In the context of the gradual slowdown in the growth of imported car business, recently, luxury car companies have begun to fight for the market. Among them, Infiniti last week, the first domestically produced model Q50L officially off the assembly line. One day later, Acura launched a brand new slogan for the strategic layout of domestic cars in the next two years. At the same time, Mercedes-Benz and BMW continue to expand the product line of the B-class car, trying to gain more market share through continuous product exploration.
It is reported that in the first three quarters of this year, China's cumulative automobile imports reached 1.053 million units, and the monthly average import volume exceeded 100,000 units, showing a high supply situation. However, the rapid growth of the supply side has not been reflected in the terminal sales, especially in the third quarter, the demand for imported cars has fallen sharply, which has also caused the pressure on many luxury car brands to increase sharply.
Statistics show that since July, the inventory pressure of the imported car industry is increasing, and the industry inventory index in September is as high as 3.76, which is significantly higher than the same period of last year and is close to the peak of 2012. The sharp decline in the imported car market means that, to a certain extent, most of the luxury cars will have to increase the localization process in order to ensure market growth, especially the market development of domestic models.
Last week, Infiniti's first domestically produced Q50L officially went offline, and will form a product matrix with the imported version of Q50, which will impact the fiercely competitive B-class market. It is reported that the second model of Infiniti QX50 will also be off the assembly line before the end of this year, initially forming a camp for Infiniti domestic models.
On the second day of the Infiniti Q50L off-line, another Japanese luxury brand Yangge officially launched a new round of branding, introduced a brand new brand slogan, and cited brand partners to make a 2016 localization strategy. bedding. At the same time, Acura launched the pre-sale of its new TLX in the domestic market.
However, compared with the accelerated layout of the second-tier luxury car brand, as the BMW and Mercedes-Benz in the first camp, in the case of competitors, the product matrix is ​​grown and improved, trying to increase the market share in the competitive market. Among them, BMW Brilliance once again expanded the 3 series of product camps at the beginning of the month, launched the BMW 316Li, the market price of 296,800 to 321,800 yuan. So far, the BMW 3 Series has offered two wheelbases, two drive types and a variety of design kits in China.
At the same time, Mercedes-Benz's new C-Class, after launching the C200L and C260L products, followed the launch of the car's entry-level version C180L. As an entry-level model for the new long-wheelbase C-Class, the launch of the new C180L not only enriches the product line of the domestic long-wheelbase C-Class, but also provides consumers with a richer and more diverse choice, and will significantly increase the price of the new C-class. Pulled down to 325,800.
Yangge’s launch of the “Partners” program has been slow to smash China’s carols and is trying to save back in China. A few days ago, Acura officially released the brand slogan “Focus on Galloping”, trying to make Chinese consumers feel the brand's genes and values ​​more intuitively and clearly. At the same time, Yingge launched the brand partner program, and invited actor Feng Shaofeng to be the brand partner to convey the charm of the Acura brand.
Introducing the concept of brand "partner" as the new slogan of Yangge in China, "focus on galloping". According to the introduction, "concentration" is a kind of strength, which stems from the persistence of love and the pursuit of perfection; "Chi" is a legend, unwilling It is mediocre and fearless of any extreme challenge. Acura always believes that the core value of a car is “ride”, so since the birth of the brand, Acura has focused on technological innovation, only to pursue the ultimate sense of control that communicates with the driver’s mind, so that the driver can be at the moment of pedaling. Get a more exciting power of pleasure.
According to Yangge, the focus on galloping began with the birth of the brand. From SH-AWD (Super Four Wheel Drive Free Control System), the left and rear wheels of the rear wheel can be creatively implemented in the four-wheel drive system. The Promise Distribution, to PAWS (four-wheel precision steering technology) pioneered the independent control of the rear wheel angle of the car (the steering angle of the left and right wheels of the rear wheel), Acura has been focused on the development of more precise control technology. In terms of powertrain, from VTEC technology to VCM (Intelligent Power Management System), from naturally aspirated engines to a new generation of direct injection engines, hybrid technology, Acura has also been focused on challenging the perfect integration of power and fuel economy. These advanced technologies were born only because of Acura's focus on technology and performance, and the pursuit of the ultimate "ride."
In addition, while launching a new brand slogan and strengthening the market brand positioning, Yingge first introduced the concept of “partners” and joined hands with actor Feng Shaofeng to accelerate the promotion of brand image to the market.
In the new round of China's luxury car development, in the Chinese luxury car market, the first camp Audi, BMW, Audi in the active cooperation with the localization, has been far ahead of other competitors; in the second camp, Jaguar Land Rover, Lexus, Volvo, Cadillac, as well as Infiniti, also showed a multi-faceted situation in the more radical product strategy and accelerated localization process, completely activating the second-tier luxury car market. However, due to multiple factors such as products and brands, Yangge, an important member of Japanese luxury cars, has been unable to share the rapid growth of Chinese luxury cars in recent years.
The analysis pointed out that with the release of brand new brand slogan and the implementation of the new brand promotion strategy, it means that Yangge has launched a new round of brand building, paving the way for the final domestic production in 2016, and then reaching the medium and long-term 100,000 units in 2020. aims. According to the target released before Yangge, 2016 Yangge will be made in Guangzhou Automobile Honda.
