With the help of the first step of localization, the luxury car market Mercedes-Benz, BMW, Audi three long-term German brands have long occupied the market's strong position. Nowadays, the pattern of the luxury car market is welcoming more possibilities. More luxury car brands in the second and third tiers of the current market are or are preparing to catch up with localization initiatives. At the recent Guangzhou Auto Show, there are localized Land Rover Aurora, Infiniti Q50L and other eye-catching appearances. In the future, with the localization of more luxury brands, especially the localization of Japanese luxury cars in the local market, the price/performance ratio of models will be improved, and the majority of car owners will benefit. Full Face Diving Mask,Diving Mask Slap Straps,Snorkeling Diving Fins,Best Diving Mask For Beards RKD Outdoor & Water Products Co., Ltd , https://www.rkdsports.com
analysis:
Why is it that the localization of the banner has been sacrificed? It is obvious that the price of the car after localization is cheaper and more helpful to seize the market. It is a key factor for the localization of the major luxury car brands.
For the owner, buying a localized luxury car has both face and relative benefits. After the release of the domestic version of Land Rover Aurora, Foshan Cheyou discussed in the online forum, "Now you have to buy Aurora, wait for it, domestic Aurora will be cheaper than import after the store." From the manufacturer's pricing point of view, it is true. . At present, after the localization of Land Rover Aurora, the price of its entry-level model will be lowered to about 350,000 yuan, which will be no less than 50,000 yuan cheaper than the imported version.
For the manufacturers, although the price of the car has dropped after the localization, its own profit may not be reduced. Such as the Cadillac brand, according to the information released by its manufacturers, after the launch of the domestic Cadillac XTS, the sales volume in the first half of the year has increased by more than 100%. In the Foshan area, dealers said that the growth rate of XTS after localization is even higher than the national ratio.
In the new round of luxury brand localization process, Cadillac is preparing to implement its other more heavy model SRX. Jaguar Land Rover dealers said that the sales of Land Rover in Foshan in 2013 have increased by more than 70%.
phenomenon:
The new round of luxury car localization era is coming through the establishment of joint ventures with domestic car companies. The localization process of Audi, BMW and Mercedes has been the longest for more than 20 years, and the shortest has experienced nearly ten years, and the pace of localization has been the first. The strong position of the top three Germans in the market is difficult to shake. After many years, the localization process of luxury brands seems to be in a period of stagnation. As the Chinese market has increasingly become a strategic location for luxury brands to compete for, accelerating localization has become a key issue for other luxury brands in recent years. As a result, in February 2013, the market ushered in another luxury brand localization model Cadillac XTS in addition to the German top three. Then, the domestic version of the Chrysler 300C was also announced. This year's Guangzhou Auto Show, the current market-selling imported SUV Land Rover Aurora, at the Guangzhou Auto Show released its first domestic version produced through cooperation with Chery. Volvo, which has been acquired by Geely, has exhibited its domestically produced models.
The localization process of European and American luxury car brands seems to be in the forefront. As the advantage market of Japanese brand cars, Foshan local owners may pay more attention to the localization of Japanese luxury brands. At the Guangzhou Auto Show, the owners saw the first domestically produced Japanese luxury car Infiniti Q50L. On the eve of the Guangzhou Auto Show, another Japanese luxury car brand Acura also announced that it will promote the localization process, indicating that it will officially achieve domestic production in 2016. Among the three luxury car brands in Japan, only the Lexus brand still has no localization plan.
problem:
Localization is not a push. Not all luxury brands are on the road to localization. Among them, the Lexus brand, which ranks fourth in the domestic luxury car market and the No. 1 in Foshan pure imported car sales, has no intention of localization. From the Foshan market point of view, the Lexus brand has a lot of fans, but the price is relatively more expensive, so that some owners turn to European and American brands of the same class.
Hu Heng, an industry insider, believes that Lexus does not have a very urgent need for localization. Manufacturers may not be willing to give up the huge profits of imported cars. In addition, they may not have a clear grasp of the future prospects of their brands in the Chinese market. After all, it takes a lot of cost to achieve domestic production. Moreover, localization is not a test.
Among them, the same as the Japanese brand, Infiniti and Yangge chose to make a domestically important reason because it has always been in the position of the third-line brand.
In addition, after the localization of luxury cars, it is not always possible to quickly increase sales, and whether the selected models are popular is also crucial. At present, there are also new luxury brand models that have achieved domestic production but have a flat market response.
Owner:
I hope that the localization price reduction does not reduce the number of Foshan owners who have been concerned about Land Rover Aurora for a long time. He said that after the domestic version came out, he was most worried that the quality of the price drop was also worse.
Judging from the upcoming Land Rover Aurora, similar to other domestic luxury cars, its appearance and size have been completely preserved. In the embodiment of the car owner's "face", other localized luxury cars will not shrink, and even the long wind has been pervasive. However, in terms of power configuration, the domestic Land Rover Range Rover Aurora is equipped with a model of the 2.0T turbocharged engine on the imported version, and is also equipped with a model of Chery's self-developed in-cylinder direct injection engine. On the one hand, it does reflect the technological progress of domestic enterprises, but consumers who pay for it on this hand may not be reconciled.
Reporter observation:
Buying an import version to seize the opportunity of the opportunity to remind the owner here is that if you want to buy an imported version of the car, often the domestic version of the model before the launch, will be the best time to buy the imported version, because the import version of the model often maximum.
In addition, even in the early days of the localization version, the owner has been able to find a sufficient version of the imported version of the model in the 4S shop. After all, unlike the hot-selling car, for most domestically produced luxury cars, the inventory of the imported version may not be in place after the domestic version is introduced, and the situation of import and domestic sales will continue.
·Second and third-line car luxury brands accelerate localization