Full text without pictures Read carefully;
How much impact do various restrictions on pickup trucks have on market development? At present, the biggest problem with pickup trucks is that domestic consumers do not understand enough about its characteristics, and domestic cities and highway systems at all levels impose restrictions on its travel, speed, and annual first-instance issues. If they don’t cancel the travel restrictions and the first trial every year, they won’t consider buying pickups. Is this really the case in the domestic market? Will they buy it if these are cancelled?
Positioning and classification of pickup trucks
First of all, let’s classify the types of pickup trucks we want to talk about; pickup trucks can be mainly divided into passenger car types for household use and truck types for logistics. We are talking about household type here. It’s not in the scope of our discussion, because although they are both pickup trucks, they have completely different requirements and uses for the characteristics of the vehicle. The focus of household pickup trucks is completely irrelevant to the word logistics, although it is still a pickup truck. , At present, they still belong to trucks, but in actual applications, household pickups have nothing to do with “goods”.
Passenger car market’s demand for models The attributes and characteristics of passenger pickups are closely related to its market demand; in this type of pickups, comfort, rich configuration, convenience, complete safety equipment, power system Sufficiency and whether there is room for later personalized modifications are important choices for car purchases. This is completely different from the demand for logistics pickups. Logistics pickups put more emphasis on the economy and durability of vehicles, because they appear as a production tool and bring more benefits to car buyers, while household pickups are for consumption. Type, what it wants to bring to car buyers is the multi-function and expandability that can satisfy personal travel.
So they are all pickup trucks; but in fact, these are two completely different worlds. If you don’t distinguish them clearly, you can’t talk about the development of the pickup truck market.
The main purpose of individuals buying pickup truck models
At present, the main group of individuals who buy pickup trucks are off-road enthusiasts and pan-outdoor enthusiasts; off-road enthusiasts are very easy to understand, that is, the group that goes where there is no way, and where the scenery is good. The group of pan-outdoor enthusiasts is very broad. At present, it mainly includes all kinds of users who use cars as vehicles, such as ski enthusiasts, fishing enthusiasts, paraglider enthusiasts, and motorcycle ATVUTV enthusiasts. Classes, etc., their use is precisely that they do not always drive in urban areas.
In China, there are only a few people who use pickup trucks to commute to and from get off work, because it is not convenient to drive a pickup truck into the city. Even mid-level pickup trucks are generally longer than five meters plus a section, which is far beyond the size of an executive-class luxury car. Today, when every city is becoming more and more congested, it is really inconvenient to drive such a long pickup truck into the city to turn corners, change lanes, and park. , Utilization rate, parking convenience, etc. are even better.
Therefore, among the current household pickup truck buyers, except for some rigid needs in the suburbs of Beijing, most of the areas are mainly used for various trips, so most people don’t use pickup trucks every year after purchasing them. Frequent, so the influence of this group of restricted travel is not great.
As for the speed limit problem, the high speed in some areas does limit the speed to no more than 100, but in most areas it is no problem to run according to the speed limit of small cars; How much impact will 20km have if the hour is slow? Is it not good to develop the habit of obeying the law? Why run so fast, and the penalties for speeding are becoming more and more stringent, why don’t we all be good law-abiding citizens?
Key Products and Features of the Passenger Vehicle Market
Beijing is the area with the strictest restrictions on pickup trucks in China, but the sales volume of both full-size pickup trucks and mid-level pickup trucks in Beijing is the largest in the country. Why? Because of consumption capacity and rigid demand, there is also a deeper understanding of the use of pickup trucks in the Beijing market, which has a lot to do with its geographical location and use environment. Other places are not so deep; and in promoting market expansion. Among the factors, the most important thing is high consumption power, but for those who always associate pickup trucks with logistics and cargo delivery, this ever-expanding market is something they can’t figure out.
One of the biggest features of passenger pickups is high configuration, that is, high configuration and high price; this can be seen from the products of Zhengzhou Nissan and Jiangxi Isuzu, the two joint venture brands with the largest sales volume in the domestic market; The production-to-sales ratio has been far greater than the original market estimate. In some cities with strong demand, such as Beijing, its top-end (automatic four-wheel drive) models accounted for more than 70% of the market. After the release of China VI, because automatic The failure of the block models to keep up has seriously affected the growth of the market.
Jiangxi Isuzu’s pickup trucks are currently divided into three levels, namely D-MAX, Lingtuo and Ruimai; D-MAX is the most suitable for individual market needs. It is also down from the peak, but after the three-point product, it more accurately suits the needs of individual user groups. In this market segment, its production-to-sales ratio is not low but rather high; its soft interior and rich passenger The configuration and high-safety equipment fully match the refined market demand, but it is a pity that the power system does not have the previous diversified options, which reduces its attractiveness to the market.
