Is it unusual for two generations to be together? Not at all unusual! Today, domestic joint venture brands have emerged for three generations.
A few days ago, the reporter visited the Guangzhou auto market to understand that car companies use different generations of models to market the market to meet the uneven regional market: the new models are mainly for the consumer groups in the first and second tier cities, while the old models are in the pursuit of cost-effective three. Fourth-tier cities.
However, analysts believe that many generations of the same family can certainly improve the sales performance of car companies, but as the car market changes from the seller to the buyer, this phenomenon will eventually die.
"Three generations of the same family" became the norm
Different from the vertical replacement in foreign countries, in the domestic auto market, more and more sales models are adopted in multiple generations to gain greater market share.
After the launch of the latest A-class car in Beijing Hyundai, the previous generation of Elantra and the previous generation Elantra will not delist, but will be sold in parallel with Lange in the market. The three will form a product matrix and fight together with the A-class car. market. However, Beijing Hyundai is not the first generation of the three generations of the same model. For a long time, FAW-Volkswagen has three products, namely Jetta, Bora and Sagitar. The three generations of the same family stand proudly in the market and lay out the A-class car market.
At present, based on the success of multi-generational sales models, more and more car companies will join the three generations of the same camp. According to Tian Qingjiu, deputy general manager of FAW Mazda, the new generation of Mazda6 will be sold in the same room as Ruiyi and the old Mazda6 next year, achieving three generations of same-sale sales. After Dongfeng Yueda Kia launched the latest K3 model in the fourth quarter of this year, it will also be sold in three generations with the current Freddy and the previous generation Cerato.
In fact, the car companies boldly launched the sales model of the three generations of the same family, mainly thanks to the success of the two generations of the same sales model. Nowadays, the domestic two-generation sales have spread all over the place, covering all the joint venture brands, including GAC Toyota Camry and Camry Classic, Shanghai Volkswagen New Passat and Passat Lingyu, Dongfeng Nissan's new Sylphy and Sylphy Classic, Changan Ford launched The new Fox and Fox Classic Edition, Changan Mazda Mazda 3 and Xing Yi and so on.
In addition, as the most important competitor of the modern Lang Lang, Lai Yi will also adopt two sales models of the same platform. “The new LaVida is different from the previous generation of Lang Yi. The positioning of the new LaVida will be higher and will cover A+. In the B- market, Lao Langyi maintains the current A-level mainstream target customers,†said Jia Mingwei, general manager of Shanghai Volkswagen Sales Company.
Diversified market achievements "Chinese characteristics"
According to the positioning of Beijing Hyundai, the new listing will be aimed at the A+ market. The competitors aim at Sagitar, New LaVida and Fox. They must not only catch up with Sagitar and LaVida in sales, but also become a mainstream brand in the true sense. The price is 10.58 million to 149,800 yuan, will be the main market in the first and second line. Elantra and Elantra will form an effective complementarity, focusing on the pursuit of cost-effective consumer groups in the third- and fourth-tier cities, while the Elantra family's price range will be between RMB 70,000 and RMB 150,000, covering A+, A and A-markets in all directions.
According to industry analysts, in the Chinese market, two generations or even three generations of co-existing products can coexist, mainly due to the unsynchronized development of the market and the differentiation of regional markets. The development of China's auto market is very similar to that of regional economic development. The market has reached the level of developed countries, and the brand and new technology requirements of vehicles are more demanding. The automobile market in second- and third-tier cities is slightly behind, most of them are first-time car buyers, and they are sensitive to the price of products. This kind of unsynchronized development has given many generations of the same products a living space. Taking modern as an example, if vertical replacement is adopted, Langfang is positioned in the A+ market segment, Yueteng and Elantra's production suspension will cause it to lose a large number of markets in the third and fourth lines.
Ren Yong, deputy general manager of Dongfeng Nissan, also said that the A-class car with the largest share is the focus of competition among various car companies. The consumer group is the largest and the demand is diverse. This requires more products to meet different needs. Consumer crowd.
Market competition will become hot
According to the statistics of the China Automobile Association, in the first seven months of this year, in the top ten car brand sales rankings, Jetta sold 138,800 units, and its cousin Bora sold 129,200 units, plus sagitar's 89,000 units. The sales volume reached 357,700 units. The sales of FAW Toyota Corolla was 77,471, and its brother Corolla reached 104,415. The sum of the two sales was nearly 180,000. Beijing Hyundai Elantra and Elantra sold nearly 170,000 units.
“The emergence of three generations of the same family is the evaluation of the successful experience of the past market in the car market. The reason why there are three generations of the same family is because of the successful experience in the past, the success of the past parallelization, the market performance is excellent, so keep Three generations of grandparents and grandchildren, striving to continue to write brilliant." Zhang Zhiyong, an auto analyst, told this newspaper.
However, when many generations of the same generation created a lot of performance for the car companies, they also suffered a lot of criticism. Zhang Zhiyong said that in the future, the market is changing, competition is intensifying, and the demand for parallel replacement is decreasing. At present, the automobile market has begun to change from seller to buyer. For consumers, as the market matures, they have a deeper understanding of this strategy and will gradually turn into exclusion. They will replace this parallel. As a car, the car will also choose between more different brands. Parallel replacement, only in the Chinese market, is produced in the context of supply and demand balance, oversupply, and this model will eventually come to an end.
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