Automobile manufacturers push personality strategy models to intensify

In the first half of the year, the market opened higher and lower, and the second half of the year rose. In 2010, the auto market moved ahead. Chinese power, mergers and acquisitions, energy-saving emission reductions, and new energy are all hot words. However, to attract eyeballs, new cars should be listed every three days.

Among the 100 new cars in the year, luxury cars, new energy vehicles, and cross-border vehicles have seen people dazzled. Whether it is a joint-venture brand, an independent car company or a luxury car owner, they are rushing to push a new model of car to Chinese consumers. To win the Chinese market is the world, the global auto market competition is being embodied in the Chinese market.

The competing entity is the model. Are you strong or me? Who can get a direct look at the model? I can't do this on one of two models. The speed of the launch of major automaker models is getting faster and faster, and competition is increasingly being subdivided. Luxury cars are no longer just big, small, individuality is the key word for pushing new cars this year; new energy vehicles bid farewell to see the flowers in the fog, really into our lives; the heat of small-displacement models continues to soar, by more than 70% of consumption The favor of the person; more personalized, more stylish SUV, coupe and other cross-border cars have become the new favorite...

With all the stories of various models in the auto market in 2010, we can look into the direction of the auto market and popular passwords.

Luxury cars expand into niche areas - Key words: Product Layout Accelerating sales of Mercedes-Benz, BMW, Audi and other luxury cars in China continues to grow at a rapid rate. The boom in China's luxury car market has fuelled these world-class luxury cars, stimulating them to spare no effort. Will invest more new models into China. According to incomplete statistics, this year luxury brands imported new cars and new displacement models reached more than 20 models, and the systematic layout of luxury cars has accelerated.

In the process of speeding up the debut of luxury models, there is one thing that deserves special attention: that is, in the product mix of luxury cars, the introduction of more personalized and smaller models is getting faster and faster.

Look at German cars first. On January 20th, the new BMW X1 went on the market. On June 18th, Mercedes-Benz launched the C-Class luxury travel sedan C200CGI and C300. On June 28th, Audi A3 Sportback launched the first limited-edition model; July 30th. , BMW launched a series of limited edition sports; November 19, Mercedes-Benz A-listed.

Looking at the Japanese car again, Zeng Lintang, deputy general manager of Toyota Motor (China) Investment Co., Ltd., said that last year he tried to import small-displacement vehicles from the Japanese headquarters. Today, small-displacement vehicles have become the main sales force of Lexus in China, including new ones. The Lexus ES240 accounted for half of the overall sales. Infiniti has also changed its strategy for the introduction of new cars this year, and has successively introduced small-displacement models such as the G25, EX25 and M25.

It can be said that this year, small-displacement models and personality models have become the protagonists of luxury brands in China's expansion strategy. Judging from the performance of the terminal market, the trend of luxury brands nurturing young consumers has become increasingly apparent. Experts predict that this will enable small, individual luxury cars to eventually become the "mainstream consumer market" for luxury cars in the future.

Comments: With the continuous increase in the level of Chinese consumer income, the number of entry-level luxury cars surged. From this year's trend of luxury brands releasing new cars, we can see that luxury cars are constantly “reducing their value” and are close to the Chinese market. Apart from improving the actual needs of their existing product layouts, one reason that cannot be overlooked is to enhance their respective positions in China. Sales volume.

Continuing the trend of high growth - Key words: Energy conservation and environmental protection In order to stimulate and stimulate domestic automobile consumption, the state introduced the purchase tax reduction policy for 1.6L and below displacement vehicles in March 2009, and the purchase tax collection amount was levied at 10% from the past. The standard reduction was levied at 5%. The actual effect of the policy was seen in that year. In 2009, the proportion of sales volume of 1.6L and below displacement models increased from the previous 50% to 70%. The purchase tax reduction policy in 2010 has been adjusted to adjust the rate to 7.5%, but the sales of 1.6L and below displacement models are still rising.

The stimulation of the policy is one aspect, the global environmental protection voice is constantly rising, the awareness of environmental protection of consumers continues to increase, and the development of small-displacement vehicles is also promoted.

In the first quarter of this year, the MAGOTAN 1.4T models were launched; on April 10, the new Octavia went public and 1.4T models were added; on June 10th, at the Chongqing Auto Show, FAW-Volkswagen’s 2011 Bora 1.4T models were launched; August On the 16th, Shanghai Volkswagen Langyi was listed on the 2011 edition, adding four 1.4TSI models; at the end of August, the Audi A3 1.4T model landed first in Hangzhou, followed by successive listings in the country... Sagitar, Polaris, LaVille, Octavia, Magotan, and Audi. It is said that the 1.4T engine with smaller displacement, stronger power, more energy-saving, and more environmental protection will be carried on various models of the main models one after another, which is the key to the full sales of Volkswagen vehicles.

Looking at the auto market, 1.6L and below displacement models have become the protagonists. Many dealers told reporters that small displacement cars now account for more than 80% of total sales. The same model, 1.6L and the following displacement is better than the large displacement, such as Corolla, Sagitar and so on. The lack of small displacement models has significantly reduced competitiveness. Such as Civic, Fox, etc., although the monthly sales figures are still maintained at 700-110000, but the price is up to tens of thousands of price concessions. This is in contrast to competitors' small-displacement vehicles, which are difficult to obtain and queue up for cars.

