou Peugeot Minghui money on" auto Business Review, "told reporters. .
In 1994, China automotive industry policies, 40% of the vehicle used for the requirements that rely on the Guangzhou Peugeot automobile parts and components is subject to the higher parts of tariffs was RMB to franc, make cars cost was prohibitive, Peugeot 505 formation due to prices-backlog.
In contrast with the Peugeot 505 was almost the same time start the Volkswagen Santana, the German car was launched to promote the localization of Santana community projects, although the beginning of more pay, but many years later, Santana can maintain high prices while continuing to reduce costs. .
In 1995, joint venture, in the past, a loss can also benefit from export parts of Peugeot vehicles in Guangzhou Peugeot losses after three years can no longer be upheld. The automotive business review, prior to this, Peugeot had hoped to Guangzhou Peugeot production equipment pricing, sale, the Chinese Government officials at that time, the other one – that you take those assets returned to their country. The French had to be dropped to 1 franc to sell its own shares.
When the item profit, all is well said, so there will be a standard three projects in 1992, 150,000 wide-scale program, not only initially for the introduction of 406, and even have to find a good place. But when the Guangzhou Peugeot loss, Jialie Wei began to waver, and the next on Dec. 3, 1995, Jia Liewei visit to China not only failed to restore vitality to broad standard, and has to its quick demise. .
Guangzhou areas seeking leverage to add dimension to facilitate wide label III project to save the broad subject, but to add dimension, Guangzhou Peugeot cannot profit, not improve, the prospects for an unknown project PSA is not willing to invest in a few days later to add dimension to leave China. China automobile industry company General Manager Chen Cho Tao had comments on the failure of Guangzhou Peugeot, he believes that one of the biggest reasons is to add dimension to the Chinese market confidence.
Short-sighted as reflected in the Jialie Wei Citroen joint venture in China projects. As early as 1988, the joint venture through the national project, but the political turmoil of 1989, the French side back, only Volkswagen and FAW president of Hahn continued to conduct joint negotiations. .
December 1991, after a long 5 years of negotiations, said the Group of Dongfeng Citroen company cooperation with France to produce car project in France in December. Secondly, the establishment of shenlong automobile, production of Citroen ZX, Beverly. Talks to start later VW has a joint venture with China Faw in February 1991 established Faw-Volkswagen automotive company.
Later, the fact that we all know, a joint venture Dongfeng Peugeot Citroen Automobile loss of "model" project started from 1992 to 2000, the first dragon capacity of 150 000 projects are completed, the Dragon losses as high as 13 billion yuan. By 2001, when China's automobile market has already broken out, only 50,000 sales. .
The automotive business review is of the view that this is the same planning capacity excessive investment is too high, with the introduction of the first product was a hatchback passenger car is not in line with China's consumers at the time of the appetite, but also with the Chinese State-owned joint venture with style, but the French joint venture might be more to blame.
没有多少人清楚，神龙当时的合资方雪铁龙公司只是PSA集团下的一个销售公司，而且法方当时的股比只有26。.9%。对于法国人来讲，这无疑等于是一个没有进取精神的合资项目，试探性质相当浓厚，着眼的还是近期利益。.
PSA group has set up an industrial technology company PCA, two sales company Peugeot and Citroen. Since it is a sales company, in addition to selling cars to make money, enterprise development and later worked as else, almost at the Guangzhou Peugeot joint cameras. 26. the .9% stake leads to the French side interests driving force is not enough.
因为两厢车不合当时国人口味，神龙汽车决定将富康改成三厢汽车。同当时一汽-大众捷达改脸由中方负责不同，法国人却要了大价钱进行这项手术。1998年9月8日，三厢富康988上市。很不幸，市场反响不佳，除了武汉和北京的街头有一批富康988出租车外，其他地方鲜见。.
In desperation, the end of 1999, the Chinese side at Beverly chassis was launched on the basis of the Elysee car project. However, the success of the heart. In the face of huge losses, in 2000, the Corporation uses national policy implementation of debts into shares, in order to reduce a lot of burden yourself, but future still confused.
2001年4月出任神龙公司总经理的刘卫东当时这样理性分析情况：由于法方地位重要却股比小，自觉贡献和所得不成比例，所以在提供支持的时候，就不够积极，也不情愿把自己最核心的技术拿出来，法国母公司也必然会在提供零部件等关联交易中要价很高，借机大捞一把。“合资层次太低，过几年企业非关门不可！” 。.
