Recently, FAW Group announced the sales performance of its brand segment 10 month. Among them, the Hongqi brand is still flying, with a sales volume of 23,000 vehicles in June of 5438+ 10, up 93.6% year-on-year. During the period of 1- 10, the cumulative sales volume of Hongqi reached153,000 vehicles, up by 103% year-on-year, and it is expected to reach the KPI of 200,000 vehicles.
The Pentium brand, however, still has no Pentium. In June of 5438+00, the sales volume was only 0.5 million, down 58% year-on-year. This year, * * * sold 67,000 cars, accounting for only 34% of its sales target in 2020.
FAW Pentium, which shoulders the banner of "independent rejuvenation", seems to be evolving into a stumbling block.
In the blueprint of FAW, Pentium is an indispensable "general".
Pentium, born in 2006, is an independent brand of China FAW for the mass market. Its development is of vital strategic significance to FAW, and FAW Group has always attached great importance to and supported the future development of Pentium brand.
Pentium started smoothly. With Mazda's power and chassis, the first model, Pentium B70, became a phenomenal product in the mid-level car market in one fell swoop, and so did the subsequent B50.
However, the good times did not last long. In recent years, due to the slow pace of product launch, unable to keep up with market changes, and the first downward adjustment of China automobile market in 28 years from 2065438 to 2008, FAW Pentium "at home and abroad" suffered a low development.
On 20181kloc-0/7, faw Pentium held a press conference in Tengchong, Yunnan.
On that day, Pentium, which was founded in 12, turned into a brand new Pentium with a new LOGO of Window of the World, and released a compact new car named T77, which also set a new goal of entering the first camp of China brand.
However, contrary to expectations, the misfire of Pioneer T77 made the passion of "New Pentium" not get a brilliant number.
According to the data of Lv Fei Automobile, the cumulative sales volume of Pentium T77 from June to September this year was only 2 1300, down 35.92% year-on-year. In the best period of "Jin Jiu", Pentium T77 only handed over the report cards of 2,772 vehicles, ranking among the top 100 cars in China for a long time. Among them, the sales data of 1.2T model equipped with Pentium T77 is only 28 vehicles, which is far from the sales of mainstream automobile brands at present.
In addition to poor sales, T77 has become a "rollover" warning of new Pentium quality.
On February 20 19, C-IASI China Automobile Safety Index (China Insurance Research Institute) released the crash evaluation results of T77, five of which can be said to be "unsightly", namely crashworthiness and maintenance economy, with an overall evaluation of P (poor); In terms of occupant safety, the overall score is m (average); The frontal 25% offset impact rating of 64km/h is all P (poor), and the side impact rating of 50km/h is all M (general); The frontal 25% offset collision scored P (poor).
Moreover, on the website of a third-party automobile consumption complaint platform, the T77' s customer satisfaction score is only 1.5, and the complaint volume of its 20 19 model is ***247, and the fault problems focus on the engine, body accessories and electrical appliances.
Facing the precarious market, FAW Pentium once again ushered in the opportunity of transformation.
In April this year, FAW Car announced that FAW Pentium had become an unlisted wholly-owned subsidiary of FAW Group and operated independently under the Hongqi brand. And from 2020 to 2022, it will give Pentium 800 million yuan each year for three consecutive years, totaling 2.4 billion yuan, helping Pentium to accelerate its development pace on the original basis.
At the same time, FAW Mazda was also separated from FAW Car this year, and its joint venture shareholder was changed from FAW Pentium Car Co., Ltd. to FAW shares.
Earlier, some insiders pointed out that Mazda, which was originally FAW Car Company, occupied the company's development resources, which made Pentium unable to open its arms.
However, now that FAW Mazda and FAW Pentium are independent of each other, the shackles of each other are gone, but the sales volume does not seem to improve.
Although the sales volume is not satisfactory, Pentium has been trying to find a direction to adjust.
In the past two years, in China, where the SUV ranks first in the world, Pentium can also think of betting on the SUV market, intensively launching brand-new T33, T77 and T99 models, in an attempt to occupy the consumer market with low, medium and high-end comprehensive SUV matrix.
In 20 19, with the T-series SUV product matrix, Pentium made a small contribution in the market.
According to official data of FAW-Pentium, in 20 19, the sales volume of FAW-Pentium exceeded 120,000 vehicles, up 33% year-on-year, and its sales volume ranked12 among its own brands.
However, relying on the SUV to "walk on one leg" is obviously difficult to "gallop".
"Car companies that lack car types have insurmountable ceilings for development."
As a result, betting on the car market has become another place for FAW Pentium, and the former car product "pillar" Pentium B70 has also been pushed to the stage.
In fact, FAW Pentium rose from a car, and the first generation of Pentium B70 released in 2006 set a benchmark for its own brand of high-end cars. The brand-new third-generation Pentium B70 refers to the B-class car market, and FAW Pentium hopes to make it a "new national car".
However, the market competition of "national sedan chair" is fierce.
According to the data of1-September released by the Federation, the sales volume of B-class cars ranks in the top ten, and it is still the world of joint venture brand models and luxury brand models. The Accord, Camry and even Passat, both B-class cars, are not fuel-efficient lamps, and the independent brand Geely Xingrui has seized a certain share.
"The brand-new third-generation Pentium B70 will be based on products that ordinary people can afford and drive well. From the perspective of sales channels, the third-and fourth-tier markets will be the main battlefield of the new third-generation Pentium B70. " ? Wang Shengli, deputy general manager of FAW Pentium Car Co., Ltd. and general manager of the sales branch, said.
"Sink channels and avoid confrontation."
This is a shortcut, but whether the "vision" of FAW Pentium can be realized, perhaps, the market will give an answer soon.
"200,000+in 2020, 400,000+in 2026 and 5438+0,600,000+in 2022. By 2025, it is necessary to achieve a production and sales scale of 6.5438+0.5 million vehicles and enter the first camp of independent passenger car brands in China. "
This is the KPI formulated by FAW Pentium, and it is also a "hard battle" that has to be played.
But the slogan is easy to shout, but the goal is difficult to achieve. How confident is FAW Pentium to return to the first camp of China brand?
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.