According to the retail data of the Federation, the overall sales volume of SAIC Roewe in March was only 65,438+02,748 vehicles, which was about 39% lower than that of 26,5438+0,000 vehicles in March last year. The sales volume of Roewe RX5, the fist model after price reduction, was also not excellent. The monthly sales volume was only 4,872 vehicles, slightly higher than 4,500 vehicles in March, but the absolute sales volume was still low. What is the obvious difference between this achievement and?
In fact, after Roewe RX5 reached a high of 92 15 vehicles in September last year, the sales volume has been hovering around 5,000 vehicles. Even if the price reduction promotion was launched in March this year, the actual performance did not deviate from this range. You know, Roewe RX5 is the main sales force of Roewe in SUV market. Now the sales volume of Roewe RX5 is so low, which will naturally lead to the sales volume of Roewe's entire brand being low.
In the SUV market, Roewe RX8, which aims to soar, sold only 542 vehicles in March, Roewe RX9, which also surged, sold only 307 vehicles, Roewe eRX5, a new energy SUV, sold only 65,438+065,438+02 vehicles. It is not difficult to find that Roewe RX5 sales are reasonable, and Roewe has basically nothing to sell in the SUV market.
The SUV market is sluggish, so what is the performance of the car market? Judging from the retail data in March, it is still not optimistic enough. The cheapest Roewe i5 still has the highest sales volume, with 2783 vehicles sold in March. In addition, the sales volume of Roewe Ei5 is 65,438+065,438+002 vehicles, and the sales volume of Roewe ei6MAX and Cleway models in the same month are all below 1000 vehicles.
Obviously, from the perspective of sales, Roewe's performance today is in jeopardy. Not only the original basic disk is being eroded by friends, but also new energy products have not opened up the situation, especially at the moment when the penetration rate of new energy vehicles is getting higher and higher, Roewe's situation is not optimistic.
In my opinion, Roewe's decline now has many reasons. One is that competitors are not only strong but also fast, and the new products launched are more competitive in terms of technical content, appearance and concept. Under the competition of stock, Roewe will naturally face greater growth pressure. Take Roewe RX5 as an example. Its competitors include BYD Songjia DM-i, Haval and Changan CS75. None of these products can "replace" RX5, let alone squeeze the living space of RX5.
The second is Roewe's own lack of efforts. A few years ago, Roewe took the lead in positioning RX5 as an "Internet SUV", and under the vigorous publicity, Roewe also achieved good results. But now, with the arrival of the new four modernizations of automobiles and the rapid popularization of networking and intelligence, Roewe's own characteristics have been "invisible", so it is not surprising that sales are under pressure.
In addition, after Fan Fei left Roewe, Roewe did not launch many new energy products and technologies, especially compared with the first-line friends such as Geely, Chang 'an and even Great Wall and Chery, Roewe did not stand out in the launch of hybrid technologies and products, which will undoubtedly make it lose some dividends.
Write at the end:
Now, Wu Bing, CEO of Fan Fei Auto, is also the general manager of SAIC passenger cars. However, Roewe seems to see no improvement after taking up his new job, and its sales volume is still at the bottom. If Wu Bing can't quickly inject vitality into Roewe in the fierce competition, it seems not difficult to predict what the result will be.
(This article was originally written by the New Media Editorial Department of the automobile industry and written by Lan Zhan. The source should be indicated when reprinting. )
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