After the decline in production and sales in 2012, MPV showed rapid growth in both 2013 and 2014. According to the latest data from China Association of Automobile Manufacturers, multi-functional passenger vehicles (MPV) completed production and sales of 1,972,700 and 1,914,300 units last year, an increase of 49.35% and 46.79%.
In 2012, the sales of MPV models was only 493,400 units, and by 2013 it was rapidly increased to 1,305,200 units. This is largely due to the fact that traditional micro-car companies have gradually transformed cross-type passenger cars into car-oriented cars. The location of Buick GL8 and Ruifeng was replaced by compact MPVs such as Wuling Hongguang and Uno. This trend is even more pronounced in 2014. Wuling Hongguang relied on the combined sales of Hongguang and Hongguang S sales, firmly occupying the top of MPV sales.
Today, the compact MPV has almost become the world of independent brands, which to a certain extent meets the upgrading needs of individual industrial and commercial owners and working-class families from cargo use to multiplication. However, when micro-car companies have accelerated the pace of multi-functionalization, it is difficult to cover up the situation that the micro-customer market for cargo continues to decline.
A very realistic situation is that the micro-customer market has approached 2.5 million vehicles in 2010, and the market has begun to decline slowly after the bonus period of the car-to-government policy. The data shows that in 2014, the total sales volume of the micro-customer market was only 1.34 million units, and the micro-customer share dropped from the initial market share of nearly 10% to less than 6%.
The diversified demand for automobile consumption means that micro-car companies are by no means a way out for the transformation of passengers. Actually, from 2008 to the present, the micro-customer field lacks a truly milestone product, which is also a reason for the shrinking of the entire market. The structural upgrade has become the next development trend of Wei Ke. It can be seen that SAIC-GM-Wuling is trying to make changes in the micro-customer market. The launch of Hongguang V has changed the layout of the traditional micro-customer rear-mounted drive, and replaced the engine with the front layout.
According to Yuan Zhijun, deputy general manager of SAIC-GM-Wuling Automobile Co., Ltd.: "Customers' demand for upgrades to existing micro-customers is mainly focused on high performance, large-volume ratio and safety, and policy and regulatory requirements also require new micro-customers in terms of safety. There is a more comprehensive consideration. Therefore, Hongguang V chose to front the engine, which not only improved the comfort, but also improved the safety of the occupants after the buffer zone became longer."
The birth of Hongguang V is to take advantage of the scale of the Hongguang platform, and adjust accordingly according to the cargo properties of Wei Ke. At present, Hongguang, Hongguang S and Baojun 730 form a gradient in the compact MPV market. In the future, Hongguang V will enter the cross-type passenger car market, forming a gradient relationship with the light and glory. Last year, Hongguang and Hongguang S created 750,000 units of sales, and among the sales targets of SAIC-GM-Wuling's 2 million units, the Hongguang platform model is expected to contribute nearly half of sales.
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