B-class performance sent into a new favorite

Looking at the 2013 auto market, in addition to leading the trend of personalized A-class car wind and water, the B-class car as a strategic focus of car companies, in response to individual needs of consumers is also "action frequently", following the Beijing car After six months of planning for the mid-to-high-end market and after the high-profile launch of the first high-end product, Sinbo, Changan Ford, FAW Mazda, FAW-Volkswagen, and Shanghai GM followed suit, putting the replacement of the old models in full swing onto the agenda.

The rise of the consumer structure, the rise of personalized demand With the 80,90 consumer groups have gradually become the main automobile market, the traditional "big to the United States", take the moderation of the golden line on the gradual decline of consumer appeal. On the contrary, those models full of fashion, personality and dynamic elements are sought after, such as small-sized SUVs such as Angkola and Wingbu, and high-performance personalized models such as Beiqi Saab, Regal GS, and Mazda ATENZA have been highly praised by young users. .

Insiders pointed out: "Past consumers will want to get the sense of recognition of the entire group, and now a large part of consumers also want to reflect the diversification in the mid-level car, can show their own personality; personalization is not only reflected in the appearance of The more important is the enhancement of performance and quality.

The upgrade of consumption structure is deeply reflected in the demand for cars. The experience of buying cars by Mr. Feng of Beijing is a good proof. Mr. Feng, who was just over the years, worked for a large foreign trade company. Since winning the shake in July, he has been buying cars. He had already paid a deposit and was prepared to buy a law-abiding Korean car. However, after participating in the 48-hour free departure test drive of Beijing Auto Saab, he decided to choose a more personalized and more powerful Sic Bo. In Mr. Feng’s words: “The car that is well-placed in the middle of the street has been fatigued by beauty. It is my food.”

B-class car changes in the depth of performance sent into a new darling A senior automotive analyst believes that the B-class car market competition, follow the same natural law of the jungle - natural selection, the survival of the fittest. The competitive B-class automobile market has become even more fierce because of the upgrading of the consumer structure, and has also led to the reshuffling of the various factions of the B-Class.

Due to the historical evolution and different design concepts, the current B-class automobile market can basically be divided into several major factions: they are either "middle-class factions" for steady progress, or "performance schools" for dynamic manipulation of titles; or viewed as For the "appearance faction", the pursuit of fashion and dynamic; or return to "comfortable school", to enjoy driving and winning.

In recent years, some models that take the sports route have been eclipsed because of their single function. In contrast, the “performance school” led by Beiqi Saibao and Passat can better understand the deep demands of individualized consumers and will undoubtedly improve the performance of the mid-size car market. The boom has intensified.

With the changes in the mid-level car consumption trend, we will suddenly discover that the mid-to-high-end auto market is not only a “new trend of fashion and dynamic” but a performance-consumption era that breaks through traditions and bid farewell to the golden mean.

It is precisely this insight that Beijing Automotive has invested heavily in the acquisition of SAAB's core assets in 2009 to carry out “technical hematopoiesis”. After a long period of internalization, it has developed an M-trix platform with independent intellectual property rights to create pure The SAAB descent of the Sic Bo sedan, Sword pointed to the 200,000-class mainstream B-class car market, with the characteristics of luxury performance to impress consumers and become the new mainstream in the market.

Consumers' demand for power and driving pleasure is increasing rapidly, especially after the 80s and 90s of performance control. The change in consumer demand of this group indicates that the “3.0 era” of the auto market is coming, and the product development of local auto companies is even more important. And marketing thinking raises new challenges.

Take Beiqi Baobao as an example, turbocharged engine from SAAB technology, aviation lightweight sports chassis, ReAxs rear-wheel steering technology, Bosch ESP9.0 system, ultra-high strength reindeer car body structure design, C-NCAP Five-star safety standards and other super-equipped, so that the Beichen Sic Bo of European descent has the potential to counterattack B-class auto market. On the other hand, the tailor-made experience modes of "land flight show" and "48-hour exit test drive" have also won more high-end users seeking personalized products for this quality product.

Looking back at the development history of the domestic auto market in the past ten years, it is not difficult to find that relying on price advantage and continuously improving technical quality, local brands have already made a breakthrough in the low-end models and have gradually gained a foothold. However, in the B-class vehicle market that represents mid to high-end demand, it has always been difficult to have a big role. The B-class car was once the “forbidden zone” for independent brands. In today's increasingly personalized car consumer demand, Beiqi Shenbao makes full use of this favorable opportunity to explore new opportunities, compete with high-profile and joint-venture brands, and hold high, undoubtedly providing independent brands with more ideas and confidence. .