SUV rescue the car market?

I saw the new energy models hot

Who knows that SUV is still the "password" of sales volume?

How much do consumers like SUV models? Even in the rapid growth of new energy vehicles, pure electric SUVs are the main driving force for growth. In the entire passenger car market, the role of SUV is more obvious.

According to data from the China Automobile Distribution Association, in August, my country's SUV wholesale volume reached 1.01 million units, an increase of 49.2%year -on -year; Witch to the SUV model.

In the first eight months, the cumulative wholesale of the SUV models was 6.881 million units, and the cumulative sales of cars were 6.946 million units, with only more than 60,000.

This is rare in the global market.

And in the past few years, the sales of domestic SUV models have exceeded cars many times. Although the automotive market has changed in the past few years, SUVs have been "passwords" for sales of various car companies for more than ten years.

Therefore, even in the current fire of new energy models, car companies are still accelerating the deployment of fuel SUV models. After all, even in maintaining high -speed growth new energy models, the sales of SUV models are also considerable.

A few days ago, FAW-Volkswagen and GAC Honda have released and listed the new SUV models. Among them, FAW-Volkswagen launched the new five-seater SUV patrol. Based on Volkswagen's latest MQB platform, it is between Tan Yue and La Ling. It is the last model of FAW-Volkswagen SUV. The GAC Honda ZR-V is the first model of the Honda ZR-V global vehicle. It is also rare to launch in the Japanese and European markets.

Picture source: GAC Honda

Chinese consumers' love for SUV models has been strengthened in the past ten years. Although the limelights of the domestic automobile market now seem to be concentrated on new energy vehicles, in fact, SUVs are the market segment of "stuffy and wealth". Even if the new energy SUV models that overlap the SUV and the new energy market, the sales of fuel SUVs cannot be underestimated.

This is the main reason why traditional car companies are still in the layout and increase the fuel SUV market. In the context of the overall type of the automotive market, and the price of raw materials is constantly rising, most new energy models "sell one loss and one car", the fuel SUV model can boost the sales volume and have high profits. At the same time, it is loved by consumers loved by consumers The models still have considerable market space.

Sales "password"

On the last two days of August, the two fuel SUV models have been released and listed one after another. In the auto market news that has been firmly occupied by new energy vehicles, there is a little space. Behind the two models, the model layout of traditional enterprises, It also shows more "dark lines".

In the SUV market, FAW-Volkswagen is rare "latecomers": since it was established in 1991, the first SUV model was launched in 2018. At that time, the arguments about "FAW-Volkswagen missed the best era of SUVs" and other arguments have risen. Surprisingly, from July 30, 2018, FAW-Volkswagen's first SUV exploring song was listed to the end of March 2022. No By four years, the cumulative sales of its SUV family exceeded 1 million vehicles.

It is also in the past four years that the entire automotive industry has experienced haze such as the overall automobile market, the outbreak caused by the suspension of production, the shortage of chips, and the sharp rise in raw materials. In this way, the FAW-Volkswagen SUV family still grows rapidly, becoming FAW-Volkswagen's new sales engine.

At present, in addition to the launch of the Patrol Patrol, FAW-Volkswagen also has fuel SUV models such as Tanxiao, T-ROC Tan Ge, Tan Yue, and Lanning, and completed the SUV market layout of 100,000 to 400,000 yuan in just four years. SUV's contribution to it is evident.

According to the data joint data of the passenger car market, from January to August this year, FAW-Volkswagen wholesale sales reached 1.188 million units, ranking topped, of which the SUV family contributed.

Photo source: Passenger car market information joint meeting

In addition to the FAW-Volkswagen, which just released the tour, as the first SUV model under the new architecture of Honda Architecture, the ZR-V listed on August 30th, the overall model is between Binzhi and Haoying and Haoying Such a market positioning means that it may bear more heavy tasks.

Different from the "late" of FAW-Volkswagen to the SUV market, GAC Honda launched the first SUV model Binzhi in 2014, and later launched the Guandao, Haoying and other models. Data show that from January to July this year, the number of risks of GAC Honda's SUV was 16,5337, accounting for 40%of GAC Honda's total risk.

