Text | Joe Hill
If you really can't understand why all of a sudden so many brands are launching MPV models in unison, and will unsurprisingly squeeze the MPV car market, then Musk may give you an answer.
Just last May, Musk's sixth child was born. As of today, at least, there will be six children under the stars, looking up to their father who is far away on Mars. For Musk, having six children is not only due to the love of children, he has chosen a more responsible and mission-minded reason for himself.
In a previous interview, Musk said that low fertility rates will lead to the collapse of civilization. Therefore, the conclusion is that six is far from the end, and he must continue to live with a sense of mission to continue civilization!
You see, if you look at selling MPV models only from the perspective of selling cars, this thing is less epic. And if we put it on the bigger topic of racial survival, and then look at the increasing popularity of the MPV market, it seems much more logical.
Of course, six children can't be stuffed with an MPV, and for an ordinary family, having six children is really unaffordable. Therefore, we may as well set a small goal first - two or three within our reach.
Meet the needs of multi-population family cars
Home MPV ushered in spring
In fact, in the past decade or so, chinese consumers' preferred model when buying a car is basically an SUV. Even after the overall car market was affected by the epidemic last year and stagnated, the growth momentum of SUVs still surpassed that of cars, reaching 46.9%. It seems that the change in the proportion of households in China has not affected the sales growth of SUVs.
Among them, in order to adapt to the changes in the consumer demographic structure, car companies rushed to launch seven-seat SUVs, which became one of the reasons for the continuous growth of sales in this segment. However, after a period of use, users will find that whether it is the comfort of the interior space, the flexibility of the seat adjustment inside the vehicle, or the driving experience, it is impossible to ensure that every member of the user's family has a comfortable travel experience.
Obviously, this has become the most important reason for the MPV model to usher in spring in the foreseeable short term. Although at present, the proportion of MPV sales in the Chinese automotive market is still not high, only maintaining at about 4%.
In the past, MPV products in the Chinese auto market obviously did not perfectly match the consumer demand of the household market. This is mainly because car companies like to launch clear labeling products in the MPV market segment, mainly positioning high-end and low-end routes. For example, the Buick GL8 and Mercedes-Benz V-Class cars take the high-end business route of the MPV (of course, there are more high-end MPV, such as the high-end Toyota Alpha) product line, which is far from the daily needs of ordinary consumers.
MPV, which takes the low-end route like Wuling Hongguang and Baojun, is more responsible for the daily "delivery" task. At present, the positioning of MPV products in the market stock is either onshore business class or onshore cargo warehouse. However, this situation is exactly the opposite in the consumer market composed of multi-population families in European and American countries.
Judging from the actual market share of MPV models in Europe, the United States, Japan and South Korea, the overall share of Europe has reached 30%, and Japan and South Korea have reached 25% and 20% respectively. The market system is mature, and the user demand is also large and stable. With the gradual increase in Chinese consumer demand for MPV, the future consumer demand growth potential of household MPV models will continue to grow.
Car companies with a keen sense of smell will naturally not give up this highly potential MPV blue ocean market. Therefore, in the second half of this year, many Japanese car companies began to concentrate on attacking, and constantly have highly competitive products being introduced to the market. Among them, the widely concerned Xena is one of the most competitive products.
Obviously, Toyota's reputation and sales in the global market in the past are enough to support a strong audience for Xena. At present, the terminal market of the Xena model has increased significantly, and it is difficult for consumers to mention the car without raising the price, which is also the best proof of its super high heat. But today's market is completely different, and consumers have long stopped focusing solely on joint venture brand products.
Chinese brands are more aware of Chinese needs
GAC Trumpchi M8 has always been known as the "whistleblower" of China's household MPV, which is very much in line with the needs of Chinese consumers for MPV models in terms of overall design, manufacturing, product positioning and configuration.
Therefore, the market has also given this car good feedback. In the first three quarters of this year, GAC Trumpchi ranked third in the MPV sales list, following the perennial leading SAIC-GM-Wuling Hongguang and SAIC-GM Buick GL8 models. In the past November, its sales performance of 7,615 vehicles was also very impressive.
Of course, the challenges also exist. As one of the earliest car companies to enter the Internet field, Roewe has cooperated with Internet companies as early as 2015, and has continuously integrated the cutting-edge technology of the Internet with automobiles and automobiles.
Just a few days ago, a friend in my circle of friends sent out the "soul torture" of whether to have a child for the sake of buying an MPV or buying an MPV for the sake of having a child. But in fact, the reasons why consumers choose MPV have become more diversified, and there is no need to stick to a single reason.