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The performance of French cars in the Chinese market is somewhat regrettable. DPCA, which entered the Chinese market in 1992, has taken the lead over many car brands, but now the sales of almost all French brands are declining. According to relevant data, from 2015 to 2018, the sales of DPCA declined year by year, which were 711100, 600200, 377500 and 253400 respectively.

In just four years, French car sales have dropped by 64.35% a month, but this is not the worst. Worst of all, after a continuous decline, DPCA's sales have not stopped falling. According to relevant data, DPCA sold only 10128 cars a month in May 2019, down 54.2% from a year earlier. The cumulative sales of DPCA in the first half of 2018 was 63027, down 60.05% from the same period last year. From this point of view, the annual target of 235000 DPCA may be difficult to achieve.

The above is the performance in the Chinese market, but the performance in the European market is quite the opposite.

According to data released by the PSA Group, global sales of PSA were 331200 vehicles in May 2019, down 4.7 per cent from a year earlier. From January to May 2019, the global sales of PSA Group was 1.5179 million vehicles, down 6.1% from the same period last year, and there was a certain decline in time, but it is undeniable that the difference between PSA Group in the Chinese market and the European market is very different. At the same time, DPCA's sales in China have been frozen year by year, but after discussion, PSA Group said it is still unwilling to give up the Chinese market.

Of course, this has something to do with the development strategy of French cars. Now French cars are seeking global procurement and reducing costs. In mid-April this year, PSA Group announced the establishment of a Chinese procurement center in Shanghai; in addition, French cars are also committed to expanding the global market except the European market, with plans to increase sales by 50%. As the strategic location of the largest single automobile market in the world, the Chinese market has an inseparable important position for French cars.

Why is there such a big difference in sales between the European market and the Chinese market?

In the past, it is often said that the aesthetic is not in line with the Chinese market, and French cars are haughtily priced. But personally, I think that among the many joint venture cars, the appearance of French cars is absolutely reasonable, and of course, everyone might as well have their own love.

There is no shortage of people who say that the aesthetic of French cars is not in line with the Chinese market, but in many joint ventures, the appearance of French cars is reasonable.

With the implementation of the recent cut-off policy, sales have declined, and the prices of French cars have become more and more pragmatic. Now the terminal prices of French cars are relatively high. Peugeot 508L is priced from 159700 yuan, while most joint venture medium-sized cars are slightly higher. For example, Volkswagen Maiteng pricing is 186100 yuan, Camry pricing 179800, it can be said that this is an important factor affecting its sales.

The decline in French car sales is largely problematic with its brand's marketing strategy. Consumers' lack of awareness of products and brands is obviously due to the lack of brand building and marketing. In the context of the cold wave of China's car market, consumer brand awareness is fixed, the market is not tight, and strong brands continue to want to digest more market share.

In such a competitive market in China, it is not surprising that the market share of French cars will be robbed step by step if the brand is not built enough, then sales are declining year by year.

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