[AutoDaily] Renault Samsung Motors QM3 is hot issue in the market. It does not makes all good. There are both sides bitter-sweet.20 November, all this year limited sales 1000 units QM3 was sold out in 7 minutes. This afternoon pre-order is over 3000 units, even the pre-order does not last a day.
This explosive popularity comes from epoch-making 18.5km per liter gas mileage, the excellent price 225~245 hundred thousands, and sensuous European style. Especially, fuel efficiency and price overwhelmed competition model.
This attention about QM3 makes a big burden to rival cars before formal sale- Domestic car; GM Korea Chevrolet Trax, Kia New Soul, Imported car; Nissan Juke, Peugeot 2008.
Trax was introduced this January, and sold 6374 units till October, an average of 700 units a month. Monthly sale target was 1500 units. But it only reached half of their expectation.
Though 1.4 gasoline turbo models have tax benefit, over 20 million prices is not easy to make a purchasing decision. Also, 1.7 diesel models sold in European were left off in Korean market.
New Soul released last October also shows below expectations. Right after launching it during 3 weeks, only 170 units came out of factory. Whole Soul sale anticipate slightly increasing according to 1.6 VGT diesel model start to mass-production. It will be difficult to achieve 4500 units original goal. Compare to first generation, new Soul reduces vibration and noise, and interior material is high-quality. Convenience and safety is upgraded. However, the weigh gets 100kg more; it incurs the gas mileage loss.
The first month of launching is usually peak sales time. But that time, the main model 1.6 diesel was not able to product due to stabilization operation in product line. Kia motor emphasized two tone roof color 3 type models and red-zone customizing model when new Soul showed up. But, these models are possible to produce in December.
Comparatively, Nissan Juke marks a good grade at the first month. This period had sold more than 300 units, exceeded their goal. Juke attacks 20~30 young male market with a strong 190Hp driving efficiency, an agile handling, and unique design. When QM3 release, it influence on Juke’ sales market, they can sale 200 units on niche market still.
Hanbul motor is the most complex side. They officially import Peugeot model, prepare to launch Peugeot 2008 in the next first half year. Peugeot, global strategy model, is very similar to QM3 – size of vehicle, output, torque, and gas mileages. Both two models keen competition in the whole European market including France.
The price is Peugeot 2008 Achilles’ heel. The price was expected about 30 millions. QM3 is one step ahead showing an outstanding price. Many of waiting customers is considering whether to buy or not.
This is no laughing situation to Renault Samsung. The margin is intensely low, considering 30 millions sales prices in European market, distribution costs, and etc. Moreover, import cars have an exchange risk.
Focus on QM3 sales, Renault Samsung’ business abilities are shared, so other models like SM5, SM7, and QM5 have bed effects. Sales fields are busy to answer inquires, but it is not directly connect the selling. The salesmen try to sell only QM3 because it is easy to contract. They have a week will to sell like SM7 model.
Upcoming December 1000 units limited sales, it left 3 months by launching. The competition is start in light-weight SUV, RV market.
By Shin Seungyoung.
(Translate by Lee Yeseul)