From：Internet Info Agency 2020-11-03 15:44:08
According to data provided by the China Passenger Car Association (CPCA), China’s annual sales of MPVs in 2018 were 1.665 million, and in 2019, 1.371 million were sold. In the first nine months of this year, the cumulative retail sales of MPVs was 734,000 units. The author conservatively estimates that the sales volume in the Q4 quarter of this year can be around 300,000 units, and the annual sales volume of MPVs is expected to exceed one million units. However, compared with 2018 and 2019, this data still shows a clear downward trend. The cause of the epidemic this year is certainly an important objective factor, which has a negative impact on consumer behavior in the overall automobile market to varying degrees. Observed from objective data, however, the overall SUV market has strong self-repair capabilities and a high degree of recovery, which indirectly reflects that consumers' recognition and confidence in SUV products have maintained a relatively high level, while the MPV market has recovered slightly slow.
Who are the main consumers of MPV models? Is it a family with a second child? Obviously not. The dominant player in the long-term sales of MPV models is Wuling Hongguang, followed by Buick GL8. In the first nine months of this year, Wuling Hongguang and Buick GL8 accounted for half of the MPV camp. Small and medium-sized business owners, industrial and commercial households, and business vehicle travel demand are the main rigid demand for MPV products.
Where is the main consumption of family cars?
In this range of average monthly sales of 2,000 to 3,000 units, Odyssey, Alison, Trumpchi M6, and Jiaji have formed a relatively stable second lineup, with prices in the two ranges: 100,000 yuan to 150,000 yuan, and 230,000 yuan to 370,000 yuan. In addition, the price range of Volkswagen Viloran is from 286,800 yuan to 399,800 yuan. After the launch, its monthly average sales reached 2,000 units. In addition, Trumpchi M8, which is priced between 180,000 yuan and 260,000 yuan, is also highly regarded by consumers.
From the above data, we can find that there is actually no MPV model on the market that really takes care of both family and business. However, this status quo is expected to change. On October 31, the Roewe iMAX8 was officially launched. This is also the first MPV model of the Roewe family. There are four models with a price range of 188,800 yuan to 253,800 yuan. The Roewe iMAX8 product itself has added many cutting-edge technologies. In terms of power system, there are 2.0T high-power engines that incorporate SAIC's cutting-edge technology, and special optimizations for chassis suspension and NVH silence. In terms of application scenarios and technical configuration, it takes into account the dual needs of family travel and business vehicles. After the listing conference, the executives of SAIC Motor Corporation accepted an interview with the media present.
Q: What measures does Roewe have to deal with the price drop of joint venture brands?
Yang Xiaodong, general manager of SAIC Motor Passenger Vehicle Company, said: Buick GL8 is the king of business MPVs, while Roewe iMAX8 is an MPV that meets the dual needs of home and business. Multi-scenarios such as family travel and business activities are supported based on product functions and technology. First of all, safety. At a later date, we will release third-party crash test results to verify its safety. Second, its space. One is the demand for family cars and business cars, while also taking into account the pain points of urban driving and parking. At present, there is no MPV model whose third-row seats can be moved among products of the same level, and iMAX8 is the first. The third point is comfort. Aviation seat design, leg support, and seat comfort, whether it is short or long distance, can provide the most comfortable sitting feeling. The fourth point is technology. The first magic bar in the industry, the front is a refrigerator incubator, and the rear can be adjusted according to the needs of users. The fifth point is convenience. The ground clearance is very suitable, suitable for all ages, and business vehicles are just right for all kinds of people. The sixth point is core performance. Let driving MPV is no longer a boring thing, its driving control is very good. The seventh is the good quietness of the vehicle. As a result, various indicators that meet high-quality MPV are created. The goal of Roewe iMAX8 is to be the best MPV in the world.
Q: How does Roewe iMAX8 interpret new retail model with Chinese elements?
Yu Jingmin, deputy general manager of Shanghai Automotive Group Co., Ltd. Passenger Vehicle Company, said that since this year, Roewe and the Forbidden City have cooperated with Chinese elements. In the future, the cooperation will continue and use technology to create a new national trend. The iMAX8 was first launched in China, and then it will be introduced to the world market. It will also be guaranteed to enter the European market. This must meet various European standards, including not only safety collision standards, but also vehicle environmental protection requirements.
There are not many MPVs above 200,000 yuan on the market. Yu Jingmin believes that this car will sell well. Roewe mentioned "new retail" earlier, with the aim of "highly transparent, full-time online, one-key direct, one-key commitment". The MPV model is the first time for Roewe, the product is very powerful, and the corresponding service will keep up.
Starting from the pre-sale of the Beijing Auto Show on September 26, the order so far has exceeded 4,000 units, and the intended order has exceeded 12,000 units.
Q: Will there be NEVs in the future?
Cui Weiguo, deputy general manager of SAIC Motor Passenger Vehicle Company, introduced that SAIC's global modular intelligent architecture SIGMA platform can meet products ranging from 2,600mm to 3,000mm of wheelbase, ranging from A-class, B-class, sedan, MPV, SUV, and crossover models. Can be satisfied. The needs of HEV, PHEV, BEV, traditional fuel vehicles and left-right rudder models can be met. At the same time, it can meet the European collision standards in 2021. Generally speaking, this brand-new architecture is completely for the future market and has strong scalability.
In the current MPV market, because commercial vehicles involve long-distance and inter-provincial vehicles, pure electric models are difficult to meet user needs, so HEV models are mainly used, PHEVs are relatively rare, and BEVs are almost non-existent. But for the technical level, Roewe has complete solutions and plans, and specific products will be planned based on the final needs of the market.
Q: At present, the volume of the MPV market is relatively stable. When iMAX8 enters the market, will it increase the overall market or take the share of other products?
A: There will be competition, but the cake will be bigger. The current supply is not enough, the degree of innovation is not enough, and many potential needs have not been met. We are not a cake grabber, but we want to promote each other in competition and cooperation, and we have one purpose-to make users more satisfied.
With forward-looking architectural module production as the foundation, complete supply chain system as the guarantee, strong technical team as support, broad-sighted leadership team for planning, and keen market demand exploration for implementation, the future of Roewe iMAX8 is very bright. By the end of the year, when its production capacity is ramping up, market delivery will gradually rise.
I, the author, believes that it is normal for short-term delivery periods to be long, but you must not increase the price!
