In the past two years, there is a very obvious trend in the automobile market, that is, the B-class car market has become the world of Japanese cars.
Nearly a year's mid-level car sales ranking shows that the top three are Japanese cars, Camry Accord Tianlai these three musketeers, firmly occupy the crown and runner-up throne, while German cars occupy the remaining few seats, in addition to Tesla, the top ten of the mid-level car sales list are covered by Japanese cars and German cars.
And our own car brands, none of the models into the top ten, domestic brands can not create a hot B-class car, has lasted for many years, but have we ever thought, what is this for?
Roughly looking over the past year, the sales of independent brand B-class cars, the B-class cars of independent car brands are only 10 models, the number is small, the sales are not high, the highest sales volume is Hongqi H5, with the advantages of the brand and the lower starting price, it has obtained 81,000 vehicles, Xiaopeng P7 ranked second, sold 72,000 vehicles, but the subsequent model sales are a bit unconnected, the lowest sales of Beijing U7 has only sold 344 vehicles in the past year. And even the best B-class cars sold by their own brands, compared with the Japanese mid-level cars, the sales gap is also very large.
A few years ago, our domestic car technical strength is weak, poor quality stability, the creation of B-class cars no one can understand, why in 2022, the technical strength of domestic cars has been greatly improved, why still can not build a hot B-class car?
The peculiarities of the B-segment car market
In recent years, compact cars and below levels, often emerge a lot of hot selling independent car brands, whether it is SUV or sedan field, such as Haval H6, Qin PLUS DM-i, Wuling Hongguang MINIEV, Geely Binyue and so on, but B-class cars still have some particularities.
Consumers in the B-class car market attach great importance to brand and word of mouth, they have a kind of inertia when buying cars, like to go with the flow, so relatively speaking, they are not willing to try and make mistakes. In this regard, it is different from medium and large cars, because the consumer economic strength of medium and large cars is stronger, their requirements for stability and practicality are lower, they consider more face attributes, performance, luxury, comfort, etc., and the influencing factors of buying a car are more diverse.
The mid-level car market, after years of precipitation, has formed a relatively fixed ending, the japanese top three, the German double male, plus BBA's 34C, their status is difficult to shake, domestic cars want to share a piece of the pie, it is really difficult.
Independent brands lack excellent products
It is precisely because many domestic cars are in the field of intermediate cars, so many independent car brands have deliberately avoided the intermediate car market, so there are so many independent car brands, adding up to the launch of a total of only 10 intermediate car products, including two new car-making forces products. In fact, a very important reason is that many domestic brands know that the mid-level car market is difficult to break through, so they often choose misplaced competition, with the level of medium and large cars, the price of mid-level cars, in order to compete with these joint venture mid-level cars.
Not only the products are few, leaving aside the pure electric models, but also these fuel vehicles, the product strength of these models is not strong, and the performance is generally different from the level of joint venture models in terms of performance, fuel economy, power matching, handling, etc. The main focus of these independent brand mid-level cars is nothing more than configuration, space, price and other things, but these surface efforts are not valued by consumers at this level, and it is naturally difficult to really attract consumers to buy.
The products of independent brands lack continuity
Look at the mid-level car market sold well products, almost all have experienced many generations of change, to have today's market position, such as ten generations of Accord, eight generations of Camry, Passat is 2000 domestic production, Maiten is 2007 domestic production, these cars have gone through more than ten years or even decades of development, only to have today's market recognition, their car names are the best golden signboard. What about our domestic cars?
Among the independent brand intermediate cars, only The Besturn B70, Trumpchi GA6 and Geely Boyue have a history of more than 5 years, among them only the Pentium B70 was launched earlier, after three generations of model changes, Trumpchi GA6 and Geely Boyue were launched in 2015, so far only 7 years of history, and some of the intermediate cars that have existed in the history of independent brand development, such as Chery Oriental Son, China Junjie, Senbao D70, Changan Ruicheng CC, etc., have disappeared in history for such and such reasons. Think about it, you spent nearly 200,000 yuan on a mid-level car, but this car may be discontinued in a few years, do you still have plans to buy it? Lack of strategic determination, a shot to change a place, a lack of long-term planning and continuous operation of a product thinking, is a common problem of independent car brands.
Therefore, the lack of a hot mid-level car product for independent car brands is not difficult to understand, the real development of independent car brands is also in these years, the current main sales are still concentrated on low-end models, rice or stuttering, but the breakthrough of independent car brands in the intermediate car market, may still be in new energy models, when we do not have to hold C-class cars and joint venture brands of intermediate cars dislocation competition, it proves that our domestic cars really rise.