With the continuous improvement of economic level and consumption capacity, the sales of luxury brand cars are gradually bullish, the first-line luxury BBA market position is strong all year round, the second-line luxury brands Lexus, Cadillac and other competitive incentives, are based on their own ability to achieve growth, but for the old luxury brand Volvo, these two years of life is not good at all, last year, Volvo's cumulative growth rate in the country was only 3%, perhaps the impact of the epidemic, or the chip shortage, as long as it does not retreat, it is a good thing, But at the beginning of this year, the sharp decline in Volvo's sales is not a very good signal.
In January this year, Volvo's sales in China has not exceeded fifteen thousand, down 12% year-on-year, in the global market, but also a year-on-year decline of more than 20%, obviously not only the Chinese people no longer pay attention to it, the people of the world are not cold, to February, the decline has not been improved, a month only sold 40,000 vehicles worldwide, for this situation, car companies give because of the shortage of parts, productivity can not keep up, obviously the persuasion is not very enough.
It is not difficult to see from Volvo's performance in China in the past two years that the brand influence of car companies has a gradual downward trend, and the speed of upgrading of its products is relatively slow, so it is impossible to attract the attention of consumers who like the new and tired of the old, and the result is that car companies use price to maintain sales.
At present, Volvo's car price reduction that can contribute to sales is 60,000-70,000 yuan, in order to retain consumers, car companies are also fighting hard, but in order to keep profits, while reducing prices, car companies will inevitably come up with other ideas, that is, to reduce allocation, last year, Volvo XC60 was complained about by consumers because of the allocation reduction incident, and was suddenly complained about to the first place on the list, often patronizing on the complaint list, and the impact on sales is beyond doubt. The key is that car companies have adopted a non-attention attitude towards a series of customer complaints, which is really chilling.
What's more, Volvo, which has always been playing with ultra-high safety, has also had problems in the safety of the car, once because of the failure of the braking system and the problem of the restraint of the seat belt, Volvo has recalled a large number of vehicles more than once, for Volvo, this is a fatal blow, destroying its own gold signboard little by little, and destroying the consumer's trust in the car company step by step.
In the face of fierce competition, you can reduce prices, everyone can drop, others are sparing no effort in safety, but you are confused, Volvo really should reflect on it!