2018年,中国车市迎来了28年来首次下滑,但是豪华车市却保持了增长状态;数据显示在去年豪华品牌汽车销量占总销量的8.8%,全年累计销量达1977361辆,同比增长12.5%。
具体来看,一线BBA稳步增长,二线凯迪拉克、雷克萨斯和沃尔沃等出现高速增长,而在此时,又一重磅消息落下实锤,现代汽车旗下高端品牌捷恩斯(GENESIS)已经于1月31日,在上海成立覆盖中国地区销售法人,将于今年开启销售。
于上海起家,捷恩斯最快年底开售
临近春节前,也就是1月30日,韩国现代汽车集团(下称“现代汽车”)旗下高端品牌捷恩斯(GENESIS)在上海成立覆盖中国地区销售法人;就此,捷恩斯拉开了进军中国高端汽车的帷幕。据了解,捷恩斯设立中国地区销售法人只是进入国内高端市场的第一步,其将着手构建覆盖中国全境的经销商网络。
而捷恩斯旗下车型的正式推出时间,预计在今年年底,而第一款车型也正是我们日前所提到的GV80;预计明年捷恩斯将在国内推出GV70,并将逐步覆盖G70、G80、G90等捷恩斯的几乎所有系列的汽车。目前,有消息称:现代汽车集团还将计划把目前现代与起亚品牌的进口车逐步退网,目的就是为捷恩斯让路。
而捷恩斯进入国内市场后,初期还是将以韩国制造出口到国内为主,但会逐步将零部件进口到国内,在现代汽车国内合资企业北京现代的工厂进行组装生产,也就是我们所说的半国产化模式。至于未来捷恩斯以后会不会国产,现代汽车目前并没有否认这一点,而且表示将根据捷恩斯在国内市场的表现再作决断,也就是说,捷恩斯未来可能无法避免国产化的道路。
产品矩阵太少,缺乏自身“杀手锏”
从捷恩斯的销量情况来看,捷恩斯最大的市场依然是在美国,2016年销量为6948辆,2017年销量上涨到了25940辆;但受到汽车行业的冲击,捷恩斯2018年上半年在美仅销售了7262辆。其实,个人认为捷恩斯的销量很大程度是受到了价格的限制;目前捷恩斯最贵的车型EQ900在美国售价达到了72200美元,而美国普通汽车的售价在3万美元左右,豪华品牌汽车售价也仅在在6万美元左右。
在国内市场豪华品牌,德系三强依然牢牢把握着豪华汽车的潮流命门,最近两年异军突起的雷克萨斯等二线品牌也都有着自己的独门绝技;就拿雷克萨斯来说,在混动领域雷克萨斯绝对是当之无愧的第一;而捷恩斯除了大排量的发动机外,似乎毫无特长可言。再加上捷恩斯目前的产品矩阵太过于局限性,除了G70、G80、G90等三款轿车之外,计划将于今年下半年和明年推出的也仅是GV80和GV70两款SUV。
至于这几款车到来之后,捷恩斯是否会在国内豪华汽车市场站稳脚跟或许还有待商榷。对于豪华汽车而言,品牌效应已经是绕不过去的一道大坎儿,且不说百年的德系三强,二线品牌中的沃尔沃、凯迪拉克、雷克萨斯等车型,他们的品牌力叶早已根深蒂固;而捷恩斯的除了母公司现代汽车比较出名之外,其他的历史和传统都很短暂,想要“子凭母贵”的捷恩斯恐怕是与“历史故事”无缘的。
【写在最后】
捷恩斯目前最主要的市场是韩国本土及美国市场,如今捷恩斯模仿雷克萨斯的模式,希望通过仍处于增长阶段的中国高端汽车市场,为自身打下牢固的基础。但是,汽车品牌的文化并不能一蹴而就,捷恩斯想要短时间能完成这一步伐还需要积累,捷恩斯的现状也是韩国汽车最大的短板;而捷恩斯想要迅速在国内豪华市场站稳脚跟,恐怕又会用上韩系汽车的老套路“性价比”来开路。
原创文章,作者:cesifu,如若转载,请注明出处:http://www.cesifu.com/article/7795.html
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