ASEAN Autobiz Magazine

News	POLARSUN SMALL but BIG

	Polarsun Motor Holdings Ltd. with auto manufacturing history and experience of 50 years, is an auto manufacturing company approved by national development and reform commission. The company is engaged in manufacturing and developing passenger cars (light buses, MPVs, SUVs) and commercial vehicles as well as fitting parts.Polarsun has four advanced manufacturing processes including stamping, welding, painting and assembly. It is able to produce 60,000 vehicles annually. The company designs, builds and manages the factory on the principle of sophisticated manufacturing. It adopts modularized design, flexible production, which can manufacture several models on one production line to meet various requirements in the market. The new factory covers 1 million square meters, which will gradually form an annual production capability of 400, 000 vehicles. Its products include passenger vehicles and commercial vehicles and so on. Since its establishment, thanks to introduction of advanced marketing concept and management system worldwide, the company has promoted reconstruction of business process and integration of domestic and overseas resources. At the same time, the company introduces sophisticated management in purchase system, production system, technological development system, marketing system, human resource development system, quality guarantee system, etc. The company aims at developing the auto culture and auto brand of our own nation. It integrates worldwide resources, and adheres to the principle of “creativity and efficiency, scientific management, keeping improving and considering human the most important factor”. It strives to continue to launch new models, develops domestic and international markets, and continuously offers more delicately designed and personalized automotive products . Polarsun Motor Holdings Ltd. with auto manufacturing history and experience of 50 years, is an auto manufacturing company approved by national development and reform commission. The company is engaged in manufacturing and developing passenger cars (light buses, MPVs, SUVs) and commercial vehicles as well as fitting parts.Polarsun has four advanced manufacturing processes including stamping, welding, painting and assembly. It is able to produce 60,000 vehicles annually. The company designs, builds and manages the factory on the principle of sophisticated manufacturing. It adopts modularized design, flexible production, which can manufacture several models on one production line to meet various requirements in the market. The new factory covers 1 million square meters, which will gradually form an annual production capability of 400, 000 vehicles. Its products include passenger vehicles and commercial vehicles and so on. Since its establishment, thanks to introduction of advanced marketing concept and management system worldwide, the company has promoted reconstruction of business process and integration of domestic and overseas resources. At the same time, the company introduces sophisticated management in purchase system, production system, technological development system, marketing system, human resource development system, quality guarantee system, etc. The company aims at developing the auto culture and auto brand of our own nation. It integrates worldwide resources, and adheres to the principle of “creativity and efficiency, scientific management, keeping improving and considering human the most important factor”. It strives to continue to launch new models, develops domestic and international markets, and continuously offers more delicately designed and personalized automotive products . Stamping Line A:Press machine group of above 1600 ton imported from Russie Stamping Line B:Press machine group of above 2500 ton imported from American Welding Plant:Welding robot imported from Japan to handle all key welding processes. Painting Plant:Main equipments of all production lines are imported from U.S.A and Japan.Painting materials are all from Japan.Pre-treatment line,under surface coating line,top surface coating line are all made through automatic control of Mitsubishi PLC control system Final Assembling Plant:AGV assembling robot made in japan with 2 lift platforms,five-axis intelliTorque Tire Nut fastening system made by INGERSOOL-RAND U.S.A,filling equipment made by RAPIDCHARGE in France,are adopted in assembling line.In testing line top class automobile testing system made by SCHENCK in Germany is adopted,for quality inspection on lighting,wheel alignment,brake system etc.Emission test and analysis systems made by AVL in Austria is used for monitoring and control engine exhaust. Larger Enterprise and Smaller Automobile China’s automobile sales in 2005 is 5.92 million, exceeding that of Japan 5.8 million, and it ranks top 2 in the world after America. The automobile keeping amount in China gets close to 40 million and it becomes the largest automobile consumption market. Competition of overall automobile in China will be more dramatic with entry of international automobile manufacturers. Of many brands, there is rare domestically produced automobile with self-supported intellectual property. At the end of 2005, the insiders called for “enhancing self-supported innovation for international market” for China’s automobile market. Under such environment, as non-governmental supported enterprises engaging in China national automobile industry, how should they become bigg and power in the competition? Shenyang PolarSun Automobile Co., Ltd involves in overall automobile manufacturing field by integrating into Songliao Automobile in June, 2002. After more than three years’ practice, PolarSun has put enterprise operation into a new operation mode (the insiders call it “PolarSun Mode”) and obtained sound effect. “PolarSun Mode” integrates product R& D and marketing into enterprise development strategy which becomes the source power for sustainable