There is no doubt that the Chinese side at the beginning, at the request of the joint venture shares than on rigid ideology, but the car business review is of the view that the French side seems to be the long-term development of relentless actions, but because of the right to speak, they simply those in cars, technology, finance, etc. is not enough clear support. On the other hand, was popular with Faw established a joint venture, the mass was only 40% of the shares, but so far, compared with Dragon enterprise development as if heaven points.
我们可以理解东风标致原总经理窦赛尔2004年对《汽车商业评论》记者这样评论广州标致失败的原因——“在合资公司各占一半的股份时能够共同决定一些东西，这个很重要。过去我们做不到。”但法方的不主动也是显而易见的，而根本的原因是他们对于中国汽车市场没有德国人那么具有远见。.
Thus, for a long time, Citroen has been like a pot of water to boil.
2。.
Buddha Stolz.
JEAN MARTIN FOL。.
Guangzhou Peugeot headlong bolt in 1997 to add dimension to step down, not because of the failure of joint ventures in China, but because PSA was produced 2 million cars, but the loss of $ 4. .57.
这年的中国国庆节，50岁的佛尔兹（Jean Martin Folz）出任PSA首席执行官。如何拯救PSA成为他的头等大事，远在东方的神龙汽车几乎不在他的视野之中。.
At that time, PSA Peugeot and Citroen facing two brands of opposition in the market competition, but more than this "fought" even more serious, although both have many similar models in the use of different development platform, such as the look and feel very similar to the Citroen Saxo and Peugeot 106, only 20% of parts can be generic.
佛尔兹在制糖业和制铝业有响亮的名声，1995年7月进入PSA集团，逐渐让人改变对他“汽车界的门外汉”的看法。.
Shortly after taking office, in 1998, the Buddha Stolz on PSA group made a major adjustment, and determine the "one group, two brands" and "double brand" strategy, establish direct group management in manufacturing, technology, procurement, finance, product innovation and quality control and other six departments, PSA existing nine car platform, under two brands of all models must be used for large, medium and small-scale production platforms.
“不再相似”，佛尔兹发出这样的指令——标致和雪铁龙的新车型都由统一的平台开发后，再按照各自品牌的传统特色，分别进行个性化再开发。舒适阔大的雪铁龙是大众车型，精致的标致则代表运动时尚。有一次，他听说一款雪铁龙和一款标致的设计图颇为相似，便深夜开车到工厂，勒令两大部门设计师立即修改。.
Platform strategy dramatically reduces costs, improves the competitiveness of the second year of the company into the black. From 1998 to 2002, PSA group was the star enterprises in Europe. These five years, it's market share in Europe from 11. .4% to 15% of all European expansion of automobile company growing family.
在当今世界汽车行业中，佛尔兹算是个传奇人物，他被业界称为一个“训练有素的工程师和野心勃勃的商人”、“具有头脑的战略家”等。在很多人眼中，他跟雷诺日产的首席执行官戈恩一样，有着扭转乾坤的能力。.
However, in the Golden Buddha Stolz 5 years, his eyes are mainly concentrated in the Western European market, but in 2001 was forced to take into account China. This year in September, General Manager of Dongfeng motor, Dongfeng-Citroen automobile, Liu Wei-Wei took to the French PSA headquarters, "joint venture must upgrade the hierarchy, you must continually develop new products".
“要么结束与雪铁龙这段不死不活的‘婚姻’，重新寻找合作伙伴，毕竟现在中国的市场还有吸引力，神龙公司还能‘嫁得出去’；要么扩大合资的范围和档次”，“长痛不如短痛”，和PSA谈不成就“掰”。刘卫东后来回忆说。.
Buddha Torvalds learned their errand, aware of the seriousness of the problem, immediate set up a working group to conduct consultations. At that time, the PSA had not thought of again Peugeot into China, but are suffering from a lack of shenlong automobile products requires the Peugeot brand back to China.
“其实标致重返中国是很不情愿的”，一位接近东风高层的人士告诉《汽车商业评论》。从富康、塞纳、毕加索之后，神龙几乎没有车型可卖，面对连年的亏损，东风一度决定，“如果PSA不引进标致就‘分手’，标致等于是被‘逼’进来的”。.
At the time the car is about to introduce Chinese dragons produces personalized Citroen Salabijiasuo (November 2001) and Dongfeng motor's own fussing with xuetielongailishe (June 2002). The Chinese side is obviously able to clearly determine that they cannot guarantee the success of shenlong automobile.
佛尔兹很快同意了东风的要求。对此，PSA执行副总裁、项目规划部经理尼科尔2004年说：“中国加入了世贸组织，中国有关方面的政策比起以前更加具有透明性和可视性。同十年前相比，中国这方面有了很大的变化，这也使我们改变了在中国投资的策略。”。.
