In China's cheap sedan market, Dongfeng Citroen's Elysee is a representative model.
February 20, 2017 new Elysee in Wuhan Qintai Theater officially listed, launched a total of 4 models, the whole system equipped with 1.6L CVVT efficient engine, the price range of 8.38-10.48 million.
Facts have proved that good at making romantic and love of the French people, but also good at the new Elysee paste a label on love. The whole conference is short and compact, runs through the story of three ordinary car owners, only less than 15 minutes to explain the performance of new cars, and finally after the announcement of the price after the curtain "bang when" sound down, clean and abruptly stopped.
Citroen is very smart, in the Elysee body, the first tree from the feelings of this banner, far more than analytical power, design more practical and effective. After all, in the entry-level compact car in this area, Jetta, Santana has almost eroded most of the market, more Sagitar, Corolla and other models eyeing, in order to find a sense of presence, Elysee biggest advantage lies in the brand with 25 years accumulated users Word of mouth, it is no wonder that Elysee why have to learn Jetta, Santana, hard to the "youngest" mantle up closer.
Mention Elysee, familiar with it is basically the same as accidentally "exposed" age, its predecessor was introduced in 1992, China's Citroen Beverly car, which is the first in the international are simultaneously introduced into the domestic models, On behalf of the year's leading car manufacturing technology, set off a wave of Chinese private cars. Until the last one in 2002 Beverly line off, this model in China has more than 500,000 units of ownership.
In 2002, the first generation of Elysee inherited Fukang mantle, to provide sedan and hatchback models, equipped with 1.6L four-cylinder engine, as of the end of the year for Citroen contributed 50,000 sales. After 11 years, Elysee completed a total of five replacement, the listing of the fifth generation of Elysee in 2013, that is, we are most familiar with the cash Elysee, after the Dongfeng Citroen silence for four years, finally presented a new Elysee 2017 models.
The new Elysee 2017 models in addition to the design more cash than the cash, but also in the configuration up and down enough effort, including increased reversing images, PM2.5 car air filter system, hidden rear Shu system and so on. Power, the new Elysee 2017 models all equipped with 1.6L CVVT efficient engine.
This time, whether it is for the new Elysee improvement, or propaganda of the fierce, it seems that this weekdays show "lazy" used to the legal system brand, in the face of nearly two years in the Chinese market lost share, Really anxious.
In 2014, Dongfeng Citroen brand annual sales reached a record high of 320,000, when its brother brand Dongfeng Peugeot sales of 383,000. In 2015, Dongfeng Citroen sales fell to 298,000, Dongfeng Peugeot slightly up to 40.6 million, the gap between the two widened to nearly 11 million. By 2016, in the major car prices have surrendered 20%, 30% of the excellent transcripts, Dongfeng Citroen in 2016 only sold 248,900, compared to 298,000 in 2015, a decline of up to 16%.
Specifically, Dongfeng Citroen's models, in 2016, C4L fell 55.2% year on year, C5 fell 76.8% year on year, and just listed near the high-end flagship sedan C6,10 month, the monthly output of only 417 units in November to 1115, although In December last year broke through the 2000, but obviously not yet shoulder the responsibility to enhance brand sales.
In 2009, Elysee sales reached a maximum of 126479 units; in 2009, Elysee sales began to decline, to 93,655, down 25.95 over the previous year, the annual sales of Elysee, %; 2016, Elysee annual sales of 87,132, Dongfeng Citroen is the largest contribution models, but sales continue to decline 6.9%, even more terrible has been thrown by competitors far. And Elysee with the youngest of the Jetta, Santana in 2016 total sales of up to 348,400, 31.83 million. Jetta models alone sales are more than the total sales of Dongfeng Citroen 100,000. Even with the Japanese Corolla, Korean Kia K2 compared to Elysee did not grove a little benefit.
The reason for this, which is too slow to plan the system car products, disordered closely related. From the high-end models, the middle of last year, the new C5 after seven years before the facelift will be listed, Citroen originally intended to be with the C6 together, playing B-class car market combination boxing. But the two models positioning, the price is almost coincident, C6 a, C5 encounter Waterloo. In the A-class car field, Citroen Elysee, C4 Sega, C4L get together into the squeeze, and then from the independent brand cars, and even with the level of SUV models repeatedly squeeze, the market share also significantly diving.
At the same time, compared to the brothers car prices Dongfeng Peugeot full line layout SUV models, Citroen or slow a beat, missed the SUV market dividend. To the current Citroen's only a small SUV C3-XR point of view, last year sales of 79,400, an increase of 19%, is the only one to achieve a substantial increase in Citroën models, but only a model " Go it alone "is still difficult to climate.
