In this era, it seems that everyone is no longer obsessed with the joint venture car must be bought, consumption has entered the era of rationality, to the brand value to let everyone buy a car, have begun to consume according to their own ability, which is a fortunate thing for Chinese brands that have been working hard.
The reason why I say this is because I saw the sales of "star products" just announced by Geely, and as of January, the sales volume of Geely's "star products" exceeded 300,000.
Among them, Xingrui has the corporate positioning of the pillar stone, as a new mid-to-high-end model listed at the end of 2020, the cumulative sales volume of the listing year exceeded 120,000, walking in the high-end market with an average sales volume of more than 10,000, directly competing for the Sagitar this German boutique car.
Subsequently listed, The Star Etsu L became the leader in the higher segment of the SUV market, and the cumulative order easily exceeded 80,000 units.
As of today, geely star product sales have reached the order of 300,000, has become another important car series for Geely Holdings in the high-end passenger car market, which is a car series with great brand value appeal after Volvo and Lynk & Co.
From the current market tone, the two important pillar models have achieved the best in design, quality, control and safety architecture, and from the perspective of daily use alone, they have exceeded the joint venture products with the same price and level.
For example, the emergence of Xingrui has allowed car owners who have deliberately chosen sagittarius, Corolla and other models to transfer their consumption behavior to Chinese brands, for them, more outstanding Xingrui in all aspects can bring no less than the quality of life of joint venture cars.
Rational support for domestic production, must be based on the product force at the same height, for consumers, a large number of users choose Xingrui, obviously indicating that in the market view, Geely brand has based on the competitiveness of 10-150,000 levels of market.
And 10-15 million is the main market of the joint venture, a large number of joint venture brands need to rely on this market to survive, a year from this market to divide away 300,000 market share, it seems that the current has not caused an impact on the first-line joint venture brand, it is worth mentioning that Geely is a company with an annual sales volume of 1.5 million.
Being able to gain a foothold in the 100,000-150,000-level market through two models and easily obtain sales of 300,000, once the brand value is established in the minds of users, the future variable flexible intelligent platform will produce more competitive models in the short term.
500,000 or even 800,000 a year 100,000-150,000 annual sales must be only a matter of time, if a Chinese brand can gain a foothold in this market, then there will be more companies based on this market in the future.
The underlying logic behind it is that users no longer look at the brand alone, but consider the comprehensive value of the product on the basis of the brand, and the more and more rational user groups will inevitably eliminate the old models that have no cost performance and do not meet the car use scene from the car selection list, and the models with a sense of the times and comprehensive competitiveness are more worthy of choice.
The fundamental consideration is the sincerity and strength of the enterprise, and the success of Geely star products is based on this.
Toyota and Volkswagen, which were once firmly rooted in the 100,000-150,000-level market segment, will not only face the pressure of electrification transformation in the next 5-10 years, but also deal with the increasingly powerful Chinese brands to divide the market.