Visiting Auto Trade City: Hot-selling brands don't worry about customers, and it's really desperate to sell them.

Under the background of "golden September, silver and ten", it seems that the automobile market finally showed a warming trend in September. According to the data, in September 22, the domestic sales volume of narrow passenger cars reached 1.91 million, up by 7.3% year-on-year. In the third quarter, compared with the same period of last year, it even achieved an increase in sales of about 38, vehicles. This data, for the car people who have been struggling to support this year, is also a little comfort.

But is the rebound in data really enough for all car manufacturers to sit back and relax? I'm afraid this is a little one-sided. With this question, I recently visited the largest auto trade park in the local area. After shopping for a circle, the result is staggering.

below, I will divide the situation of the stores I have seen into three categories, and we will analyze them one by one.

first, the brand is popular, not worrying about customers

It is Tuesday morning, an ordinary working day. I was still considering whether it would affect the accuracy of the results because it was a working day. But in fact, I found that I was worrying too much, because for popular brands, even on an ordinary weekday morning, the store was full of people.

Just like this Audi in the corner, there are still many customers in the store who look after cars and handle business. First, because Audi's current preferential efforts are considerable, and second, because the Audi brand is blessed by "BBA", the recognition of consumers is still very high. Therefore, everyone's enthusiasm for buying is still very high. After standing in the store for a while, they handed over two cars.

However, for Audi, the more accurate description should be "the scenery before people, the vicissitudes after people". Although the overall sales volume is still acceptable at present, it can only be "sold" by large discounts. At the same time, the inventory of dealers is also amazing. See the figure below for details, which is just the tip of the iceberg.

Secondly, Lincoln and Lexus are among the luxury brands, and their brand images have been rising all the way in recent years, especially Lexus. Even if the products are sold at a higher price, many people queue up to buy them. Just looking at the number of new cars waiting to be delivered at the door is enough to see whether the business is good or bad, right?

the only thing left that can be talked about is the joint venture brand. According to my observation that day, Dongfeng Honda and Guangqi Honda performed the best on average, especially Guangqi Honda, where customers came in and out frequently. On the whole, these two companies are the largest number of joint venture brands. As for Volkswagen, Toyota and Nissan, they can only be said to be reluctant.

In the whole park, there are two China brand dealers with more customers. You can guess who they are. Yes, it's Geely and Haval. Although there are not many customers in the two stores, they basically have car-watching and test-driving, which is quite good.

second, the number of customers is scarce, and selling cars follows fate

objectively speaking, in fact, at that comprehensive level that day, it is already remarkable to have several groups of customers in the store. Therefore, among many brands, in fact, the majority are accompanied by running. For example, this Guangzhou Automobile Chuanqi, even though the slogan has been so shocking, there are still very few customers in the store.

Take this Volvo dealer as an example. Even in the new S9 Town Store, there are not many customers in the store. The same is true of Cadillac, which is also sparsely populated. It seems that although price reduction is a way to quickly increase sales, the damage to the brand in the later period is irreparable. These two brands are good examples. If Cadillac wants to coax another wave of popularity, it is estimated that CT4 can only be discounted to 16,.

Secondly, among the joint venture brands, there are quite a few brands that "sell cars with their fate", such as Buick and Chevrolet. In fact, their experiences are similar to Cadillac's, and the prices have dropped a lot, so it is not easy for people to afford them any more.

Relatively speaking, Kia and Hyundai performed a little better. After all, both of them have new products in the exhibition hall, and some customers come to see the new cars, especially the new Elantra of Beijing Hyundai, which is very conspicuous outside.

Third, it's lonely and chilly.

The last category, which has the largest number, has only one word: miserable.

Let's start with French cars. This Citroen and Peugeot have been connected to the grid for sale. But even so, no one cares. I observed it at the door for about ten minutes, and there was no customer except the staff. I talked to one of the salesmen who was smoking at the door, and he told me frankly that he had been selling Citroen in other stores before. In fact, the days are very comfortable. Although the salary is low, I never have to work overtime and I don't have meetings every day. The only drawback is that I'm a little lonely. When I first went, there were four salespeople in the store, and after one year, he was alone. The most exaggerated time is that no customer came to see the car from morning till night for three days in a row. I stayed in the exhibition hall for a long time and even had hallucinations, and occasionally talked to myself in the car. This was quickly transferred here, and at least make a companion with the sales of Peugeot.

In fact, not only French cars are so miserable, but also luxury brands. Not far away, the finidi 4S store is also empty, and it seems that the lights in the store are not turned on, so I have no nerve to go in again. I read the report two days ago that the inventory of Britain and finidi became the first. Well, it's true that every family has a difficult experience.

There are actually many other brands, and most of them are independent brands, such as Qichen Automobile, Dongfeng Scenery, Xingtu, dongfeng fengshen, and Zotye, which has closed its store for rent. This scene, is it a miserable word?

in fact, not all joint venture brands are better. For example, Skoda, which is green and glowing, Mitsubishi, which is sparsely populated, and Fick, which sells cigarettes outside collectively, may be even more sad than we thought.

conclusion: obviously, after the severe epidemic, although the economy is picking up and the automobile market is on the rise. However, today's market is not the same as it used to be. Consumers are more cautious when spending, especially for big items such as cars, and the probability of impulsive consumption will be lower. This has led to a serious polarization in the market. The brands that sell well are not worried about selling at all, and none of the brands that can't sell can be sold. Therefore, I personally speculate that this trend will become more and more obvious next. For some brands and dealers, it is really better to stop loss in time if they are struggling, don't you think?

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