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Automobile 315

2019-3-7 15:16| 发布者: 左二爷| 查看: 3314| 评论: 0|来自: 成都耍耍论坛www.scshua114.com

摘要: The impression that Dongfeng Xiaokang left to many people is probably mostly "local style", an automobile manufacturer who sells low-cost vans in the cities of 345. In fact, that's true.Founded in ...
The impression that Dongfeng Xiaokang left to many people is probably mostly "local style", an automobile manufacturer who sells low-cost vans in the cities of 345. In fact, that's true.

Founded in June 2003, Dongfeng Xiaokang was established by 50% of the well-off shares and 50% of the shares of Dongfeng Automobile, mainly engaged in the research and development, production, sales and service of SUV, MPV and various micro-cars.



In 2005, Dongfeng Xiaokang's first micro-car "Xiaokang" was listed. At that time, the development of the micro-car industry was quite rapid. Dongfeng Xiaokang started rapidly with the micro-car, and became a well-known brand after Wuling and Chang'an. By 2009, Dongfeng Xiaokang ranked among the top three in China's micro-car industry, with a market share of more than 10%.

However, with the upgrading of market consumption, the micro-car market has been largely replaced by low-end MPV models, but MPV belongs to an "oligopoly" market. The low-end commercial MPV is basically monopolized by Wuling, and the remaining brands are basically squeezed to the edge, which is difficult to turn over, including Dongfeng well-off. The "monopolist" of high-end MPV is Buick GL8.



Therefore, Dongfeng well-off has been transformed to create a passenger car brand Dongfeng scenery, focusing on the SUV market. It's back to April 2016. Dongfeng Well-off Brand officially declares its brand independence. As the four major passenger car brands of Dongfeng Automobile Brand, the brand shares Dongfeng International Resources Platform with Dongfeng Fengshen, Dongfeng Fashion and Dongfeng Fashion.

But in fact, Dongfeng scenery brand was established in 2013, and initially called Dongfeng well-off scenery. The first car is called Dongfeng well-off scenery 330, which mainly undertakes the layout of Dongfeng well-off in the passenger car market.

When the brand is independent, in order to get rid of the image of "low price, low-end positioning" of Dongfeng well-off, the earliest "Dongfeng well-off scenery" has become "Dongfeng scenery". However, in fact, Dongfeng scenery only hangs the logo of Dongfeng, the specific production and manufacturing is still in charge of Dongfeng well-off. This also buried hidden dangers for the quality problems that happened frequently afterwards.



Dongfeng Scenic Brand is really known to the market in June 2016, when the first SUV model Fengshuang 580 was launched, when the third and fourth-tier city car popularity and SUV hottest. Thanks to the sale point of 7 seats and the low price, Fengshuang 580 cannon became a net red product, which achieved great success. In 2017, it sold 180,000 vehicles, ranked in the top 10 of SUV, accounting for 66.4% of the total sales of Dongfeng Fengshuang, and contributed 67.4% to the well-off of Dongfeng. In 2017, the total sales of Dongfeng well-off vehicles were 402,000. If only from these figures, then the transformation of Dongfeng's well-off society is more successful.

But success and defeat are both disappointing. By 2018, the development scenario of Dongfeng Scenic Spot has reversed. The sales volume of Fengfeng 580 has gradually declined. As a result, it is impossible for "one car" to take on the responsibility of brand sales. From January to December 2018, sales of Dongfeng Fengshuang 580 hovered around 5000 vehicles for more than a month. Compared with the peak period of sales, market sales suffered a cliff-like decline. In the whole year of 2018, the cumulative sales of Fengshuang 580 were 110 975 vehicles, down 37.06% from the same period last year, and fell to the 24th place in the SUV sales ranking.

2008 and 2017 Scenic 580 Sales Data Source: Ride Federation

2008 and 2017 Scenic 580 Sales Data Source: Ride Federation

Even the second SUV Scenic S560, which was launched in November 2017, failed to continue its brilliance, with monthly sales hovering around 3-4,000 vehicles and peaking at 7-8,000 vehicles. Dongfeng scenery finally encountered the dilemma of "scenery is no longer" and failed to carry out the transformation of a well-off Dongfeng in the end.

The decline in sales of the former lifesaving grass and star products, Fengshuang 580, reflects many quality problems, which also makes the manufacturing and quality control of Dongfeng well-off, which starts with minicars, questioned.


In the automobile complaints website and related forums found that the product reputation of Fengshuang 580 is not ideal, after nearly three years of baptism and market validation, this model is also a frequent customer on the quality complaints list.

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