In the Chinese auto market, there is a phenomenon that everyone is not surprised, that is, the "one car and two sales" of the joint venture brand, this phenomenon is more common in the North and South Volkswagen, Toyota and Honda, both car friends and netizens are more familiar with Maiteng and Passat, Corolla and Leiling, CR-V and Haoying, etc., there are also Guandao and UR-V, AsiaTicaw and Lingshang, as well as Highlander and Crown Land, etc. It can be said that the joint venture brand "one car and two sales" really brings a lot of market pressure to domestic brands.
To be honest, whether it is Maiteng and Passat, or Corolla and Leiling, etc., to a large extent, they are the obstacles to the rise of domestic brands. In the face of the "one car and two sales" of the joint venture brand, domestic brands are also actively trying to find ways to compete, although there is still a certain gap with the "one car and two sales" of the joint venture brand, but the efforts have not been in vain, more or less have some gains, and even in some market segments have also put considerable pressure on the joint venture brand.
In the field of SUVs, the domestic car power product family matrix
As we all know, the "one car and two sales" of joint venture brands in the field of SUVs should not be underestimated, but the product family matrix formed by domestic brands is also quite powerful, of which the most representative model is the "national god car" Haval H6 in everyone's eyes. As the sales hegemon in the field of SUVs, the Haval H6 has about 15 models on sale, which is much more than the models of car companies such as Haima Motors, Weilai Automobile and Mazda.
With a dense price range, Haval H6 basically makes it difficult for competitors to see the needle in the market segment, and the effect of the product matrix power in the market is obvious to all. As the runner-up of the annual sales volume of SUV in 2021, the power of the Changan CS75 series product matrix is also difficult to ignore, including the CS75 series of Changan CS75 and Changan CS75 PLUS, although there are not as rich models as Haval H6, there are also 8 models on sale.
The same is true of Geely's Boyue series and Hoshikoshi series, which include Boyue, Boyue X and Boyue Pro; the Hoshikoshi series includes Hoshikoshi, Hoshikoshi L and Hoshikoshi S. Chery Automobile's Tiggo 8 series is also inevitable, and the Tiggo 8 series includes Tiggo 8 and Tiggo 8 PLUS. In order to enhance market share, increase the competitiveness of products in the market, and put pressure on the joint venture brand "one car, two sales", domestic cars have achieved obvious results in the product family matrix in the field of SUVs.
Of course, playing the SUV product family matrix, BYD is comparable to Great Wall Motors, and its Song family is definitely a representative that cannot be bypassed. Today's Song family includes Song Classic Edition, Song PLUS, Song Pro, Song PLUS DM-i, Song Pro DM-i and Song PLUS EV. In particular, Song PLUS DM-i and Song PLUS EV, in the market competition in 2021, their strong momentum is the envy of many competitors. Judging from the momentum highlighted by the BYD Song family, there are signs of impacting the annual sales champion of SUV in 2022.
In the field of cars, emulate SUVs but differentiated
In the field of SUVs, the advantages of the domestic brand product family matrix, to be honest, really bring a lot of market pressure to the joint venture brand, which can also be seen from toyota and Honda's continuous increase in the intensity of "one car, two sales", such as Toyota launched highlander's sister model Crown Land, Honda launched CR-V's sister model Haoying and so on. In fact, the same is true for joint venture brands in the field of cars, in the face of the continuous impact of domestic brands, the same increase in the "one car two sales" efforts.
Among them, Toyota launched the Asiatic Lion and Lingshang; Honda launched the Civic's "sister model" model, seizing more market share and containing domestic cars. Of course, in the face of the joint venture brand continues to increase the intensity of "one car and two sales", the domestic brand did not sit still, but followed the practice of the product family matrix in the SUV field, using more children to fight to resist the pressure exerted by the joint venture brand, enrich the product line at the same time, to enhance the market discourse power of domestic cars.
The more representative domestic car is Geely Emgrand, as a domestic car sales "brother", Geely Emgrand family includes Emgrand, Emgrand L and so on. Although the market performance of the Emgrand family is very good, there is still a large sales gap compared to Corolla and Leiling. However, as the mainstay of the rise of domestic cars, the Geely Emgrand family has also provided a lot of experience for domestic brands to learn from.
Secondly, it is BYD. With F3 rooted in the automotive market, BYD, after the baptism of the auto market, has now become a new energy leader, in 2021 listed and participated in the market competition of Qin PLUS, in less than a year, the cumulative sales exceeded 170,000 units, becoming a well-deserved "dark horse" in the market. The BYD Qin family includes Qin, Qin PLUS DM-i, Qin PLUS EV and so on.
Written in the end: From the above analysis, it is not difficult to see that domestic brands, whether in the field of SUVs or in the field of cars, the advantages of their product family matrix have shown their power, forcing joint venture brands to increase their resistance. Although there are still some gaps between domestic brands and joint venture brands, the gap is also constantly shortening in the catch-up of domestic brands. It is only a matter of time before domestic brands surpass joint venture brands, you say?
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