Vehicle upgrades lag behind consumer upgrades August car sales rankings

When the family has more than 200,000 yuan deposits, the idea of ​​buying a car is very different from the idea of ​​only buying 50,000 yuan. The latter may be satisfied with four wheels plus a sofa. The former generally considers whether or not the wheel is a Bridgestone. , Michelin, Goodyear and other international brands, whether the sofa with heating, ventilation, lumbar support, electric adjustment and other functions, and whether it can add an ESP vehicle stability system, adaptive cruise control, tire pressure monitoring, 360-degree panoramic image, LED headlights... According to data from the National Bureau of Statistics, the per capita disposable income of Chinese urban residents in 2005 was only 10,493 yuan, which soared to 33,616 yuan in 2016. With more money, the idea of ​​buying a car will naturally increase. At present, some car companies have an idea to add a computer on the basis of four wheels and a sofa.

● Overall trend: The auto market continues to pick up in August, and car companies should make time to think about new user needs

In August, the number of passenger car clues increased by 8.35% month-on-month, continuing to pick up momentum, and the automobile market consumption will gradually enter the peak season from September to December. I am worried that some car companies may have forgotten the pain. In 2016, why did some of the second and third-tier joint venture brands such as Kia, Peugeot, Citroen, Chevrolet and Skoda have been neglected by consumers and market sales fell sharply? In the first half of 2017, why are the market sales of most first-line joint ventures such as Volkswagen, Buick, Ford extremely difficult? The challenge is by no means a single case. It has spread over most car brands. This shows that the Chinese auto industry is facing overall challenges. At present, the overall consumption environment of China’s auto market has undergone tremendous changes. In 2015, China’s per capita GDP exceeded US$8,000. In accordance with international practice, China’s auto market consumption will enter an era of more diversified and quality. However, I would like to say that most auto brands in China are still blindly pursuing sales. For example, one million cars were completed last year, and 1.5 million cars will be awaited this year and 2 million tomorrow. There are very few car brands that are serious about improving quality and upgrading their configuration. For example, the standard rate has risen slowly over the past decade. It is not uncommon for the company to make huge profits by stretching the price zone, increasing the matching, etc., according to the chairman of Great Wall Motors. Wei Jianjun's thinking to understand, this is a typical "price of profits."

The sharp decline in sales of some automakers in the first half of 2017 is not over. The decline in the first half of 2018 may be even greater. It is hoped that most automakers will be able to make full use of the rare respite in the second half of 2017, actively adjust their strategies, strengthen their product strength, and work hard to follow suit. The pace of user consumption upgrades.

● Prevailing price zone: The price war in the second half of 2017 will be 60-9,000 yuan and the equivalent price zone of 9-12 million yuan will continue.

Although entering the second half of the passenger car market gradually showed a trend of overall warming, but some sub-divided auto market's large-scale price war may continue, it is recommended that the majority of consumers to see more and more than the ratio, do not blindly shot. The month-on-month growth rates of the major mainstream price regions in August all showed a warming trend, but the difference was significant, with the quarter-to-quarter growth of the 152-200,000 yuan and 200,000-250,000 yuan price zones as high as 11.81%, 13.58%, and 6-9 million. Yuan and 9-12 million yuan are only 1.51% and 1% of the two major price zones. Judging from the year-on-year increase, most of the mainstream price zones are in a downward trend, of which the drop of 6-9 million yuan and 9-12 million yuan is the most obvious. As the popularity of car buying is not very strong, plus a large number of new cars will continue to flow in the second half of the year. Personally, the price of 6-9 million in the second half of 2017 and the price range of 9-12 million yuan will continue to be a large-scale price war. Specific models include small cars, compact cars, small SUVs, and Chinese brand compact SUVs.

● Less than 60,000 yuan: In just one year, Baojun presses Qunfang into the “new network red” with a price range of RMB 60,000.

