In 2020, auto companies need a sword, a sword that can go straight through the chest of the enemy, and a sword that can defend the territory.

True warrior, dare to face the bleak life, dare to face the dripping blood.

This is a good quote for today's automakers. In the 18 months since the brutal game that began in July 2018, from the earliest crowds to the dwindling number of players to the current scarcity, there are no easy characters left. Whether you like to admit it or not, shuffling will continue.

First, the car market has shifted from an incremental era to a stock era, and the competition has become intensely bloody. To put the Numbers in perspective, the top 10 automakers have taken up nearly 60 percent of the market in the first 11 months of 2019, which means that many of the remaining automakers will have to compete with each other in the remaining 40 percent of the market.

The current pattern is that the mainstream brands have taken up 60% of the market share, and the remaining brands are fighting for the remaining 40%. How many automakers are left? Over two hundred!

The second layer of harsh facts, the economic environment cycle adjustment. In 1926, kondratiev, an economist of the former Soviet union, proposed the kangbo cycle on the premise of analyzing a large number of statistical data of British, French, American, German and world economy. At present, the global economy is in the fifth cycle of kangbo (1991-), and it is also in the stage of depression. According to the time of the past four rounds of depression, this recession will last until 2023-2025, and 2018-2019 is the lowest point of the cycle.

The market behavior shown by this cruel fact will directly lead to more rational and picky consumer behavior. As the saying goes, the economy is not good, the money in the hands of the common people has not become more, in order to better resist the economic risk, the inner desire to consume will be suppressed, making consumption decisions will be more conservative.

The behavior of buying a car at this time also becomes particularly need to be cautious, consumers will pay more attention to quality, cost performance, word of mouth. As can be seen in the figure above, the red line, which represents the passenger car market sales in 2019, is obviously lower than the horizontal line in 2016, 2017 and 20183.

At this time, against the market performance of the model must have its "different from ordinary people" brilliant. According to the sales data, the sales volume of gac mitsubishi increased by 1.8% from January to November of 2019 compared with the same period last year, and the price-to-sales ratio and retail volume both increased. Outlander, the main model, sold nearly 8,000 units in November 2019.

What are its advantages? This is a sample worth studying. As early as 2016, as the originator of the urban SUV, outlander seized the pain point of the SUV market when it was just made in China, and entered the Chinese market with more advantageous prices and strong demand than Japanese cr-v and qi-jun with the professional driving of rally over the years, the power performance of mitsubishi engine, and the 7-seat space pattern.

The precise positioning of "200,000 yuan price, the only 7-seat SUV with four-wheel drive system with 2.4-l displacement" shows the late-mover advantage of its own control, power, price and space most vividly. "A car to eat four", in today's SUV market is quite rare. Outlander has been very successful, as evidenced by the fact that it has sold more than 5,000 units in two months.

The temptation of 4 drive 7 seats within 200 thousand is the stepping stone for outlander to enter the mainstream joint venture urban SUV market quickly. Compared with cr-v and qi jun, even in the face of the former strength of 20,000 to 30,000 terminal concessions, outlander a step into place price advantage is more obvious. Use "excellent quality and reasonable price" the dozen method, tear open the opening of the market quickly, promote the sale to climb slope to be helpful greatly.

After the background analysis we just made, such competitive advantages are easier to highlight in today's environment. In particular, at the end of 2018, oulander made a substantial change in the model, which not only increased the model, but also lowered the terminal price by about ten thousand yuan on the basis of the original high model and low price, making it more cost-effective compared with rival products.

Of course, at the brand level, mitsubishi, which has always been rooted in SUV products and the market, also gives outlander more confidence. As we all know, after a hundred years of hard work, in the minds of global consumers, mitsubishi has long been recognized as the "SUV family", mitsubishi's various suvs flowing mitsubishi's advanced genes, is regarded as the synonym of "professional SUV".

With four-wheel-drive outlander technology, for example, after the domestic still inherited the advanced mitsubishi outlander, pure strength of four-wheel drive, four-wheel drive edition models with mitsubishi proud 4 wd electronic control four-wheel drive system, including high paired with a pair of 7 version also S - AWC super all-wheel control system, the all-wheel-drive system is derived from mitsubishi world rally championship game experience for many years, after many years of accumulation of technology developed electronic power distribution system.

It is worth mentioning that gac mitsubishi won the second place in the after-sales service satisfaction of joint venture brands with a high score of 806 in the voice of automotive customers of China 2019 (VOC+), and was honored as the benchmark brand of after-sales service of voice of automotive customers of China 2019.

Because of outlander's outstanding performance, gac mitsubishi has become an important player in the Chinese market.

Admittedly, in the beginning of the cold winter in 2018, gac mitsubishi survived the cold wave in the auto market very well, and ended up with a total sales volume of 119,117. Under the unfavorable situation that the overall joint venture SUV declined by more than 3%, the annual sales of outlander exceeded 100,000 units in 2018, with a year-on-year surge of 24%.

In 2019, when the decline was getting worse, gac mitsubishi sold 122,400 vehicles from January to November, with a steady increase in sales. As the sales pillar of gac mitsubishi, outlander accounts for about 70%.

In 2020, the poker game will still be brutal, and anyone who lies on his achievements will become an outcast. The English poet dylan Thomas once inspired the will to fight: "do not go gentle into that good night." What's more, in today's case, it is hard to say good night, it is the dark night that can't see five fingers.

Car companies need a sword, a sword that can go straight through the chest of the enemy, a sword that can defend the territory.

Outland will be the incarnation of the sword, open territory for gac mitsubishi, the winter night left behind, and head up in the poker game to win the last.