Exceeding the expected overall car market growth means that most auto companies can “live a good yearâ€. This year, the self-owned brand car has risen strongly, luxury brands continue to maintain rapid growth, while the joint ventures are generally good, but they are bitter and uneven.
At present, the automobile companies including Dongfeng Nissan, Lexus and Changan Automobile have completed the targets set at the beginning of the year. In addition, Dongfeng Fengshen, Geely Automobile and other car companies have raised their annual sales targets several times. However, in a good situation, some car companies have been slightly frustrated, including the legal car brands Shenlong Automobile, DS, etc., all have a big gap with the target set at the beginning of the year. After the new round of market reshuffle, what kind of pattern will the future Chinese auto market show?
In 2016, independent brands began to regain the market share that was lost. According to the China Association of Automobile Manufacturers, from January to November 2016, a total of 9.512 million passenger cars were sold in China, a year-on-year increase of 20.18%, accounting for 42.68% of total passenger car sales, much higher than German, Japanese and American. 19.06%, 15.69%, 12.17%, 7.24%, and 2.57% of the Department, Korean and French Departments.
Among them, Guangzhou Automobile Chuanqi, Dongfeng Fengshen, Geely Automobile, etc., have raised their annual sales targets. According to the established target of Guangqi Chuanqi at the beginning of the year, sales of 220,000 vehicles will be completed throughout the year. However, this goal has only been completed in nine months. Subsequently, GAC Chuanqi raised its annual sales target to 360,000 units. According to the plan, GAC Chuanqi will launch 7 models in 2017, challenging the annual sales target of 500,000 units.
Dongfeng Fengshen also handed over a beautiful transcript. As early as the beginning of 2016, Dongfeng Fengshen determined the annual sales target of 125,000 vehicles, an increase of 24.4% compared with the previous year. Just after the first half of the year, Dongfeng Fengshen raised this target to 130,000 vehicles. As of the end of November, Dongfeng Fengshen has completed the sales target of 130,000 units after the annual increase.
Geely Automobile, which also raised its annual sales target in mid-2016. Geely Automobile, which raised its sales target twice, raised its planned annual sales target of 600,000 units by 10% to 660,000 units, and then raised this target to 700,000 units. In 2016, Geely launched a total of five models including Bo Yue and Emgrand GS, covering car to SUV models, fuel power and hybrid electric power. The hot sale of a variety of models, Geely Automobile has no problem after completing the two-degree increase.
In addition, other major brands also have good performance. The Haval H6 under the Great Wall has achieved a monthly sales of 70,000 units; Changan, despite its small product year, is still the largest self-owned brand, becoming the first self-owned brand to break through one million passenger cars. With the launch of CS95, CS55 and other products in 2017, Changan's sales are expected to rise to the next level.
Not only that, but the independent brands have also launched high-end models in unison, and the brand has passed the brand upward signal. Such as Guangzhou Automobile Chuanqi GS8, Changan CS95, SAIC Roewe (microblogging) RX5, Dongfeng A9 and so on. Geely has released a high-end brand LYNK&CO overseas. Followed by the Great Wall at the Guangzhou Auto Show (microblogging) released a high-end brand WEY positioning luxury.
Luxury brand general increaseIn 2016, there is also a luxury brand with good development momentum.
ABB has developed according to the established goals, and there is no suspense in accomplishing the annual goals. Audi, which is a luxury brand in China, achieved sales of 540,000 units in the first 11 months, a year-on-year increase of 5.7%. The BMW and Mercedes-Benz, which followed closely, achieved sales of 472,700 units and 429,300 units, respectively, with year-on-year increases of 11.2% and 27.9% respectively. In the competition of the top three German universities, almost localization is placed in an extremely important position. In addition to creating a localized Audi in the full value chain, BMW launched its third round of localization strategy in China in early 2016, while Mercedes-Benz announced that it will produce batteries and new energy vehicles in China in the future.
However, the 2016 luxury brand has a bigger focus on the second-tier luxury brand. Jaguar Land Rover, Cadillac and Lexus not only completed the annual sales target ahead of schedule, but also became the first brand in the second-line luxury brand to exceed 100,000 units.
