On April 12, the Association announced its March retail sales ranking report. Due to the impact of the epidemic, passenger car sales in March fell by 10.5% year-on-year. However, the performance of independent brands is very eye-catching, and the market share has increased to 48.5%, reaching a new high in recent years. By comparison, the market share of both Japanese and German cars fell to about 20%. According to this trend, perhaps from the second half of the year, domestic cars will occupy the absolute mainstream, which was unimaginable a few years ago.
What happened to let the domestic car open up the second pulse of Ren Dou overnight? In the view of Kung Fu Automobile, the core reason is that domestic manufacturers have finally identified the user's demand point, so that users really feel "valued", which is their magic weapon to open the market.
(1) New thinking to build a car, the success of Hongguang MINI EV
In the past two years, Hongguang MINI EV has grown into a new generation of divine cars, constantly dominating the major sales lists. The way to its success is actually to adopt a new kind of thinking to build cars.
The first is to adjust at the power level, the past family cars, regardless of the car size, basically have to take into account the high-speed and urban driving. Even if it is a mini car, it must be equipped with a huge fuel engine and gearbox, which not only occupies a lot of space, but also pushes up the cost of the car. Is there a car that is directly positioned as an urban commuter, but at the same time maintains a good driving experience?
That's what the Hongguang MINI EV does, with a 20kW electric motor with a maximum horsepower of only 27. But thanks to the working characteristics of SAIC-GM's new generation of permanent magnet synchronous motors, its power output can be greatly advanced, and 0-100km/h acceleration only takes about 6 seconds, which is faster than most fuel vehicles. Of course, its top speed is only 100km/h, positioning it for everyday household use.
In the field of battery equipment, Hongguang MINI EV did not choose to engage in an "arms race". The starter version has a battery life of 120km, supports family 220V fast charging, and will be simple and convenient to the extreme.
In addition, its space optimization, its control tuning, its shape design, are very outstanding. The body of less than 3 meters can be made into four seats, and the turning radius of 4.2 meters allows it to move around in a small space, and the high value conquers a large number of young sisters. The price remains at 30,000, allowing everyone to have a great experience at a small price.
Of course, it also has a long-lasting version, but also a more powerful GAMEBOY version, and even faster than the initial acceleration of many performance cars, that is, the price is higher.
Although the positioning is higher, the Emgrand family, which sold more than 24,000 vehicles in March, actually took this route. Meet as many needs as possible for users on a small budget. The 70,000-level fourth-generation Emgrand, based on the latest BMA architecture, has a fairly excellent safety gene, while providing a good space and a good driving experience, which is beyond the reach of the joint venture cars at the same price.
This is the survival of these "god cars", they can become god cars, relying on comprehensive and balanced, completely close to the needs of users.
(2) Winning the joint venture, the Chinese star rushed to the well-off?
I have to say that the first two "god cars" meet the needs of everyone's "food and clothing" level. That is to be able to meet the needs of transportation and shield yourself from the wind and rain. That is further, if you want to promote from "food and clothing" to "well-off", it depends on the auspicious Chinese star series.
In March, Geely's China Star flagship series reached 21,621 units, accounting for 28.6% of sales under the Geely brand. Considering that their prices have been inserted into the hinterland of the joint venture, such a huge sales volume, almost all of which are extracted from the market of joint venture cars, is even more valuable.
The China Star flagship series is based on the latest CMA basic module architecture, as a new generation of C-bit architecture, it has the ability not to lose Toyota TNGA and Volkswagen MQB.
First of all, in terms of safety, the China Star flagship series has an outstanding safety body structure, which can not only perfectly meet the collision standards of China and Europe and the United States, but also completely exceed, and at the same time, it also beats the same level of opponents in terms of space creation; secondly, in terms of performance, the flagship models of China Star are basically taking the dimension reduction strike route. The A-class Sedan's Xingrui was equipped with a 2.0T engine, and the A-class SUV's Xingyue L was equipped with a 2.0T high-power engine and Aisin 8AT transmission, which made it accelerate more violently and reliable than the joint venture car.
Then there is the intelligence aspect, the Flagship of China Star is equipped with a variety of high-tech intelligent interconnection vehicle information systems, even if the mobile phone is not in the car, it can realize the communication between the car and the Internet, and can easily realize the seamless connection of people, cars and the world. In addition, thanks to the adjustment of the Lotus team, although it is a model within 200,000, the China Star flagship has a quite outstanding handling texture, which cannot be given by the joint venture car of the same level.
To put it bluntly, the China Star flagship series can give users a better sense of driving and grade, which is also the key to their victory.
(3) The rise of personalized needs, the tank series defines the standard for luxury off-road SUVs
In addition to the previous "food and clothing" and "well-off" demand, domestic cars have also made new breakthroughs in the field of "personalized" demand. In March, the Great Wall's Tank 300 sold 8,922 units, up 38% month-on-month. Soon the tank 500 will also open for delivery, and their emergence has opened up a new category market, breaking the "import monopoly" of foreign off-road SUVs with hard nuclear strength.
Take the tank 300 as an example, it is equipped with the latest 2.0T high-power engine and ZF 8AT transmission, with BorgWarner's intelligent four-wheel drive system, so that its power performance has been fully exerted. In terms of off-road configuration, the new car is equipped with a non-load-bearing body, "three locks", and also has a very high ground clearance, approach angle and departure angle, which is enough to cope with various extreme road conditions. Coupled with the all-terrain control system, tank turning, creep mode, chassis perspective, these off-road gods, so that novices can easily play off-road.
The most critical thing is the price, the tank 300 is priced at the 200,000 level. The off-road SUV of the same level of the joint venture car is not as good as it in terms of configuration, but the price is basically doubled. In this way, the tank series occupies more than 50% of the hardcore SUV space, turning the niche market into a mass market.
In addition to carrying out the off-road to the end, the Weipai model of the Great Wall will also further enhance the luxury experience. Its Mocha DHT-PHEV has created a new category of "0 anxiety intelligent electric", the new car has a 204 km WLC ultra-long pure electric endurance, and also equipped with a full-stack self-developed NOH high-end intelligent driving. Coupled with the excellent luxury creation, users can enjoy the "oilable and electric" 0 anxiety intelligent driving with peace of mind, which makes it equally popular when it debuts.
(4) Kung Fu shooting
The big breakthrough in the market share of domestic cars is essentially the improvement of product strength. After all, in addition to brand power, the current domestic car has no obvious shortcomings in other aspects, not only can build a good scooter, but also can build a "well-off" level of high-end models, but also can well meet the user's personalized needs, while the price is still far lower than the joint venture car, selling well is naturally reasonable. When users buy a car, they will also compare, the same 200,000, 300,000 out, domestic cars can provide a sense of value far more than the joint venture car, then it is "not expensive".
Domestic cars seem to have finally mastered the "doorway" of hot sales, depending on how the joint venture cars will respond. Whether to continue to "load ostriches", or to seize the opportunity to introduce their own better products.