Nearly a month has passed since the opening of the Guangzhou Car Show in November, and the entire year of 2021 is less than 30 days away.
In the year that is about to pass, we have witnessed changes in the automotive market, such as the consumption upgrade of domestic brands, the explosive growth of sales of new energy models, and the sales volume of MPV segments. For the auto market in 2021, find a few consumer commonalities, the most popular domestic brands are the Great Wall, Changan and Geely, and the joint venture brand Volkswagen is still popular; new energy Tesla is still the choice of most people, and another part of the people have chosen new forces.
Today, let's talk about what are the commonalities in the automotive market during the year.
2 domestic + 1 joint venture, a sudden rise
First look at domestic brands, from January to November this year, the cumulative sales of more than one million brands are Great Wall Motors, Geely Automobile and Changan Automobile, of which the most representative of the phenomenon-level products is the average price of more than 200,000 tanks and a car is difficult to find 300.
Great Wall Group sold 1,118,600 vehicles from January to November, and sold 122,500 units in a single month in November, and the Haval brand remains the backbone of the entire group, with 69,000 units sold in November. At present, the tank brand can only rely on tank 300 to support itself, delivering 10,108 units in November, which is very good, with a total of 72,000 units sold this year; according to insiders, the order volume of tanks has exceeded 190,000+. The pre-sale of the tank 500 last month, the order has exceeded 27,000, the main luxury tank 500 should be the next phenomenon-level off-road SUV product.
For such a phenomenon-level product as the Tank 300, just like the launch of the Great Wall Gun pickup truck model a few years ago, it has identified the market demand. The reason for the strength of the product, 190,000-300,000 levels of off-road can also take into account the comfort of the model in the previous market can indeed not choose much, and the launch of the tank 300 has become the "only seedling" of this market segment, hot sales is not difficult to understand.
In addition, the marketing model of online orders is also a trend that is currently popular, such as the next GAC Toyota Highlander. GAC Toyota's cumulative sales from January to November this year were 692,800 units, an increase of 11% over the same period last year, it can be said that GAC Toyota does not have a car that is not easy to sell, and the benefits of new cars brought by product launch are still in play.
After the mid-term redesign, toyota Camry contributed 2.53 units in November, and Velanda also sold nearly 20,000 units. The fourth generation of Toyota Highlander after the replacement, after the launch of the new online order model, the cumulative orders exceeded 52,000 vehicles, and the monthly sales volume in November was 10,300 units, avoiding the occurrence of the previous 4S store "mark-up" phenomenon, and the whole process of consumers buying cars can be viewed online. In addition, there is also the domestic version of the MPV model Toyota Xena, which perfects the product matrix of GAC Toyota.
We have to admit that GAC Toyota has further "sprung up" in the original product strength and sales data, which is about its new product launch, hot product replacement and product matrix improvement, and also about its newly implemented marketing model.
BYD's new car sales are more interesting, with 97,200 units sold in a single month in November, with new energy accounting for 90,200 units (43,984 hybrids and 46,137 pure electric units), and byselling bydir's new energy models sold more than 270,000 units from January to November. Analyzing the single-month sales in November, three of the top five bicycle sales in the new energy sector are BYD models, including BYD Qin, BYD Han and BYD Dolphin.
One of the surprises is that BYD Dolphin, an A0-class model that has just been launched and has no preferential treatment, has reached 8800 units in a single month, and even in November, its monthly sales have exceeded the 8615 units of Tesla Model 3. Regarding BYD's sudden emergence in the new energy sector, my view is that it began with the transformation of fuel vehicles accumulated earlier, coupled with the self-developed technology of the DM-i super hybrid system and the reliability of the blade battery has been recognized by the market and consumers.
Volkswagen, GM, maintain the original chassis
On this topic, if we maintain the original base plate, we have to turn our attention to joint venture brands, such as SAIC Volkswagen, FAW-Volkswagen and SAIC-GM. Looking back at the cumulative sales ranking of manufacturers from January to November 2020, the first place FAW-Volkswagen 1.87 million units, the second place SAIC Volkswagen 1.4 million units, and the third place SAIC-GM 1.24 million units.
Coming to the cumulative ranking of manufacturers from January to November 2021, the first place is still FAW-Volkswagen, with cumulative sales of 1.62 million vehicles, and the second place is still SAIC Volkswagen, 1.31 million units. SAIC-GM remained in third place, selling 1.17 million units. Of the above three companies, the market share of 2020-2021 showed a downward trend, FAW-Volkswagen fell by 2%, SAIC Volkswagen fell by 1% and SAIC-GM fell by 0.4%.
The above three companies have not adjusted too much in terms of overall sales volume and manufacturer rankings, and the decline in share has not reached a very exaggerated point. By extension, if you are careful enough, you will find a subtle change, in November Geely Automobile surpassed SAIC Volkswagen with 122,800 units sold 113,000 units, ranking second in the manufacturer's sales list.
