On January 2, 2022, GAC Trumpchi Official Micro released an article titled "Thanksgiving and Trust, GAC Trumpchi Breaks Through 320,000 Annual Sales", ending 2021 perfectly and setting sail for 2022. And in particular, the cumulative orders of Shadow Leopard exceeded 70,000, the cumulative sales of Trumpchi M8 exceeded 150,000, and the order of the new second-generation GS8 exceeded 20,000 in the 18 days of listing.
However, behind the orders are very bright, GAC Trumpchi's sales in 2021 are still declining compared with 342,000 units in 2020. If you look at the number of insurances, the sales volume of Trumpchi from January to November this year is 279258, and it can be predicted that its annual insurance volume is about 310,000 vehicles, which is different from the more than 320,000 announced by its official micro.
What is more worth mentioning is that when GAC Trumpchi Guanwei talks about Shadow Leopard, the new second-generation GS8 order and the M8 glamorous sales figures, why does it not mention anything about the sales of its ace models, the GS4 family represented by Trumpchi GS4 and Trumpchi GS4PLUS? In particular, the Trumpchi GS4PLUS, which has been pinned on high hopes, has directly pounced on the street since its listing, which has undoubtedly become the biggest pain in the hearts of GAC Trumpchi and its general manager Zhang Yuesai!
The collision of Trumpchi GS4 makes Trumpchi a "legend"
As we all know, GAC Trumpchi became famous in Trumpchi GS4. Since its launch on April 18, 2015, this "international new SUV" has continuously created its own "legend". According to the data, Trumpchi GS4 sales exceeded 20,000 vehicles in October 2015, and in 2016, Trumpchi GS4 sales exceeded 20,000 vehicles, becoming the biggest competitor of Haval H6. In particular, the cumulative sales volume reached one million units in only 41 months on the market, becoming the fastest model in the Chinese brand SUV with cumulative sales exceeding the million sales mark.
At its peak, Trumpchi GS4 sold 330,000 vehicles a year in 2017, but in that year, a car accident in which the body of the Trumpchi GS4 was cut in two, which questioned its body safety, making the legendary GS4 legendary. Sales in 2018 fell off a cliff, down 100,000 units year-on-year, but annual sales still reached 230,000 units. What is rare is that although the sales of Trumpchi GS4 declined in 2018, Trumpchi's other models performed well, which also achieved GAC Trumpchi's annual sales once again exceeded the 500,000 mark, reaching 535,000 units.
But just when Yu Jun wanted to do a big job, the sales of Trumpchi in 2019 collapsed across the board, not only the sales of the star model GS in April fell to several thousand, the annual sales were only about 100,000, becoming a second- and third-line product, and other models also experienced a large-scale decline in sales, becoming a classic negative teaching material in the SUV market. This also fatally killed GAC Trumpchi's annual sales fell from 535,000 units in 2018 to 385,000 units in 2019, a sharp drop of 150,000 units in one year.
On August 1, 2019, at the critical moment when sales were declining, Zhang Yuesai, former chairman of GAC Commerce and Trade, took over yujun and became the general manager of GAC Passenger Vehicles, hoping to save Trumpchi from the depths of the water. It is not an exaggeration to describe Zhang Yuesai as being commissioned at a time of crisis. Soon after taking over Trumpchi, Zhang Yuesai encountered the severe situation of Wuhan", followed by a shortage of chips, which also seemed to doom the continuous decline in sales of GAC Trumpchi.
From the relevant data has also been confirmed, GAC Trumpchi's annual sales of 385,000 vehicles in 2019 have declined to 342,000 vehicles in 2020, and further explored in 2021, which is the three consecutive declines of GAC Trumpchi since Zhang Yuesai took over GAC Trumpchi.
Zhang Yuesai era: The GS4 sinks to make Trumpchi no longer legendary
Looking at the three consecutive declines in GAC Trumpchi's sales, it seems unfair to put all the responsibility on Zhang Yuesai, and it can only be said that he was "born at the wrong time" and caught up with this stubble. But one thing is for sure, the collective sinking of Trumpchi GS4 and GS4 family products, especially the trumpchi GS4PLUS, which was launched on June 30, 2021, has become the biggest reason for the continuous decline in Trumpchi's annual sales. More importantly, the Trumpchi GS4PLUS, which had high hopes, was cold as soon as it was listed, which completely extinguished the hope of the re-emergence of the GS4 family.
According to the statistics of the amount of insurance, the cumulative sales of Trumpchi GS4PLUS from June to November 2021 were 5265 vehicles, and the maximum month was only a pitiful 1105 vehicles. This not only made the revival of the GS4 family a bubble (the cumulative number of insurance vehicles in January-November was 82,711 vehicles, with an average monthly sales of less than 8,000 vehicles), but also made the hope of Trumpchi's revival more and more dim. But objectively speaking, the dud of this car, as the helmsman Zhang Yuesai, has an unshirkable responsibility.
However, what is even more embarrassing to Zhang Yuesai is that in addition to the sales of the star GS4 family products, the sales performance of its SUV products GS3, GS5 and GS8 from January to November 2021 is also dismal. According to the insurance volume data, from January to November this year, the cumulative sales of GS3 were 33106 vehicles, the cumulative sales of GS5 were 18155 vehicles, the cumulative sales of GS8 were 8995 vehicles, and the total insurance volume of the three cars was only 60256 vehicles.
What is even more embarrassing is the combination of gac Trumpchi's four major SUV product lines, the cumulative sales of which from January to November this year are only 142967, which is not as good as the sales of a Qashqa car in the first 11 months of this year, not to mention the boyue (177078), Changan CS75 (260276), haval H6 (311401). Coupled with the GS7 that was discontinued in previous years, it can be said that after GAC Trumpchi lost the car market, the SUV market is being lost, and even it is not too much to describe it as declining.
Guiyan Hall
It is no exaggeration to say that the collective dud of the SUV camp led by Trumpchi GS4 and GS8 has become the root cause of gac Trumpchi's declining sales in recent years. If the new second-generation GS8, which has an order of more than 20,000 in the 18 days of listing, is still its "emperor's new outfit", then the announcement of its full monthly sales may even be ruthlessly torn off the fig leaf of "the emperor's new outfit".
In other words, there will not be too many opportunities for Zhang Yuesai to perform. After all, if 2022 fails to stop the sales that continue to decline, GAC Trumpchi will suffer four consecutive declines, will GAC Group continue to let it take the helm of Trumpchi and continue to let Trumpchi sink?