In 20 18, China automobile market ushered in the first decline in 28 years, and passenger car sales fell by 4.1%year-on-year;
In 20 19, the decline of passenger car sales in China further expanded to 9.6%.
In 2020, the automobile market situation will be more severe. ...
This is the overall data. If you look at the specific brands and market segments, the changes in the auto market will be more intense.
For example, as the pioneering work of joint venture small SUV, Buick Angola's monthly sales volume has been maintained at 89,000 vehicles for a long time, but in 20 19, the monthly sales volume continued to be lower than 2,000 vehicles, and finally the annual cumulative sales volume was only 265,438+0381vehicle; Ford's wingbeat is even worse. The annual sales volume of this small SUV market segment, once the benchmark model, dropped to only 2924 vehicles in 20 19!
Under the general trend of consumption upgrading, the status of small cars is actually a bit embarrassing. Like many small cars, many small SUVs are on the verge of delisting. However, from the market performance of Binzhi and XR-V, C-HR and Yize, as well as popular songs and road cars, it shows that the demand for small SUVs is still there, but it has undergone profound changes compared with a few years ago.
First, the size should be close to the traditional compact SUV.
Second, although it is a small car, the technical and quality standards cannot be low at all;
Third, today's young people under the age of 30 are "post-90 s". To win their favor, design must be cool enough, trendy enough and personalized enough.
In short, the market has higher requirements for upgrading joint venture small SUVs than other market segments. The success of Binzhi /XR-V and C-HR/ Yize is precisely because of meeting this new market demand. Exploring songs and exploring the road is another way. Volkswagen relies on powerful integrated system capabilities. When it enters any new market segment, it can always get a share. However, with the continuous overdraft of brand power, this situation is also changing.
Then, after Binzhi /XR-V and C-HR/ Yize, are there any examples of joint venture small SUVs doing more extreme in actively adapting to market changes?
The upcoming brand-new Peugeot 2008 is such a product.
1, which will replace the current domestic 3008.
Brand-new design, brand-new platform, brand-new generation Peugeot 2008, except the name, has little in common with the previous generation 2008. The wheelbase is increased from 2540mm to 26 12mm, an increase of 7.2cm, which is almost the same as the current Dongfeng peugeot 3008. The length of the bus also increased by 132mm, reaching 43 12mm. Compared with competitors, the new 2008 has made a greater improvement in body size, which is infinitely close to the compact SUV Dongfeng peugeot 3008, while the passenger compartment space of the new 2008 is even better.
In fact, the manufacturer has also made it clear that the new Peugeot 2008 will replace the 3008 in Dongfeng Peugeot's existing product series. Therefore, the launch of the brand-new Peugeot 2008 should not be understood as a substitute for the old 2008, but also a reorganization of Dongfeng Peugeot's product sequence.
Of course, in general, the new Peugeot 2008 is still a small SUV, and PSA Group defines it as "B+SUV"-in France, "B" corresponds to what we usually call A0, which is a small car; The "C-class" in the French market is what we call "A-class", which is the so-called compact car.
As a consumer, Zhu Qing doesn't think it's necessary to worry about what class a car is. First, because there are more and more models, the levels of models tend to be infinitely subdivided, and the boundaries between levels are becoming more and more blurred; Second, you should be concerned about the actual internal space and technical quality standards, and of course, performance and quality, not the level itself.
In terms of actual space, the new Peugeot 2008 has a front head space of 960mm, a rear head space of 940mm and a rear leg space of 730mm, all of which completely reach or even exceed some compact cars. Take the lateral width of the rear seat as an example. The previous generation Lei Ling and Golf were 65,438+0,240 and 65,438+250 mm respectively (the latest model should be improved, and there is no data at hand), and Honda Jade was only 65,438+0,654,38+0,300 mm-both compact cars, while the new Peugeot reached 60 in 2008.
Creating more interior space within a limited size range is the real advanced design.
