Recently, I read a sales data of the US auto market. According to statistics, the number of new car registrations in the US in 2014 was 16.53 million, an increase of 6% compared with 2013. Among them, the top three best-selling models in the United States are all pickups (Pickup or light trucks), which sold 753,851 units for the Ford F150, 529,755 for the Chevrolet Silverado and 439,789 for the Chrysler Dodge 1500. The fourth and fifth places are Camry and Accord.
The United States has a highly developed road network, and Americans love the pickup trucks all over the world. Therefore, the high sales volume of American pickup trucks is also reasonable. We all know that the American auto market is an open market, and anyone can sell a car as long as it meets the relevant technical requirements. There are many popular sales of pickup trucks in the United States. In fact, many auto giants have developed and launched a variety of large pickup trucks for the United States for many years, but the best-selling pickup trucks in the United States are still all American brands. This is because the advantages of the US-based pickup truck have been fully released in the development of many years, and gradually formed its own unique competitive advantage, and led the Americans to use the pickup habits of pickup trucks. In this situation, other brands of pickups simply cannot shake the market position of the US pickup truck. Although in the field of cars and small cars, American car companies are under tremendous competitive pressure from other car companies, they have retained the pickup truck – almost the entire market share of this largest market.
The success of the American pickup truck reminds me of China's independent car companies. We all know that the market share of China's autonomous car companies experienced a bleak "twelve consecutive landings" last year, and this situation was improved until the country's new round of energy-saving subsidies began. However, if we look at the sales situation of the various branches of the Chinese auto market in detail, we will find that although the sedan market has been seized by foreign auto brands, it is difficult for independent auto companies to enter the higher-level areas, but in the field of SUV and MPV. Autonomous car companies have gained a lot.
According to the statistics of the China Automobile Association, in 2014, China's automobile production and sales were 23.722 million and 23,419,900, an increase of 7.26% and 6.86%. The production and sales of passenger cars totaled 1991.98 million and 19.76 million, up 10.15% and 9.88% year-on-year; SUV production and sales was 4,166,500 and 4,707,900, up 37.70% and 36.44% year-on-year; SUV production and sales accounted for the proportion of passenger cars respectively. 20.92% and 20.7%, the SUV market still maintains a strong vitality. In the top ten models of SUV sales in 2014, the independent SUV grabbed three seats. Among them, the domestic Haval H6 won the SUV sales champion with an absolute advantage of annual sales of 315,900. However, with the centralized listing of independent SUV models and the low price of low-end SUVs of joint venture automobile brands, the competitive pressure in this field is becoming increasingly fierce.
Looking at the sales volume of MPV, the cumulative sales of MPV in the country in 2014 was 1.855 million, an increase of 41.6% year-on-year, which is more than four times the overall growth rate of passenger cars nationwide. In 2013, domestic MPV also maintained a growth rate of 41% year-on-year. It can be seen that the MPV market has shown a crazy growth trend. Among the top 10 MPV models sold, the auto models grabbed nine places. The market advantage of China's native MPV is gradually emerging, and its future market position may form its own unique competitive advantage like the US native pickup, and completely win almost all MPV market share. Among them, Shanghai GM Wuling and the Jianghuai Ruifeng series MPV model, known as “MPV Manufacturing Expertâ€, have been sought after by the market and become one of the biggest winners in the independent MPV market.
We have seen that due to a series of policies, such as the joint venture model and import tariffs, the MPV price of foreign auto brands is currently at 200,000 and 300,000, and the import MPV is as high as 560,000 or even nearly one million. The model is destined to go into the homes of ordinary people, and it is precisely the domestically produced independent models that meet the needs of civilian cars. Therefore, this advantage belongs only to autonomous car companies. Whether now or in the future, the tentacles of joint venture MPVs will never enter the "territory" of autonomous car companies, and importing MPVs is even more impossible.
At present, the 7- or 8-seat low-cost boutique MPV for ordinary families is the main direction of growth. The success of the Wujun Hongguang S upgraded version of Baojun 730 has enabled many independent auto companies to see the huge potential of this emerging market. Now many auto companies have announced plans to develop this field. For example, Jianghuai's first small MPV Ruifeng M3, which was unveiled at the Guangzhou Auto Show (microblogging) last year, has been confirmed to be officially launched on March 18 this year. The car has a wheelbase of 2810mm, adopts a 7-seat/8-seat layout, and is equipped with 2.0L and 1.6VVT engines. It has already reached the national five emission standard. The M3 is basically in line with the current market demand for MPV to be exquisitely designed, flexible, inexpensive, and versatile. In fact, from the sales volume of several small MPVs that were first listed, such as Changan Uno and Dongfeng Liuqi Lingzhi, the sales volume in 2014 was more than 120,000, and the growth rate was much higher than that of passenger cars. The overall level, so this level of market prospects will be very optimistic.
When it comes to the business MPV market, it is natural to talk about the Buick GL8. This car has always been the benchmark for the domestic commercial MPV market, but its market share has shrunk dramatically, from nearly 70% in the peak period to the current level. Less than 5%, more rising market share was taken away by independent car companies.
There are many car market observers who believe that the next breakthrough point for domestic automakers is MPV, and the author is deeply convinced that the advantages in this field are becoming more and more obvious. Since autonomous car companies have strong subjective initiative, this is one of the biggest advantages of autonomous car companies. They often find opportunities, aim at opportunities, actively develop and launch models, and can capture market dividends. The joint venture car companies must rely on overseas headquarters. Unified deployment, if there is no suitable model, it can only lose business opportunities, so I said that the local market advantage of independent MPV is worthy of intensive work.
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