In the area of ​​60,000 yuan or less, the majority of car users are more and more interested in Baojun, with a variety of affordable heavy models such as 510, 310, and 310W, August Baojun not only accounts for 42.20 of the 60,000-yuan price range. %, and is the only brand in TOP10 to maintain a significant year-on-year increase in clues. Geely, Changan, BYD and other clues fell 13.37%, 62.41%, 52.60%. In August last year, Bao Chun’s clues accounted for only 2.18 percent. It was completely a marginalized brand. On September 8 that year, the Po Chun 310 was launched, and Bao Jun’s mode of leaping forward within the 60,000 yuan price range was only used for the time being. In the same year, SAIC-GM-Wuling made a delicious "flesh-to-flesh connection" with the sub-street car market of less than 60,000 yuan.

"Po Chun 310W"

Bao Jun's ability to stand out within the 60,000 yuan price range is not based solely on price warfare, but also on quality warfare. The Baojun 310W listed on July 11, 2017, although built on the same platform as the 310, has a wheelbase of 2750mm and a trunk capacity of 740L-1460L. The configuration is more ambiguous. Tire pressure monitoring, cruise control, reversing images, 8 inches Touch control large screen, rear air conditioning air outlet, rear USB interface, electric heating and other rear view mirror a lot. The core highlight of the 60,000 yuan price range in September depends on whether the Baowan 310W's heat can continue to increase and whether Baojun's overall popularity can exceed 50%.

Geely Vision X1

Baojun has obvious advantages and its rivals did not give up lightly. In 2017, Geely has launched two small SUVs, Vision X1 and Vision X3. The latter was just listed on August 25th, 2017. It was equipped with a 1.5L engine with a maximum power of 102 hp and a peak torque of 141 Nm. It matched the 5MT/4AT gearbox and was more eye-catching in terms of configuration. It had 8-inch LCD. Display, tire pressure monitoring, one-click start, power windows, cruise control, driving recorder and other configuration, and even equipped with ESP body electronic stability system.

● 60,000-90,000 yuan: Volkswagen and Baojun have become the first choice for the price range of 6-9 million yuan, Chang'an, etc. are actively planning

For example, in the next year and a half, Geely's X1 and X3 can not pose a threat to Baojun within the area of ​​60,000 yuan or less. Individuals highly recommend that Geely shift its strategic focus on low-priced cars to the price range of 6-9 million yuan. At present, Volkswagen and Baojun rely on Jetta, POLO, 730, 510 and other heavy models, has become the most popular brands in the price range of 6-9 million yuan, in August both clues accounted for 18.03% 15.45%. There will be a lot of killers in the next year or two. In the second half of 2017, SAIC-GM-Wuling will launch medium-sized SUVs. In 2018, Volkswagen will launch independent cheap car brands. These actions will all focus on 6-9 million yuan.

Under the strong pressure of Volkswagen and Baojun, Changan Automobile, the traditional strength brand of the 6-9-thousand-million-yuan price zone in 2017, took all the stops. Apart from drastically reducing the official guidance prices of the CS75 and CS35, it also launched the Auchan A800, Ling Xuan, Changan CS55 and many other new vehicles, in early August 2017 added Lingxuan 1.5T, the above price war and new car launch can not only provide users with more choices beyond Baojun 730, Baojun 560, etc. Good results, August 6-9 million price zone SUV heat TOP5, Chang'an accounted for three. If the momentum is maintained, Chang'an will be able to attack the mid to high-end auto market in 2018.

"Changan Lingxuan"

It is reasonable to say that Geely's Dorsett, Dorsett GS, Vision Sedan, Vision SUV and other areas in the price range of 6-9 million have flexed their muscles, but are currently in the 6-10 of the level of car purchase, have one step away from TOP5 remote. He hopes that Gelica will work hard. If he can catch up with the first camp, he will lay a solid foundation for challenging the public in the price range of 90-120 thousand yuan.

● RMB 9-12 million: Users have more choices in the price range of RMB 9-12 million.

Although August Volkswagen's price range of 9-12 million yuan was still thriving, the clues accounted for 18.66%, but fell by 25.39% year-on-year. The clues of Toyota, Haval, Geely, Buick in the second camp accounted for 7.27% respectively. , 7.03%, 6.92%, 6.79%, and all are in a year-on-year growth. In addition to compact cars, the price area is emerging more and more compact SUVs and MPVs with outstanding price/performance ratio. The user's choice space is increasing. The latter two submarkets are the blank areas of the current public layout.

