Colombia’s new car sales hit 42,025 units in the first four months of 2005, that’s growth of 25.1%. April’s sales (11,842) were up 13.5% on March’s 10,438.
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April was also a month for several new model launches, the Chery QQ being the most significant.
This Chinese brand made its pending presence known last November at the Bogotá Autoshow and raised a few industry eyebrows because of its proposed pricing starting from about $US9,600), the cheapest new car on the market.
Five months later at launch, the brand’s strategy has changed from offering the cheapest but poorly equipped car, to one with a less competitive price (cica $US11,000) but now with the best equipment package in its segment.
The latest game for consumers in dealer showrooms is ‘spot the difference’ between the QQ and the Chevrolet (nee Daewoo) Spark. Slightly changes to the bonnet (hood) and front grille don’t make much difference, but the Chery is $US150 cheaper.
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By GlobalDataHowever, the importer, who launched Daewoo in Colombia 10 years ago, knows its market and how to offer more perceived value for less money.
On the other hand, Colmotores – GM’s assember in Colombia – is seeking to lower prices. They have done this before, after the 1997 launch of an overpriced [Suxuki-designed] Wagon R+ was not as successful as planned.
Also in April, BMW launched its redesigned 3 series; Kia showed off the new Sportage undercutting all rivals and Chevrolet launched a new version of its Epica with larger 2.5-litre engine and much better equipment.
Chevy Epica? It’s a medium-sized GM-Daewoo sedan, still also offered with a two-litre engine.
Ford ‘re-launched’ its Fiesta 1.0 Supercharger, a year after the model first appeared, and Mazda put a face-lifted B series pick-up truck into showrooms.
Meanwhile, Sofasa, Renault’s assembler in Colombia, is trialling Logan production at its plant near Medellín.
The launch is scheduled for and, even though the assembler has not said a word about the price, the pundits’ pick is a tag between the Symbol and Mégane I, around $US15,200.
Juan Vargas
