At the 13th Beijing International Auto Show, light passengers can be said to stand out against the deserted passenger and truck booths. With SAIC Datong and Foton scenery exhibited by the Group, Jianghuai Xingrui, Brilliance Jinbei, Changan Automobile, Huanghai Ruitu, Jiangling Transit, and Kowloon Motors also took full advantage of the new light passengers. Compared with the year-on-year reduction in the scale of truck exhibitions at the Beijing Auto Show, light passenger companies have increasingly paid attention to the Beijing auto show. This year's Beijing Auto Show, it can be said that all light passenger companies have come up with their own guardian skills, and they are contending at the show.
"Green light passenger" aimed <br> <br> logistics market in recent years, with the development of urban logistics, with light-off as the base car's Frontal continue to force, from product design to configuration, have carried out more Adapt to market demand technology upgrades. Regarding changes in light passengers, Deputy General Secretary Yang Zaijun of the China Passenger Vehicle Market Information Association believes that light passengers are generally developing in the direction of large, medium and small-sized MPVs, cross-border model series, European and American appearance, and modular design. The characteristics of small-displacement diesel engine, maximum power, energy-saving and environmental protection, high-end interior Japanese configuration, special subdivision of chassis, multi-functionalization, and compatibility of passengers and cargoes are obvious. Judging from the light passengers displayed at this year's Beijing auto show, this trend has also been verified.
The reporter noticed at the auto show that many companies have brought in purely electric light passengers that have not yet been listed, focusing on the urban logistics market. More companies directly paint the car body green, meaning low-carbon environmental protection concept. Changan Automobile has introduced Changan Ruixing pure electric city logistics van. This is the latest product developed by Changan Light Truck. According to the on-site staff introduction, it not only saves energy and reduces emissions, but also has fast charging and slow charging functions, which can be selectively charged at home or on charging piles according to specific conditions to meet different needs. According to the reporter's understanding, the car will be officially listed in June and July.
Before the light passenger rookie SAIC Datong booth, its main push V80Hybrid commercial vehicle is particularly prominent. According to Mr. Sun, the project manager of the SAIC Datong Planning Department, this car is the first domestic extension program for electric wide-body light passengers and is suitable for urban logistics and commuter cars. Manager Sun briefed the reporter on its working principle: The incremental power system consists of a power battery, power drive, vehicle control, and auxiliary power system (APU). The vehicle operation mode can intelligently match the best power output mode according to the needs, and it can work in pure electric mode, extended range mode or hybrid mode (HEV), and the fuel consumption per 100 kilometers is only 4.8 liters. The car could not be listed this year. According to Sun’s manager, the price will be lower than pure electric light passengers in the future.
In addition, Nanjing Iveco pure electric commercial vehicle also followed SAIC to participate in the Beijing auto show. At the auto show, Huanghai Automobile, which mainly promotes Ruituo Lightbus, has not made appearances of new energy light passengers, but Li Haiyang, chairman of Shuguang Group, stated that Ruitu Lightbus is planning to launch strategic new energy products. Light passengers have already taken the lead in the direction of new energy.
For city logistics, pure electric mode can adapt to the short-distance transport within the city. At the same time, under the premise of implementing the national energy-saving emission reduction call, new energy vehicles can also enjoy policy subsidies, from the long-term development of urban logistics and transport , New energy and energy-saving models will become a trend.
Personalized demand spawns "small RV"
The light passengers have always been focusing on markets such as business reception, commuting, tourism, and passenger and cargo. At the Beijing Auto Show, the reporter discovered that, in addition to the above-mentioned major market segments, all companies have brought eye-catching “small RVsâ€. Light passenger modified home car. This RV-modified RV is even more "fine" than a large- and medium-sized RV. Although the sparrow is small, it is fully-equipped. The reporter boarded the SAIC V80 family car in the SAIC Chase and found that the car's open kitchen, independent bathroom, dining, and sleeping functions are readily available. Created a "mobile home" in a space less than 6 meters in length. The price of a residential vehicle is usually around 400,000 yuan. Because it is a 6-seater, the blue card is enough, and C1 can drive. For the user, driving and use thresholds are reduced.
The emergence of residential vehicles satisfies the personalized consumer demands in the market, and at the same time, it also takes advantage of the advantages of light passengers. At the beginning of this year, industry insiders pointed out that the demand for high-end light passengers will be exerted in the tourism market and will become the growth point for young passengers. The emergence of residential vehicles has further enriched the passenger car models in the tourism market.
At the auto show, the reporter noticed that Jianghuai Xingrui 6 Series RVs, Huanghai Ruitulvju Vehicles, Changan escort RVs, and Kowloon RVs have appeared in succession. Regardless of whether they are European or Japanese light passengers, they have their corresponding resident cars exhibited. This one-off special-purpose modified car is no longer a leader, Japanese and European light passenger companies want to share a share in this field.