2. Design: How to make a cool word?
Speaking of design, there is no doubt that this is the biggest highlight of the new Peugeot 2008. When it is placed in many SUVs of the same class, the most eye-catching thing must be it.
▲ The new Peugeot 2008 looks like a new species together with its peers. Why did I put a white photo in 2008? Because it doesn't need bright colors to make itself more eye-catching.
Of course, if it is just weird and exaggerated, it is meaningless to attract attention. What is rare about the brand-new Peugeot 2008 is that it is extremely fashionable and stylish, but it is also dynamic. So far, apart from the new Peugeot 2008, I haven't thought of the second model of the same class.
Personality, fashion and dynamic, I won't explain, where does the "atmosphere" come from?
The atmosphere is never big. The new Peugeot 2008 has a rare atmosphere of the same class SUV. One is because of its unique body proportion, and the other is because its design is full of power.
In fact, it is the proportion, not the absolute size, that determines the visual effect. Generally speaking, the greater the ratio of car width to car height, the more atmospheric it will be visually. As can be seen from the picture, the designers of the new Peugeot 2008 are trying hard to reduce the height of the car body on the premise of ensuring enough interior space. Toyota CH-R also adopted the same approach, but it still affected the rear head space to some extent. The "aspect ratio" of the brand-new Peugeot 2008 exceeds 1. 15 (Toyota CH-R is near 1. 15), while most of its peers are around 1. 10, and Ford Wing Beat is only/.
If you pay a little attention, you will find that there are many similar trends in car design in the past few years, such as big rims, high waistline, thicker front, shorter rear, sharper body lines and fuller body contours, all of which are aimed at making cars look stronger, stronger and more energetic. The new Peugeot 2008 is bolder and sharper in handling, so although it is a small car, you won't think it is small at all visually. It has a strong atmosphere that is rare at the same level.
Of course, this aura also comes from the heart.
How cool is the interior design of the new Peugeot 2008!
Peugeot's i-Cockpit cockpit is cool enough, and the new Peugeot 2008 has gone further and created the so-called "3D? I-Cockpit ",equipped with 3D floating LCD dashboard, I was deeply attracted anyway. Its rich interior design levels, exquisite details and innovative ideas make the so-called "design" that will only make the display screen bigger and bigger look rough and superficial.
▲ Ambient light, carbon fiber decorative board, multi-function steering wheel for racing car, electronic gear lever. The interior design of the new 2008 is not only cool, but also smart and practical. Up to 16 storage spaces. Below the center console is the most accessible space in the car. The new 2008 has a double-layer storage box, which doubles the utilization rate.
▲ The new Peugeot 2008 is equipped with the world's first 3D floating LCD instrument panel. The instrument panel is equipped with foreground and background screens, which can achieve the effect of holographic projection. According to the importance and urgency, presenting dynamic and animated effects in the foreground screen closer to the line of sight can improve the feedback speed by about half a second.
3. Control: Champion base?
I don't deny that everyone is actually a face value control. But in today's era of excessive competition, it is not enough to have a face value.
The most profound change in China automobile market is that consumers pay more and more attention to driving control. In the past, they only asked the car to "drive", but now they ask it to "drive easily", which makes people "love driving".
For an ordinary family car, driving well does not mean how strong its absolute performance is.
For example, the brand-new Peugeot 2008 is a small SUV after all. Although it is equipped with a 230-horsepower engine, it has won the international annual engine award for four consecutive years (20 15-20 18), and the maximum output of 100 kW /230 Nm is also outstanding among engines of the same class (65438+ of some competitors).
▲PSA, a 230-horsepower engine, has adopted a number of advanced technologies and won the international annual engine award for four consecutive years. Not only is the power output strong, but more importantly, the turbine will intervene at 1000rpm, and the peak torque can be reached at 1750rpm. The grand prize jury thinks that this engine not only has good engine sound, strong output and excellent fuel economy, but also has negligible turbine lag. In addition, the durable design within 240,000 km/15 that will not cause obvious wear and tear is also an important reason for its winning the prize for four consecutive years.
