In recent years, the trend of the domestic SUV market skyrocketing is an indisputable fact, and at the same time, another blue ocean has gradually been discovered - the low-end home MPV market. Under the leadership of the world's first monthly sales model Wuling Hongguang, the domestic market has gradually emerged a large number of independent MPV products. These 100,000-level MPVs have occupied the majority of the domestic MPV market share, and the MPV market has achieved sales in 2016. 2.647 million vehicles, an increase of 25.8% year-on-year. Among the top 10 sales in China's MPV market, the top eight players are 100,000-class independent MPV products, which is not hot.
It is obvious to all that all independent auto companies are scrambling to launch new SUV products, and they are also arranging their own MPV products in order to achieve the goal of double harvest in the two largest market segments. But why is the 100,000-level MPV able to fire? How long can a 100,000-level MPV still fire? Today, we will come to the bottom of the analysis.
Look at the face, work is not bad
I still remember that when the autonomous MPV was just released, quite a few people categorized it with the micro-face, but after several years of development, the current 100,000-level MPV has been difficult to interact with the micro-face in the visual level. . Wuling Hongguang has two appearance styles, S and S1. After the change, Baojun 730 has become more and more sharp since the previous calm and moderate. The Changan Lingxuan and Lifan Xuanlang, which were listed recently, also have a very high value. This makes the home MPV show a dynamic side. Therefore, from the appearance point of view, the mainframe factories have exhausted their efforts for these 100,000-level MPVs.
In addition to the value of the face, the current mainstream 100,000-class MPV is also on the interior of the car and the SUV, in addition to the interior of the lines, a large area of ​​soft materials, leather wrap, piano paint, brushed aluminum, The embossing of chrome and other materials gives people a very good feeling in both the look and feel. Many products work well enough to reach the upstream level of today's independent products.
As for the configuration, these 100,000-level MPVs have played a long-term role in their own brands. Many models have adopted ESP and central control large screen as standard, keyless entry, one-button start, automatic air conditioning, automatic headlights, etc. Trend configuration is also very common. When it comes to the sense of science and technology, more than 60,000 Changan Ou Shang not only has a full LCD instrument panel, but its design combined with the central control large screen also reflects the full Mercedes-Benz S-class visual sense; parallel line assist, right blind spot Visual security and other security configurations have also appeared on Changan Lingxuan, which has just been listed. Although these configurations are inferior to the high-end, sensitive, and easy-to-use luxury cars, and there are many gaps in workmanship and quality, it satisfies the “just-needed†needs of consumers, and the people who have me and keep up with the trend. Naturally won the favor of ordinary home users.
More flexible seats
Whether it is from China's family characteristics, life and business dual-use, or the second-child policy for selling points is not difficult to see, 100,000-level MPV buyers, the most fancy must be its large space. For this level of MPV, the layout of the 7-seat can solve many multi-generation family trips, and the ability to put down the rear seats is comparable to the loading capacity of the small trucks. People will say that these 7-seat SUVs also have the same features, but there is no denying that MPV has better practical performance.
Take the 2750mm wheelbase of Baojun 730, its performance even surpassed the Kia KX7, which is a medium-sized 7-seat SUV, which means that the rear row of the 100,000-class MPV (especially the third row) It will be more advantageous. On the other hand, many MPVs use a 2+2+3 seat layout, compared to the 2+3+2 seat layout commonly used in 7-seat SUVs, and the aisle in the middle of the second row of MPVs. It will be more convenient for the third row of passengers to enter and exit, and sometimes even avoid the movement of the third row of passengers to the second row of seats when entering. When it comes to loading capacity, although the MPV's trunk volume is generally not very optimistic, the downside of the third row of seats will be another "extreme" performance of the large space, plus the trunk clearance of the MPV model. It's also lower than the SUV, which means that for MPV, it will save more effort when loading goods.
The main price/performance ratio, where will the future go?
It costs less than 100,000 yuan, can be exchanged for a low value and a handy configuration, can exchange 7 people's easy travel and practical space for daily load, for office workers in first- and second-tier cities. The 100,000-class MPV may be flat. Perhaps the longer body may become a hindrance to the peak traffic, but for a family in the 3rd, 4th and 5th tier cities, this is undoubtedly the choice of both fish and bear's paw. At this price point, there are few choices for 7 SUVs. The mature and cheaper 7-seat MPV products are enough to make you dazzled. This is the advantage of 100,000 MPV.
In addition, why have you been talking about autonomous MPV? Because the budget of 100,000 yuan to buy MPV, the joint venture brand in addition to Zhengzhou Nissan's NV200 (low match) almost no choice, and its configuration, cost performance can not be compared with independent opponents, last year only 10,000 early sales Already the best proof.
Aside from a large wave of mature 100,000 MPVs such as Wuling, Baojun, Dongfeng, Beiqi, Changan, etc., only Changan Lingxuan, Lifan Xuanlang and Qichen M50V were listed in the first half of this year. The 100,000-level MPV market has become increasingly saturated. Where will the next independent MPV go? This year's Shanghai Auto Show may have given us the answer. We have seen new models such as BYD Song MPV and Geely MPV concept car. These models will hit the MPV market of more than 100,000 yuan in the future. The high-end route of Chinese brand SUV has already begun. Results.
Can you see if your own brand should be hot in the MPV field? From the i-Lounge concept car of Guangzhou Automobile, we believe that the high-end MPV route will gradually become the main theme of the future independent brand in the MPV market. After all, compared with the fiercely competitive SUV market, the MPV market of 10-15 million yuan is still a blank. As long as the independent car companies seize the psychology of consumers and find the right time, it is likely to become the next blue sea in the future. .
Conclusion
In addition to the car purchase budget of less than 100,000 yuan, in addition to the impressive value and configuration of the self-owned brand MPV, there is also a flexible space for the killer. The back row can fully meet the commercial loading from Monday to Friday, and the seven seats on the weekend are also used. It can ensure the comfort of the whole family. This is indeed a very good choice for today's Chinese families, especially the family status of the 3rd, 4th and 5th tier cities, so it is not difficult to understand why the 100,000-level MPV will be so hot. And will China's future MPV market be limited to this? Is there a drama in the MPV market where independent brands are hitting higher prices? Will the joint venture brand launch a MPV blank market of RMB 10-15 million? What do you think of it?
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