Excelle delisting show behind a farewell ceremony Santana marketing
August 8, SAIC-GM Jinqiao production base Buick Excelle held a farewell ceremony: Buick Excelle announced this April 19, 2003 landing in China, after 13 years of market baptism, total sales reached 2.68 million units models officially stopped produce.
Excelle Discontinued industry has long been the wind. One theory is that severe decline because Chevrolet, Buick discontinued low-end models, the Chevrolet brand and avoid inter-direct "about playing the right hand" situation, this is balanced by the SAIC-GM multi-brand strategy; another way of saying that the market price has been dropping Excelle to more than 60,000 yuan, it has seriously lowered the SAIC-GM Buick brand image, in order to maintain high-end brand image Buick, SAIC-GM-only "ton output capacity", discard Excelle.
However, this Excelle really gone yet? The truth is far from it. Whether rendering the atmosphere farewell ceremony, SAIC-GM-level or "ambiguous" attitude, they were indicative of a problem, Excelle parting only for better "rebirth."
Buick Excelle exit just SAIC-GM director of a "show", as the entry-level model Buick Excelle departure is temporary, pretty soon after will "kill" back.
Representation is aging products
"After the break one million, Buick wants not only quantity, but the quality." Minister of Buick marketing package Ye said. SAIC-GM Buick brand in 2015 sales have exceeded one million, the Buick Excelle in which one-fifth.
In the first half of this year, Excelle sales reached 79,900, accounting for the Buick brand car sales up 20.71% in, ahead of its new Buick LaCrosse, Regal and other models, ranked No. 17 in the first half of car sales lists.
"And though Excelle Shanghai GM's sales, but aging products Excelle, Buick brand, the Buick has been significantly affected going up the pace." Senior auto analyst Zhong Shi said.
Born in South Korea Excelle, Buick brand domestic development has made tremendous contributions. SAIC-GM inception, authentic American car emissions are large, GM nor suitable for the Asian market models, so the original Daewoo brand models it directly to China. Excelle Shanghai GM introduced so gradually abandoned the "gas guzzlers" in the title, but also to SAIC successfully into the private car market.
"As time goes on, on the one hand Excelle models competing products more and more, it gradually lost its luster, plus Excelle aging products, which 70000-100000 yuan price dragged down the Buick brand image promotion, sales decline, in the first half of this year, Excelle fell 6.8%; on the other hand, with the implementation of the SAIC-GM multi-brand strategy, Excelle also makes the existence between Buick and Chevrolet in the entry-level car 'is formed around the right-hand fight' situation "LMC. automotive market research director John Zeng said.
Delisting is just a gimmick
However, after Excelle monthly sales over 10,000, while SAIC-GM As the "three" car manufacturers, Volkswagen and SAIC and FAW - Volkswagen competition is fierce, cut Excelle, to give up direct means of pins 10 multi-million sales.
Last year, Shanghai Volkswagen's sales to 1,819,300 retail market ranked first, followed by SAIC-GM retail sales of 1.8179 million, if lose 10 million units sold means that SAIC-GM further widened the gap with competitors.
Moreover, if only to give way to enhance the Buick or Chevrolet, even leave Excelle, Chevrolet competition in the Red Sea and will not change because of the lack of Excelle; for Buick Excelle although lower starting price, but also brought a group of Buick disk users. After the departure Excelle, Buick base plate accumulation of users, either through Chevrolet transportation, either by Hideo decline further to obtain, and to do so has certain risks.
Chevrolet brand has been going up in recent years, the internal entry-level users to upgrade the base plate, is also an important means of its brand to go up, and the current monthly sales of over 30,000 Hideo dropping, there are some risks .
It is worth pondering is: If you really want to withdraw from the market, why so high profile? Quietly withdraw from the market can be. This is similar to the year Santana's "play." With new listing Santana, Santana old held a massive delisting farewell ceremony. This delisting ceremony, is a reproduction of Santana more piece of "gold standard" moment of glory, and stressed that the new car in addition to inheriting the old models of the brand name, the other part of the reborn changes occurred. The new Santana is no longer in use as a public business R & D goals, it will lock customers for home buyers.
Regain lost market?
Delisting name the name of the brand redefined once and then come back. According to this logic, Excelle delisting is just a process of SAIC-GM replacement of old, but on a common ritual for people to remember Excelle, Excelle new momentum for the future.
"Obviously, Excelle will come back to kill, and, whether it is successful or Santana Lova experiences have shown that the future of this brand Excelle will be enabled." SAIC-GM insiders.
SAIC-GM-once when Lova replacement, from the heyday let Lova exit generation models with "Love CD Europe" brand, but awareness too love CD Europe did not go beyond the musical styles of the success, the "Lova" brand again enabled.
Indeed, while the Excelle sales of more than 10,000, but with monthly sales of over 30,000 Hideo compared to sales is not high, but with Excelle represented by A-class car market, because the product strength weakening, is also its own brand the SUV replace a large number of products, but rather domestic brands exit a-class car, whether Chery Yi Ruize 5, or Geely Imperial EC7, and SAIC Roewe 360, etc., sales increased steadily, and these own-brand entry-level products, no not stylish, new technology, high-profile, get younger age groups of consumers.
"Including Guangzhou Automobile Chi Chuan, Geely Bory and some other models, positioned over the Buick Excelle. If Excelle and then to stick to the old image of the positions can be predicted, Buick Getting Started customers even smaller than its own brand of high-end users." Zhong Shi He said go on like this, even if realized dropping Excelle, Buick also deeply affected.
