Although the slowdown in growth is a consensus among all parties in the automotive industry, market competition remains fierce. From the overall data, the Chinese auto market still maintains a strong market vitality. At present, the top three brands of independent brands are Geely, Changan and Great Wall.
This year, the sales pattern of independent brands has undergone major changes. In the first echelon of sales, the leader Changan Automobile has gradually surpassed the up-and-coming Geely and Great Wall. The competition of the second echelon is also extremely fierce. SAIC passenger cars and Guangzhou Automobile With the car showing an agitated competitive situation, the two sides are waiting for a decisive battle at the end of the year; Chery and BYD, who once competed with Geely, are now far from the first echelon and fall into the struggling sequence of the third echelon. As a representative of two independent brands that are dedicated to the study of traditional fuel vehicles and new energy electric vehicle technologies, the decline of Chery and BYD is embarrassing.
Analysis of the sales of major independent brands found that enterprises that attach importance to independent research and development and technology reserves and brands have become hot spots in the current market. The competition among independent brands has also shown a trend of enthusiasm. The era of growth by relying on SUV products is gradually passing. .
Some analysts pointed out that with the growth of consumers and the development and progress of independent brands, it is difficult to continue to rely on a certain explosion model to fight the market in the past. The era of designing, branding and spelling technology among independent brands is about to continue. advent.
Although the slowdown in growth is a consensus among all parties in the automotive industry, even with the huge volume of the Chinese auto market, even a 3%-5% annual growth is enough to support the development of several auto brands. This may be the new auto brand today. Still an important reason for the mushrooming.
According to the latest sales statistics, in September 2017, China's narrow passenger car sales reached 2.3 million units, up 3.4% year-on-year and 24.3% quarter-on-quarter; cumulative sales in the first three quarters reached 16.748 million units, compared with 16.228 million in the same period last year. The car grew by 3.2%. In September, sales of all models increased significantly, with car sales of 1,166,346, an increase of 24.36%, SUV sales of 972,306, an increase of 24.88%, MPV sales of 161,185, an increase of 19.2%.
From the overall data, China's auto market still maintains a strong market vitality. At present, the top three brands of independent brands are Geely, Changan and Great Wall. Geely Automobile's growth rate in September reached 41.9%. Great Wall Motor also relied on Jinjiu Marketing. The help of the month stopped the downward trend. In September, it increased slightly by 1.3% year-on-year. Changan Automobile lost its position as the leader for several years for various reasons, and its sales in September fell 15.84% year-on-year.
SAIC passenger cars and Guangzhou Automobile Co., Ltd., located in the second echelon, followed closely, ranking four or five of their own brands, and the growth momentum was also relatively rapid. In the first three quarters, the cumulative sales of SAIC passenger vehicles increased by 88%. It has increased by 43%. Geely, SAIC passenger cars and GAC Chuanqi have become the representative enterprises of the current independent brands.
The performance of several other traditional brands Chery, BYD, JAC and BAIC was not satisfactory. The sales of these four brands fell by 22.5%, 29%, 50.1% and 60.8% respectively in September.
Some market analysts pointed out that the development of independent brands has different focuses on their own choices, such as BYD, JAC and BAIC, which are gradually transforming into new energy fields. Changan Automobile recently announced the medium- and long-term strategy of stopping the sale of traditional fuel vehicles in the future. Fuel truck sales will inevitably decline.
Therefore, compared with the three transformational brands that are eye-catching in the field of new energy vehicles, another "old rival" Chery Automobile, which used to be Geely Automobile, has only the first export.
Reasons for Geely and SAIC's successAs the most likely new champion of this year's own brand, Geely Automobile's performance this year is remarkable.
In July of this year, Geely Automobile released its sales target for the first half of June and the first half of the year, and raised its sales target for 2017 from 1.1 million units to 1.1 million units.
According to the latest announcement issued by Geely Automobile, Geely sold a total of 108,872 new cars in September, an increase of 42% compared with 76,544 vehicles in the same period of last year, a record high. Among them, Geely sold 106,814 vehicles in the Chinese market, an increase of about 43%. %. From January to September this year, Geely's total sales volume reached 827,108 units, an increase of about 80% compared with the same period of last year. It has completed 75% of the adjusted annual sales target. For this year's sales performance, Geely Automobile said to Time Weekly reporter. The current sales target for this year is 1.1 million units, and will not be further adjusted.
Some analysts pointed out that adjusting sales targets at any time based on sales performance is not the first time for Geely. Last year, due to the good performance of new models, Geely has raised its target for 2016 from 600,000 to 660,000, and then raised it to 700,000 vehicles, the actual completion of 760,000 vehicles.
Therefore, according to the accumulated sales volume of Geely in the first three quarters of this year, which has reached nearly 830,000 vehicles, and has completed 75.25% of this year's target, Geely Automobile may hope to achieve further breakthroughs under the dual incentives of Jinjiuyin 10 and the end of the year.
