·The majority of Japanese cars in the first quarter have increased the old models dragged the overall situation

Last week, the data released by the China Association of Automobile Manufacturers showed that in March of this year, the Japanese brand models sold a total of 262,100 units, accounting for 14.01% of the total sales of passenger cars in China; compared with February, the Japanese brand growth rate was significant, but Compared with the same period of last year, the Japanese brand share still fell by 1.33%. At the same time, Toyota, Honda, Nissan and Mazda also released their sales data in March in March: compared with the same period last year, both Nissan and Toyota's sales declined in March, while the first quarter was only Toyota. Slightly falling.
From the data point of view, although there is no "comprehensive" opening, but the Japanese brand after the reorganization is indeed a small step forward. However, the lack of growth in the old models has become a drag on the recovery of Japanese brand sales. If you want to return to the high position, the product strategy of Japanese brands is the key to success or failure.
The old car opened the gap, the new car made up the sales volume in recent years in order to achieve sales recovery, the Japanese brand introduced a number of new cars. In particular, last year, almost every Japanese brand introduced a number of heavy-duty models, ranging from one to Nissan, and five from Honda, and two or three from Toyota, Mazda and Suzuki. In the past March, the Japanese brand also has a number of heavyweight models, including the new crown, Highlander and the domestic Prado 2.7L model.
The new car strategy of Japanese brands has indeed achieved obvious results. Last year, the only three-month-old Guangqi Honda small SUV, Binzhi, relied on the 1.8L model to set a new record of 11,639 vehicles and 7,214 trucks. It quickly occupied a place in the small SUV market. In the first quarter of this year, it was because of Binzhi’s efforts that Guangqi Honda achieved nearly 30% growth. Similarly, the XR-V, a small SUV that Dongfeng Honda landed on the market last year, has also become a major driver of its sales growth, helping its sales stop last month.
On the other hand, before March, Toyota's sales have also been rising for seven months, and Toyota said that this is mainly due to the role of new cars and new cars. However, compared with the growth of its old models, it even dragged down the overall sales, which led to Toyota becoming the only Japanese brand in the first quarter with a year-on-year decline in sales. In March, sales were even more declining. Toyota Motor China spokesperson Xiaode Yokoi said that the reason for the sharp decline in March is that although the sales of the new generation Corolla and Ralink are still strong, RAV4 and Vios are not performing well - data show that in March this year, Vios sales Rising 55% year-on-year, RAV4 fell 40%, and Camry slipped 20%. Xiaode Hengjing attributed the decline in sales to the fierce competition. For example, the dealers were greatly discounted. The Honda CR-V put pressure on the Toyota RAV4 in the same SUV market segment and swallowed up some of the latter's market share.
But in fact, the Honda CR-V and the Toyota RAV4 are considered "difficult brothers." Once in the SUV market, the Honda CR-V, which was once only able to increase the price, was the same as the Toyota RAV4, which had a good initial performance. After the launch of the replacement product, due to appearance factors, competitive pressure, etc., the sales volume has been Hard to return to the peak. Especially in the second half of last year, the sales volume of Dongfeng Honda CR-V has turned sharply, and often staged a "waist" episode.
Some Japanese car dealers bluntly said that many new cars did perform well, and sales growth was obvious, but they could barely make up for the gap caused by the rapid decline of old models.
Turning to T-power, the SUV field has invested heavily in recent years, the growth of China's auto market has slowed down, and the Japanese car brands with sales volume in the downturn are even more difficult to get out of the predicament. However, in the eyes of many insiders, in addition to political factors and market changes, the slow recovery of sales of Japanese cars in the past two years is not unrelated to the “lack of charm” of their products.
“For example, product positioning is wrong, new car introduction is slow, etc.” A German brand dealer believes that the current product update of Japanese cars still relies mainly on vertical replacement of models, and the development of new models is less, and it is unable to keep up with changes in the Chinese consumer market. .
In fact, with the decline in market share in China, Japanese brands have realized their problems in terms of products, and began to “make pains” and seek change. For example, in the era when turbocharged models were spread all over the world, Japanese brands have been sticking to naturally aspirated engines, but most consumers do not seem to buy it. Today, after losing a good situation, Japanese brands began to collectively switch to the embrace of turbocharged, in order to keep up with the times. The newly-launched GAC Toyota's new generation Highlander chose to replace the old 2.7L engine with a new 2.0T engine. In addition to retaining the original 2.5L model, FAW Toyota's new generation crown will also launch a 2.0T engine in the second half of this year to replace the old 3.0L model. Nissan's new hacker, which will be available at the end of the year, will also be equipped with a turbocharged engine.
In addition, in today's hot SUV market, Japanese brands have invested heavily. Following the listing of Xinqijun last year, Dongfeng Nissan has also increased its efforts in the layout of SUV products in recent years: the launch of the SUV T70 at the beginning of the year, and the replacement of hackers and new Loulan in the second half of the year, among which Nissan hackers have been introduced in China since 2008. For the first time since the beginning of the replacement. Honda also hopes to get rid of the downturn with the help of SUV models. At the upcoming 2015 Shanghai Auto Show, Honda will launch a SUV concept car for Chinese consumers, and will also bring 2015 Dongfeng Honda CR-V. The original 2.4L engine was replaced with a 2.4L Earthdream technology engine, and the original 5-speed automatic transmission was replaced with a CVT transmission.
Voice "Although Toyota announced that the overall sales volume in the first quarter fell slightly by 0.1%, our store sales fell by at least 20%. The first quarter of last year was about 180 vehicles per month, but currently only 150. Corolla, RAV4 from sales There is not much change, but Crown, Reiz and Vios are still not good to sell. Reiz sells an average of 2 cars a month, Vios 3-5 cars; although the new crown has begun to sell, but from the current performance, regardless of the old models, In the first quarter, none of them were sold.”——The sales staff of a certain Toyota Toyota 4S store in Beijing “At present, the number of eight FAW Mazda dealers in Beijing sells Artez in about one month. About Atz FAW Mazda has a lot of help in image enhancement. Although we are not as good as Changan Mazda has two models of blue sky technology, compared with last year, our sales status has improved as a whole.”——A certain automobile Mazda in Beijing 4S shop sales staff.

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