Japanese companies still need to work hard to build cost-effective cars

It is understood that this year due to the island incident, the Japanese car companies suffered an unprecedented blow, after a series of remedial measures, Japanese car prices are slowly recovering, but the Japanese car has to take the initiative, still need to work hard to build high-cost cars.

Japanese cars have to play the starting point:

The boss of an Infiniti store told me that the new SUV listed on the Guangzhou Auto Show could have been a life-saving model. Now this idea is completely lost! “The manufacturers believe that the price is set low, let us increase the price, but the current car will not be until April next year!” The general manager wanted to cry. Previously, the monthly sales volume of this store was about 100 vehicles per month, and it has dropped to more than 30 vehicles for monthly sales, and it is in a state of serious loss.

Crazy to dealers from the previous press, leading to dealers lose money to sell cars, to the main models have not replaced, Infiniti is not very "to force." Now that there is a new model but no current car, there may be hardships behind it, but it also makes the dealers and consumers of the current car “fight the spirit” and even loses some confidence in the development of the brand. After the tension between China and Japan, in the face of declining sales, how to boost consumer confidence, protect the dealer network and other issues, is actually a "big exam" for all Japanese brands. In this examination, the performance of various Japanese cars was mixed, and these different performances were deeply recorded in the minds of consumers and dealers.

In this “examination”, most of the Japanese cars of the joint venture brands adopted the measures of “safeguarding of peace of mind”. The main content is that vehicles and people can be compensated if they suffer malicious damage from a third party. Among them, Dongfeng Nissan, Dongfeng Honda, and GAC Toyota performed the fastest and best, and Guangzhou Automobile Honda’s “safeguard” measures were a little late. Mazda's two joint ventures in China have not had similar "safeguards" measures introduced, which is regrettable!

In this "examination", imported Japanese cars seem to be collectively aphasia. “We are a sensitive brand and we cannot say anything more!” This is the most talked about when dealing with import Japanese car dealers. This is actually an autistic practice that makes consumers feel "uneasy." In addition to not pressing the dealers into the warehouse, it seems that imported Japanese cars do not have a “spiritual” collectively, and marketing aphasia has also caused their share to drop! Some of the new stores that have imported Japanese cars have slammed at the door of closure. Subaru's sales decline has jeopardized the benefits of the huge group as a whole, and the salary of senior executives has already fallen by half.

Regional marketing is one of the magic weapons to serve consumers and win marketing wars. In this regard, Dongfeng Nissan and GAC Toyota are doing the best, while GAC Honda is more subsidizing the promotion of dealers. Dongfeng Honda is setting a guide price for the region. FAW Toyota is a unified marketing activity for the headquarters and there is still much room for improvement. FAW Mazda conducted a regional unified test drive last weekend and invited many consumers to participate. Changan Mazda also makes group purchases in stores, but there is little publicity.

Japanese cars are an important part of the automobile market and even China’s economy. In particular, Japanese car companies have joint ventures with Japanese companies. Each car has the sweat and wisdom of the Chinese people. What is gratifying is that China, Japan and South Korea have already initiated negotiations on a free trade zone. If they are successful, they will be the blessings of the people of the three countries. Sales of Japanese cars have been slowly recovering, and car companies who are serious about doing things will move consumers through many guarantees and benefits. Maybe there are uncertainties in the future that will affect the development of Japanese cars, but with the spirit of returning consumers, especially for higher-cost models, the market should not abandon Japanese cars.