With the national IV standard landing in various regions of the country, the domestic light truck sales have plummeted this year, especially the economical light trucks with a large market share, which is seriously declining. As we all know, the economical light truck has won the favor of a large number of individual users due to its low price. After the upgrade of the National IV emission, the price of this part of the light truck has risen linearly and almost doubled. The economy is no longer "economic", what choices do users make? How do manufacturers deal with this market situation?
The sales of economical light trucks for users to buy agricultural vehicles fell seriously. "In the first two quarters of this year, the sales of economical light trucks were flat, but from the sales data in the third quarter, the sales were not good, and the decline was serious compared with the same period of last year." Shenyang Jinbei Vehicle Wu Xin, the head of the large customer department of the manufacturing company of the manufacturing company, told the reporter that due to the impact of the national IV emission upgrade, the two-level differentiation of the light truck users was serious, resulting in a dismal sales of economic models.
“Golden Cup's economical light trucks are mainly for urban and rural, urban users, small individual merchants and farmers, of which the proportion of farmers in the entire user group is more than 50%. From January 1, 2015, the national IV standard will be fully implemented, most farmers All choose to use agricultural vehicles instead of economical light trucks; in addition, some users of logistics or express delivery companies have purchased National IV models in order to keep their daily transportation work from restrictions on regions, time and roads; Looking at the attitude, I am afraid to start." Wu Xin said. The largest proportion of urban and rural and rural users choose agricultural vehicles to replace light trucks. There are three main reasons: First, low-speed trucks (ie, agricultural vehicles) will not be affected by the national IV emission upgrade before 2016, and can travel normally; Compared with the national IV light truck products, the agricultural vehicles are cheaper and easier to return to the present; the third is that the agricultural vehicles can also meet the cargo transportation needs of these users.
An industry insider who asked not to be named analyzed: "In terms of the entire economical light truck market, sales this year are generally not ideal. Light truck companies represented by Tang Jun, according to the data we have obtained, sales in the first half of this year are generally However, in the second half of the year, it fell by about 20-30% year-on-year."
“This is because after the product upgrade, the price of economical light trucks has increased so much that the sales in the whole market are not very good.†Xie Hongda, general manager of the South East Business Center of Yuejin Brand, Nanjing Iveco Sales Company, told reporters that today's light truck users face the purchase of vehicles. Focusing on difficult problems, such as the limited travel of the National III car, the true and false country IV can not distinguish, the price of the national IV product rises, the oil is not guaranteed and other issues have emerged, bringing more pressure on the user.
"When users purchase economical light trucks, they mainly consider the economics of such models. After the products are upgraded to the national IV, the models with the usual price of 3-5 million yuan will rise to 70,000-80,000 yuan or even higher. Most users can't afford such a large price increase. In addition, users only need to spend 2-3 years to earn back the cost, now it takes 44.5 years to return to the original, most users can not accept, so the impact Sales are also inevitable," Xie Hongda analyzed.
Promote product renewal and push the company to push the gasoline version and pure electric version of the light card In order to cope with the bleak status of the light truck market, various manufacturers have begun to introduce newer products and economical alternatives that meet the standards, such as gasoline light trucks, pure electric light trucks, etc. .
“The full implementation of the National IV emission standards, while cracking down on the entire economical light truck market, has effectively promoted the development of new products and the upgrading of National III products. The strict implementation of the National IV standard can be seen as promoting product upgrading. The opportunity." An industry insider told the first commercial vehicle network reporter.
For example, Shandong Tangjun, as a representative brand of domestic economical light trucks, introduced a gasoline engine light truck in order to meet the upgrade of national emission standards. With the gradual landing of the National IV emissions, Tang Jun's gasoline engine product sales have increased, and the market share is gradually expanding.
In addition, the reporter learned from Yang Daotong, the director of the information division department of Shandong Tangjun Ou Ling Automobile Manufacturing Co., Ltd., that Tang Jun is working hard to improve and develop the electric IV logistics vehicle based on the improvement of the national IV product line. Two pure electric logistics vehicles that meet the national regulations have been put on the market.
In response to the national IV emission upgrade, Jinbei launched a national IV product such as an economical light truck represented by the collar in August this year. Wu Xin told reporters that Jinbei will systematically shift its research and development goals to the field of agricultural vehicles, provide better choices for more farmers and small individual merchants, and replace economical light trucks to realize its role in logistics and transportation. In this regard, Xie Hongda also said that with the gradual delisting of the National III diesel engine products, Nanjing Iveco has been continuing product development and product expansion work. "At present, in order to meet the various needs of different users, we are also launching the National Five products and small gasoline engine light trucks while developing the National IV model."
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