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as an important industry, the automobile industry is also experiencing such changes. the former joint venture brand occupied an important position in the chinese market by virtue of its strong technical and market advantages. however, with the changes in the market environment and the rise of independent brands, these traditional giants are facing tremendous pressure. they need to re-examine their positioning and development strategies to survive in the fiercely competitive market.

since this year, the plight of joint venture car brands has become increasingly obvious. dongfeng honda plans to lay off 2,000 employees, volkswagen group has also begun layoffs in phases, and audi will also start a layoff plan. this is not only economic pressure, but also represents the speed of change in the industry and the challenges of the market environment.

independent brands, on the other hand, have demonstrated strong competitiveness by relying on continuous innovation and market advantages. they seized the opportunity and occupied an increasing share of the market, which may mean that a new pattern is taking shape.

"beginning in 2017, beijing hyundai's sales have gradually declined," wu zhoutao once said frankly. "in the past, beijing hyundai has been excessively pursuing sales, failing to improve the competitiveness of its products, and not truly building a brand." the meaning of this sentence is that failure to do a good job in brand building and product upgrading will lead to fierce market competition.

since 2024, the difficulties of joint venture car brands have become increasingly obvious. judging from sales data, the shares of both japanese and german brands are declining. independent brands, on the other hand, have demonstrated strong competitiveness by relying on continuous innovation and market advantages.

with the release of new policies, the market participation of foreign-funded enterprises has also been affected. the national development and reform commission and the ministry of commerce issued the "special management measures for foreign investment access (negative list) (2024 edition)". starting from november 1 this year, restrictions on foreign investment access in the manufacturing sector will be "cleared."

this may mean a new era is coming.