14 November 2001, the PSA and Dongfeng will enhance cooperation, the expansion of the scope of the cooperation framework agreement reached in Beijing. This year, total sales of automobiles in the world PSA 313 million vehicles, the market share of 5. .5 percent, is the sixth in the world, Europe's second automobile manufacturer. It was decided in 2006 to achieve the goal of 400 thousand units.
一年之后，2002年10月25日，双方在北京正式签署了加强第二阶段合作的协议，启动“东风标致”和“东风雪铁龙”战略，神龙公司商号不变，英文简写由DCAC公司更名为DPCA，增加资本10亿元，双方股份完全一致（每方占有32%，其余为银行和资产管理公司所有），注册资金达到70亿元人民币。.
The signing ceremony, polders and the Buddha Torvalds is ambitious: to be injected into the new models and funds of the Corporation will be in three years "to achieve breakthrough marketing, then 15 000 to 30 000 vehicles in production and sales targets to advance".
然而，佛尔兹没有料到，2002年竟然成为他执掌PSA的分水岭，此后5年，集团走上了下坡路，而已经提升了合作层次的神龙汽车也没有立即起死回生。.
In May 2003, shenlong automobile in the Chinese market to launch the fifth car Xsara (Xsara). The car was in 1997 in France for Shell's Citroen ZX. Beverly price at that time has been reduced to 10 Yuan Liu Wei-the right to have their words of French people confident the Xsara Xsara this shell model 16. .98 million to $ 19. .8.
在当年中国汽车市场以30%速度增长的时候，赛纳的全年销量只有4000辆左右。2004年，在各大品牌大幅降价之时，塞纳最低单月销量降至70辆。而当时，雪铁龙萨拉毕加索也已经奄奄一息。.
"The French side made a Minister, the Chinese subsidiary do not know how to perform specific, as the French side on the Chinese market knowledge is limited. "Benjamin Liu was the media said.
2004年7月16日，PSA集团在法国举行董事会。有报道说，会议内容之一是帮助雪铁龙提高在中国的赢利能力。标致雪铁龙给神龙发出最后通牒：亏损不能超过3亿元人民币，立即对中级车赛纳实行“订单式”生产。.
Although at this time of the Buddha Stolz was well aware of the importance of China, in April 2004, PSA set up in Shanghai China parts procurement Center, but from the bones, he didn't believe in Wuhan of shenlong automobile Chinese employees, while those in Wuhan of French people who endure loneliness of the Mainland of China. One example is that France insisted on the responsibility for Peugeot-Citroen automobile brands in sales of Dongfeng Peugeot of Commerce located in Beijing.
2004年4月21日，三厢的标致307在武汉下线，9月2日在中国上市。此前的3月，东风标致组织一批中国汽车记者前往瑞士参加日内瓦车展。在发给中国记者的标致大事记上，标致汽车失败的广州项目并没有记载。在同样隆重的标致307武汉下线仪式上，记者们手中的资料上也没有任何广州项目的踪影。在面向未来的历史时刻，标致汽车显然希望广州一页可以轻轻翻过。.
But the whole of 2005, Dongfeng Peugeot no new models on the market, in a fast-growing market, with a wish to re-establish the reputation of the brand, it is difficult to imagine. The automotive business review, or short-sighted to brew this Cup.
神龙汽车原本要在2005年引进PSA如大众甲壳虫似的新车雪铁龙C3，却因法方不愿意降低转让费而夭折。神龙汽车相关人士告诉《汽车商业评论》：当时法方把各种成分已经计算在内，价格定的很高。中方说：“便宜点，打开市场，咱们能在较短的时间内盈利。”法方辩解道：“按照我们的计算，你们两三年内就能挣钱了。”中方反问：“你定这么贵，我们肯定亏损，你们能保证我们两三年之后就挣钱了吗？”。.
In November 2004, the Chinese Government approved the PSA and Dongfeng to the ESOP shares purchased, and thereafter both parties held shenlong automobile company-50 percent. And in this year, the State, through equity forms already for three consecutive years from bank interest of shenlong automobile still broke 5. .4 billion loss. This is a significant part of the dragons with the key components of the source to the import of French PSA group. The French side of the spare parts price calculated in accordance with the euro in the euro area to maintain its prices, launched, and the dollar over the past year constantly devalued.
