赢得核心（即将成为）紧凑型SUV细分市场.pdfVIP

COMPACT SUV SEGMENT ？ PREFACE For years the compact sedan has been core to China’s PV market. Many carmakers deployed product launch strategies around this segment, creating a diversified, multi-layered and multi-faceted product footprint utilizing global platforms and locally-developed concepts covering mainstream/niche high, mid- and low-end segments. However, over the 2016-2020 period, this segment has significantly shrunk as compact SUVs picked up momentum, putting many carmakers in a tough spot. Is the compact SUV segment becoming the next core segment of the PV market? Who are really the core customers in this segment, and how should carmakers tackle this segment? We at YRI have also pondered these questions and would like to offer our own perspectives. YICHE RESEARCH INSTITUTE Compact SUVs could become top PV segment in China in 2021 Thanks to the emergence of post-80s young families looking to buy their first cars and a disposable family income of around only RMB100,000, the compact sedan market took off from 2007 to 2016, rising from annual sales volume of under 2 million units to more than 8 million units; As the birth and marriage rates of the post-90s generation fell sharply and average selling prices increased to above RMB150,000, though, annual sales of compact sedans focused on first-time buyers, interior space and price promotions fell over the next four years to less than 6 million units in 2020. Joint ventures such as Chang’an-Ford, DPCA, SAIC-GM, FAW-VW, SAIC-VW, Beijing-Hyundai and Dongfeng-Yueda-Kia that relied on this strategy were significantly impacted as sales at some of these companies fell off a cliff. The compact SUV segment wasn’t that strong either, but than