Per reporter: Huang Xinxu Per reporter Per editor: Sun Lei
Although the automobile industry has been affected by the double interference of "lack of core" and the epidemic this year, the overall performance of independent brands is quite good.
According to the data of the Association, in November, the retail sales of self-owned brand passenger cars were about 830,000 units, an increase of 2% year-on-year, and the market share increased by about 46.3%, an increase of 6.9 percentage points year-on-year. From 2017 to 2020, the market share of self-owned brand passenger cars was 43.9%, 42.1%, 39.2% and 38.4%, respectively.
Judging from the top 15 list of manufacturers' sales in November released by the Federation of Automobile Manufacturers, 6 independent brands are on the list, accounting for about half of the seats. Among them, Geely Automobile ranked second from the third place last month to the second place; BYD became a "dark horse" with a year-on-year increase of 81.9%, ranking second among its own brands; GAC Trumpchi squeezed into the list with a year-on-year growth rate of 27.9%, becoming the fifteenth.
"The industrial chain of the head enterprise of the independent brand is strong, effectively resolving the pressure of chip shortage, turning disadvantage into advantage, and obtaining a significant increase in the new energy market." Therefore, bydir, SAIC passenger car and other mainstream car brands showed high year-on-year growth. The multiplication association analyzed.
The cumulative sales of the three independent car companies exceeded the mark of one million vehicles
Specifically, Geely Automobile (00175. HK) announced that in November, Geely Holding Group sold about 136,000 units, an increase of 22% month-on-month; in the first 11 months of this year, Geely Holding Group's cumulative sales volume was about 1.169 million units, breaking through the million vehicle mark.
Image source: Per reporter Dong Tianyi photographed (data map)
Also breaking the million-vehicle mark is Great Wall Motors. In the first 11 months of this year, Great Wall Motor's cumulative sales volume was about 1.119 million units. Among them, in November, Great Wall Motor sold about 123,000 units, and the Haval brand contributed nearly 70,000 units as the main force.
According to the association data, Changan Automobile sold about 89,000 vehicles in November, and the cumulative sales volume in the first 11 months was about 1.045 million units, crossing the million vehicle mark. The Changan CS75 and CS55 both topped 20,000 units in November, but the UNI series was relatively weak in November, with the two models on sale combining about 10,000 units.
In addition to the first camp of independent brands, Chery Holding Group, SAIC Passenger Vehicles, BYD, etc. have also shown a posture of catching up this year.
According to the data, Chery Holding Group sold about 110,000 vehicles in November, an increase of 8.2% year-on-year; the cumulative sales volume in the first 11 months of this year was about 850,000 units, an increase of 38.3% year-on-year. SAIC Motor's passenger car sales in November were approximately 100,000 units, up 24.0% year-on-year, and cumulative sales in the first 11 months of this year were about 696,000 units, up 25.5% year-on-year.
In addition, with the general trend of increasing the penetration rate of the new energy vehicle market, BYD's sales this year have increased significantly compared with last year, with sales of about 98,000 units in November and about 641,000 units in the first 11 months of this year. Among them, the sales of new energy vehicles in the first 11 months were about 510,000 units, an increase of 217% year-on-year. BYD's sales staff told the "Daily Economic News" reporter: "BYD has completed the sales target of hybrid models in July and August this year. BYD's new energy models have been unable to keep up with production capacity because of too many orders. ”
According to the Guangzhou Automobile Group (601238. SH) disclosed that in november, GAC Passenger Vehicles and GAC Aegean's new energy vehicle sales totaled about 51,000 units in November, compared with about 398,000 units in the first 11 months of this year, an increase of 26.4% year-on-year. Shao Jiang, an analyst at Minsheng Securities, said: "Trumpchi has a clear path to build a hot-selling model, and the GPMA modular platform and the 'THS+GMC' two hybrid routes have helped Trumpchi improve its competitiveness." The restructuring of Aian has been empowered by both capital and technology, and the integration of 'production and marketing research' has strengthened its comprehensive competitiveness, which is expected to boost the company's valuation. ”
A number of independent car companies have restarted their multi-brand strategies
At present, independent brands have rolled up the "upward" wind, and many independent car companies have begun to restart the multi-brand strategy.
Taking Great Wall Motors as an example, at present, Great Wall Motors has five major brands of Haval, WEY, Great Wall Gun, Euler, and Tank, which has formed a trend of "multi-point blossoming", especially the average monthly sales of Great Wall Gun, Euler and Tank have remained above 10,000 units. At this year's Guangzhou Auto Show, Great Wall Motors launched its sixth brand, Sharon, and unveiled the first model, the Mecha Dragon, priced at 488,000 yuan, achieving coverage from 60,000 to 500,000 yuan.
Image source: Photo by reporter Duan Siyao
"The WEY brand will be fully upgraded, and a number of WEY brand models will be listed next year, which will make up for the shortcomings of Great Wall Motors in the fields of cars and MPVs in terms of categories." In addition, the tank brand achieved independence, and the Euler brand focused on the women's market. Huaan Securities gave Great Wall Motors a "buy" rating in the analysis and research report.
Geely Automobile has also adopted a multi-brand play, and has formed four major brands of Geometry, Extreme Kr, Lynk & Co and Geely, as well as Jidu Automobile, a joint venture with Baidu Automobile. Also choosing multi-brand rushing is SAIC Motor, which will target the high-end market after launching a zhiji car that positions high-end intelligent electric vehicles this year.
Changan Automobile has adopted a dual approach of launching high-end brands and establishing joint ventures. The UNI family, which was unveiled last year, already has two models. The UNI-V, the first sedan in the UNI series, has also been unveiled and is expected to be officially launched early next year. At the same time, Avita, jointly built by Changan Automobile, Huawei and CATL, was also officially unveiled in November this year, and launched the first model, Avita 11. Jiang Xueqing of Orient Securities said: "It is expected that UNI-V and Avita 11 will be officially listed in 2022, and it is expected to help Changan's own brands accelerate transformation and upward upgrading after listing." ”
Chery Automobile, a veteran player of the "multi-brand strategy", announced this year that Jietu has officially become an independent brand, forming four major brands of Xingtu, Chery, Jietu and Chery New Energy. However, the effect of the Xingtu brand is not obvious at present, and in November this year, although the Xingtu brand achieved a year-on-year increase of 135.4%, the sales volume was only 5189 vehicles.
Although the measures of major independent brands to test the high price range are not the same, from the perspective of terminal sales, the market share of independent brands has increased from 38.7% in January this year to 46.3% in November. How the independent brands will behave in the future will continue to be paid attention to by the industry.
Daily economic news