development. I High quality professional talents for R& D, supported by synchronized international advanced technology which becomes the source power for standing in market and performing strategic development. PolarSun involved in overall automobile manufacturing field in 2002, and it is blowout of China’s automobile industry. Putting product core competitiveness at the first place is the basic point for enterprise operation. After establishing automobile R& D center in Los Angeles in America, PolarSun set up automobile R& D center in Detroit in America. A large number of famous automobile designers were working for PolarSun. Los Angeles and Detroit R& D centers are responsible for R& D tasks in different phases. New automobile models are designed as per international standards for object market and they are synchronized with internationally advanced level in design concept and new technology application; at the same time, automobile research institutes which were respectively established in Shanghai and Shenyang are responsible for supporting engineering, technology guarantee and service for the production site in China for two R& D centers in America. Such combined design concept with Oriental and Eastern automobile cultures enables us to manufacture products of different demands for consumers with different cultural backgrounds, and powerful R& D ensures that new products can be launched into market continuously which becomes the source power for sustainable development. Through analysis and research on global automobile market, with developed technology platform and market resource, PolarSun placed the first step for manufacturing light-duty passenger vehicle in overall automobile manufacturing field. American famous designer Roger and etc. are employed for front body and overall automobile matching of selected models. The new light-duty passenger automobile of PolarSun Century employs streamline design for the front body with convex design, with flowing beauty, elegance and stability, and combination of European America style and Oriental taste, with improved operation performance, the performance price ratio is enhanced. It became the focus by insider and consumer on Shanghai Automobile Expo in May, 2003. Three new automobiles MPV, SUV and 06 style jointly designed by two R& D centers of America in 2005 are domestically converted by PolarSun Shanghai Automobile Engineering Institute. The three automobiles were focused in Shanghai International Automobile Exhibition Fair of the same year and its market is promising. At the end of 2005, PolarSun Century new light-duty passenger automobile and PolarSun pickup, which were exhibited in the 8th of Middle East Dubai International Exhibition. It is expected that there will be more new models to be launched in Beijing Internatoinal Automobile Exhibition in 2006, and the concept model designed by PolarSun America will be exhibited for the first time. II Break normal rule, take “pre-sales service” as an edge, establish internationalized marketing network and pave the way for entering overall automobile market PolarSun makes full use of its resource advantages for determining its marketing strategy for overall automobile. It begins with establishing internationlised marketing service, enhance domestic market and prepare for launching of sequent new models. Focus of current automobile market competition has been transferred from price competition into marketing mode and service competition. From initial R& D design and final service quality, each detail will affect competitiveness of the automobile market. It matches PolarSun’s service awareness during market operation, namely, high service quality is superior to price edge. Service is product and needs establishing image. Combination of subjective awareness and objective market forms “pre-sales” marketing mode. PolarSun finds the point for overseas sales and service with application and extension of “presales mode”. The final goal is that the automobiles are sold depending on high quality service sales after the first one. Great sales of PolarSun Century light-duty passenger automobile in Middle East, South Africa and East Europe is the successful case of “presales service” in marketing. In design phase of PolarSun Century and Polarsun Pickup, automobile deisng engineers are dispatched to survey market and offer pre-sales service support. Customized manufacturing is employed for local geographical and climate characteristics and users’ demand, the automobile is improved and updated, configurations not applicable for local demand and increasing cost are cancelled and satisfied results are obtained. “Presales service” gets close to dealer and customer. Automobile sales platform with service centered realizes all around and three-dimensional service and cooperate with dealer based on mutual benefit. With presales service concept, PolarSun completes linkage with marketing and make overseas partner and dealer do business supported by sound technology service and remove their worry about in-process sales and after-sales service. Presales service attracts more overseas dealers, which becomes for prerequisite for opening overseas market and edge for breaking through difficulities. Meanwhile, based on the spirit of being responsible for end users, PolarSun strictly reviews credit and other background of overseas cooperation partners. All overseas dealer signed with PolarSun are required to establish service network in its local country and the qualification is in line with international standard. Strict credit review makes end users’ rights and interests guaranteed in maxium and PolarSun entering local market in minimum risk. In June, 2005, 305 automobiles were exported to Middle East, which is the largest order for single export of light-duty passenger automobile in China. At present, PolarSun has set up service network in Kuwait, Unite Arab Emirates, Oman, The Kindom of Saud
Issue	January 2010