The game between autonomy and joint venture has changed several times, and now there is finally a new breakthrough in the field of family cars. According to the latest data of the Passenger Association, the independent family car has become the brightest existence in the 2022 car market report card with a year-on-year growth of 33.8%, and the sales of 4.1 million units achieved by the independent family car are really only the last step away from the joint venture (4.765 million) "on an equal footing", which also marks that the monopoly pattern of the joint venture on the family car market has also passed.
(Source: Passenger Association)
The importance of the family car market to car companies has always been self-evident, and the competition between independent and joint ventures in the field of family cars, especially A-class family cars, is a microcosm of the accelerated change of China's auto market pattern. Although A-class cars still occupy the largest market share, under the new consumption trend of high-end and large-scale, the market share is declining year by year, the former market dividend is fading, the old laws of the times are failing, coupled with the lack of cores, epidemics and other black swan events in recent years, so that the entire A-class car market has entered a new stage of "big waves and sand", and also allows naked swimmers to hide in the cold winter of the car market. Achieving a sharp rise against the trend during the reshuffle period when the dividend fades can better reflect the true gold content of the report card of the independent family car.
(Source: Passenger Association)
Looking back at the family car market in 2022, the joint venture is struggling. Since 2007, when Volkswagen played the trump card of TSI+DSG, the joint venture opened a brilliant decade of the A-class family car market, and also solidified the stereotype of moderate design and main economy into family cars. Today, the brand and technical halo of the joint venture have long been gone, and the leading edge at the product power level is being eroded or even surpassed by the independent brands that came later, and the days of non-joint venture non-selection have long become a thing of the past, and the sales volume in 2022 has been confirmed, Xuanyi, Corolla, Lavida, Bora and other German and Japanese hot-selling models have seen a double-digit decline, and can only rely on the word-of-mouth accumulated over so many years coupled with the continuous decline in price to maintain this hard-won market share.
(Left: Xuan Yi; Right: Lavida)
A few joys and a few sorrows, the multi-point outbreak of independent family cars, step by step, is in sharp contrast to the joint venture. In the past, only one model of Geely Emgrand could wrestle with the joint venture models of the same level, but now, the outbreak of many autonomous compact cars, including Changan Yidong, BYD Qin, Aion AIONS and so on, has made Emgrand no longer a "lone hero". The stable trend of Geely's high-end family car Xingrui monthly sales of more than 10,000 has made its own brands achieve a class leap in the high-end family car market that has always been eager to get a piece of the pie, and truly threatens the profit hinterland of joint venture brands with steady and powerful "high-quality" growth.
(Photo: Xingrui)
Looking forward to 2023, with the current upward momentum of independent family cars, it is not difficult to cross the 50% market share red line in 2023, but it will also usher in a fierce counterattack of joint venture brands. If you want to further divide the market share of the joint venture and truly gain a foothold in the battle with the joint venture, it is bound to make up for the shortcomings of high-end, attack the high value highland, and then enhance its own premium ability and brand value. Where is the ceiling of the independent family car, and who can lead the independent family car to soar, is the most worthy of attention in 2023.
Chong Gao is an independent family car chasing the dream for more than ten years, until he saw Geely Xingrui, which has been listed for two years, hand over a report card with an average price of more than 130,000 and an average monthly sales of more than 10,000, so that the high-end dream of China's car finally came to fruition. It can be said that among the current independent family cars, Xingrui is the only independent high-end family car that has formed a consumer consensus in terms of volume, price, product power and brand power. Therefore, if you want to discuss who can shoulder the mission of Chinese car brands, Xingrui must be an option that cannot be bypassed.
In the process of connecting with the joint venture short-term soldiers, Xingrui abandoned the old routine of "price for quantity" of independent models in the past, and dared to fight for value with the joint venture, which has to be said to be a real "head iron". Xingrui sold 10,388 units in December 2022, with a cumulative total sales of 263437 units in the 26 months since its listing, and the transaction price has always been firm while maintaining an average monthly sales volume of more than 10,000. It is not difficult to see that the current positioning and price of Xingrui are on par with A+ class models such as Sagitar and Civic, and are ahead of compact models such as Corolla, Xuanyi, Lavida and Bora. It is not difficult to see from the user population of Xingrui that the sales of one of the three people come from the leading market with a developed first- and second-tier economic level, and it has become inevitable to grab customers from the mouth of the joint venture brand. It is in this head-on struggle with the joint venture benchmark model that Xingrui has achieved a new high market share of 3.21%.
(Photo: Xingrui)
Different from the joint venture model "squeeze toothpaste" upgrade and "always eat the old capital", Xingrui has continuously listened to the voice of the market and users since its listing, and through the continuous efforts of product power and brand power, Xingrui has continuously transfused blood for its high-end breakthrough.
For example, in terms of products, Geely's self-developed CMA architecture gives Xingrui a fault lead at the power level, whether it is 2.0T power, 2800mm ultra-long wheelbase, Alcantara material interior, BOSE customized audio, L2 driving assistance technology... All of them surpass the existence of the same level of joint ventures, so that the A-class family car will bid farewell to the "enough" level from now on, reduce the dimensionality to suppress the traditional joint venture brand, harvest sales, and win sufficient high-end potential energy and market depth space for Xingrui.
(Photo: Xingrui X only this green chasing green factory fashion show)
In recent years, Xingrui has frequently cooperated with well-known national cultural IPs such as "Only This Green Green" and "Sanxingdui", taking the opportunity of "science and technology tribute culture" to pry users' minds, and establish exclusive emotional private domain with users through innovative activities such as limited co-branded car colors, co-creation competitions, fashion shows, talk shows, etc., so as to explore a clearer and longer-term brand image and brand value.
Xingrui's high-end breakthrough is not accidental, it is the same frequency resonance of technology, product strength and the needs of the times, and it is also the inheritance and development of the "dare to do" spirit that Geely has always advocated. The year 2023 has already begun, it is still difficult for the Chinese car market, facing many difficulties and challenges such as lack of cores, lack of consumer confidence, and increasingly fierce competition, at the same time, the development of the times has made consumers put forward more and higher requirements for family cars. As the so-called do not break and do not stand, break and then stand, Xingrui with the spirit of "dare to do" to subvert the monopoly of the joint venture brand on the family car pattern, only when "dare to do" innovation becomes the main theme of China's automobile development, the development of China's automobile can be endless.