Suzuki snubbed Changan and wanted to support the rapid rise of Changhe Automobile as its main helper in China, so Changhe Suzuki introduced the Wagon-R model of the Beidouxing to the market. Pen | fun | pavilion www. ｂｉｑｕｇｅ。 ｉｎｆｏ

The imported Suzuki 1.0L engine, in addition to the manual transmission, is also equipped with an automatic transmission model, with a maximum speed of 140 kilometers per hour, the European No. 2 emission standard, and a fuel consumption of 5L per 100 kilometers.

Changhe Suzuki has prepared a production capacity of 60,000 units, and the initial price is more than 90,000 yuan due to imported parts, and it is expected to reach more than 60,000 yuan after localization in the later stage.

Knowing that Suzuki has launched a new model, many prospective car buyers have come to the 4S store to find out.

"Hey, isn't this the light of China?"

That's the first reaction of consumers when they get started.

Who made the imitation Suzuki's Huaxia Light have been advertised in China for two years, giving everyone a preconceived impression.

"Huaxia Light is copying our Suzuki products, we are the pioneers of authentic multi-functional mini cars! And in the power system, we use imported engines and transmissions, and the performance is more excellent!"

Changhe Suzuki's sales had to repeatedly clarify the real relationship between its own products and the light of China.

After a test drive, the car performed very well, was flexible and easy to drive, and the customers began to ask the price and learned the numbers that surprised them.

"This car actually costs 90,000 yuan, and I can buy a sedan Zhonghua 'Qin' and drive it back. The same shape of the light of China only sold for more than 40,000, just now the test drive found that there is not much difference with the Big Dipper, Changhe Suzuki is so priced is the brain into the water. ”

Seeing customers come to the door one after another, and then leave a comment of "not worth buying" and leave, the sales of 4S stores are about to cry.

Due to the use of too many CKD imports, so the cost of the Big Dipper has not been reduced, in terms of pricing, the Chinese side hopes to enter the market at a price 50% higher than the light of China, but the Japanese side vetoed.

Although the performance of the Big Dipper is superior to that of the Light of China, the excessively high premium will drive away consumers, and the market research of Changhe in China is in place. It's just that the control of the company is in the hands of the Japanese side, and Suzuki's judgment of the Chinese market is very different.

In order to put an end to Changan Automobile's similar anti-water moves, Suzuki has a very strict control over the Changhe Suzuki joint venture, and the Japanese side occupies the right to speak in it.

Suzuki believes that the Big Dipper is a boutique car that sells very well in Japan, and coupled with the reputation of the Suzuki brand in the field of small cars, Chinese consumers will accept and love the boutique car from Japan, and at the same time are willing to pay a premium to buy a car that can last for 8 years.

In China, an extremely price-sensitive market, especially in the 90,000 yuan market, domestic sedans can already be bought, so the sales of the Big Dipper in the first month of listing were extremely bleak.

Changhe Suzuki did not announce the specific sales volume as scheduled, and the number is said to be no more than three digits!

Seeing the surging development of China's micro-car market, even the imitation Huaxia Light can win 100,000 sales, so Suzuki has high hopes for the Beidou Star and gives an expected target of 60,000 units.

Unexpectedly, in the first month, he was poured a basin of cold water on his head, which made both sides of the Sino-Japanese joint venture feel cold.

Suzuki's head Osamu Suzuki has always compared the Chinese market with India, and feels that due to the limited economic strength of Chinese consumers, economic cars are the most suitable products for Chinese people. Fuel-efficient, easy to drive, and durable, this is a selling point that Suzuki is proud of.

But unexpectedly, the Chinese market is completely different from India, Chinese like big cars, only under the premise of limited wallets will consider small cars, Suzuki's market sense of smell here is out of order.

If the Big Dipper can't become an instant hit, then the expected production capacity of 60,000 units will have to be empty, and Changhe Suzuki's first joint venture product will fail.

To this end, the Chinese side asked Suzuki to reduce the cost of imported parts, reduce the current price of the Big Dipper, and achieve the goal of localization as soon as possible.

One month after the launch, the price was reduced by 30%, which is a great damage to the car brand, and the first batch of consumers who bought it are estimated to come to make trouble and return the car.

"It may be that Chinese consumers still don't understand the excellence of the Big Dipper, so they will maintain the original price for three months, and then decide how to deal with it depending on the situation. During this period, we will promote the localization of engines and transmissions, and strive to significantly reduce the cost of the Big Dipper.

