And the most incredible thing is that Chen Xu, the general manager of FAW Hongqi Automobile Sales Co., Ltd. once said: Hongqi private retail accounts for 95.7%, government-purchased cars account for only 3.4%, and the travel side is only 0.9%.
It is unexpected but reasonable that the national car and image project, which were once high above, can now compete with many joint venture luxury brands on the same stage.
As a brand that grew up with China, Hongqi is the apple of the eye of * * * and FAW Group, the eldest son of the country. Since 1959, it has been the official car for military parade and protocol. The red flag did go this way at first.
Take the red flag L5 as an example. It used to be the exclusive car of senior officials. It was not until 20 18 that it began to be converted into a civilian car and accepted customization. But there are only 100 seats, and the price starts from 5 million yuan. In addition, buying it requires a background check. The threshold is extremely high.
However, in addition to the high L5, Hongqi also launched a medium-sized car H5, a medium-sized car H9 and a compact SUV? E-HS3, medium-sized SUV? HS5 and medium and large SUVs? HS7 .
Among them, the HS5 is the best seller, and it is also the first model with a monthly sales volume of over 10,000. The monthly sales volume of H5 is around 7000, and the flagship car H9 has also increased from 1 000 in August to 1 3000 in June.
In terms of channels, Hongqi also put down its posture, abandoned the Red Pavilion invested heavily in first-tier cities, recruited 308 dealers in 32 cities across the country, and cooperated with online platforms such as Suning and Tmall to explore online sales models.
It is reported that in the next 10 year, Hongqi brand products will be expanded to 30 models, covering more market segments, thus creating four product series: L (ultimate car), S (coupe), H (mainstream car) and Q (commercial car).
In August this year, Xu Liuping, chairman of FAW Group, said at the industrial forum that he planned to increase the annual sales target of FAW Hongqi, with 200,000 vehicles this year, 500,000-600,000 vehicles in 2020, 700,000-800,000 vehicles in 2025 and 6,543,800+000 vehicles in 2030.
According to the current cumulative sales of 65,438+0-65,438+065,438+0,000 vehicles in1October, it is just around the corner to achieve this year's goal.
Unlike many netizens who imagine that government departments buy red flags for official cars, more than 90% of red-flag cars flow to individual consumers.
According to the economic observer's field survey of 4S stores, this ratio is indeed consistent with the sales terminal. The main proportion of civil servants to individual users. Hongqi can give a 2% discount on the basis of the existing discount, about 3000 yuan per car. As long as the unit can issue a work certificate, you can get the discount.
In addition, the sales of 4S stores show that quite a few people buy red flags after 90 s, and more of them are middle-aged men. Some customers also suggested that riders organize a "Red Flag Wedding Team", which reflected people's pride in the Red Flag brand.
Car home made statistics on the sales of luxury cars in the first half of this year and found several interesting places. Generally speaking, first-tier cities are the main positions of luxury car consumption market, with a share of about 32%, while the sales of Hongqi in first-tier cities account for only 16%, and the main sales positions are in second-tier cities and third-tier cities.
Moreover, northerners prefer to buy red flags, and there are few cities in the south. Changchun, Chongqing and Beijing are the three cities that buy the most red flags. Red flag HS5 is the most popular in Beijing, followed by red flag H7.
In Changchun and Chongqing, the red flag H5 sells the most, followed by the red flag HS5. Moreover, in the first half of this year, in the sales ranking of luxury brands in Changchun, Hongqi ranked only behind Audi (56 13) with sales of 4,375 vehicles, and its sales exceeded Mercedes-Benz and BMW. Changchun people are absolutely loyal to the red flag.
Although Hongqi is known as the first brand of independent luxury, it still cannot compete with luxury brands such as Mercedes-Benz, BMW and Audi. Like other independent brands, they have embarked on the old road of "low price and high configuration" and competed in the wrong place.
Red flag's best-selling medium-sized SUV? For example, the price of HS5 falls in the range of 654.38+083.8 million yuan to 249.8 million yuan, while the starting price of other luxury brands of the same level, such as Mercedes-Benz GLC, BMW X3 and Audi Q5L, is nearly 400,000 yuan, and even Cadillac with weak brand influence is between 330,000 and 470,000 yuan.
▲ The picture comes from the Internet.
The same is true of the second best-selling Red Flag H5, with a starting price of 65,438+045,800, even less than half of the competing products such as mercedes benz c, BMW 3 and Audi A4L.
▲ The picture comes from the Internet.
Although the newly listed Red Flag H9 is known as the domestic Rolls Royce, its price falls between 309,800 and 539,800 yuan. Competing products include Mercedes-Benz E-Class, BMW 5 Series, Audi A6L, lexus es, Cadillac CT6 and Volvo S90. At the same price, there are BMW 3 Series and mercedes benz c Class. Even Tesla model? 3。
The rebirth of the Red Flag is of great significance to the China automobile market, but the road to the rise of China automobile is still long and difficult, especially for luxury automobile brands.
Compared with brands such as BBA that are deeply involved in the luxury car market, Hongqi relies not only on the feelings of home and country, but also on its excellent strength, and goes further in the private consumer market. After all, if we don't raise the red flag of "luxury car", the only thing we can rely on in the future is the breakthrough and counterattack of China brand in the new energy market.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.