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Some people described the consumption structure of Chinese passenger cars as follows: Initially, it was an inverted pyramid form. As bus consumption has always dominated, the sales of medium-to-high-end cars have been the largest, once occupying more than 35% of the market share, while the sales of economical cars have been the least; It is in the form of a dumbbell - due to the rise of economic vehicles, coupled with the large base number of mid- to high-end vehicles, the auto market structure is two big and small in the middle; and in recent years, the auto market has increasingly developed into a pyramid form, which is accompanied by the development of mid-size cars. And the continued decline in high-end cars.
In this case, we look forward to China's most promising passenger car market in 2006!
Family Cars: Main A0 level
The fuel crisis in Guangdong in 2005 and a conservation-minded, harmonious society advocated by the government led the government authorities, auto makers and consumers to form a concerted effort to promote the consistency of the consumption structure of the family car and the characteristics of a conservation-oriented society. All indications are that in 2006, domestic small cars will usher in a bright spring. General Motors, Ford, Nissan, Honda, PSA Peugeot Citroën and other joint ventures are each equipped with two or three main models that are lethal, and Chery, Geely, Maple, Hafei, Changan and other independent brands will also launch 1 to 3 new models respectively. .
In the mini-A00 market in 2006, few new manufacturers and models entered, and the main market was Chery QQ and Hafei Lobo. However, in the area of ​​economical cars, the A0-class sedan, which draws on both the advantages of A-class and A00-class cars, is being favored by consumers. For automotive manufacturers, this level of models can drive sales volume up, which in turn leads to an increase in market share and overall profit, which is why they are highly valued.
The production plans of major auto companies 2006 show that Peugeot 206 starts on the 6th of May; Changan Ford Chongqing plant puts on a new carnival; Shanghai GM Chevrolet LOVA and AVEO, SEED Sedan, Sail SRV constitute a huge small car array; Guangzhou Honda will be comprehensive Improve the new Fit sedan CITY, intends to reverse the decline in the sedan fit. Beijing Hyundai will soon be listed ACCENT. According to rough statistics, in 2006, 16 manufacturers across the country may launch more than 25 small-sized vehicles, and A0-class vehicles account for almost half of these models.
In this regard, the car market expert Zhong Shi analysis believes that in 2006 A0-class cars ready to go, the new competition is imminent. In this wave of pushing small cars, once the small car market “outperforms†the overall market, it will have a significant impact on the future pattern of the Chinese auto market.
Intermediate car: strong Hengqiang
In 2005, the domestic automobile market was the year with the fastest development of mid-size cars, the largest number of new cars listed and the fastest growing market share. Relevant statistics show that in the first 11 months of 2005, the market size of 1.6L mid-level home cars with emission prices between 100,000 yuan and 150,000 yuan has reached 500,000, and the market share has increased from 45% in 2004 to 60%, an absolute increase of up to 220,000 vehicles. It can be said that the mid-level car has become the mainstay of the domestic passenger car market.
In 2006, the mid-level auto market is still expected to maintain the largest sales volume and the fastest growing trend in the segment market. At the same time, due to the increasingly transparent profitability of economical cars, many automobile manufacturers will shift their business focus to mid-to-high-end vehicles and will use mid-size cars as the main models.
In the competitive landscape of mid-size cars in 2005, they experienced the “three-year old†from Jetta, Beverly, Santana and the situation of merging with Familia, Excelle, and Elantra’s “new three samplesâ€, and later formed Polaris, Peugeot 307 and Corolla "fine three". With the continuous addition of new cars, Fox, Celato, and Tiida’s “super three-new†pattern were formed. At one time, the mid-level auto market was the most fiercely mixed.
According to expert analysis, 2006 will be another “product year†for the Chinese auto market. More new cars will join the competition in the mid-size car market. Among them, the most noteworthy is the 8th generation of Dongfeng Honda Civic. Although the new models will also bring bursts of auto market, but the long time to market, the market has a large quantity, reliable quality, mature brand models, will still be favored by consumers. The strong and constant competitive landscape will make many new models difficult to surpass.
Senior high car: staged a new car battle
In 2005, the domestic mid-to-high-end car market appeared a bit stunned, and it even experienced a declining crisis. According to statistics, the market share of mid- to high-class cars has dropped to around 20% this year. Although the share dropped, there were also many mid-to-high-end vehicles that were listed in 2005, including Beijing Hyundai NF Yuxiang, Toyota Crown, General Buick Wing Royal, Passat Tingyu, Audi New A4, Toyota Reiz, and others. These new models, with their different positioning, differences in appearance and configuration, and higher cost performance, have injected fresh blood into the high-end car market.
In 2006, compared with the economical sedan, where profits are increasingly thin and are subject to pressure from the current prices of raw materials such as steel and chemical products, high-end car profits are still promising. Moreover, with the increase in the number of car-changers in China and the purchase of second- and third-car consumers, the potential of the mid-to-high-end car market remains high. Therefore, this market will continue to attract heavy investment from manufacturers. In addition to deep intensive cultivation on the original models, the introduction of heavyweight new vehicles will be a magic weapon. For example, Guangzhou Automobile Jiamei, Dongfeng Nissan New Bluebird, Southeast Blue, Dongfeng Citroen B53, FAW-Volkswagen Sagitar and Shanghai GM Regal change cars.
