The latest released data show that Volvo in January global sales of 47561 vehicles, of which the Chinese market sales of 14629 vehicles, respectively, there was a year-on-year decline of 20.2%, 12.8%, although the current january sales results of the car companies are not too many, but the Sales of Chinese brand Hongqi have exceeded 40,000 vehicles, a lot ahead of Volvo, it seems that Volvo this year is not very smooth, is there less and less people who recognize this brand?
In fact, whether in the global or domestic market, Volvo's sales force is the XC60 model, which won the first sales volume of the brand last year, with a total of 65,036 units sold. However, in January this year, the sales of the car declined, and there was also a word-of-mouth crisis.
In the complaint ranking of the third-party car quality network in January, XC60 landed on the third place in the list, mainly because of the suspected reduction, the user of the complaint said that the XC60 model produced by the manufacturer in October-November last year quietly reduced the kick-type induction tailgate, and did not issue an announcement in advance to explain that there was no corresponding discount, and the models produced before October and December had this configuration.
Although it is because it is affected by the shortage of chip semiconductors, it is too small for a luxury brand to reduce the pattern without a sound, it seems that this has also greatly affected the reputation, and it is difficult for car owners to accept the products with the same price.
Looking back at 2021, although Volvo achieved a 3.1% growth and sold a total of 171,000 new cars, this performance is actually not very proud, and it has exposed many crises. Before the epidemic, Volvo's annual growth rate in the domestic market reached about 10%, and in 2020, there was also a year-on-year increase of 7.6% when the epidemic broke out, so volvo's growth rate slowed down a lot last year, and compared with the cadillac 233,200 and Lexus 227,000 vehicles, Volvo's sales of 171,000 are still a big gap.
In the impression of many consumers, Volvo's most obvious label is safety and environmental protection, but with the advancement of technology, the gap between car companies and car companies is actually narrowing, especially between luxury brands, Volvo needs to face opponents with very strong technical strength. At the same time, the consumption of the luxury car market also has a certain particularity, consumers may not only pay attention to safety or the product itself, brand influence and the added value behind it is actually a very critical part.
As we all know, Volvo in the country has always been price for volume, if you look at the price of its models, you will find that the entry-level XC40 preferential range has reached more than 40,000, and the main model XC60 is also more than 60,000, the flagship model XC90 is more than 100,000, this way of making profits can be exchanged for short-term sales, but also formed an inherent impression, consumers call Volvo as the "diving king", the brand value is getting lower and lower, and the retention rate of used cars is also relatively ugly. And like the flagship model XC90 has not been replaced for 8 years, as a model that should show the most cutting-edge technology of the brand, it has maintained an old image, no new technology landed, even a large displacement 3.0T engine, the whole series of 2.0T is much weaker than other opponents.
In fact, Volvo's situation is slightly awkward now, delegating prices but failing to achieve higher sales (at least Cadillac is better at this point), and the brand image has been devalued. With a bad start to the year, how will Volvo fight this year's battle? This is undoubtedly a difficult problem.