当时PSA全球业绩已经处于下行通道，为了挽救销量挽救利润，已经成功实施“一个集团，两个品牌”战略的佛尔兹，开始积极推进在西欧以外特别是发展中国家建立工厂，推动集团在一些新兴市场的发展。面对神龙的不振和强势，在中国寻找第二家合作伙伴成为佛尔兹的一个念头。.
In June 2004, he was still in the Chinese media said: we have entered into China for more than a decade, but also can not say much about China, so we are very pleased to have a strong partner — — Dongfeng, a joint venture in the management of their staff, and sometimes point will not be the same, the differences are very large, the debate will be very intense. Both sides of the cultural background of the gap between the very large discrepancies is normal, but we eventually found a solution.
然而就在这年，哈飞成为PSA的合资目标。以微车为主的哈飞不但在车型上与PSA在欧洲的商用车产品相契合，另外在企业规模上，更容易“控制”。2004年，佛尔兹开始与哈飞的谈判，甚至面对东风的不悦，还提出过成立一家三方合资公司的意向。在他的心目中，或许，并非是想利用合资公司来压迫另外一个合资公司，而是多一个公司多一份力量。.
At this point, the people's Republic of China, and Eastern Europe, South America region, is strategic planning into their PSA priority development areas. In January 2003, Peugeot-Citroen Group China Representative Office was established. In 1999 came to Beijing has held a Peugeot brand and Citroen brands represent starting assumption of dreams. September 1, 2005, PSA new Chief Representative of Bo yi took office.
博毅接替杨海梦为中国首代的另外一个目标是为PSA成立一家能够向中国出口汽车的贸易公司——标致雪铁龙（中国）汽车贸易公司。2006年6月，这家由标致雪铁龙集团100%控股的公司成立，博毅兼任总经理。此前的4月28日，东风标致雪铁龙汽车金融有限公司被批准正式成立。.
PSA at re-established the Dragon was dry. 19 January 2006, Dongfeng Peugeot 206, this is the Citroen to no. 1 on the platform, the first production car; April 1, 2009 shenlong decided to end the second production base, used for Group 3, a platform for product manufacture; at the same time, the company launched "Dragon", with the intention of the carp in Powertrain, chassis adjustment 14 core areas to improve the overall capacity.
刘卫东曾这样对神龙公司的法国人说道：“你们是商人，你们到中国来是做生意的，我们是你们的合作伙伴，我们双方都要把神龙公司的利益放在第一位。你们也不要整天想着怎么跟我们斗，我们是‘地头蛇’，你们斗不过我们的，你们要想的是怎么和来中国的日本人、德国人斗。把他们打赢了，我们神龙公司的利益才能最大化。”。.
This year's 28 April, in Wuhan factory Citroen Citroen ceremony, at the time of the Buddha, Chief Executive of the PSA Stolz stressed: "we in the Chinese market will no longer have the second partner. "However, this year in August, the PSA Chief Executive Officer spent 10 years at location" half flame, half the life of the Buddha in sea water "Torvalds had to submit to the Board for early retirement.
3。.
Streiff.
CHRISTIAN STREIFF。.
In February 2007, the PSA Group's new CEO Streiff (Christian Streiff) a paper appointment of Jean du 10 years after the first's return to China. And the last is the Dragon company Deputy General Manager of the title, this time he posts is PSA's Chief Executive Officer of the Department, based in Paris, Ministry of China is revoked, Peugeot-Citroen in China in the future an important project is represented by this Department is responsible for.
5月31日，杜森正式开始在北京上班。6月7日，首次公开露面便透露，扩大神龙产能和寻找新投资机会是他从法国带来的新任务，并毫不隐晦地发布这样的言论——“三年来PSA从未停止与哈飞进行商谈。”。.
Such appearances display Duesenberry PSA group new CEO Streiff real to subvert the former Buddhist Stolz, prepared to field-sports whirlwind.
入主PSA之前，斯特雷夫不知道他是否想过有一天自己将再次从佛尔兹手中接下权杖，数年前，在法国建筑材料公司圣戈班（Saint-Gobain），佛尔兹就是他的前任。斯特雷夫在那里度过了24年，在佛尔兹离开后，他升任公司首席运营官，并成功将之扭亏为盈。.
Since 2002, PSA group in the European market share they had a free fall, "the profitability of the group in Europe, from levels down to the best industry now industry worst. "Streiff once on the media that," I do best, is to let the enterprise. ”。.
上任之后，斯特雷夫先花了100天时间研究资料，走访各个工厂。他发现标致和雪铁龙产品老化，乘用车产品的平均“年龄”已经达到了让人无法接受的4年半，而且产品质量在欧洲标致和雪铁龙的顾客满意度得分都非常低。.
