The hardcore mini off-road vehicle Jimney, sales plummeted 2192 times in 4 years, who ruined this car? There is a car that resembles Mercedes-Benz G, because it is relatively small, so it is called Mercedes-Benz Small G by netizens, and this car is Suzuki Jimney. The original Suzuki Jimney was born in 1970, and as of September 2018, the car has sold 2.85 million units in 194 countries, which shows that this mini off-road vehicle still has a place in the world. In the eyes of many people, this car has been discontinued, in fact, it is not, but the Chinese people do not buy it, what makes this mini off-road vehicle no longer popular?
Suzuki Jimney was born in 1970, the second generation came out in 1981, the third generation came out in 1998, and the fourth generation model came out in 2018, although the replacement cycle was slow, but it did not affect the popularity of this car at all, and it can be sold more than 2.85 million vehicles in 194 countries around the world, which is enough to prove it. After all, this is a mini buggy, relatively niche. In fact, a few years ago, Jimney still had a place in the country.
The data shows that from February 2007 to January 2013, the car sold a total of 13227 units in the Chinese mainland, an average of about 2205 units a year, 4383 vehicles in 2017, 2688 vehicles in 2018, 82 vehicles in 2019, 270 vehicles in 2020, and sales in January-November 2021 were only 2 vehicles. From 4383 in 2017 to 2 in 2021, that is to say, in four years, this car has plummeted 2192 times in China. Who ruined the car?
The high selling price ruined Jimney. The Jimney is not an SUV, but a mini buggy. The so-called mini is a small displacement, a small size, and most importantly, a low price. In the past, Jimney sold more than 100,000 in China, the price was not high, coupled with the four-wheel drive system and good ability to get out of trouble, naturally did not worry about selling. In 2018, after the replacement of Jimney, the price rose to more than 200,000, and the result was a sharp decline in sales, which was thought to be the top of the sky, but I did not expect that some dealers dared to sell more than 300,000 later. What makes Jimney's price double? Has the ex-factory price doubled?
In fact, the pricing of the new model is similar to that of the old model, and the reason why the price of this car has doubled is because Suzuki has withdrawn from the Chinese market, resulting in this car having to rely on parallel imports to import into China. Frankly speaking, 3C certification costs money, and the price increase is reasonable, but the price cannot be increased too much. This car sells more than 100,000 people recognize, do not exceed 200,000, the higher the price, the fewer people pay the bill. This is like a dozen yuan of two pots, appropriately rose to 18 yuan many people can still accept, but more than 30 yuan few people bought.
Not all cars can be increased, and not all cars can be speculated. Some nanny cars are sold at a price increase of hundreds of thousands, that is because the buyers have Rolls-Royce, and people don't care. Nimni's customers are off-road enthusiasts, buy Jimney is running to the product force, this car is worth hundreds of thousands, parallel imports are not the reason to double, even if, consumers do not recognize, sales explain everything, the price is high and the amount is poor.