When the sales of the kiosk are in full swing, the MPV market seems to stage a drama of “Icefireâ€: In the first five months, the production and sales volume of MPV dropped by 10.42% and 10.2% respectively year-on-year! The financial tsunami that has not yet subsided and has intensified has intensified the fierce competition in the business MPV market. However, in the auto market in Foshan, the independent brand MPV has spotted the opportunity of more self-employed entrepreneurs under the crisis. The “old name†brand has become popular with the automobile. The current economic situation and the demand for small and medium-sized enterprises (SMEs) have introduced 9.99 million Ling Zhi “09 Venturesâ€, which has just landed on the Great Wall of China in the Foshan market. The order of the next 20 orders comes from SME owners.
Domestic MPV is favored by small and medium-sized enterprises in the early days of business
MPV vehicle market encountered "cold air"?
According to data from the China Association of Automobile Manufacturers this year's “Analysis on the production and sales of major varieties of passenger cars in the first five months of Mayâ€, in the first five months of this year, the production and sales volume of cars, SUVs, and other models have both increased year-on-year, only multi-functional passenger cars ( MPV production and sales volume was 83,700 units, a decrease of 10.42% and 10.25% year-on-year!
In 2000, MPV entered the mainland, gradually developed and expanded. From 2004 to 2007, the average growth rate exceeded 20%. In 2007, it also set a miracle of 23.1% year-on-year growth. According to a survey conducted by the reporter in the car dealership in the Changui Auto Market, due to the influence of traditional consumption habits, official car purchases in Foshan accounted for a large proportion of the current consumption of local MPVs, followed by commercial vehicles, and finally, family cars.
“Because the introduction and the rise of MPV are not long, especially the majority of units or companies that have purchased MPVs as official vehicles have not yet reached the time of change.†An auto dealer from Hai Ba Road, an unnamed auto dealer, told reporters It was revealed that, together with various factors, sales of MPV models also entered a period of slower adjustment.
In addition, the price of oil has been raised twice this year, raising the cost of keeping cars. Many models with large fuel consumption and high displacement have gradually been abandoned by the automobile consumer groups. Instead, they are replaced by low-cost, low-emission vehicles. For SMEs, the desire to purchase larger MPVs will also decrease, and sales will be affected to a certain extent.
Turn around -
The independent brand to play the business card targeting the market segment
At present, there are two types of subdivided markets for the MPV models sold on the Foshan market. One is high-end commercial vehicles that cost more than 200,000 yuan, such as Buick GL8, Guangben Odyssey, Toyota Previa, and Ford S-max. The other category is the 100,000 yuan conversion of light passenger chassis models, such as popular, Great Wall, Ruifeng and other independent brands MPV, this kind of domestic business-oriented models with the use of imported and joint venture brands compared to cheap, comfortable enough .
In the face of the sluggish market environment, domestically-made MPV commercial vehicles are just a good choice for small and medium-sized enterprises or business owners. Therefore, if MPV wants to get out of low sales and enter the mainstream market, it must develop the family car market and get rid of the single image of official car consumption. This has become the direction of most of the independent brand MPV in the Foshan market.
However, the traditional commercial MPV has a large space, but the comfort is poor, but the home MPV space is relatively small, allowing consumers to choose a dilemma. The rise in the price of oil has also led many budget-conscious Foshan SME owners to tighten their pockets. Consumers' prudent consumption concept has given birth to the emergence of independent brand MPV market economy models. At present, the popular automobile has grasped the current economic situation and the needs of small and medium-sized enterprises for car use, and has launched a 9.99 million Ling Zhi “09 Venture Capitalâ€.
Compared with the traditional MPV promotion of luxury luxury feelings, the small and medium-sized owners who have positioned the MPV as pragmatic, diligent, dynamic, and economically resistant have unexpectedly gained market support. The reporter learned from Foshan Motor City Great Wall Motor Co., Ltd. Foshan SaiTong that the new Jiayu brand of 09 last week had quickly captured 20 orders. BYD's first MPV model, the M6, is also scheduled to be launched in September and will be sold at the Foshan Chishen Store of BYD Foshan A3 dealers.
Breakthrough -
Catering to the trend of taking care of family trends
"To buy MPV vehicles, we hope to balance family and business, and enjoy life together with colleagues and friends." Miss Li, who is ready to do steel business in Shunde, buys MPV in Foshan Motor City. She admits to reporters that she is now an entrepreneur. In the early days, choosing MPV was to emphasize the functional use and cost-effectiveness of the car. It was hoped that the price of a car could be used to obtain the value of several models. However, Ms. Li was caught in a dilemma in the auto market: Large MPV space is naturally large, but the corresponding fuel consumption is also high, but the space is too small, and it loses the significance of buying MPVs.
Confronted with the changes in consumer demand for MPVs in the automotive market, this year's own-branded MPV models are focused on creating the largest possible space in a limited body. For example, the Great Wall New Jiayu is 154mm away from the ground. The height of the vehicle is as high as 1845mm. As a result, the space for the ride is naturally larger. It is also convenient to get on and off. “At present, 100% of car owners who purchase 09 Jiayu are considering home and commercial SME owners. The second car purchase accounts for more than 80%.†Fan Weixiong, Sales Manager of Great Wall Motors Foshan Saitong Store, said that in addition to the comfort version and practicality Outside the edition, the luxury and elite version of the car must wait for 15 to 30 days.
As MPV gradually enters into the home, it is not the same as giving up the commercial route. Blindly following the car route does not reflect the characteristics of MPV products. Therefore, the commercial nature of MPV determines that it has a good momentum.
Nowadays, the independent brand MPV of Foshan market also pays great attention to the unity of the two: popular Ling Zhi equipped with original Mitsubishi engine technology and original fuel oil control technology, the combination of the two makes Ling Zhi lower than the average level of other brands MPV 2L fuel consumption ; And 09 new Jia Yu 100 km fuel consumption of 7.6L, and has 1.8L models of fuel economy.
Undoubtedly, with the increasing consumption power of Foshan's small and medium-sized enterprises, the frequency of car purchases and vehicle transfers will increase substantially. MPV models will become one of the important choices for SMEs or business owners. For the self-owned brand SUV car manufacturers, whoever can grasp the current situation and seize the changes in demand for SMEs' main vehicles will be able to thrive in the MPV market.
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