Honda (China) General Manager Cang Shicheng said that the launch of the new brand slogan and the launch of the brand partner program is the starting point for the Acura market. At the same time, in order to further enhance competitiveness, Yingge will strengthen cooperation between the US and Chinese research institutes in the future. After the realization of domestic production in the following year, Yingge will provide more products to Chinese consumers at a more reasonable price.
Lexus midsize SUV NX will be launched next week, Lexus launched the medium-sized luxury SUV NX Appreciation. It is reported that the car has launched a total of three power models, pre-sale of 330,000 yuan, will be officially on sale on the eve of the Guangzhou Auto Show next week.
It is reported that NX is equipped with LED low beam and daytime running lights for the first time in the mid-size luxury SUV market, and the NX 200 full-drive version comes standard with LED fog lamps and corner lighting. In terms of configuration, NX also comes standard with tire pressure monitoring and driving mode selection.
On the powertrain, the NX 200 is powered by a 2.0-liter naturally aspirated engine and is available in both front and full drive versions. The NX 200 front-end version comes standard with a dual-zone automatic air conditioning system, an electrically adjustable exterior mirror, and a 7-inch independent display. The pre-sale price is $330,000; the NX 200 full-drive version comes standard with an electric adjustable front row. Seat, electric trunk tailgate, electric sunroof, smart key, etc., pre-sale price of 380,000 yuan. The NX 200t is powered by Lexus' first 2.0-liter twin-scroll turbocharged engine with a pre-sale price of $410,000.
In addition, the NX 300h is the only fully hybrid electric vehicle in its class. The pre-release price is 470,000 yuan, and the NX 300h full-drive version is pre-sale price of 510,000 yuan.
Infiniti's first domestically produced Q50L off-line, after the introduction of the imported standard wheelbase version, Infiniti accelerated the market layout. A few days ago, Infiniti's first domestically produced model, the Q50L, officially went offline at the Dongfeng Nissan Puyang plant. This has fully opened the localization of Infiniti in the Chinese market, marking the development of Infiniti in China to a new level. According to the Infiniti plan, we will strive to achieve an annual sales volume of 100,000 units by 2018, of which domestic models account for more than half.
Perfect Q50 matrix layout It is understood that the domestic Infiniti Q50L is tailor-made for Chinese consumers. Considering the Chinese consumers' demand for driving space, the body length is 50 mm, reaching 4852 mm; and the wheelbase is 48 mm longer, reaching 2898 mm. In terms of power configuration, the Q50L is equipped with Infiniti's first 2.0-liter inline four-cylinder turbocharged engine with a 7-speed manual transmission. And retain the high-end configuration of imported models such as wire-controlled steering DAS.
With the downline of the Infiniti Q50L, Infiniti's business in China has officially entered a new stage. The product line has been transformed from the previous simple imported products to the “domestic import”, and the work focus has gradually shifted to domestic products. Dongfeng Infiniti said that the launch of Q50L enriched Infiniti's existing product line and improved the comprehensive competitiveness of the Q50 product line. It will also help the Infiniti brand to challenge the Chinese luxury car market with the follow-up domestic model, the long-wheelbase version of the Infiniti QX50. Existing pattern.
Dai Lei, general manager of Dongfeng Infiniti, said that the downline of the domestic Q50L is an important milestone in Infiniti's long-term development strategy and China's localization process. The production of the Q50L's Xiangyang plant implements Infiniti's globally uniform production standards, ensuring the same quality of the Q50 domestic and imported models, which gives them confidence in the market performance of the Q50L and the competitiveness of Infiniti.
The annual production capacity reaches 60,000. It is reported that the Xiangyang factory has added hundreds of proprietary processes to Infiniti. It has added more than 60 sets of exclusive production and testing equipment in each workshop, using the body bone online laser measurement system and body varnish. Micronized spraying process, the final assembly uses the first domestic QG visual inspection system and QUTE quality traceability system and other equipment.
In terms of personnel training, Dongfeng Nissan's Fuyang factory provides nearly 37 highly skilled employees for Infiniti's exclusive production staff, and 24 of them who have received long-term training at the Tochigi factory in Japan have reached the “master level” standard.
It is reported that in March of this year, Dongfeng Nissan's Fuyang plant officially obtained the authorized certification of Infiniti global 4.5 points (out of 5 points), which is at the same level as the Japanese Bengmu factory, which is the production base of imported Q50. Its new investment amounted to 600 million yuan.
At present, with the Q50L put into production, Dongfeng Nissan's Fuyang plant will become the third global manufacturing base of Infiniti after Japan's Tochigi and Smyrna, providing 60,000 units of capacity and stamping for Infiniti's domestic products. Five complete vehicle production workshops for welding, resin, painting and final assembly.
Xu Ping, chairman of Dongfeng Infiniti, said that Dongfeng Motor and Nissan Motor once again joined hands to integrate the best resources and fully support Dongfeng Infiniti's domestic production, which will create a successful model of cooperation. At the same time, the domestic production of Dongfeng Infiniti complements the gap of Dongfeng Motor Corporation in the field of luxury cars.

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