As we all know, young users have gradually grown into the main force of consumption in the automobile market, compared with our parents, young people pay more attention to the appearance and control of a car, and the popularity of Civic and Fiesta confirms this from the side. However, unlike the "General Changsheng" Civic, although Fiesta once sold more than 20,000 units a month at the beginning of the listing, it disappeared after only one year, its sales in November were only 273 vehicles, and the cumulative sales from January to November 108089 were only 8229 vehicles.
Fiesta What's wrong with this, the author summed up three reasons, not fully welcome to add
The shape design is more offbeat
From the perspective of design, personality, avant-garde is easy to achieve, but at the same time in line with the domestic user aesthetic "personality" is very testing the designer's skill, Fiesta's design is sharp enough, but Fiesta's designers have forgotten such a creature: catfish, just like Lynk & Co's designer forgot "toad", Fiesta's open mouth front face is really quite like catfish. Overly sharp designs are clearly not acceptable to mainstream aesthetics, rejecting many older potential consumers.
It is undeniable that this design will indeed be paid by someone, and there are not a few people who choose Fiesta in a short period of time, but the market potential of Fiesta will soon be exhausted, because what should be bought has been bought, so it is reflected in the sales curve, Fiesta sales in the first year are very high, the second year will decline rapidly, and now it is a single month sales of three figures. On the other hand, although the appearance value is also very sharp, it has not departed from the mainstream aesthetic, and it is updated in a timely manner according to market changes, and sales have been able to remain at a high level.
Their own positioning is too confident, and the competition at the same level is fierce
Honey juice confident market positioning is one of the important factors in the fall of Fiesta, look at the sales distribution of Fiesta, 1.4T models sales are few, most of them rely on 1.6T models, while the entry price of the 1.6T low-power version is 133,800, and the starting price of the high-power version is 140,800, which is more expensive than Civic and Sagitar. The mainstream view, the modern brand power itself is not as good as Volkswagen, Honda, should come up with more sincerity in the price, come up with a stronger cost performance, but in fact, the price of Fiesta is higher, and its own positioning is too confident.
In addition, the increasingly fierce competitive environment also makes It difficult for Fiesta to be overwhelmed, first of all, the tilting inside the brand, lower than the positioning of Fiesta is the modern leader of Fiesta's brother, the positioning of Festa is higher than the modern famous map, and even the price of such a quasi-B-class car is cheaper than Fiesta. Externally, Civic, Sagitar, Xingrui, Shadow Leopard, MG 6 and other products are not inferior to Fiesta, power control can also be remarkable, the price is cheaper, and The sales of Festa will of course be greatly impacted.
There are some problems with their own products
In the "China Automotive Health Index" evaluation results released by the China Automotive Health Index Management Center of China Automotive Engineering Research Institute Co., Ltd., Fiesta obtained the lowest score in the volatile organic compounds (VOCs) and in-vehicle odor intensity (VOI) tests in the car. Secondly, the safety of Fiesta is relatively poor, and the collision test of The China Insurance Research Institute breaks the A-pillar, which is equivalent to the direct impact of the collision on the cab.
Finally, there is Fiesta's powertrain, the performance of the 1.6T is not very bad, but the transmission is the controversial 7-speed dry dual-clutch transmission. Due to the factors of working mechanism, the reliability and stability of the dry double-clutch transmission is not as good as the wet double-clutch transmission is an indisputable fact, in fact, the public as the set of the dual-clutch transmission, can not avoid the problem, not to mention the modern dry dual-clutch transmission, domestic consumers still have a certain resistance to this.
Of course, there is also a very key point, that is, the modern brand power is getting weaker and weaker, a good brand can not only enhance the visibility, sales and profits of the product, high-quality brand is a symbol of corporate integrity, the fundamental reason for consumers to recognize the brand is that the brand product has credibility. The operation of Korean cars in the past few years is quite fanatic, with reduced allocation, slow technology updates, "double standard" play more excessively than volkswagen, overseas one like a domestic one. Coupled with the "THAAD incident", the brand image of Korean brands that have been painstakingly operating in China for decades has disappeared in a short period of time.
Just imagine, domestic consumers for your brand views are negative, how can you still pay for you, as for why the brand image of Korean cars collapsed so quickly, then you need to reflect on it yourself.