Recently, CHEVrolet, a joint venture brand under SAIC-GM, announced its annual sales in 2021, and the data of 269823 vehicles is about one-third of Chevrolet's peak in China, even compared with 2019, sales have declined by about 34%. Once upon a time, it was also one of the representative brands of American cars, and its sports car Camaro was deeply rooted in the hearts of the people. In just a few years, it has experienced the situation of waist chopping and waist cutting, and in the view of Uncle Che, there are three major reasons behind it.
The Chevrolet brand has a low internal positioning
At present, in the domestic market, SAIC-GM positions Chevrolet as an entry-level joint venture brand, under Cadillac and Buick, similar to volkswagen Group's Skoda positioning. However, such positioning will encounter two major resistances, first of all, in recent years, the consumption structure of the automobile market has changed, from the dumbbell type to the current spindle type, that is to say, the main consumption force is concentrated in the mid-range model of about 200,000 yuan, these consumers have certain requirements for the positioning and image of the brand, obviously they will not choose the most beginner type of joint venture brand.
On the other hand, independent brands have occupied a dominant position in the market of about 150,000 yuan, and this part of the market has belonged to entry-level joint venture brands like Chevrolet in the past. It is these two reasons that make Chevrolet's low-end models in a very awkward position, but the sales of mid-to-high-end models have increased slightly.
The main model redesign lacks sincerity
Generally speaking, a new car will inevitably have some product strength deficiencies in the early stage of listing, and with the continuous restructuring and adjustment in the later stage, the product will gradually become perfect. And at this point, Chevrolet has done very little. For example, models like the Maribao XL have a relatively good level of power and handling at the same price, but the design and workmanship of the interior is its biggest hard wound.
Replacing the interior design is a relatively easy solution for automakers. Moreover, the Maribao XL has been on the market for 6 years, and there is a lot of time in between to adjust the design. But Chevrolet did not do this, just adding fur material to the high-end model is even if it is its "improvement", such a change is obviously not sincere, the same problem also appears in the explorer's body.
The advertising effect of film and television dramas fails
Chevrolet is one of the most successful brands in film and television advertising implantation in China, and the first "Transformers" in 2007 made Camaro out of the limelight, and Chevrolet's yellow bow tie logo has become a household name. Tasting the sweetness, in the "Transformers 4" released in 2014, even the low-end entry models including Aiweio and Chuangku were also implanted.
In addition to the cinema blockbuster, there is also a figure of Chevrolet in the TV series, and in the national comedy "Country Love Story", there is also a figure of chevrolet car system everywhere. It can be said that in the period when the Internet is not yet developed, occupying the TV screen can bring a very high popularity.
But with the development of the Internet, the audience's increasing aversion to advertising implantation from the novelty of the past to the present, few models can be like before, just because they appear in a popular film and television drama and are remembered at once. Taking the recent hit "Beginning" as an example, although Chevrolet's models contract all the police cars in the play, due to the plot reasons, the Blazers can only follow the bus to eat exhaust, and it is really difficult to establish a tall brand image.
Uncle Che summed up
Chevrolet as one of the national brands in the United States, the reason for the decline in the Chinese market is actually very obvious, the early days of relying on the dividends of film and television advertising, so that it did not want to make progress for a long time later, the localization of its models progressed slowly, resulting in the entire brand gradually becoming unsatisfactory. And behind it SAIC Is a company that is very good at launching special models, this contrast makes The Uncle Che can only understand that Chevrolet is not valued within the entire group and is in a state of "stocking", so it is not a strange thing that its sales are getting worse and worse.
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