I am very angry that your Chinese company copied Suzuki's motorcycle, and now it is copied from Suzuki. As much as I believe Suzuki will win, now we have to do some work to deal with. For Huaxia Light's plagiarism of the Wagon-R model, I suggest that it be resolved by legal means and sue Zhonghua Group in China. ”

Originally, I was going to turn a blind eye, but now the light of China has become a big stumbling block to Suzuki's China strategy, and if I don't remove this stumbling block, the Big Dipper has been suppressed, so Suzuki Shu decided to sue Zhonghua Group for infringing Suzuki's intellectual property rights.

In terms of motorcycles, Japanese motorcycle brands have taken up intellectual property weapons to achieve certain results, and this time it is their turn to snipe at China's emerging car brands.

From imitation to autonomy, this is an inevitable process, and even Suzuki has referred to the mature products of other brands when it made its fortune.

Therefore, Suzuki is secretly collecting evidence and preparing to sue Huaxia Light in court for infringing its intellectual property rights, demanding a ban on the sale of Huaxia Light and proposing huge compensation.

Of course, Han Hao had no way of knowing all this, he was indulging in the joy of the explosive growth of Huaxia Microcar.

In 2000, Huaxia Light sold a total of 117,000 vehicles, becoming a well-deserved king in the field of domestic micro-passengers.

The price is affordable, there are two versions of 5 and 7 seats, the 1.2L engine is the strongest in its class, and the appearance is in line with the aesthetics of Chinese consumers, so it is natural that it will be a big hit.

With Huaxia Light alone, Huaxia Automobile defeated Hafei (Songhuajiang), Changan, Changhe, and Wuling to become the first in the micro-passenger industry.

This year, the micro-passenger market increased by nearly 40% year-on-year, and the above companies except for Wuling, which sold 40,000 vehicles, the other three are in the early 80,000s.

If it weren't for the limited production capacity of Huaxia Light, its micro-customer market share would have further increased.

In terms of micro-goods, the newly listed Huaxia Rongguang has also achieved good results, with the help of the hot sales of the big brother Huaxia Light, it has achieved sales of 23,000 units.

Taking over the Dongfeng production base in Panning City, Huaxia Rongguang was able to rapidly expand its production capacity. Due to the rise of micro-customers, the micro-goods market has been squeezed out, so the growth rate of the micro-goods market is not high.

The top two micro-goods are Wuling and Changan, which sold 43,000 and 36,000 units, respectively. The third place is the sudden rise of Huaxia Glory, with the help of Huaxia Automobile's excellent resources, it quickly gained a firm foothold in the market segment of micro-goods.

In the micro-car market, whether it is Chang'an launched the "Urban Beibei" and "Happy Prince" facelifted Alto models, or Xiali's "Golden Xiali" EFI truck, it cannot threaten the status of Huaxia QQ.

Super cost-effective, cute and avant-garde appearance, very in line with the needs of young people's first car. QQ continues to maintain a hot sales trend, the winner takes all, the better it sells, the more people want to buy, which has both herd psychology and trust in large-scale products.

"What kind of car do you buy for 5 or 60,000 yuan?"

"Just pick the best QQ in the market, and it's guaranteed. So many people buy it, just follow it. ”

Such a conversation speaks of the advantages of being in the market leader's position, and QQ, which came from behind, firmly occupies the top position, with annual sales exceeding 86,000 units, more than the second and third places Xiali and Changan combined.

The appearance of Alto and Xiali has not changed for too long, and consumers are tired of seeing the old-fashioned image, and they know that it is a new product when they open QQ. In particular, the configuration of QQ is very rich, and the CD player and air conditioner that young people like are standard.

Xiali's life is very difficult, the sales of more than 100,000 are now halved in the early 50,000s, and the restriction of sales and the replacement of taxis in big cities have hit it very hard.

Coupled with the squeeze of Zhonghua, Chery, and QQ cars, the market of Xiali is shrinking, and the former king of micro-sedan cars is setting in the sunset.

Therefore, Tianjin Automobile Xiali is very happy about the approval of the joint venture with Toyota, and expects Toyota to bring the new model to China for production and save the company that is suddenly in trouble.

In the micro-car market, the sales volume of the Huaxia brand exceeded 200,000 units, reaching a record of 226,000 units, becoming a veritable industry hegemon.

When Huaxia began to incorporate the field of micro-cars, the domestic car market was booming, and mid-to-high-end cars began to become the cash cows of major joint ventures.

The sales volume of the Passat exceeded 30,000 units in the first eight months of its launch, indicating that the Volkswagen brand still has superhuman appeal in China.

Its competitors GM Buick has an annual sales of 29,000 units, GAC Accord has 32,000 units, and even the sales of Fengshen Bluebird, which has been on the market for less than half a year, have exceeded 9,000 units.