"Hover M6"

In the past month or so, Haval and Changan respectively launched two heavy models in the price range of 9-12 million yuan - the Haval M6 and the Changan CS55. Both are extremely rich in configuration, Haval M6 is equipped with a multi-functional leather steering wheel, anti-clip electric sunroof, a key to start, dual temperature automatic air conditioning, automatic wipers, automatic headlights, main driving power seats and other practical equipment, Changan CS55 The whole system comes standard with 8-inch multimedia LCD display, electronic handbrake, etc. In addition to the 1.5T 6MT dazzling / Hyun color, the rest of the CS55 models are equipped with keyless entry, keyless start and other configurations, high models are equipped with Start and stop the engine.

After further consolidation of the car market within 90,000 yuan, the price range of 9-12 million yuan will become a new breakthrough for Baojun. On August 4, 2017, the new Baojun 560 will be listed. The biggest highlight is the introduction of a 1.5T+6DCT power combination. It is reported that Bao Jun In the second half of the year, the 730 will also launch models equipped with similar power combinations.

● 12-15 million yuan: Large-scale influx of 12-15 million yuan in the joint venture compact SUV, joint-venture medium-sized cars, etc.

12-15 million yuan price area is becoming more and more lively, more and more models for users to choose, before a large number of 15-25 million joint venture compact SUV, joint venture medium-sized cars, and pricing 90,000-120,000 yuan China's compact SUVs are pouring into the price zone.

On August 25, 2017, Mitsubishi's new Jin Hyun ASX was priced at RMB 11.48-14.98 million. It is still equipped with 1.6L and 2.0L naturally aspirated engines. The biggest change in the configuration is the addition of a new electric sunroof and removable rear seats. Wait. The 2017 Qifan listed on May 15, based on the 1.2T power, also lowered the price to the price range of 12-150000 yuan. The above models are in direct confrontation with the Chinese brand compact SUVs such as the new Havel H6, which was launched during the Shanghai Auto Show in April. Among them, 2.0T will hit the price range of 12-15 million yuan.

"Kia Kay"

The same is true for medium-sized cars. The Kia Kayeon, which was listed on August 28, 2017, canceled 2.0L models and 1.8-liter manual models. It was powered by only 1.6T+7DCT and 1.8L+6AT, and was directly priced at 12.88-14.98. Ten thousand yuan. Before the listing of the famous map will also be the main price area down to 12-15 million. Borui and other Chinese brand models continue to reinforce the price range of 12-15 million yuan. The new Borui, which was listed on August 1, 2017, has undergone adjustments in the appearance and interior aspects. The central control large screen has been upgraded from the current 8-inch resistive screen. 10.2 inch high-definition capacitive screen, while optimizing the layout of multi-function buttons on both sides, the overall control function is more convenient.

● 15-20 million yuan: Users are more and more interested in the price range of 15-20 million yuan, so that the price area into a battleground

In the past few years, models with 90,000-120,000 yuan were more popular, but the current price range of 15-20,000 yuan has gradually become a new hot spot. In addition, as the prices of Magotan and Passat continue to drop, and a large number of heavyweight new vehicles such as explorers, Kodiak, and VV7 have poured in, the price range of 152-20,000 yuan has become a battleground for allies. In August, the ratio of Volkswagen leads was as high as 25.25%, down 2.58% year-on-year, followed by Nissan, Chevrolet, Buick, Toyota, Ford, and Chuanxi. These clues increased by more than 30% year-on-year.

