Conférence X-Auto "Le Défi du premium français en Chine, l'expérience du lancement de la marque DS" Gilles Boussac (X80) -CEO CAPSA (Changan PSA)

Transcription

1 Conférence X-Auto "Le Défi du premium français en Chine, l'expérience du lancement de la marque " Gilles Boussac (X80) -CEO (Changan PSA)

2 Welcome to Premium World in China Challenge 2015/04/27

3 0- Chinese Premium car market LUXURY PREMIUM MAINSTREAM 3

4 Chinese Local Premium car market % 100% 90% % % E MPV % 56% % % 38% 35% % % 28% 28% 26% % 20% 17% % 13% % % 10% 10% 9% 9% 10% 7% 7% 7% 0% E SUV D SUV C SUV E Sedan D Sedan C Sedan Total YOY GR 4

5 Chinese Premium total (local + imported) car market 5000,0 4500,0 4000,0 3500,0 3000,0 2500,0 2000,0 1500,0 1000, % 22% 19% 15% % % % % 8% 7% 7% 7% 6% 5% 25% 20% 15% 10% 5% Total Premium E MPV F SUV E SUV D SUV C SUV B SUV F Sedan E Sedan D Sedan C Sedan 500,0 B Sedan 0, F 2016F 2017F 2018F 2019F 2020F 2021F 2022F 2023F 2024F 2025F 5 0% A Sedan Total Premium GR

6 Chinese Premium car market Premium(Loc+Imp) Total PV(Loc+Imp) Premium Mix ,9% ,6% ,1% ,4% ,7% ,0% ,3% ,6% ,9% ,2% ,4% 14,0% 13,6% 13,0% 12,0% 11,0% 10,0% ,1% 9,2% 9,0% ,0% 8,0% - 7,0% F 2016F 2017F 2018F 2019F 2020F 2021F 2022F 2023F 2024F 2025F 6

7 Chinese Premium car market MKS in 2014 Infiniti; 2% ; 1% Porsche; 4% Others; 1% Lexus; 3% Cadillac; 4% Volvo; 4% Audi; 32% Land Rover(Jaguar); 7% Mercedes Benz; 16% BMW(Mini); 27% 7

8 1- Positioning LUXURY PREMIUM MAINSTREAM 8

9 , a New Generation of Premium Brand

10 isa Premium Brand 10

11 Brand DNA 品牌差异点 Brand Differentiation 原创设计 ORIGINAL DESIGN 精湛工艺 REFINEMENT 原创设计 ORIGINAL DESIGN 精湛工艺 REFINEMENT 人性科技 HUMAN-FRIENDLY TECHNOLOGY 人性科技 HUMAN-FRIENDLY TECHNOLOGY 经典传承 HERITAGE 传承 50 多年历史,1955 年巴黎车展首日订单即达到 法式精湛及太空科技时代的象征 Inheriting 50 years history, reaching orders in Day 1 Paris Auto Show. Is the symbol of French craftsmanship & advanced technology. 11 品牌基础和故事 Foundation & Story 经典传承 HERITAGE 高端品质 HIGH QUALITY

12 is was 来自巴黎的创新精神 Innovative SpiritFrom Paris Original Design 原创设计 Technology for Well Being 人性科技 Refinement 精湛工艺 Heritage 经典传承 High Quality 高端品质 12

13 Innovative Spirit from Paris 来自巴黎的创新精神 13

14 2- Customer Profile: Independent Modern Elites - Independent Spirit 独立精神 - Admired For Unique Personality 拥有独特个性 - Cosmopolitan Spirit 时尚都会精神 - Enjoyment, Quality of Life 追求高品质生活 - Desire to be a Trendsetter 引领潮流者. 14

15 3- Launch in China First 4S store in june2012 Start of sales with imported 3, 4 and 5 15

16 4- Local Products 5 (sept 2013)

17 All New 5 LaunchEvent (Shenzhen)

18 5LS (march 2014)

19 5LS Media Test Drive (Sanya)

20 5LS Launch Event (Beijing Chateau Laffitte)

21 6 (sept 2014)

22 6 Media Test Drive (Sichuan)

23 6 Launch Event (Beijing Great Wall)

24 5- World Shanghai (march 2013)

25 6- Events and Sponsorship 25

26 Shanghai Fashion Week

27 Mission Hills Golf Club

28 World Modern Art Exhibition

29 5Oth Anniversary Sino/ French Diplomatic Relations

30 Chinese New Year Gala

31 60th Anniversary (begin in June) 60 周年 60 th Anniversary 传承 未来 Heritage Future From the past to the future always hold the spirit of audacious, uniqueness and progressive and keep moving forward

32 7- Service Service Brand has been launched in 2012 Guangzhou Auto Show 32

33 Connect Telematics Brand have been revealed in Paris on 19 th of December

34 8- Network Frontage with curtain wall and central pillar (showroom entrance) 34

35 The full view of showroom 35

36 Center Hall 36

37 Welcome Area 37

38 One to One Aftersales Reception 38

39 AfterSales Lounge 39

40 9- figures Review of Y2014 Brand Awareness and Image s brand performance continues to improve significantly in premium market and has exceeded the target by the end of % Aided Awareness 提示后品牌知晓度 10 分制 10 Points Scoring Premium Image 品牌档次

41 Dealers Activities Road Show -RegionalMotorShow MKT Dept. and Action Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Road Show obj Road Show real C Autoshow obj C Autoshow real 0 D Autoshow obj D Autoshow real 1 0 EF Autoshow obj EF Autoshow real 3 0 Road Show real C Autoshow real D Autoshow real EF Autoshow real Road Show obj C Autoshow obj D Autoshow obj EF Autoshow obj 2015 Total Situation analysis Have improved methodology of dealing with data collected and follow-up and its accuracy. Improvement & Execution Further improve the planning and data follow-up Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

42 2015Y Mar Sales Leads Status Situation Analysis 1. Upper funnel: not enough leads from media/pr activity, E-commerce: low leads validation rate 2. convert rate from orders to retail delivery has been meet the target for the continuous two weeks and slowly improving;

43 2015 DeliveriesMarch + YTD Retail Volume in Mar. is much higher than budget. Whole-year retail progress 14%.

44 2015 Network Development-March + YTD 2015 Network Development analysis - Stores 74 4S Store in operation 100 MOU already signed Ambitious targets for 2016 Transiotional Dealer 过渡经销商 City Format real+forecast 城市展厅实际 + 预估 4S real+forecast 4S 实际 + 预估 Total stores target Store 总目标 一月 Jan 二月 Feb 三月 Mar 四月 Apr 五月 May 六月 Jun 七月 Jul 八月 Aug 九月 Sep 十月 Oct 十一月 Nov 十二月 Dec

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