The auto show trend of the Chinese market ushered in a truly pluralistic era?

SMM: on Sept. 26, the 2020 Beijing Auto Show, which has been postponed for half a year, finally kicked off, and manufacturers from all over the world pulled out 133new cars all at once, trying to make up for the "Timing" that was missed because of novel coronavirus's epidemic.

For no other reason, the "Golden Nine" of the "Golden Nine and Silver 10" has been "wasted", and there is only one last bus of the "Silver 10" to be carried. If all manufacturers want to successfully achieve the set goals in 2020, the "new car" is a necessary strategic material.

Of course, "new" is certainly a necessary element, but if you want to finally pry into the end user's "wallet", the word "new" is far from enough. More subdivided market positioning, more accurate crowd portraits, more up-to-date design ideas, more advanced intelligent technology, and more direct brand ideas are also important means to resonate with end users.

So the question is, if you look at 133 new cars, what are the similarities and differences between them? We might as well sort out the product trends of this 2020 Beijing Auto Show through some data dimensions.

"New" is the king's way.

If you do a simple statistics, you will find that among the 133 new cars, there are 112 first-launch models, accounting for 84.2%, while among the 112 first-launch models, there are as many as 70 new / replacement models, accounting for 62.5% of the first models.

In other words, of the 133 new cars, models with both "launch" and "new / replacement" labels account for 52.6%. What does such a high IPO rate and new / replacement ratio mean is self-evident, in order to highlight a "new" word, and manufacturers with more initial offerings and new / new generations will naturally be able to gain good attention and discussion.

For example, Audi has five new cars, such as e-tron Sportback and Q5L Sportback, which have both "starting" and "new / replacement" labels, while Beijing Hyundai has four new cars, such as brand new Elantra (parameters | inquiry) and new Tusheng, which can be said to be outstanding in this dimension.

From the perspective of actual sales, as of August, Audi ranked third among luxury brands in terms of sales in China. Although the above Audi new cars are not high-volume products, they all have a good enhancement effect on Audi's brand volume and other volume-going products. Beijing Hyundai needless to say, can change the previous sales downturn, the new Elantra, the new Tusheng two models of the importance can not be ignored.

SUV still accounts for half of the pickup truck heat skyrocketing.

Let's take a look at another interesting statistical dimension.

Among the 133 new cars, there are 54 SUV models, accounting for as high as 40.6%, while the number of cars is only 31, accounting for 23.3% of all new cars, accounting for only 7 models, accounting for 5.3% (excluding some concept cars, racing cars and other categories for calculation).

The interesting thing about this is that although many car companies have been talking about the rise of the car and MPV market in the past few years, judging from the actual actions of various car companies, SUV is still a top priority.

Of course, there are still some car companies that do set their sights on the MPV market, such as Kia's new Jiahua and Roewe's iMAX8, which have received considerable attention among the seven new MPV cars, and whether they are new Jiahua to Kia or iMAX8 to Roewe, they can be said to be strategic models.

Another point worth paying attention to is the pickup. Statistics show that among the 133 new cars, there are 6 pickups. Although it accounts for only 4.5%, the number of new cars in this category is almost the same as that of MPV models. In fact, since some local governments opened restrictions on "pickup", the activity of this segment of the market has increased significantly.

I have to say that the Great Wall Gun is no less hot than other SUV products in the Great Wall Pavilion. Other brands might as well take a look at the pickup market segment.

Let's talk about the statistics of the SUV category separately. There are 19 compact SUV models, accounting for 35.2% of all SUV models, 15 medium-sized SUV models, accounting for 27.8%, 13 medium and large SUV models, accounting for 24.1%, and only Hongqi E-HS9 is available for large SUV.

From the data point of view, compared with the auto show in previous years, medium-sized and medium-sized SUV are on the rise, which is highly matched with some of our previous forecasts, and the trend of SUV segment to "larger" and "more luxurious" may continue to heat up, which is worthy of your attention to BOSS, the mainframe factory in the SUV market.

The proportion of new energy increases to get a new life.

Let's take a look at the overall situation of new energy products.

Among the 133 new cars, there are 41 new energy models, accounting for 30.8%. Although it has not reached the level of "half of the country", this proportion is enough to show a problem. The proportion of new energy products in the mainstream market is increasing, and there is no doubt that the automobile market will evolve in the direction of "new energy" in the future.

Among them, during the exhibition, we found a little interesting thing that LinkedIn launched its first pure electric concept car, LinkedIn ZERO,. Among the high-end Chinese brands, LinkedIn's new energy product range is significantly higher than that of other brands, and the launch of the first pure electric concept car may also mean that Lecker's future development path may be in the "new energy direction". This has also been confirmed by the head of a Chinese brand, who said that Lectra may focus on new energy in the future, which is, of course, just a guess.

In addition, in the subdivision of new energy, there is one point worth mentioning. Prior to this, at the global new energy vehicle supply chain innovation conference, Wang Binggang, head of the national new energy vehicle innovation project expert group, revealed that the 2.0 version of "Energy Saving and New Energy vehicle Technology Roadmap" had passed expert review. mix this new energy vehicle development route back to the top.

From this year's Beijing Auto Show, we can also see that some brands have begun to pay attention to PHEV, a new energy segment, including BEIJING brand announcing that the future BEIJING X7 will launch a PHEV version, Land Rover found that the sports version has also launched a PHEV version, and so on. The BOSS of each manufacturer may be able to pay attention to whether the PHEV market will "explode" in the future.

The era of "true diversification" of automobile products begins.

Above, we have made a general statistical classification and analysis of 133 new cars in Beijing Auto Show from three larger dimensions. in fact, throughout the 133 new cars, there are still some details worth discussing, such as "true diversity".

In fact, there has been a trend of diversification of automotive products since China became the world's largest auto market. However, since recent years, this "era of diversification" has really begun to work, and the trend of more and more subdivided models is more obvious at this year's Beijing Auto Show.

To cite a few examples, such as Audi mentioned above, there are three Sportback launch models: e-tron Sportback, Q5L Sportback and new RS 5 Sportback, while BMW brings two global launch models, the new M3 / new M4, the domestic launch of the new BMW M5, the domestic launch of the new BMW 6-Series GT, and so on. Of course, don't think that "GT" is the exclusive property of luxury brands. Great Wall's Euler good Cat has a GT version.

In addition, during the exhibition, we also found that many brands have launched the so-called "special edition" models, not to mention the "traditional special edition players" such as Aston Martin DBX Special Edition, such as Lincoln Adventurer Dark Knight Special Edition, Mingjue 6 Digital Mamba Limited Edition, WEY VV5 Yuanqi Orange Special Edition and so on.

Whether it's performance cars, hatchbacks, station wagons or special editions, at this year's Beijing Auto Show, brands are trying to tell users that "we are different," and when the trend of this product becomes clear, the era of "true diversity" in China's auto market may begin.

Editor's summary:

Due to the limitation of the length of the article, this article does not launch all 133 new cars, but makes a brief analysis of China's automobile market and product trends from the perspective of data statistics. We can summarize the following characteristics:

1. "China is the most important" is no longer a sentence slogan, more and more brands put their global models in China's first launch;

2.SUV is still the dominant market in China, and SUV products are developing in the direction of "bigger" and "more luxurious". Pickup products may have more market appeal than MPV products.

3. The development trend of new energy in China's automobile market has become irreversible, and it may also be the case for the market segment of PHEV.

4. Hatchbacks, travel, performance cars, etc., were seen as "niche" in the past, as can be seen from the booth; the use of "special edition" models to highlight brand / product differentiation is beginning to be decentralized to mainstream brands.