FAW-Volkswagen is still dominated by fuel vehicles in this year's new product launch, such as the new Volkswagen Golf, the Volkswagen CC hunting version listed at the end of last year, and the medium and large SUV Volkswagen, while the new energy market can only get its hands on ID.4/ID.6 CROZZ, but the sales have not been opened for a while. Supporting the overall sales is still the traditional fuel vehicle products, the layout of new energy products and the fierce market competition is not expected by Volkswagen; in the same way, SAIC Volkswagen is also facing such a problem, but SAIC Volkswagen currently has a Volkswagen ID.3.
For SAIC-GM this year, SAIC-GM Buick and SAIC-GM Cadillac are still reliable. From the cumulative sales ranking of bicycles from January to November of the year, we found the new Buick Yinglang, which ranked after the Toyota Corolla, with nearly 260,000 units sold in the first 11 months; the Buick GL8 ranked second in the MPV list, with 147,000 units sold in the first 11 months.
In addition, Cadillac's XT5 and CT6 models, also appeared in the list of luxury cars/luxury SUVs, and the Cadillac LYRIQ pure electric model was pre-sold at the end of this year, which is expected to drive the sales growth of the brand's new energy field next year. But we have not found any sales data about SAIC-GM Chevrolet in the first 11 months, and perhaps this is the problem with SAIC-GM.
The above three brands are the top five players in terms of annual sales in previous years, and the overall sales of FAW-Volkswagen and SAIC Volkswagen have not changed much this year, and SAIC-GM has also remained in the original third place. But they also have a commonality, that is, the overall sales are still driven by traditional fuel products, Volkswagen's two joint ventures have pure electric products but sales need to take some time to cultivate, and SAIC-GM finally has its own pure electric products and has begun a new journey.
The pattern of intelligent electric vehicles has ups and downs throughout the year
In 2021, the market demand for new energy vehicles is still strong, with new production and sales reaching new highs, with cumulative production exceeding 3 million units; sales in November were 450,000 units, an increase of 121.1%, while the cumulative sales volume from January to November was 2.99 million units, an increase of 166.8%. The growth rate is still rapid, which is an overall trend of the new energy market this year.
Looking at the subdivision of brands and models, although there is no specific sales figure, Tesla's Shanghai factory has produced more than 400,000 Tesla models this year, and by November, Tesla's cumulative sales exceeded 50,000 for three consecutive months (including export models). Most of the products produced by Tesla's Shanghai factory are still purchased by domestic consumers.
Tesla's large-scale mass production and high localization of parts can no longer become the focus of attention, it has become a norm, there is no need to expand, it is still the head of the enterprise.
Pay attention to our new power brand, in the first 11 months of 2021, Xiaopeng Automobile delivered a total of 82,100 vehicles, an increase of 285% year-on-year, surpassing Weilai Automobile and becoming the delivery champion in the first 11 months. Judging from the data released so far, Xiaopeng Automobile's November sales reached 15,600 units, which makes Xiaopeng Automobile temporarily occupy the first position among the new car-making forces.
Moreover, the new sales growth of the Xiaopeng P5, which had just been delivered at the end of October, had not yet been fully released. Next, the release of xiaopeng G9 heralds that the brand is beginning to move towards high-end, and small profits and high sales have shifted to high profits for bicycles.
Previously, Ideal Auto had been considered a contender for the annual sales champion of the new car-making forces, but after delivering 9,433 units in August, the two consecutive monthly deliveries failed to reach a new high. From January to November this year, the total delivery volume of ideal cars reached 76,404 units. Only with a product can create such results, it is still worth affirming, although the product can play, but only rely on the ideal ONE in the market is not realistic. Next, ideals should consider enriching the product matrix.
Finally, Weilai Automobile has always been a large revenue household with high profitability and delivery volume of bicycles, but after the delivery of new cars exceeded 10,000 in September, the sales volume in October was only 3667, which was indeed a bit of ups and downs. For the decline in sales, the official explanation is due to the impact of production line adjustment + chip problems. In the blink of an eye, NIO delivered more than 10,800 vehicles in November, setting a new record for monthly deliveries, with a total of 80,940 new vehicles delivered from January to November this year, an increase of 120.4% year-on-year. Although Weilai has encountered many twists and turns this year, it is fortunate that the overall sales volume is stable, and 700 substations have been completed ahead of schedule, which is a great improvement for the user's energy supplementary experience.
summary
With a month to go, 2021 will come to a successful conclusion. This year's automobile market has brought us too many changes and surprises, and the consumption upgrade of domestic brands is a change that consumers are accepting, and the recognition is not bad, such as the explosion of tank 300 and so on. Of course, the rise of domestic brands will inevitably affect the market share of joint venture brands, and the decline in the market share of several joint venture brands is the most telling problem.
As for the new energy sector, Tesla is still the head enterprise, large-scale mass production and supply chain system localization is very high, and has self-developed technology, so the cost of bicycles can be controlled very well. Can be compared with BYD's new energy products, but this time did not expand to say, say a few common points, with large-scale mass production capabilities, rich product lines, and the biggest difference or advantage of the new car-making forces is technical control, which is very beneficial to the grasp of cost and quality.
Regarding the new forces, sales are generally growing, and both self-developed technologies and replenishment systems are constantly maturing. However, it is still in the stage of growth, and there is still a relatively large gap compared with traditional car brands.