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In the midst of a bustling kiosk sales season, the MPV market is experiencing a dramatic shift—like a battle between ice and fire. In the first five months of this year, both the production and sales volume of MPVs dropped by 10.42% and 10.2%, respectively, compared to the same period last year. The ongoing financial turbulence has intensified competition in the commercial MPV segment. However, in Foshan's auto market, independent brand MPVs are finding new opportunities as more self-employed entrepreneurs look for practical and cost-effective vehicles.
The "old name" brands are regaining popularity among car buyers, especially with small and medium-sized enterprises (SMEs) seeking affordable options. A recent example is the Ling Zhi “09 Ventures†model priced at 9.99 million yuan, which recently launched in the Foshan market. Surprisingly, the next 20 orders came from SME owners, showing a growing demand for efficient and economical vehicles.
MPVs have faced a cooling trend in the broader automotive market. According to data from the China Association of Automobile Manufacturers, while cars and SUVs saw growth in the first five months, MPVs experienced a decline in both production and sales—falling by 10.42% and 10.25% year-on-year. This downturn contrasts with the earlier success of MPVs, which entered mainland China in 2000 and grew rapidly, reaching an average annual growth rate of over 20% from 2004 to 2007, with a peak of 23.1% in 2007.
Despite this, traditional consumption habits still favor official vehicle purchases in Foshan, followed by commercial use and then private ownership. An auto dealer in Hai Ba Road noted that many companies that bought MPVs as official vehicles haven’t yet reached the stage of replacement, contributing to slower sales. Additionally, rising fuel prices have made large, high-displacement models less attractive, pushing consumers toward more fuel-efficient options.
In response to the market slowdown, independent brand MPVs are targeting SMEs and business owners with affordable, practical options. Models like Great Wall’s Jiayu and BYD’s upcoming M6 are designed to meet the needs of budget-conscious buyers. These vehicles offer good value, comfort, and efficiency, making them ideal for both business and family use.
For instance, the Great Wall New Jiayu offers a spacious interior and easy access, with 80% of its buyers being SME owners or looking for a second car. The vehicle’s fuel efficiency—7.6L per 100km for the 1.8L model—makes it a strong competitor in the market. Similarly, the Ling Zhi model features advanced engine technology, achieving lower fuel consumption than most competitors.
As MPVs evolve beyond their traditional image as official vehicles, they are increasingly appealing to families who want to balance work and personal life. Consumers like Miss Li, a steel business owner in Shunde, appreciate the versatility of MPVs, which allow them to carry clients, friends, and family without sacrificing space or economy.
While MPVs must maintain their commercial appeal, their growing presence in the home market shows a promising future. For independent brand manufacturers, adapting to changing consumer demands will be key to thriving in the MPV segment. As SMEs in Foshan continue to grow, the demand for reliable, versatile, and cost-effective MPVs is expected to rise, making these vehicles a smart choice for both business and daily use.
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