2007 May 23, Streiff announced drastic CAP2010 plan – 3 years non-production costs by 30% by 2009 to passenger car production is reduced to 3 years of age, by 2010, the new models launched in paragraph 41, paragraph 21, and South America, Europe and China, paragraph 20; learning from Toyota, reduce costs, improve the quality of products and services, etc..
斯特雷夫强调“中国，俄罗斯和巴西”将成为支持PSA业绩上升的发动机，并表示中国是这三个发动机中马力最为强劲的一个区域市场。.
Duesenberry subsequently published in the Chinese Dragon company productivity promotion plan. He was on the media said: "the first factory capacity is nearing completion and is expected in 2008 could reach 40 million units in 2009, the second factory production, production capacity will reach 60 million. ”。.
尽管杜森和他的老板已经认识到——“中国汽车市场发展如此迅速，如果我们的发展跟不上，就会落后很多的”，但是2006年，神龙在华销量仅为20多万辆，仅仅扩大产能不能解决问题，但是具体的新车引进计划却迟迟难以确定。.
Du Sen said, the introduction of new vehicle plans in September 2007 will be determined. And is set to this plan, I'm afraid with PSA in search of the second partner concerned.
在刚刚上任的两个月后，斯特雷夫首次来到中国，迫不及待去拜访的不是武汉的东风，而是黑龙江的哈飞。他想用闪电般的速度，了结前任用了3年时间都没完成的签约事宜。很快，2007年6月29日，杜森便与时任哈飞汽车董事长的刘涛，签署了年产10万辆商用车的合作备忘录。.
This stimulated the PSA's Chinese partner Dongfeng motor, and ever since then, both sides of the relationship between the tides are turning.
签约两个月后，当时代表哈飞签约的哈飞汽车董事长刘涛，忽然被调至中科航工担任副总经理。但是，2007年9月，杜森领导下的PSA中国，依然沉浸在签约后的美好中，没有察觉这次人事变动可能带来的隐患。.
They are active with new joint venture company should name; decides to "hafei" thoroughly chilled, in the new joint venture, law enforcement officers should all occupy key positions; even can't wait to put an article in the November issue of the two sides will formally signed a press release.
11月来了，PSA的新闻稿还没有发出，杜森等来的不是与哈飞的合资，而是哈飞、昌河、东安动力被中航工业整合。然后是12月1日，东风汽车和中航科工达成初步协议：20亿入股哈飞。这显然是要断了PSA在中国寻找第二合作伙伴的念想。.
December 2007, Streiff-demoted back to France du Sen, PSA to retain China Affairs Department CEO replaced the previous Deputy General Manager Liu Wei-dragons Huari Mann (Vajsman Claude), whose intention it goes without saying, apparently in order to reduce the relationship with the East wind.
Dongfeng also a step in time to the Streiff under: Before the Spring Festival Streiff invited to visit Dongfeng Peugeot Citroen Automobile, a total of Commerce 2008 Dragon revival event. Unfortunately, bad weather, the Spring Festival, Wuhan, central China's snow-making has become the hardest hit, Streiff in January 28 have canceled their scheduled two-day "China" program. .
Shenlong bus sides surface looks back on one pot meals.
February 22, attended the listing ceremony of Dongfeng Peugeot 307 Hatchback, after Streiff has rushed to the General Manager of Wuhan with Dongfeng Xu Ping DPCA together to make a warm mid-level cadres of the speech. The two co-president, said the good cooperation on both sides to jointly promote the joint venture Dongfeng Peugeot Citroen Automobile re-attack to the Chinese market. .
The automotive business review, at the meeting, Streiff has also indicated that, as the Citroen has developed large-scale offensive product planning and decision-making to increase PSA, and promote the localization of Citroen "carp" program. Development Corporation in modeling and RD ability.
PSA 2007, sales for the first time in Brazil than in China, up nearly 30%, and an even more annoying Streiff data is "PSA 2007's growth in China has been less than the global average increase of PSA." In 2007, the Dragon and the planned 260,000 sales target by 50,000. .
29 March, shenlong's Board of Directors held in Xi'an, Streiff has arrived in China in time to attend the "Citro?n must stand up", the Board of Directors once again made clear the Citroen turning for the strategic significance of Citroen, decided to relocate to Dongfeng Citroen of Commerce in Shanghai.
In fact, the French side back in 2004 and 2005, when there is a similar idea, but taking into account the high costs, and personnel placement, the Chinese side did not agree. Now that France has expressed the meaning of harmony, and accede to the east also. .
