According to the national automobile production and sales data provided by the Association of Automobile Manufacturers, the cumulative sales volume of the domestic car market in November 2021 was 892,000 units, up 6% month-on-month and 11.4% year-on-year. In the same period, the car quality network accepted a total of 6,371 valid complaints from car owners against cars, up 27.1% month-on-month and 55.4% year-on-year.
In November, among the quality problems, the "audio-visual system failure" made a comeback again, with the number of complaints exceeding 700 cases, up 96.7% month-on-month, becoming the highest number of complaints this month, and most of the complaint increase came from some independent brand models. The number of complaints about the "engine cannot start" problem has increased significantly this month, up 77.1% from October, and most of the complaints come from some joint venture brand models. Among the service problems, the number of complaints that "do not match the publicity" exceeded 1,000 for the first time, and it became the service problem with the highest number of complaints. In addition, the number of complaints about the "disguised charging" problem also surged this month, soaring by about 17.7 times month-on-month, and the complaints were concentrated in a new energy model of a self-owned brand. After removing the information that the complainant voluntarily applied for withdrawal of the lawsuit, the number of complaints about the sales volume of the TOP30 cars in November 2021 was as follows:
Data to watch
1, the market performance is strong Tesla Model 3 must not ignore the quality of word of mouth
In November, Tesla Model 3 sales are still all the way red, having sold more than 20,000 units for the ninth consecutive month. From January to November this year, the cumulative sales of Tesla Model 3 ranked second only to Wuling Hongguang MINI EV in the list of domestic new energy cars. Although the network public opinion on tesla model 3 mixed reviews, has experienced many negative events before, but its sales have little impact, the reason is that Tesla Model 3 in the domestic cost performance increased significantly, coupled with the fashion design and rich intelligent configuration, successfully captured a group of loyal fans. Judging from its monthly complaint performance in the past year, the number of complaints has remained in single digits, but as the market ownership continues to increase, some fault problems have also emerged, resulting in a slight deterioration in monthly complaint performance compared with the same period last year. But overall, Tesla Model 3's short-term quality reputation performance is still worth affirming. However, the number of complaints about the Tesla Model 3 increased significantly in November, reaching the highest point in nearly a year, which should arouse the attention of enterprises.
2, the quality of word of mouth showed signs of deterioration Elantra against the trend
Beijing Hyundai's seventh-generation Elantra has been listed for more than a year now, and as a blockbuster model of Beijing Hyundai in 2021, Elantra's market performance in the past year has been remarkable. In November, Elantra's sales exceeded 10,000 units for the second consecutive month, reaching the second highest point of the year. From January to November this year, Elantra sold 113,830 vehicles, accounting for 1/3 of Beijing Hyundai's total sales in the same period, becoming a well-deserved sales pillar. Despite the eye-catching performance of the Elantra market, it is still difficult to reverse the decline of Beijing Hyundai in the domestic market. From the trend of Elantra's sales complaints in the past year, it can be seen that although sales have fluctuated, the overall trend is still on the rise, with monthly sales reaching more than 10,000 vehicles in 7 months. In contrast, its monthly complaint performance, most months of complaints have remained in single digits, but the number of complaints in the past three months has shown an upward trend, and the complaints in November have reached double digits, and the quality of word of mouth has shown signs of deterioration. Overall, although the decline of Beijing Hyundai cannot be reversed, it does not affect Elantra's counter-trend in the market. After several months of consolidation, Elantra's sales will be expected to rise steadily in the future, but the problem of poor quality and reputation may lay hidden dangers for its way forward.
3, create another history BYD Han broke the sales ceiling
As BYD's flagship model, BYD Han's market heat has not decreased since its listing for more than a year. Especially after entering 2021, sales have shown a steady growth trend, achieving seven consecutive months of month-on-month growth. In November, BYD Han ushered in a highlight moment, and sales reached a record high, up 27.1% year-on-year, achieving sales of more than 10,000 for the third consecutive month. It is reported that in the more than a year since its listing, BYD Han has pushed more than 15 OTA upgrades, continuously enriched the various functions of the vehicle, and also launched new models and upgrade packages with different configurations, always maintaining the freshness of the model. Judging from its monthly complaint trend in the past year, except for the changes in September, the number of complaints in the remaining months has remained stable, and the number of complaints in November has also dropped to a low point, and the quality of word of mouth has shown a good trend. After more than a year of market testing, BYD Han has gained a firm foothold in the domestic medium and large car market, with cumulative sales of more than 100,000 vehicles from January to November this year, forming a head-on confrontation with Mercedes-Benz E-Class, BMW 5 Series and Audi A6L. Judging from the current trend of sales complaints, BYD Han has entered the channel of rising sales and is expected to create a new sales high in the future.
4, the impact of the annual sales crown Audi A6L into the upward channel
As 2021 draws to a close, the results of the sales dispute between BBA are becoming increasingly clear, but the battle for the crown in the luxury medium and large car market is still in suspense. Among them, the Mercedes-Benz E-Class has basically been "out" in advance, and the annual sales crown will be produced in the FAW-Volkswagen Audi A6L and BMW 5 Series. At present, the cumulative sales of the two are less than a thousand vehicles, and the BMW 5 Series is temporarily leading, but in the end, it is difficult to determine who will die. Judging from the trend of audi a6L's sales complaints in the past year, its sales volume suffered a large fluctuation in the third quarter, but quickly bottomed out, and sales returned to 10,000 vehicles in November. For the monthly complaint trend of Audi A6L, the turning point also appeared in the third quarter, the number of complaints showed a cliff-like decline, and the quality of word-of-mouth performance improved significantly. As far as the current trend is concerned, the sales volume of audi A6L is expected to continue the growth momentum in the future, but whether it can successfully defend the BMW 5 Series in one fell swoop can only be seen next month.