In other words, the zero-speed acceleration of the new Peugeot 2008 may not be as fast as some competing models equipped with 1.5T or larger displacement engines, but for an ordinary family car, "good driving" does not mean how fast the acceleration is. What matters is whether the vehicle responds quickly and directly to various commands, and then whether the vehicle's execution of commands is linear enough and meets people's expectations-this is the legendary integration of people and vehicles. The second is whether the handling stability limit of the vehicle is high enough.
Manipulation is definitely Peugeot's strength. Once dominated the world rally championship for many years. In recent years, he moved to Dakar and won the championship for three consecutive years (20 16-20 18). It can be said that Peugeot models, whether cars or SUVs, all have a champion's sports gene. Previously, in the elk test conducted by a professional organization in Europe, peugeot 3008's score was 80km/h, which not only created the highest record of its class-even if the SUV of its class basically exceeded 72km/h, it was excellent, surpassing many sports cars and performance cars.
The brand-new 2008 has not been officially launched, and of course there is no result of this test, but I believe it will be equally excellent, because it is a brand-new model under the new CMP modular structure of PSA Group. Nowadays, automobile giants have entered a new era of modular architecture. Modular architecture can not only improve the universality of components, reduce the development cost and shorten the development cycle, but also has some other characteristics, such as higher rigid body, lower center of gravity and lighter structure.
The center of gravity of the new Peugeot 2008 is 25mm lower than that of the previous generation (the same as Toyota TNGA); Only Peugeot's patented structural adhesive technology improves the rigidity of the car body by 20%; All these can greatly improve the handling stability of vehicles and bring more driving pleasure.
4. Great concept renewal
If you take the SUV of the same level on the market as a reference, the new Peugeot 2008 can be said to be a perfect score for face value and a perfect score for control; If compared with those small SUVs in the past, it is a brand-new species.
In the past, the pain point of consumption solved by cars was mainly "affordable"-that is, affordable. Consumers may have a limited budget and can't afford a bigger one, so they have to settle for the second best. Now young people choose a small SUV, not because he can't afford a big car, but because he thinks a small car may be more suitable for him. That's all. He is unwilling to compromise on design, quality, technology and performance.
Let's take a look at the sales performance of the joint venture small SUV in the past two years. Cheap ones don't sell well, while good ones are positioned at relatively high end, such as Binzhi /XR-V, C-HR/ Yize, Ge Tan and Tujia. ...
The new Peugeot 2008 and other higher-level vehicles on CMP architecture adopt completely consistent technical quality standards. I'll just give you a few examples here-
The new Peugeot 2008 has four CAN buses. This is extremely rare, not to mention that this small SUV, even some mid-to high-end cars, rarely uses four CAN buses, which will certainly push up the cost, but the advantages are higher reliability, stronger anti-electromagnetic interference ability, higher signal transmission speed and faster response. Now it is not a good car without a good electronic and electrical architecture. The electronic and electrical infrastructure of the new Peugeot 2008 is ahead of many intermediate or even advanced cars.
Another detail surprised me even more. The amount of new Peugeot 2008 body structural adhesive actually reached 57.8 meters. What is this concept? Toyota Velanda, which just went on the market, used 14.79 meters of structural adhesive, and this is already a big selling point of Velanda-meaning that competitors use less or even useless. Peugeot 2008 is one level smaller than Willanda, but the amount of structural adhesive is four times that of Willanda! To tell the truth, are French sometimes a little too real? The extensive use of structural adhesive not only greatly improves the rigidity of the car body, but also greatly improves the NVH performance, especially the low-frequency comfort.
For another example, Dongfeng Peugeot will launch a pure electric version of this car-E? In 2008, this electric car was equipped with Valeo's first efficient heat pump management system in the world. This alone has increased the cruising range by 50 kilometers. If you increase the battery capacity to get this extra 50 kilometers of battery life, the car price may need to increase by about 30 thousand yuan. For example, Weilai ES6 Sports Edition, two models with a battery life difference of 70 kilometers, the guide price difference is 50,000 yuan; Aian LX60 and LX70, the battery life is only 17 km, and the guide price is 1 10,000 yuan.
