LandWind: The Pioneer in the Segment Market, the Fashion Symbol for Household MPV

2007.03.27

Price war has become the hot topic since early this year in the Chinese automobile market. But the short term market effect and the compression to the interests of themselves and the upper suppliers have made it the unwilling to use magic for the automobile businessmen.

With the mature of the Chinese automobile market, the segment market has become the focus during competition between all the manufacturers. It is no need to bear the loss from the devalue of the products, if you arrange your products for the more fine sorted market and keep an eye on the different demands of the consumers. It is to say “There are no things that you cannot achieve”. In recent years, many manufacturers stood out in the segment market, and became the standard for the rivals.

MPV Thinks Much about the Commerce but Neglects the Household

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 2006, 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!

The Pioneer—LandWind

On May 18th last year, LandWind issued the first household MPV—Fashion, and this action symbolized beginning of Chinese independent brand car’s entering to the segment 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 the price under 100,000 suit the demand and the black of the household automobile market, and an upsurge in the household MPV market is then aroused.

In the Segment Market LandWind Is An Unique Banner

LandWind entered the MPV market decisively, and instead of emphasize the commercial aspect it attach much importance on its household aspects. The message “Family full of happiness” exactly describes its orientation. In the news release conference for Fashion, JMC president Jiaxu Yin inferred that when people view auto not as a luxury but as a tool for modern life, and as a necessary for business, recreation, and household, its prevalence in China will be very fast.

As a MPV specially designed for the Chinese families, Fashion possesses favorable driving comforts and operationality as the passenger car does，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”. Since its coming into the market, it has obtained the recognition of the consumers, and it has induced more manufacturers to explore the MPV segment market in depth.

It does not come singly but in pairs. On 26th, Changan issued its first MPV Changan CV11, which is viewed as the analogous version of Fashion. Due to the different outlook style and deployment, the two are aiming at different part of the segment market. It can be seen that Changan has began to issue multi models based on the same technical platform aiming at different sorted markets, and it has also shown the confidence for the MPV market.

With the price under 100,000, and combined with the conception of "Family full of happiness", the high price performance made LandWind establish its role as a pioneer in the Chinese segment 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. The pattern that aiming at the high end users must be changed and the new pattern must be constructed. While exploring the MPV segment market, some potential users of the passenger car may be attracted.