We all know that the retention rate has a certain reference value for consumers to buy a car. However, in the past impression of some consumers, a chain of contempt that has an independent retention rate is not as good as a joint venture, a new energy retention rate is not as good as that of fuel vehicles, and Volkswagen is on top of the Legal System. However, the retention rate of today's domestic vehicles, new energy vehicles and joint venture vehicles has been completely different.
Recently, the China Automobile Dealers Association and Jingzhen Valuation jointly released the "October 2021 China Automobile Retention Rate Research Report". Let's take a look at what has changed.
●Analysis of the retention rate of mainstream overseas brands
In this category, the Japanese as always dominate the list, Toyota, Honda, Mitsubishi, Mazda, Nissan have appeared, Toyota's retention rate has risen sharply, Honda and Mazda have a significant decline. Cr-V's new car prices have fallen, the fit is not as good as before, and the decline in the retention rate is not surprising. Mazda may be caused by the merger of FAW Mazda and Changan Mazda, and the disappearance of Yima will inevitably affect the price of used cars of its models.
Volkswagen's retention rate is declining, the terminal performance of fuel vehicles is not as good as in the past, the new energy vehicle market has not made particularly great achievements, the ID. series is pushing new speed is very fast, but it will take a little time to occupy the market share.
Judging from the changes in the retention rate, the "persistence" of French brands in the Chinese market has received some positive feedback. In October, Citroen and Peugeot's retention rates rebounded. Taking Citroën as an example, its Versailles C5 X has gained a large number of orders due to cross-border design, entry and high matching, etc., and it is not too much to say that it has "revitalized" Citroën at this stage. This also proves that a good product is the prerequisite for success.
●The retention rate of independent brands ranks among the top 15
Because of a Wuling Hongguang MINIEV, whether it is the volume of brand sound or the sales volume of products, Wuling is a leader in its own brands, and its retention rate is ahead of Geely, Changan, BYD and other domestic first-line independent brands, and successfully ranks first in the rankings.
Independent high-end brands performed well, with Lynk & Co ranking second and WEY ranking fifth. The Lynk & Co brand is one of the earliest independent high-end brands in China, which has successfully seized the opportunity in the past 5 years, and its product level and product positioning have been recognized by many consumers. There are not a few consumers who go out of their way to buy Lynk & Co used cars.
Although Trumpchi ranked third, the retention rate of the Trumpchi brand in the report fell sharply, with its retention rate of 68.56 in September and 66.01 in October, the largest decline in the top 15 list. Because the weight of MPV products has gradually declined, Trumpchi's previous high value preservation mainly relies on MPV models, and once the transaction volume declines, the overall retention rate also declines.
In recent months, there are more MPV new cars on the market, such as domestic Sai Na, domestic Jiahua, and domestic Kusitu, their arrival has disrupted consumers' car purchase plans, and perhaps many friends are waiting to see if these cars are worth buying.
●The retention rate of new energy vehicles has changed
The change in the retention rate of new energy vehicles is relatively large, especially the ranking of one-year vehicle age and three-year vehicle age is very different. In the one-year age, the advantages of pure electric vehicle models are obvious, Porsche Taycan, Wuling Hongguang MINIEV, Model X, Han EV and other ranks high, and the retention rate is in a slight state of improvement. In addition, the performance of the two major new car-making forces of Weilai and Xiaopeng is more prominent, and the Weilai ES6, Xiaopeng P7, and Weilai ES8 have been on the list, and even if the three-year-old Weilai ES8 has a very stable retention rate.
In the three years of age, plug-in hybrid models are more popular, Porsche Panamera plug-in hybrid, BMW 5 Series plug-in hybrid, Audi A6L plug-in hybrid and other ranks at the top, on the one hand, the loss of plug-in hybrid models is small, on the other hand, the brand premium brought by scarcity, luxury brand/imported models perform significantly.
In fact, new energy vehicles are still in the process of rapid iterative update of technology, at this stage, it is difficult to require new energy vehicles to maintain a good level of retention rate compared with traditional fuel vehicles.