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Breaking through the mid-to-high-end auto market is a slogan for independent brands in the past few years. However, up to now, the highest monthly sales of high-end models of self-owned brands have not exceeded 1300 vehicles. This year's Beijing Auto Show, the local car companies did not intensively release new cars, but the contraction front to seek strategic adjustments, several important models announced to go public, but also the main attack on the low-end market of about 100,000 yuan, hoping to stop the overall market share continues to decline The decline.
To return to the main battlefield of 100,000 yuan models <br> <br> Beijing Auto Show, Beijing Automotive Group, the first time the identity of the whole exhibition. Among the 25 show cars, a red Sic Bo D50 was placed in the center of the show. Although it looks full of movement, the interior space is also spacious enough, and it is equipped with advanced configurations such as idle start and stop and body stability control system. However, this A-class family sedan with the Saab D70 has a price of only 74,800 yuan. To 119.8 thousand yuan.
In the self-owned brand B-class sedan market, BAIC has achieved little success. The Shenbao D70, which was launched in May last year, focused on the business executive car market. By the end of last year, it had achieved sales of 1,001 units, and had sold more than 1,200 vehicles per month, ranking the top of its own-brand sales. However, this leading position precisely highlights the embarrassment of independent brands. "Compared with the joint venture model, the self-owned brand still has a low share in the high-end market." Zhang Jian, deputy general manager of Beijing Automotive Group, disclosed that throughout the year, the sales target of BAIC's autonomous passenger vehicles is from 330,000 to 370,000.
As a latecomer to its own-brand passenger car, the market with the largest market capacity in the A-class is an area that BAIC cannot tolerate, because it accounts for more than 50% of the country's passenger car market, and its annual market growth continues to climb steadily. As a pillar product of Beijing Auto, Liang Kuangfeng, vice president of Beiqi Co., Ltd., stressed that the Shenbao D50 will hit the target of selling 10,000 units a month and take on the important mission of increasing the market share of Beijing Automotive.
Similar to Beiqi, Great Wall Motor launched the pre-sold H2 compact SUV at a price of RMB 105,800. The new large-size SUV CS75, which was listed on the Changan Automobile (microblogging) auto show, was priced at as low as RMB 108,800 to RMB 145,800. Changan Automobile has made it clear that the current moment is not the best time to launch independent high-end brands, and market acceptance remains to be seen.
Li Feng, president of Beijing Automotive Industry Co., Ltd., believes that the 100,000 yuan or less model is still the dominant range of self-owned brands and cannot be easily abandoned. "Product development is the main theme, but the impact of high-end must be able to endure loneliness." Analysis of Li Feng, South Korea's accumulated over 40 years to become the world's fifth-largest car companies, China's own brand of latecomers can not escape the path of Japan and South Korea That is, we must go step by step and we cannot hope to overtake the curve.
Corporate strategic contraction than the local car <br> <br> compare worrying is its own car brand's market share has continued to decline for seven consecutive months. In the first quarter of this year, sales of self-owned brand passenger cars were 1,885,300, a decrease of 1.5% from the same period of the previous year, and accounted for 38.7% of the total sales of passenger cars. The occupancy rate was down 4.5% from the same period last year.
“The competition between Chinese brands and foreign brands in the Chinese market is now really short-handed.†Dong Yang, executive vice president of the China Association of Automobile Manufacturers, analyzes that before the rapid development of the Chinese auto market, foreign brands and Chinese brands “You go your high end and I go At the low end, the two sides do not interfere with each other, so Chery, Geely and other independent brands have developed very rapidly. From the situation in the last two years, GM, Toyota, Volkswagen and other joint venture car companies have increased the delivery of low-end vehicles, the price dropped to 780,000 yuan, which makes the survival of their own brands worse.