Nanhai Fodi: Committed to building a "big ship" in the automotive industry


While the "Fudi Explorer II", the upcoming pickup truck series is on the market, and Foday Auto Stores has been set up nationwide, the new base of Nanhai Fodi Automobile Co., Ltd. was laid in Nanhai Hi-tech Park on September 29 last year. After completion, it is expected to become one of the largest automotive production bases in Guangdong Province. The monthly production of bodywork from hundreds to 12,000 vehicles Nanhai Foday Automobile Co., Ltd. is the predecessor of Nanhai Automobile Factory, which has more than 10 years of experience in vehicle production and one of the earliest pick-up truck manufacturers in China. The plant began construction in 1988 and was put into production in 1993. Initially, SKD parts were used for assembly. In the second half of 1993, the production increased. However, the country encountered macro-control, the purchasing power of the people dropped drastically, resulting in huge losses, and the company’s operations began to vicious cycle. In 2000, the debt amounted to more than 1 billion yuan. In May 2001, several shareholders such as Beiqi Foton Motor Co., Ltd. established and established Nanhai Foday Automobile Co., Ltd. The new leadership team is based on the concept of “Products that best meet the actual needs of consumers and can achieve the best performance-to-price ratio”. The vision is far-sighted and unique. It focuses on the development of the body of pickup trucks and utility vehicles (SUVs). Production. Because the company’s car body is characterized by high quality and low cost, it has received a great deal of attention from the vehicle manufacturer as soon as it is launched. In addition, the company’s unique marketing strategy of “developing a product to support a group of companies” has rapidly opened up the product. market. At present, the company has established long-term relationships with pickup trucks and SUVs for over 20 well-known domestic vehicle manufacturers such as Nanjing Automobile Group, Beiqi Foton, Dongfeng Group, Baoding Great Wall, Zhongxing Tianye and Yangzi Group. At the very least, a few hundred vehicles per month surged to more than 12,000 vehicles, which accounted for more than 50% of the country's pickup trucks and mid-range SUVs. It firmly established an industry leading position of 100,000 to 120,000 vehicles per year. At the same time, the body and accessories are also exported to the Middle East, Southeast Asia, and other countries and regions in the form of full-vehicle exports and maintenance accessories. The strong production of complete vehicle production has always been the wish of the Fonds. The Foday Company was originally an entire vehicle manufacturer. The four major processes were complete, with the conditions of walking on both legs of the body and the vehicle. As a result, they are aiming at the vast SUV market while the body market is getting bigger and bigger, and on the basis of fully digesting and absorbing the Japanese Isuzu technology, they have independently developed and developed a new generation of SUV product explorers, and in November 2002. Mass production. The car has the characteristics of dual-use, wide range of driving, etc., to a certain extent both the comfort of the car and the off-road performance of the off-road vehicle, the vehicle equipment can be comparable to the high-level commercial vehicle, and the price is similar to that of the pickup truck. The attractive price/performance ratio has made the “explorers” favored by many consumers. According to the responsible person in charge of the company’s marketing, although Foday's entire vehicle project started after the main energy is placed in the Guangdong market, but the sales situation is satisfactory. In the first half of last year, they had established 40 specialty stores and sold more than 2,000 vehicles. At present, the company's vehicle products are based on the "Fudi brand" pickup truck NHQ1021 series and the Fudi brand SUV utility vehicle NHQ6480 series. The Fudi Explorer II and the new pickup series, which are fully upgraded on the basis of Forte Explorer, have also been launched. At the end of last year, 120 boutiques scattered throughout the country were built one after another. Fudi brand cars began to move toward the country. "Scientific Decision" + "Strengthen Management" Helped the Success of the Company Nanhai Fodi Co., Ltd. was established at the beginning of the establishment of a staff of less than 300 people, with a single product and a monthly production of only a few hundred cars. The successful development of SUV body and vehicle and the launch of the market by Explorers have not only brought the company back to life but also allowed it to continue to grow. It can be said that today's Foday is impossible without the right decision. When recalling the decision-making motives of the day, the person in charge of the company pointed out that they had mainly considered the following three aspects: First, the SUV was a type of car developed on the pickup chassis in the 1980s to cater to the preferences of young white-collar workers. , has a good market prospects. Second, the company’s leadership team has always wanted to develop and produce a van-type multi-purpose passenger vehicle that is suitable for urban use, and uses its structural and price differences to create a strong market advantage. Third, the country has put pickup trucks in the category of trucks, restricted access to the city, and developed a model with a price comparable to pickup trucks. The advantages of the model are much more than pickup trucks and unrestricted models are bound to be loved by consumers. Later practice proved that this model is not only favored by domestic consumers, but also sought after by foreign consumers. With the increasing number of orders, the company's production pressure is also increasing. In the situation where it is difficult to further expand the plant and add new equipment, but also to meet customer needs and ensure quality, they strive to tap potentials from inside the company, and pay close attention to production management. In 2003, the company successively won the title of “High-tech Enterprise of Guangdong Province” and “Private Technology Enterprise”, passed ISO9000 certification and 3C certification, and gradually established a perfect modern enterprise management system. In order to build an important base for the Guangdong automobile industry and meet a huge market demand, Foday Auto Co., Ltd. invested about 200 million yuan in the Nanhai Hi-tech Park to build a brand new Foday auto production base. After completion, the annual production capacity of the existing car body will be increased from 100,000 units to 200,000 units, and the annual production capacity of the entire vehicle will reach 50,000 units.

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