·Where is the opportunity for new products in the small SUV market?

In the past 2014, SUV once again became the biggest winner in the market. According to the data, the cumulative sales volume of SUVs in 2014 was 4,150,800 units, a year-on-year increase of 36.44%, and the market share exceeded 23%. The most unexpected one is that the sales of small SUVs reached 840,000, and in 2013, this figure was only 51,500. In just one year, the sales of small SUVs increased by nearly 16 times.
The reason why small SUVs are so popular is mainly related to the rejuvenation of consumer groups. According to industry analysts, the proportion of consumers in the post-80s and post-90s in China's auto market in 2014 was around 41%. In 2015, the proportion of this group of consumers will reach 58%, becoming the absolute mainstream of the market. In terms of spending power, 80, 90, 60, and 70 are inferior. After all, they have just become the protagonists of society. Therefore, in the face of "SUV fever," they tend to be small SUVs.
From the budding to the current popularity, the small SUV market took only a very short time. In this field, compared to the German, American, and Japanese, the Korean brand can be said to be a late-stage force. Beijing Hyundai launched the ix25 in the second half of last year. It sold more than 10,000 in the first month and won the small SUV market. Dongfeng Yueda Kia, which is also a Korean brand, also quickly launched the KX3, which is the same platform product as the ix25, and will be officially launched in March this year.
It is understood that KX3 is the first SUV model of Dongfeng Yueda Kia adopts the family naming system, K stands for K series, X stands for SUV, and 3 stands for small. According to the current development plan of Dongfeng Yueda Kia, there will be KX5, KX7 has been launched. The Chinese name of KX3 continues the "run" series of Lion Run and Zhi Run, and is named as Running.
The shape is more in line with the aesthetic needs of the 80s and 90s, which is a major feature of the Korean cars. Mei Songlin, vice president and managing director of JD Power China, said: "Kia's K-series model is itself a representative of sports and fashion. The design of the proud is more European style, which is favored by young Chinese consumers. As the designer of the design master Peter Hillel, the proud design draws on the design concept of the concept car KX3, using the Kia family-style tiger whirl grille design, the front line is full, the headlights and the bulging lines on both sides of the engine compartment cover echo. The side lines of the body are simple, and the tail is designed with a groove to highlight the overall layering.
In terms of power, the proud running offers three engine models of 1.6L, 2.0L and 1.6T. It is equipped with a 6-speed manual/hand-automatic transmission, which combines high performance, low fuel consumption and low noise. Compared with the ix25 on the same platform, Proud also offers a T-powered model to satisfy consumers who have a higher pursuit of driving experience.
As people pay more and more attention to active safety, proud running also has characteristics in this respect. In addition to electronic anti-glare rearview mirrors, downhill assist systems, reversing radar or reversing images, there is also an ESS active anti-tailing system. When the vehicle is in emergency braking, the brake light will automatically strobe, thus alerting the rear vehicle driver to respond in time to avoid the rear-end collision. At the same time, 6-position airbags, automatic defogging, electric heating / automatic anti-glare rearview mirrors, ESC and other rich configurations also escort passengers.
In 2013, the small SUVs that were listed all year round were only Ford Wingbo, Suzuki Fengqi and ZTE C3, but last year, except for Ford Maverick and Buick Angola, Honda, Hyundai, Chevrolet, Peugeot Citroen and other companies. Four small SUV products were launched. Foreign media reports, luxury brands such as Cadillac and Lincoln also intend to enter this market segment in recent years. From this point of view, the pressure of the rising star is not small.
In the past 2014, Dongfeng Yueda Kia's annual sales exceeded 866,000 units, and its sales target for 2015 was 750,000 units. In the 2015 product plan, in addition to some small redesigned products, the new models only have proud running and K5. K5 has a certain sales volume at present, and it will achieve a sales growth of 100,000 units in the new year.

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