European, Japanese dispute still hot <br> <br> in the light passenger car market, Europe and Japanese models dispute has not stopped, this phenomenon also extended to the Beijing Auto Show. European and Japanese light passenger mainstream companies have appeared in the current auto show, and even the rare Jiangling Ford Transit has appeared in the auto show. At the auto show, in addition to the European light passenger main force Jiangling Ford Transit, Nanjing Iveco, Jianghuai Xingrui, etc., SAIC Chase, Dongfeng Yufeng, Huanghai Ruitu also appeared. The Brilliance Jinbei series, represented by Japanese cars, was unveiled. Ankaibao Stone, who had never participated in the Beijing Auto Show, also exhibited with Jiangqi Group. In addition, there were Japanese models such as Sichuan Modern Connity and Kowloon Lightbus. The Japanese competition is still the highlight of the light passenger booth.
The momentum of the European Department of Light Passengers in the high-end business travel and logistics transportation market continues unabated. Jiang Jinhuai chairman An Jin told reporters that this show, JAC brings light passengers to cover the middle and high end of different levels to meet the needs of different users such as home and business.
Huanghai Bus has brought its main products to Ruijin Road in the light passenger area. According to Ge Xianwen, General Manager of Dalian Huanghai Automobile Co., Ltd., Ruitu aims at the demand of the passenger transport market and logistics vehicles, facing the declining passenger transportation market. With the increasing demand for short-distance vehicles and the ever-growing situation of urban logistics distribution that e-commerce logistics has spawned, Ge Xianwen defined Ruifu as a multi-functional commercial vehicle that can meet various needs to meet the needs of various market segments.
SAIC Chase proposed a plan to produce and sell 20,000 vehicles in 2014 with a market share of 20%. In this auto show, SAIC Chase expressed its determination to enter the market with “Three Actionsâ€, bringing the world’s first ever-extending electric wide-body light passenger vehicle, the V80 Hybrid, to formally launch the MPVG10 flagship model in the entire field. The price of the G10 2.4 and 2.0T models was announced. SAIC Datong is bringing its latest models of its V80 and G10 product lines to the show, marking the official launch of V80 and G10's “two wings†strategy. It is reported that SAIC Datong Overseas Distributors Conference was also held during the auto show and preemptively laid out the global market.
Among the Japanese light passengers, Brilliance Jinbei was able to lead the “All-Star†line-up. The Jinbei new sea lions, Jinbei Haishi lions, Jinbei Xinge Ruisi, Jinbeige Ruishi commercial vehicles, and Jinbei Haishi lion luxury commercial vehicles competed for the goal. Business car market.
Ankaibao Stone, who was used as a designated car at the last Beijing Auto Show, debuted as a show car at this year's auto show. This is also the first time that Ankai Bus has exhibited. It is reported that the reason for its participation in this auto show is that the official car reform provides a market opportunity for independent brands. Ankaibao Stone wants to use this opportunity to make efforts in the military vehicle procurement market. In addition, Japanese models like Sichuan Modern Conti and Kowloon Lightbus also participated in this auto show. For the official car market and the tourist car market, Japanese light passengers still have certain advantages.
Remarks lighter marketing may wish to try "tall"
High-end is a major trend exhibited by light visitors at the Beijing Auto Show. In an interview with the author, a top management from a light-off company once said that in light of the development of the light passenger market, Europe today is our tomorrow. Despite the steady increase in sales of light passenger products in China, international competitiveness is still insufficient. In 2013, sales of light passengers in Europe reached 1,337,500, while sales in China were 380,300.
The author believes that lack of competitiveness depends on two aspects, one is technology and the other is marketing. Here I mainly talk about marketing.
I believe that many visitors to the Beijing Auto Show, in addition to car-watching, many people will stop for the unique brand experience area of ​​participating companies. For example, a simulation driving, manual DIY, or to appreciate some of the new technologies and materials exhibited by companies, or to experience a high-end connected driving experience. These activities are not all directly related to the products being exhibited, but through these interactions, the audience stays in the exhibition area for a long time and will naturally deepen the brand image. From the perspective of brand communication, this has to be said to be a good marketing tool.
On the other hand, China's light passenger companies have started to target the cross-border development of the target market in terms of vehicle design, but their marketing methods have not kept pace. The author noticed that in this auto show, the light passenger booth vehicles are distributed intensively, and the traditional car model display is still the main attraction for all light passenger companies. When we are catching up with the high sales volume of the European light passenger market, we may also learn a lesson in marketing and even a cross-border, learn from the marketing techniques of passenger cars. While the products are entering the high-end market, marketing will follow the “tallâ€. .
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