According to the market performance of last year, all car companies have set more targeted targets this year. Most of the joint venture car companies have chosen to “stable and steadyâ€, with only a slight increase from last year’s target. In recent years, independent brands with obvious sales growth, some car companies completed their sales targets ahead of schedule last year, and this year's expectations will increase significantly. According to the data, among the top 10 automakers in terms of sales completion rate, there were 7 independent brands, of which the completion rates of SAIC passenger cars and Guangzhou Auto passenger cars exceeded 130%. Therefore, this year's sales growth targets of some independent brand car companies have exceeded 50%.
Some car companies "crash the line" in advance
Last year, the Chinese auto market ushered in a "boom year." According to data released by the China Association of Automobile Manufacturers, China’s automobile sales last year was 28.02 million units, up 13.7% year-on-year; passenger vehicle sales reached a record high of 24.377 million units, up 14.9% year-on-year. Among them, the performance of independent brands is particularly eye-catching, and GAC Chuanqi, SAIC Roewe, Geely and other car companies completed their annual sales targets ahead of schedule.
As early as last August, GAC Chuanqi first completed the sales target. According to the data, in the first eight months of last year, the sales volume of Guangzhou Automobile was 226,000, an increase of 133% year-on-year, and the sales target of 220,000 vehicles was completed ahead of schedule. Yu Jun, general manager of Guangzhou Automobile Passenger Vehicle, predicted that the annual sales volume of GAC Chuanqi will exceed 360,000. In the end, according to data released by GAC Chuanqi, sales reached 370,000 units last year, with a target completion rate of 132.4%.
The SAIC passenger car, which has achieved a target completion rate of more than 100% of its sales volume, is also ahead of its sales target of 240,000 units in November last year. SAIC passenger cars said: "The sales growth rate far exceeds the overall growth rate of the domestic auto market." Last year, the new products launched by SAIC passenger cars became the absolute main force, and the sales of "Blue Core", "Green Core" and "Internet" models accounted for More than 78%, SAIC's own brand has taken the lead in forming a new product matrix for the future. Among them, “blue core†models focusing on high-efficiency internal combustion engine power accounted for 49%, Internet vehicles accounted for 22%, and “green core†models focusing on new energy accounted for 7%. The data shows that SAIC passenger car sales exceeded 320,000 units last year, and the target completion rate reached 134%. At the same time, the Changan brand passenger car with a sales target of 1.16 million units was launched last year. The sales volume in November was 1,168,400 units, a year-on-year increase of 26%, and the sales target was achieved ahead of schedule. With the sales performance of Changan's own models surpassing 10,000 vehicles per month, the sales completion rate of Changan brand passenger cars last year was 107%.
Zhang Zhiyong, an expert in the automotive industry, believes that consumer demand has been largely released due to the impact of the purchase of a 1.6-liter and below-displacement passenger car last year to reduce vehicle purchase tax, and the targeted and cost-effective models launched by independent brands have helped Pushed up the sales of many independent brands last year.
"Little Year" greatly improved the goal
For this year's domestic auto market, Zhang Zhiyong said that after the domestic passenger car market achieved nearly 15% sales growth last year, this year's auto market will enter the adjustment period after demand release. According to the forecast of China Association of Automobile Manufacturers, the sales volume of new cars in China this year was 29.4 million, which was down to 5% year-on-year. However, the “extraordinary†performance of the auto market last year has made independent brand auto companies look forward to this year's auto market, and set higher sales targets in the “small years†of the auto market.
According to statistics, SAIC passenger cars and Guangzhou Automobile passenger cars have significantly increased their sales targets this year. Among them, the sales target of SAIC passenger vehicles is 600,000 units, with a target increase of 86.5%; the sales target of Guangzhou Automobile passenger vehicles is 500,000 units, with a target increase of 78.57%. At the same time, this year's Chery sales target is 900,000 units, with a target increase of 50%; Dongfeng Fengshen's sales target is 200,000 units, with a target increase of 53%.
It is understood that as the leader of the independent brand, last year's sales target completion rate of 134% of SAIC passenger cars, the market performance of the Roewe RX5 listed last year contributed. The model has sold more than 20,000 units for several consecutive months, which has not only become a “quasi-black horse†in the SUV market, but also an important engine for driving SAIC passenger cars to achieve high growth. This year, Roewe i6 and MG ZS will be launched soon, which will continue to boost the overall sales of SAIC passenger cars. According to the planning of SAIC passenger cars, the overall sales target for this year is 600,000 units.