Car analyst Jia Xinguang predicts that the new-vehicle war of mid-to-high-class cars will be inevitable this year. In addition to the model war, the configuration war is a new feature. The customer groups in the mid-to-high-class car market not only pay attention to the price, but the car configuration is the consideration of these customers. The main factors, so new cars listed this year, will make a big fuss about the configuration. At present, most of the mid-to-high-end automobile markets in China are some of the world's most important companies. They attach great importance to the value of the brand. It is expected that there will be no chaos in the market's price system.
Luxury car: strategy is king
Although the luxury car market didn't have the same dazzling price cuts as last year, one thing was enough to shake the entire car market. That was Mercedes-Benz's localization. Its significance is that the three luxury cars from Germany - Mercedes-Benz, BMW, and Audi have officially set a competitive position in China. Although there were also Cadillac before, but because of its alternative shape, it is impossible to get rid of the positioning of small cars in China. Although Mercedes-Benz and BMW have never regarded Audi as a competitor from the bones, their pricing is none other than targeting Audi. For this year's luxury car market's expectations, Xiao Min, Audi's marketing director of FAW-Volkswagen sales company predicted that the growth rate is equal to the average increase of the auto market, which is between 10% and 15%.
Although the Mercedes-Benz, BMW, Audi three luxury cars have their own technology content, but from the car's technical differences, process quality, comfort, safety and driving operation, the three famous cars are not much difference. In 2006, with the gradual transformation of domestic Mercedes-Benz's localization and the concept of BMW, this pattern will fundamentally change, and the full competition of luxury cars will be further revealed. "BMW's real opponent is himself!" said Fang Zhiyong, senior vice president of BMW Brilliance Automotive Co., Ltd. The decisive battle of luxury cars will be more tactical, and “mutually setting†each other in terms of price and configuration is expected to become the most commonly used strategy in competition.
MPV: The market will extend to both ends
In 2005, the proportion of MPV in passenger cars was still very small, and the sales volume was less than 5% of the cars. However, there have been many changes in the market. First, the growth rate has accelerated. From January to October last year, MPV sales reached 110,179 units. Second, the changing pattern is the prominent feature of the MPV market last year. Although JAC Refine has consistently ranked as the leader in cumulative sales, the second and third positions have been rewritten several times. The change of a market segment pattern is so great and so frequent that it is still rare in the automotive market, showing the fierce competition in the MPV field.
In 2006, due to the rapid growth of the sedan market, some wealthy consumers began to turn their attention to MPV. At the same time, the special nature of China’s economic development also provides a special space and direction for the development of MPV in China. There is still much room for development.
However, according to expert analysis, from the perspective of market trends, MPVs have a tendency to develop at both ends of high-end and mid-to-low end, and mid-range business MPVs will face severe tests. The glory of the mid-range business MPV in 2005 is obvious to all, and the competition in this area is also the most fierce. Hot sales have attracted many competitors. The low-end car will increase its quality and performance, while the high-end car will extend downwards. Many models gathered here, inevitably a fierce competition.
In addition, with the advent of the family's second car consumption era, people's consumption concepts will change, and home MPVs and small MPVs will have better development prospects. In fact, in 2006, Jiangling Landwind Small Home MPV went offline. In addition, Chery, Chang'an, Changhe, and Suzuki’s joint ventures all had corresponding product plans, and it was bound to cause a new product boom in home MPVs.
SUV: Fighting High-end SUVs
Since the second half of 2004, the SUV market has grown significantly slower, with sales for the whole year being generally lower than expected at the beginning of the year for SUV manufacturers. In 2005, this trend of slower growth continued, with growth lagging behind the broader market. On the whole, in 2005, economic SUVs with the cost of less than RMB 150,000 were still the main force, but the economic SUVs relying on appearance wins no longer, and the living space became narrow, while the mid- to high-end SUV products have experienced more than a year. After the "fight" of time began to come to the fore, ample stamina gradually emerged. In 2005, Beijing Jeep, Changfeng Cheetah, Zhengzhou Rihe, Great Wall Hafu, Jiangling Landwind, Dongfeng Honda, and FAW Toyota together accounted for approximately 80% of the total SUV market, indicating that the market share of mid- to high-end SUV brands has increased.
Li Qing, general manager of China Automotive Industry Consulting and Development Corporation, believes that the main factors affecting the SUV market in 2005 include cooling economic growth, rising prices, raising interest rates, raising production and operating costs, changes in interest rates and exchange rates, shrinking auto consumption credit, and repeated international oil prices. Rising and many other aspects. Zhu Junyi, an analyst at the Shanghai Information Center Automotive Industry Development Research Group, predicts that the overall strength of the mid- to high-end SUV will remain the same as it appeared in 2006 relative to the overall sinking of low-end SUVs.