After experiencing the cold market in 2008, the light truck market in the first quarter of 2009 has finally ushered in the spring.
People in the industry believe that with the deepening of the "car to the countryside" policy, with the rapid development of the new countryside in our province, the rural market will become the main battlefield for light trucks, and more and more light truck manufacturers will shift their focus to rural areas. According to survey figures, in the next few years, 70% of the light truck market is in the “new countryside,†so starting the “county-level plan†and entering the new rural market is a general trend.
There is also a CEO of a commercial vehicle company who believes that a subsidy of RMB 5 billion can bring in nearly 1 million replacements, while the normal phase-out of low-speed trucks and three-wheeled agricultural vehicles in China is 1.5 million to 1.8 million vehicles. This also shows from another aspect that the potential of the rural automobile market is considerable.
Data: Sales increase month by month
In March, the "Motorcycle Execution Plan" was formally introduced. The “Programme†stipulates that farmers can obtain a subsidy of up to RMB 5,000 per vehicle for the purchase of light-duty trucks and mini-buses with displacements of up to 1.3 liters, although mini cars are not included in the subsidy. The "Programme" pointed out that although the proportion of subsidies for "cars to the countryside" varies, the overall proportion is about 10%, which stimulated the sales of micro-bus and light trucks to increase by approximately 260,000 units in 2009.
The reporter reviewed the relevant data of a large number of light-duty truck markets and found that the light-duty-card market in January this year was still very sluggish, and even a bit chilly. China Automobile Industry Association’s production and sales data show that the total sales volume of light trucks in January was 63,303, a decrease of 11.6% compared with December 2008. “But after the Spring Festival, the demand for car purchases in the light truck market suddenly burst out, especially with the stimulation of the automobile-to-country policy, the demand in the rural market is even stronger,†said the person in charge of the JAC light-card market.
The reporter learned from Jianghuai Automobile that in the first half of this year, the company's light truck business performed particularly well. Domestic sales have exceeded 10,000 vehicles for four consecutive months. In June, it sold 12017 vehicles. In the first half of the year, the domestic market achieved a total sales volume of 73,716 vehicles, a year-on-year increase of 20%. The increase was 3.3 times that of the industry. During the interview, relevant leaders of the JAC Commercial Vehicle Company stated that the sales volume of the JAC light trucks increased significantly due to the stimulation of relevant national policies, as well as the adjustment of the product structure, regional layout, and consumer group structure of the company. In 2009, the company adjusted the product structure in two directions, launched high-end products, expanded the product line to high added value, and launched products that adapted to the rural market and expanded the rural market.
The market was activated not only by JAC Automobiles. According to statistics, the sales volume of Foton Motor’s era light trucks was 46,531 in March, although it was down 2% year-on-year, but it was up 27% from the previous month, and Olling and Omar were able to sell 3,500 vehicles, an increase of 37%. . In addition, Dongfeng light trucks sold 14,428 vehicles, an increase of 60%. Sales volume of JMC light trucks was 5,318, a year-on-year increase of 29% and an increase of 104% from the previous quarter. Nanjing Iveco's sales jumped to 7398 units, an increase of 51% from the previous period and a year-on-year increase of 13%.
Analysis: Policy stimulus is effective
The reporter learned from Henan Jiangling Automobile Sales Co., Ltd. that this year, the sales volume of Henan Jiangling has always maintained a 30% increase. “The market outlook for commercial vehicles is still worth looking forward to, and the market still needs to be developed.†said Shi Lei, marketing manager of Henan Jiangling Motors Sales Co., Ltd. He said that automobile transportation to the countryside is beneficial to driving car sales and stimulating rural markets.
At the same time, the introduction of this policy will also prompt farmers' friends to speed up the scrapping of agricultural vehicles. The agricultural vehicles previously used by farmers' friends have not met the Euro III emission standards. The transfer of peasant friends is to a certain extent auto Energy conservation and environmental protection will also play a role.
At present, Jiangling's sales and service network in Henan has covered 18 cities and regions in the province. There are 18 sales outlets and 11 service outlets, which can provide services for consumers in the province. Jiangling still will not change the quality of JMC, and will continue to provide high-quality and high-quality services to everyone.
Shi Lei said that it is precisely because of the high quality of Jiangling Motors, coupled with constant innovations in marketing by manufacturers and distributors, and constant care for customers, it has won many consumers' recognition of Jiangling Motors. Jiangling has always attached great importance to the development of the second and third tier markets. Today, there are already a large number of Jiangling loyal users in county-level cities such as Changchun, Zhangzhou, Zichuan and Linzhou. Jiangling will also further expand the second and third tier markets and obtain higher sales.
In addition to Jiangling, there are a lot of car companies in action. For example, as early as February 8, Jianghuai Automobile launched a three-month campaign to promote the exhibition of the "Jiangxi Huai Light Card," the "Jiangxi Huai Light Card," into a hundred enterprises and thousands of households. On the one hand, through the intuition of this tour, it has displayed to the users the five major brands of JAC Bell, Bell, Bell, Bell, and Lucky, and implemented the price on the basis of the uniform price in 2009; On the one hand, it responds to the country’s “car to the countryside†policy and provides users with better tools for earning money.
In addition, SAIC-GM-Wuling also launched the "Wuling Auto Million County Thousand-Country Huimin Grand Campaign". SAIC-GM-Wuling has implemented "flight service" in rural areas where the service network has not yet been deployed. Maintenance of vehicles. At the same time, dealers are encouraged to go to the rural market to carry out various forms of activities such as tour exhibitions, car maintenance lectures, and scientific and technological knowledge lectures to improve the driving skills of farmers and cultivate their regular maintenance habits.
Prospects: The rural market is worth the wait
As for the market prospects of light trucks, Wang Guangyu, director of the Jianghuai Light Truck Network Management Department, also puts special emphasis on the “car to the countryside†policy that the country has actively promoted recently. He believes that this is an opportunity for farmers, rural areas, urban and rural individual entrepreneurs, and JAC light trucks. In order to respond to national policies, they will provide more information support for the majority of potential users through the promotion activities, and contribute their own strengths to the country's “cars to the countryside†policy.
Many light truck dealers also stated that they will use the characteristics of light trucks as an effective money making tool and the “cars to the countryside†policy to provide users with clearer travel activities. In particular, the majority of migrant workers who have returned to their hometowns will be brought in by users. Real benefits.
NPC deputy and Zhengzhou Nissan Automobile Co., Ltd. Guo Zhenlu believes that the 5 billion yuan subsidy can bring in nearly 1 million replacements, while the nation’s current low-speed trucks and three-wheeled agricultural vehicles have a normal phase-out of 1.5 million to 1.8 million. Vehicle. This also shows from another aspect that the potential of the rural automobile market is considerable.
With the deepening of the "car to the countryside" policy, with the rapid development of the new countryside, the rural market will become the main battlefield for light trucks, and more and more light truck manufacturers will shift their focus to rural areas. According to survey figures, in the next few years, 70% of the light truck market is in the “new countryside,†so starting the “county-level plan†and entering the new rural market is a general trend.
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