Another high-growth self-owned brand SAIC passenger car is almost the black horse of its own brand this year. According to the sales data provided by SAIC passenger cars in September, from January to September this year, the SAIC passenger car's Roewe and MG brands A total of 361,386 new cars were sold, an increase of 88% over the same period last year. According to the planning at the beginning of the year, Roewe and MG will complete the sales task of 500,000 in 2017. From the current growth situation, it is very likely that the target will reach 600,000 units.
Some analysts pointed out that the SAIC passenger car resolutely gave up the British image of the main theme for many years and turned to the elements of youth, fashion and technology, and successfully won the favor of young consumers, is an important weight of its success. Next, the MG brand will also be in the passenger car field, the upcoming MG6 coupe is likely to become the first explosion of its own brand in the car field.
Chang'an and the Great WallAs a former leader and dark horse, Changan Automobile and Great Wall Motor are still in the top three positions of sales, but the growth momentum is not as good as before.
According to official sales data of Changan Automobile, the sales volume of Changan brand in September was 107,007 units, down 127,154 units last year, down 15.84%. From January to September, the cumulative sales volume of Changan Automobile brand was 894,467 units, down 965,131 units last year, down 7.3% year-on-year. .
As the first independent brand that produced and sold “two million†vehicles, the previous sales decline of Changan’s own brand passenger vehicles has caused widespread concern in the industry. Although the sales performance of Changan Automobile has rebounded recently, it is still difficult to make up for the first half of the year. The gap caused by the plunge. For Changan Automobile's slogan of 2 million units announced in the first half of this year, if the sales of joint venture brands such as Changan Mazda and Changan Ford were removed, the sales volume of Changan Automobile's independent sector from January to September was 1,438,300 units, which was 2 million units. There are still more than 650,000 gaps in the target. Whether this year's breakthrough can be achieved depends on the performance of the fourth quarter.
In the same year, Great Wall Motor, which achieved historical breakthroughs last year, had a total sales volume of 1,074,500 units in 2016. For the first time, it achieved sales of over one million units per year. In addition, Great Wall achieved a net profit of 10.5 billion yuan in 2016, compared with the same period in 2015. The increase was 30.88%. The sharp increase in profits has greatly increased the confidence of the Great Wall and directly set this year's sales target at 1.25 million units.
From the current situation, Great Wall Motor's sales in the first three quarters were only 620,395 units, only 49.63% of the annual target, and the chances of achieving sales targets are slim. Some analysts pointed out that Great Wall Motor's partiality in the SUV field is a hidden danger of its sales growth. Although the car market is fiercely competitive, it still has a large base share to fight for, and with the increasing investment in the SUV field, the Great Wall relies on a single explosion. The idea of ​​achieving long-term growth is too idealistic.
Chery and BYD's transformationAs a leader of the independent brand, Chery’s performance this year has gradually drifted away from the mainstream.
In fact, this year is still the growth year of Chery Automobile's “Strategic Transformation 2.0â€, because Chery Group (Chery, Qoros, Chery Jaguar Land Rover, Chery Holdings) sold more than 700,000 units in 2016, a year-on-year increase of 28%, and excess 17% completed. The annual target of the group of 600,000 vehicles.
According to Chery's original plan, this year's target is to ensure that the sales volume will reach 900,000 units, and strive to reach 1 million units. However, according to third-party statistics, Chery Automobile's overall sales in the first three quarters were only 342,796 units, just finishing the target's three-thirds. First, coupled with the recent plight of Chery Automobile, Chery Automobile seems to have a difficult goal to complete this year. The only thing that is gratifying is that Chery Automobile has a stable export performance, but the base is still small, far from making up for the production and sales of Chery Automobile. Aspects of the gap.
BYD Auto, which has always insisted on full coverage in the new energy field, has not been able to balance its performance in the traditional fuel vehicle field despite its early efforts in the new energy market. In 2016, BYD sold a total of 494,361 new cars throughout the year, ranking 17th among the Chinese auto companies. This year, BYD has not announced its sales target, but from the current performance, the performance of 273,066 vehicles in the first three quarters is far from the performance of last year, so this year, BYD's decline in the traditional fuel vehicle sector is also difficult to avoid.
In the new energy field, from January to September 2017, BYD's new energy vehicles accumulated sales of 70,393 vehicles, and sales volume nearly doubled that of the second-brand. Similarly, due to the sharp decline in the traditional fuel vehicle sector, BYD officially expects net profit this year. It fell by 20%.
Some analysts pointed out that due to the low entry barrier of pure electric vehicles, according to the statistics of the China Automobile Association, there are more than 200 new electric vehicle manufacturers in China in 2016, and the number is still increasing this year. BYD's first-mover advantage in the new energy field will gradually be overtaken by other competing products.
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