Some time ago, the Passenger Car Association announced comprehensive sales data for February. In February, the domestic narrow-gauge passenger car market sales reached 250,000 units, a year-on-year decrease of 78.7% and a month-on-month decrease of 85.4%; cumulative sales in January and February were 1.969 million units, a year-on-year decrease of 41.0%. In view of the impact of the epidemic on the automobile market this year, the Passenger Car Association once again lowered its forecast growth rate for the full year to -8. Of course, this is caused by the combination of the early Spring Festival holiday and the epidemic factors.

As for the development of the automobile market in 2020, as early as November last year, the Passenger Car Association predicted that the automobile market will still develop in a good direction in 2020, especially in the direction of high quality, and predicted automobile sales. will grow by 1. After the cooling-off period of the first two months, the market and consumers will have a better understanding of their opinions and needs for cars. As the pace of resumption of work accelerates, automobile consumption gradually heats up and accelerates. The author believes that automobile marketing at this time should be based on meeting consumer needs, which can be seen in the rankings of best-selling models in various countries around the world.

Japan: Honda N-BOX

In the Japanese market, light automatic vehicles can be regarded as a unique type of local vehicles. The compact and exquisite body has an internal space that exceeds that of compact and even medium and large cars; the small-displacement turbocharged engine is not born for surging power output, but to balance fuel economy and meet users' daily commuting needs. Honda N-BOX was not only the best-selling light automatic vehicle in Japan last year, but also the best-selling model among passenger cars; the Corolla we are most familiar with sold 104,406 cars last year.

On the one hand, the high concentration of population brought about by high urbanization, and on the other hand, the superposition of ultra-high road network density makes Japan’s driving roads not spacious. In other words, it is the narrow road space that can be used, which makes light autonomous vehicles need to survive. Secondly, tax incentives and free parking permit policies will guide consumers to choose light and automatic vehicles. Third, N-BOX itself fully embodies Honda’s MM concept, including completely flat rear seats, magic seats, and low-platform design; different design images cater to family customers and young people, and the changeable space The layout allows N-BOX to meet the changing role of consumers from single young people to family breadwinners, and even become a welfare car for the elderly. In general, in addition to objective factors such as policies and the interior environment of the car, the popularity of N-BOX also comes from the practicality and ease of use of the product itself, as well as the forward-looking and convenient car design. These attributes are worthy of study and consideration by many automobile companies.

Korea: Hyundai Azun

Global sales: 103,349 units

Speaking of Yazun, friends who know a little about Hyundai brand cars, you should remember This model was sold in the domestic market as early as 2006. The image of stability and integrity was in line with the market's image demand for mid-to-high-end models at that time. It was not until 2011 that the starting price of Chinese models was 240,000 yuan, and Yazun's popularity and audience were further expanded. But soon, the follow-up models of Yazun did not enter the domestic market. As a mid-to-high-end model, Hyundai Motor mainly promotes the Genesis brand in the US market. In the local market, Hyundai Motor mainly hangs the Hyundai trademark on the Azera. As a full-size flagship model, the Azera received 17,294 orders in one day. .

Even if we target the 40-year-old consumer group, we cannot lag behind Yazun in terms of image revival. The one-piece diamond-shaped gem-cut air intake grille strikes a balance between refinement and sportiness, and its overall design has been praised by American media thousands of miles away. Some friends may think that it is most normal for Korean cars to become the sales champion in the local market; but what they ignore is that the Azera won the championship as the flagship model. In fact, when taking the high-end luxury route, domestic car companies have grasped that we can't just focus on the surface parts such as the stacking of materials and the layout of functional furnishings. We cannot ignore that the luxury of a car lies more in creating an atmosphere and accumulating a car brand. It also requires efforts to cultivate mechanical adjustments and the construction of a driving experience.

France: Peugeot 208

Annual sales: 105,589 units

As a representative of French cars, Peugeot has a deep relationship with the domestic market. Some older consumers have even witnessed the brand's heyday in China. But now its domestic sales and influence are not as good as before, and there are even signs of being forgotten. But what is worth savoring is that many friends who have personally experienced and driven French cars are mostly positive and even praise the product's strength.

In China, "confidence" in product pricing, understanding of vehicle configuration and layout, and the gap between consumers and peers make it difficult to increase sales. French brands represented by Peugeot do not seem to understand the real needs of domestic consumers. Tang Weishi, chairman of the PSA Group Management Committee, who just won the 2020 World Automotive Award, said, "To take root in China, we need to find a successful model"; or this model should start from understanding the market.

United States: Annual sales of F-series pickup trucks: 896,526 units

As a combination of tool trucks and family cars in the United States, pickup trucks are a product favored by many American consumers. Not only does the image conform to the large size that American consumers like, but the interior space can also accommodate many models in a few seconds. The rear cargo bucket can help farmers, engineers and other groups of users meet their loading and unloading needs, while the front half of the body is designed with sports and functions, or is biased towards a luxurious design to meet the daily needs of users. Not only the ride comfort of a passenger car, but also the loading and towing capabilities of a commercial vehicle. In fact, the seemingly contradictory pickup truck meets the needs of different consumer groups for the same vehicle.

China: SAIC Volkswagen Lavida

Annual sales: 526,291 units

Perhaps many people think that Haval H6 is the sales king as the representative of SUV sales, but In fact, in the minds of most consumers, cars, especially sedans, are the most orthodox choice. After adopting the MQB platform, Lavida got rid of the previous idea of ??completely independent design and incorporated more design styles from Volkswagen and Germany. The round and smooth lines are in line with consumers' aesthetics, and details such as chrome decoration are also exquisite. Spacious seating space is the advantage of Lavida, and the flat rear platform expands the overall seating space.

The combination of 1.4T power and 7DSG gearbox is unhurried and quite mature. It has clear shifting logic, fast speed and obvious economic advantages. After years of accumulation, each new model is continuously optimized and improved to meet the deep needs of users, including obsession with image, economic considerations, expectations for power, and requirements for stability; when a car When these conditions are met, consumer recognition is just around the corner.