Shuanghuan Automobile has long been a mysterious name in the Chinese automotive industry. For 18 years, this manufacturer, which has focused on jeeps, commercial vehicles, and off-road sports cars, has remained relatively low-key in public perception. However, everything changed when the SCEO SUV was launched last year. Equipped with a Mitsubishi engine, it offered impressive interior space and a fuel consumption of just 10 liters per 100 kilometers. Priced around RMB 120,000, the SCEO quickly gained popularity in the market. In recent years, Shuanghuan has also expanded through mergers and acquisitions, establishing a modern production base that is expected to quadruple annual output. Not long ago, a reporter tried to reach out to Shuanghuan for an interview about its plans to enter the micro-vehicle market and recruit global suppliers. However, getting in touch proved challenging. The reporter first called the sales department, only to be told they were busy meeting customers. The call was then transferred to the information center, where the line was also busy. A second attempt yielded the same result: the sales team was occupied, and the call was redirected to He Zeguo, the deputy general manager of sales. Outside the company walls, He Zeguo shared some positive news. Recently, a group of Russian customers visited and expressed satisfaction with the SCEO, potentially leading to a series of orders. During crash tests at the National Testing Center in Changchun, the SCEO performed well, with minimal front-end distortion and no major damage to the windshield. The Russian observers gave thumbs-up, saying “OK” repeatedly. Since its launch in October last year, the SCEO has been a hit due to its stylish design, high-quality build, and competitive pricing between 120,000 and 130,000 RMB. It features a Mitsubishi chassis, central door locks, four-wheel disc brakes, and luxurious interiors—rare in its price range. Its fuel efficiency of 8–9 liters per 100 kilometers has made it a popular choice among consumers. According to data from the China Association of Automobile Manufacturers, total SUV sales nationwide reached 201,831 units in 2005, up 13.7% from the previous year. With continued R&D improvements and new multi-functional models, the SUV market is expected to grow steadily. Vehicles priced under 150,000 RMB remain the main drivers, offering domestic brands significant opportunities. When asked about specific sales figures, He Zeguo remained cautious. “I don’t want to disclose exact numbers, but our products have been growing. I can say that we exported over 5,000 vehicles last year.” He also mentioned that foreign businessmen from Jordan, Syria, and Ukraine had come to negotiate business, indicating strong international interest. SCEO has gained traction in markets across the Middle East, South America, Eastern and Northern Europe, with Russia being the largest customer. To meet regional needs, Shuanghuan has made modifications such as improved insulation for Middle East exports and advanced antifreeze systems for Russian models. Looking ahead, Shuanghuan plans to introduce four new models this year: S6 (a 1.0L micro-car), S7 (an MPV), S8 (an SUV), and S9 (a commercial truck). The S6 will be launched first, with molds already completed. The company is preparing to unveil these models at the Guangzhou Auto Show in July. Currently, Shuanghuan boasts advanced technology and equipment, including full stamping, welding, painting, and assembly lines, as well as specialized parts factories for glass, seats, and air conditioning. Quality control measures are strict, with a lifelong tracking system in place. The S-RV and SCEO have become recognized quality products in their class. With rising oil prices and a push for more economical vehicles, small-displacement cars are in demand. Shuanghuan’s new models aim to capture this segment, despite fierce competition. Compared to established brands like Chery, Xiali, and QQ, can Shuanghuan’s S6 stand out? He Zeguo remains confident. The company follows a “zero defect” production philosophy, adheres to 5S site management, and holds ISO9000 and 3C certifications. It recently passed ISO/TS 16949, an international automotive quality standard. Additionally, Shuanghuan’s pricing strategy avoids initial high prices or hidden fees, ensuring cost-effectiveness from the start. This approach makes price cuts rare and keeps consumer trust strong. Author: Ni Boming

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