Middle and High-end Auto Market Segments Reshape the European Union into Three Strong Situations

The competition of brand power has become the basis of competition in China's mid-to-high end automotive (B-Class) market segments.

This segmented market, with huge profits and large demand, can consolidate and enhance the brand image and influence, making it a must-have for vehicle manufacturers. Although this segmented market has formed a market pattern with Japan, Germany, and the United States as its main players after fierce competition in 1978. However, with the addition of more brands, the pattern is also changing. Among them, the most eye-catching performance is the emergence of emerging forces represented by the Dongfeng Peugeot 508.

The pattern of China's mid- to high-end auto market segments is being restructured. In response to this trend, the newspaper Automotive Research Institute and Gasgoo.com conducted a joint investigation. The current investigation period was from September 13 to 19, with a total of 1,682 industry participants participating in the investigation. The survey results show that 49% of people believe that the competitive landscape of the mid-to-high-end car market will change significantly in the past two years, but compared with those who hold opposing positions, it also accounts for 41%.

The reason for this disagreement is that the pattern of this market segment has been relatively stable within a certain period of time. New entrants have shown a strong growth trend at the beginning of the market, but how long this situation can last for a long time remains to be seen. Inspected. Proponents believe that new entrants have great changes in their product strength. They have brought the extension of B-Class vehicles to C-Class vehicles to a new level in their products, which is the key to their competitiveness.

The size of the three-line structure through the investigation of 36 products in China's high-end automotive market segment found that the real competition in this market segment is clearly not yet fully stabilized.

For a long time, there are Japanese brands represented by Toyota and Honda in this market, the Ashkenazi represented by Passat, Magotan and BMW 3 Series, and American brands represented by Buick Regal and LaCrosse. The leading force of the market constitutes the framework of China's mid- to high-end auto market segments.

Specifically, Japanese brands were negatively affected by the strong earthquake in Japan in March this year, and some models have limited production capacity. Although the total sales of Japanese brands from January to July showed a 6.6% year-on-year decline, they still led the domestic B-class market with 364,400 vehicles.

Following the Japanese brand is the German brand, benefiting from the listing of Shanghai Volkswagen New Passat and FAW-Volkswagen 2011 CC, plus the strong performance of Skoda Hao Rui, Audi A4L, BMW 3 Series, and the German brand from January to July. The increase of 22.6% increased the gap with Japanese brands by 258,800 units.

Among US-based brands, the sales of New Regal saw slight fluctuations (from 4% to 4.36 million in January to July), which caused the entire camp to decline 2.6% year-on-year. From January to July, US-branded B-Class models were realized. Sales of 162,200 vehicles.

At the same time, the European brands in this market are further subdivided.

July 10, 2011, Dongfeng Peugeot 508 series models listed, its price advantage in the configuration, it has gained great market recognition. After the first month of listing, its sales volume reached 4,544. According to previous news, the Peugeot 508 production plan for the entire year was around 17,000 units. Therefore, the achievement of this achievement in August should be a good start.

Based on this, the market level believes that the European brand is also in the formation of the three strong situation centered on the Passat, the new Magotan and 508, and gradually become the leading force in the mid-to-high end automotive segment.

This may be the beginning of the reshaping of China's mid- to high-end auto market segments, and this reinvention is due to the competition in the product quality of Class B vehicles.

C-level competition In the face of the constant influx of newcomers, how can mid-to-premium models win this old-fashioned topic in the auto market? From the survey results, the industry generally believes that "precise brand positioning", "high cost-effective products" and "high-quality after-sales service" are the three key factors to win, respectively, obtained 26%, 23% and 22% of the people Recognition. In addition, "strong integrated marketing strategy" and "heavy gold brand promotion" have also been regarded by 14% and 10% as non-negligible links.

In the survey, industry insiders generally stated that Dongfeng Peugeot 508 is more clever in timing choices for entering middle-to-high-end segments. When the Japanese car was in crisis and the other two European products were not formally put into the market, it caused great concern in the entire market. At the same time, on the product, the Dongfeng Peugeot 508 pushed the entry barrier, and the configuration used before in the C-Class was applied to this product. This is an excellent way to gain market recognition. As far as sales are concerned, the Dongfeng Peugeot 508’s largest-selling models are all derived from its top models. This shows that product power is a powerful tool in the market, and it also proves that the “high cost-effective products” in the survey win the middle to the middle Important location.

As the Chinese auto market matures, the influence of service brands has an extremely important force in the entire competition. In the same way, the late-generation Sonata 8-generation series launched "5-year or 100,000-km" measures against the market segment, which was the key to its success in North America. In this survey, 45% of the respondents believe that the difference in brand service between departments is not significant, and 30% of people believe that the service level of European brands is in the leading position in the entire industry. 25% of people believe that newcomers have a higher level of service.

Of course, to become a winner in the mid- to high-end segment, the strategic support of vehicle manufacturers is even more important. Japanese brands are in the process of adjustment. The marketing power of US-based brands is stronger, and European-based brand-based products are more able to gain market recognition. As a newcomer, Peugeot brands need to give longer-term plans. From the 508 point of view, this is a product launched after PSA Group's platform integration, which has begun to gain market recognition. In the survey, 43% of people believe that the brand's influence in the mid-to-high end market is gradually increasing, and that the people who watch good people account for 37% of the votes.