How far can Volvo, which has lost its "safety brand" due to declining sales and marginalization of its brand?

Acura exited the Chinese market , The news of the closing of GAC Fick recently makes people sigh , It shows that the current domestic market competition is fierce . More and more joint ventures / Overseas brands are gradually marginalized , Especially some second tier luxury brands , Sales fell significantly . We carefully set the plate 2022 year 6 Monthly and first half sales data , It is found that the cumulative sales volume of Volvo brand fell by nearly 30% in the first half of the year , Even surpassed by some new forces .

Sales decline , The luxury market is marginalized

Sales figures are always the most authentic , According to the data released by China Automobile Circulation Association , Volvo Asia Pacific 2022 The cumulative sales volume in the first half of the year was 60166 car , fell 27.6%. Although the first half of the year was affected by various factors , The overall market sales of luxury cars have declined , But compared with Mercedes Benz 、 BMW and other first-line luxury brands fell by less than 20% , Volvo's decline has obviously exceeded the market .

There is also , Except for and BBA The gap between them is growing , Volvo is also becoming more and more marginal in the second tier luxury brands , The sales volume of FAW Hongqi in the first half of the year （122723 car ） More than twice that of Volvo Asia Pacific . meanwhile , From the table we can also find , Like an ideal car 、 A large number of new power brands such as Weilai automobile are constantly chasing upward , Some have even surpassed Volvo in sales .

It can also be seen from the insurance volume data , Volvo Asia Pacific's sales volume in the first half of the year is similar to that of FAW Hongqi （118072 car ）、 lexus （87814 car ）、 Cadillac （78298 car ） The gap is being widened . Obviously , Volvo's position in the luxury market is gradually marginalizing .

Product update is slow , Electrification is slow

Why is Volvo's sales declining , In the first half of this year, it fell by nearly 30% , Fall behind the second tier of luxury brands ？ The biggest sticking point is the slow speed of product renewal and the slow pace of electrification transformation . In terms of the products Volvo is currently selling , In terms of fuel vehicles, there is no support from popular models , There is no new model on the top , It's still up to “ The third one ” Hard support . According to the number of new car compulsory insurance purchases , Volvo Asia Pacific sold the best in the first half of the year XC60（ domestic ） Cumulative 25614 car , fell 20.99%; The second is S90（ domestic ） Cumulative 12882 car , fell 37.24%;XC40（ domestic ） Cumulative terminal sales in the first half of the year 5698 car , Year-on-year crash 50.60%……

In terms of electrification transformation , Although there is action , But the pace is slow , For a long time, there was only plug-in hybrid version XC60、S60、S90 Waiting for sale , But there is no advantage in terms of endurance or fuel consumption , Naturally, no sales have been achieved . Pure electricity , Volvo XC40 Pure electric version and the latest Volvo C40, At range 、 Acceleration performance and other parameters are mediocre , In the face of the new forces' upward competition , Basically not competitive .

so to speak , On the one hand, compared with the first-line luxury brands with stronger brand strength, Volvo has no advantage , On the other hand, facing the strong and upward new power brands , Volvo has no power to parry . So under the double attack , It can only be more and more marginalized , It's getting farther and farther away from the second tier luxury camp .

“ Safety and environmental protection ” Tags are missing , Luxury is no longer good

as everyone knows , When you think of Volvo's luxury, the first thing you think of is “ Safety and environmental protection ”. This label is branded in everyone's heart , unique , So that in the era when there are not so many choices , Consumers will be willing to have more trust in Volvo because of this label . Volvo brand also relies on this signboard , Enter the domestic luxury market .

But now , Volvo brand “ Safety and health ” The label of is no longer significant , Now Volvo's products are in safety technology and other aspects , And failed to open the gap with products of other brands , And this label has already been inundated by other labels of a large number of other products .

Once you lose your unique competitiveness , The declining brand power has also become inevitable . When intelligent 、 dynamic 、 Electrification 、 When there is no outstanding advantage in other aspects such as design sense , Volvo just used to “ Safety plate ” It is not enough to persuade current consumers to buy .

GUI Yantang

Of course , Facing the cruelty of the car market brand elimination race , Volvo is not without opportunities , But if we can't keep pace with the times , Make a difference in the new energy market , Under the transformation of intellectualization and electrification , It is no accident that Volvo will eventually be eliminated . After all, not every brand can adapt to such cruel competition in the domestic market , Can survive safely .

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