Among the self-owned brands, the entry of the Great Wall Pao has brought a huge change to the domestic passenger pickup truck market; that is, the Pao completely separates household use and logistics according to market demand, and the domestic Pao pickup is completely based on passenger use. The standard design of the car, from the interior workmanship to the chassis suspension, is completely a tough SUV with a pickup truck shell. This precise positioning has brought it a huge market success. Judging from the current market performance, the Pao Pickup has always been in a state of shortage.
As a promotion of market refinement, Great Wall will soon launch the “off-road cannon” product completely aimed at off-road and pan-outdoor enthusiasts. This is the first domestic brand that has such a segmented pickup truck market and products. Its success It also just shows the existence of this market, and the demand has been very strong, but there has been no corresponding product in the market for a long time to dig it out.
The Qualitativeness of Passenger Pickups in the Family
It can be said that pickup trucks are definitely not the first car in the current order of car purchases in families. This is determined by the perception and use of pickup trucks by most Chinese families. Passenger-oriented pickup trucks should be the second or even third car in China’s wealthy families, because for China’s car environment, no matter how high-end and expensive pickup trucks are, they are not suitable for the market, let alone It can’t enter the city at all, which means it can’t go to the place with “table tops”. Even if you spend a few million to buy a Mercedes-Benz 6×6², you can only go around in circles outside the Fifth Ring Road.
But when we think about it from another angle, the car purchase budget of this type of family is quite sufficient, so the 100,000 to 200,000 yuan for a mid-level pickup is nothing to them, and whether to buy it depends entirely on their preference Car understanding and needs. This is also the reason why high-configuration models occupy the absolute mainstream in the home pickup truck market. Even those die-hard manual transmissions buy manuals but require low-end configurations are rare, because low-end models do not meet their needs in terms of comfort. , and more importantly, the equipment of the safety system is not enough, and this is unacceptable to them, so this type of model is definitely not within the mainstream of this market.
There is another special demand in China’s household market, which is the attraction of pickup trucks to people in areas with limited numbers. People in many places don’t need pickup trucks at first, and they have no idea about pickup trucks. , I was forced to buy a pickup truck as a small car to ease the need for car purchases. After buying a pickup truck, I discovered the advantages of a pickup truck. Its versatility and expansion capabilities are incomparable to small cars. The cultural tourism industry and the corresponding people in big cities have become popular for pan-outdoor sports in recent years, just like the national skiing boom caused by the Winter Olympics. Therefore, there are not a few people who fall in love with pickup trucks.
Based on the above points, the mainstream consumer group of pickup trucks has no problem in terms of spending power; moreover, subjectively or objectively, they have no rigid demand for pickup trucks to enter the city, so can they enter the city? It’s not what they value most, but it’s the trivial things like the annual review that make them uncomfortable, but fortunately, it’s only once a year, and the current annual review is much simpler and faster than before, so although the impact of this aspect still exists, it is also is gradually fading.
Don’t talk about mandatory scrapping in 15 years; first check if you have driven a car for 15 years. The longest car I drove was used for eight years. The residual value after eight years is just a few bottles of Moutai. Go and see how much the residual value of the most valuable car will be after 15 years? Besides, will you still be able to refuel in 15 years? Don’t really worry too much about things going too far.
So those who are yelling about this question and that question and don’t buy pickup trucks, will they buy it if it is really cancelled? The answer is not complicated. Most of them still don’t know how to do it. What we have said before is very clear. Even if the policy changes, this group of people will buy a small number of them, because for them, it is not all kinds of pickup trucks that prevent them from buying pickup trucks. Restrictions, but whether there are… well, that’s the root of the problem.
Worse than the speed limit
Finally, let’s talk about the ETC charges for pickup trucks. This is the most disgusting problem recently; it is clearly written in black and white on the driving license that the household is not operating, and you have to queue up with the big trucks that are pulled into a hill to weigh the weight. The pickup truck itself has a load of 495kg. Is there a difference between a full load and an empty load? Can the toll station charge differently for 50kg and 100kg? Can I get a discount if I have an empty cargo box? If not, what’s the point of forcing us to wait in line after ETC? Just to waste our time?
Don’t say it’s a lazy government; the toll booth itself is a profit-making company. A company that blocks tolls but cries and loses money every year can’t talk about “politics” at all, and it’s not qualified to be “political.” It can show that the “evil” of monopoly enterprises is omnipresent; don’t use national policies as a shield, the state’s repeated orders and repeated requests must not force ETC, but so many toll stations are still hung up, and they will not be able to pass without ETC in the future.
Of course we can’t screw Roadhog, so we still can’t bend to do it.
But the problem is that the toll booth only leaves you with a manual passage. We were forced to do it, but we still have to go through the most congested place with a pickup truck. Therefore, if the rights of Road Hog driven by interests are not stopped, our car environment will never be changed. For the family pickup truck user group, this is a problem that is far more annoying than the speed limit.
