Outside Car Tan: Hatchback, The Market Is In Front Of The Manufacturer.

A few days ago, Changan Ford released a new car - hatchback Fawkes.

Reporters on the winding winding of the plateau in Jiuzhaigou test drive, a very good control, that kind of fluency than the European professional test drive on the road test three Fawkes.

In the urban road conditions, the aluminum alloy reverse 2 liter engine's hatchback Fawkes movement version is not powered.

Another surprise was that in the latest tests released by the departments concerned, Fawkes won the lowest fuel consumption champion of 2 liters and 1.8 liters third in 31 manufacturers and 407 models.

However, hatchback Fawkes is the most eye-catching appearance: fashion, youthful, dynamic, personality; and the pursuit of steady, mature, identity, public business high grade Ford Mondeo completely demarcated the boundaries.

Frankly speaking, the shape and performance of the three compartment Fawkes can indeed be punctuated, but its appearance is too much like Mondeo, and it can hardly tell who is who.

I think from the market segmentation, the three compartment Fawkes stepped on Mondeo's tail.

When Mondeo and Fawkes split the market, the two models were sold well.

Fawkes is a fist product of Ford Europe, which has been developed and produced in Germany and has been popular in Europe in recent years.

After the advent of new Fawkes in 2004, it rapidly expanded its spectrum series.

The hatchback, the three compartments, the wagon, the convertible and the sports version came out in a short span of 6 months.

But in Europe, the hatchback car accounts for more than 90% of Fawkes's total sales.

When people mention Fawkes, they think of the classic hatchback.

A year ago, I went to Germany to interview Mr. Buss, chairman of Ford Europe. I really hope that hatchback Fawkes can also be released in China as soon as possible, if not for 6 months, half a year.

Today, I finally realized my wish.

Fawkes asked whether Ford and Ford would be evenly distributed in China. I predict that hatchback will account for 80% of the total sales volume of the Fawkes market in one or two years - which will be the choice of the market and consumers.

Such a result will form a clear product line of Changan Ford, and not to mention that Changan Ford has the S MAX, which is launched in the year, and will be put into production in Nanjing instead of the new generation of small cars for Carnival.

In addition, there are also Volvo S40 and Mazda 3 which are produced on the same line. Each step has its own flagship products. Changan Ford's "grand blueprint" can be realized.

The European hatchback vehicle was popular in Europe, but when it first introduced to China, it became an ugly duckling.

The first crab to eat is Dongfeng Citroen's two sides Fukang.

In the old three, the technical content of Fukang is not a bit higher than that of the two rivals, but the market is not buying.

At that time, it was the unified rule of the official vehicle: there was a tail and a steady state, and the value orientation was the same as the eight lift cars.

And this "Chinese characteristic" has been affecting the age of family cars, so that the introduction of some classic World hatchback cars to China requires time consuming, costly and laborious efforts to carry out a "tail plus project".

The car manufacturers in China also have their own helplessness. A general manager told me that they spent a lot of money asking the consulting company to investigate the purchase intention of the three compartment cars and hatchback cars. The first year was 70% to 30%, second to 80% to 20%, and the proportion of the intention to purchase three compartment cars increased instead, which decided to develop three compartment cars.

At that time, I made fun of the two market "theorem" as a proposal.

One is: "the market is always in the hands of a few people".

I mean that these 20% consumers have considered many factors, such as fashion, manipulation, space, fuel consumption and so on, and are most close to buying behavior.

Catering to these consumers is a real big market.

Shanghai general family car is originally built in the three compartment race, but it is not complacent. In the first two years, the Excelle car HRV was launched synchronously with Europe, and then the next level of the hatchback car gallop was followed up.

Today, Shanghai GM achieves the first sales volume of China's automobile market.

A wide range of timely and timely launch of the two sides (in fact, like Chery QQ, should belong to trendy small cars) is also popular.

Another point is: "today's world car is bound to be China's tomorrow".

Europe's energy is expensive and its roads are crowded, which is very similar to that of China.

Europe's response is that small cars are popular.

For small cars, the tail, or the space, the rational choice is not difficult to make.

A famous European designer said: "if every vehicle can shorten 10 centimeters, the whole Europe will increase 1/3 parking spaces."

So in Europe, almost all the A-class cars are hatchback cars.

With the opening of the Chinese concept and vision, with the return of motor vehicles as a vehicle function, the mainstream of the Chinese car market has become the turning point of the three cars becoming the mainstream of small cars.

The popularity of hatchback cars will be an inevitable trend for China to build an economized society and pay attention to energy conservation and environmental protection.

The market has already been in front of many car manufacturers.

In the first two years, for small car listing, first push a three compartment, then push a hatchback. For impetuous Chinese car market, it is "crossing the river by feeling the stones".

But after passing through the turning point of the car market, I am afraid that it is not wise to do so. Especially some newly entered enterprises in the field of cars are still trying to imitate one or two Japanese and Japanese three compartment cars entering the market.