Jaguar Land Rover, which returned to 100,000 clubs, achieved sales of 105,189 units in the first 11 months of 2016. As early as 2014, Jaguar Land Rover’s annual sales volume reached 122,000 units, making it the first second-line luxury car brand in China with an annual sales volume of 100,000 units. Since then, due to factors such as the March 15th party in 2015 and the high-level turmoil, Jaguar Land Rover’s annual sales have dropped 24% to 100,000 units. At 100,000 clubs, Cadillac is close behind. As early as November 2016, Cadillac had already completed its annual target ahead of schedule, with sales of 102,071 vehicles from January to November.
The good development of Jaguar Land Rover and Cadillac is closely related to the sales of domestic models. For example, Jaguar Land Rover's domestic sales in China accounted for 41.2% in February 2016 and climbed to 52% in November. The new domestic SUV XT5, which was launched in Cadillac in 2016, also contributed a lot to its sales. The XT5 has achieved cumulative sales of nearly 29,000 units in just 7 months, and its monthly sales rank among the top three in the domestic mid-size luxury SUV market. Among the second-line luxury brands, Cadillac has achieved the localization of all models.
Lexus has also completed the annual target of 100,000 vehicles. However, unlike other brands that favor localization, Lexus is the only luxury brand to operate in a fully imported manner, and there is no new brand in the strict sense of 2016. Among the total sales of Lexus, ES, NX and RX accounted for 42.5%, 27.3% and 18.5%, respectively, and the total sales of the three accounted for 88.3%.
Unevenly joint ventureCompared with the generally bullish market of independent brands and luxury brands, the joint venture brands show a big difference. More typical is the recovery of Japanese brand sales in China, as well as the market resistance of Korean and French car brands.
According to the data, the total sales volume of Japanese cars in the first 11 months of 2016 has exceeded 3.6 million units, and the number of accidents will exceed 4 million units throughout the year, which is approaching sales in Japan. Among them, in the first 11 months, Honda ranked first in sales in China, with a cumulative sales volume of 1,114,822 units; Toyota's sales in China totaled 1,100,300 units. In addition, Mazda completed its annual sales target in China in the first 11 months of 2016. Among them, Changan Mazda (microblogging) sold 170,054 units with a completion rate of 106%; FAW Mazda (microblogging) sold 8006 units with a completion rate of 80.1%.
Due to the large number of small-displacement models, the recovery of Japanese auto brands is closely related to the policy of halving the purchase tax of models under 1.6 liters. In addition, the speed of the Japanese brand's new generation has been significantly accelerated. With the calming of the Sino-Japanese storm, consumers are more rational in buying cars.
Unlike the recovery of Japanese cars, the development of Korean brands Hyundai and Kia has slowed down significantly. At the beginning of 2016, Beijing Hyundai set a sales target of 1.12 million units. As of the first 11 months, Beijing Hyundai has sold a total of 1.007 million units. Among them, sales of 127,000 vehicles in November have achieved the best results of the year. Dongfeng Yueda Kia (microblogging) set a target of 680,000 vehicles at the beginning of the year, and accumulated sales of 573,200 in the first 11 months. For the two major Korean car brands, the pressure in the last month is not small.
If the Korean brand is only struggling on whether it can achieve its goal, the sales of the French car brand have made the annual goal more and more unattainable. According to the data of the China Automobile Association, from January to November 2016, the legal passenger vehicle market share was only 2.57%, compared with 3.28% in the same period of last year, the sales volume dropped very obviously.
Among them, Shenlong Automobile's sales target for 2016 is set at 765,000 units. As of November, a total of 518,800 units were sold, with a completion rate of only 67.8%. The performance of PSA's luxury brand DS is also very eye-popping. At the beginning of 2016, DS lowered its sales target to 35,000 units. However, in the first 11 months, DS accumulated sales of 14,500 units in China, down 33.27% year-on-year, and only completed 41% of the annual target. If there is no accident, this will also be the second consecutive year that Changan DS failed to achieve its expected goal.
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