Changan automobile? Change the bid? Is it okay if the new logo looks like this? Immediate results? Change the sales dilemma
Changan is not the first automobile brand to change the logo from the original metal 3D texture to a unified flat style. Previously, Toyota and Volkswagen released new logo styles in May and August respectively.
What happened to Changan Automobile sales this year? Waterloo? . In the first half of 20 19, the overall sales volume of changan automobile decreased by 3 1.65% year-on-year, and 825,200 vehicles were obtained. Among them, Changan's own brand sold a total of 392,000 vehicles, down 26%, and the joint venture brand declined as a whole. At the same time, Changan Automobile's operating income and net profit in the first half of the year were 29.88 billion yuan and-2.24 billion yuan, respectively, down 16.2% and 239.2% year-on-year. In this case, whether Changan Automobile can get immediate results through renaming may be related to the accumulation of price wars, too many product lines and brand loss a few years ago.
Overall, the sales volume of Changan Automobile still showed a downward trend in August. In this regard, Changan Automobile said:? This decline was mainly influenced by the joint venture sector, while the independent sector doubled year-on-year. It is worth noting that due to the completion of the share swap by Jiangling Holdings, the shareholding ratio of Changan Automobile decreased from 50% to 25%. The production and sales data of Changan Automobile no longer include the traditional fuel vehicles and new energy vehicles controlled by Jiangling.
Previously, Cheyou's front page reported that Changan Automobile updated the brand logos of all its platforms to a new style design. The new car logo still follows the classic Chang 'an standard, but the three-dimensional shape is updated to a graphic design, and the all-black logo is more concise.
Changing the logo is not only to enhance the brand image, but also to meet the needs of the electrification era. At present, Changan Automobile is advancing? Shangri-la? Plan. It is estimated that by 2020, the construction of three special platforms for new energy vehicles will be completed, and the annual sales volume of new energy vehicles will reach 2 million. By 2025, we will stop selling traditional fuel vehicles and realize the electrification of a full range of products. Obviously, Changan Automobile is stepping up its efforts in new energy, intelligence and brand strategy, but the effect still needs to be judged by the market.
As for the Lincoln brand to be made in China, first of all, Changan Ford has not laid a good reputation foundation for it. At that time, Lincoln was on sale, and all the models were imported, but he still had to cut prices drastically to maintain the annual sales of 55,000 vehicles. Nowadays, pricing will become a difficult problem. If the current preferential price is maintained after domestic production, it is equivalent to a disguised price increase in the eyes of consumers. If the domestic price can be lower than the preferential price, the profit margins of Changan Lincoln and Changan Automobile will be difficult to guarantee.
From this point of view, although Changan Automobile has launched many new models in this joint venture brand, it seems that no one can carry the sales banner for a long time. Although the sales of Chang 'an's own brands are gratifying, there is no premium in the sales process for the independent models that focus on cost performance. Bicycle profits are too low, and it is difficult to help yourself turn losses into profits.