"The new Mitsubishi Outlander"

In the past August, a number of heavy new vehicles were launched in the price range of RMB 0.15-20,000 yuan: On August 31, 2017, the Great Wall launched WEY VV5s, priced 15-163,000 yuan, and the configuration was “extremely rich”; On October 26, Guangqi launched the Chuanqi GS7, which was priced at RMB 14.98-20.98 million. The configuration was equally rich. On August 25, 2017, Guangzhou Automobile Mitsubishi launched the new Outlander, pricing it at RMB 15.98-22.38 million. The configuration is not inferior; August 2017. On the 24th, FAW Mazda launched the new Mazda CX-4, priced at 14.08-21.58 million yuan, equipped with a number of unique technologies ... These models in addition to the rich configuration, the pricing is relatively "kind", objectively will accelerate 15-200000 The consumer hotness in the yuan price zone has shifted from the car to the SUV, indirectly forcing Sagitar and other traditional main models in the price zone to significantly reduce prices.

● 20-25 million yuan: Tiguan L, CR-V, GL8 and other new users into 20-25 million yuan

August 20-25 million price area of ​​the highest car buying or MAGOTAN, Passat, Tiguan, but the clue of the chain and the same year, etc., the most obvious increase is Tiguan L, CR-V, GL8, etc., indicating that 20-25 million The consumption hotspot in the price zone is accelerating the shift from cars to SUVs and MPVs.

"Honda New CR-V"

On January 18, 2017, SAIC Motor launched the medium-sized SUV Tiguan L. It provided a total of seven models of 1.8TSI and 2.0TSI powertrains. Its car sales have so far been high; on July 9, 2017, Dongfeng Honda introduced a new CR. -V, provides two different powers of 1.5T and 2.0L hybrids, of which hybrid models are mainly concentrated on 20-25 million yuan; on February 27, 2017, SAIC General Motors launched Buick's new GL8 commercial vehicle, equipped with 2.5L straight Jet engine, a total of 3 models, pricing 22.99-26.99 million, with a new generation of GL8 and a new generation of GL8 Avenir pulled away.

● 25-50 million yuan: Volkswagen, Land Rover and other active layout 25-50 million area

Traditional mainstream luxury brands such as Audi and BMW are facing increasing challenges from ordinary brands and second-tier luxury brands in the price range of RMB 25-500,000. In August Audi A4L, Audi A6L, Audi Q5, BMW 5 Series, etc. The clues dropped by 9.39%, 11.25%, 39.28%, and 20.95%, respectively. Based on Tiguan L and Wayang's two SUVs, Volkswagen was active in the price range of RMB 25-50 million. The clues accounted for more than BMW, which was a year-on-year increase of 64.48%. Land Rover’s performance is also very eye-catching, with a 39.09% increase in clues and a 39.28% sequential increase.

Land Rover’s sharp increase in the price range of 250,000-500,000 yuan is closely related to the number of new vehicles launched in the past month. On August 25, 2017, Land Rover released new models of Discovery and the new Range Rover Aurora. The former is priced at 35.80-51.80 million. Yuan, the latter priced 38.80-69.80 million, both invariably replaced the new domestic 2.0T Ingenium four-cylinder engine, while matching the 9-speed tiptronic gearbox.

● Mainstream brands: Hafer, Ford, etc. should carefully reduce price incentives in the second half of the year

The biggest increase in popularity in August is still Po Chun. The popularity of Volkswagen, Honda, Toyota, Buick and Nissan is relatively stable. The year-on-year growth of both Audi and Geely’s clues has shown a decline, but the growth rate has been relatively strong. The most dangerous are Ford and Harvard. Both of them have relatively low growth rates in August, which are 4.4% and -3.13%, respectively. The year-on-year declines are relatively large, -20.78% and -31.03%, respectively. The main reason for Ford is that the leading models such as Sharp, Maverick, Wingfight, Mondeo, and Fox currently lack the ability to rebound strongly. If this trend continues until the first half of 2018, the challenge for Ford may be unprecedented. The main reason for Hafer is that WEY has diverted some users. I believe this is unexpected in the Great Wall, but it is also a reasonable matter. Individuals highly recommend the Great Wall to re-plan Harvard's positioning, not to paranoid to "professional SUVs," not to mention sticking to the sales target of 2 million vehicles in 2020, to rely on the "VW SUV" as much as possible, and to focus on the price zone below 150,000 yuan. Marketing is not Yu Yuli emphasizes the concepts of “non-discriminatory consumption” and emphasizes the convergence of cars and SUVs. Overseas brands are equating with Chinese brands, jumping out of compact SUVs, keeping a close eye on public compact cars, and highlighting selling points such as space, configuration, selling price, and multi-functionality. In addition, we shifted to WEY focusing on the price zone of 150,000 yuan and above in order to promote some high-quality users of Haval.