Although sales are also considered considerable, for GAC Honda, SUV products have never been well -known and sales that can reach the cars' Accord and Fit. Therefore, this time the first SUV model under the launch of a new architecture in the Chinese market is also looking forward to making a breakthrough in the SUV market and occupying a place.

In addition, other car brands are still harvesting the SUV market dividend, both Chinese brands or super luxury car brands.

The Chengdu Auto Show, who had just passed, insisted on off -road tanks as one of the focus of the auto show. According to Liu Yanzhao, CEO of Tanks, from the end of 2020 to the end of the first model to the end of July this year, the total sales of tanks have reached 151115, accounting for 56%in the hardcore off -road market. tank. Chery Motors also ranked among the top in the SUV market: January to August, Chery Automobile's cumulative sales of 566,400 units, a year-on-year increase of 47.1%. Among them, Tiggo 8 and Tiggo 7 SUV series have become the two main responsibilities of Chery brand sales. Both sales have exceeded the "100,000 vehicles" mark and contributed 117,700 vehicles and 100,700 units.

Picture source: Chery Automobile

SUV as a sales volume is no exception in the super luxury car market. Last year, Lamborghini delivered a total of 8,405 new vehicles around the world, setting a new record. The most important reason was that the URUS performance of the SUV model was dazzling, and 5021 transcripts were handed over, accounting for 60%of the total sales of Lamborghini. Aston Martin has also obtained rich profits and ideal sales results with its SUV model DBX.

It is not difficult to see that the fuel vehicle market is not as good as the rivers and rivers, but it is covered by the rapid development of new energy. The popularity of SUVs is still reduced.

Fission

In addition to boosting sales, within the SUV market, the pattern has changed. Judging from the new models launched in the past year, most of the fuel SUVs are medium or medium -large SUV models.

Data show that from 2011 to 2014, due to the price advantage of small SUVs and compact SUVs, the proportion of medium -sized SUV sales continued to decline, from 20.05%to 15.47%; and since 2015, the sales of medium -sized SUVs The proportion has gradually risen, and sales have continued to increase in the past two years. As of the end of July this year, the market share has gradually increased to about 24.7%. With a number of new medium -sized SUVs in the market, this number continues to grow.

According to the data joint data of the passenger car market information, from January to July, the SUV sales of more than 300,000 yuan sold 757,000 units, an increase of 15.9%year-on-year, surpassing the growth rate of all market segments.

Picture source: FAW-Volkswagen

In addition to the continuous investment of fuel SUVs, new energy models have also attached to this market. At present, the medium-sized SUV market has Weilai ES6, BYD Tang EV, and We brand Mocha DHT-PHEV and other models. The medium and large SUV markets include the ideal ONE, the M7, Lan Tu FREE, etc.

The continuous influx of competitors have become more and more detailed in the crowded SUV market, and the new SUV market pattern in the era of stock competition has quietly presented.

Under the idea of ​​multi -brand strategy and product spectrum transformation of car companies, products with more than 5,000 monthly sales are gradually forming a melee situation. This phenomenon has shown particularly in the launch of a large number of new products in recent years.

Taking Great Wall Motors, which focuses on the SUV market as an example, two years, through the retro -style Haval Great Dog, the tank 300 with the off -road market, and the unique marketing point of Haval first love, Haval Chica Rabbit and other products, Great Wall Motors broke through Haval In the era of the "magic car" led by H6, the SUV territory of multiple market segments "explosive models" gradually formed.

Picture source: Great Wall Tank SUV

Regardless of whether it is brand segmentation or product depth, Great Wall Motors has become one of the best car companies with the current consumption characteristics because of its distinctive "labeling". It is also the most typical case of SUV market segments.

From the perspective of the industry, in the current automotive market, the "cost -effective" card is no longer a "ace", and the consumption of automobiles is far less than "fine calculation" ten years ago. The importance of distinctive product labels and outstanding core technical advantages is increasing.

The fuel SUV market is still there, and the new energy SUV market is fighting.

Author: Zheng Yu

Operation editor: Xiao Ran

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