April 2008, the PSA Group 4 years ago established Shanghai procurement Center, expanded to PSA developed, modeling and procurement Center, looks to China for the integration of fanfare and shenlong automobile service.
This year, Streiff almost once every two months to visit China. But this year, Dongfeng Peugeot Citroen Automobile sales continued to a surprising. 178 060 2007 sales results were down more than 14. .1%. According to the plan developed in early 2008, only 150 000 Citroen To complete, up 30% of the target. .
Here is the impact of the economic crisis in the second half, but they underestimate the great impact of Beverly delisting. Although there is a new type of Sega and lengthen beyond 207 206, Picasso also had a small change, but apart from Sega's products are able to boost sales, product marketing, by virtue of shenlong tight cost and capability, and difficult to sell.
In this case, they see wind as a rational estimate Hafei difficult to effectively integrate acquisitions give up, Streiff began itch to resume joint venture with Hafei plan. .
In 2008, compared with a global sales of PSA dropped 4.326% .9 million, while net profit also turned into a negative 1. .59 million euros, of which the Dragon had losses of $ 2. .8. Streiff will need to restart joint venture hafei plan to find new PSA exciting point.
24 February 2009, Streiff arrived in Beijing, met with Dongfeng Motor's old leadership, the current Deputy Minister of Industry and Miao Wei. He expressed the hope that a joint venture with Hafei, got "not supported" answer. But Streiff has already determined to find partners in the end the second. He leaked to the media, said: "This project should be added Dragon project, the relationship between the two is not competition.". .
The second day in Wuhan to participate in the annual Assembly of shenlong cadres, Streiff first General Manager with Dongfeng Xu has a short interview. Then two-person admission, Xu calm face venue. Under the auspices of the Liu Wei, Xu, speaking on dragons attacked a status quo, without a smile. Spoken, Benjamin Liu declared the meeting closed. Xu, Chinese officials immediately got all leave no ignore Streiff row.
Streiff's joint venture plans to make some sense also quite dissatisfied with the French president. By the end of 2008, Sarkozy accused the PSA Group "is the largest consumer of early retirement, while the factory moved its office." In January 2009, the Peugeot factory where Wei Suer (Vesoul), Sarkozy said the government would " cast a lot of money "to protect the French car manufacturers, but on condition that they should plant to remain in France. His face in front of Streiff said: "We will also protect the properties of the plant on behalf of France to fight.". .
The PSA Chief Executive Officer of a predicament of come on.
PSA net profit in 2007 compared with the global reach 7. .02 Billion euros, an increase of a lot. But Europe is still the critics attributed this layoff plans. Streiff worked two years ago, the French building materials giant Saint-Gobain Group, the Zengyin layoff plans serious differences with the shareholders. Later, he served as Airbus CEO, because of layoffs lead to less than 100 days of his taking office to resign first. In the PSA, the former Airbus "Hundred Days CEO" got his wish. .
However, in Europe, with Streiff will PSA, the Vice President and General Manager of St. Jules Peugeot transfer, PSA, the Vice President and General Manager of Citroen, Michel and others, the Vice President and Minister of personnel and executives leave, have an absolute right of the Peugeot family, came to their discontent.
Peugeot family has been further bad news is: in 2008, PSA net loss of 3. .43 Billion euros (about 4. .33 Million); and is expected to face even greater losses in 2009, while 2010 is expected to remain loss, Streiff plans to cut more than one. .1 Million. .
Finally, in 2009 on March 28, Saturday, was interrupted by the outside ring tones on a business trip Streiff's work, his big boss Thierry · Peugeot (Thierry Peugeot) to him immediately back to Headquarters in Paris. The second day, the boss told him he had been dismissed, Philip · Varan (Philippe Varin) will be held June 2009 inauguration.
At this point, Streiff as CEO of the PSA 25 months, two years from the time the contract expires. .
4.
Valan. .
PHILIPPE VARIN。.
So, the availability of rescue PSA Valan required to be versatile? . .
The PR version of history are documented Varan: he restructuring of the Anglo-Dutch joint venture's brother roots (Corus) and steel companies, the crop has at least one third of the intendant, and sell aluminum project, only the results of the steel business, stock prices turned over several times, successfully led the Indian Tata company acquisitions.
If you enter 菲尔普斯瓦 Google orchid, look March 29, 2009 prior information, you will find only three for the Chinese display useful information. First Valan's success will be sold to Tata Group Gelu; second Valan through the media, calling on the EU steel exports to China imposed anti-dumping duties; third Valan prosecuted to the relevant departments of the European Union, against the Rio Tinto BHP Billiton on the acquisition of. .
