In October 2006, the Italian Rana, who had served as Vice Chairman of Nanjing Iveco for three years, formally became the general manager of New Nanjing Iveco after the integration with Yuejin. "I am no longer a foreigner!" Lana made no secret of his strong Chinese sentiment. The so-called "new officials took office for three fires". Since Rana took office, the Iveco brand has quickly launched a nationwide promotion of the “Ice-breaking Actionâ€, achieving an increase of nearly 40% year-on-year in the January-February period of 2007, with a net increase of 1,000 vehicles. Realized a "good start". In an interview, Lana expressed with confidence: "We will make 2007 into the Iveco Year!"
From 20,000 in 2006 to 100,000 in 2007
In early February, the integrated Nanjing Iveco formally released the "Iveco" and "Yuejin" dual-brand operation strategy. The sales target has also been directly upgraded from 20,000 in the single-brand operation to 100,000. It is understood that Iveco sold more than 20,000 vehicles last year, and Yuejin’s sales volume was about 43,000 vehicles, which was nearly 65,000 vehicles overall. How to achieve an increase of nearly 35,000 in 2007, Lana has a clear plan in mind: "Our goal in 2007 is to sprint 90,000 vehicles and challenge 100,000 vehicles. This means that Iveco brand sales will increase by 20% and leapfrog brand growth by 50. %, the dual brand strength, jointly contributed to the realization of our sales goals. "And with the integration of Yuejin brand and the overall increase in production and sales, the new Nanjing Iveco has jumped out of the inherent market position of light passenger companies, took an international approach. The first step of a commercial vehicle base.
"Now we have a full range of commercial vehicle products that fully cover the capabilities of high, medium and low markets. With 1.2 million square meters of factory buildings, 8 billion assets and more than 6,000 outstanding employees, Nanjing Iveco has become a world-class company regardless of scale or technical strength. The strength of commercial vehicle companies," said General Manager Rana. It is understood that in Nanjing Automobile Group's "Eleventh Five-Year Plan", Nanjing Iveco's goal is to achieve a sales volume of 200,000 vehicles and sales revenue of 15 billion. "We must not only be stronger in China, but also bigger in China and become the leader in China's commercial vehicle market." Rana did not hide the ambition of Nanjing Iveco.
Yuejin's technical parameters are unmatched
Nanjing Iveco, which has been playing in China's commercial vehicle market for 10 years, has already accounted for nearly 50% of the high-end market, but this does not satisfy Lana’s determination to expand. "Although Iveco's share in the high-end commercial vehicle market is very satisfactory to both Chinese and foreign shareholders, it is still difficult for a large number of low-end users to enjoy quality Iveco products," said Rana. Therefore, deepening the low-end light-duty light truck market for more than 50 years, with a leap of 1.4 million, became the best market tool for Lana.
When the reporter mentioned whether Iveco intends to build Yuejin into a brand that meets the needs of the global low-end market, the general manager of Lana deliberately amended it: "I don't like to use the word low-end to position Leap forward because commercial vehicles It's not that the higher the better, but the better it is to adapt to the market.†Lana, who is a professor of automotive technology, has repeatedly used the term “technical parameters†to describe the value of leapfrogging products: “Yuejin’s full range of products for Nanjing Iveco The company is of great significance because it has some special technical parameters. For the European and American markets accustomed to high quality and high investment to achieve high quality, Yuejin products have an unbeatable price/performance ratio. “The general manager of Rana also disclosed that since 06 Since September of the year, Iveco has invested in the research of Leapfrog products.
It is understood that 30 Italian engineers have already conducted technical surveys at Nanjing Auto, and at the same time organized a team of nearly 70 experts at the Iveco headquarters in Turin, Italy to conduct research on the 20 prototypes of Yuejin. "We have launched a 'Genetic Recombination' project for Yuejin this year. While inheriting the Chinese brand gene of Leap Forward, we will integrate international genes from product technology, quality system, brand concept, and promotion channels into Iveco. Strong growth point in global strategic deployment.†Lana further clarified that Iveco will present preliminary results of “genetic recombination†within this year. Not only will it introduce a new leap-into product that integrates Iveco's technical genes to the Chinese market, but also uses Iveco. Thousands of distribution outlets around the world are striving to achieve a five-digit breakthrough in Yuejin’s overseas exports, making Yuejin become an important overseas export base of Iveco.
We welcome the healthy competition between brother brands
In September last year, SAIC, Iveco Italy and Hongyan signed a cooperation agreement for heavy trucks. Rana is not shy about the high-profile competition issues between Iveco's two subsidiaries. "China's market is so big. There is nothing that can't happen. And there are some small competitions between our brothers and businesses. It's not a bad thing."
Rana enthusiastically asked reporters: "You know what Italy's Iveco products are the biggest competitor in Europe? It is Fiat! Everyone knows that Iveco is a subsidiary of the Fiat Group and is a major commercial vehicle company, but One of Iveco's main competitors is DUCATO, which is precisely Fiat's product. This benign competitive relationship between us has not only made both products prosperous, but has also contributed to the Fiat Group's commercial vehicle line. The share of Europe is among the best," Lana told reporters. Rana analysis believes that SAIC-IVECO mainly produces heavy trucks, while Nanjing Iveco's focus is on light commercial vehicle products. It can be said that it is the completion of the strategic layout of Italy Iveco in China. Even though Iveco Heavy Trucks and Nanjing Iveco's Linye Heavy Trucks compete with the product line, one is the absolute high-end product of pure Iveco technology, and the other is the mid-range product that is more suitable for the needs of the Chinese market, and each has its own target market.
Joining European Iveco since 1978, and now provoking the important task of leading Nanjing Iveco to the world, nearly 30 years of work experience has made Lana understand the market. "Nanjing Iveco's target market is all over the world. We will not only lead the Chinese market, but also gain more say in global competition. The more competition from all sides, the more we prove that Nanjing Iveco is already in all areas of commercial vehicles. It has a decisive influence, and it can be said that this is the direction that we Iveco strived for. Let 2007 be the Iveco Year and it will be our first goal!†Rana was very sure.
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