According to the sales report (the first draft of the monthly report) issued by the Passenger Car Market Information Association (hereinafter referred to as "Passenger Car Association"), in February 2065, the comprehensive sales volume of passenger cars in a narrow sense in China was about 265,438+04.65,438+065,438+0. In 20 19, the domestic wholesale sales volume of narrow passenger cars was 2 1 10.3 million, down 9.3% year-on-year. Although the decline was greater than that of 20 18 (12 was lower than that of 20 15 in the same period), Cui Dongshu, secretary general of the National Passenger Car Market Information Association, analyzed the growth performance in the second half of the year, thought that the consumer market had "bottomed out" and predicted that the future sales volume would improve, but the differentiation among enterprises would be more serious.
Combined with the performance of the past 65438+February and even the whole year of 20 19, the joint venture brand is undoubtedly more likely to become the biggest "winner" in this market undergoing structural reconstruction.
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Behind several suspense sales champions.
According to the latest statistics (first draft) of the Federation, FAW-Volkswagen regained the number one sales volume after five years with a very weak advantage, followed by SAIC- Volkswagen, which also entered the "2 million clubs", and its amazing achievements in 65,438+February also made people look forward to its performance in 2020. Although SAIC-GM is still in the third place, it has been separated by the "North-South Volkswagen" (about 400,000 vehicles).
Wang Yongqing, general manager of SAIC-GM, admitted in an interview that in addition to the objective factors of low demand in the automobile market, the past year also coincided with the critical moment of the new product upgrade cycle of SAIC-GM. Some models are delisted, the "three-cylinder engine strategy" is not satisfactory, the sales end bid farewell to the simple "price war", and the marketing topic is insufficient (Dongfeng Honda and other brands play cross-border marketing much better), which is probably unavoidable in the transformation process of SAIC-GM. In the "Product Year" of 2020, SAIC-GM will launch more than 65,438+00 brand-new or redesigned models to challenge "North-South Volkswagen", which is also expected to bring more excitement to China auto market.
Although it declined in the third and fourth quarters, the mainstream Japanese brands finally ended the year with the overall performance of rising against the trend. Although Dongfeng Nissan is the only company with negative growth in "two fields and one day" for the whole year (down about 65,438+0% year-on-year, and according to official data, the cumulative terminal sales of Dongfeng Nissan for the whole year is 65,438+0,65,438+070,278 vehicles, up 0.3% year-on-year), it is gratifying to be able to outperform the broader market under unfavorable market conditions. FAW Toyota and GAC Toyota jointly won more than 6.5438+0.62 million vehicles, exceeding the annual target of 6.5438+0.60 million vehicles (Toyota Motor officially announced the sales data in China as 6.5438+0.62 million vehicles), making Toyota the "No.1No." of Japanese brands in China; In fact, the growth rates of Guangqi Honda and Dongfeng Honda are more prominent, and they have the momentum of "challenging" Toyota in the new year (Honda officially announced that the terminal sales data in China is 6.5438+0.55 million units).
As for other joint venture brands, in addition to the French brand whose future is still uncertain, Changan Ford (official data: February sales10.8 million vehicles, up 0.8% year-on-year and -4.7% quarter-on-quarter) and Changan Mazda (official data: February sales10.3 million vehicles, up 9% year-on-year. In particular, Changan Ford sold a total of 65,438+084,000 vehicles last year, and achieved a chain growth of 65,438+065,438+0.8% in the fourth quarter. With the intensive listing of as many as 17 new cars in 2020 and 2002, this American brand that has "bottomed out" will finally start to "rebound".
Although Beijing Hyundai and Dongfeng Da Yue Kia are still on the downward track, with Beijing Hyundai strengthening its technological advantages (especially in the field of new energy) and Dongfeng Da Yue Kia's brand-oriented strategic vehicles (new generation KX5, new generation K3K and new generation Zhirun), both Korean brands are showing a trend of returning to the mainstream "track" of joint venture.
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Is the automobile market monopolized by joint ventures?
In fact, it is not news that the car market segment is dominated by joint venture models (Geely Emgrand or the only son of TOP 15), and even the "protracted war" between SAIC Volkswagen Xinllavida and Dongfeng Nissan Sylphy for the first place makes people feel a little "aesthetic fatigue". Of course, although Corolla, who is more optimistic by Automotive News Agency, finally ranked third (insisting on not fighting "price war" is considered to be the main reason), with FAW Toyota accelerating the pace of exploring the online car market, the possibility of Corolla launching an impact on the car champion in the future is also increasing.
In addition, Civic and Accord, which have also achieved brilliant results, also have strong terminal prices, which will undoubtedly make many friends envious.
