Text: Understand the original Ofe Che, Xing Qiuhong
On December 6, Dongfeng Group released its November sales results. According to the data, in November, Dongfeng Group's passenger car sales were 239,000 units, down 6.66% year-on-year; from January to November, the cumulative sales of passenger cars exceeded 2 million, reaching 2024714 units, a slight increase of 0.2% year-on-year.
Affected by the decline in sales in the commercial vehicle market, the decline in Dongfeng Motor Group's commercial vehicle segment was more obvious. Sales in November were 27,343 units, down 20,000 units from November. Cumulative sales of commercial vehicles from January to November were 492456 units, down 2.68% year-on-year.
Dongfeng Group's November production and sales data announcement
The two are superimposed, and the cumulative sales of Dongfeng Motor Group this year have shown a slight decline. Cumulative sales from January to November were 2517170 units, down 0.34% year-on-year.
Performance in passenger cars has been mixed. First of all, the increase in independent brands is more obvious, Dongfeng passenger car sales reached 16,000 units in November, and this year's cumulative sales have exceeded 100,000 units, with a cumulative increase of 73.29%. Being able to achieve rapid growth this year is inseparable from the launch of new products.
Dongfeng Wind God Yi Xuan MAX
In addition to the new Mach AX7 version, the new Car Yixuan MAX, which was launched in early September, is the sales force of the Fengshen brand, and has sold more than 10,000 units for three consecutive months.
This year's sales target of 120,000 vehicles is 90% complete, and if the sales results of November can be maintained in the last month, the annual target can still be won.
Dongfeng Liuqi's passenger car segment, that is, the Dongfeng Fengxing brand, also reached 10,220 units in November, and the cumulative sales volume from January to November was 113,300 units, an increase of 39.36% year-on-year.
Landu FREE delivered 1139 vehicles in November
The new brand Lando is also being gradually delivered. Landu FREE delivered 1139 vehicles in November, and since the start of delivery for four months, it has maintained a continuous month-on-month growth trend, with a total of 3461 deliveries.
What needs to be rationally viewed is that the rapid growth of independent brands is inseparable from its low base. Although sales have risen rapidly, at present, Dongfeng Group's autonomous sector still lacks explosive models to support market reputation and brand image.
At the same time, the autonomous passenger car sector plays a very important role in Dongfeng Group's "14th Five-Year Plan". According to the plan, by 2025, dongfeng's own brand passenger car sales will reach 1 million, and the scale will enter the top three in the industry. Whether it is fengshen, fengxing or the newly established Lantu brand, the achievement of millions of vehicles means a lot of pressure.
Dongfeng Motor Group reported production and sales in November
Looking at the joint venture sector, there is no doubt that Dongfeng Nissan and Dongfeng Honda are still the sales pillars of Dongfeng Group. However, since the beginning of this year, due to various internal and external factors, Nissan and Honda sales have declined.
A new generation of X-Trail
In terms of Japanese product brands, the entire Dongfeng Co., Ltd. sold 123,400 units in November, down more than 20% compared with the same period last year; cumulative sales from January to November were 1.2028 million units, down 6.72% year-on-year.
Among them, due to the lack of products, the update speed lags behind the market, and Infiniti's cumulative sales from January to November 2021 are only 7691 vehicles, a year-on-year decline of nearly 65%.
Infiniti's cumulative sales from January to November 2021 were only 7,691 vehicles
The cumulative sales volume of Dongfeng Nissan and Venucia brands from January to November also fell by more than 9%. On the one hand, the chip supply problem has led to an 8% decline in Dongfeng Nissan's cumulative production capacity this year; on the other hand, it is in the process of SUV replacement, it is too underestimating the market's resistance to the three-cylinder engine. In November, dongfeng Nissan's SUV camp had accumulated sales of only 27,000 units, and it should be known that the monthly sales of X-Trail before the replacement could reach 15,000 units.
This year's "chip famine" seems to have a considerable impact on the Honda brand. Honda's China terminal vehicle sales in November were 136,685 units, down 20.2% year-on-year. Dongfeng Honda sold 84,680 units in November, down 11.34% year-on-year, and cumulative sales from January to November were 687,000 units, down 6.64% year-on-year.
2022 Yingshipai Rui Hybrid 2.0 liter Net Yue Edition
On November 12, Dongfeng Honda INSPIRE was officially listed. Judging from the sales data of the first month, the performance of Yingshipai is not bad, with sales reaching 10,054 units in November, which is in stark contrast to the previous level of 4,000 units sold per month. However, because it is the first month of listing, it is in the stage of large-scale shopping, so the monthly sales of tens of thousands still need to be rationally looked at.
Unlike Dongfeng Nissan and Dongfeng Honda, DPCA has a tendency to bottom out this year. In November, DPCA sold 14,597 vehicles, up 158% year-on-year. This is also the 12th consecutive month that DPCA has achieved year-on-year sales growth. From January to November, the cumulative sales volume of DPCA was 86,553 units, an increase of 97% year-on-year.
The annual sales target of DPCA is 100,000 units, and it has achieved 86,553 units so far.
The increase in sales was first due to the fact that DPCA finally "woke up" and began to launch new products and upgrade them.
Dongfeng Citroen launched the Versailles C5 X in 2021 and currently delivers more than 5,000 units. Dongfeng Peugeot carried out a round of brand renewal this year, and then launched a new 4008, a new 5008, 508L 2022 and other models. Although under the banner of a new brand, only a medium-term change has been carried out, and no new products have been born.
For the whole year, the sales target of DPCA is 100,000 units, and it has achieved 86,553 units. With the last month left in 2021, if DPCA can maintain its November sales performance in December, the annual sales target of 100,000 vehicles can still be achieved.
Versailles C5 X
Of course, if you compare the peak period of DPCA, you can only say that this sales volume is still "far behind". DPCA began to implement the revival plan last year, and this year it still has certain results. However, the automobile market is an industry that relies on products, and the design, power, quality and replacement speed of products are the key to determining whether DPCA can regain its glory.
Summarizing the sales performance of Dongfeng Group in November, it actually has similarities with many domestic automobile groups: the sales volume of independent brands has gradually increased, the joint venture company has declined due to various factors, and the commercial vehicle sector is not as good as last year. These are all in line with the overall trend of the market.
Although in 2021, Dongfeng Group's autonomous sector has risen significantly, it is still not the first camp among domestic independent brands. In particular, Dongfeng Group has also set a target of 1 million autonomous passenger cars by 2025, with only 3 years left to complete the calculation. Even if there are small achievements, the pressure is still very high for Dongfeng Autonomy.
(Note: The data in the article is mainly based on the production and sales express report published by Dongfeng Motor Group on the Hong Kong Stock Exchange.) ）