So some people so interpreting the Varan: his greatest ability is what would an enterprise decorated, and then something other groups, if encountered any problems, you can call through the media and the Government, in order to be protected. However, in the Costa Nova's Varan is often described as a quiet, great diplomacy is that they can stay on top of foreign companies in France.
U.S. research firm IHS Global Insight's senior automotive analyst in Paris Silva (Carlos Da Silva) said rudely: "I am not optimistic about the Valan, the entire industry in the event in the history of the most severe situation, the group should make at this time some large bets. if not handled properly, the European car of the automobile company could disappear. ". .
It has been suggested that this should be the Varan and Streiff, continue to control costs, to cope with decreasing production; some people think that he is also a need to improve morale. Because Streiff, PSA several key executives are leaving.
But the "Auto Business Review," that what is of secondary importance, Valan should first provide a clearer strategy. Core business is concentrated in Europe, PSA, is a large regional-based company. Pattern of global competition, the regional model shows a single car company's future prospects dejected. PSA must be a truly global oriented companies, or, if still stubbornly only as a French manufacturer, or according to their current way of doing things, probably not the best choice to tackle the future. .
Although not from the automotive industry, Varan, should be aware of the fact only Fiat CEO Malchow provocations on the inside has been able to let him into the future. 2009 Malchow in numerous media, Fiat and PSA deals like a "marriage made in heaven."
April 12, 2010, Malchow told the media in another provocative adding that his next target acquisition and merger will be a French company, also said, "and he hoped that with Mitsubishi and other companies to establish co-operation", but just is in late March early April, PSA announced with Mercedes-Benz, BMW and Mitsubishi's partnership program. .
Varan don't want to let the Fiat mergers and acquisitions, the pride of France made him wish PSA to aggressively as the Renault-Nissan alliance. After he took office, June 17, 2009, PSA formed a new session of the Executive Committee. In July, the new Executive Committee determines the PSA targets in four areas:.
To do product development and service leader in performance on environmental technology and product development, increase the value of the two brands to increase bargaining power, efforts to improve the application of different quality of service in international markets;. .
To the participants in the global market competition, it is first necessary to raise PSA in Latin America, Asia and especially China market product quality and speed to meet the needs of non-European consumers, attracting more international talent;.
Efficient operation in the industry to act as standard-setters. Emphasis on lean enterprise transformation should be strengthened to enhance internal coordination, re-consolidate and strengthen 12 key strategic suppliers;. .
To be a responsible corporate citizen, the staff, customers, shareholders.
"Automotive Business Review" that Valan to achieve these four goals, the first three goals is the key, and to achieve the first three goals, the key is to further promote the PSA Group, the process of globalization. Valan that Peugeot Citroen Group's most important market in Europe, China, Latin America and Russia, hoping the market will now have three regions after the 3%? 6% market share increased to 10%. .
October 2009, PSA introduced the next three-year investment plan. By implementing this outside the alleged plan, PSA Napoleon-will guarantee that by 2012, the Group 45% from China, Latin America and the Russian market. Even in the Russian automobile market prices of Varan are said not to change the plan.
At that time, PSA and Mitsubishi considered funded 3.5 billion acquisition of more than 30% of Mitsubishi Motors shares, once caused a stir in the industry. But the March 3, 2010, the two sides announced that he opposed to capital cooperation. Mitsubishi president Osamu Masuko and Valan meeting in Geneva, agreed that the composition of the current business environment, capital alliance is not reality, but both sides said negotiations will continue to expand business cooperation. .
This includes OEM for PSA to Mitsubishi "i-MiEV" as the prototype of the 10 million electric cars. 2010 March 8, both parties have reached a final agreement on this. Mitsubishi Motors will start in October this year in Japan to produce this batch of electric vehicles, PSA plans to years to Peugeot and Citroen two brands in sales in the European market.
April 2010, PSA and Mitsubishi's joint venture in Russia started PCMA Rus plant in Kaluga in Russia, production of cars. In the joint venture company, PSA 70% stake, accounting for 30% stake in Mitsubishi, PSA and Mitsubishi's total investment of 4. .7 Billion euros. Joint venture plant will initially produce Peugeot 308 models will be produced after the Citroen C4, Citroen C-Crosser, Mitsubishi Outlander and the 4007 vehicle mark. .
Is redoubling its efforts to promote Russia project, 2010-March 25, PSA again in Brazil invests $ 7. .8 Brazil plant expansion and new models, new engine research and development.
Valan said in a statement that the Brazilian market in Latin America and the future development of the PSA will play a key role. They put in the Brazilian market this year, two version of Hoggar models, Citro?n SUV models and a new model. .
