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Dongfeng Citroen is accelerating its product "matrixed" layout.
A few days ago, according to Dongfeng Citroen, the C-XR, the first SUV concept car debuted at the Beijing International Auto Show, will be officially launched at the end of this year. In addition, according to Dongfeng Citroen's previous plan, Dongfeng Citroen will launch at least one new model every year for the next three years.
In fact, the product transformation is only one part of Dongfeng Citroën's “Dragon C Planâ€. In addition to the product lineage optimization, Dongfeng Citroen will gradually integrate its brands, products and services to achieve the core target of sales of 400,000 units in 2015. . The arrival of C-XR will undoubtedly further optimize the product lineage of Dongfeng Citroen. However, under the trend of increasing brand competition and increasingly fierce competition in the SUV segment, it is still unclear whether Dongfeng Citroen can successfully achieve its wish.
"Product transformation " is not the same as positioning of other models. In the future, C-XR will mainly focus on young people. C-XR will satisfy the dream of many young people who purchase cars for the first time. The Dongfeng Citroen brand will gradually become A young brand,†said Sun Yiwen, Dongfeng Citroen Marketing Director.
In the previous model layout, Dongfeng Citroen focused on sedan products. In the A-class market segment, Dongfeng Citroen put on models such as C4L, Sega, and the new Elysee. The B-class car market is dominated by the C5. It is also due to the lack of previous SUV products, Dongfeng Citroen missed the rapid growth period of the domestic SUV market.
In Sun Yiwen's view, Dongfeng Citroen will use the launch of C-XR and other SUV models to cover more market segments to meet the needs of different consumer groups. As one of the earliest joint venture brands in China, Dongfeng Citroën has sought to find an accurate market position and has used this as a key point in its brand image and brand appeal.
Currently, in the product system, Dongfeng Citroen has formed a "wild goose" product layout with C5, C4L leading high-end brands, Sega and New Elysee as wings, covering economic, mid-high and high-end segments. In April 2013, Dongfeng Citroen officially announced its mid-term plan for 2013-2015, the "Dragon C Plan", and proposed that Dongfeng Citroen will launch at least one new model every year for the next three years and import it into the SUV model.
Corresponding to product transformation, at the level of sales channels, according to the plans of Dongfeng Citroen, this year its sales outlets will be expanded from the previous 435 to 510, ensuring that the market coverage of prefecture-level cities will be increased to 90% by the end of the year. , realize sinking channels. “This year, Dongfeng Citroen has increased its regional marketing related positions in the marketing system to realize the establishment of the headquarters in a place where a “gunfire†sound can be heard and to accelerate the rapid market response of Dongfeng Citroen to the market,†said Sun Yiwen.
<br> <br> return to the mainstream for the Dongfeng Citroen, whether it is to optimize the product of, or marketing system development, the ultimate goal is to achieve its camp to move closer to the mainstream in the market.
In recent years, the domestic passenger car market has entered an era of “micro-growth,†but the SUV market still has a very high growth rate. According to statistics from the China Automobile Association, in 2013, domestic SUV sales reached 2,298,800, an increase of 49.41% year-on-year. Although sales of SUVs currently account for 21% of the domestic passenger vehicle market, there is still room for growth compared to 28% in the US market and 30% in the Korean market.
Obviously, Dongfeng Citroen's product system optimization is exactly the starting point for this. C-XR is undoubtedly the most important "puzzle" in the layout of its entire series of models. The next thing that Dongfeng Citroen needs to do is to extend this puzzle indefinitely.
In recent years, with the rapid development of the domestic auto market, China has become the world's largest auto sales market. More and more multinational car companies are aware of the urgency to seize the Chinese market. The Citroen brand's parent company Peugeot Citroen (below The abbreviation PSA) is no exception. Since Dongfeng and PSA jointly announced the “5A†plan for the Shenlong Auto in 2010, Dongfeng Citroen has continued to accelerate its return to the mainstream.
“At present, China has become the largest single market for PSA in the world and has an extremely important position on the strategic map of PSA. Strengthening the understanding of the Chinese market and attaching importance to the needs of Chinese consumers for SUVs have become an inevitable choice before Citroën. "Dedicated to Citroen Global Product Director Desch.
In 2014, Dongfeng Citroen set its sales target at 328,000 vehicles. “2013 was the first year of the 'Dragon C plan', when we achieved an overall sales volume of 280,000 units. This year was the year of the 'Long Teng C plan' and it was completed in the first quarter with 80,000 units sold, so I’m right to finish this year. The sales target is full of confidence." Sun Yiwen said.
However, some analysts believe that despite the full momentum of Dongfeng Citroen, but also need to recognize the current level of competition in the domestic auto market. At present, Dongfeng Citroen has done a lot for the SUV market and has devoted many efforts to product lineage, brand positioning, and sales promotion. However, whether or not the follow-up can truly achieve its goal of “returning to the mainstream†in the market still depends on the future. Its follow-up market operation capabilities.