At the moment, in the market environment of Audi, BMW and Mercedes-Benz in the top three luxury car market, Infiniti, Volvo, Jaguar Land Rover and Lexus are fiercely competing for the fourth place, and the first three have achieved localization. Enhancements add important weights. Lexus is hesitant about local production and is accused of "missing opportunities in China." 5 Blade Ceiling Fan,5-Leaf Plastic Ceiling Fan,5 Blade Wood Color Ceiling Fan,Flush Mounted 5 Blade Ceiling Fan Guangdong Shunde Liangci Electric CO.,LTD , https://www.marckeez.com
Jaguar Land Rover's localization costs higher or weaker competitiveness On October 21, the Chery Jaguar Land Rover Changshu plant, which invested 10.9 billion yuan, was officially put into production. On the same day, Chery Jaguar Land Rover's first domestic car, Rush Aurora, went offline. According to the plan, the car will be unveiled at the Guangzhou Auto Show this year and will be launched in the first half of next year. By 2016, three models will be introduced, the second is also the Land Rover model, and the third is Jaguar. Chery Jaguar Land Rover has made plans for the next five years, and the frequency of new products is basically a new car launched every six months.
In order to catch up with Audi, BMW and Mercedes-Benz in the first echelon of China's luxury car market, Chery Jaguar Land Rover has developed a medium- and long-term plan for the future development of the joint venture, which includes product introduction, engine production and joint venture brand planning.
In the first three quarters of this year, the first camp of luxury cars was still occupied by Audi, BMW and Mercedes. Although Jaguar Land Rover has maintained its leading position in the second camp, it has accumulated sales of 92,300 units in China from January to September, and sales of various brands in the first camp (Audi 416,000, BMW 336,000, Mercedes 20.3 Ten thousand cars are still quite different.
Jaguar Land Rover wants to go further in the ranking of luxury car sales in China, and it is too early to say. Even the fourth place in which he has been living for a long time is not very secure at the moment. On the one hand, unlike other luxury brands, Jaguar Land Rover's sales are mainly from the SUV market, but in recent years, the three luxury brands have also stepped up their distribution in the SUV field, capturing the market share of Jaguar Land Rover to varying degrees. Take Aurora as an example, in the price and configuration, we must face strong opponents such as Audi Q5, BMW X3 and Mercedes-Benz GLK. On the other hand, second-tier luxury brands such as Cadillac and Infiniti have also had a "rising" trend in recent years. Although the sales figures are not eye-catching, the growth rate is compelling.
At the same time, from the information conveyed at present, in the early stage of China, Chery Jaguar Land Rover did not follow the previous plan to put the domestic engine on the domestic model Aurora. The key components used in the early domestic models are almost the same as the imported models. Neither reduce the price through the reduction, nor reduce the cost in the form of a large number of domestic accessories. As a result, the domestic Aurora produced at the Changshu plant is almost indistinguishable from the imported Aurora, so there may not be much advantage in terms of price.
Infiniti domestically produced models are on the target luxury car market. On November 6, Infiniti's first domestically produced model, the Q50L, was launched at the Dongfeng Nissan Fuyang plant and is scheduled to be launched in Shenzhen on November 17. Then the second domestically produced model QX50L will be launched in December and will be launched early next year.
With the launch of a number of domestically produced models, Infiniti plans to achieve annual sales of 100,000 units in 2018, of which domestic sales of at least 50%. Its goal is to become the fourth luxury car market in China in the near future, second only to "ABB (Audi, Mercedes, BMW)." In the first three quarters of this year, Infiniti's cumulative sales in China (excluding Hong Kong, Macao and Taiwan) reached 20,787 units, up 91% year-on-year.
In September this year, Dongfeng Infiniti Automobile Co., Ltd., which was jointly established by Dongfeng Motor Corporation and Nissan Motor Co., was established. The company is an independent subsidiary of Dongfeng Limited. As a strategic partner, Dongfeng Nissan has undertaken the front-end management of value chain such as R&D, procurement and manufacturing of Infiniti's domestic products. Over the past two years, Dongfeng Nissan's Fuyang plant has carried out large-scale hardware upgrades to the original production line, with an additional investment of 600 million yuan. The Fuyang plant will become the third global manufacturing base of Infiniti after Japan's Tochigi and Smyrna, providing 60,000 units of production capacity for Infiniti's domestic products, as well as stamping, welding, resin, painting and final assembly. Five complete vehicle production workshops.
According to the shareholder's division of Dongfeng Infiniti and Dongfeng Nissan, Dongfeng Infiniti is responsible for the brand, marketing, network construction and after-sales service related to the consumer market. For its shareholders, Dongfeng and Nissan, increasing the market share and sales of Infiniti, a luxury car, is of great significance for the two companies to enhance their market position and overall image.
At present, Infiniti's most urgent task is to narrow the gap with first-line luxury brands. Taking advantage of the existing advantageous resources of both shareholders, Dongfeng Nissan's investors can attract the attention of Infiniti; in the future, the marketing direction will also consider better integration with the mobile Internet. Network construction and branding are also seen as two key aspects of Infiniti's future development in China.
