Survey of cars in northern counties: New energy vehicles are not favored

During the Spring Festival, many people who went out to work have already embarked on their way home and rushed to the reunion. The reporter of the "China Times" also packed his bags early and returned to his hometown in the county seat. In the blink of an eye, it's been three years since I left. Although I left home early to study and work, my hometown is still a place that witnessed my growth. Today, I have witnessed the growth of my hometown.

Remember that three years ago, the most appeared on the road in my hometown was the Volkswagen brand fuel vehicle. However, this time home, the reporter found that in addition to more types of brands on the road, there were even new energy vehicles. This also means that new energy vehicles are sinking. To this end, the reporter also visited the car market before closing the door during the holiday.

The price is lower than the 4S store, but there are fewer car buyers

Since the reporter's hometown does not belong to a prefecture-level city, there are no 4S shops, most of which are some auto trade shops. The characteristic of these auto shops is that there is no single brand bondage, and multiple brands can be placed in the store. For example, the auto trade shop visited by the reporter placed models of FAW-Volkswagen, SAIC Volkswagen, FAW Toyota, Haval, Changan, BAIC and other brands.

The store's salesperson told the "China Times" reporter: "We only do fuel models, and most car dealers in this county are also doing fuel models, and the price will be slightly lower than that of 4S stores." You can also choose a model according to your needs, even if it is not available in the store. ”

Perhaps due to the proximity of the New Year, the reporter did not see customers entering the nearby auto trade shop. "There is no test drive in the store, and some consumers go to the 4S store in the city for a test drive and then come back here to buy it. However, there are not many such consumers, most of them go directly to the city to buy. The sales staff said that many of the customers in the store are acquaintances, or friends of acquaintances, and some consumers who have no intersection will still choose to go to the 4S store to buy.

Auto analyst Wang Kun told the China Times reporter: "In the northern cities, there have always been not many consumers willing to buy cars in the county, after all, there are fewer prefecture-level cities in the north, and most of them are auto trade shops." Most of the auto trade stores are based on poor information and lack of service, which is also a major reason why many consumers would rather choose to go to 4S stores in the city than buy cars in auto trade stores. ”

In addition to fewer car buyers, the reporter also learned that the models chosen by consumers in most counties have common characteristics, that is, large space and high cost performance. Therefore, the Great Wall Haval H6 has become the first choice for many consumers to buy cars. In addition, Changan CS75, SAIC Volkswagen Lavida, and FAW Toyota Corolla have also become hot-selling models in the county.

In addition, although the reporter also saw Tesla Model 3 and ideal ONE and other new energy models on the road, in the actual store, the reporter only saw Wuling Hongguang MINI EV and Reading Motors for sale. "At present, the acceptance of new energy models by consumers in the county is not high, even the national hot-selling Wuling Hongguang MINI EV is only a few people will buy, as far as road conditions are concerned, when we sell cars, we will also first promote fuel models, after all, now there are few charging facilities, and the tram can't run far." The salesperson said.

From this point of view, although new energy models have been promoted in the sinking market, because charging facilities have not yet been popularized, consumers still have many concerns about pure electric models.

Supermarket exhibitions and caravans have become the first choice for publicity

Although there are no 4S stores in the county, dealers in the city will still do some appropriate publicity for the county and townships to attract consumers to buy in stores.

The reporter went home this time and found that the car brand in the supermarket was doing exhibitions, and the sales consultant was also actively introducing the model to consumers. "I do some exhibitions every year, and since the beginning of the epidemic, supermarkets have done more. One is to promote the brand, and the other is to explore the purchasing power of the sinking market. The salesperson told reporters.

In addition to the county seat, the reporter also learned that in rural areas, from time to time, small caravans (propaganda vehicles) will enter the hinterland of the countryside for broadcast publicity, which includes discounts and promotional policies such as store gifts. This type of publicity usually appears before the festival and is usually only used when there is a car show. However, one of the drawbacks of this publicity method is that it is fleeting, and it is difficult for consumers in townships to have in-depth communication with sales personnel.

For more remote rural areas, there are fewer ways to obtain car policies, and the only way to know about car deals is to call or visit a store. However, when the reporter went to the countryside this time, he found that cars are also slowly popularizing, and many houses are parked in front of them, mostly SUV models.

The reporter randomly asked several car owners who had cars parked in front of their doors, most of them learned about the car brand from relatives and friends, and then checked the information from the Internet for comparison, chose the model that suits them, and then experienced word of mouth from the villagers. At present, the car brands that appear more frequently in the entire village are Great Wall Haval and Changan, and these two brands are also the best-selling brands in the entire county.

As for new energy vehicles, villagers do not consider them at all, firstly, the road conditions do not allow, and secondly, the practicality is too low. Therefore, even if there is a policy of new energy going to the countryside, no one cares. In this regard, Wang Kun said: "In terms of use scenarios, rural users pay more attention to the economic practicality of vehicles. At present, most of the infrastructure construction of electric vehicles is concentrated in large cities, and rural areas have not yet been popularized. Therefore, even if new energy vehicles are carried out to the countryside, it is difficult to leverage the explosive power of the sinking automobile market in a short period of time. ”

Zhao Yongqi, an observer in the automotive industry, also agreed, saying: "Although the growth rate of new energy vehicles is fast, the consumption concept of rural consumers is relatively conservative, and the acceptance of new energy vehicles is not high. And because the charging facilities are not perfect, it is easy to cause travel difficulties for rural residents. Secondly, the subsidy is aimed at models below 150,000 yuan, and at this price, fuel vehicles have many choices, and new energy vehicles are not competitive. ”

Through this visit to the store, the reporter found that although the number of cars has increased. However, in the county, consumers are more cautious when buying cars, and most of the vehicles purchased are models with higher cost performance. This has also led to polarization in the market, with brands that meet the needs not worrying about selling, and other brands having difficulty in closing. However, it is foreseeable that with the continuous advancement of national policies, the car purchase market in county-level cities will also be further stimulated. At this time, more market opportunities may appear.