According to data released by the China Association of Automobile Manufacturers (hereinafter referred to as the China Automobile Association), in 2014, China's passenger vehicle market sold a total of 19.76 million units, an increase of 9.89%. Among them, the Japanese and independent growth rates were lower than the average. The German, American, Korean, and legal growth rates were all above average, with the legal system being the fastest, with a year-on-year increase of over 30%.
According to the analysis, thanks to the accelerated introduction of products, the sales of legal car companies in the entry-level A and SUV segments are more obvious. The products represented by 301, Elysee and 3008 are all legal sales growth. An important driving force.
In comparison, the performance of the Korean market in various market segments is not balanced, especially in the high-speed growth of the SUV market, many models do not increase sales.
High growth in legal cars In 2014, except for Japanese, the growth rate of other foreign brands exceeded 10%. Among them, the representative of the legal system, Shenlong Automobile, sold a total of 727,000 vehicles in 2014, a year-on-year increase of 31.2%. In 2014, the German, Japanese, American, and Korean companies sold 3,940,900, 3,095,200, 2,255,500, and 1,760,100 units, respectively, with year-on-year increases of 16.9%, 5.6%, 13.7%, and 12%.
"In the past two years, the legal system products have been pushed faster, which has promoted sales growth." Cui Dongshu, deputy secretary general of the Association, pointed out to the reporter of "Daily Economic News".
Since 2014, the legal representative car company Shenlong has successively launched a variety of products such as 301, Elysee, 2008 and 3008. Among them, the products represented by 301 and Elysee are mainly engaged in the entry of the A-class car market. In 2014, 301 sales of 71,000 vehicles, an increase of 1305.5%.
According to Cui Dongshu, the entry-level A-class market is also the most potential area in the current A-class car market, with an average growth rate of around 20%, far exceeding the average of the A-class sedan market of 6%.
In 2014, the cumulative sales of domestic SUVs was 4.106 million units, an increase of 36.4% year-on-year. In this context, the performance of the French SUV is remarkable. The Peugeot 2008 and 3008 models sold a total of 113,000 vehicles in 2014, contributing 16% to the overall sales of Shenlong.
"In addition to products, the legal system has also made rapid progress in technology." Cui Dongshu pointed out. In the past two years, Shenlong Company has carried out a comprehensive power upgrade of its products. It has introduced a number of turbocharged engine products such as 1.6T and 1.8T. It wants to replicate the previous technical marketing route of the public to achieve brand breakout.
In fact, for a long time before, the French company was more conservative in terms of technology introduction. For example, in the case of gearboxes, when most mainstream companies have entered the 6-speed gearbox, the legal system is still in the 4th speed era. It has made it difficult for legal brands to get rid of the backward brand image for a long time.
However, this situation has gradually improved with the release of Shenlong's 2012 “E-strategyâ€.
The data shows that most of the products that Shenlong has completed the power update have achieved a year-on-year growth rate higher than the market average. For example, Dongfeng Peugeot 408 accumulated sales of 64,000 vehicles in 2014, an increase of 15.6%; 308 cumulative sales of 94,000, an increase of 15.7%.
The Korean system is difficult to conceal the SUV dilemma. Compared with the legal system's breakthrough in various market segments, the Korean performance is not balanced.
The growth of the Korean cars in 2014 mainly came from the car segment, and the advantages in the small and medium-sized car market remained stable. Products such as K2 and Rena continue to achieve year-on-year growth in the context of shrinking overall A0-class car market; while A-class car combinations formed by K3, Freddy and Langdong and Elantra continue to grow. In addition, the famous models in the A+ and B-markets and the K4 models have grown rapidly after the listing. The monthly sales of the famous maps have remained above 10,000, and the current monthly sales of K4 is also around 9,000.
However, the Korean system is weak in the high-growth SUV market. According to the statistics of the Association, among the Korean brands, in addition to the listed Beijing Hyundai ix25, other major SUV products all experienced declines, the most of which fell by more than 50% year-on-year.
“Korean has a first-mover advantage in the field of SUV, but in the past two years, there has been some backwardness in the follow-up force of the products, and it has not been able to grasp the market opportunities well.†Cui Dongshu commented.
For example, in the fast-growing small SUV market, as early as more than two years ago, when the SUV products of many mainstream car companies were limited to one or two models, the Korean system had already formed a combined layout in this market segment, such as Beijing. Hyundai, its SUV camp has a variety of models such as Shengda, Tucson, ix35. However, the pace of catching up with competitors is very fast. For example, Shanghai GM has completed a “group-style†layout from small to medium-sized in recent years. In comparison, the Korean small SUV was launched late, Hyundai ix25 only entered the market in October 2014, and Dongfeng Yueda Kia's similar products will wait until the first half of 2015.
Another threat facing Korean car companies is that their own brands are adding to the SUV market. At present, the share of independent brands in the overall SUV market is close to half.
In 2015, Korean car companies represented by Beijing Hyundai and Dongfeng Yueda Kia will challenge sales targets of 1.16 million and 750,000, respectively. In an increasingly competitive environment, how to further strengthen product competitiveness has become a problem that Korean car companies need to solve.
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