● Mainstream level: In the wave of adapting to consumption upgrades, the public performed best

In 2017, Volkswagen, with its Tiguan L and Wayang two SUVs, has become the new darling of the majority of car buyers in the price range of over 200,000 yuan, and even has the momentum to suppress luxury brands such as BMW. The reason why there is such a strong performance, because the medium-sized SUV and medium and large-sized SUV where Tiguan L and Wayang are located are the core areas of current consumer upgrades. In August, both the mid-sized SUVs and the medium-to-large-sized SUVs were in the lead position both in terms of the increase in the number of clues and the year-on-year increase. Of course, the public also has a fatal hidden danger. Its sales volume is too concentrated on compact cars. The auto market is one of the sub-markets with the lowest performance in recent years. In 2018, it will become a critical period for the strategic transformation of the public.

● Mainstream country: Selling points of the Czech Republic (Skoda) are less prominent

In the past year or two, the news that the sales of the legal system and the Korean system fell sharply often appeared in the newspapers. However, the performance of the Czech Republic (Skoda) was also very poor in the same period. In August, its clues increased by 32.63% year-on-year. There is 1.39%. With only 30,000 vehicles sold per year, the Czech Republic (Skoda) is easily overlooked. In the next few years, China’s automobile market will continue to maintain its low growth status. The market dividend will no longer exist. Skoda’s weaknesses in its brand strength and homogeneity with the public will gradually be exposed, and the probability of being eliminated will increase significantly. In the second half of 2017, Skoda’s task of repositioning himself was more urgent. Skoda personally advised Skoda to reduce his figure and lock the core opponents to the public.

The large-scale price war is in fact a prelude to the large-scale elimination of car companies, and it is also the main performance of car companies unable to keep up with the tide of consumption upgrades. At present, there are too many Chinese auto brands, and they are mixed, which greatly increases the difficulty for consumers to choose. There is an urgent need for a vigorous and major elimination. Personally, it is highly recommended that consumers do not worry when buying a car. Be sure to shop around. Slowly and slowly, we must remember that the current Chinese auto market is already a complete "buyer's market." Even if the auto market will recover in the second half of 2017, the price war in some subdivided auto markets will continue. This year's task for most auto companies to complete their annual sales targets will be arduous.

● Full text summary

In the blink of an eye, the monthly “Car Dealing Ranking” was almost a year old. Each issue is a very good learning opportunity for me personally. Users’ criticisms and corrections often give me new inspiration. After careful consideration, I decided to make a big change. Starting from this period, I will shift the core analysis dimension of the report from “level” to “price zone” and increase the proportion of new vehicle analysis. Although many people, especially the majority of people in the industry, have been familiar with the concept of the level of compact cars, medium-sized cars and other models, but many car users, especially first-time car users are still confused about the above concept. The price zone is the most familiar, most straightforward, and most important expression for anyone in the industry or for car buyers. Together with the core users of the car home is the majority of car users, and with the growing perfection of the car home big data system, we also have the ability to analyze from the "price zone" dimension.

Note: The "car buying popularity" in the article refers to the proportion of sales leads in the corresponding fields. The sales leads are not market sales or web browsing data. They are the number of cars that the user intends to purchase through the phone system of the car home. Car sales lead is a measure that is closest to the customer’s final order purchase. It has important reference and pre-judgment value for the market trend. There will be a delay of several weeks or months from the clue to the order, and the clue data of August 2017 Excluding spending in the current month, some will be delayed until September. As of the end of 2016, the number of dealers providing car sales services through car homes was as high as 2,4096, an increase of 10.24% year-on-year. Car homes have become the core source of sales leads for Chinese car dealers.