In recent years, with the strong rise of domestic new energy vehicles and the deep involution between new energy vehicles, the "perception" of joint venture brands should be said to be very obvious. Because with the continuous iteration of domestic new energy vehicles and the continuous lowering of the purchase threshold, the sales and market share of many joint venture brand products have been taken away by these new energy vehicles, especially some models that do not involve brand height and are more inclined to be used, and the performance of joint venture brands is even more stretched, such as small hatchbacks and small SUV models.
In the past few years, many joint venture brands have seen that consumers in the domestic market have a high degree of "superstition" about joint venture brands, and at the same time, domestic consumers' preference for SUV models is also very high, so many joint venture brands have launched some small SUV models in China, such as Honda's Binzhi, XR-V, Nissan's Jinke, Volkswagen's Tanying, Tukai, Audi's Q2L, etc. After these models were launched, they still achieved good sales results for a period of time, especially Honda Binzhi and XR-V, which sold more than 10,000 months in many months, and even became one of the leading models of Honda's two joint venture brands for a time.
But now, the situation has completely changed, before the monthly sales of more than 10,000 small SUV models, has been very declining, take the past 11 months, Honda's two small SUV models XR-V and Binzhi, are still the top two joint venture brand small SUV sales, but in terms of absolute sales, it is not as good as before. XR-V, as the No. 1 model of the joint venture brand in that month, sold only 4,432 units, and the sales volume of Binzhi was only 3,111 units, and in addition to these two cars, none of the remaining joint venture brand small SUVs even sold more than 2,000 units, and the joint venture brand small SUV market was in a slump!
In fact, as we said, it's not just the joint venture brand small SUVs that are doing poorly, but also the small hatchbacks, which are mainly family and practical, are also performing similarly. And these models have the same competitors, that is, domestic new energy vehicles, now we can say, in the face of these joint venture brand small SUV models, domestic new energy vehicles have the strength to achieve dimensionality reduction, stronger power, more cost-saving, richer configuration, and even higher product levels, all of which directly hit the joint venture brand small SUV "life", consumers choose domestic new energy vehicles with stronger power.
For example, the official guide price of the XR-V in China is 1199—15.290,000 yuan, the length of the car is 4380mm, equipped with 15L naturally aspirated engine with a maximum horsepower of 124PS. It can be seen from the sales volume that this car is the benchmark product of the joint venture brand small SUV, but through the core data, it can be seen that this is a family car product that is enough, not to mention large space, high performance, and it is not cheap.
BYD's plug-in hybrid model, the Song PRO DM-i, is priced at 1298—16.580,000 yuan, which is equivalent to 10,000 yuan more expensive than XR-V overall, but this car has a length of 4738mm, 1The 5L engine has a maximum horsepower of 110ps, a total electric motor power of 197ps, and two pure electric range versions of 71 km and 110 km, with an acceleration of only 7 per 100 km9 seconds. Therefore, in the case of only 10,000 yuan more expensive, rational consumers will most likely choose Song Pro DM-i, and in the field of domestic new energy vehicles, there are many models like Song Pro, and some are cheaper than Song Pro.
The purchase of these new energy vehicles, in addition to obtaining more space, stronger power and richer configuration, there is also an advantage is to save money, these new energy vehicles, including pure electric and plug-in hybrid, commuting in urban areas, the overall cost level is very low, and it is the more congested and more provincial, which is completely opposite to fuel vehicles. Therefore, from the perspective of family cars, it is obviously much more cost-effective to choose these domestic new energy vehicles than to choose some joint venture small SUV products that have no space, power or power, and configuration.
Therefore, in fact, with the rise of domestic new energy, especially some low- and medium-priced new energy vehicle products focusing on household use, are constantly "eroding" some market segments that were originally controlled by joint venture brands, and the joint venture brand small car market and joint venture brand small SUVs are the hardest hit areas. Because in these two market segments, consumers buy cars, mainly based on practicality, the so-called brand tonality and the like, almost meaningless, then in this case, the purchase of domestic new energy vehicle products, is obviously more cost-effective, and these new energy vehicles, at the level of product power for these relatively entry-level joint venture cars, is also a dimensionality reduction blow.
In the future, the days of these joint venture brand small SUVs and small sedans will only become more and more difficult ......