日产平台也不好使,启辰销量大幅下滑近3成,SUV降价也没人买

  • 日期:07-15
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银河娱乐备用

在2018年超过20万个销售目标后,东风奇辰“务实地”将2019年目标降至18万辆。在小型“上涨量”SUV T60(2018年底上市)销售基数几乎为零的前提下,东风奇辰的销量达到18万辆似乎是成功的。然而,市场表现的持续下滑使东风奇辰与小目标背道而驰。

近日,东风集团于2019年6月披露了生产销售报告。其中,合资品牌东风七辰的降幅高达25.82%。上半年的总销量为54,661辆,远低于去年同期的75,301辆。这也导致整个东风有限业务部门下降1.68%。值得注意的是,6月份,全国5个模型清算库也在一定程度上降低了东风七辰的表现。 6月份,第一个月下降不到0.01%,使得上半年的下降幅度从前五个月的29.28%下降。跌至25.82%。

此外,从目标完成率来看,31:100上半年/年目标销售比率也基本宣布东风七辰三年的启动基数将是惨淡的。

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虽然整体市场处于下行趋势,但归咎于市场销量下滑显然是站不住脚的。根据该协会的最新数据,乘用车市场在今年上半年下降了9.3%。然而,仔细观察表明,主流奢侈品牌或大批量和产品阵容的合资品牌仍然可以保持一定的增长或市场。并行发展。

反过来,缺乏优质产能和相对缺乏产品阵容已成为拖累乘用车市场的主要力量。一些小批量品牌甚至多次看到市场下滑。例如,东风凯辰下降25.82%,使乘用车整体市场翻了一番。

At the same time, the current market for incremental market dumps is also mixed with the unfavorable factors of small-volume, low-price-capable car companies such as consumption upgrades. This point is reflected in the main models of Dongfeng Qichen.

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From January to June, the main sales of Dongfeng Qichen SUV T70 was less than 8,000 vehicles, while the sales volume in the same period last year was as high as 22,000 vehicles, a drop of more than 60%; the small SUV T60 was not sold under the premise of Nissan’s endorsement and high cost performance. To 1,000 vehicles, the results of more than 5,000 vehicles in the first half of the year were not even enough for the sales of the small SUV benchmark Honda XR-V for half a month. Other products, such as the T90 and M50V, have almost lost their voice.

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At present, the overall Kai Chen system is almost supported by the D60 model. This positioning A+ class car educates the consumers of the “sinking market” with the ultimate cost performance. Despite this, D60's monthly sales of more than 6,000 vehicles are only less than half of Geely Dorsett and Roewe i5. Of course, this is based on the D60 completely abandoning the premium (Geely Emgrand, Roewe i5 two A-class sedan pricing) Higher than Kai Chen D60). The higher the brand awareness, the better the product and price factors can win. The gap between D60 and Emgrand and i5 is probably the cruelest manifestation of brand value affecting sales.

Under the premise of the continuous decline in sales of existing models, “open source” has become the only aspect that Dongfeng Kaichen can count on. The Dongfeng Qichen new car plan shows that it will launch three e30, T60 EV and D60 EV electric vehicles in the third quarter and fourth quarter, but everyone knows that the sales increase that pure electric vehicles can provide is limited. The actual sales time of the three cars will also be around one quarter.

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