Comments: Although from the immediate perspective, it is the preferential policies for purchase tax that have stimulated consumption and promoted the growth of sales of energy-saving and emission-reduced small-displacement vehicles. However, taking a broad view of the world, energy conservation and environmental protection are the main tone of the future development of the automotive industry. The growth momentum of small-displacement vehicles will become stronger and stronger. No matter whether it is a joint-venture brand, an independent car company or a luxury car, it will not dare to give up small-displacement vehicles.

New Energy Vehicles Really Enter Consumer Life - Key Words: Subsidy Policy China's new energy auto industry has grown this year. Not only has a large number of new electric and hybrid vehicles debuted, but the state has also introduced a policy of subsidies and encouragement. The upsurge in the production and sales of new energy vehicles in China hair. According to incomplete statistics, it is expected that by 2012, there will be nearly 30 pure electric vehicles in the Chinese market, which will usher in the highest density of pure electric vehicles in the world.

It is reported that the Lam Yi Electric vehicles will be off-line from 2013 to 2014; the Chevrolet Volt MPV5 and Nissan Leaf electric vehicles will land on the Chinese market next year; the BMW MINI-E and Mercedes-Benz smart electric vehicles that will have mass production will soon be introduced into the Chinese market. Big auto giants are targeting the Chinese market and accelerating the introduction of new energy vehicles. After the self-owned brand car company does not fall, in September this year, BYD E6 was listed; on November 6, Chery high-speed pure electric vehicle Ruiqi M1 (4S shop)-EV listed; recently, the price is less than 100,000 yuan, Geely Panda (4S Two electric vehicles will also be on the market... BYD's electric car E6 has run as a taxi on the streets of Shenzhen. Chery’s pure electric vehicles are also sold in the urban area of ​​Hefei by renting and selling, and Zotye Automobile sells to individuals. Out of the first pure electric car. A new energy car is at your fingertips and has truly entered the lives of consumers.

The introduction of subsidy policies for new energy vehicles not only concerns people's livelihood, but also has played a positive role in promoting urban environmental protection. Therefore, it has recently become a hot topic for consumers. Industry experts believe that although the direction of the industry has been set, but from the previous period of government procurement to guide consumption patterns, to agencies and groups to purchase and promote new energy vehicles, and then to consumers to buy real money, the need to achieve the three sections of new energy vehicle consumption track One time, it is expected that new energy vehicles will break through in 3-5 years, and the goal of selling 5 million new energy vehicles by 2020 is achievable.

Comments: Although the current domestic auto companies new energy automotive technology reserve is not just a step away from the real industrialization, but in the face of such a large piece of "cake", the domestic car companies have emerged in the new energy plan, which is also doomed The competition between car companies in the future will be quite fierce. The introduction of the new energy subsidy policy will further activate the enthusiasm of Chinese consumers for buying cars.

Personal car development momentum is fierce - Keywords: fashion, alternative Although energy-saving environmental protection has become the main theme of the car market, but there are still a large number of consumers favor the larger displacement SUV models; despite the high price of coupe, not enough "practical", but still It is sought after by fashion crowds; although many voices say that the poetry map [review image forum] is “unlike”, the degree of attention it has received since its listing has been continuously improved... In 2010, the auto market has become more fashionable and has a stronger personality.

Looking at the SUV first, the shape of the madness and personality is gaining more and more popularity. The number of SUVs listed together this year has reached more than 20 models, setting a record high. Lexus GX460, Mitsubishi ASX, BMW X1, Tiguan, RAV4, Chi running, new CR-V, ix35, Weilin X5, Great Wall M2... We can see from this year's new SUV cars that have appeared on the market, the vast majority are more suitable Urban SUV models on urban roads. In other words, the main purpose of people buying SUV models is not because the car is "essential" cross-country, but to highlight the driver's self-identity.

Looking at the coupe, it looks gorgeous and eye-catching, but it has been at the edge of the auto market because of its "not practical." However, this year, with the personality of the auto market and the gusting style, the coupe saw the dawn. On April 8th, the Mazda Ruiyi (4S shop) coupe version was launched; on June 7, the new BMW 3 Series Coupé and Convertible was launched. This is currently BMW's largest new collective listing in China; On August 16th, the BYD L3 (4S shop) coupe was launched; on November 14th, the BMW 1 Series sedan was launched. There are two versions of the two-door coupe and convertible coupe.

This year, whether it is the continuing popularity of the SUV, the conquest of the coupe, or the controversy attracted by the song and poetry map, it is also the fashion of the FAW-Volkswagen CC, Golf GTI and other models that are hot sellers. The time has come, and the proportion of individuals in the future of car consumption will continue to expand.

Comments: The boom in the SUV market is a sign of its maturity, and the popularity of cross-border and alternative models reflects that more consumers are paying attention to the “personality” of the car. In short, the development of personalized cars is only a beginning, the future will be even hotter. There will be more cool and more stylish models on the market. All this is worth our looking forward to.