It is worth mentioning that in terms of cumulative sales, Dongfeng Motor Group sold 3,054,500 vehicles before 165438+ 10 * *, an increase of 15.5% over the same period last year. According to Dongfeng Group's previous forecast of an increase of 65,438+0.4% in 2020, its sales volume in 2020 is expected to be 2.973 million vehicles. This means that Dongfeng Motor Group has exceeded its annual sales forecast before 1 1 month.
Specific to the sales data of various brands under the group. Joint venture sector, 1 1 month, Dongfeng daily sales125,000 vehicles; Dongfeng Honda sold 95,500 vehicles; Dongfeng Da Yue Kia sold 22,300 vehicles; Dongfeng Ying finidi sold 3,200 vehicles.
Although the sales volume of Dongfeng Citroen and Dongfeng Peugeot is not mentioned separately, according to the data of 1 1 production and sales express published by Dongfeng Group, the sales volume of Shenlong Automobile in 1 1 is less than 1 10,000 vehicles.
On the whole, the polarization of Dongfeng joint venture brand passenger cars is more obvious. Although there are many joint venture brands, they rely too much on Dongfeng Nissan and Dongfeng Honda, and their overall ability to resist risks is weak. Once these two Japanese brands are hit by the market, it will have a great impact on the sales of Dongfeng Group.
In the independent sector, 1 1 month, Dongfeng Shen Feng sold 7,700 vehicles, Dongfeng Scenery sold17,900 vehicles, Dongfeng Popular sold 9,400 vehicles and Dongfeng Qichen sold 9 1000 vehicles. According to the cumulative statistics, the total sales volume of Dongfeng self-owned brand passenger cars with "Three Winds+Qichen" in June was 5438+0 1 0,000, which not only contributed little to the overall sales volume of the Group, but also opened a clear gap with Changan and FAW, and became the "three central enterprises" with Dongfeng.
From the overall sales structure, Dongfeng Group has achieved different degrees of growth in passenger cars and commercial vehicles. Among them, the sales of passenger cars in 10/1.968 million vehicles in October increased by1.5% year on year; Commercial vehicles/KLOC-sales in October/October 165438+65500 vehicles, up 8.5% year-on-year.
Previously, Dongfeng Group submitted an IPO application for GEM. The contents of the prospectus show that Dongfeng Group's competitive advantage in the commercial vehicle field has improved significantly in recent years. From 20 17 to the first half of 2020, the proportion of commercial vehicles in the company's revenue increased from 47.97% to 77.6 1% year by year.
Moreover, because the gross profit margin of commercial vehicle business is higher than that of passenger vehicle business, with the increase of the proportion of commercial vehicle business and the excellent performance of commercial vehicle business during the reporting period, the company's comprehensive gross profit margin has increased year by year. In the first half of 2020, the gross profit margin reached about 16.49%, which was about 6.0 1 percentage point higher than the average level of comparable companies.
Dongfeng Group, while strengthening the traditional advantages of commercial vehicles, focused on the high-end market in the field of new energy passenger cars, and launched the high-end new energy brand Lan Tu Automobile this year. According to the plan, starting from 202 1, Lan Tu Automobile will launch at least one new car every year. In the next three to five years, Dongfeng Lan Tu's products will cover cars, SUVs, MPVs, crossover vehicles, high-performance vehicles and other market segments.
According to relevant data, the first medium-sized and high-end intelligent electric SUV with mass production cars has been pre-produced. The new car named "Lan Tu Freeman" will be listed in Shenzhen on June 65438+February 18, and it is expected to be listed in the third quarter of 200218.
Obviously, the new energy field is becoming a new opportunity for traditional car companies to exert their strength, attracting Dongfeng, Changan and SAIC to lay out one after another. However, for Dongfeng Group, there are some problems at this stage, such as unbalanced sales structure of passenger cars and obvious weakness of self-owned brand passenger cars. In this case, the re-operation of a new brand entering the market is a great test for the capital, personnel and technology investment of the enterprise.
Even compared with the long-term goal of building Lan Tu into a high-end brand of Dongfeng Group as soon as possible, Dongfeng Group should make more efforts in integrating the superior resources of independent brands and expanding the market influence of joint venture brands, so as to improve the overall efficiency of the Group. Avoid in advance that once Randy accelerates his investment, it will lead to the situation that the existing brand operation is "green and yellow".
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