Auto market enters Sanchakou: The New Deal is forcing auto buyers to go

On January 6, the SUV became the biggest winner of the “2011 Sina Car of the Year” determined by tens of thousands of online votes. As this year's auto market leader, the two SUV models won the annual market performance car, the annual user favorite car and the annual car three highest gold prize, never held this election in the 8th.

“The SUV is the first time to win the Sina annual car, which indicates that the concept of China's consumer car purchase has begun to expand towards diversification, and the pursuit of a more comfortable driving experience and a wider range of travel will become a new trend in the domestic automobile consumption market this year.” Sina Automotive Editor Su Yuong told reporters.

Consistent with this judgment. According to the latest data from the China Association of Automobile Manufacturers, the overall growth rate of the Chinese auto market in 2010 reached 30%. Sales volume of SUVs and MPVs increased rapidly, with a year-on-year increase of more than 50 percentage points over the same period.

“The introduction of the Beijing Restriction Purchase Order has directly pushed up the consumer’s budget for car purchases. The scarce resources of the Beijing brand have led consumers of the first-time car buyers to look more at mid-level models represented by the SUV, and Beijing’s car consumption behavior will be of the national automobile market. This will have an invisible demonstration effect.” Chi Yifeng, general manager of the Beijing Asian Games Village Automotive Trading Market, told reporters that in the context of the gradual deregulation of stimulative preferential policies, a medium-sized, highly maneuverable midsize sedan will become the new darling of the domestic auto market in 2011.

Tightening policies have prompted the mid-level car to heat up

After canceling the car purchase preferential tax policies for cars in the countryside and 1.6 liters or less in 2011, some industry experts believe that the auto market's consumer behavior began to return to rationality, but the Beijing purchase order suddenly fell, and this rationality will be more reflected in the purchase of cars. Preference - The space-sized, fully-equipped mid-size car began to revisit China's consumer horizon after two years of silence.

“We recently conducted a market survey and found that after the introduction of the Beijing purchase restriction order, the average car purchase budget of consumers has increased by 50,000 yuan. Consumers who originally planned to purchase vehicles under 100,000 yuan suddenly focused on 150,000 to 20 yuan. In the price range of 10,000 yuan, the grades of the models have been significantly improved. This result shows that this year's mid-level auto market is likely to heat up,” Chi Yifeng told reporters.

According to data provided by Xinhuaxin for Sina, the sales of domestic mid-size cars ranked second after the compact cars in January-November 2010, and the sales gap with compact cars was about 2.5 million units. Chiyin believes this figure. Will shrink this year.

“Beijing’s purchase restriction policy has made consumers aware that buying a car in the future is not an easy task. To cherish the opportunity for buying a car, consumers are more willing to take a step and use a mid-size car as an alternative model for first-time car purchases. After all, Chinese consumers The face factor will also be taken into account when purchasing a car."

Automobile manufacturers have noticed the impact of policy changes on the auto market's consumer behavior this year. At the end of last year, Dongfeng Nissan New Tianyi unveiled ahead of schedule, and Guangben announced that the Accord will renovate in the middle of the year and Beijing Hyundai's eighth-generation Sonata will be launched. Even Huatai Automobile, which is in transition, will make a transition to be a bet on the mid-level sedan B11. The manufacturers all know that under the background of the deregulation of stimulus incentives, who can preemptively play in the mid-level car market, who will occupy a favorable “topography”?

"In order to warm up the eighth-generation Sonata listed in April, we have added eight Chinese consumers interested in the configuration of the US version of Sonata, from the exterior to the interior, using the technical sense that Chinese consumers like. Armed to the teeth." Li Feng, deputy general manager of Beijing Modern Affairs, told reporters that the restriction of purchases has pushed up the consumption structure of the entire Beijing auto market. Although it is not good news for auto manufacturers, it has brought about the introduction of Beijing Modern Accelerated high-end models. New opportunities.

Second-time car purchase keeps SUV hot

Similar to mid-range cars is the SUV. In 2010, the nationwide sales of SUVs reached 1,326,000 units, an increase of 101.27% year-on-year, which was higher than the average growth rate of passenger cars by 68 percentage points, and became the fastest growing model among subdivided vehicles.

“The facts show that the Chinese people really have a special liking for SUV models. It has a high chassis, a wide field of vision, a large space, and good maneuverability. It is very attractive to consumers who like to travel around the weekend.” According to Chi Yifeng, Currently, the consumer groups who buy SUVs in China are broadly divided into two categories. First, consumers who purchase cars for the second time want to experience the comfortable driving sensation brought by the SUVs; second, the personal pursuit of the fashion appearance of the SUV after the 80s.

"According to market research, theoretically speaking, if the Chinese consumer's consumer potential is fully released, the market share of SUV will also increase by nearly twice, and the scale will be close to 30%." Currently, the market share of domestic SUVs is only 5.2%. It is far below the market share of about 30% of the mature automobile market in Europe, which means that in the next few years, the domestic SUV market still has huge market potential, especially the arrival of the second-wheel car purchase, which provides the demand momentum for SUVs.

In the context of tightening policies, auto manufacturers will obviously not miss the new business opportunities brought about by SUVs. BMW and Mercedes-Benz are accelerating the pace of making their own SUV products; Huatai, Brilliance and other self-owned car companies have also written R&D SUV models into their respective “Twelfth Five-Year Plan” and hope to gain something in the new segment.

Increase or slow down MPV

As the 2010 MPV models suddenly became hot, the industry shouted out the slogan of "personal consumption has come." According to the latest statistics from the China Association of Automobile Manufacturers, last year MPV sales reached 445,400 units, an increase of 78.92% year-on-year.

“With the rapid growth of the MPV market as a whole, compared with the car market, the MPV models have fewer types of supply, and the existing models have a longer time to market, which provides business opportunities for the latter.” said Wang Fachang, Deputy General Manager of FAW Cars. Explain MPV heat.

In 2011, FAW Mazda Ma8 and GAC Toyota Yizhi all entered the MPV market with different selling points, aiming to break the pattern of current Buick GL8, Honda Odyssey and JAC refinement. However, the seemingly buoyant MPV market has become unclear because of Beijing's suspension of official vehicles to increase indicators.

On December 23 last year, the purchase restriction order issued by Beijing clearly stated that in the next five years, Beijing's party and government organs at all levels and full-funded institutions will no longer increase official vehicle quotas and strictly enforce the use of official vehicles. “This is not a good news for the MPV market with a public commercial nature. Other local governments may follow the practice of Beijing and restrict the purchase of official vehicles. This will, to a certain extent, slow down the growth of the MPV market.” Feng told reporters.

The MPV model was hit by the capital purchase restriction order, because the upgrade of the consumer structure brought about by the policy factors will enable the self-owned brand economical sedan to usher in the "winter" of the Year of the Rabbit.

Li Chunrong, deputy general manager of Dongfeng Passenger Vehicles, which did not complete the sales target of 60,000 units last year, told reporters that the lack of visibility and insufficient customer trust are challenges that need to be overcome by auto makers. Under the tightened policy environment, independent brand car companies can only continue to improve product quality, and expand and expand their distribution network to third- and fourth-tier cities.