After upgrading the A-level and B-level market share through the product "combination boxing" strategy, Korean car companies began to extend this strategy to the SUV field.
Before the Guangzhou Auto Show, Beijing Hyundai A0 SUV models were officially launched. After the car joined, Beijing Hyundai has formed a lineup of SUV products including A0, A and B, which will change the current situation of Korean cars in the SUV market.
It is precisely because of the remarkable effect of the product combination boxing strategy that the German and American departments have begun to implement this strategy. According to Shanghai Volkswagen's plan, this year will continue to promote the "umbrella layout" product strategy, which is currently used in the A-class car market. The American-style car represented by Shanghai GM is also emulating the development strategy of the Korean car. Shanghai General Motors, which previously adopted the concept of vertical replacement, started to implement the combination boxing strategy of new and old models in the same time after the listing of the new Cruze, and has already demonstrated it in the field of SUV.
Combination punches extend to the SUV field In recent years, Beijing Hyundai has implemented the same-generation sales of Elantra, Elantra and Lange in the A-class car market, and the B-class car market has launched the “Sonata 8+ Famous Map†product portfolio punch strategy. The level market has achieved good performance.
As far as the B-class car market is concerned, in the first 10 months of this year, although the Sonata 8 showed a certain year-on-year decline, the average sales of the famous figure of 10,000 cars still made the Beijing Hyundai B-class car achieve a 76.28% year-on-year growth. , reached 155,100 vehicles. This increase is significantly higher than FAW-Volkswagen, Shanghai Volkswagen and Shanghai GM, which are leading the B-class market.
In the first 10 months of this year, FAW-Volkswagen sold a total of 217,500 B-class vehicles, up 10.71% year-on-year; Shanghai Volkswagen sold a total of 301,500 B-class vehicles, down 7.35% year-on-year; Shanghai General Motors B-class vehicles sold 254,900 units. It increased by 11.39% year-on-year.
At present, Beijing Hyundai's combination boxing strategy has once again extended to the SUV field. On the basis of this year's first small SUVix25, Beijing Hyundai will launch a medium-sized SUV model in the future to launch the SUV market.
However, in the field of SUV, Beijing Hyundai has bucked the trend. According to data from the National Passenger Car Association, Beijing Hyundai sold 230,000 SUVs from January to October this year, down 11.6% year-on-year. The cumulative sales volume of Dongfeng Nissan SUVs in the same period as Beijing Hyundai sales was 160,900. It increased by 47.7% year-on-year. In the first month of the ix25, which was just launched in September, the sales volume has exceeded 10,000. With the launch of the SUV combination, Beijing Hyundai hopes to change the current SUV sales decline.
Similar to Beijing Hyundai, Dongfeng Yueda Kia has launched the K4, which is positioned higher than K3, on the basis of the launch of the three models of Cerato, Freddy and K3. It wants to gain market share in the increasingly competitive A-class market. .
German-American Plus SUV Market The combination of the Korean box-car products represented by Beijing Hyundai has played a demonstration role. At present, Shanghai Volkswagen, the representative of the German car, and Shanghai GM, the representative of the American car, have begun to imitate the implementation.
Shanghai Volkswagen's combination boxing product strategy first kicked off on the A-class model. The company first launched the new and old Laiyi sales, entered the A-level high and low-level market, and then launched the hatchback A-class model Langxing, and the travel version of the model. At the same time, at this year's Guangzhou Auto Show, Shanghai Volkswagen's other A-class car Lingdu will be unveiled, this car will be positioned higher than the new LaVida.
According to Shanghai Volkswagen's plan, its future combination boxing product strategy will be extended to all levels of products to further meet the current market segmentation needs.
Shanghai GM is also the case. Shanghai General Motors, which has been insisting on the concept of vertical replacement, has not withdrawn from the market at the time of the listing of the new Cruze this year, and has also begun to implement a combination boxing strategy of new and old models. Not only that, on the basis of the Buick brand launched the A0-class SUV model Angola last year, this year, the Chevrolet brand launched the same level model to create a cool, jointly attacking the fastest growing A0-class SUV market.
Previously, GM (China) President Qian Huikang said that according to the needs of the market, GM in China does not rule out the strategy of continuing to implement the same-generation sales of the two generations of models.
The US and German car companies have changed their product strategies and launched a variety of models in the same level to meet the diverse needs of Chinese consumers. The fundamental purpose of this is to compete for the top spot in sales. It is understood that last year GM will hold the throne of the Chinese market sales champion for many years with a gap of 110,000 vehicles. In the first 10 months of this year, sales of the former are still lagging behind.
In the first 10 months of this year, GM sold 2.87 million vehicles in China, an increase of 10.7% over the same period of last year. In the same period, the cumulative sales of Volkswagen's two joint ventures in China, FAW-Volkswagen and Shanghai Volkswagen, reached 2.984 million units, more than GM.
At present, the Chinese auto market has entered a stage of micro growth. In this environment, GM and Volkswagen have launched similar product marketing strategies in China, making the market competition more intense.
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