How legendary is 2023?
At the beginning of the year, when the first war first emerged, almost everyone thought that this was really a ** war, and after the battle, they would do whatever they wanted. Surprisingly, this is not a war, but a change in the whole industry, and by the end of the year, it has shown a trend of normalization.
shouted for a whole year that "the joint venture car companies make a force, that is, a force", but the fact is that according to the data disclosed by the Passenger Association, from January to November 2023, among the top ten retail sales of passenger car manufacturers, North and South Volkswagen, GAC Toyota, FAW Toyota, and SAIC-GM are all impressively listed. Even if BYD squeezes FAW-Volkswagen from the first place, "your big brother is still your big brother after all".
Moving our eyes to the ranks of new forces in 2023, I believe that few people in the audience could have predicted that Wei Xiaoli, who said well, would fight out of the world halfway. It has been dormant for so long that many people have begun to question what Huawei has brought to the world. Just when the peers despised it and the audience ignored it, AITO Wenjie came back with the new Wenjie M7 and the flagship model Wenjie M9. It doesn't matter if you come back, the all-new M7 sold 17,039 units directly in November, surpassing the ideal L7 and ideal L8, which were once invincible in the medium and large SUV market.
Looking back on the past year, the industry is legendary, and the legend is that the market is full of uncertainty. The existence of uncertainty makes everything interesting, but it is precisely in the era of uncertainty that a brand that can stabilize and create its own certainty in uncertainty may be the brand that has the real ability to experience industry changes again and again, so as to get better and better.
Such a brand is GAC Trumpchi.
Stability is victory
What exactly is the meaning of stability?Does stabilizing mean a lack of initiative?
In this era of "fast", it seems that not making a big leap forward is a failure, and not making people memorable is a failure in failure. However, this is not the case, especially for those traditional independent brands, it is not easy to stabilize, make progress while stabilizing, keep their territory, and explore new markets by the way.
According to official data, from January to November last year, the cumulative sales of GAC Trumpchi have exceeded 370,000 units, a year-on-year increase of 144%, 11 months to exceed last year's cumulative sales.
Although it is said that if you don't advance against the current, you will retreat, but looking at the entire market, pull out the competitors of GAC Trumpchi's "peers" and line up to take a look, we will find that there is a year-on-year increase, and there are very few that can be stabilized. For example, Great Wall Motor's cumulative sales from January to November decreased by 2 percent year-on-year compared with the same period last year8%；Another example is Chery, with the help of export business, the year-on-year growth rate is only 96%。Needless to say, the joint venture rivals of the same generation do not need to say much.
In fact, not only is the pace of development steady and progressive, but the performance of GAC Trumpchi in 2023 in terms of development quality is also remarkable.
According to the data, from January to November last year, the cumulative sales of the Trumpchi MPV family reached nearly 150,000 units, and the sales volume has exceeded 10,000 for 10 consecutive months, and it is well-deserved to be the No. in the MPV market1。At the same time, with the arrival of the Trumpchi E9, the Trumpchi M8 and the Trumpchi E9 together form the twin stars of the Trumpchi brand in the field of high-end MPV, and the two have helped the Trumpchi brand achieve the milestone of winning the top luxury MPV sales in China for a total of 60 consecutive months.
After the debut of the Trumpchi E8, the Trumpchi brand MPV product matrix is more abundant, and the market share of the MPV family has now exceeded 20%. You read that right, it's 20%. This figure means that in the MPV market that has changed from a "blue ocean" to a "red ocean", even after the influx of new energy products including Denza DM-i, VOYAH Dreamer, etc., even if classic products such as Buick GL8, Sena, and Odyssey are still there, the market of 1 5 belongs to Trumpchi.
In fact, not only the MPV family, but also the achievement of the Trumpchi brand in 2023 lies in the fact that the whole brand has made steady progress and achieved a real upward breakthrough.
From January to November 2023, the brand's mid-to-high-end models accounted for nearly 40%, and the average price of a single vehicle exceeded 170,000 yuan. Simply putting out the numbers, everyone's perception may not be strong, we might as well make a comparison.
According to the data, thanks to the development of mid-to-high-end SUVs, the average price of Great Wall Motors is about 130,000 yuanGeely Automobile, Changan Automobile and Chery, the average price of a single car is about 100,000 yuan. BYD, which has a relatively more complete product layout, has an average price of about 160,000 yuan after removing Yangwang and Denza.
After comparison, it is not difficult to find that GAC Trumpchi, which has both high volume and high price, is the representative of the real high-quality development of independent brands.
They are all fighting and grabbing, but only the one that is stable wins.
A year in Trumpchi
Guarding one's own one-third of an acre of land cannot achieve stable development. It's more likely that your opponent has unknowingly invaded your hinterland before you even think about it.
Therefore, for the Trumpchi brand, it is not like the upper reaches of the Qingfeng River to live a leisurely and safe life, but a shield in one hand and a spear in the other, which is not broken or standing, and always maintains a high enterprising heart.
Take the MPV family as an example.
From the perspective of the external market environment, the MPV market is the only area where the penetration rate of new energy products is not high, and whoever can win it first will be able to "usurp" successfully in the next 3, 5 and 10 years. New energy + MPV is the strength of the new forces.
But at the same time, this doesn't mean that the traditional big names can just give up on themselves. The approach of the Trumpchi brand is to provide the market with Trumpchi M8 and Trumpchi M6 in the era of fuel vehicles, and present the Trumpchi Zhidian new energy E9 and E8 to consumers in the new energy era.
Trumpchi E9 and Trumpchi E8 are two products with extremely distinctive characteristics and extremely clear positioning. The former, focusing on the 350,000+ high-end new energy MPV market, focuses on a high-quality, high-quality value;The latter is targeting the blank market of household MPVs below 250,000 yuan, with two models priced at 20 respectively980,000 yuan and 22980,000 yuan, after the very sincere **, it is a product force built around household attributes in an all-round way.
After the experience of the market, the Trumpchi brand has abandoned the wide-cast net style commonly used by the brand in the past few years, and strives to be ruthless enough, accurate enough, and hit with one hit.
As a result, we can see that since its launch, the market share of Trumpchi E9 has increased rapidly by 5 times in a short period of time, and among users, the replacement ratio of owners from BBA luxury brands has exceeded 50%. As for the Trumpchi E8, as early as before it was officially launched, blind orders exceeded 20,000 units.
Do not seek wide and shallow, but seek accurate and deep. GAC Trumpchi's style of play in 2023 is worth learning from all peers.
Write at the end
Looking back on 2023, why is it that in the era of fuel, new energy, the era of ** and the era of uncertainty, the concept of "buying MPV, choosing GAC Trumpchi" will be deeply rooted in the hearts of the people?
The author thinks that one of the reasons may be that the Trumpchi brand is mature and stable enough, which gives you the confidence to hand over your trust, and trust that the Trumpchi brand can develop itself with a calm and elegant attitude no matter what the situation, and continue to produce newer and better products for us.
*From the Internet, invaded and deleted).