From the sales data, from 20 17 to 20 18, the champion of mid-level car sales has been controlled by Volkswagen magotan. Known as the king of mid-level cars, this model has stepped firmly on competing mid-level cars such as Camry and Accord. I think the pattern of mid-level cars will continue like this, and it is difficult for any model to break through the blockade of Magotan. However, since the 10 generation Accord came, this situation has been broken, and even the public did not expect to be led by the Accord now.
20 18 Since April, the 10th generation Accord has been listed. Except for the low sales in the first two months, the sales in the last two months have made great strides. For the low sales volume in the first two months, the author thinks it is affected by the aftermath of the oil valve, the product logistics of the new car and the distribution of goods by dealers. Since June of 20 18, the sales volume of Accord has basically been above 1 10,000 vehicles. In the last six months, except for February of 20 19, which was affected by the Spring Festival, it was around 20,000+every month.
For many competing products, the success of Accord is enviable, but it is also a constant question. Why everyone's sales are declining, but the Accord is rising so fast, whose face value is not worse than anyone else's, radish and kimchi have their own tastes, and there are many models with stronger power than the Accord, and the reliability of Camry and Teana is not bad. As for terminal pricing, Peugeot 508L is more cost-effective than Accord. Even if it is better than word of mouth, is Honda more popular than the public?
However, this Accord can stand out among many mid-level cars. Even the popular models like Magotan and Passat suffered a fiasco. What makes the Accord so popular? In my opinion, the Accord is the only car that can see the current environment clearly.
What is the background now? The market is weak, consumption is sluggish, the industry is depressed, the era of incremental competition is over, and the era of stock competition is on. After the transition of consumers from the post-70 s and post-80 s to the post-90 s and post-00 s, the market trend has completely changed. Although the major car companies have realized that the times have changed, no car companies have carried out reforms like Honda, and even some car companies have remained silent in the old thinking.
Although the public is deeply loved by domestic consumers, they still go their own way on the issue of replacement. Even though it is close to movement, its progress is slow. From the latest sagitar and Passat replacement, it can be seen that the changes in appearance and interior continue the old models. The golden mean is really popular with car buyers after 70 s and 80 s, which is also the reason why Volkswagen dolls don't worry about sales, but now the times have changed, and the pursuit after 90 s is individuality.
? Honda has done a good job in this regard. The reason why Civic models are so popular is that they create value. Without avant-garde value, who would know about 1.5T engine? Value attracts consumers and strength conquers them. This is the reason for the civic fire. Three years ago, Honda had made an accurate judgment on the market, which was an era of pursuing young sports. Subsequently, the Accord changed its old style and was full of sports.
Camry changed a generation before the Accord, and it was also more radical. Artz is a peerless beauty in mid-level cars, no worse than the Accord. As a latecomer, Accord still surpasses them and respects its market leading position. Accord relies on cost performance. There are too many families hollowing out the property market in China, which seriously affects the auto market, and the market is weak and consumption is sluggish. These phenomena are now completely exposed. Who has a high cost performance at the same level and who to choose is the standard for many consumers to choose a car. This is Camry.
Some people may say that there is no model with a lower price than the Accord. Peugeot 508L is 65,438+0 million cheaper than Accord, but its sales volume is still not as good as Accord. This Peugeot 508L has indeed changed, but Peugeot 508L doesn't really want to win the favor of consumers with pricing. Owners who understand the entry-level 508L model should know that this version is extremely low in configuration and can be called the simplest mid-level car. The so-called low pricing, in exchange for a simple match. French cars are not as popular as Japanese cars, which is the real reason why Peugeot 508L is still not favored by consumers.
As for the choice of power, although many people talk about the Accord and think that its 1.5T power belongs to the car pulled by calves, from the actual situation, the power performance of 1.5T is not bad, overtaking and speeding up are very easy, which is completely enough for daily use. Ordinary family cars, too strong power can only be used a limited number of times. At the same time, the stronger the power, the pricing of the whole vehicle will be driven, and the fuel consumption will increase accordingly, which is why the Accord is unwilling to launch the 2.0L model. In addition, the taxes and fees of large-displacement vehicles are higher than those of small-displacement vehicles, and the low pricing of Accord is designed by Honda.
Now, can you understand why the Accord is still soaring against the wind? It is not a simple low price. To say that the pricing is low, isn't the domestic mid-level car cheaper than the Accord, and the actual sales volume? It is better to say that the Accord has seen the development of the times and launched a model that conforms to the current environment.
Write to the end:
Undeniably, the trend of China automobile market is weak. At the same time, under the six major pressures of China, consumers hold money seriously, but the overall downward trend of the economy can not be ignored. If car companies still treat the China market as before, their decline is inevitable. Honda can sell many of its models well in today's environment, which is inseparable from the accurate control of the market, the design of face value, the choice of power and the setting of pricing. These are all obtained through big data analysis. All success is not luck or accident. Everything has been investigated and prepared in advance.