current position：Home>Opel plans to enter China's pure electric vehicle market. What is the probability of success?
Opel plans to enter China's pure electric vehicle market. What is the probability of success?
2021-08-26 05:04:47 【Love buying cars】
The statistics of the passenger Association show that ,2021 year 7 month , The wholesale sales of pure electric vehicles in China have reached 19.8 Thousands of cars , Year-on-year growth 205%; The wholesale sales volume of plug-in hybrid models is 4.7 Thousands of cars , Year-on-year growth 196%. The booming pure electric vehicle market is bound to make car enterprises increase product launch , To gain more market share , Even some auto brands that have withdrawn from China can't help but want to fight again , For example, Opel .
recently , Opel executives made it clear that , Opel will return to China , Bring 100% Opel pure electric vehicles to Chinese consumers . that , Opel transformed into an electric vehicle manufacturer , Can we successfully gain a foothold in China's pure electric vehicle market ？
The start is a difficult pattern , It's not easy to get a foothold
People who know Opel should know , This car brand from Germany is actually 1993 It entered China in the form of import , But it didn't take the first mover advantage , It's very bad .2012 Years and 2013 year , Opel's annual sales in China are 4500 Vehicles and 4365 car , I can't compete with the Buick brand that flourished in China at that time .2015 year , At that time, Opel belonging to General Motors officially withdrew from the Chinese market .
Opel is not as good as Buick in China , It has a lot to do with GM's lack of attention to Opel brand . Because GM doesn't pay attention to , So Opel's marketing efforts are very small , Small enough to be negligible . in addition , Opel's price is on the high side 、 Disadvantages such as insufficient localization also hinder brand development to a great extent , Finally, Opel can only leave sadly .
from 1993 Year to 2015 year , Opel in China “ Beat up ” 了 22 year , However, low ownership and scarce advertising limit the improvement of brand awareness . in addition , Opel has been out of the Chinese market for many years , Nowadays, it is more like a new brand for domestic consumers . Low brand awareness and pure electric products with unknown reputation , Opel's trip back to China was full of hardships at the beginning .
however , stay Stellantis The top management of the group , Opel （ Now belongs to Stellantis The group ） It also has its own advantages , That's a German brand .“ German brands have a strong image in China .”Stellantis Tang Weishi, chief executive of the group, said . But just by “ German brand ” Can this attribute easily gain a foothold in China's pure electric vehicle market ？ I'm afraid not .
as everyone knows , The sales volume of many Volkswagen brand models in China is very high , There are few rivals for the recognition of Volkswagen brands in China . But even so , VW is still in general in China's pure electric vehicle market . Official data show , stay 7 month , Shanghai Volkswagen ID.4 X and ID.6 X The total retail sales volume is 3009 car , With FAW - mass ID.4 CROZZ and ID.6 CROZZ equally , Can't get into the passenger Union 7 Monthly new energy sales list TOP15.
All in all , In the current pure electric vehicle market in China , It is not foreign car brands that have the main say . If Opel only highlights its German descent , I'm afraid it's hard to stand out in China's pure electric vehicle market . Now that the brand lineage does not have an absolute advantage , How to layout , In order to successfully gain a foothold in the Chinese market ？
As long as the product is sincere , Latecomers can also set off big waves
For Opel , Entering China's pure electric vehicle market is a new attempt . As a latecomer , Opel had better plan specific products according to the preferences of Chinese consumers , Don't move the best-selling models in Europe directly to China , Because the models loved by European consumers do not necessarily meet the needs of Chinese consumers . If you copy , It's likely to be acclimatized , Eventually waste time and energy .
Take endurance mileage for example , Opel's pure electric small car Corsa-e Of WLTP The range is up to 330km, But this does not have much advantage in the domestic market . in addition , Domestic consumers prefer large models , If Opel, famous for its small cars, wants to do well in the Chinese market , The size of its models must be adjusted . what's more , Opel needs to pay attention to model pricing , Volkswagen's sales of pure electric models are generally , It has a lot to do with their high selling price .
In addition to products , Opel also has to speed up channel construction and diversified marketing . at present , Shanghai Volkswagen ID. The family agent has expanded to 572 home , meanwhile 20 More than ID. Store (X) It has also opened , These are SAIC Volkswagen ID. The family's sales growth provides a good guarantee . Opel was in China “ Beat up ” many years , Ultimately, suck is not affected by marketing factors. , Completely withdrew from the Chinese market . If Opel returns to China , Then we must learn a lesson , Put some of your energy into marketing , And we should carry out precision marketing for different consumer groups .
Speaking of overseas auto brands returning to the Chinese market , I believe many people are not optimistic about their prospects , Because it was reduced to withdrawing from the Chinese market , That must be very unpopular with consumers . however , Opel's parent company has changed , And return as an electric vehicle manufacturer , This is very different from other overseas auto brands returning to the Chinese market . that , How likely is Opel to hand over a gratifying answer in China in the future ？ It depends on Opel's intentions .
author[Love buying cars],Please bring the original link to reprint, thank you.
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