The development trend of high-end light trucks is obvious

Focusing on the passenger car market, we also look at the direction of the light truck market. With the development of our country’s economy and the increase of users’ purchasing power, light trucks are shifting to high-end models. What impact will the overtaking launch bring to the high-end light truck market? What changes will happen to the high-end light truck market? Let us listen to the views of three light truck dealers.

Moderator: First of all, please tell us about the current high-end light truck market share and growth rate is what? In the sales process, which customer groups are mainly targeted?

Zhang Wei: The user groups facing the high-end light trucks are mainly government departments, state-owned enterprises, and Japanese-funded enterprises, while ordinary citizens and logistics companies are still using less. On the one hand, because of the high price of high-end light trucks; on the other hand, economical light trucks generally use gas brakes, and many high-end light trucks use oil brakes, and the brake safety of high-end light trucks is relatively poor under overload conditions. A light-duty truck with a capacity of 5 tons for loading 15 tons of cargo, although not quite visible from the outside, has a great difference in braking distance. Therefore, high-end light trucks are not yet suitable for China's special logistics market environment. They are only suitable for state-owned enterprises and foreign-funded enterprises that run fixed lines and do not overload.

Jiang Bo: At present, the users facing high-end light trucks are mainly industrial customers, government departments, and individuals with good conditions and private enterprises. General logistics practitioners have not yet reached the stage of purchasing high-end light trucks. However, I have communicated with such users. They are willing to use high-end products. They are only limited by their purchasing power, but after a year or two, they will have this ability.

In the past few days, the truck sales park where our company is located has sold several high-end light trucks, and the buyers are several ordinary logistics users. This shows that the user's purchasing power is increasing, the demand for vehicles is getting higher and higher, and better products will be bought within the scope of acceptance. The overall sales volume of the young card industry went down, but the sales of high-end light trucks such as Qingling and Jiangling went up instead. Qingling sold 3,000 to 4,000 vehicles in Xinjiang last year. This shows that high-end light trucks are getting better and better. It is difficult for light truck companies without high-end products to establish a foothold in the industry.

The advantages of high-end light trucks are fuel economy, low failures, high attendance, comfort, low operating costs, and high residual value. Users who carefully calculate postings will find that the purchase of high-end products is worth the money. In addition, the current price of many high-end products is only 20,000 to 30,000 yuan higher than that of low-end products. The gap is not great.

Zhang Wenshan: The trend of light trucks to high-end development is obvious. However, the current market size of high-end light trucks is still small, with a relatively small market share. Most users are official vehicles, large-scale state-owned enterprises, urban construction, ports, and power companies. Some high-end light trucks will also purchase high-end light trucks for conversion. The high-end light truck users pay more attention to the brand when buying a car, and they do not consider much about the price. This may also be related to their usage habits. They are not just buying cars but are used as production and business tools. Therefore, they pay more attention to the controllability and comfort of the vehicles, and they are second only to the requirements of dynamics.

The demand for high-end light trucks in the logistics market has not yet been developed. There are only some demands in developed regions. For example, Qingling’s traditional sales region is Guangdong, and high-end light truck new products are also mainly oriented to developed cities in the south. This is because most users think that there is no need to use such high-end products for cargo transportation.

However, as the first two dealers introduced, the increase in user purchasing power can not be ignored. Take the Hebei light truck market as an example: A few years ago, Quzhou and Hengshui mainly sold Kama and Shijiazhuang mainly sold. At present, the users of Quzhou and Hengshui are mainly purchasing the era, while the main products of sales in Shijiazhuang are Jianghuai and Aoling. It can be seen that with the development of economy, the demand of users for products naturally changes.

Zhang Wei: Transcendence is developed by manufacturers based on the “landmark car” standard of cities such as Beijing, Shanghai, Shenzhen, and Nanjing. In fact, these products are tailor-made for these cities, and they will be adapted to the current market configuration in these regions. Promotion is not easy to say. Beijing's local standards have been implemented since September 1. Standards include the installation of ABS, EBD, electric windows and doors, driving recorders, and front and rear drums. In my opinion, these are the narrow definition of high-end light trucks. If they do not meet the above criteria, they will not be able to license in Beijing. Many light truck products previously announced by various manufacturers have been scrapped. At present, only a few companies' products can fully meet the above requirements.

