【Introduction: In peugeot's product line, peugeot 2008 is a major model, but also another strategic model of Dongfeng Peugeot city small SUV product line, since the beijing auto show in April 2008 officially announced the listing, it has become one of the popular models in the market. However, the good times were short-lived, and peugeot's sales performance in 2008 quickly declined, and the market performance in recent years was even more dismal. But in the European market, Peugeot 2008 performed quite well. 】
Written| by Cai Jialun and editor | Hezi
According to DATA FROM JATO Dynamics, the best-selling model in the European market in October was the French Peugeot 2008, which sold 18,109 units in Europe, firmly topped the list. As for volkswagen, Toyota and other models that are selling well in the domestic market, they are mediocre, and Toyota's models have not even entered the top ten list. However, in contrast to the domestic auto market, Peugeot's sales in 2008 were dismal, with cumulative sales of only 5196 vehicles from January to October this year, and only 702 vehicles in October. Peugeot 2008 is the top of the list in the European market, but the domestic market is at the bottom, and people can't help but ask, what evil is this SUV?
The brand power of French cars is declining, and Peugeot 2008 is quite affected
In recent years, the performance of French cars in the Chinese auto market has been quite dismal: in 2020, Dongfeng Peugeot and Dongfeng Citroen sold less than 50,000 units a year, while Nissan Xuanyi could even break 60,000 units a month. And compared with 2019, Citroen's sales fell by 62.86% year-on-year; Peugeot's sales fell by 56.22% year-on-year. The decline of French cars continued into 2021, with the cumulative sales of Peugeot in January-October this year was only 40,555; Citroën's performance was even worse, with cumulative sales of only 28,642 units in January-October. It can be said that the decline ratio of French cars and the "shocking" sales data remind us that the sales of French cars really can't be reduced anymore, and then it will really be gone.
To put it more bluntly, in the domestic market, compared with the strong joint venture brands such as Japanese and German, the brand influence of French cars is weakening, and many consumers are not preferred when buying joint venture brand models.
Speaking from the heart, the status of Peugeot and Citroen in the hearts of domestic consumers is really not as good as before, and even many consumers or industry insiders said that French car companies are more paranoid, do not have a deeper understanding of the domestic automobile market, and can not effectively grasp the needs of Chinese consumers. The brand influence is so general, Peugeot's sales performance in China in 2008 will naturally be affected. In contrast, in the European market, in fact, in addition to Peugeot 2008, the sales performance of French cars such as Renault Clio and Peugeot 208 are also quite good, and there is a saying that in the European market, the brand influence of French cars is still quite OK.
Equipped with a three-cylinder engine, it is difficult to please Chinese consumers
In addition to the poor brand influence, Peugeot's 2008 sales performance is also due to its own reasons: this small SUV is equipped with a three-cylinder engine. It should be known that the three-cylinder engine is more likely to shake in the work due to the unequal number of cylinders placed on both sides of the engine, and the engine sound may also be greater. Although the balance shaft technology used in the three-cylinder engine can solve the problem of excessive vibration intensity to a certain extent, the jitter problem of the three-cylinder engine will still be more serious than that of the four-cylinder, six-cylinder and other engines. In addition, the three-cylinder engine has a smaller air intake than a four-cylinder engine, which also limits its acceleration performance in the initial stage.
In other words, although the three-cylinder engine also has the advantages of low fuel consumption, for domestic consumers, it can be described as "talking about three-cylinder discoloration", and many consumers still cannot accept the three-cylinder engine.
Previously, some joint venture car companies replaced their models with three-cylinder engines, but they were ruthlessly "punched in the face" by sluggish market sales. For example, Buick's Buick Yinglang, GL6 and Yuelang, etc.: originally the sales performance of these models was not bad, but since the replacement of the three-cylinder engine, sales immediately fell, which made Buick have to change back to the four-cylinder engine. In the face of such an embarrassing situation as the three-cylinder engine, Peugeot 2008 even dared to "face the difficulties" and equip it with a three-cylinder engine. Therefore, even if some consumers are fans of French cars, when they hear that the Peugeot 2008 is equipped with a three-cylinder engine, they will no longer consider this small SUV.
The small SUV market is highly competitive, and the advantages of Peugeot 2008 are not obvious
Peugeot's 2008 sales volume is so dismal, but also affected by the external market environment: the domestic small SUV segment, can be called a strong cloud. Take other joint venture brand small SUVs, Honda's Honda XR-V, Binzhi, Toyota CH-R and Volkswagen Exploration, etc., are not "good lords", these small SUVs not only have better brand influence than Peugeot 2008, Peugeot 2008 in terms of product strength will not necessarily have advantages over these small SUVs. At the same time, not only is the strength of the joint venture brand small SUV not bad, but also the strength of the independent brand model cannot be underestimated; and on the cost performance, Peugeot 2008 can only be "self-lamenting" in the face of its own brand models.
Surrounded by Japanese, German, and self-owned brand small SUVs, It is quite difficult for Peugeot 2008 to break out of the siege.
Comments
Peugeot 2008 sells well in the European market, does not mean that it can also flourish in the domestic market: from the current sales data, Peugeot 2008 is a serious "water and soil dissatisfaction" in the domestic market. Tracing back to the source, the failure of Peugeot 2008 is that Peugeot Does not understand the domestic market deeply enough, thinking that the strategy in Europe can also work in the domestic market. If the French car represented by Peugeot continues to be so "proud", it will only become more and more marginalized.
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