More and more cars enter Chinese families, but perhaps few people know that one of every two cars on the road is made of Baosteel's steel plates. On November 18th, the cumulative production volume of Baosteel's auto panels reached 15 million tons, equivalent to the amount of materials used for 20 million vehicles. More than 95% of domestic automobile brands have put on the "middle-dressing" of Baosteel's automobile panels.
Visionary strategic positioning
In the early 1990s, the Chinese auto industry took shape, but all the high-grade steel plates needed for car production needed to be imported. When can I use Chinese cars to self
Your own steel plate? This is the common wish of many domestic automobile manufacturers.
In 1990, just one year after the trial production of Baosteel Cold Rolling Plant, Baosteel's decision-makers took a keen insight into the market and made forward-looking thinking on the development of China's auto industry, and set their sights on the localization of the steel plate of the most demanding Santana sedan. . At the time, this "O5" automobile plate that did not allow any surface defects was only produced in a few developed countries.
However, at this time, Baosteel's ability to control the quality of "O5" panels is still very weak, and the integrated yield rate is less than 20%. In order to find out the cause of the defect, the entire line of units is often stopped for a few days, and it is almost 1 ton loss of 1 ton. In contrast, the ordinary cold-rolled sheet is not only easy to produce, but also in the market is "the emperor's daughter is not married".
"Isn't it necessary to persist in this loss-making trade?" Someone questioned. However, Baosteel's decision-makers firmly believe that Baosteel cannot stay at the level of manufacturing of general products, and it must work hard to replace imported steel. It is Baosteel’s historical responsibility to realize the localization of steel plates used in cars in China.
At present, Baosteel's automobile panels have been increased from less than 10 brands to more than 200, from the bare cold-rolled plates of Poussin to high-strength double-sided plated steel plates for Audi, Buick and other high-end cars, and to domestic famous cars. The stable and batch supply of various iconic models of the plant. This year, the domestic market share of Baosteel's automotive panels reached 53%. This not only proves the excellent quality of Baosteel's automotive panels, but also makes a huge contribution to China's auto industry.
Great brand to the world
The rapid growth of Baosteel's automotive panels has strengthened the determination and confidence of FAW Volkswagen to accelerate the process of localization. In 1999, the Audi A6 domestic limousine rolled off the assembly line. The joint venture once insisted on the use of imported steel. However, FAW-Volkswagen eventually chose Baosteel: “The Chinese want to use their own products.†Soon, Baosteel tailored for the Audi A6. "Newly developed" high-strength bake hardened steel, isotropic steel and other new steels have been successfully used in domestic cars. In less than two years, Baosteel had the ability to supply vehicles to the Audi A6.
In the past 10 years, Baosteel has provided a total of 220,000 tons of various types of automotive panels to FAW-Volkswagen, which currently accounts for over 50% of its annual purchases.
Nowadays, Baosteel auto plates can be used not only in any high-end cars in China, but also to cross the oceans and enter world-famous automobile manufacturers such as Fiat, Ford, and General Motors.
Last year, Baosteel Automotive Panel was honored as a China Top Brand Product by the AQSIQ and the China Brand Strategy Promotion Committee. From product marketing to service marketing to brand marketing, Baosteel and even the industry have left a textbook model. Today, the automobile plate has become a hot stamping “business card†of Baosteel, a brand that is well-known in the steel industry and the automobile industry.
Facing the vigorous development of China's auto industry, Baosteel has begun a new journey to build a world-class brand with lasting competitiveness. Last year, Baori Automobile Plate Company, which was established to build the world's best automotive steel plate production plant, went into full production. Earlier this year, the “Study on High-grade Automobile Board Variety, Production, and Use Technologies†project won the first prize for national science and technology progress. These are undoubtedly a new start for Baosteel at a higher starting point.
From supply-demand relationship to strategic win-win
According to statistics, in 2005, on average, a new model will be listed in the country every 3 days. In order to achieve the optimal cost, more and more automakers are actively seeking technical support for Baosteel from Baosteel before developing new models. Baosteel, on the one hand, has increased the development of high-performance new materials, and on the other hand used its own technical advantages to provide users with a package solution from vehicle design to production support, supporting the robust growth of new models.
SAIC Motor’s own brand new car, the “Roewe 750â€, has just come out. In fact, Baosteel had been trying to figure out how to supply it for the product two years ago. Since 2004, Baosteel has formed an automotive plate production, sales, and research integration team and has conducted several rounds of technical exchanges with SAIC Motor to determine a reasonable and feasible manufacturing plan. With the help of pre-accumulation of high-strength automotive plate development experience, systematic research has strengthened the use characteristics of high-strength automotive panels. More than two years of research and research have resulted in the use of Baosteel steel plates in more than 400 body parts of “Roeweâ€, and 90% of the high-grade automobile plates on the body are products of Baosteel.
It is reported that Baosteel has entered into an alliance with FAW, SAIC, and Dongfeng three giant auto companies to jointly develop steel supply, technology development, steel processing and other cooperative projects. It has built two laser welding lines for Arcelor and Baosteel. For SAIC, FAW and other domestic auto manufacturers to provide 4 million pieces of automotive laser TaiWan.
In 2010, China’s auto production will exceed 10 million vehicles. As the Baosteel auto panel that develops in parallel with China’s auto industry, “synchronous†has always been the core connotation of Baosteel auto panel brand, providing automotive users with a greater number of high-quality products and Excellent service.