Even though the brand power is not as good as the joint venture brand; even though there are still consumers in China who remain prejudiced against them; even though they still rely on cheap cars to support sales, independent brands have never stopped their efforts to the higher end of the market. Finally, in 2021, we saw Geely Xingyue L with its super high cost performance in the joint venture brand compact SUV market head-on; tank 300 is another way into the hardcore SUV market, the supply is in short supply. The sudden rise of the autonomous new car is like a warm sun, soothing the cold in winter. However, not all traditional autonomous new cars bring warmth to car companies...
Under the harsh stock market, Changan UNI-K suffered from the dilemma of being unfavorable; and the traditional Haoqiang H6 was also strongly suppressed by the new model, and the shortcomings of the model began to be amplified; while volkswagen, Mercedes-Benz and other joint venture brand models in China were so successful that the new and old generations affected sales...
Changan UNI-K: The new car has not yet been listed, and the elk test has "overturned"
Changan UNI-K is undoubtedly a model model of "loud thunder and small raindrops". At the beginning of the unveiling, we were all shocked by the appearance of this medium-sized SUV, the borderless design net composed of hexagonal matrix, showing a powerful aura that reached the hearts of the people; the lights on both sides were extremely flaunting and sharp... In terms of power, the combination of 2.0T+8AT can not find a slot point, which is the mainstream displacement level and the best transmission structure of word of mouth. But the actual sales performance is: the sales volume in the second half of the year is always hovering around two or three thousand. Obviously, this can no longer be the same as the five-digit monthly sales of the auspicious star L.
On March 28, 2021, Changan UNI-K was officially listed. But before that, the reputation of this car was overshadowed. When an automotive platform conducted an elk test on the Changan UNI-K, the rear wheel left the ground. This is a phenomenon of extremely poor body attitude in elk tests. The elk test tests the vehicle's ability to avoid danger in an emergency, and although the evaluation is mainly based on speed and subjective control, the extreme instability of the body posture still leaves a bad impression on consumers. Not only that, in the emergency braking of this test, the Changan UNI-K also had a situation where the rear wheels left the ground. This performance shows that there are problems in the suspension damping and braking force distribution of the vehicle.
I don't know if it is the reason for the elk test "overturning" car, and the launch time of Changan UNI-K has also been delayed. Although Chang'an also responded and conducted an elk test again, the collapse of the image was still difficult to recover. On the other hand, the image of the Changan UNI-K brand is currently only supported by UNI-T and UNI-K, and the small number of models also makes the brand recognition of the UNI series low.
Haval H6: More opponents, less competitiveness
When it comes to the Haval H6 SUV, it can be said that it occupies the top position in the SUV sales list for many years, so why is such a popular SUV a poor performance model?
As a compact SUV under Great Wall Motors, the Haval H6 quickly became popular after its launch in the Chinese market and became the sales pillar of Great Wall Motors. To this day, Haval is still in the position of SUV sales champion, and after the launch of the third-generation Haval H6, the shape has changed, and its sales performance is still good. However, in the past November, H6 sales fell by more than 40% year-on-year, and there are hidden worries behind the highlights.
According to the data of the Association, in November, Haval H6 sales volume of 30194, in this year's environment alone, sales are not much, but compared with the same period last year fell by 44.4%, the degree of decline is very obvious, in the month of SUV sales of the top 10 models, Haval H6 sales decline is the highest. The third-generation Haval H6 has just been on the market for a year, and it has been insufficient in product strength?
This also reflects the decline in competitiveness of the Haval H6, which has shown weakness under the pressure of models such as the BYD Song series and the Changan CS 75. In fact, in the year 2021, the third-generation Haval H6 has already lost the monthly SUV sales title twice.
In addition, in the market, Haval H6 sales are high, with the increase of users, hidden problems have gradually emerged, high fuel consumption, difficult to open, many problems, etc., becoming the place where consumers complain the most, and also reducing its sales to a certain extent.
