March domestic sports car market analysis report

On March 12, Toyota's 2013 86 was officially announced in Shanghai. The new car was launched with 2.0L displacement manual and automatic transmissions, and the product price was RMB 269,000 and RMB 279,000, respectively. As soon as a new car is launched, it has received extensive attention from the market. In the Chinese sports car market in March 2013, Toyota’s share of the market rose by 4.4 percentage points from the previous month, ranking eighth in the brand’s concern list. On the product list, both models of the 2013 Toyota 86 entered the top ten, ranking fifth and ninth in the list.

Report Highlights • Brand Concern: Porsche leads the brand in the rankings, with 17.2% of the attention being the sports car brand most concerned by the market; Audi surpassed Lamborghini in the list, and Toyota was ranked eighth in the list.

• Product Focus: The Porsche Panamera surpassed the Gallardo in winning the car's attention championship. The Porsche has three products on the list. Among them, the 2013 Boxster 2.7 was ranked first with 3.8% attention.

• Analysis of parametric characteristics: 3.1-4.0L displacement products are favored by the market, with a market-focused ratio of over 20%; dual-clutch gearbox products have the highest ratio of concern, which is 41.2%; 43.8%, up 6.5 percentage points from the previous month.

• Case Study - Toyota: From August 2012 to February 2013, Toyota's brand awareness remained stable and rose sharply in March; both Toyota 86 and ZELAS Jielu Chi had two models, and Toyota 86 was favored by customers. It occupies more than 90% of Toyota's market share.

First, the brand attention pattern

• Porsche leader brand attention list In the Chinese sports car market in March 2013, Porsche's Qilian brand was concerned about the ranking champion, with 17.2% of the attention ratio becoming the most popular sports car brand. Both Audi and Lamborghini’s brand share exceeded 10%, with 11.2% and 10.5% respectively, ranking second and third in the list. In addition, brands such as Ferrari, Volkswagen, Bentley, and BMW also entered the top 10 on the list.

• Compared with last month, Audi's second-placed list has a larger change in the brand pattern of China's sports car market this month. The brand’s focus on the rankings of seven brands has changed. Among them, the Audi brand's share of attention rose by 1.3 percentage points from the previous month, ranking higher than Lamborghini rose to the list. In addition, the rankings of Ferrari, Volkswagen and Toyota all rose to varying degrees, while Bentley and Maserati's rankings both declined.

Second, product attention to the pattern

(1) Vehicle ranking • Porsche Panamera won the championship in the Chinese car market in March 2013. The Porsche Panamera surpassed Gallardo to win the car championship championship, focusing on 6.2%, while Gallardo lost the championship. The long-standing championship seat retired to the list with 5.8% attention. In addition, there are Continental, Scirocco Scirocco, Aventador and Porsche Boxster.

(II) Product Ranking • 2013 Top of the Boxster 2.7 In the product list, Porsche’s products took the top runner-up, with the 2013 Boxster 2.7 and 2013 Porsche Panamera Platinum Edition, and the product prices were 732,000 yuan and 120.3 respectively. Ten thousand yuan. In third place is Lamborghini's 2013 Aventador LP 700-4 Roadster, the product price is 7,388,800 yuan.

After the 2013 Toyota 86 officially went on the market, its products are also receiving widespread attention in the market. Two models of the 2013 Toyota 86 2.0L automatic luxury model and the 2013 Toyota 86 2.0L manual luxury model have entered the product list. Ten, ranked fifth and ninth in the list.

• Porsche has three products on the list. From the perspective of the brands on the list, Porsche has three products on the list and has become the brand with the largest number of products on the list; Toyota has two products in the top ten; the other five products are from Ferrari, Volkswagen, Audi and Chevrolet.

(III) Displacement Structure • 3.1-4.0L Displacement Concentration Above 20% In March 2013, in the Chinese sports car market, 3.1-4.0L displacement products had the highest market share, which accounted for over 20% of market attention. The share is 21.9%. After the 2.0L 2013 Toyota 86 went on the market, the share of 1.7-2.0L displacement products has increased significantly, and the proportion of attention has reached 20%, which is 20.0%, up 5.4 percentage points from the previous month.

(IV) Gearbox structure • DCT products are most concerned by users In terms of gearboxes, the proportion of products with dual-clutch gearboxes (DCTs) has exceeded 40%, which is 41.2%, up 1.4% from the previous month. Automatic transmission (AT) ranked second, the proportion of attention was 31.0%, slightly lower than the previous month. Automatic mechanical transmission (AMT) ranked third, focusing on a ratio of 15.9%. The market focus of manual transmission (MT) and infinitely variable transmission (CVT) does not exceed 10%, respectively 9.9% and 2.0%.

(V) Structure of the price segment • Increased attention to products under $1 million In the Chinese sports car market in March 2013, the proportion of products under $1 million rose sharply from the previous month, totalling 43.8%, up 6.5 from the previous month. percentage point. Among them, due to the listing of the 2013 Toyota 86, the product focus ratio in the price segment below 500,000 yuan broke through 20%, which was 22.9%, up 5.2% from the previous month; the product price share of the 500,000-10,000 yuan price segment was higher The month rose 1.3% to 20.9%.

Case Study - Toyota

(I) Brand trends • Toyota's trend rose sharply in March 2013 On March 12, 2013, the 2013 Toyota 86 was officially listed in the country. The new car was launched with two models of luxury manual transmission and automatic transmission, both equipped with a 2.0-liter engine. The price is 269,000 yuan and 279,000 yuan. After the new car was put on the market, Toyota’s share of the sports car market has increased significantly.

From August 2012 to February 2013, China’s sports car market, Toyota’s trend of attention remained stable, and the proportion of attention was always between 0.4% and 0.6%. After the listing of the Toyota 86 in March, Toyota’s brand attention trend rose significantly. Market share of attention was 4.9%.

(II) Product Structure • Toyota 86 has exceeded 90% of its attention. In the Chinese sports car market in March 2013, the Toyota brand had four products in two models. Among them, Toyota 86 and ZELAS Jielu Chi are two products. From the perspective of the proportion of cars concerned, the newly-listed Toyota 86 is favored by users. It accounts for more than 90% of Toyota's market share, and the proportion of attention is 91.3%. ZELAS Jielu Chi's market share of concern is low, focusing on only 8.7%.