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Niche market automakers win over

 

Sports utility vehicles and multiple-purpose vehicles led the auto market during the first half year of 2014, said figures from China Association of Automobile Manufactures.

The total car delivery reached 11.7 million, up by 8 percent year-on-year, CAAM said. Among them, the delivery of SUV was 2 million, and the growth rate of MPV soared to 55 percent.

MPV model Dongfeng Lingzhi, made by Liuzhou Motors, kept leading the MPV market by delivery of 69,400. The company also launched a 2014 Lingzhi 3-series, with bigger space for either business reception or cargo transportation purposes.

Recently, the brand held a campaign with the backdrop of the World Cup to promote its new product, playing up the shared value of "speed" and "passion".

MPVs have seven to nine seats and are usually choices of small enterprisers living in suburban areas.

Dong Yang, secretary-general of CAAM, said Chinese auto market has entered an era of mild growth. He cited that the average growth rate of the Chinese auto market has dropped from 25 percent in 2010 to 6 percent this year.

He said Chinese automakers should pay more attention on niche market, so they can have a continuous growth.

"Companies should try to predict the trend of consumption and develop products accordingly, so they can have a solid role in a certain consumer group."

 

 

 
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