2018, be destined to want to become rough year, especially to domestic car market character. Of SUV myth undone affected Chinese brand not just, also include a share joint-stock brand.
A few days ago, ma Zida government is announced was in in August China sales volume circumstance. Data shows, ma Zida August 22, 369, relatively the corresponding period decreased last year 12.7% . The accumulative total sales volume of 1-8 month is this year 188, 805, relatively the corresponding period grew 2.5% last year, refresh 1-8 month brand is in China the historical record of accumulative total sales volume. Among them, one steam horse amounts to sales volume to be 76184 oneself, decrease compared to the same period 1.9% ; Chang'an horse amounts to sales volume to be 112621 oneself, grow 5.7% compared to the same period.
Sales volume glides, depreciate change the market
Chang'an horse amounts to CX-5 oneself, regard Ma Zida as one of important models in home market. Enter after 2018, below the big environment that glides in domestic SUV sales volume, market performance also rises and fall errant. In August, CX-5 sales volume is 3212 only, comparative this year in January 5900 sale, sales volume glides be as high as 57.6% . Low confused sales volume expression, also amount to whole brand to bring huge loss oneself to Chang'an horse.
Actually, odd with respect to product strength, chang'an horse amounts to CX-5 oneself " fetch is moved " design, achieve gallop blue sky technology, plus " forces syncretic " hold accuse to feel make a person infatuate indeed, but the problem that suffer from brand locates, chang'an horse amounts to CX-5 to cannot wait for compare of compact level SUV with the RAV4 Rong Fang that fastens a brand for day together, strange fine horse, CR-V from beginning to end oneself, plus buy model of this level SUV, most consumer should is more than to the need of brand, space and configuration drive experience. So, chang'an horse amounts to CX-5 even if to have pretty good product power oneself, make the first selection when consumer buys a car very hard also.
Additional, still have the most crucial is terminal price. Current, competition of domestic SUV market is intense, each agency terminal of old brand has not small privilege. It is with RAV4 Rong Fang and strange fine horse exemple, RAV4 Rong Fang has the nearly 30 thousand yuan privilege that buy a car in Xi'an area, the explore below terminal price goes to one hundred and fifty-four thousand eight hundred yuan - two hundred and forty-four thousand eight hundred yuan; Strange fine horse has nearly 20 thousand yuan of privilege of the left and right sides that buy a car in Xi'an area, terminal price is in one hundred and sixty-eight thousand eight hundred yuan - two hundred and fifty-one thousand three hundred yuan or so. Watch instead, chang'an horse amounts to CX-5 to buy a car to have cash privilege hardly oneself, only 1000 yuan 5 displacement allowance, if buy a car first, terminal price still is maintained be in one hundred and sixty-nine thousand eight hundred yuan - two hundred and forty-five thousand eight hundred yuan. Although this one price tastes close than afore-mentioned contest, but brand force of Ma Zida inferiors to be produced at afore-mentioned Feng Tian and day a bit etc. Terminal price privilege is little, also affected the real sales volume of CX-5.
Glide further for what check cotter measures, chang'an Ma Zida must be used lower terminal price, will stimulate the method that sales volume grows directly. Exhibit in the car this year on, chang'an horse amounts to CX-5 government privilege oneself 8000 yuan, but the price after privilege still does not hold a dominant position, figure from this, the favourable strength later period of CX-5 still will expand further.
Shift new car, grab the market
Mention Ma Zida, a lot of people can remember " paranoiac " , " hold had accused " , " rotor engine " , " fetch is moved " , " the space is little " wait a word a moment, really such also horse amounts to a feeling to live in his world all the time oneself. Take a product to introduce will tell, though Ma Zida is in China though have look forward to of two joint-stock cars, but the model that making work at present has 5 only merely however, besides the CX-3 of entrance edition, two cars look forward to has two models each, the model lets Ma Zida less appear very passive on certain level, when among them expression of sales volume of a model is low when confusing, the sales volume of whole brand can appear substantially fluctuant, integral difference also was pulled open.
Watch domestic other instead joint-stock brand, almost the adoption of all of one suit " double car strategy " , do not say this kind of practice succeeded for the moment, but at least to consumer, much a kind of choice. What persistent Ma Zida sells all over the world is same model, namely global model, nonexistent China offers a model especially. . . . . .2018 year the sales volume end that Ma Zida wants to challenge 310 thousand in home, basically be being relied on is to be in China roll out two new cars, it is edition of set limit to of Ma Zida MX-5 Z-Sport and CX-8 of Chang'an Ma Zida respectively. Without doubt, ma Zida carried the treasure detain of Zhen Zaihua sales volume to be on CX-8 of Chang'an Ma Zida.
? From at present the information of exposure looks, CX-8 of Chang'an Ma Zida will continue of familial and newest for generations " fetch is moved " design, integral style and new CX-5 and new CX-9 are similar. Measure respect, the length of new car is wide it is 4955/1842/1733mm high respectively, wheelbase is 2930mm, and whole department used 7 position. Advocate push 2.5L to achieve gallop blue sky lists 4 crocks of natural and inspiratory engine continuously, match 6 fast hands from gear-box of an organic whole.
The Chang'an horse that market reaction compares acumen is amounted to oneself through introducing new product, " trade a volume with valence " will stabilize sales volume, be amounted to oneself as to one steam horse? "Obstinate " should CX-4 also depreciate?
