CR-V will break 500,000 in July

Data show that CR-V will exceed 500,000 cumulative sales in July, becoming the first single model in China's SUV market to achieve this record. As the creator of the definition of “City SUV”, the success of CR-V is not a success of a car, but a success of the segment market of urban SUVs.

A model to create an era

With the prosperity of the automotive market and the abundance of automotive products, vehicles are increasingly seen as the embodiment of values ​​and lifestyles. After several years of accumulation, the proportion of China’s auto market has gradually increased, and consumers are more likely to break through in the second car purchase. Against this backdrop, hatchback cars, sports cars, and SUVs have all enjoyed unprecedented opportunities for development.

The time back to 2003, when China's SUV market accumulated sales of 133,000 units, the share was only 6%, is a full "little niche market." At this time, Dongfeng Honda showed a unique strategic vision, resolutely the first product as CR-V, created the "city SUV" concept, and clearly put forward a "small market, a large share of" differentiated competitive strategy. In 2004, the CR-V went public. This year became the first year of the city's SUV, which was later recognized by the auto market. Under the leadership of CR-V, the urban SUV market and its subordinate SUV category began to run wild. In 2010, the annual sales volume of the SUV market was 1.32 million units, an increase of 10 times compared to 2003 and an increase of 38.95% year-on-year, which was much higher than the 22.39% increase in the overall automotive market. The SUV era thus opened.

A model drives a market

With the advent of the SUV era, more and more similar products have joined, and facing increasingly fierce market competition, CR-V has succeeded in escaping the “predecessors planting trees and descending people’s coolness” by virtue of their leaders’ leadership and leading product strength. Auto market law, together with new entrants, makes the urban SUV market bigger and stronger. The data shows that the addition of each new product will not only impact the sales of CR-V but will result in a certain increase in CR-V sales. This phenomenon is known as the "CR-V phenomenon" in the SUV market for the industry. The data shows that from 2004 to May 2011, cumulative sales of SUVs in China totaled 4.02 million units, of which CR-V accounted for 12.5%.

A senior industry expert commented that Dongfeng Honda's precise strategy has achieved the CR-V's leadership, CR-V's "small market, big share" has gradually grown into a "big market, a large share," and CR-V uses its demonstration effect. Driven by the continuous expansion of the market capacity of the urban SUV, CR-V has always been the first beneficiary in this process. It can be said that CR-V is winning at the strategic starting point.

A model makes a class

The phenomenon that a vehicle model represents a market segment is very rare, because it requires not only a long-term vision before the product is put into the market, but also requires intensive cultivation after the product is put into the market. Since it was put into the market, CR-V has become the automobile market in Dalang, with the comprehensive advantages of "Sales first, fuel first, safety first, quality first, product attractiveness first, environmental protection first, and value-preserving rate first". Always standing proudly, write down 500,000 sales myths.

Behind the 500,000 sales legend is an urban elite who grew up with CR-V. They love life and are active. They not only lead the urban SUV consumption boom, but also lead a new urban lifestyle. Dongfeng Honda paid great attention to the spiritual communication with this group in the marketing field. It organized activities such as CR-V Talent Selection and car owners' environmental tree-planting activities, which made CR-V have a very good reputation both in terms of physical value and emotional value. According to statistics, many consumers purchase CR-V through word-of-mouth recommendations among friends. Among them, a car owner in Guangdong introduced family members to purchase five CR-Vs, which indicates the power of word of mouth.

In 2011, due to the impact of the Japanese earthquake, CR-V production capacity was lowered, which directly led to a rare setback in China's SUV market. This also reflects CR-V's huge influence on the entire SUV market. In July CR-V resumed normal production, which means that CR-V will return to the position of the king. Experts pointed out that China's "SUV era" has only just begun, and as the creators and leaders of urban SUVs, CR-V will lead the SUV market forward and make a more splendid future in the era.