Through these examples, we can know that the new Peugeot 2008 is a small car in size, but it is completely consistent with other models on the CMP platform in terms of technical quality standards, such as durability. The new Peugeot 2008 implements PSA's global unified anti-corrosion commitment: the quality is as good as new in three years-this is also the highest standard in the industry (see the table below).
This is a huge concept update. In the past, different types of cars not only meant different sizes, but also different technical quality standards and manufacturing technology levels. After entering the era of modular architecture, cars like the brand-new Peugeot 2008 have begun to implement almost the same technical quality standards as high-end cars, which is completely different from previous cars.
I don't believe that people are deaf.
I've always liked Peugeot.
From Peugeot 405 20 years ago to Dongfeng Peugeot's first domestic model 307 to 607, 4008 and 508L, the experience of driving these cars is very beautiful: unique design and first-class control. Unfortunately, in recent years, Peugeot's performance in the China market is quite unsatisfactory. There may be many reasons for this, but it is not just products. There is no doubt about it.
In recent years, Peugeot's new products have achieved great success in the world. In 20 17, peugeot 3008 (China Dongfeng Peugeot 4008) won the European Automobile of the Year Award, which was the first time that an SUV model won the European Automobile of the Year Award. This year, Peugeot 208 won the European car of the year award again with a score of 39 points ahead of the second place; The brand-new 2008 has not been listed in Europe, but as of February 29th, its orders in Europe have exceeded 58,000! As we all know, the recent downturn in the European auto market, coupled with the impact of the epidemic, is enough to make PSA Group excited about the new 2008 reservation.
Some people say that Peugeot didn't pay enough attention to the China market before, but I don't agree with this. Who will not pay attention to the China market now? It may be a bit difficult to say that people are not acclimatized. For example, when introducing models, they can't step on the rhythm, and they take it for granted that they know the market demand in China. However, in the brand-new 2008 car, we saw a different Peugeot.
This is a global model, but the world premiere is in China. In my impression, this is not only the first time for PSA Group, but also the first time for all multinational automobile companies. Please note that this is a truly global model, not a modification or special model for the China market. This fully reflects Peugeot's emphasis on the China market.
In addition, different from the past, this kind of attention is not only a gesture, but also a trend of vehicle development. A global car is sold in different markets at the same time, but there must be so-called core markets. At the beginning of development, priority should be given to the needs of this market. In the previous French cars, of course, priority should be given to meeting the needs of the European market, but in the brand-new Peugeot 2008 car, we can see that the China market ranks first. Otherwise, this car will not be equipped with such rich intelligent configuration and functions, nor will it deliberately emphasize the space and comfort in the back row.
Of course, Peugeot brand still faces many great challenges in China market, but the products are the most critical after all, 4008, 5008, 508L, brand-new 2008 and E? Excellent products like 2008 can be continuously launched, and I believe this brand will definitely have opportunities in China. Especially the brand-new 2008 is not only an important brand-new model, but also a brand-new beginning for Dongfeng Peugeot.
The Chinese music scene in Hong Kong was once full of unintelligible songs. A master like David Henry Hwang, a musical genius, was never asked to write songs. David Henry Hwang did not believe in evil and carved a seal-"He who does not believe in human beings is deaf". Looking back now, how many saliva songs are still being sung? Uncle Zhan's masterpieces are destined to remain immortal.
The automobile market is bound to go through a noisy stage. Cars that break the A-pillar in safety tests sell well, cars that consume fake fuel and power water injection sell well, and cars that make fake chips are sought after. ...
However, the market will eventually return to rationality, and really good products will be recognized. The brand-new 2008 is the persistence and persistence of Dongfeng Peugeot's "I don't believe there is hearing loss in the world".
Words? |? Zhu Qing
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.