In the past November, we have seen the heroes of the new car-making forces, and also seen the strong position of independent car companies, which have the ideal of winning the second place with only one car strength, there are Geely multi-point blossoms to become the runner-up, and BYD has won the new energy sales champion.
After seeing the red flag fluttering of major brands, today we narrow our eyes a little, narrow down to a specific product, and see how the new students in the automotive market are doing.
We counted the new models listed in September and October, a total of more than 10 models, but the announcement of November sales is not much, like Xena, Lynk & Co 09, GeniseSYS G70 such a high degree of attention of the new car for the time being, we collected Wuling Star, Dongfeng Citroen Versailles, SAIC Volkswagen ID.3, Beijing Hyundai Kustu and Xiaopeng P5, of which Xiaopeng P5 has been mentioned in the previous new energy sales, so today we will look at their performance on the first four new cars.
Five Stars
November sales: 15,603 units
As Wuling's first silver label SUV, Xingchen was listed in September, and its sales exceeded 10,000 in October, and reached 15,603 units in November, becoming another blockbuster.
The reason why Wuling Star can become a blockbuster is on the one hand because of the pricing in fact, and more importantly, it is really built according to the needs of consumers. In terms of intelligence, Xingchen is equipped with an open intelligent ecosystem - Ling OS Lingxi System; in terms of safety, Xingchen won the C-NCAP "2021 China Top Ten Car Bodies" award; in terms of space, Xingchen has an ultra-long wheelbase of 2750mm. The brand original intention of "what the people need, Wuling will create" is vividly displayed.
At present, there are two models under the Wuling silver label, one is the MPV model Wuling Capgemini, which has been listed for one year, and the other is the recently listed Wuling Xingchen. In terms of sales, the performance of these two models is very impressive, and Wuling Capgemini, which has completed its first anniversary of listing, has achieved 90,000 sales and ranked sixth in the MPV sales list in November this year.
But at the same time, we can also find the problem, the silver label is Wuling's breakthrough brand upward product, but the pricing is still hovering within 100,000 yuan, and there seems to be some awe for the market of more than 100,000 yuan. According to the "2020 China Automobile Consumption Guide", the trend of automobile consumption upgrading is obvious, the market below 100,000 yuan is gradually shrinking, the terminal market of 100,000-200,000 yuan is gradually growing, and the market share of more than 200,000 yuan is expanding significantly. Moreover, Wuling's good sales do not mean that they make more money, in 2020, SAIC-GM-Wuling's net profit was only 140 million yuan, while its sales exceeded 1.6 million vehicles that year, and the average bicycle profit was only 87.5 yuan. In the first half of this year, SAIC-GM-Wuling's net profit increased to 413 million yuan, but it was evenly distributed to 661,400 new vehicles, and the bicycle profit was still less than 700 yuan.
While Wuling is thinking about achieving brand upwards, he is afraid that he may not even be able to eat food, so he does not know when the situation of fear and tail will change.
Citroën Versailles
Sales in November: 5,037 units
Versailles, which has been very popular lately, has been given high hopes, with sales of 5,037 units in November, is this a good performance?
First of all, for Dongfeng Citroen, versailles sales performance is certainly good. In November, DPCA's sales increased by 158% year-on-year to 14,597 units, and from January to November, cumulative sales reached 86,553 units, up 97% year-on-year. The launch of new cars to promote the sharp acceleration of sales in a short period of time is one of the important laws of this industry, and Versailles is naturally the main growth engine of DPCA. According to the manufacturer, Versailles is the most successful model launched by DPCA in the past 7 years. Therefore, versailles performance for Dongfeng Citroen can be described as "excellent".
On the other hand, the design of Versailles is actually relatively niche, it is not the shape of a traditional sedan or SUV, so the consumer group it is facing is not very extensive, if you take its sales to compare with those mainstream cars that are 30,000 or 40,000 per month, it is a bit unfair. But if it is placed in the niche circle of crossovers, Versailles has performed very well.
From this point, we can also see that Dongfeng Citroen may have little chance of winning if it wants to fight in the frontal battlefield of mainstream cars, but crossovers like Versailles that focus on design and have unique personalities are more likely to be recognized by the market. However, in the future, Citroën wants to return to the mainstream market and rely on niche models alone, or to introduce more and more popular products to give more consumers who recognize the Dongfeng Citroen brand a chance to choose.
SAIC Volkswagen ID.3
November sales: 2,646 units
In late October, the SAIC Volkswagen ID.3 was officially launched, the fifth ID.series model launched by the Volkswagen Group in the Chinese market this year. It is reported that more than 1,000 first-release models in the early stage of the listing were all sold out within two weeks after the listing. In November this year, SAIC Volkswagen ID.3 sales of 2,646 units, this number is indeed inconspicuous in the new energy market, but considering the shortage of chips, coupled with the Volkswagen ID. family has always been a slow-heat player, so this sales performance is also normal, and has been much better than the ID.4 and ID.6 in the early stage of listing.
