When talking about the topic of self-owned brands, Chen Hong once said: "The initial heart does not change." The same is true for the exploration of high-end vehicles by SAIC passenger cars and other independent car companies.
From the first internationally-owned brand based on the Rover75 platform core technology, the Roewe 750, to the Roewe 950, which leads the “new bus eraâ€, to the MGGT and MGGS, which are now exploring the younger route, the SAIC passenger car is The exploration of the high-end self-owned brand has never stopped.
However, this road has never been a smooth road. The major car companies have fallen in countless attempts and have become more and more frustrated in countless falls. At the end of the 20th century, Chery and Geely’s multi-brand strategy was caused by serious internal friction and brand confusion. After the end of the cold, and later including Roewe 750 and 950, Pentium B90, Changan Rui Hao, Beiqi Shengbao D70 and other models, although with the help of foreign mature technology and platform, absorbed the joint venture design and modeling, quality and cost-effective All have improved, but due to the limited brand appeal and the quality and quality of the product itself, sales performance is not optimistic.
Even if the market is not seated, the industry is not optimistic, consumers do not buy, the independent brand is still insisting on the high-end line, because the price system of joint-venture brand products is constantly under pressure. Moreover, this year, independent brands have finally ushered in a “steady increase†– according to the statistics of the China Automobile Association, in the first half of this year, the self-owned brands maintained a steady growth in the overall passenger vehicle market share, with an overall sales volume of 4,184,600. The year-on-year growth was 14.57%, accounting for 41.45% of the total sales of passenger vehicles, and the occupancy rate increased by 3.54 percentage points over the same period of the previous year.
Based on a good development environment, independent brand car companies have begun to overweight in the mid-to-high-end market, which has always been sluggish. The data shows that the top ten companies with their own brand sales from January to May this year are all re-taking high-end routes. Behind the strategic transformation of these high-end brands, it is not the unremitting pursuit of long-term development.
It is worth mentioning that from January to June, 76,223 new energy vehicles were produced, with sales of 72,711 vehicles, an increase of 2.5 times and 2.4 times respectively over the same period of the previous year. It seems that the SAIC passenger car’s “betting†on the new energy sector is indeed a cause. Through years of market exploration, its strategy of turning its attention to "quality technology" is also the result of experience. Although the overall sales data of SAIC passenger cars was not satisfactory in the first half of this year, the sales of the key MGGS and Roewe 550PLUG-IN remained gratifying. Therefore, in terms of long-term development, there is still room for growth in SAIC passenger cars.
Of course, this does not mean that there is no risk in the SAIC passenger car's “high-height†and accelerated R&D layout. How to ensure the quality and user reputation while ensuring the speed and high-end route will be The major issue that SAIC passenger cars are about to face.
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