The most lively moment in the car circle every month is the day when the car companies announce sales, after all, the favorite of the melon-eating masses on the Internet is to watch the interesting pictures of these car companies with several joys and sorrows.
Originally thought that after the sales emission list of car companies in March, BYD, which rode the dust on the sales list of new energy vehicles, would be the object of everyone's greatest attention, but who ever thought that GAC FCA, which had fallen to the edge of the joint venture car company, directly stole the limelight of BYD. Don't get me wrong, GAC FCA did not have a big sales explosion in March, ushering in its own sales peak, but because it produced a car in March and was on the hot search in the car circle, it shocked everyone in one fell swoop.
In fact, GAC FCA has been low-key enough, how to GAC Group's own production and sales report (listed companies must be released), showing that in March this year, GAC FCA production and sales of only 1 vehicle each. If we turn further, we can see that GAC FCA produced only 35 units in February this year, while sales were slightly better and reached 134 units. In other words, GAC FCA, which has thousands of employees, has built no more than 50 cars in two months, so we can also understand it as being close to stopping work and production.
Why did GAC FCA and its Jeep brand, which shouted "not all SUVs are called Jeep", fall to this point?
Objectively speaking, Jeep is a niche brand compared to mainstream joint venture brands such as Volkswagen and Toyota, and the "niche" here is even smaller than the self-proclaimed Mazda, after all, Jeep has always advertised itself as a main off-road SUV brand, and Mazda is still SUV and sedan. Therefore, this is doomed to Jeep's customer base is small, is a group of users who pay attention to the off-road performance of SUVs, and in this General pursuit of "space, practicality" in the Chinese car consumer market, Jeep's results can be imagined.
Secondly, Xiaobian did see many media peers, based on the March production and sales of GAC FCA, played such a title "Jeep monthly sales", this statement is actually not rigorous.
Because the GAC FCA production and sales data counted in the best-selling report of GAC Group actually only includes the data of GAC FCA's domestic models, which does not include the soul model of the Jeep brand - Wrangler, which is still imported in the domestic sales, naturally it is not included in the production and sales express report of GAC Group. According to the data of the Association, the actual amount of INSURANCE in GAC FCA in March was still about 900 units.
Finally, the most fundamental reason for the decline in the competitiveness of the Jeep brand in China is because it does not attach importance to the Chinese market, which refers to the brand strategy level.
As we all know, GAC FCA is a joint venture between GAC Group and Fiat Chrysler Group (FCA), and with the withdrawal of the Fiat brand from China, Jeep has become the only seedling of FCA in China, coupled with its sluggish sales in recent years, so GAC FCA has become a typical example of "daddy does not hurt the mother and does not love", and is completely flat in the Chinese auto market. Otherwise, any mainstream car company will ignore the explosion of tank 300 and hardcore off-road markets, and the Great Wall has hit the doorstep, but Jeep is still indifferent.
With the formal merger of PSA and FCA to form the Stellantis Group in 2021, CEO Tang Weishi also made a commitment last year to revitalize the market performance of its brands including Jeep, Peugeot, Citroen and other brands in China. However, a year has passed, in addition to the two unilateral announcements of the increase in the equity of GAC FCA to 75%, Stellantis has made any practical moves, and it is interesting that gac motor group has not expressed recognition for Stellantis' two increases in equity, which means that the two sides have not yet reached an agreement on the strategic adjustment of the Jeep brand in China. In other words, GAC FCA will still "lie flat" for some time afterwards.
Looking at the vicissitudes of the joint venture camp of the Chinese car market in the past two years, there have been many joint venture car companies that can not stand and finally announced their delisting, Renault and Suzuki have successively withdrawn from the Chinese market, if Jeep does not work hard, then everyone thinks that the next joint venture brand to withdraw from the Chinese market will not be it?