In November, China's automobile sales data was freshly released. Because the epidemic has led to multiple suspensions or reductions in overseas chip factories, which has seriously affected the production capacity of automobile manufacturers, this year's "Golden Nine Silver Ten" situation is no longer there. With the gradual recovery of chip supply, the sales environment improved in November.
Let's start with the domestic market as a whole. According to the data released by the Association of Passenger Vehicles, in November, the retail sales of passenger cars in the narrow sense in China were 1.816 million units, down 12.7% year-on-year and up 6% month-on-month; the cumulative sales from January to November were 18.041 million units, an increase of 6.1% year-on-year.
As for the SUV segment, retail sales in November were 841,000 units, down 12.6% year-on-year, but up 7% month-on-month. Sales totaled 8.261 million units, up 5% year-on-year. The SUV, on the other hand, has a market share of about 46 percent, still slightly behind the sedan. Among them, the strong independent brand and the repeated jump tesla have become the highlights of the SUV market this month.
Nearly half of the domestic cars, which are the territory of independent brands
The Chinese people's demand for space, vision and practicality has created the heat of SUVs, in which it seems that independent brands know more about consumers' careful thinking. Compared with the sedan market, the SUV market has a completely different phenomenon, that is, independent brands have more voice.
In the top 15 SUV sales list in November, independent brands occupied 7 seats, and there were only 3 self-owned brand models in the sedan sales list in the same period, including the Hongguang Mini EV. Compared with last month, the ranking of the top 5 has not changed much, of which there are 4 independent brands: Haval H6, BYD Song, Changan CS75 and Changan CS55 several star models.
Haval H6 is the evergreen tree of the independent SUV camp, which has long dominated the top of the list; BYD DM-i super hybrid has been warmly sought after by consumers since its launch, with the release of production capacity, and Song Pro DM-i will be listed in December, the sales of the Song family still have considerable room for growth; and the sales of the two brothers of the Changan CS series have reached 20,000 vehicles, and the performance continues to be strong. It is also worth noting that the Hongqi HS5 and the Ideal ONE also squeezed into the top 15 of this month's SUV sales list with strong performance.
In contrast, joint venture brands are less strong here. With the exception of the "haunted" Tesla Model Y, the Toyota RAV4 is the best-selling joint venture model, but none of these traditional brands have sold more than 20,000 bicycles, a situation similar to last month.
Among them, the Japanese brand performed the best, with 6 Japanese cars in the top 15, while the "premium" German car seems to be no longer in the scenery, and the Volkswagen Tiguan is the best-selling German car this month, ranking only 10th. Japanese and German brands are the brands most affected by chip shortages, and their sales are expected to gradually pick up as chip supply improves.
Tesla jumping repeatedly
In September, Tesla Model Y sales reached 33,000 units, and even surpassed the Haval H6 with a huge advantage of nearly 10,000 units, which became the No. 1 SUV sales in the month; but by October, Model Y sales quickly fell back to only 13,000 units, almost falling out of the list; by November, its sales rebounded to 23,000 units and ranked 3rd, the only non-owned brand model in the top five.
Why is the model Y sales gap so large? In fact, we have briefly mentioned that this is related to Tesla's delivery strategy: Tesla's gigafactory in Germany has not yet been officially put into operation, and factories in other regions need to undertake production tasks, and in the first month of each quarter, the Shanghai factory should give priority to overseas orders. For example, in October, Tesla's wholesale sales in China were 54,000 units, of which more than 40,000 were used for export to the European market, and domestic sales were "only" more than 10,000 vehicles, resulting in the illusion that Tesla's sales had fluctuated. We believe that sales in September or November are the performance of the Model Y.
High-end SUVs: The ideal ONE leads the BBA
First of all, according to the statistical method of the association, the price of more than 300,000 yuan can be included in the high-end SUV category. It's no surprise that the Tesla Model Y is number one on this list with 23,000 units.
It is worth noting that in second place is another new energy vehicle, which is also a model of its own brand: the ideal ONE. Although the sales of 13,000 vehicles are nearly 10,000 units behind that of the Model Y, it is a very encouraging and memorable moment for the ideal. With the advantages of large space, intelligence and license plate, ideal ONE has become a dark horse in the high-end SUV market, successfully snatching many customers from traditional luxury brands. In November, Ideal ONE once again refreshed the single-month sales record, an increase of 190% year-on-year, and for the first time, its monthly sales exceeded 10,000 units, becoming the single model with the highest sales volume in the camp of new car-making forces. In the cumulative sales list from January to November, ideal ONE also ranked fifth, proving that its dark horse role is not accidental.
After the ideal ONE, there are the top three Germans: mercedes-Benz GRC, Audi Q5 and BMW X3. These traditional luxury brands are also deeply affected by this year's chip shortage, the year-on-year decline in November is between 12% and 28%, the most serious time has to deal with production bottlenecks through a sharp reduction in production, simple distribution, and even no cars to sell, and even the price of second-hand cars has risen. This also proves that consumers still have a strong demand for traditional luxury brands, and their sales are expected to gradually pick up as chips return to normal.
Pure electric SUV is the world of independent brands
Starting this month, the sales of all new energy vehicles will no longer be simply consolidated, but will be classified by cars and SUVs. The top three are the Model Y, BYD Song and The Ideal ONE, all of which are the aforementioned models with excellent market performance.
It is not difficult to see in the list of new energy SUVs that this is completely the world of independent brands. There are 11 models in the Top 15 that are products of Chinese brands, which shows that in the battlefield of new energy vehicles, we have an absolute advantage. Among them, you can see the ideal, Weilai, Xiaopeng, Nezha and many other new car-making forces, in addition to the ideal ONE, Weilai in the sale of 3 models are all on the list, the early huge amount of burning money and layout began to see the return, Weilai seems to have passed the most difficult time.
At the same time, BYD, Eian and other new energy brands with traditional factory background performance is also not bad, BYD Song, Tang, Yuan three major car series have been on the list, year-on-year growth are very exaggerated, the three models have new products just new or ready to be new, perhaps can rush another wave of sales.
Among the only 4 foreign brand models, there are Volkswagen ID.4 twins. The ID family was only listed in China at the beginning of this year, and the first few months were still quite difficult. Compared with the independent new forces, the product strength is not prominent, the price is strictly controlled, and the distributor will not sell hard under the model of official direct sales, and even if it is hung with the volkswagen LOGO, it is difficult to convince consumers. But after all, Volkswagen has a broad mass base in China, coupled with a large number of advertising investment, the sales of the ID family began to improve, the sales of the whole family exceeded 10,000 in September, and by November, two ID.4 models were also squeezed into the list of new energy SUVs.
The BMW iX3 is the only traditional luxury brand new energy vehicle that can make the list thanks to the relatively low pricing and large market concessions in the BBA.
Summary: Overall, the performance of the SUV sector follows the market, and the dilemma of chip shortage is easing, but the sales are not strong, and it is gratifying that independent brands have very bright results in many lists. Since the beginning of this year, "chip shortage" has become a common topic in the automotive market, and the impact of joint venture brands seems to be more obvious, which also gives independent brands the opportunity to compete for market share. In the field of new energy vehicles, the first-mover advantage of independent brands has been fully demonstrated, but in the next period of time, traditional fuel vehicles are still the mainstream of the market, independent brands can not relax the pace of catching up, should be traditional and new energy grasp both, while consolidating the advantages of new energy vehicles, while taking advantage of the chase, and strive for the market share of independent brands to return to 40%, or even break through 50%.