From the acquisition of Saab technology to build a brand of coilovers Shenbao, Beiqi in the layout of its own brand background can be described as well-intentioned, but now, despite the Shenbao brand's product line has been continuously enriched, but the actual market sales situation is not satisfactory.

In the case of many independent brand sales breakthrough, the North steam Shen Bao cumulative sales in the first half of this year, 52,700 units, down 50% over the same period. On the other hand, according to the latest data show that from January to July this year, Geely total sales of 621,731 units, representing an increase of about 89% over the same period last year.

No contrast is no harm, so a large contrast behind the course of a variety of factors combined. But the other hand, 2016, January-December North steam Shen Bao to achieve sales of 224500 units, an increase of 87% over the previous year outstanding results over the annual sales target. For a brand with more than ten models, only six months time, once a strong sales and now the formation of sharp contrast. What is the reason, leading to the current difficulties of the North steam gentry treasure?

Full line of emergency sales

In terms of Shenbao brand, the first half of this year, its monthly sales were down, and the highest decline of more than 6 percent. According to the Federation statistics, in June, Shen Bao X25 sold only 2727, and 7688 last year compared to the same period, plunged 64.5%.

In the popular SUV market, Shenbao X35 single-month sales also fell to less than 3,000, compared to 5977 last year, fell 57.0%, Shen Bao X65 months sales of 0. In addition to SUV models, the Shenbao brand is currently in the sale of sedan models Shenbao D50, D70 and D80, there is no one month sales of more than 100. Analysis of the industry, as Beijing's sales of the pillars of the car, the collapse of the collapse of the whole ship, will give Beijing car market share loss.

"Shen Bao sales are not good, not just the problem of the vehicle itself, which is a long time left behind the situation. Shen Bao from the early did not get the core technology, but now the overall Air Suspension situation in the market under the cold, exposed the shortcomings We can not say that a car to sell well, it is overestimated the marketing capacity of the car, the car is not good to sell, to focus on Tucao product quality. "Beiqi inside a reluctant to disclose the name of the analysis, When the initial development strategy, the lack of a strategy of their own, "their popularity is not high, the product did not form a family concept, the overall slowdown in the auto market, the natural sales of light.

Technical equipment is still behind

At the beginning, at the expense of 200 million to buy the old Saab 9-3, Saab 9-5 vehicle platform, so that Beiqi launched the first mid-range car products, with excellent control performance and sports style active market. But with Geely, SAIC, Changan, Guangzhou Automobile and other independent brand car prices, nearly two years of technology and brand has been rapidly upgraded, Beiqi still retain the "original Saab models 80% of parts and components," the core selling point, but in the diversified development of the car Now, these selling points and advantages have been difficult for consumers to pay for it.

From the specific model, such as the Shenbao X25 equipped with Mitsubishi engine and 4AT transmission power system, and then the next market, the technology was too old. And in the Internet outlet, X25 system without ESP body stability control system, tire pressure monitoring, keyless start and other configurations, which for the pursuit of movement and control of young groups, the time has been lagging behind the times.

In addition, the new D50 to the original old multi-link independent rear suspension, changed to a torsion beam rear suspension, you can see this may be the North steam Shen Bao in order to save costs and make adjustments, which will inevitably be lost part of Focus on driving quality of the user.

"Of course, in addition to their own technology, the Shen Bao in the channel, marketing, etc. are also lagging behind the Shenbao rarely brand promotion, there is no brand highlights, of course, the root cause of the product or product problems, such as some recent brands, marketing But it is not just attributable to the management of the problem. "A senior automotive analysts believe that the automobile market environment, a good dog into the sky, the weak performance of the weak Worse than before. "From the hatchback car D20 to the large car D80, from the small SUV X25 to the compact SUV X65, coupled with the coupe style of the gentry CC, although the treasure in the product matrix is ​​more balanced, but has not a star model , And par with the price, sales are inevitable fighting inside the fight.

Enhance the technology and brand influence is fundamental

"The next two to three years, Beijing Automotive second-generation products will participate in the next round of competition." According to the North steam insiders revealed that in 2017 as Beijing Auto officially entered the "2.0 era" an important node, Beiqi said will use the new platform And technology to Shen Bao, BJ, Wei Wang three brand models comprehensive Turbocharger upgrade, speed up the pace of 2.0 models, the main market segments.

On the other hand, in order to reverse the market crash sales, Beiqi also began to come up with sincerity. "Steam pull Pa talk" in the visit 4s shop found that the North steam Shen Bao X35 all models of the highest concessions 3 million, not only the long quality of the country after the sale of the car during the event will also be successful million recipes. But can be seen from the door of the shop, the brand's products and tone placed there, to enhance the sales volume is not the power of a move can be reversed.

But the reality of the situation may be lost, after all, in the Beiqi to build 2.0 product matrix, other, such as Geely or Guangzhou Automobile, including its own brand car prices, has entered the product of the 3.0 era, which may make the future It seems "can not catch the trip."

"Sales and then poor, Beiqi is also very difficult to shrink Shenbao brand. For Chinese car prices, will only do addition, will not do subtraction. Some time ago Beiqi joint investment of 10 billion yuan deployment of new energy automotive industry, be hedge Sales of poor sales. "A senior industry analysts pointed out.

In fact, for the development of the North steam Shenbao prospects, many industry people have thought that if there is no brand and the essence of the product innovation and upgrading, do not focus on improving product identification and reputation of the impact of market sales is difficult to improve The And these upgrades work, but also need time to prepare and adjust, which want to speed up the development of R & D and technical system of the North steam Shen Bao is a great difficulty.