Two days ago, I looked at the market share of small joint venture SUVs, which can only be described as miserable, in addition to the Honda brothers and some sales, basically the overall state of decline.
Yes, even Toyota has not been able to withstand the gunfire of Chinese brands.
Small SUVs were a very hot market segment five years ago, and Toyota, Honda, Ford, GM, and Suzuki all chose to show their corporate charm in this market.
In the early days, these models had a good market share, and the market attention of Binzhi, Oncora, Vitra and other models was also OK, although the sales were not very good, but it was indeed one of the important models of the joint venture at that time.
Chinese brands have spent 5 years telling all foreign brands that small SUVs, which are small in size, chicken ribs in space and weak in power, are becoming more and more difficult to adapt to Chinese consumers with higher and higher requirements.
Wei Jianjun is a Chinese entrepreneur I particularly like, because he tells everyone with his actions that the compact SUVs that were once impossible to buy for 100,000 people can easily buy in his hands.
Whether it is The Haval H6 or the Haval H2, Haval H4 and other models of the year, there may not be a gorgeous design and top-notch brand value, but in terms of safety, space and reliability, it has affected the SUV consumer market for a long time in the past.
For users, the attraction of small joint venture SUVs is more in the brand, and the shortcomings in use are very obvious.
China's consumption status determines that it is difficult for us to achieve the car culture of one car per capita, so a car often carries multiple missions, and the large space, safety and power performance under daily home and family travel are very important.
Entry-level consumers don't need much brand value, they value the practicality of the product more.
This is a direct conflict between a small joint venture SUV and a compact autonomous SUV, and in the early stage, consumers are more recognized by the joint venture brand, because the brand is strong, responsible and reliable.
In the later period, consumers recognized Chinese brands more, because Chinese brands were also reliable and stable, and the company's responsibility to society was even higher than that of joint venture brands.
The current consumer status quo is that Chinese brands are comprehensively crushing the joint venture small SUVs with better technology, larger size, better power and better safety.
The current situation in the market is that a large number of small joint venture SUVs have long been withdrawn from the market, and Ford, Suzuki, and GM have abandoned the small joint venture SUV market, and there is no competitiveness in the face of compact SUVs such as Great Wall, Changan, and Geely.
There are not many small SUVs left.
Honda Binzhi and X-RV have captured the concept of Chinese consumption, and Chinese consumers who have a demand for large space are indeed very hungry for Honda's set, which is the core reason why only Honda can survive in the small joint venture SUV market.
The market has proved with actions that even strong first-line brands such as Volkswagen and Toyota will absolutely not survive without core competitiveness in the small SUV market.
The main reason is that China's consumer market is no longer what it was.
On the one hand, Chinese enterprises themselves have the strength to produce excellent products, and the technology, design and quality control have comprehensively surpassed foreign brands (within 150,000 markets).
On the other hand, Chinese consumers are also constantly maturing, the so-called foreign brands can not dominate the entire market, because of the requirements for profits they will eventually give up a part of the market, the core market of joint venture brands is more than 250,000, most of the joint venture cars within 200,000 will not use mainstream technology, which means that the sense of use experience is the same as that of Chinese brands.
A rational market must have competition and strong enemies.
In the past, the market dominated by joint venture brands had a tacit meaning, all companies were unwilling to show real sincerity to serve consumers, and the small joint venture SUV market products were weak and the price was high.
The rise of Chinese brands has brought faster iteration speed, the real sense of the CS75, Haval H6 such a strong model as the CS75, Haval H6, it is obvious that in the consumption process of the new market, the small joint venture SUV has been beaten to no avail, which is naturally expected.