With the release of sales in November, from January to November this year, Changan Automobile Group sold a total of 2.1225 million vehicles, surpassing the 2.004 million units in 2020.
As a result, Changan Automobile Group has also increased the sales target of 2.15 million units in 2021 to 98.7%, which has to be admired.
However, the perfection of the broader market does not hide the regrets left by November sales.
In November, Changan's Sales of Chinese Brand Passenger Cars was 94,567 units, down 16.96% year-on-year and 8% month-on-month.
Through the data, it is not difficult to find that it is the sales performance of Changan Chinese brands that occupy half of the country, resulting in a slowdown in the growth rate of the entire group.
In fact, among several large-scale car-making groups, Changan Group's dependence on joint venture brands has been low, and the independent passenger car part is a series of its own, ranking the top of domestic car manufacturing for many years.
In this way, the sales causes of Changan's autonomous passenger cars in November are worth exploring.
black swan
What restricted the process of Changan's autonomous passenger cars in November?
The answer is – the pandemic!
As we all know, Changan's own brands are distributed in three core bases, which are located in Chongqing, Hebei and Hefei. In a state of uninterrupted sporadic epidemic in China, In November, Chongqing and Hebei became the two storm center points.
The epidemic has repeatedly affected production and logistics, and finally caused dealers to face the situation of abundant orders in hand and low inventory, hindered by the deferred delivery compensation policy, and still can only adopt a conservative strategy of receiving orders, which ultimately affects terminal sales.
Specific data are particularly illustrative.
Chongqing and Hebei bases were directly affected by the epidemic, vehicle shipments were blocked, and wholesale sales fell month-on-month, at -12.3% and -22.7%, respectively, while hefei bases without the epidemic operated normally, and wholesale sales were +4.2% month-on-month, achieving steady growth.
Therefore, the impact of other OEMs on the epidemic may be generalized, and this time Chang'an is affected by this, which is particularly targeted, and really has to carry the epidemic.
Still, compared with FAW-Volkswagen, which fell 40.2% year-on-year, SAIC-GM, and Dongfeng Nissan, which fell 29.2% year-on-year, Changan has clearly withstood the test compared to the industry tycoons.
Equalization
Equilibrium is the key word in Chang'an's sales structure.
According to the data, the sales volume of Changan CS75 series in November was 20654 units, of which the CS75 PLUS was 15570 units, which was still strong; the sales volume of Changan CS55 series in November was 20033 units. After October, the CS75 series and CS55 series once again exceeded 20,000 units, and the UNI series sold 10,506 units in November, paving a flat road for the debut of the new UNI-V.
Operating a sub-brand, Changan made a sample for friends.
After Auchan completed the business transfer, he soared all the way up and performed very steadily. The Sales volume of Changan Auchan brand in November was 16,787 vehicles, of which Changan Auchan X5 alone won 10,214 vehicles.
In fact, it is worth mentioning the Yidong series, which sold 9151 units in November, and the Evergreen Yidong PLUS of China's independent sedans was only 6025 units this month, becoming the car series most affected by the epidemic.
If you ignore the external influences, it is perfectly normal that the sales of the Yidong series in November will continue to break through the 10,000 rhythm.
In the face of the situation that its 5 car series can maintain a situation of breaking 10,000, or even breaking 20,000, we have a reason to define:
——After years of polishing, Changan's independent car system has no obvious shortcomings, and the product spectrum with a balanced situation is a moat for Changan's independent brand to withstand twists and turns and resist external risks.
Younger
In June last year, Changan UNI-T was listed, and with its sci-fi appearance and good driving control texture, it quickly became a phenomenon-level product.
Subsequently, Changan quickly opened up online + offline exclusive service content and sales channels for the UNI series.
The UNI Planet Earth station became the most important form of embodiment.
Different from the traditional 4S store, UNI Planet Earth Station not only provides traditional car sales and after-sales business, but also experiences UNI's cutting-edge scientific and technological achievements, as well as a variety of intelligent games, which well sets off the brand tone of the UNI series of technology pioneers.
The high matching of service and product makes the UNI series exclusive tonality for young users at a glance.
Looking at the CS55 series, the car series that was clearly defined by Changan and pointed to the "new light year wisdom and fun partner", after the listing of the second-generation CS55PLUS, it has been reflected to the extreme.
Of course, the second-generation CS55PLUS has also won the "Most Popular Smart Fun SUV" of China's mainstream new media alliance, with a cumulative order of more than 65,000 units in the 3 months of listing;
As for the Auchan brand, since the beginning of this year, it has been transferred to the channel of youth transformation.
Auchan's transformation philosophy is that rejuvenation is not just sold to young people. To make a good product and lead the market trend is to be young. And good products that lead the trend will be loved by consumer groups of all ages.
Judging from the composition of the consumer groups of Auchan X7 and Auchan X5, the user group of Auchan X7 includes young people around 30 years old and middle-aged people aged 40-50. The more jumpy Auchan X5, more than 70% of car buyers are aged 20-35 years old.
The youthful mentality reflected in products and marketing, Auchan's transformation is heavy and more qualitative.
Even in the field of traditional fuel vehicles, it is possible to have more than 3 car series or brands, close to young users, which is not easy for the veteran car company Changan.
Behind this light dance, Changan Automobile's senior management team has always maintained a young and open mind in strategy, dare to face challenges, and dare to meet changes.
Technology
In November's sales, Blue Whale power products exceeded 80,000, accounting for more than 85% of sales, which became the ballast stone of Changan's own brand.
In June 2019, the Blue Whale Power brand was officially released, and from this time on, Blue Whale was no longer simply an engine, but evolved into a power brand that included Blue Whale Power, Blue Whale Oil Electric Hybrid Drive System and Blue Whale Transmission.
The camp of Blue Whale Power includes the medium and high displacement high-performance Blue Whale engine that mainly focuses on the high-end market, and the small-displacement high-performance Blue Whale NE power that focuses on the mass market.
Investment and focus on the achievement of science and technology, technology to cash in the imagination.
Since the "Eleventh Five-Year Plan", Chang'an has invested nearly 100 billion yuan. It has 194 international advanced laboratories covering 16 fields such as vibration and noise, collision safety, braking performance, chassis testing, and drive systems.
Today, Changan Automobile has established "7 institutes, 2 departments and 4 centers", and more than 10,000 engineers and technicians from 24 countries around the world are committed to technology research and development in the fields of intelligent technology, new energy technology, and product experience design.
Returning to the powertrain, Changan already has 8 core technologies, and the cumulative production and sales of 9 series of engines developed by it have exceeded 10 million units.
The Blue Whale power brand is only one of Chang'an's many scientific and technological achievements, of course, it can also be described as the most brilliant one.
brief summary
In fact, for a long time in the past, independent cars lacked first-class technical support, no star products in the main market, and their anti-risk ability was far lower than that of joint venture brands.
This November, Changan's own brand proved with facts that history has been rewritten.
Changan high-end intelligent pure electricity brand Avita is about to go online, the same technology bonus, the same young and reasonable, Avita has no reason not to become a member of Changan's own brand super product club.