This year's Beijing Auto Show, the flag of the big flag is undoubtedly the SUV.
This year's auto show, almost can be called "Beijing International SUV Auto Show", a rough statistics, a total of more than 40 SUV models get together. From small SUVs to medium and large SUVs, from commercial SUVs to SUVs that focus on Internet car functions, they cover almost every model and style.
“The SUV has entered a period of explosive growth. The reason is that it is related to the current consumption upgrade. On the one hand, many consumers have upgraded from buying an economy car to an SUV. On the other hand, the international oil price continues to drop, let the SUV The fuel consumption cost can be temporarily ignored." Luo Lei, deputy secretary-general of China Automobile Dealers Association, told the new financial observer that in terms of current market conditions, the production of enterprises is determined by market demand, "if you do not seize this market It may lose this opportunity."
Last year, the domestic SUV market reached 6.27 million units, a 52.7% increase from 2014, which is enough to reflect the market demand of Luo Lei. If the product is not wrong with the market, but the competition is more and more fierce, but it will inevitably let the players gradually feel a little helpless.
Beginning in March, the Great Wall Hover H6, which has been occupying the SUV sales champion, took the lead in achieving the “Official Dropâ€. Its 2016 upgraded version, the price is only 88,800 yuan - 126.8 million, and the starting model of the 2015 model is 99,800. The yuan was reduced by 11,000 yuan. Subsequently, Changan CS75, Geely Bo Yue, etc., also made an article on the price of "official drop", preferential purchases and purchase tax subsidies.
Since then, a number of joint venture SUVs including GAC Mitsubishi, Volkswagen Tiguan, Changan Ford Maverick have also joined the price war, and the battle of the SUV battlefield has become even more fierce.
On the one hand, the price war is fully launched, and on the other hand, more than 40 models continue to gather together. As a result, many people in the industry lamented that the SUV market segment, the "blue ocean" has become "red sea", and even, will go to "blood sea."
Shocked
The first to be affected, it is a self-owned brand.
In recent years, the increase in sales and market share of independent brands has mainly benefited from the explosive growth of SUVs. In the first quarter of this year, with the outstanding performance of SUV products, the sales of self-owned brand passenger cars totaled 2.553 million, an increase of 11.1% year-on-year, accounting for 45% of the total sales of passenger cars, a record high. Among them, the self-owned brand SUV sold 1.154 million units, a year-on-year increase of 57.4%, accounting for 58.8% of the total SUV sales.
Taking the sales in March this year as an example, among the top 10 SUV manufacturers, the champion and runner-up were controlled by their own brands; among the top ten SUV models in China, the self-owned brand SUV locked in six seats and took the top five.
From the current situation, SUV has become the most important support for independent brand sales, and can even be said to be the only support. It is precisely because of this, the independent brand has been criticized for the imbalance of product sales structure. In March, the market share of self-owned brand cars has fallen below 20%. This has caused concern in the industry that once the SUV market is caught in disorderly competition such as price wars or the entire whistle disappears, independent brands may be hit hard.
On the other hand, joint venture brands that were previously in a weak position in the SUV market have now slowed down and launched a fierce attack. Volkswagen, GM, Nissan, Toyota, Mazda... or accelerate the introduction of SUV models, or product layout has been formed.
Zhu Huarong, president of Changan Automobile, had expressed concern in the media interview. In his view, after nearly three years of rapid market development, the self-owned brand SUV is replicating the situation of the previous car market, that is, through the advantages of first layout and cost performance. The market, and then the joint venture brand price cuts counterattack, the independent brand suffered a decline in sales.
磕 high-end
In any case, independent brands can no longer sit still. For example, the Great Wall Motor, which holds the SUV market sales champion, has once again blew the horn of the mid- to high-end market.
At the Beijing Auto Show, Great Wall Motors released the new Haval H7 SUV. This product is not only the strategic product of the Haval brand to lead the SUV market iteration, but also bears the burden of enriching the product line and consolidating the market position. It is also the high-end quality name of Great Wall Motor after the high-end products of Haval H8 and Haval H9. duty of.
According to statistics, Haval H9 sold a total of 14,000 units last year, accounting for 2.11% of the Haval brand; while Haval H8 sold only 0.9 million units last year, accounting for 1.36% of the Haval brand. It should be known that Wei Jianjun, the chairman of Great Wall Motors, once labeled the Haval H8 with the Porsche Cayenne, but in a media communication meeting in mid-April, even Wei Jianjun himself had to be frank: "Now, H8 is indeed a failure."
However, an insider of a self-owned brand told the New Financial Observer that although the Harvard series of Great Wall Motor has not been able to stand up in the high-end SUV, it still admires the enterprise. “Independent brands are sure to stand firm in the small and compact SUV market, but in the medium and large SUVs that go up, it really doesn’t work. Everyone understands that the current time is high-end, and most of them are both lost and Don't make a lot of money, but Harvard still has the tenacity to follow this and follow this. Hey, it may be full of bags; but not awkward, destined to get rid of the low-end, cheap hat."
In this regard, Luo Lei also has a similar point of view: "As far as market share can be done, we should not make too optimistic estimates, as long as we are willing to do it, even if it is hard, it is a process of creating a brand. Constantly investing in and cultivating its own high-end brand. This is the only way for independent brands."
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