Official car marketing force

Since the "two sessions," SAIC Roewe has received unprecedented attention. This brand, which has taken the official car market as one of its main goals since its inception, has also been seeking breakthroughs. On May 19, 180 SAIC Customs policing vehicles Roewe W5 were officially delivered to Nanjing Public Security Bureau. Coincidentally, in mid-May, more than a thousand military red flags H7 were successfully delivered to the military.

Since the promulgation of the Regulations Concerning Party and Government Organs on Saving and Combating Waste (hereinafter referred to as the "Regulations") in 2013, "Simple Vehicles" has quickly become the new standard for official vehicles at all levels. In order to overcome the market that was originally occupied by the joint venture brand, the respective main brands have exerted themselves and hope to occupy a place in the official car market.

In the eyes of people in the industry, the trend of autonomy in the procurement of official vehicles is already very clear, but from the current situation, the seizure of self-owned brands in the official car market does not seem to have a significant effect on sales. So, what is the significance of independent brands for this market?

Take the lead

A few days ago, at the scene of the “Army for Peace, Security, Safety in Nanjing” armed patrol affidavit meeting, 180 specially-reigned Roewe W5s were officially delivered to Nanjing Public Security Bureau. In the future, these special models will assume the security tasks during the Youth Olympic Games. It was also learned that during the preparations for the Youth Olympic Games, SAIC Motor will provide 20 Roewe W5s for the Armed Police patrol cars for the Jiangsu Public Security Department and the Nanjing Armed Police Detachment of the Jiangsu Armed Police Corps.

"As a police patrol vehicle, the Roewe W5 has used much more time than other official vehicles. It will replace people for 24 hours instead of changing cars. This is a test and the most direct proof of quality for SAIC's own branded products." Insiders of SAIC Group told the "China Business" reporter.

Since 2014, under the influence of the “Regulations”, “general official vehicles” have been cancelled, and the official car market has shrunk dramatically. The “Regulations” have no doubt about the “double 18” standard (1.8 cars below 1.8 displacement, and less than 180,000 won). most influential. According to industry analysis, after the promulgation of the “Regulations”, in addition to Hongqi and Roewe 950 models and brands that focus on the provincial and ministerial-level car market, other self-owned brands of cars will generally be difficult to achieve in the official car procurement market, but from another From an angle of view, the SUV models that originally occupied the official car market may be "elevated."

In fact, this is not the first time that the Roewe W5 has served as a police vehicle. During the four years of listing, the Roewe W5 has repeatedly staged "Starfire" in various official car markets. The General Administration of Customs, the Special Public Security Bureau of the Shanghai Municipal Public Security Bureau, Hunan Public Security Bureau, the Central Propaganda Department, the China Disabled Persons Federation and other government agencies have all adopted the W5. As a official car.

“The official car market has always been one of the target areas most concerned by SAIC Roewe. In addition to the Roewe 950, which specializes in executive-level official vehicles, other models are constantly seeking breakthroughs. Compared to the sedan, the role and function of the SUV is more prominent. Therefore, the Roewe W5 has a good performance in the official car market, which will have a certain positive effect on the entire SAIC brand.” Zhong Shi, a well-known commentator in the automotive industry, said that although Roewe’s seizure in the official car market will not affect SAIC Motor in the short term The sales of self-owned brands have a significant effect but they have a demonstration effect on the private market.

Dripping through stone

Since the 18th National Congress of the Communist Party of China, more and more self-owned brand products have entered the procurement list of government official vehicles. However, the official car market accounts for less than 5% of the entire automotive market and is shared among brands. The impact on sales growth is barely noticeable. Even so, domestic large-scale automobile groups such as SAIC, FAW, and GAC are still rushing to this market because of the exemplary role of the official car market in the private market.

In this regard, the vice chairman and president of SAIC Group Chen Hong once said outright: “The central government and local governments are guiding official vehicles to purchase their own brand cars. This is a big plus for self-owned brands, but the sales volume must change a lot in the short term or compare. Difficulties, this is also a climbing process."

In addition, the relevant person in charge of FAW Group also stated that since the Hongqi H7 entered the official car market, it has not yet brought about significant sales growth. However, this did not prevent the red flag H7 "first official after the private" revival. The Hongqi H7 is another self-owned brand sedan that was included in the official car of the army after the GAC Chuanqi GA5 and the FAW Pentium B90. This news was interpreted by industry insiders as a new starting point for the autonomous procurement of official vehicles.