PSA in 2001 into the Brazilian market, is currently the fifth largest automobile manufacture in Brazil, Brazil 5% market share, cavallin 2010 its sales by 15 million units last year increased to 20 million units.
In this logic, Valan continue Streiff Hafei started a joint venture program is a logical step. He took the first stop after the first flight to China, and Beijing is in the flight control Hafei new high-level meetings, the last stop is the partner Wuhan Dongfeng. .
June 2009, PSA China Affairs, Chief Executive Officer of Huari cavallin was elevated to Senior Vice President of PSA, 10 November, Huari Mann in Chang'an automobile integration underway under the hafei, Changhe, dong'an engine scene. Subsequent negotiations between the parties with respect to joint venture immediately restarted.
In 2007, Hafei failed to sign with the PSA, "Automotive Business Review," understand that responsibility is still in the PSA himself. Hafei time was already in position may be reorganized, to jump out of the solo, for PSA in addition to products made outside of any conditions (including 800 million yuan annual output to 100,000 Shougou Shenzhen plant) are also accept, However, in product planning, in the end is the production of micro-cars, or cars, PSA, showing no feasible plan can contract fell through. .
By 2010, 5 4 April and signed an agreement indicating that the PSA is to Chang'an as a respond to future challenges can help your real partner. Chang'an auto enter product solves the problem of the JV's products. Regardless of whether this PSA, Chang'an is a completely new solutions.
The key question now back to how to handle the joint venture cooperation or integration of both sides. .
When Malchow said to Union PSA, London Sanford C.. Bernstein's analysts Marx Warburton is of the view that the two companies ' cooperation does not like on the surface, so attractive, because a French or Italian by France-the management team, it would be difficult to consolidate.
And as we have seen, French and Dongfeng Citroen Automobile, China's problems in already exposed a cultural rift between the difficulties of communication, and cooperation between PSA and the embarrassing case of the Chinese people more than that. .
Time date back to May 2006 28, Dongfeng Peugeot Citroen automobile financing co., Ltd. was established on a grand scale. As a shareholder of one of the PSA was once with 50% shares of the BOC Group, parent company of insurance co., Ltd. — — Division of Bank of China, and throughout the country for its dealers and consumers open credit market. But three years later, wanted to learn risk management banking, although at that time had a profit of more than $ 2000, decided to quit.
Out of the ground that the French dominated the financial company's core risk management departments and hold the other shareholders, suspicious of the Bank's shareholders, thus not from high school than anything. Silver out of them, PSA became the absolute majority shareholder financial companies, the French do not even want to vice president of China to a position. Until after the Spring Festival in 2010, before the dust settles. .
The automotive business review, "equality, tolerance, win-win" is the PSA seeks globalization need to bear in mind that motto. This is w-LAN and his colleagues are constantly need to remind yourself of, for example, they can learn how to cooperate and SAIC-GM.
5月3日晚上，本刊记者就此询问PSA中国事务部公关媒体交流部经理乐万年，为何不少法国企业在中国很难做好？他的回答令我惊讶——“因为法国人太多了”。这种开放心态确实少见。他解释说，PSA中国，也就是标致雪铁龙（中国）汽车贸易有限公司来了新的人力资源部部长，这是个中国人。根据新计划，许多在中国的法国同事将在今年合同期满后不再续聘，以便让更多的本地人掌管本地的事情。.
Do not know if this is not the Varan as PSA after bringing the top leader of European car companies new ways of thinking, but at least this is a good sign.
更好的迹象是，尽管2009年净亏损11。.61亿欧元，2010年4月21日，PSA公布的一季度销售数字却显示，在欧洲整体销量下滑的状态下，PSA实现了21%的逆市超越，收入提升到140亿欧元（187亿美元），已经超过分析专家130亿欧元的预期。《汽车商业评论》了解到，价格更高的新标致3008和新雪铁龙C3毕加索的热销是最大的功臣，他们甚至从大众汽车那边抢了一定的市场份额。.
Continuously updating and introducing new models, is considered by the Varan market best weapons. Now, Citroen brand of high-end products, DS series for the resurrection, Peugeot brand high-end hors-série series was born. 2009 Beijing International Auto show to the Chinese consumer shows in March of this year and will be listed on DS3 June listed hors-série series first product RCZ.
为谋求自己在全球市场长久生存之地，瓦兰正在无所不用其极，那个长久盘踞在欧洲大地的鸵鸟或许正慢慢抬起它因为傲慢短视而变得沉重的头颅。.
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