The mid-to-high-end sedan market has opened the floodgates all at once, bringing a steady stream of demand.

GAC Accord sold 32,000 units, bringing a profit of 1.06 billion yuan, which once again made Honda feel the horror of the Chinese market. Compared with the Volkswagen Passat, which also achieved 30,000 units, the profit is only a lot more, and the secret of Volkswagen's years of making a fortune in China has finally been known by other giants.

Such a successful market experience led Honda's headquarters to decide to launch the seventh-generation Accord in the Chinese market simultaneously with the world in the future, and continue to maintain its leading position in the mid-to-high-end sedan market.

Compared with Toyota, Honda should be more sincere to Chinese consumers. Toyota's model for Tianjin Automobile is still the previous generation NBC platform that it has eliminated, incarnated as the "Xiali 2000", ignoring the new Corolla that the Chinese side wants to launch.

Among these brands, the happiest is the Fengshen Blue Bird of the Second Automobile, with 9,000 sales bringing it a profit of 160 million. The second automobile has been trapped in the enterprise has no star products, and now Fengshen Bluebird has made up for this shortcoming, allowing it to find a second leg to walk.

The Chinese car market is so lucrative, which also makes Nissan Motor, which originally only exported technology, really start a joint venture with the second automobile.

Watching Honda beat the Japanese giants with an Accord and became the best developed car brand in China. Nissan has also started to think about selling its mid-level car product Teana in China.

Another low-key and reassuring fortune is FAW Audi, which sold 17,000 units a year, with an average price of more than 400,000 yuan, and the Audi A6 dominates the high-end market of Chinese buses.

Overnight, the parking lots of major government departments were full of black Audi A6, which officially became the representative of China's buses, and the same as the Toyota Coaster of the Chinese bus is the irreplaceable car for the leaders to go out.

As for the luxury car that many people are concerned about, China BMW, because it has been on the market for less than two months, has sold more than 1,000 units.

These cars were imported from Germany, and when they were simply installed on four wheels in China, they drove off the production line. Except for the words "Zhonghua BMW" on the rear of the car, it is completely identical to the original BMW produced in Germany.

Han Hao is still quite satisfied with the sales, BMW's internal annual sales are 10,000 units, and it should be easy to achieve according to this momentum.

However, he is more concerned about the localization process, and in order to ensure costs, BMW must reduce tariff costs and put some parts in China for production and procurement.

At this time, SAIC Volkswagen produced 30,000 units in 8 months, and the efficiency of localization reached 40%, which convinced Han Hao. This kind of resource integration and mobilization ability is the real strength of Volkswagen, which has been rooted in China for more than ten years.

In the same way, projected onto the Audi A6, the current market demand is strong, and sales are bound to continue to rise in the coming year.

As a competitor, China BMW, must find a way to shorten the distance with Audi, and Han Hao hopes to win the sales target of 13,000 yuan in the coming year.

At a time when the joint venture brand is making a lot of money, the independent brand Chery is also feeling the huge profits in the sedan market.

In the markets of Anhuai and Shuchuan provinces alone, Chery won 6,000 outstanding results, and the profit reached 49 million that year.

This is still based on Chery's limited production capacity and excessive cost sharing, no wonder everyone wants to squeeze into the Chinese car market, where the profits are too lucrative.

In the future, Chery will be affiliated with the SAIC catalog, so it will be able to sell all over China in a grand manner, and such sales are estimated to have doubled several times.

The Zhonghua car, which is most valued by Han Hao, has achieved a good result of 41,000 units with the "Qin" model. Although sales declined at the end of the year due to the launch of Sail, the monthly average of 3,000 units remained high.

As a newly launched self-owned brand sedan, Zhonghua "Qin" has completed its task excellently, taking advantage of the gap in the market of 100,000 sedan stalls to win a large amount of orders, until the emergence of GM Sail.

Because it is an imitation model, the research and development cost is very low, and the power system is still produced by itself, so Zhonghua "Qin" has brought 900 million profits to the company.

This is the highest profit brought by a single model since Han Hao started his business, with an average profit of 22,500 yuan per car.

The state implements catalogue control on the car market, and industry access has actually formed a monopoly market to a certain extent, and the enterprises that are qualified to enter have obtained huge profits by virtue of their monopoly position. It is no wonder that Volkswagen Santana has not been replaced for many years, and the lack of competitors can still rely on its monopoly position to obtain huge income, squeeze an old platform to the limit, and sell more than one million vehicles in total, so as to obtain extraordinary returns as much as possible.

The 900 million profits, will be invested in the development of the second generation of the Chinese "Qin" and SUV project, in order to share the cost of the same chassis and power system, Han Hao is determined to launch the city SUV.