Suzuki Brand Integration Problems Encountered in China

When it was agreed that the Chang'an Suzuki andtogether with the sub is not the main thing, currently the
Changhe Suzuki verge of merger, the Changanmost important thing is do Chang'an integration within,
Automotive Group and Suzuki but had begun playingand for joint venture will depend on whether the
the "Tai Chi." Chang'an Suzuki aspects of the mergermerger ultimately benefit. "one analyst said.In addition,
with the two joint venture companies avoided thethe Chang'an, the most pressing issue right now is a
issue, but stressed that only seek to present a unifiedjoint venture with PSA negotiations entered a critical
sales, while for the merger of his previous high profilestage, internal and Hafei, Changhe has no substantive
merger of Suzuki brand in China is undergoing aprogress in the integration, which allow Suzuki brand in
delicate line changes.As Japan's largest minicar makerChina is at a standstill merger .
Suzuki's plant in dozens of countries around the world,It is understood that, in Chang an internal, although the
and made in India, 90% of the market. However,Chang'an Suzuki and Changhe Suzuki's sales channels,
Suzuki's success in the Chinese market has beenjoint procurement and platform sharing ?? integration
unable to open their mouths. In 2009, Changan Suzukihas put on the agenda with the integration of the
and Changhe in two joint venture companies sold onlybrand without formation of a clear program Yi
200,000. Which, although Chang'an Suzuki sold 150,000,Zhi.However, in Chang'an and Suzuki did not take the
but net profit margin was only 0.9%.next step before, the market situation has quietly
Last year in November, soldiers loaded the Groupshifted. Changan Auto to the latest sales data shows
restructuring Air Group's automotive assets to bethat a quarter of total sales of 706,900 Changan
included in Chang'an Changhe Suzuki Group. Suzuki'sAutomobile, up 75.92 percent. Following the first two
Chinese joint venture objects, from the Changhe,months later, still firmly holds runner up position of
Changan, into the same Changan, Changhe Suzuki andChina's auto rating. The Chang'an Suzuki and Changhe
Changan Suzuki has become the de factoSuzuki Chang'an guards are still shouldering the heavy
"family."Chang in the industry on its two joint venturesresponsibility of small car market. Of these, Changan
combined voice, the Suzuki does not seem eager toSuzuki in March sales of more than 18,000, a quarter
push Chang'an Suzuki and Changhe Suzuki integration.of the total sales of more than 53 000; Changhe
Suzuki (China) General Manager of bottles of the KojiSuzuki are also continuous over 10,000 monthly sales.
said: "Suzuki regardless of how many partners, both inAs the bottle The Koji said, "a joint venture partner,
the Chinese market with a unified brand imagebrand image is very easy to establish. But there are
marketing, Suzuki's principles and policies will nottwo partners, sales on the increase." Clearly, in front of
change the number of partners to change." Thisthe brand image, focusing on the development of the
Chang'an Suzuki and Changhe Suzuki to the prospectsSuzuki mini car sales more want to see the
for the merger became increasingly vague.However, itimprovement.The industry believes that the merger
is certain that in Changan internal integration of the twoSuzuki brand in China may be a double edged sword,
joint venture companies there are disputes, althoughif Chang'an Suzuki and Changhe Suzuki was unable to
the Group CEO Chang Ping Xu stay once in the lastpush forward the integration, do not rule out the
year made clear that the two will certainly be repossibility has been vacant for a Suzuki car has once
Suzuki joint venture, but after a lapse of 4 monthsagain ended the idea of marriage, and, already Suzuki,
later, the attitude of Changan Group has becomeVolkswagen cars for joint will be expected to choose
cautious.rival Changan SAIC and FAW, which appears to
"Suzuki joint venture future of the two 'combo' claimsChang'an not want to see.
and no real progress, after all, under a master group,