2004年,对自主品牌汽车企业来讲,可谓忧喜参半的一年喜的是,由于政府高层的重视,做强做大自主品牌、培育企业自主开发能力、提高核心竞争力,已成为汽车行业的共识,在《汽车产业发展政策》中,强调“自主”的政策导向也得到了充分的体现。忧的是,面对车市增速下滑,轿车市场竞争惨烈,自主品牌轿车企业遭遇到了前所未有的挑战,销量增幅明显下降,赢利水平不容乐观。在车市“井喷”时代,轿车企业之间争夺的是市场增量。由于销售压力不大,合资品牌大都维持了较高的单车利润率。在技术实力、资金实力、品牌知名度上略逊一筹的国内自主品牌轿车,可以凭借相对低廉的价格,避开合资品牌的正面竞争,实现快速的市场扩张,在较短的时间内初步完成资本积累,进而有能力在自主开发上实现新的飞跃。然而,车市低迷使这种双方相安无事的竞争格局发生了变化。经过一轮轮激烈的价格战,富康、赛欧、千里马、SPARK等合资品牌轿 In 2004, for the self-owned car companies, it is a year of mixed feelings. Since the high level of government attaches importance to strengthening and expanding its own brand, nurturing the capability of self-development of enterprises and enhancing its core competitiveness, it has become an important part of the automobile industry In the “Automotive Industry Development Policy”, the policy guidance of “autonomy” has also been fully reflected. The worry is that in the face of the declining growth rate of the auto market, the sedan market is in fierce competition. The self-owned brand sedan companies have encountered unprecedented challenges. The sales growth rate has dropped markedly, and the profitability is not optimistic. In the auto market “blowout ” era, car companies compete for market increases. Due to the sales pressure is not large, the majority of joint-stock brands maintained a high profit margin. Domestic independent brand sedans, which are slightly inferior in technical strength, financial strength and brand awareness, can avoid the positive competition of joint-venture brands with relatively low prices, realize rapid market expansion and initially complete capital accumulation in a relatively short period of time , And then have the ability to achieve new leaps in self-development. However, the downturn in the automobile market has changed the competitive landscape in which the two sides live in peace. After a round of fierce price war, Beverly, Sail, Maxima, SPARK joint venture brand sedan