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In 2012, the sales volume of pickup trucks in China was less than 300,000, which was far below the global average. However, the sluggish sales figures also mean huge market potential. At present, many automobile manufacturers in China are involved in the pickup business and compete for this market. "The competition is becoming more and more intense," Ma Cheng of Foton Motor's Pickup Division analyzed the reporter. "This also makes Futian must make breakthroughs in the high-end area."
Pickup trucks are one of the best-selling models in the global automotive market. Take the United States as an example. In the past three years, pickup trucks have accounted for about 20% of the total vehicle sales in the United States.
In contrast, the survival situation of the pickup truck market in China is extremely weak. In 2012, China’s total sales of automobiles exceeded 19 million, with only less than 300,000 pick-up trucks, accounting for only about 2% of total sales. However, this small market has been very lively in recent years. Since 2000, there have been a number of automakers such as Geely, Dongfeng, Jianghuai, Jinbei, and Chery that have launched pickup trucks, and nearly 30 car manufacturers have participated in the competition.
“The development of the pickup market in China has great potential. Many manufacturers have noticed this.†Zhao Jingguang, deputy secretary of the Party Committee of Foton Motor Group, analyzed the reporter. Although the market share of pickup trucks in China is relatively small, sales volume has been increasing. According to data released by the China Association of Automobile Manufacturers, since 2007, the growth rate of the pickup truck market in China has been significantly higher than that of the overall automobile market.
As the competition in the field of passenger cars becomes increasingly saturated, the market advantages of pickup trucks in the early stages of development will become more apparent. Yang Zaijun, the deputy secretary-general of the China Passenger Car Market Information Association, predicts that pickup trucks will increase by more than 10% each year, and by 2015, pickup trucks are likely to increase by more than 20%. Based on this calculation, pickup truck sales will exceed one million in the future and it is a huge sales volume cake.
The technical difficulty of pick-up trucks is low, which is conducive to independent brands participating in the competition. From the perspective of sales volume, self-owned brands have been monopolized for many years, and joint venture brands such as Nissan can only be in the “second-tierâ€.
Although the future looks so beautiful, there is a threshold for policy on the expedition. In China, pickup trucks are classified as commercial vehicle-type trucks. This means that pickup trucks pay more than 2,000 yuan for the management of trucks each year. In addition, pickup trucks are restricted in most cities in China. This also causes the sales crowd and sales area of ​​pickup trucks to become narrow and can only take the low-end route.
The original classification was mainly because some city managers were worried that the pickup trucks would affect the city's appearance, and the low-end diesel engines used by pickup trucks were noisy and polluting. However, with the development of automotive technology, these two problems have been improved.
"The use of high-end diesel technology has completely solved the problem of emissions," Ma Cheng said. However, the industry is not optimistic about this high-end pickup route. "The policy is there, and doing it again is only a concept, and we must basically call for the pickup policy to be liberalized." An industry analyst who declined to be named told reporters.
National People's Congress deputy and general manager of Zhengzhou Nissan, Guo Zhenlu, has always advocated changing the identity of pickup trucks and canceling the policy of restricting travel. In 2009, he submitted to the National People’s Congress a proposal to cancel the restrictions on pickup trucks in the city, but with little success. "The current policy has made the pickup a marginal model."
At present, China still continues its policy of classifying pickup trucks as trucks. This is also a major risk for domestic manufacturers to get together to compete for pick-up trucks. But on the other hand, this risk also hides huge sales dividends. Once the policy is loosened and pickup trucks enjoy the opposite policy of passenger cars, the pickup market will become another prominent market for Chinese cars following the SUV. .