Jeep return made camp in China "second malignancy," betting the price

Posted on 11/10/2015 10:39:11 AM

With the light of domestic freedom, GAC FIAT Chrysler, Ltd. (hereinafter referred to as "the Guangzhou Automobile Fick") Jeep brand wants to return to mainstream camp.
November 3, Guangzhou Automobile Fick its first domestic SUV, Jeep liberty light officially listed, and a similar scene 30 years ago, also appeared in the Jeep into China in a crucial moment. But, that time is not free of light called free light, and called "Cherokee", wound up relying on domestic Beiqi Jeep still only hovering outside the mainstream automobile market brand.
"We waited for this day for 30 years, and we hope the second domestic freedom light energy Jeep brand car back on to the mainstream market." Guangzhou Automobile Sales Company Fick's Zheng Jie, general manager of the stage seemed to have plenty of emotion.
The passage of time, today's Jeep liberty light again domestically, relying on the Fiat - Chrysler Corporation (hereinafter referred to as the Philippines - gram Union) joint venture with Guangzhou Automobile Group was established, and the strength of the domestic car market competition is constantly increasing. 30 years time as fleeting, missed the domestic automobile market "golden years" of the Jeep and free light, I do not know yet whether to regain market confidence?
Prices axis
When Zheng Jie announced homemade free light 229,800 ~ 315,800 yuan official price guide, who had just become the Jeep Compass owners on the phone to the "China Business" reporter expression laments: "This price cut, has been close to the cash import Compass (the official guide price of 221,900 ~ 280,900 yuan) of the price of. "
From the previous models positioning point of view, Jeep Compass freedom than light, while the domestic price cut will inevitably make the owners of guide who repented. Of course, the owners apparently did not understand that such a bold pricing strategy is precisely the recovery plan sought by Guangzhou Automobile Fick - relying on domestic, reducing Jeep brand vehicle models in China, will focus on can lead to higher profits and higher sales on the domestic models.
"Pricing freedom of domestic light, to a certain extent, has been covering the import Guide to the target market, with freedom of light domestic, import guidelines are expected to be gradually coming out of the market." A wide steam Fick insiders told reporters. Zheng Jie is also well aware that the current domestic automobile market has been difficult to achieve substantial growth in sales, so guangqi Fick and domestic free light must face the reality, first show sincerity in the domestic pricing strategy.
According to the Guangzhou Automobile Fick planning, early next year, will launch 2.0L domestic free light version, it expected starting price of 20 million, which would also allow free light domestic price further down. In addition, in order to pave the way for domestic listing free light, as early as August of this year, Guangzhou Automobile Sales Fick inception of the company, to finalize the program of distribution channels: distributors develop open multiple formats, modular model, fully established all brands , multi-product line dealer network. The goal is to be in the Jeep brand domestic projects are being implemented, the original Chrysler car imports fused with two GAC FIAT sales network.
"Guangzhou Automobile Fick network optimization progress fairly smoothly, there are 208 stores after sales staff training qualified domestic sales of the Jeep Liberty light, it will reach 280 by the end." Fick, chairman of Guangzhou Automobile Feng Xingya representation.
According to the Guangzhou Automobile Fick's expectations, the domestic free light to the end of January this year capacity of 4,000 to 5,000, the final planning monthly capacity of 10,000. Guangzhou Automobile Fick as the most important brand, Jeep brand will undoubtedly bear the company's main sales under future task.
Drawn the short straw
The joint venture as early as 1985, Jeep and Beiqi established - Beijing Jeep, production of the first model is the second generation JeepCherokee. "But this professional class city SUV for the time of China, the somewhat outdated .Cherokee in the army as a command vehicle critically acclaimed, but just out of the planned economy for the majority of urban dwellers, the urban SUV and an era The most common way of life is not very in tune. "Zheng Jie recalls.
After the 2005 dissolution of the Beijing Jeep Corporation, Jeep brand also temporarily leaving the Chinese market. In the subsequent establishment of the "Beijing Benz DaimlerChrysler" (the original Beijing Benz - Daimler Chrysler Automotive Co., Ltd., has been disbanded), the Chrysler brand, although the introduction of 300C, Sebring and other models, but fall into the Group's financial crisis, and wear Daimler parted and other problems, these models eventually become a mere formality, and causing great harm to the brand.
2008, Chrysler completely from "Dyke" alliance and joint venture companies in China, Beijing Benz DaimlerChrysler withdraw it. Back Chrysler Jeep announced the re-sales channels in China.
By the end of 2014, the Philippines - grams alliance with Guangzhou Automobile Group to finalize the establishment of the new joint venture sales company, responsible for Jeep, Fiat and Chrysler brands of domestic models and imported cars sales management, marketing, product planning and service and other functions. Early 2015, Chrysler Asia Pacific and Guangzhou Automobile Group Guangzhou Automobile, respectively, of the original Fiat capital increase 1.8 billion yuan, whereby Chrysler Asia Pacific shares held by Guangzhou Automobile Fiat also increased to 40%, becoming the original GAC FIAT second largest shareholder. With the change of ownership relations, the former Guangzhou Automobile Guangzhou Automobile Fiat officially changed to Fick.
"Evolution lifestyle sparked the wave of China's SUV, all brands have joined the market competition. Unfortunately, Jeep brand has gone staggered in China, missed some important opportunities." Zheng Jie think, because of this, the first domestic free light carrying the Jeep brand's return to China's passenger car market mainstream desire.
Posterior Suspense
Of course, for the Guangzhou Automobile Fick and domestic free light, the "second malignancy," the marketing problem still exists. Some analysts believe that, whether it is or whether Fiat Chrysler, which had in the domestic market have experienced the pain of joint failure, it also gives both Fiat and Chrysler brand image have resulted in huge losses too. For Philippines - gram Union, enhance the brand in the Chinese market is still a big problem.
At the same time, the current domestic competition in the large SUV segment described as "intense." Joint venture to accelerate the layout midsize SUV market in recent years sales increase is not obvious, but do not Keangkewei to Shanghai GM, Ford and Nissan cutting-edge community, represented by the new Loulan, a joint venture car prices is accelerating mainstream medium and large SUV product introduction. In this context, there is no freedom of light strong brand support and sales volumes, not easy to come to the fore.
"On the market now, 200,000 to 300,000 yuan price range of medium and large SUV models indeed are many, but the competitiveness of Jeep liberty light is that different price segment in the competitive differentiation in a different price range within free light are given enough sincerity. "Zheng Jie confidence expressed.
According to the Guangzhou Automobile Fick previous plan, by the end of 2016, there will be light including freedom, liberty, etc., 3 Xia Jeep brand new product after another to achieve domestic and imported products lines are formed together to form a complete product line of SUV. According to the Philippines - vision gram Union, to 2018 to achieve the 500,000 sales target in Chinese market.
But now the domestic market has entered a new normal growth of micro, for the "second malignancy," the Guangzhou Automobile Fick and is also a big challenge. "Despite the current domestic SUV market continues explosive growth to a more domestically Jeep hope, but in this increasingly competitive market segment," late comer 'still takes a long time to obtain the trust of consumers. "Cars industry leading commentator said Zhang Zhiyong.

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