The Chinese automobile market has always been a big target for global automobile companies to compete for. Throughout the year of 2020, there are many models to be proud of in the automobile market, such as Nissan Sylphy, Honda CR-V, Haval H6, etc., which have won many consumers with strong potential.
However, there are also veterans who have fallen on the altar. They were running all over the streets back then, but now they can't even see the road. Today we take a look at inventory. Over the past 2020, five frustrated models have sold poorly. Is it self-inflicted or inappropriate?
1. Jetta VS7
Average monthly sales: 2,850 units
Officially launched in March last year. As of December last year, Jetta VS7*** had sold 34,203 units, with an average monthly sales volume of 2,850 units.
Good guy, you are the flagship of the Volkswagen Jetta brand, and you have the three blessings of German quality. You are built on an MQB platform like Tanyue. You are a German medium-sized SUV, which can be purchased for more than 100,000. It makes sense for the sales to be booming!
The reason for the "rollover" is probably that the VS7 did not continue the quality and performance of the past Jetta cars. First of all, when the door is opened, there is a large area of ??hard plastic material and a pungent smell in the car, which is a common problem of cheap joint venture SUVs. Secondly, the combined power adjustment of 1.4T? 6AT is average. A medium-sized SUV weighing nearly 1.5 tons is really a small horse. The car has high fuel consumption and drinks No. 95 gasoline; moreover, the engine has no sound insulation cotton, the door has no sound insulation strips, and the tire noise and engine noise are too loud; in addition, the number of complaints is very high.
Nowadays, Chinese consumers are becoming more and more familiar with cars. If they want to use the halo of "Jetta" to fool them, it will obviously be difficult to succeed.
2. Land Rover Discovery Sport
Average monthly sales: 2,237 units
Looking back, when I first entered Huanahui, Land Rover could Comparable with first-tier luxury brands such as BBA, its popular models can usually sell more than 100,000 units. But today's performance in China has to be described as "miserable". Many models, such as Velar, Aurora, and Discovery, are all going downhill. Land Rover Discovery, from January to December 2020, Shen Xing (called Discovery Sport after mid-term changes) sold 26,849 vehicles, with an average monthly sales of 2,237 vehicles. This is indeed not in line with Land Rover, a high-end luxury brand. style.
In terms of product strength, the Discovery Sport is not the number one in the Land Rover product line, but it is cost-effective! The price is 356,800, and a discount of 100,000 will be given three months after the launch. The entry version will be available for less than 300,000. But why can’t sales increase? First, the old model found so many little errors in God’s behavior that it was scary. Complaints abounded about engine oil leaks and transmission oil leaks, and recalls were issued. Secondly, with the domestic production of Land Rover, Chery Land Rover's brand strength has been reduced a lot, and "cut corners" have also appeared in terms of quality. You can see that other car brands are making progress, and you are also "opportunistic", finally building the trust of consumers.
2. Mercedes-Benz GLA
Average monthly sales: 1235
From January 2020 to January 2021, the total sales of GLA at Mercedes-Benz was 16 ,061. Compared with 60,000 vehicles in 2018 and nearly 40,000 vehicles in 2019, 16,000 vehicles sold in 13 months is a bit bleak. Fortunately, sales have picked up in the past two or three months, but life is not as smooth as the Mercedes-Benz GLB with the same power.
Gla’s sales in Mercedes-Benz are mediocre, largely due to inaccurate positioning. In order to lengthen the wheelbase and increase the riding space, the sporty crossover SUV has become bloated and fat, and it is no fun at all. To be honest, what people who buy GLA want is that it has good personality and the space is suitable for home use, so they can just buy GLB!
Of course, competing models also sucked away some GLA sales. Audi has a great Q3 discount, and the BMW X1's space is comparable to that of a mid-size SUV, not to mention the siege of second-tier luxury brand SUVs with higher price levels.
Can its sales not be sluggish due to "internal worries" and "foreign troubles"? Maybe a complete replacement would be more appealing.
3. Mitsubishi Xinjinxuan ASX
Average monthly sales: 846
The Mitsubishi brand is an old qualification in the Chinese automobile market, with many Chinese Consumers are proud to drive classic hard-core SUVs such as Pajero and other Mitsubishi models. At that moment, the brand's popularity was high. But how glorious the past was, how declining the present situation is. Mitsubishi, in China! As the protagonist of the family, Jinxuan ASX only sold 10,149 units last year, while CR-V's monthly sales at Honda were more than double that of the year.
Sales halved due to Jinxuan ASX's lack of competitive advantage. Model changes are slow, performance configurations have no highlights, and the interior lacks quality. Mitsubishi's reputation in China remains. I only hope that you can change your strategy, create another glorious Phoenix Nirvana, and create greater glory!
4. Citro?n Tianyi C5 Airlines
Average monthly sales: 782
In China, the label "Applause is not a good place" is most suitable for Citro?n, french car. The news about Citroen on the Internet is very harmonious: heavy materials, stable chassis, good handling, etc. Then the market sales proved that it really saves money, and few people are willing to pay for it.
Citro?n’s Tianyi C5 Aircross, its highest-selling car, only sold 9,385 units last year, with average monthly sales of only 782 units, which is really bleak in today’s SUV market. In fact, it is not that Tianyi C5 air? cross product is not strong enough. Only after driving this car do you realize that its chassis is really stable and can achieve a balance of sportiness and comfort. This is mainly due to Citro?n's "magic carpet suspension", or PHC adaptive hydraulic stabilization technology. Make the suspension of this car soft and hard, which can show different comfort when traveling on different roads. In terms of safety, French cars have always been relatively well-known. The front and rear anti-collision beams are all made of aluminum alloy, which is very friendly. Counting the five disappointing models in 2020, there is nothing wrong with not selling well.
The reason why Citroen is not selling well is that French cars do not know how to cater to the current Chinese market. They are so obsessed with their "personality" that they are stuck in today's sales dilemma.
Written at the end
The frustrations of the above five cars seem to tell us a reason for survival: in modern society, you can’t get far by “eating out”; just talk about feelings and don’t buy anything. ; Only by advancing with the times, ensuring the brand and establishing credibility can we win everyone's hearts. Otherwise, no matter how high the sales and reputation are, it will eventually become an old force and be abandoned by consumers!