·Guangzhou Mitsubishi dealer: "No order does not enter the car"

Although the current auto market is sluggish, at least the SUV market still maintains strong growth. For GAC Mitsubishi, which has always been committed to creating the image of “SUV Family”, it should not be as sad as other brands.
However, the reporter of the French evening found that GAC Mitsubishi was unable to catch up with the SUV, and its dealers were caught in a huge inventory pressure. Due to fear of selling, some dealers even dared to wait until the customer placed an order to enter the car.
"Blood-blowing" price cuts first booked and then entered the car in recent years, the SUV market has become more popular, and various car companies have launched SUV models in order to catch this growth express. According to statistics from the China Association of Automobile Manufacturers, passenger cars sold a total of 8,858,200 units in the first half of this year, a year-on-year increase of 6.36%, of which S221 sold 2,233,000 units, a year-on-year increase of 47.70%.
But not all car companies can be the lucky ones in this market. Compared with the hot market, GAC Mitsubishi, which has been working on the SUV family, is not so lucky. The reporter visited the auto market and found that in a Guangzhou-Guangzhou Mitsubishi store, it was a good time to watch the car on the weekend, but there were only a few sporadic guests in the store, and several solitary exhibition cars. The situation in the store was not consistent with the hot SUV market. .
When the reporter asked about the discounts of the in-store models, a salesperson told the reporter that both Jinxuan and Pajero Jinchang had different degrees of discounts. Pajero Jinchang’s discount was around 30,000-70,000 yuan. A discount of 20,000-30,000 yuan. It is understood that the guidance price of GAC Mitsubishi Jinxuan 2015 2.0L low-profile models is 168,800 yuan, but the price after the discount is 108,800 yuan. In this case, the price is actually not low in the price range, but the store looks at it. Consumers of Jinxuan models are rare, and they also need to wait for a while to pick up the car.
In addition, when the reporter asked how long it took to pick up the car in the store, the sales were very helpless. It is not easy to say that because the customer needs to place an order, the store will enter the car, otherwise the inventory will affect the capital chain. "Now the car is not easy to sell, like a good show, but if the offer is great, but if you have a big discount, but you have to wait for a customer to place an order, or if you can't get in the car in advance, the loss will still be borne by us."
In order not to cause pressure storage, it is necessary to wait until the consumer places an order, and this phenomenon is enough to explain the sales difficulties of GAC Mitsubishi 4S shop. In-store sales told reporters: "The days of these two years are particularly sad. Although the SUV market is developing fast enough, there are too many models now, and the upper limit is added. Therefore, the car is sold as bad as before."
SUV market is difficult to "save the field"
Dealer sales are difficult, and now it is not a new topic. After all, the overall environment of the auto market is not as good as before, but in the overall ranking of the SUV market, the situation of GAC Mitsubishi is also not optimistic. Data show that in this year's China auto market SUV sales list, Haval H6, Volkswagen Tiguan, Changan CS75 three hot-selling models ranked in the top three, sales of 30,000, 20,400, and 15,100. Under the circumstance of the hot growth of SUV, the new Jin Xing, the main model of GAC Mitsubishi, seems to be “not to force”. In May of this year, the sales volume of Xinjinxuan was 5,500 units. The total sales volume in the first half of the year was 26,000 units, which was only higher than the sales volume of Volkswagen Tiguan in May. Even compared with its most direct competitor, Dongfeng Nissan, the sales of domestic new Jinxuan are not optimistic.
Also as a Japanese joint venture brand, the same engine displacement, the same manual automatic models, even the price range is almost the same. From the beginning of the listing, the domestic new Jin Xuan seems to be pointing to Nissan hackers, and the smell of gunpowder between them has been very strong. The price of the two cars can be said to be comparable, but in the sales ranking, the data of Jinxuan is not as good as that of the hackers. In the 2014 SUV sales ranking of China's auto market, Nissan hackers sold a total of 87,400 units in the whole year. In the position of 14 players, in contrast, Jin Xuan ranked the 28th place with sales of 55,400 units, there is a clear gap in sales.
"SUV family" is just a family of three, GAC Mitsubishi positioning "SUV family", but its product line has only three models, of which Jinxuan is in the largest sales of compact city SUV market, responsible for the sales of GAC Mitsubishi 85% . Although the SUV market is still hot, but the sales of domestic Jinxuan are in a state of tepid, from January to May this year, although the sales volume of Jinxuan has increased by 19.31% year-on-year, compared with the average growth rate of 47.70% of the market, it is obvious. Not enough to watch.
Despite the desperate growth, in the face of China's automobile brand with many brands and fierce competition, GAC Mitsubishi still seems to have more than enough strength.
According to the data, in 2014, GAC Mitsubishi sold 63,197 units, ranking 42nd. From January to May 2015, GAC Mitsubishi sold 24,712 units, still ranking 42nd.
At present, GAC Mitsubishi has three products. In addition to the main models, it is listed in 2013. In the first five months of this year, it sold only 0.18 million units and sold less than 400 units a month.
If the current situation continues to develop, even if the SUV market is hot, it is difficult to save the sales situation of GAC Mitsubishi. If GAC Mitsubishi still can't sell the new products as soon as possible, then GAC Mitsubishi will be in the SUV market. It is very likely that it will be gradually marginalized.
It is obviously difficult to hold up the title of "Shijia" in the three models of ignoring the short board. Therefore, the introduction of new models is particularly important, but Mitsubishi does not seem to think so. It is understood that GAC Mitsubishi's first-stage capacity plan is 300,000 units, and will be expanded to 500,000 units thereafter. At the same time, by 2015, the number of GAC Mitsubishi dealers will reach 300. The product is thin and the sales volume is not good, but the capacity is expanded at this time. This is undoubtedly increasing the burden on the dealers. If the product is not upgraded and new products are introduced, even if the capacity expansion will only lead to idle or dealers. appear.
In addition, the lack of brand power is one of the main reasons. In recent years, Mitsubishi's influence in China and the global market has been deteriorating. Due to its own size and thin product line, and in the past few years that Mitsubishi has missed in China, the brand is almost marginalized, and it is indeed the background of GAC Mitsubishi. There is not much help in the brand influence, and the brand power of GAC Mitsubishi has also dropped a lot. Compared with GAC Mitsubishi, the Nissan hacker, who is also a competitor, has already caught up with the "early shuttle bus" of the Chinese auto market SUV. In China, the opponents are not only Nissan, but also the brand influence of German cars and even American cars in the SUV field. It has long been ingrained. If GAC Mitsubishi can't make up the short board as soon as possible, even if the SUV market has been hot, it is difficult to have a foothold in the face of many rivals GAC Mitsubishi, let alone strive for China's first SUV brand.
According to industry insiders, if Mitsubishi can't improve its brand power and product strength, but instead increase its production capacity, it will become the first SUV brand in China.

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