SUV car prices by a number of second-tier brands are still turning the joint venture quagmire

Posted on 8/16/2016 4:46:03 PM

Automobile market in the first half has been significantly warmer, car prices have started to adjust the sales target of the year. In July this year, car sales, although sales declined compared to last month, but the cumulative sales growth rate to sustain growth reached 9.8%, while auto market last year, the cumulative growth of just 0.4%.
August 12, China Association of Automobile Manufacturers released data show that in July this year, car sales 1.852 million, up 23% over the previous year, from January to July total sales of 14.684 million, an increase of 9.8% over the same period last year. Since last year's auto market downturn, the relatively low sales base, so this year the growth rate is relatively obvious.
Late last year had sales target down car prices, auto market recovery gradually face the second half of this year, car prices have raised the portion of the annual sales target. For example, Geely raised its annual sales target of 660,000, 600,000 of the target before contrast, Geely Automobile this year the increase rate target of 10%. In addition, the annual target of Dongfeng Honda is also adjusted from 450,000 to 500,000.
Prior to this, he announced the first half of the mainstream car prices sales charts single goal in three-quarters of car prices is not over half of sales, including Geely, but only in the past month, Geely Automobile sales in July reached 4.9 million, an increase of 64%, growth of about 4%, the cumulative sales of 329,000.
The Secretary-General Choi Dong-tree by the Federation to the 21st Century Business Herald reporter, said: "This year, car prices show good momentum, beyond the expected car prices, boost sales goal is to better meet market demand, while car prices also enhance all aspects of resource allocation, market share, car prices to achieve strategic goals. "
Momentum reversed by SUV
Statistics from the annual sales of passenger cars last year, the car is still the largest selling model, accounting for 56% market share, in addition, SUV has reached 30% market share.
Although the SUV has always maintained high growth, the growth rate of small cars, but the domestic market is still based on car-based, to ensure the future of car sales stable at the same time, strengthen the high-growth SUV models will be a trend.
It is understood that, at all levels from the current joint ventures, the Korean cars and Japanese cars performance worthy of attention, whether the steady growth in car sales in the second half with the SUV to the stability force, and a direct impact on car prices in annual sales goals. It is reported that the first half of the mainstream car prices sales target completion rate, the worst performers were KIA, BYD and Dongfeng Peugeot Citroen Automobile, completion rates were only 42%, 37.3% and 30.7%, while the number is not BYD more sales decline brands.
Japanese face down on the independent press and the exploration of the trend, the current plight of the Korean Kia cars in China continues to achieve annual sales target of 680,000 units difficult. According to the report shows the first half, Dongfeng Yueda Kia's car sales fell 0.43%, but at elevated SUV, KX3 and KX5 sales, its sales growth is also slow recovery, but the current overall trend of Kia in China "drop in the bucket."
Although the KIA in July sales of 41,000, an increase of 36.7%, but the chain in June fell by 8.9%, while its only sedan K3 and Sportage SUV outstanding performance against the market trend MoM 3.6% and 6.7%, respectively , it is to achieve an increase of 155.4% and 81%. Kia in China from January to July reached only 48% of total sales target.
Lift car sales target one enterprise Dongfeng Honda, promising to complete an upwardly revised 500,000 goal. Data show that in the first half of Dongfeng Honda sold 248,000, completion rate of 55.11 percent, after July, total sales of 298,000, completed 66.18% of the annual sales target of 450,000.
One concern is that Dongfeng Honda CR-V, XR-V two models in the first half sales reached 86 000 and 80 000, an increase of 38.3%, respectively, 61.5%, two-car sales totaled 166,000, all companies accounted for 67.2% of sales, an increase of 48.6%. Compared with the SUV, Dongfeng Honda car sales situation will have a more relaxed, headed Civic sedan six months were sold 29 000, Civic, Si Rui platinum, Goree, Ming Si four cars sold a total of 53,000 in the first half vehicles.
Dongfeng Honda sales in July increased rapidly, not only thanks to SUV, the new listing of its A-Class tenth generation Civic became the major contributor. Dongfeng Honda to enter the monthly sales before the top ten companies, shows the Japanese cars in China increasingly competitive.
Choi Dong-tree said: "similar independent brands and joint venture brands Geely, Dongfeng Honda raised the corporate goals are present in common is that the market performed well, raising the target is a reasonable option currently high growth and slower growth in SUV cars contrast, the future still. car prices need 'to walk on two legs', so that car prices to better face the future market competition. "
Product marketing return home
"Automotive force is always ranked first. No product is no market power, no power and no product marketing capabilities, others are empty." An insider said car prices.
Own brand products rapid increase in force, the more auspicious SUV Bo sales of over 10,000, has become lucky sales target of lifting one of the important reasons. Since the listing Ji Libo, April sales of 04,000, sales of 06,000 in May, June sales of 08,000, while the July monthly sales break million.
At the same time, in July 2016, Geely Automobile's best-selling new car sales 16000 Dorsett, an increase of 41%, known as "the most beautiful B class domestic cars" Geely Bory sales 03,000, an increase of 6.3%.
When a car brand, appearance, space, data showed superior, it is not hard to become the same level of sales in the same price range "leader." In one view, Havel SUV brand to rely only far away, but H6 sales have always maintained a leading, enhance the brand, now this rule also applies to Geely Automobile.
In fact, a good product is more descriptive or practical level, a good product but lack of good marketing, branding and design time, there will be so-called "praised" situation. "Product premise force must first meet the market demand, which is the crucial factor." Choi Dong-tree representation.
Not long ago, Geely marketing model was a radical reform, the original Imperial, Global Hawk and the British car three sub-brand marketing division, into the Southern, Central and Northern Marketing Division, Marketing Division by each region responsible for three sub-brands in all promotional activities within the region as well as sales.
Automotive marketing expert Yan Jinghui said: "Products to force car prices in central position, with more products to increase, how to layout marketing need a car, to improve service force will also be able to better enhance the brand's influence, but faces sharp 1.6L Free purchase. policy is about to expire, many car prices or sales volume for the second half is expected to have a cautious attitude. "

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