"Micro-car technology to" accelerate Baojun acceptance "Home Strategy" Results

Posted on 7/27/2015 10:43:46 AM

In "God car" after Baojun 730, SAIC-GM-Wuling and the SUV segment put a "big move."
July 18, SAIC-GM-Wuling Baojun 560's first SUV, the official listing. In fact, five years ago, the same day, SAIC-GM-Wuling officially released the passenger car brand Baojun, which opened "by a trader ride" strategic transformation.
After the first model 630 Po Chun Po Chun brand gradually introduced Baojun Aveo, 610, Po Chun 730 and other models, with the listing of the Baojun 560, SAIC-GM-Wuling is gradually increasing family cars running speed to match the whole enterprise "family car strategy" implemented.
Po Chun listed 560 such Baojun brand products pedigree gradually improved. However, as car sales and other Baojun 630 underperforming Baojun brand had sales of almost the Baojun 730 support. Next, 560 Po Chun Po Chun brand able to bring new changes yet to be tested.
Overweight vehicles
"Baojun brand Baojun 560 is an important strategic model." SAIC-GM-Wuling public relations official said. According to its introduction, before the Po Chun listed 560, SAIC-GM-Wuling done a lot of research work on models equipped users do not need to remove the configuration, retaining most users emphasize key configuration. For example, the Po Chun 560 ground clearance at the same level up, the whole system comes standard with ESP, with models adopted in Tires, etc., are based on market research after final adjustments made. SAIC-GM-Wuling in Liuzhou Baosteel attract even built a special steel production line. And this is the only OEM surrounding Baosteel factories move within Asia.
SAIC-GM-Wuling in accordance with the idea, along with the decline of Weicheshichang, its future will be based on a solid Weicheshichang, the development focus gradually adjusted to the family car in the field. At this stage, Wuling mini-car in the proportion of overall sales in the SAIC-GM-Wuling is about 57%, and will gradually expand the Baojun brand in the proportion of overall sales. As the first SUV model, and adapt to the current market situation Baojun 560 will undoubtedly bear responsibility.
According to SAIC-GM-Wuling's plan, in addition to the listing of the Baojun 560, the next Baojun brand will also launch the Baojun 730, paragraph 2016, and the big facelift Po Chun 630. "These two planning models, the company's idea is to re-develop new models." SAIC-GM-Wuling, an insider said the company is considering locating Baojun 630, the price system, and re-sort, change models to change Po Chun 630 current shortage. Meanwhile, the new Baojun 730 may be located on top of the existing 730 models, the price range and population coverage will have a corresponding increase.
Similar Po Chun 730, SAIC-GM-Wuling this is still a low-key approach in the country more than 2,600 listed dealership group, and subsequently announced Baojun 560 7.68 yuan to 89,800 yuan in the official guide price online. Yuan Zhijun, deputy general manager of SAIC-GM-Wuling in accordance with the previous statement, the goal after 560 Po Chun listed is monthly sales over the million. Two days later from the Po Chun listed 560 orders had reached 15,000. Sales network, and Po Chun Po Chun 560 730 similar will still take the traditional micro SGMW Baojun brand car dealers and auto two channel sales. But the traditional micro-car dealer selection, will be more stringent than the previous Baojun 730.
Transition remains to be verified
With speed SAIC-GM-Wuling "domestic transformation" strategy, "a system of two brand" is SGMW current development ideas.
And in the traditional Weicheshichang gradual downward trend, home SGMW's transformation seems more imminent. As we all know, Wuling mini-car business has been in a leading position in the industry, but its strength is still the home of the passenger car is not strong. With the increasingly fierce market competition, the transformation is an established home Wuling goal, is the only way.
According to general manager of Shenyang SGMW previous position, in 2015, SAIC-GM-Wuling full-year sales target of 2 million. According to insiders said SAIC-GM-Wuling, Shenyang in the company's goal is to determine the progressive realization of the "three one million" goal: to Wuling Sunshine, Wuling Rong Guang millions traditionally dominated the micro-car; Wuling Hongguang of one million and one million Baojun brand.
According to statistics released by the Automobile Association show that in the first half of this year, SAIC-GM-Wuling sold 985,370 overall, up 10%, completed the enterprise annual sales target of 49.3%. Among them, the Baojun brand sales of 183,363, an increase of up to 377%. Among them, 730 Po Chun sold about 12 million units, Baojun brand accounted for 65% of overall sales.
"At present, 630 Po Chun Po Chun sales of 610 per month plus about 3000, certainly not a good state." SAIC-GM-Wuling public relations official confessed, Baojun 630 is SGMW attempt to cut into the area of the home, but because in its segment of the market competition is so fierce, coupled with not much in SGMW Baojun brand launched at the beginning of experience, making Po Chun 630 in product positioning and price-setting has done is not very good, which also led to the current Market performance is not good.
Some analysts believe that the success of 730 Po Chun can be said that the success of the same strain and Wuling Hongguang, which are inseparable with the current boom China MPV market. Baojun 730 is actually the success of Wuling mini-car "continue" to the Baojun brand, rather than the home of the Baojun brand self-growth, perhaps the Baojun brand present the greatest difficulty.
SAIC-GM-Wuling apparently recognize this. Despite the current market Baojun 730 performed better, but it still continued the tradition SGMW mini-car "low cost, large space" approach can be described as a decade SGMW very good at. And this mode, the Baojun brand marketing and brand expansion driving force is limited.
"Bao Chun to do home-based model of a real sense, this is the Baojun 560's original intention." SAIC-GM-Wuling stakeholders frankly stated Baojun 560 is Baojun brand five years of operation of the test, it can be described as Po Chun home of the first "litmus test" a real sense of its next market expansion is the biggest challenge facing the next Baojun brand.

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