CS75PLUS challenges the sales position of SUV market. Have Chang 'an explosion manufacturers started?

What is the most important market segment of China automobile industry? There is no doubt that the SUV market.

A large number of research reports and consumer surveys try to give a reasonable explanation to China people's complex about SUV, and compare it with Americans' love for pickup trucks and Japanese and Europeans' love for cars. This explanation must be rooted in the local historical and cultural atmosphere, so that residents' living habits can be justified and reasonable. I hope that Xi Zhong, who built cars in the Xia Dynasty, will not be demanding to prove this origin.

One view that the author agrees with is that the family is often the most basic unit in China society, and it is difficult to sink to the individual. Reflected in the travel environment, the family population structure determines the most basic space demand. Secondly, in the vast market outside the first-and second-tier cities, the road infrastructure conditions of 1 km are limited, and there is a hardware demand for vehicle passability. A compact SUV can basically be regarded as the greatest common denominator of domestic travel life.

The market volume is there, and the competition is naturally fierce. However, no matter how fierce the market changes, the banner of the city investment king will always be that shot. The flag that has been flying for 85 months is written with four Chinese characters-Haval H6, which is a combination of Chinese characters, English and Arabic numerals.

After all, the challenger never gave up trying. Among them, CS75 under Changan has even made a breakthrough. According to the data of the Federation, in June this year, Haval H6 sold 23,258 vehicles and Changan CS75 sold 20,562 vehicles. Haval H6 barely kept its position as the number one seller, with a difference of less than 3,000 vehicles. On the other hand, Changan CS75 has surpassed it for two consecutive months. The data shows that in May and June this year, the number of cards on the car was 1938 1 and 2 1753 respectively, which was slightly higher than that of Haval H6191and 2031in the same period.

While cheering for the birth of the new needle crown, we also need to ask, why?

The cruelty of competition in SUV market is obvious to all. The car is a joint venture, and it is independent here, which basically reflects some of the contents we discussed before. In this market segment, more precisely, the compact or small SUV market, consumers' consideration of models has returned to the most basic tool attributes. At the table where brand premium can't become a big chip, the competition pattern of selling champions is particularly complicated and fierce.

After 20 10, the growth rate of the big market dropped from a high level. The SUV market took over the baton with a double-digit annual growth rate and began the last carnival in the barbaric growth period. Many brands have become dark horses, leaving behind "tape measures" and "selling cars by the catty". In retrospect, it seems like a joke. At that time, the best also ran out of the monthly sales of 20 thousand. Only it prospered, but suddenly it died. In the end, it didn't leave much mark on the market. The madness of surpassing Haval H6 is still echoing.

In addition, there are two representative models that really threaten the Haval H6. One is Guangzhou Automobile Chuanqi GS4 and the other is Baojun 5 10.

The former is exactly the same as Haval H6. Unfortunately, the pace of product update slowed down later, and internal products diverted sales, so the sales of GS4 declined rapidly, which even affected the overall development rhythm of GAC Chuanqi.

The latter represents the demand for upgrading consumer consumption in the low-end market, which surprised Haval H6. The media teacher who has worked for several years may still remember the two sets of standards that proved that he was a top seller. It's just that SAIC-GM-Wuling didn't find it in the end. Users who originally purchased Wuling Hong Guang and later purchased Baojun 5 10 have upgraded. Regarding Baojun, the latest news is that this brand may be classified as Wuling or Xinbaojun, which indirectly acknowledges the staged failure of Wuling's water use.

The experience they left behind is valuable. The new champion has two indicators. Static indicators are the overall transcendence of related competing products in comprehensive strength, while dynamic indicators are to grasp the wave of consumption upgrading in the process of upgrading, in addition to ensuring the first point.

So we can see that the killer of CS75 is actually on the PLUS model.

Changan's third innovation and entrepreneurship has continued to this day, and the most remarkable achievement on the product side is UNI series. The PLUS series represented by CS75PLUS seems a bit inconspicuous, but on the consumer side, the feedback is very direct.

Looking closely, the technical strength displayed on Changan CS75PLUS is indeed a concentrated expression of the achievements of Changan's third innovation and entrepreneurship at this stage.

APA5.0 remote control parking service system, L2-level automatic driving and Wu Tong car-link intelligent system are the phased achievements of Beidou Shu Tian Plan and its joint research and development with Tencent. The Blue Whale 2.0T engine equipped in the power part is the first work under the recently released blue whale power brand ne power platform. Active and passive body safety systems that meet the C-NCAP five-star collision standard and the "excellent standard" of China Insurance Research Institute ... Under the Changan R&D system based on the global R&D center, a large number of technical achievements are emerging, and CS75PLUS can be called the first cry after the center is completed.

In an exclusive interview with Peng Tao, then executive deputy general manager of passenger car marketing division, he once said, "Changan's technical strength runs faster than brand value and product landing." After thinking for a while, his voice changed. "We hope this phenomenon can be changed after the CS75PLUS goes on the market."

In the impression of product strength, CS75PLUS reflects Changan's further improvement in the upper limit of all-round organizational capabilities such as demand insight, design and development, manufacturing and mass production. Unlike UNI-T, which is too pioneering, it has delineated some consumers. Based on the reputation and user groups of CS75, CS75PLUS represents a more universal and better choice for consumption upgrading.

Facts have also proved that this somewhat unexpected "car of tomorrow" really stands. Two months after listing, the order exceeded 30,000, which is just a small test. Winning the SUV market is probably the ultimate goal of the CS75 family.

Even more amazing, UNI-T may be regarded as a flash of Chang 'an. The PLUS family, represented by CS75PLUS, represents the ability of Changan System to mass-produce explosions. This is also the case. After instilling the achievements of the third innovation and entrepreneurship, the PLUS family is expanding rapidly, and the latest model CS55PLUS Blue Whale Edition has been officially unveiled. It is foreseeable that in the future SUV sales rankings, the Changan model that launched an impact on the sales champion is not just a CS75PLUS. This time, there was no large-scale publicity to exceed the number of cards, just a test of the Chang' an SUV market. Its future performance in the SUV market deserves industry attention.

Text/Qin Zhicong

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.