At the same time, Guangzhou Automobile passenger car as a major salesman of another independent brand last year, after the launch of GS4, GS8 and other popular SUV models, this year will target sales of 500,000 vehicles, and will gradually launch 9 new cars, including GS7, GS3, Four new models of the GA4 and GM8, three new energy models including the GE4 and GS4 new energy versions GS4 PHEV and GS4 EV, and two mid-term models.
SUV into an important engine of increment
For this year, some independent brands have significantly increased their sales targets. The industry generally believes that SUVs will become an important part of driving sales growth.
In recent years, SUV models have continued to sell well in China, and the pace of self-owned brand SUV models has been more rapid than that of joint venture brands. The data shows that since 2013, independent brands have begun to exert their strength in the SUV market, accounting for 16.9%; last year, the proportion of self-owned brand SUVs has soared to 49.3%. At the same time, driven by models such as SUVs, the domestic passenger vehicle market last year had a self-owned brand share of 42.7%, a record high in six years.
The industry generally believes that due to the downturn in the domestic passenger vehicle market in 2015, many car companies set their annual targets at the beginning of last year. With the gradual recovery of the automobile market and the continuous heavy volume of SUV demand, some car companies began to increase sales targets. Among them, Geely Automobile first raised the target of 600,000 units to 660,000 units last year, and then increased it to 700,000 units. According to the data, Geely's sales volume last year was 765,000 units, and the sales target completion rate was 109.4%. And the SUV models such as Geely Bo Yue and Emgrand GS have become the biggest growth points of Geely Automobile. According to Geely's plan, the sales target for this year will reach 1 million units, a year-on-year increase of 31%.
In addition, driven by the continued sales of the SUV market, some independent brand car companies began to bet the market in order to increase overall sales. With the popular models such as AX7, Dongfeng Fengshen sold more than 150,000 vehicles last year, an increase of 49.5% year-on-year, and the target completion rate was as high as 115.4%. This year, Dongfeng Fengshen will launch AX1, AX3 1.0T, AX3DCT, AX7 DCT, AX5 1.6L and other models, with a total SUV lineup impacting 200,000 sales targets.
Small displacement models to be released
In fact, in addition to focusing on the SUV models, small displacement models will become another driving force for independent brands to achieve this year's high sales target.
Last year, domestic sales of 1.6 liters and below were reduced by half of the preferential tax on passenger car purchases, which led to a surge in sales of self-owned brands. According to this year's policy, the domestic purchase tax of 1.6 liters and below will be levied at 7.5%, which means that the purchase tax discount will shrink by 2.5%. However, during the visit, the Beijing Business Daily reporter found that most dealers said that the increase in the purchase tax preferential policy did not have a decisive impact on the consumption of small-displacement vehicles, and will continue to increase in volume during the year, while the small-displacement SUV model has become a sales increase. Killer.
It is worth mentioning that the SAIC Roewe RX5 listed last year, while focusing on the Internet concept, "small displacement" and "SUV" have also become the gold-plated signs to increase sales. The data shows that after the model is launched, the monthly sales volume has remained above 20,000 for three consecutive months, and it is expected to achieve a monthly sales of 30,000 units this year. Among them, the 1.5T small displacement model has become the main sales force.
At the same time, relying on the high sales volume of Haval H6, H2 and other models, last year, Great Wall Motor became the second self-owned brand that entered the ranks of millions of vehicles after the Changan brand passenger car, and the sales target completion rate was 113.1%. This year, Great Wall Motor's sales target is 1.25 million units. Among them, in order to continue the sales performance of Haval H6, it is reported that this year, the model will be equipped with 1.5T and 2.0T engines, and will increase the 1.3T model to further improve the lineup of small displacement models. According to industry insiders, the adjustment of the preferential tax policy on purchases may affect the performance of the auto market in the short term. However, for self-owned brands, the layout of small-displacement models can still increase sales under the policy dividend. At the same time, for the domestic market, in the future, cars still belong to the rigid demand of consumers, and the automobile market has not reached saturation.
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