On the other hand, according to the plan, by the end of the “Twelfth Five-Year Plan”, SAIC Motor’s commercial vehicle segment will achieve the goal of producing and selling 500,000 vehicles, 300,000 of which will be on Nanjing Iveco, and 250,000 of the 300,000 Its Yuejin brand is completed. Nanjing Iveco's current annual production and sales plan is 50,000 to 140,000 units. With the over-the-line production line, in the future, through the double-shift mode, the overall capacity of the Nanjing plant can achieve a level close to 300,000 vehicles. It can be seen that the introduction of transcendence is based on the opportunity of “landmark cars” to drive sales. This is a normal move.

Jiang Bo: All manufacturers attach great importance to the launch of high-end light-card products. Yuejin is not the fastest among them, and there is still a lot of work to be done in the process from downline to market, such as how to build sales channels, select dealers, and How to build a storefront, etc.

In terms of sales, transcendental also faces many problems to be solved. Many light truck dealers have previously sold agricultural machinery. I think light truck dealers need to start changing their sales model. They should have the awareness and preparation to sell high-end products.

Zhang Wenshan: Now almost all light truck manufacturers have high-end products. The earliest high-end light truck is Qingling, followed by Jiangling, Jianghuai Shuai Ling and Ou Make. It is normal for manufacturers to introduce new products. Just like sesame seeds, it is necessary to introduce a mature product, develop a generation of growth products, and reserve a generation of reserve products. It is necessary to enter the market 2 to 3 years in advance. Only after the year can it be scaled.

Moderator: As the full adoption of European standards, beyond the undoubtedly a high-end light truck in Europe, and the current domestic high-end light trucks are mainly Japanese, showing a "jingle bell" situation. In your opinion, what are the differences and priorities between Japanese and European products in high-end light trucks?

Zhang Wei: The number and type of light trucks in Japan are abundant, and they are known for their flexibility. The number of European light trucks is lower than that of Japanese light trucks. However, from another perspective, it is precisely because of the small variety that the European light trucks can instead be developed for the Chinese market. The design of the products is more, which is good for the future product line extension. However, Japanese light trucks are often used to attract foreign investment. There are very few independent intellectual property rights in China, and almost all stampings are assembled in China.

Jiang Bo: At present, most domestic high-end light trucks use Japanese Isuzu technology. The reason why Isuzu light trucks are leading internationally is because it has its own unique features. In contrast, in Europe and the United States, due to the use of medium-heavy trucks and pickup trucks, little investment is made in the field of light-duty trucks, so there are fewer products available.

Zhang Wenshan: Japanese products and European products have a certain degree of homogeneity, before the high-end light trucks are all "bell" series, the product on the market for too long, giving people a sense of fatigue, manufacturers need to find new selling points. Many manufacturers are adding European elements to the platform of Japanese products, such as changing the engine, changing the appearance, and changing the chassis. However, the price of high-end light trucks is already high, and it is impossible to make changes in all aspects. Otherwise, the prices are too high for users to accept, and it is difficult to sell them.

Moderator: Manufacturers have introduced high-end light trucks and the domestic reality is inseparable. At present, light trucks generally have lower prices and sales profits are not high. Compared with foreign countries, sales and profit models for passenger cars and commercial vehicles in China are upside down. Commercial vehicles are used as production equipment and tools for enterprises and individuals. According to common sense, their prices and profits should be higher, but the actual situation is generally low; on the contrary, the price of passenger cars as consumer goods is obviously high, and profits are also high. High. In this atmosphere, the price wars of commercial vehicle manufacturers frequently occur. Even if one enemy is killed, it will lose 800. In order to change this passive situation, the introduction of high-end products is the foundation and the only way to go.