B-Class Vehicle Structure Downstream Middle-Advanced Vehicle Market Fission

In September of this year, Beijing Hyundai Generation Sonata sold over 10,000. Manufacturers attributed the "improvement" to brand power, and the increasingly diversified market has created space for new models including Magotan, CC and Regal.

The B-Class market is changing.

On the one hand, the high-end B-level represented by Audi, Mercedes-Benz and BMW has grown rapidly. On the other hand, the overall low-end self-owned brand B-class has gradually shown a disadvantage. While the joint-venture brand B-class vehicle between the two, while insisting that the channel network quickly “sinks” into the third and fourth-tier cities, there is a fission of the flourishing varieties of Japanese, German, Korean and American vehicles. .

Since September of this year, in order to pursue terminal sales, Shanghai Volkswagen New Passat, which has only been listed for five months, has actively chosen to loosen prices in a large area, and its cooperating brother, New Magotan, has been forced to “give” market share due to limited production capacity. They did not return to the traditional top three Camry, Accord and Passat, which are the main commercial markets. At the same time, the industry’s message is that Beijing’s Hyundai Generation Sonata has sold over 10,000 units a month.

Eight generations of Sonata’s monthly sales exceeded 10,000 For the “Icebreaking” of the Eighth Generation Sonata, the official interpretation of Beijing Modern: After several years of brand accumulation, it has finally achieved a historic breakthrough, and it is the brand's ability to advance the Eighth Generation Sonata to represent the “mainstream”. The "Million Clubs". And its main basis is a series of breakthroughs in modern international brands: In the 15th Annual Auto Satisfaction Award (VSA) list released by American utoPacific just two months ago, New Sonata and Elantra both won 2011. In the “Customer Quality Satisfaction Award”, Hyundai Motor has been able to wash its own brand image of the “cheap car producer”, and its brand awareness and user loyalty have rapidly increased. The American authoritative magazine has even issued the surprise that "Hyundai's next competitor will be BMW."

However, careful analysis of the owners of the eight generations of Sonata from the dealers will find that the consumers who buy the models are more young with the traditional middle- and senior-level owners, mainly in the 25- to 40-year-old section, and most of them are “new” in the city. crowd. At the same time, the reporter also found that in southern China, the most popular models of the Sonata of the 8th generation are not the entry-level models expected by the industry before, and a considerable part is a high-grade version with a sunroof.

The above “perceptual” facts indicate that the structure of the B-class vehicle users in China or in the more developed coastal areas and first-tier cities is changing—the old middle-aged and high-end consumers who bought cars were mostly middle-aged 35-55 years old. Conservative with the aesthetic tendencies, the use of more business or business, taking into account the use of private and family, so the requirements of the models more orthodox, large appliances and golden mean. In recent years, more and more after 80 or even 90 after the start of the purchase of B-class cars, the use of mostly personal and home-based, occasionally take into account official and business purposes, so their requirements for the vehicle is biased dynamic, fashion, personality, performance. As a result, a number of more fashionable and dynamic mid-to-high-class cars began to appear and sales have steadily increased.

Diversified Markets Create Wide Market Opportunities --> The changes in the Class B market have not only brought success to Korean companies, but also created opportunities for Germans and Americans. Su Weiming, executive vice president of Volkswagen China, once told reporters that in the B-class vehicle market, the performance of Japanese models has been strong in the past. With the changes in the market, B-class vehicles have gradually become high-end, and the Volkswagen Group's market share has reached 25%.

Xing Haizhi, chief analyst of Cinda Securities Automotive Industry Co., said that since the beginning of this year, multiple factors such as increased vehicle costs and city purchase restrictions have significantly increased the consumer's propensity to consume, which has brought more opportunities for high-end B-class vehicles. Xinhuaxin data show that the high-end brand B-Class cars represented by the Audi A 4L and the BMW 3 Series have a compound annual growth rate of 33.1% in sales in the past five years, but their market share is less than 10%; in addition, they have the largest market share in the B-Class. The end market segment is represented by models such as the Accord, Camry, Passat, Sonata and Magotan. This market segment accounts for 57% of the overall market share of Class B vehicles.

With the improvement of people’s living standards and the overall downward movement of mid- to high-class car prices, more and more home users have begun to select mid- to high-class cars as high-end family cars. Jiajiao users are not very keen on the traditional mode of business and commercial cars, they pay more attention to fashion modeling and cutting-edge technology configuration, which also brings about market diversification.

In recent years, magotan, CC, 8th generation Sonata, Xinjunwei, Ruiyi and other trendy new models have been put on the market successively. The mid-to-high-end car market has begun to show a trend of flourishing styles. With the younger and more diverse car buyers, All styles of cars have found their place.