Recently, a "blockbuster" rushed to the light passenger market - Nanjing Iveco announced the initiation of the "ice-breaking action", its main logistics vehicle model to reach the light passenger market with an unprecedented sales price of 99 million sales (also cut prices and Kang Yun), for the first time, broke through the 100,000-ton mark of the European light passengers. This breakthrough is not only a breakthrough in prices, but also very likely to rewrite the existing pattern of the light passenger market, which is currently very competitive.
European light passenger price "breaking ice"
The protagonist of the “Ice-breaking Action†is the main logistics model of Italy's Iveco's “Profit†series, and in 2005 and 2006, it was awarded the title of “City Car Rental Car of the Year†by the China Federation of Logistics and Purchasing. As a model that has been sold in the Chinese market for more than 10 years and has a holding capacity of more than 200,000 vehicles, the “proudly†light passengers have developed quite well from the brand point of view as well as from the market point of view. They have a lot of safety, dynamics, and carrying capacity. The reputation of the area is good. This is an important reason why prices have remained strong for a long time. As a result, Iveco has promoted this promotion to be the main force and has been guessed by competitors that it is "promising" that light passengers are becoming strategic weapons for Iveco to expand its market. As far as the market is concerned, as a member of the “proudly†series models, whether Kangjia is a strategic product is not important, and it is the key to extend the tentacles of price to below 100,000 yuan. As we all know, in the car market, the prices of European and American brands are mostly higher than those of Japanese brands. This is because in different markets, the concept of car R&D is very different from the car concept. In the light passenger market, this is still an ironclad rule. The price difference between light and passenger vehicles of the same grade and between European and American brands and Japanese brands can sometimes reach as large as 40,000 yuan, so it can be said that Iveco’s “icebreaking action†is In a deep sense, it reflects the determination of European and American department brands to call for Japanese brands, as well as the deepening of China's strategy.
Initiate the "fish effect"
Deepening China's strategy is absolutely groundless. According to statistics, in the first half of last year, the total logistics volume of industrial products in China alone reached 23.4 trillion yuan, a year-on-year increase of 15.6%. For every 1% increase in urban logistics business, urban logistics vehicles grew by 3.9%. The growing market has stimulated more and more manufacturers to try to enter this field. At the same time, the quality of China's urban logistics vehicles is uneven, and Japanese brands occupy a certain degree of market share. Since 2005, the light passenger market has shown a pattern of “big two and small middleâ€: Jinbei (a large number of Japanese Toyota technologies) has an absolute quantitative advantage in the low-end market of 70,000 or less, and more than 100,000 yuan. In the high-end market, the European products represented by Iveco are rapidly expanding. In the range of 70,000 to 100,000, most Japanese light passengers and Japanese-European hybrids have long been faced with a dilemma of quality upgrade and cost increase, and their living space has been squeezed. Therefore, the strong performance of Iveco's "Ice-breaking action" will undoubtedly trigger a strong "catfish effect" in the mid-level light passenger market. Different from the lag in mid-end product upgrades, there is a strong demand for upgrades of Japanese brand light bus master vehicles. In particular, for most small and medium-sized logistics companies, they often want quality when renewing vehicles, and they have to consider the cost of one-time car purchases. Faced with a price gap of up to 40,000 yuan between the European light passengers and Japanese light passengers, this part of the consumers could only temporarily hold the money for purchase. Iveco's “Ice-breaking action†can be said to come out in terms of quality and price. A balance has been found and it is highly probable that the new round of light passenger car climaxes will come early. In the face of the condescending situation of the European and American brands, the light-guest companies (including Japanese brands and joint venture brands) originally entwined in the low-end market are nothing more than two choices: either they will not hesitate to price war in the end; Upgrade to counter the pressure of the European brand. However, whether it is left or right, the light passenger market will face a "deep cultivation" - a comprehensive reshuffle.
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