FAW-Volkswagen Sagittarius & SAIC Volkswagen Tiguan: Model replacement, discount shrinkage
In fact, sagittarius in 2021 has not lost its status as a best-selling car. Although the association has not yet released the december sales list, according to the performance of January to November, sagittarius's overall sales can still rank among the top ten in the car sales list, with the tenth place Geely Emgrand with a lead of nearly 30,000 vehicles. Obviously, Sagitar remained in the top ten of the cumulative sales list in December. However, the decline in this car is very obvious, and the cumulative sales volume in January-November fell by 22.9% year-on-year, which is the largest decline among the top 15 cars. This is mainly due to the imminent replacement of Sagitar and the shrinking of the discount.
At the 2021 Guangzhou Auto Show, we saw the new Sagittarius look. Closer to the appearance of the Passat, the image of the model was raised, and the cockpit was a large floating central control screen and diamond-shaped stitched seats. Although the design of the cockpit has regressed in my opinion, the sense of technology and luxury that has been exchanged is exactly what mainstream consumers like to see. More importantly, this model will be equipped with a new 1.5T EVO engine in the future, which is the engine that has long been installed in overseas markets but has not been introduced in China for a long time. Therefore, the new Sagittarius is a very highly anticipated model. Therefore, under the light of the new car, it also reflects the backwardness of the old Sagitar product strength
In order to clean up the inventory, old models often make greater terminal discounts when they are on the verge of replacement. However, in the context of lack of cores, Sagitar's terminal discounts have actually shrunk. Coupled with the improvement of the purchasing power of domestic consumers, this generation of Sagitar relies on large discounts to maintain sales. Therefore, the reduction of terminal discounts has a greater impact on Sagitar sales.
Facing the same problem is the public tiguan. Fortunately, Tiguan has completed the launch of the mid-term redesign model in August this year. However, Tiguan still fell 0.6% in cumulative sales in the first 11 months of the year. Although the decline is not large, it is one of the few models in the domestic mainstream SUV camp that has seen a decline in sales.
Mercedes-Benz C-Class: 3 Series strong, C-Class decline
According to the data, in the first 11 months of 2021, the BMW 3 Series was the strongest, with sales of 158939 units. Sales of the Audi A4L reached 111849 units, and sales of the Mercedes-Benz C-Class also reached 117152 units. In August 2021, Mercedes-Benz launched a new generation of C-class, but Mercedes-Benz's new C-class has not brought an imaginary upgrade to Mercedes-Benz after its listing, while it can at least maintain more than 10,000 vehicles before the replacement, but it has some retrogressions after the replacement. In fact, the monthly sales of the C-class have not exceeded 10,000 units in recent months, 7027 in August, 7566 in September, and 7769 in October.
In contrast, the starting price of the new Mercedes-Benz C-Class is nearly 20,000 yuan higher than that of the previous generation model, but the market discount is even less. At the beginning of the listing, the preferential treatment was reduced, and some areas were even sold at the original price, which undoubtedly increased the cost of buying a car for consumers, although it had the impact of "lack of core", but this could not become an "excuse". If there is no large discount, I believe that Mercedes-Benz C can not be sold, in addition, Mercedes-Benz C-class zero-to-whole ratio is very high, the later maintenance cost is high, so the later new generation of Mercedes-Benz C must have a large discount, after all, the product force is placed there.
In addition, from the perspective of the product itself, consumers who want to buy Mercedes-Benz C can't help but ask: Is it worth 300,000 to buy a 1.5T model? The new Mercedes-Benz C series is equipped with a 1.5T engine, starting at 325,200 yuan, while the BMW 3 series and Audi A4L of the same level provide 2.0T engines in their entire series, and the starting price is cheaper.
In addition, the Mercedes-Benz C-class also has many problems in terms of quality, and complaints about the failure of the 48V light hybrid vehicle power system of the Mercedes-Benz C-class model have been continuous, mainly concentrated in the engine, which has also affected the consumer's determination to buy the Mercedes-Benz C-class to a certain extent.