After several rounds of price cuts, the auto market failed to stop the pace of decline.
According to the China Association of Automobile Manufacturers, the sales volume of China's self-owned brand passenger vehicles in April was 585,000, down 27.9% year-on-year, accounting for 37.1% of the total sales of the domestic passenger vehicle market, down 5.2 percentage points from the same period of the previous year. This means that the market share of self-owned brands fell below the 40% red line in April.
“Compared with joint venture brands and luxury brands, the market share of independent brands has narrowed, and its competitiveness and market recognition have returned to normal conditions. The market is in the midst of a big wave.†iResearch Automotive analysts told “Daily Economic News†The reporter said.
â–²Some independent brand sales performance in April
Independent "giant" encounters sales dilemma
In the self-owned brand camp, mainstream car companies such as Changan and Guangzhou Automobile are bidding farewell to yesterday's glory, and once again encountered sales difficulties.
Data show that in April, Changan Automobile sold about 121,000 vehicles, down 35.1% compared with 187,000 vehicles in the same period last year. From January to April, Changan Automobile's cumulative sales volume was about 570,000 units, down 32.5% year-on-year. Among them, the Changan auto sector sold only 32,000 units in April, down 45% year-on-year. The large sales decline caused Changan Automobile to fall out of the top ten domestic auto sales list in April.
"This year's sales fell sharply year-on-year, which is related to the large sales base of Changan Automobile last year. Since November last year, Changan Auto's monthly sales volume has started to rise." Tan Benhong, executive vice president of Changan Automobile, was interviewed by the reporter of "Daily Economic News". Said.
In Tan Benhong's view, increasing sales is a protracted war, testing the independent innovation and core competitiveness of car companies. In this context, Changan recently launched a Changan Automobile Global R&D Center with an investment of 4.3 billion yuan in Chongqing, trying to increase sales with its technical strength.
Except for Changan Automobile, the results of other independent car companies are not optimistic. Data show that in April, sales of Guangzhou Automobile passenger cars were about 27,000, down 40.4% year-on-year; Geely Automobile sales were about 104,000, down 19% year-on-year; SAIC passenger car sales were about 57,000, down 15.4 year-on-year. %; Jianghuai Automobile sold about 35,000 units, down 24.7% year-on-year; Haima Motors sold 2650 units, down 72.2% year-on-year.
"In addition to individual companies, the competitiveness of the products of the independent brands is not enough. The products of 'quick success' will be abandoned by the market sooner or later." A car analyst who did not want to be named explained the reason for the decline in sales of self-owned vehicles.
In order to quickly increase sales, independent car companies have also tried their best. For example, SAIC Group issued a 3 billion yuan red envelope for car purchase subsidies, and launched a car purchase incentive for internal employees; Geely tried to boost sales by launching a high-end model, Xingyue, to meet the auto market upgrade demand.
BYD grows against new energy
　　 "Some people are happy that someone is jealous." In the face of the “cold winter†of the auto market, there are still some independent brands that have risen against the trend, and their “secrets†are different.
For example, in April, BYD sold about 38,000 vehicles, a slight increase of 1.3% year-on-year. Its sales growth was mainly due to new energy vehicles. BYD's new energy vehicle sales in April were about 24,000 units, up 72.5% year-on-year, accounting for 63.2% of total sales in April, surpassing traditional fuel vehicles.
In fact, the new energy vehicle market still maintains a relatively fast growth rate, which has benefited many car companies. According to the data of China Automobile Association, the production and sales of new energy vehicles in China completed 102,000 and 97,000 vehicles respectively in April, an increase of 25% and 18.1% respectively over the same period of the previous year. The heat of the new energy vehicle market has already attracted independent auto companies to extend their business to new energy.
For example, Geely Group announced the latest brand structure at the beginning of the year, Geely New Energy will focus on the new energy market as an independent sub-brand with the same status as the other four brands. Geely's first new energy model, Ge, launched on April 12, sold 1,017 units in the month, accounting for 12.5% ​​of Geely's total new energy sales.
Some relatively weak car companies in their own brands also regard new energy as a “life-saving strawâ€. For example, the Jianghuai Volkswagen project of Jianghuai Automobile is planned to be completed in 2020. It is estimated that an annual output of 100,000 pure electric passenger vehicles will be adopted by Jianghuai Automobile. The project will strengthen its competitiveness in the new energy field.
Great Wall "è¹" SUV waste heat
Compared with some car companies whose auto market has declined in marketing, Great Wall Motor's performance is remarkable. In April, Great Wall Motor sold about 84,000 vehicles, up 2.5% year-on-year; in January-April, the cumulative sales volume of Great Wall Motor was about 368,000, an increase of 8.7%.
The sales growth of Great Wall Motor mainly comes from the pull of its Haval brand SUV models. Data show that in April, Haval brand sales were about 58,000 units, an increase of 6.2% year-on-year. Among them, Haval H6 sold about 28,000 units, ranking first in the SUV rankings; both Haval F7 and Haval M6 contributed 10,000 units.
However, the blood supply capacity of Great Wall Motor's WEY brand has weakened. The data shows that the WEY brand sales in April were 7,293 units, down 44.5% year-on-year and down 28.8% from the previous month. On the other hand, Geely's high-end brand, Lectra, maintained a relatively steady growth. The sales volume in April was 9,103 units, a slight increase of 0.2% year-on-year and a slight increase of 0.4%.
However, the WEY brand will launch the VV5 1.5T model on May 15th. This is the first time that the WEY brand is equipped with a 1.5T power model. On the one hand, it can help the brand to complete the “double points†assessment, on the other hand, it will also provide consumers with More choices.
In addition to the Great Wall Motor, the SUV sector of other independent car companies continued to exert force in April. Among them, Geely Automobile Bo Yue, Vision SUV, Emgrand GS, Vision X3 and Binyue 5 models contributed about 50,000 units to Geely Automobile, accounting for half of Geely’s April sales. In terms of SAIC passenger cars, the Roewe RX5 and the MG ZS have contributed about 20,000 units of sales, accounting for 36.8% of SAIC passenger car sales in April.
From the overall market point of view, the residual heat of the SUV still exists. In the first four months of this year, the SUV market sold 2.919 million units, accounting for 42.6% of the passenger vehicle market. However, as the joint venture brand continues to increase the SUV sector, the first-mover advantage of the autonomous SUV is gradually weakening. According to the statistics of the China Association of Automobile Manufacturers, in April 2019, among the top 10 SUVs in terms of sales volume, the independent brands only occupied 3 seats. In the same period last year, the independent SUV in this list also occupied 6 seats.
Or price cuts, or push new models, or the rest of the SUV market, the current independent brands, are trying their best to improve sales. But how many surprises can the auto market bring to its own brand?
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