The SUV market continues to be hot, and more and more car companies are beginning to overweight this market segment.
In just one month since the New Year in 2015, the new models entering the SUV market include SAIC Ruijue, Dongfeng Style MX6, Beiqi Sic Bo X65, Great Wall H8, Dongfeng Liuqi Renovation Jingyi X5, and a new generation of Toyota Landa, Dongfeng Yueda Kia proud and so on. There are still a number of new SUV models covering joint venture brands and independent brands.
In fact, these are only a stage for domestic automakers to step up the layout of the SUV market. In the past three years, with the continuous surge of the domestic SUV market, almost all car companies ranked in this segment of the market, in order to get the "cake" of the bull market. However, the new car is also pushing the competition in the SUV market. So, how much room for growth in the next SUV market? What new market characteristics does this market present? For car companies, this is a problem that needs to be seriously explored in the next stage of development.
New cars get together "At least in the next five years, SUVs will still be the mainstream models in the domestic auto market. It is expected that there will still be a large incremental space. In the past two years, the growth of the domestic SUV market can basically maintain an increase of more than 30%. In 2014, it exceeded 35%. The SUV market in 2015 is expected to maintain a similar growth rate,†Chen Anning, executive deputy general manager of Chery Automobile, said in an interview.
Chen Anning’s words also revealed the minds of most car companies to a certain extent. In fact, in the past three years, the growth rate of the domestic SUV market segment has basically maintained a straight upward trend. According to the statistics of the China Automobile Association, from January to February this year, the overall sales volume of domestic SUVs was 818,100 units, an increase of 46.17%. China Association of Automobile Manufacturers also predicts that SUV sales will reach 5.1 million in 2015.
From the current market situation, the increase in the SUV market is actually the confidence of many car companies to increase the market. It is understood that in addition to the new SUVs already listed above, there will be GAC Chuanqi GS4, Changan Ford Sharp, Jiangling Ford Road, Dongfeng Nissan Newcomer, BYD S3, Dongfeng Honda New in 2015. CR-V, Jiangxi Isuzu MU-X, domestic Jeep free light, Infiniti QX50, domestic Mercedes-Benz GLA, domestic BMW X1 long-wheelbase version, Haval H7, Haval H5, Huatai A25 and many other SUV models. Among them, the compact SUV model will become the segmentation market in this market segment and the collective focus of car companies. It is reported that in addition to self-owned brand car companies and joint-venture brand car companies whose market share continues to increase, in the next two years, luxury car brands such as Mercedes-Benz, Volvo and Cadillac will also launch small SUV models to join this market segment.
Some analysts believe that the premium ability of SUV models is much higher than that of cars, which is one of the leading factors in the market for SUVs. For example, in the current independent brands, the main profit of the Great Wall comes from the Haval brand, and among the foreign brands, Highlander has also become the profit cow of GAC Toyota. Under this circumstance, the automakers who did not have SUV models have launched SUV models, and the automakers who have tasted the sweetness of SUVs hope to deploy more SUV models to meet this round of market “replacement tideâ€.
In fact, it is precisely because of the optimistic prospects for the development of the SUV market, coupled with the high-yield considerations of SUV models, in 2015, whether the joint venture car companies or independent car companies are rushing to launch SUV models, and as a strategy The model is placed on the market. Relevant statistics show that in 2015, there will be more than 20 new models of SUVs in the domestic SUV market. In addition to the models already in the market, nearly 100 SUV models in the domestic SUV market will be “grabbing†in the market.
Pattern fission, however, as more and more hands explore the SUV market, the competition in this market segment is becoming increasingly hot. Analysts believe that at present, the domestic SUV market segment has gradually evolved from “blue ocean†to “red seaâ€. The SUV market capacity will not expand endlessly. Car companies must seize this high-growth opportunity, but also realize the competition. The risks that come with it.
In fact, from the market sales data of the SUV market, after the first two years of explosive growth, the SUV market began to show a “cooling down†trend in 2014 – in 2014, the overall sales volume of the domestic SUV market was 4,105,800 units, a year-on-year increase. 36.4%, a high increase of 49.4% in 2013, has dropped by 13%.
At the same time, after the previous round of development, the domestic SUV market structure began to change. “In the new SUV models launched in the domestic market in 2014, small SUVs accounted for nearly 20 models, which further lowered the price while dissipating the displacement.†Zhang Zhiyong, a well-known commentator in the automotive industry, said that the overall trend is that The competitive landscape of the SUV market has also begun to gradually change: the market share of self-owned brand SUVs has gradually surpassed the joint venture brand; the market pattern of a compact SUV has been broken, and it has gradually extended to more subdivided markets such as small SUVs and medium and large SUVs.
Some analysts believe that compared with the overall car market, SUV is only a small market segment. Once the market gradually becomes saturated, the growth rate will drop significantly, and the development trend tends to the development of normal market segments. At the same time, due to the limited increments, the more models entered, the sales of each brand will appear one after another.
Indeed, from the current situation, in addition to the strength of many domestic car companies to "add a bee" plus SUV, it is also necessary to consider the carrying capacity and market risk of the SUV market. At the same time, in the follow-up how to compete in the increasingly hot SUV market, find more differentiated marketing channels. Among them, innovative communication means and brand marketing test the comprehensive management ability of car companies.
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