即便豪华车领域俨然成为车市寒冬中唯一的“避风港”,沃尔沃在华两位数增幅仍在其中显得颇为亮眼。在刚刚过去的2019年上半年,沃尔沃在华销量达到6.77万辆,同比大幅增长10.2%。同时今年6月单月销量达到1.32万辆,同比增长13.2%,实现逆势大增。而在强劲的中国市场带动下,2019年上半年,沃尔沃在全球范围内共交付了34万辆新车,相比起去年同期的31.7万辆提升了7.3%,同时也创下历史同期最高记录。从车型销量表现来看,6月,沃尔沃在华表现最为突出的是XC60,当月销量为2483辆,同比大增33%;上半年累计销量为2.9万辆,同比劲增50%,占沃尔沃上半年总销量的接近一半。而沃尔沃旗下的旗舰车型S90和XC90均有明显的增长幅度,其销量占了总销量的25%以上,也就是说XC60、S90、XC90三款车型销量就占据了总销量的80%。不过,稍有遗憾的是,沃尔沃于5月刚刚推出的全新国产XC40车型还没有顺利走上增长通道。根据乘联会数据,5月沃尔沃XC40销量为1476辆;而6月最新销量“不增反减”至区区758辆,也就是说,国产XC40上市至今仅交付了2234辆。目前的销量结构中,沃尔沃旗下车型中旗舰车型销量优于原本应该承担起跑量重担的“入门级”车型,这种情况在豪华品牌中比较罕见。对于国产XC40目前“叫好不叫座”,不少业内人士认为与沃尔沃定价过于自信有关。据悉,全新国产XC40官方指导价格区间为26.48万-38.58万元,虽然相比原先进口车型,入门价格有所拉低到了26.48万,但相比于同级别竞品,如奥迪Q3、宝马X1来说,国产XC40不论是在配置还是品牌力上优势相对不明显。此外,在沃尔沃上半年的销量增长光环中,值得注意的问题还在于终端售价可能存在“同门内斗”的现象。比如,沃尔沃XC60个别车型终端优惠幅度基本达到7万元左右,而S90的优惠幅度甚至能够高达11万元不止。那么,如果XC40作为新车上市,优惠幅度没有那么大时,消费者权衡之下难免会选择更高定位的XC60。当然,依靠终端市场优惠刺激销量并非仅沃尔沃“一家之过”,尤其是在车市下行的大背景下,二线豪华车品牌中如凯迪拉克、捷豹路虎均在终端市场中以劲爆折扣“闻名”。但“以价换量”有其硬币的两面,在促进销量为消费者提供更多实惠的同时,难免对品牌、价格体系、经销商有所伤害,因此在实施过程中也需要多加考量。不过,对于下半年的发展,沃尔沃也准备了“杀手锏”。接下来,沃尔沃在国内市场还将投放全新V60、S60L以及中期改款XC90等新车型,其中最为走量的60系还有望大幅提升沃尔沃今后在华的销量。不仅如此,沃尔沃还将加速布局新能源,3月,沃尔沃方面宣布对旗下SPA平台下的T8和T6插电混合动力系统进行升级,目前,该平台主要生产是沃尔沃90与60系列车型。后期,全新S60、V60旅行车和V60CC等都将拥有这套动力系统。而除了升级动力系统,沃尔沃还计划在现有车型基础上推出轻度混合动力版本,搭载动能回收系统,可为车型提供高达15%的燃油节省和较低的排放量。根据这家瑞典豪华车企的规划,到2025年纯电动汽车将占公司总销量的50%。
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