Volvo seeks a 10% share of the luxury car platform to settle in Daqing On November 9, Volvo's first domestic SUV model XC60 officially launched. In the fast-growing segment of the SUV, Volvo expects that future SUV models will account for more than 45% of its total sales. The domestic XC60 and the XC90, which is expected to be launched next year, will undertake this sales task.
Volvo released a platform strategy at the beginning of this year. The latest news shows that Volvo will launch a SPA platform at the Daqing plant. The first model of the SPA platform, the XC90, has been released and is expected to come to China next year. In the future, the 60 Series and above will be fully applicable to the SPA platform. The current 60 Series models are from Volvo and Ford to jointly develop the ED-CU platform. Before the sharing agreement expires, Volvo will use its self-developed SPA platform when the 60 Series is replaced.
SPA (Scalable Platform Archi-tecture) is a scalable vehicle platform independently developed by Volvo, covering most of the future Volvo Car Group. The SPA will form a product line consisting of shared modules, scalable systems and components, all of which will be completed in a flexible production system. Products under the new platform architecture will account for about two-thirds of total future sales, and about 40% of the parts will be common to all models.
In the future, Volvo will only retain the SPA platform for mid- to high-end models and the CMA platform for compact models.
It is worth noting that the market share index has been extended from ABB's assessment indicators to second-tier luxury car brands. At the beginning of this year, Volvo proposed a 40% increase in sales volume in 2014, reaching a market size of 84,800 units. As of the first three quarters of this year, Volvo sales in China have climbed 36% year-on-year to 59,000 units. In the second phase of the "China Growth Plan," Volvo will begin to upgrade its brand and increase sales.
At present, market share has become an important basis for Volvo to set sales targets. By 2020, Volvo's market share in China will double from now. At present, Volvo's market share is about 5%, and the expected target is 10%.
Acura released a new brand slogan plus code product technology to prepare for domestic production On November 7, Yangge released a new brand slogan "Focus on Galloping" in China, and invited famous actor Feng Shaofeng to become its "partner" to promote. The move was seen as a start of brand engineering before the localization of Yangge. Faced with a complex market environment, whether Acura can use the partner plan to promote brand engineering has become an important test for the pre-production market.
According to the plan, the domestic process of Acura is being promoted with low-key partners. In cooperation with the Guangzhou Automobile Group, we are now negotiating on various aspects of the specific content, and all preparations are progressing smoothly. The first domestically produced model will be based on the concept car SUV-X released at the Shanghai Auto Show last year.
In 2016, the Acura model was confirmed to be able to be localized, and various fields such as sales network and after-sales service were also strengthened. In October of this year, Acura launched the "Revitalization Plan" in North America, and in China, Acura's brand rejuvenation plan has just started.
In the first three quarters of this year, Yingge’s sales in China increased by 38% year-on-year. Yingge’s target sales this year are 6,000. If this sales target is reached, it will increase by about 30% compared with last year. According to the data, the sales volume of Acura last year was about 4,600 units. Compared with other Japanese luxury car brands, Acura sales continued to be sluggish. Last year, Infiniti sold 17,000 units and Lexus reached 74,000 units.
According to the medium and long-term plan formulated by Yingge, by 2020, Acura plans to sell more than 100,000 vehicles in China.
However, it is undeniable that there are two major problems in the construction of Yingge brand: First, it lacks the most reasonable price and does not provide products that meet consumer demand. Acura introduces products in the North American market to China in the form of import sales, so it appears weak in terms of product and price competitiveness; secondly, brand power is weak. At present, the popularity of the Acura brand is still relatively low, and the brand characteristics of Acura are not fully conveyed to consumers.
Lexus has twice lowered the sales target localization has no timetable According to media reports, Lexus has once again lowered its sales forecast for the Chinese market in 2014: At the beginning of this year, Lexus expects to sell 85,000 units in the Chinese market, and then down to 80,000 units. Currently adjusted to 75,000 units.
In the first three quarters of this year, Lexus sales in China increased by 24.9% year-on-year to 62,400 units, and the sales gap with Jaguar Land Rover has expanded. In 2012, Lexus slipped from fourth place in luxury car sales to fifth place. This year, this ranking is likely to fall to sixth place, expected to live behind Jaguar Land Rover and Volvo.
The issue of localization of Lexus has been rumored. Recently, overseas media reported that Lexus officially stated that it will not produce Lexus brand cars in China because the quality of the products cannot be guaranteed, so it will be sold in China in the future.
Toyota said that China has become the second largest market for Lexus and is a very important market. Localization in China is Toyota China's strategy, but it is mainly focused on promoting the localization of Lexus's brand, service and operation in China. There are no plans to produce localization for the time being.
Lexus has not started localization in China, which is considered by the industry to be the main reason for missing some Chinese opportunities. When Lexus first launched the Chinese market in 2005, the gap with Audi was not too big, and it was almost the same as Mercedes-Benz and BMW. However, with the localization of Audi, BMW and Mercedes-Benz to seize the market, Lexus and these luxury cars The gap between brands has widened year by year.