LandWind Fashion: Initiate a New Pattern for the multifunction passenger car

On May the 18th, together with Changan, JMC issued the first multifunction passenger car at home—LandWind Fashion, which costs four years’ efforts. The action initiated the pattern that commercial and household cars are competing in the Chinese MPV market. Previously, there are only a few models that were oriented for household MPV, some of which are more like minicars and could not satisfy the expectation from the household users. The high end commercial MPV is extravagant both in purchasing cost and in the maintaining usage for the household users. Fashion combines the virtues of the two. 1.6 and 2.0 output volume, together with 95,800-109,800 price suit the demand and the black of the household automobile market, and an upsurge in the household MPV market must be aroused.

MPV Is Welcomed Everywhere and the Market for Household Is Black

With the development of the Chinese automobile market, the MPV market is also heated. In the short period of several years, the sale of MPV cars increased from less than 10,000 increased rapidly to more than 100,000. In the past 2005, the amplitude for the MPV sale was 46%, which meant 120,000 cars.　More and more manufactures have realized that MPV is suitable　for both business and individual, both commercial and household, so it is attracting the potential users group originally belonged to the passenger car. Broad in space,　multifunctional, and more practical MPV is attracting the attention of the household users.　According to the statistics, family users occupy a 15% proportion of the MPV market, and with the development of the society and the automobile market, this proportion will increased further. The broad market space makes many manufactures full of hope.

However, when more and more consumers found the MPV a good choice, they also found a helpless fact that MPV, which was designed for business and commerce, did not suit with the warm pattern of family because of its austere style. And its big body and high oil consumption are obstacles for the MPV to enter ordinary families when the price of oil is increasing day by day and the parking space is getting more and scarcer. The low end MPV has a low price, but it is like a mimicar. The low end MPV cannot satisfy the need of modern people to get high quality life both in its outline or its inner quality. Although there is broad space for the household MPV, there is no MPV specially designed for the Chinese families. As the demands of the consumers become mature gradually, the favorable multifunctional household cars with high price performance are about to come!

In the Segment Market LandWind Is An Unique Banner

In the past two years, the regulation and control of the development of the automobile industry is reinforced by the government, and the consumption tax is about to come out according to the strategy that "Take hold of the main and free the inessential". In fact, with the increase of our nation's total economic power, the individual consumption and family purchasing power for automobiles are rising steadily. When the consumers have a further knowledge about the autos, their demands and consumption conception are becoming reasonable day by day. The dignity is no longer the most key point in purchasing. They chiefly care about broad space, multifunction, and more practical aspects. The household multifunctional cars used to be neglected, but its market is expanding rapidly. By the end of last year, there are some experts who inferred that the micro, passenger car like, and multifunctional cars might form a new segment market. In this situation, JMC oriented definitely and take the lead of the multifunctional cars.

Although LandWind began with SUV, it never dropped the attempt to explore passenger car market. Through several years' efforts, LandWind has accumulated some popularity in the market. With the win-win co-operation with Changan, its strength was raised greatly and possessed the ability to expand in wider area. Early in last year, LandWind had been preparing for the transition of the brand. The Fashion that came into the market recently is a multifunctional car specially designed for the Chinese families. As a passenger car Fashion possesses favorable driving comforts and operationality，and it is also provided with a broad space and elastically changeable spatial array. It is suitable for daily use and travel, and all its characteristics, the fashionable outline, the vigorous momentum and the easy management, have well translated the orientation “Home full of happiness”.

Why LandWind choose the segment market, president of JMC, Jiaxu Yin said, that MPV was increasing at double figures annually. Once people view it not a luxury but as a tool for modern life, and as the necessary for business, recreation, and household, its prevalence in China will be very fast.

The one who could hold the direction of the market will take the preemptive opportunities in the market. Combined with the conception of "Family full of happiness", the high price performance made LandWind find its own place in the Chinese passenger car market. The come out of the conception of multifunctional car press close to the purchasing conception that the modern consumers attach much importance to the happiness of the family and the demand of all the members. There must be a brand-new pattern for the market, and more choices of household cars will be provided for the Chinese consumers.