Shuanghuan Automobile has long remained a mysterious name in the Chinese automotive industry. For 18 years, this manufacturer, which has been competing in the jeep, commercial vehicle, and off-road sports car sectors, has maintained a low profile in public opinion. However, things changed last year with the launch of the SCEO SUV. Equipped with a Mitsubishi engine, it offered impressive fuel efficiency—only 10 liters per 100 kilometers—and a spacious interior, all at an attractive price of around RMB 120,000. The model quickly gained popularity in the market. In recent years, Shuanghuan has also expanded its operations by acquiring modern production facilities, aiming to quadruple its annual output. Recently, there were rumors that the company was planning to enter the micro-vehicle market and was actively seeking global suppliers for parts. A reporter attempted to reach out to Shuanghuan but struggled to find contact details. Eventually, they tried calling the sales department through the company’s website. The first call went unanswered, and when they tried again, the sales team was busy meeting clients. The call was eventually transferred to He Zeguo, the deputy general manager of sales. Outside the factory walls, He Zeguo shared some exciting news: a group of Russian customers had recently visited and were very satisfied with the SCEO, possibly leading to a series of orders. During crash tests at the National Testing Center in Changchun, the SCEO performed well, with only minor front-end deformation. Even the windshield didn’t shatter much, and the Russians present gave thumbs-up signs, saying “OK” repeatedly. Since its launch in October last year, the SCEO has enjoyed strong market support due to its stylish design, high-quality build, and competitive pricing between 120,000 to 130,000 RMB. It features Mitsubishi chassis technology, central door locks, four-wheel disc brakes, and luxury interiors—rare for its class. Its fuel efficiency of just 8.9L per 100 km makes it highly cost-effective, attracting many buyers who carefully compare options before making a decision. According to data from the China Association of Automobile Manufacturers, SUV sales nationwide reached 201,831 units in 2005, showing a 13.7% increase compared to the previous year. With growing domestic R&D capabilities and more multi-functional models entering the market, the SUV segment is expected to continue its steady growth. Vehicles priced under 150,000 RMB remain the main drivers, offering significant opportunities for local brands like Shuanghuan. When asked about specific sales figures, He Zeguo was cautious, stating that while sales have grown, he prefers not to disclose exact numbers. However, he did mention that over 5,000 vehicles were exported last year. International interest has been rising, with foreign businessmen from Jordan, Syria, and Ukraine visiting the company to negotiate deals. The SCEO has gained traction among international buyers, especially in Russia, where it is the largest customer. To meet regional needs, Shuanghuan has made adjustments, such as using heat-resistant materials for Middle East exports and advanced antifreeze systems for Russian markets. Looking ahead, Shuanghuan plans to introduce four new models this year: S6 (a mini-car), S7 (an MPV), S8 (an SUV), and S9 (a commercial truck). The S6, set to be launched first, will target the small-displacement vehicle market, with a price range of 3–5 million. The molds for the S6 are already completed, and the company is preparing to showcase these models at the Guangzhou Auto Show in July. Currently, Shuanghuan boasts advanced technology and equipment, including a full stamping, welding, painting, and assembly line, along with specialized factories for auto parts like glass, seats, and air conditioning. The company has implemented strict quality control measures, including a lifelong tracking system for product quality. As a result, the S-RV and SCEO have become recognized as high-quality vehicles in their category. With rising oil prices and stricter economy standards, small-displacement vehicles are gaining popularity. Shuanghuan’s new models aim to capture this market, though it's highly competitive. Compared to established brands like Chery, Xiali, Alto, and QQ, can Shuanghuan’s S6 stand out? According to He Zeguo, the company is confident. Their “zero defect” production process, 5S site management, ISO9000 certification, and recent ISO/TS 16949 compliance ensure top-tier quality. Additionally, their pricing strategy avoids artificial inflation or hidden fees, focusing on delivering high value upfront. This approach ensures that Shuanghuan’s products rarely see price cuts, reinforcing consumer trust. Author: Ni Boming

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