Producer: Observer Network Car Channel [Official Number: Engine Sight]
Author: Zhang Jiadong
Edit: Lou Bing
【Introduction: Behind the strong performance of independent brands, monthly sales and cumulative sales have a huge ranking deviation, under the change of the car market, what kind of enlightenment has been brought by car companies that have entered the first line? 】
The year is approaching, China's auto market has reached the annual closing stage, in 2021, when the chip shortage and the epidemic have become normalized repeatedly, when the production capacity of many car companies has been unable to face the sales target at the beginning of the year, the traditional year-end sprint championship project no longer exists.
According to the Federation of Passenger Vehicles, the cumulative sales volume of the domestic passenger car market in November was 1.816 million units, down 12.7% from the same period last year. Specific to the country level, in addition to the bottoming out of French products under the low base of the same period last year, among many departments, only independent brands continued their eye-catching market performance. In November, 841,000 units were sold by its own brands, up 2.3% year-on-year, and its market share has increased to 46.3% month by month.
However, despite the overall sales of independent brands, the sales behind the brand show signs of undercurrents as the market changes. After nearly 5 months of sales precipitation, the sales list is changing rapidly.
As of November this year, Changan still ranked first in the sales list of its own brands with a cumulative sales volume of 1.116 million and a year-on-year increase of 26%. In second place, the Geely brand, which has been unable to get rid of the shadow of production capacity this year, has sold 949,000 units, down 5.6% year-on-year.
It is worth mentioning that although Geely is facing the problem of Emgrand generation and production capacity this year, Geely has made a new breakthrough in the shaping of high-end products this year, compared with the tepid Changan UNI series, Geely's "China Star" series products have grown into a new sales growth point of the Geely brand. Especially since October, Geely has regained the single-month sales championship for two consecutive months, which also has reason to believe that when Geely's production capacity gradually recovers, the battle for the top spot of its own brands will remain fierce next year.
For Changan, the decline in both production capacity and market is the biggest problem it has faced in recent months, and the UNI series products that were pinned on high hopes last year suddenly cooled down in the second half of this year, resulting in its sales of less than 100,000 vehicles for two consecutive months. In this way, Changan's lack of sustained growth points may lead to a short-lived flash in its sales list this year.
SAIC-GM-Wuling, which ranks third in the overall list, successfully squeezed out the Haval brand, and the hero of this is undoubtedly the well-known Hongguang MINI EV. In November, Wuling sold a total of 101,000 vehicles, an increase of 46.9% year-on-year, ranking second in single-month sales. The Hongguang MINI EV, which took over the sales burden from Wuling Hongguang S, not only raised Wuling's sales to a new level, but also successfully continued Wuling's life in the electrification transformation stage. At present, in the face of the decline in sales of Wuling Hongguang S, Hongguang MINI EV is also constantly refreshing the single-month sales record to carry Wuling forward. But for Wuling, the problem that still needs to be faced is still how long can the market give Wuling to create the next product under a single explosive model.
On the overall list, the Haval brand has dropped by one place compared with previous years, in addition to Wuling's sudden progress in electrification, Haval's own system strength has actually shown a downward trend. From the dominance of H6 to the new attempt of today's big dog and first love, in one year, Haval has actively made a change in the product side, and the market has also given ample positive feedback. But in exchange, the Result is that the Haval brand has lost the brand image it has forged over the years. When it is increasingly difficult for consumers to use accurate adjectives to characterize brands, Haval can only use one product after another to fill the consumer demand of different market segments. This will not only increase the burden of product research and development, but also lead to new problems in the complex operation system under multi-IP.
In contrast, BYD, which is fully committed to the direction of electrification, has shown the "king momentum" of ranking among the first echelon. In November, sales of 97,000 units increased 83.0% year-on-year, ranking third, and cumulative sales of 636,000 units, up 74.4% year-on-year, ranked fifth.
BYD's increase in this year's opening and hanging is far from stopping. With the technical support of DM-i and the new e-platform 3.0, BYD has successfully found a breakthrough in the era of new energy change, because most joint venture car companies have abandoned the original hybrid model research and development, which also means that DM-i models may not have direct competitors in the next few years. In this context, riding on the rapid expansion of the new energy market, IT is only a matter of time before BYD ranks among the first-line independent brands.
On the other hand, in the period when the joint venture brand is trapped and the production capacity of foreign-funded enterprises is collectively declining. Independent brands with a good supply chain system ushered in the best period of reverse output this year. In addition to the previous product exports to other developing countries, this year, with the rise of electrification on a global scale and the leading advantage of independent brands in the direction of electrification, brands such as MG, Lynk & Co, WEY and other brands are gradually penetrating into mature markets such as Europe.
In November, mg sold 69,000 units, up 56.4% year-on-year, ranking Fifth on the list, and sales of 385,000 units, up 59% year-on-year. According to overseas media reports, in the first 11 months, MG accounted for 1.9% of new car sales in the UK, surpassing Honda and Mazda; in November, the proportion rose to 3.6%, close to Nissan and Ford. Obviously, while promoting a new brand for electrification and intelligence, SAIC Motor has opened up a new incremental model for overseas exports with MG.
Chery, which is also based on exports, also has excellent market performance this year, and in November, the Chery brand sold 66,000 vehicles. Cumulative sales reached 529,000 units, up 46.2% year-on-year.
At the group level, the Great Wall products were mixed in November, and in addition to the Haval brand mentioned above, the WEY brand has not yet shaken off the shadow of tank departure. Under the support of the two products of Macchiato and Mocha, its monthly sales can only barely maintain about 6,000 vehicles. The Euler and tank brands continue to have a better upward trend, under the overall impetus of the cat series models, Euler's total sales this year have reached 114,000 vehicles, an increase of 162.2% year-on-year, but the recent exposure of the "chip door" incident, how much impact will be on the Euler brand, need to be seen in December sales.
The tank brand only relied on the tank 300 model to achieve 72,000 sales, and after the tank 500 launched the pre-sale, its orders also quickly exceeded the 20,000 mark, which shows the incremental space brought by the personalized positioning of the tank brand in the market.
Geely's Lynk & Co, Geometry, and Extreme Krypton have all performed well, as a new point of strength in the market, Geely has begun to try to enter the high-end market with the Extreme Krypton brand in the new energy market. In November, the Geometric brand sold 4686 vehicles, an increase of 133.5% year-on-year, and the sales volume of the Extreme Kr brand was 2012 units.
Faw's Faw-hongqi brand sales began to stabilize, selling 25,000 yuan in November, an increase of 1.5% year-on-year. In terms of cumulative sales, Hongqi has completed 261,000 vehicle sales this year, although there is a big gap with the target of 400,000 set at the beginning of the year, but overall, in the fourth quarter of the luxury car market as a whole frustrated environment, Hongqi's stable market performance is still FAW's reassurance. In contrast, the sales of FAW Besturn and FAW Haima have declined seriously, and the average monthly sales of the Besturn brand have been difficult to maintain at the level of 5,000 vehicles in the context of the difficulty of pulling out new products this year and the lack of technical endorsement.
In terms of new cars and new forces, under the driving role of this year's new energy market, electric vehicle products have finally ushered in an explosive period.
Among the top new power brands in November, Xiaopeng, Weilai and Ideal sold more than 10,000 for the first time, and Nezha Automobile, which has a strong sales performance in recent months, also successfully ranked among the first-line echelons with 10,013 sales and a year-on-year increase of 371.9%. In the second echelon, Zero Run and WM sold 5,628 vehicles and 5,027 vehicles respectively in November. 【END】
Attached: November's own brand sales ranking