Price for volume has encountered "six consecutive declines" in sales. Can Volvo, which is no longer safe, turn around?

In the cruel car market brand elimination race , Those who can't keep up with the rhythm , Will be eliminated .

7 At the beginning of , Volvo cars announced 6 Global sales in January and the first half of the year . among , The cumulative sales volume of Volvo in China in the first half of the year was only 70233 car , fell 26.3%. Here's the thing to watch , Since this year, Volvo's domestic sales have appeared “ Six consecutive falls ”.

Sales fell for six consecutive years , Lack of core and other excuses can't hide the decline

It is an indisputable fact that Volvo's sales have declined , In especial 4 month 、5 month , Volvo's sales in the Chinese market have nearly halved , The decline reached... Respectively 47.8%、43.8%, Obviously, Volvo's decline is more than the market average . Apart from the domestic market , Volvo's performance in the global market is not optimistic , Sales have also fallen for several consecutive months ,6 Month on year decline 26.9%,5 Month on year decline 28.3%、4 Month on year decline 24.8%.

Although the official point out , Under the epidemic, some parts shortage and other problems affect production capacity , Is the main reason for the decline in sales . But we can see with 5、6 The domestic epidemic improved in August , In the first half of the year, domestic passenger car sales fell only year-on-year 7.2%, On the contrary, Volvo fell year-on-year 26.3%, The decline is significantly higher than the industry average . therefore , The problem obviously appears more in the brand itself .

The pace of electrification is slow ,“ Big talk and little rain ”

The reason why Volvo's sales have fallen in succession , It has a lot to do with the slow pace of electrification . Although Volvo is the first luxury brand to propose “ Fully electric “ The brand of , But changing oil to electricity can't fool consumers , from S60、XC60、S90、XC40 It can be seen that the sales performance of the new energy version of such models in China continues to be sluggish . First half of this year , Volvo Recharge models （ Including pure electric vehicles and plug-in hybrid vehicles ） In China 1-6 The cumulative sales volume in this month is only 4133 car , It only accounts for... Of the total sales 4.3%.

In pushing the new , until 7 month 5 Japan , Volvo's first new pure electric vehicle C40 Just listed , Whether it's endurance performance or acceleration power , Or intelligent driving , There are no special highlights . In the increasingly rolling domestic new energy market , Volvo without unique competitiveness C40 I'm afraid it's hard to get ahead . On the new energy track , Volvo has fallen seriously behind .

In fact, it's not just new energy vehicles , Volvo's fuel cars also have the problem of insufficient product power , At present, the models on sale are mainly modified , There has been no new face for a long time . And existing products, whether interior design , Or are intelligent configuration or driving assistance too conservative , Criticized by consumers , Naturally, the sales volume will not go up .

Be beaten in the face safely , Reduce your price , Talk about luxury ？

Volvo has always been “ Security ” boast , But in recent years, its product quality has repeatedly encountered problems . such as 2020 There was a potential safety hazard due to the safety belt , More than 220 Thousands of cars ;2021 In, because of the fuel pump fuse problem , More than... Were called back in China 13 Thousands of cars . In the automotive market research agency J.D.Power released 2022 In the ranking of automobile reliability in , Volvo's performance is far below average . All this makes Volvo “ Security ” The human setup gradually collapsed .

More Than This , With the development of domestic automobile industry , Nowadays, security configuration has been popularized in many brands , Active and passive security configurations are very rich . And in the era of intelligence and electrification ,“ Security ” It also includes battery safety 、 More dimensions such as information security , Volvo has no advantages in these aspects .

More deadly , Volvo, which has lost competitiveness in the second tier luxury market , To take the “ Exchange price for quantity ” The strategy of . at present , The terminal discount of Volvo's products can reach 6 ten thousand -8 Ten thousand yuan . But even so , Now Volvo has not been able to improve its sales , Instead, with the sharp price reduction of products , Its own brand strength is seriously weakened , leave “ luxury ” The two words are getting farther and farther away .

GUI Yantang

Sales have fallen one after another , Insufficient product strength , The price keeps going down , Brands are marginalized , Volvo's situation is already in jeopardy . Plus like a red flag 、 Ideal 、 Weilai and other brands continue to impact the luxury market , The living environment of traditional second tier luxury brands is more difficult . But it's not without opportunity , To survive in the competitive car market , We must keep pace with the times , Make a difference in the new energy market . It's just , Time for Volvo is running out .

（ writing / Dust deposition ; To examine / Ling Yun, all living beings ）