The car sales in June 5438+February are quite interesting. First, Passat doesn't seem to be affected by the "collision door" controversy (SAIC Volkswagen Passat's A-pillar was bent nearly 90 degrees in the C-IASI offset collision of China Insurance Research Institute, and the airbag avoided the dummy's head, and its performance was rated as P, indicating poor performance), and it still kept selling well. This may be due to the lag of negative public opinion on sales. Of course, more importantly, Passat's brand power and word-of-mouth advantage may still be hard to shake in a short time.
The other is Xinyinglang, which has become a best-selling model of SAIC-GM-Buick. In addition to terminal concessions, the increasing acceptance of three-cylinder engines by consumers is also an important factor. It is worth mentioning that the Ministry of Industry and Information Technology recently released a brand-new Yinglang declaration map, which will be unveiled during the year. The biggest change of the new car is the replacement of the 1.5L four-cylinder engine, or it will help it return to the "first camp".
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How long can the "half of the country" of the independent SUV last?
According to the preliminary data released by the Federation, in 20 19 years, domestic SUV models sold 9 18 16 12 vehicles, down 3.6% year-on-year. Compared with the car and MPV markets, the signs of recovery are more obvious: SUV sales in the second half of the year were 6.
However, compared with the established car market, the domestic SUV market is not only the first to pick up, but also facing the danger of change-half of its own brands are "in jeopardy" under the onslaught of joint venture brands, Haval H6 and Geely Job, which control the top two, have experienced a great decline, while Tiguan, CR-V and Qi Jun behind them are undoubtedly narrowing the gap silently.
It is no exaggeration to say that FAW-Volkswagen won the sales champion of passenger car enterprises in China in 20 19, and became the first passenger car enterprise in China with annual sales exceeding 2 10/00000. The "SUV Corps" established in 20 18 is the key to success.
For example, Tan Yue, which just went on the market at the end of 20 18, quietly became a "dark horse" in the field of medium-sized SUVs in 20 19, and the sales of compact SUV T-ROC in Ge Tan began to stabilize, gradually approaching the ranks of "Top 15". Just in the past 65438+February, FAW-Volkswagen's first small SUV (TACQUA) was officially launched, further improving its SUV product line. In 2020, FAW-Volkswagen also plans to launch two brand-new SUVs (a medium and large SUV and a derivative model of exploring Yue), which will undoubtedly bring more sales growth to it.
With the steady development of CR-V and XR-V SUV models, Honda brand maintained great pressure on Toyota brand last year. The key model from TNGA-K platform, Xinfangrong RAV4, has sold 65,438+05,65,438+085 vehicles in February, and it is believed that the sales volume will reach its peak in 2020.
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Who can grasp the new growth point? ?
In recent four years (2016-20 19), the market segment of MPV has been declining, from 2.49 million to 201912.84 million, down11%year-on-year; Among them, the sales volume of joint venture brand MPV models was 344,000 vehicles, which was 65,438+05.47% lower than last year (407,000 vehicles), but the market share showed a slight increase (all data here are from China Automobile Association).
A few years ago, the industry predicted that with the liberalization of China's second child policy, the MPV market was expected to usher in a new wave of enthusiasm, but the reality made everyone deeply embarrassed.
"Automotive News Agency" believes that national policies are certainly conducive to promoting the demand for mid-to high-end MPV models in first-tier and second-tier cities, but many joint venture brands (including many high-end brands) have also launched 7-seat or even 6-seat SUVs with stronger (relatively) power and wider application scope in due course, which has virtually squeezed some domestic MPV markets (but has little impact on the mid-to high-end markets).
Looking forward to 2020, I am afraid that Viloran (Chinese name or Vian) that SAIC- Volkswagen is expected to launch in the first half of the year will be able to challenge the old-fashioned "magic cars" such as Buick GL8, Odyssey and Elysee. This luxury business MPV looks a bit like Touareg from the previous face, which is enough to make people shine.
In the overall market downturn and low economic growth environment, the new energy vehicle market is also lacking in growth momentum, but even so, joint venture models such as BMW 5 Series PHEV and Corolla Double Engine+have been "mixed" in the 20 19 new energy vehicle market, and the future prospects are more predictable.
In 2020, in Tesla mode? 3 and the upsurge of "cabbage price", the pure electric vehicle market dominated by independent brands in the past will surely set off a "huge wave". In addition, the joint venture brand will continue to expand the layout of the new energy field this year and launch more brand-new models, and the fierce competition that follows will undoubtedly accelerate the reshuffle process of the whole industry.
Annual review:
Looking back on 20 19, those (whether joint ventures or independent brands) are completely suppressed by mainstream joint venture brands in the high-end, mid-end and entry-level markets, and some even fall into the situation of "success or failure". In addition to the lack of preparation for the competitive environment of the "stock market", in the view of automobile news agencies, it is more important that they fail to satisfy consumers' pursuit of technology configuration and practicality. And this, I am afraid, is also an important reason why the joint venture brand can "laugh at the auto market" at present, rather than a simple price advantage.
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