In contrast, volkswagen ID.3 can be described as a hit in overseas markets. In 2020, in the second month after the listing in the European market, Volkswagen ID.3 won the sales championship of the pure electric vehicle market, driving the Tesla Model 3 from the throne of the first pure electric car sales in the European market. However, the domestic market and the European market are not the same, domestic consumers prefer SUVs, and Volkswagen chose to take the lead in launching THE ID.4 and ID.6 models in China.
And the positioning of Volkswagen ID.3 in the domestic market is a bit embarrassing, although the price has been much lower than the European market, but it is still complained that the price is too high. Secondly, there is no too prominent performance in terms of mileage, multimedia entertainment, and driver assistance, it is still Volkswagen's consistent balanced style, which may be very popular in fuel vehicles, but don't forget that the Chinese auto market is the world's leading in the field of new energy, and there are too many excellent independent brand products to choose from at the price of 150,000 yuan, and Volkswagen ID.3 If you want to continue to use the VW standard to win the market, it may be difficult.
Want to go, the method is very simple - the price down, but for the public seems to be unrealistic, of course, the public also thought of the curve to save the country, to the battery rental program, the early purchase cost can be reduced by 60,000 yuan. In this way, the price threshold of Volkswagen ID.3 is directly pulled to less than 100,000 yuan, and the price advantage is still obvious.
The public who changed the track must also experience the bitterness of the independent brand of that year.
Beijing Modern Kustu
Sales in November: 1,883 units
Beijing Hyundai Kustu was officially launched in late September, the pricing of 169,800-218,800 yuan is still very sincere, but the relatively low price has not set off much of a storm, Kustu sales in October were 1,148 vehicles, November 1,883 vehicles, the cumulative sales of more than two months after the listing has just exceeded 3,000 units. Although it has already ranked 12th in the MPV sales chart in November, such data is clearly not proportional to its cost performance.
The reason for this, I think, is mainly because Beijing Hyundai's influence in the domestic automobile market is deteriorating, and although it is constantly introducing new models, it still has not curbed the trend of continuous decline in sales. From January to October this year, Beijing Hyundai's cumulative sales of about 260,000 vehicles, down nearly 50% year-on-year, are still far from the sales target of 560,000 vehicles set at the beginning of the year. In 2021, Beijing Hyundai's sales volume will not meet the standard again, and it is basically a foregone conclusion.
Secondly, the quality of Beijing Hyundai has also been questioned by the market. In February this year, Beijing Hyundai recalled 425,200 Tucson vehicles due to the possibility of short circuits in the hydraulic electronic control unit of the vehicle, and there was a risk of engine compartment fire; in November this year, due to problems with the software logic of the turn signals, Beijing Hyundai recalled more than 90,000 ninth-generation Sonatas; in the same month, Hyundai Motor (China) Investment Co., Ltd. recalled 100 Paristi because of the safety hazards of Thermoparis's brake master pump.
Dismal sales coupled with large-scale recalls, in this context, Kustu can enter the top 15 MPV sales, such a performance should be said to be excellent.
As for whether the capacity problem has affected the sales volume of Kustu, I think it can be passed directly. Because Beijing Hyundai has a large amount of idle capacity, the capacity utilization rate in the first 10 months was only 25.8%. Moreover, the news of the ideal "taking over" the beijing hyundai first factory has also been confirmed. On October 16, Ideal Automobile announced that the Construction of Beijing Green Intelligent Factory in Shunyi District, Beijing will be the use of the former Beijing Hyundai First Factory to build a pure electric passenger car intelligent manufacturing factory, with a total area of 270,000 square meters. Ideal Auto said that the entire project has invested more than 6 billion yuan and plans to put into production by the end of 2023. After the start of production, the first phase will achieve an annual production capacity of 100,000 pure electric vehicles.
With the rise of independent brands, the advantages of Korean cars have long ceased to exist, and Beijing Hyundai may be difficult to get rid of the dilemma of continuous decline in sales.
Write at the end
In these nascent November sales, we have seen the Wuling car made for the people to make another explosive model, but the road to the brand is still uncertain; we have also seen the victory of the french light Versailles in the first battle, which provided impetus for the sales growth of DPCA, but there is still a certain gap from the mainstream market; and the veteran joint venture powerhouse does not seem to have the smooth sailing as imagined in the new energy market, and has encountered unprecedented setbacks. China's auto market has always been fair, we have seen a lot of strong products of new cars all the way popular, of course, there are many new cars just a flash in the pan, they who can go further, we give the market to give the answer.