Who will end the Chinese automobile market "the oldest?"

Sales data

The China Association of Automobile Manufacturers recently released the model sales data for the first 11 months of this year. The top 10 best-selling models in China ranked in order: Excelle, Laguna, Cruze, Jetta, Bora, Santana, Xiali, Sail, Elantra, and Fox (see attached table). ).

Of the 10 models, all of them are joint venture brands – Xiali is a local brand? Well, even if it is, it can be a product introduced by technology. It seems that after so many years of painstaking efforts, local brands have not received enough recognition from the market. Who should blame this?

Among the 10 models, almost all of them are mid-to-low-end products. In addition to Santana, they are all Class A or Class A0 cars. Although Santana is a Class B in size, it has long been a low-end product positioning product. product. Although the luxury car market has grown rapidly this year, although this year's mid-to-high-end auto market is surging, but overall, China is still a developing automobile market. Local brands should focus on the low-end market, and do not rush to the so-called high-end breakthroughs. Attack the B-Class.

Among the 10 models, Shanghai GM 3, Shanghai Volkswagen 2 and FAW-Volkswagen 2; Hyundai, Ford and FAW 1 each, and Shanghai GM and the two Volkswagens have long established a comprehensive competitive advantage that is fundamental for them. Guarantee.

The sales of the 10 models in the first 11 months exceeded 170,000 units, and the total sales volume reached 1.95 million, accounting for 21% of the total domestic sales of cars in the same period, and the market concentration was high. At present, there are more than 100 passenger car brands in China. There are as many as 500 models! Comparing the sales of these 10 vehicles, we know that how serious the excess domestic models are, and the next thing that car manufacturers should consider is to streamline the product lineup and strengthen the brand rather than play with multiple brands. Finally there is good fruit to eat.

The most interesting thing is the old topic of "who will end the old three." Today, among the top 10 best-selling models, the “oldest” that began selling domestically in the 1980s and 1990s actually accounted for two (Santa and Jetta), which made it possible for those new cars to emerge. However, who will end the third child? This is a pseudo-problem. As other manufacturers, especially local brands - because of the "three-year" market segment, the main rival is the local brand - more should be considered, and Where is the gap between Jetta and Santana?

The first is the gap in the competitiveness of the system, which is even more important than the product itself. In the “three years old” product, the most advanced product was once recognized as Fukang. However, Jetta and Santana had a long-standing market. The main reason lies in the superior competitive advantage of North and South China's system, and Shanghai GM’s Super system competitiveness, in the top 10 list, exclusive 3 seats.

Second, under certain market conditions, the role of brand power is also beyond product strength. Whether it is Excelle, the new Sail, or LaVida, the new Bora, if the product power alone, it should not be enough to rank among the top ten, but the strong brand power to make up for the lack of product power.

In fact, the "oldest" is only the name of the same, today's Jetta is no longer the Jetta that year, and today Santana is also a brand new Santana, the concept of speculation is meaningless, what "new three", "new new "Three things", the market has never been a concept, it can only be entertaining.