Subdivided into luxury brands, we can find that Cadillac, Lexus and Volvo all achieved good results in 20 19-Cadillac became the first luxury brand to break through the annual sales of 200 thousand vehicles after BBA; Lexus' annual sales increased by over 20% year-on-year; Volvo broke through the annual sales mark of 6.5438+0.5 million vehicles for the first time, reaching a new high. In sharp contrast to these brands, brands such as Acura and finidi in the UK are in jeopardy.
This inevitably raises the question-how will the development of polarized second-tier luxury brands compete with the rising China market in 2020?
Cadillac reshapes the pattern of China with "second venture"
The implementation of the national six emission standards is an important turning point in the development of 20 19 automobile industry. Its birth has changed the fate of many automobile companies, and Cadillac is the hero under this wave of reform. Standing on the cornerstone of160,000 vehicles entering China, Cadillac put forward the concept of "second venture". On the night of Cadillac in June+10, 5438, the slogan "No rear drive, no luxury" gave birth to a new Cadillac model CT5, which once again set the tone for the luxury attribute of the brand. The appearance of JJ Lin is not only the platform of CT5, but also the metaphor of Cadillac.
"In the future, the luxury car market in China will have an incremental space of 1 10-2 million vehicles/year." Feng Dan, marketing director of Cadillac, said that this is an opportunity that Cadillac can't miss. Innovating the whole system and finding new driving force for the brand is the key to Cadillac's "second venture", and it is also laid out in advance to better meet the rapid development of China's automobile consumption market. CT5 is only the beginning of Cadillac's second venture, and 2020 will be the first year of Cadillac's official efforts.
Joining India has become an expedient measure for Lexus to solve the market dilemma in China.
Perhaps, Lexus understands the consumer psychology of Chinese people-both the quality of imported cars and the more affordable prices. In this way, Indian production has become an expedient measure for Lexus.
Lexus knows the China market, and China consumers are also keen on Lexus models. In the past year, the annual sales volume of Lexus in China exceeded 200,000, making it the only brand in China that imported models exceeded 200,000 (Subaru cast envious eyes). In contrast, the United States, as the largest single market for brands, saw a year-on-year decline in sales last year, which has been declining for four consecutive years, while China is becoming a new sales growth market for Lexus.
In order to embrace this important market, Lexus will launch a new MPV model LM in 2020, and launch the brand's first pure electric vehicle UX300e. Lexus hopes that the new model will become a turning point in the brand's development in new areas, thus further boosting sales growth.
Expanding Volvo's Asian territory with China as the center.
Volvo, which keeps catching up with Lexus, has also found new opportunities in the China market. Last year, the cumulative sales volume of Volvo in China reached 65,438+054,559 vehicles, which set a new sales record for the brand in this region, and China became the largest single market for the brand in the world. At the beginning of last year, Volvo set up its Asia-Pacific market headquarters in Jiading, Shanghai, with a view to laying out a broader Asia-Pacific region, which is another example of Volvo's continuous efforts in the China market and even the Asia-Pacific region.
For the China market, Volvo will use the market experience gained by the brand in China in the future, and combine the needs of China consumers to realize the integration and complementarity of global and local R&D, and provide new products with more brand charm for the China market. Electrification will be an important development path for Volvo in China market in the future, including XC40 pure electric version and Polestar? A number of electric vehicles, including two, will arrive as scheduled.
In order to revive the brand and reduce the impact of the trade war, Lincoln chose localization.
It is often said that China auto market is experiencing severe winter, but the times make heroes. Lincoln 20 19 launched a fierce product offensive in the China market, with pilots and fliers attacking one after another, which made Lincoln's sales in China increase by 1 1.4% in the fourth quarter. Even if Lincoln's sales declined in 20 19, I believe that the arrival of adventurers will rewrite Lincoln's fate. Adventurer is not only a brand-new model of Lincoln, but also an important beginning of Lincoln's localization process.
Ford Group has always hoped to boost Lincoln's sales and market position through the rapid growth of China market, and localization has become an important part of the plan, and the accelerated promotion of localization will also alleviate the adverse impact in trade disputes. According to the information released before, besides the adventurers in the first battle, Lincoln also plans to put into production five new models in China before 2022.
What's the next step for Britain and finidi in China?
Britain and finidi, which realized localization earlier than Lincoln, tasted the "sweetness". Only domestic models, Britain and finidi achieved a year-on-year growth of 18. 1% last year. Last year, the brand-new powerful model QX50 achieved a year-on-year growth of 1 12.9%, accounting for about 65% of domestic models in Britain and finidi.
However, Britain and finidi are now in a precarious situation. Sales in Britain and finidi focus on Dongfeng and finidi, but there are only two domestic models, Q50L and QX50, and the number of products is very small. Sales of Q50L, which has not been replaced for five years, declined. Last year, the total sales volume was only 65,438+03,059, and it is difficult to predict whether the sales volume will exceed 10,000 in 2020.
Although the growth momentum of QX50 is good, it is difficult to guarantee its competitiveness under the pressure of many parties at the same level. There are many imported models in Britain and finidi, but the total sales of imported models cannot support the domestic sales of brands.
More importantly, neither Britain nor finidi has revealed their development plans in China this year, and the new car has disappeared. Last year was the 30th anniversary of the British-finidi brand, and only one brand named Qs was launched? Inspiration and QX? Inspired concept car, these two cars respectively represent the design trend of future flagship cars in Britain and finidi and the brand's yearning for electrification, but the mass production time has not been announced.
The coupe QX55, which is also a concept model, will also be put into the North American market first, and there is no exact launch time in the China market. This makes people wonder what Britain and finidi will do next in China.
Honda Dafa cannot bless Acura.
Acura, which also focuses on North China, still seems unaccustomed to it after 13 years in the market. In the past 20 19 years, the sales volume of Acura in China was only14,786 vehicles, which was far from the target of "2020 Plan" announced by China market. In 2020, it will continue to exert its strength in the China market, and Acura still plans to actively launch new cars and expand the product camp.
Acura will be launched this year, including CDX? A-SPEC and RDX? Four new models, including A-SPEC, further expand the vehicle layout. The market failure of Acura is by no means a lack of technical blessing. Promoting the brand's position in the luxury market and resetting the brand's luxury attributes may better correct the image of Acura in the hearts of consumers.
When the overall automobile market in China showed a large-scale downward trend, the head power of luxury brands increased against the trend, repelling the "consumption downgrade" with heavy punches. From these head forces, it is not difficult to find that factors such as clear brand positioning, strong product strength and continuous promotion of new products are the key to success. Timely change is an important measure for car companies to win the favor of the market in the new era.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.