Observation chamber
Written by | Liu Jihao
It is the annual inventory season, the major car companies have disclosed their report cards for the past year, under the shadow of the epidemic and lack of core, there are not many car companies that can laugh in 2021, as for those giants whose annual sales scale has reached the million level, there are even fewer.
However, we have noticed that among the car companies with annual sales of more than one million in the entire passenger car sector, Changan Automobile's own brand passenger cars have become the most gratifying players in the entire head camp with an increase of 23.1%.
It is worth mentioning that this is already changan's own brand passenger car for two consecutive years with an increase of more than 20%. For a giant whose annual sales have reached the level of one million, it is not easy to maintain such a large and sustained growth. You know, in the same period, many car companies of the same size are declining, such as the traditional joint venture rivals represented by the north and south Volkswagen for many years.
Today we will take a look at how Chang'an has made everyone red in the past year.
V standard big brother attacked the city, and the younger brother Auchan grew at an astonishing rate
Let's take a look at Changan's annual report card: in 2021, Changan Automobile Group's overall sales volume was 2.3 million units, an increase of 14.8%; the sales volume of the self-owned brand segment was 1.75 million units, an increase of 16.7%; and the sales of self-owned brand passenger cars were 1.2 million units, an increase of 23.1%.
Counting down, in the overall increase of nearly 300,000 vehicles at the level of Changan Automobile Group, independent brands contributed more than 250,000 vehicles, of which 230,000 are independent brand passenger cars - that is to say, independent brand passenger cars have contributed mainly to Changan's growth.
Let's take a look at each one by one, which fierce generals will attack the city for Chang'an.
Indisputably, with 280,000 vehicles sold throughout the year, the CS75 series is Changan's big thick leg, although the increase is only 5.6 percentage points, but for the top model of the SUV sales list, this data is not simple (the Haval H6, which ranks ahead of it in sales, an increase of only 1 percentage point). Pressing all the joint venture SUVs and clinging to the top of the list, such a brilliant result is enough to convince the public, but with the new CS75PLUS coming soon, the market has higher expectations for its performance in the next year.
In terms of volume, the Yidong car series is the second boss of Changan passenger cars, contributing 170,000 sales throughout the year, which is basically the same as last year, and is still the absolute mainstream of the independent brand car camp that is most worth relying on.
Among the parent brands of Changan Automobile, the CS55 car series is another growth force that must be paid attention to, because with the rapid debut of the second-generation CS55PLUS, it has won 85,000 orders in the four months of listing, contributing more than 140,000 sales in the whole year, an increase of 27.9%. More importantly, the CS55PLUS is full of momentum and is likely to continue to play the role of a growth force in the new year.
In front of the first three "big brothers", the next "little brother" although the sales scale is slightly inferior, but it has become the fastest growing rising star of Changan in the past year - it is Auchan X5, which handed over 128526 report card throughout the year, ranking 4th in the sales list of Changan passenger car single car series, contributing nearly 120,000 units of increment by its own efforts, while ensuring that the Auchan brand achieved a huge growth of 49% throughout the year.
It can be seen that more flowering is the key to Chang'an's laughter to the end once again in the frontal battlefield, but this is not all, and it does not include the direction that Chang'an is trying to work towards.
With the combined efforts of the "three swords", the new growth pole of Chang'an has been clear
Saying that UNI series of high-end products, new energy and overseas markets are the three major growth poles of Chang'an in the coming year, this is not only because they have achieved growth rates far beyond other business segments in the past year, but also because they themselves represent a visible and touchable future.
People who continue to pay attention to Chang'an should have the impression that the initial launch of UNI-T gave people a sense of surprise, and more importantly, it represented Chang'an's determination to penetrate into the high-end. Today, UNI-T is no longer alone, with the help of UNI-K, the UNI family has achieved more than 120,000 vehicles in the past year, an increase of 75% year-on-year, which can be said to add full confidence to Changan's strategy of further expansion into the high-end market.
One of the reasons why the author is so sure that the UNI series will become the most important growth pole of Changan in 2022 is that the product lineup of the UNI family has now increased to three models. New member UNI-V has officially launched pre-sale, this steel cannon product has attracted enough attention in the past six months, everyone waits for it to tear each other up with Trumpchi Shadow Leopard, Lynk & Co 03 and other steel cannons.
Moreover, UNI-T has been equipped with such a high-end power as 2.0T, which is further favored by players, and the next 2.0T UNI-V is bound to be more exciting, after all, the sedan is more playable.
In the new energy sector, Changan has achieved nearly 110,000 vehicles in the past year, an increase of a staggering 225%, which greatly exceeds the overall data of the new energy market. Among them, Ben E-Star has played an important role without suspense, monopolizing nearly 70% of the overall sales volume of Changan New Energy, and will continue to exert its strength for a long time.
But in the new year, in addition to Ben E-Star, Changan has two important roles to look forward to in the new energy sector: C385, the first product of the pure electric series based on the new platform, which is scheduled to be officially listed in the first half of 2022, and Avita, which integrates the top technologies of Changan, Huawei, and Ningde Era, and its first new car, Avita 11, has also been determined to start delivery in the third quarter of this year at the latest. Changan's strength in the new energy market can be said to be opportune, because the market has been warmed up in place, and the new million-level increment is waiting for players to divide.
What's more, the UNI-K PHEV model has started pre-sale, which marks that Changan's long-brewed iDD hybrid technology will also begin to exert force, and with its further installation on a number of main models, Changan's second leg in the new energy sector will also be taken quickly.
As for the overseas market, Changan has already harvested more than 110,000 vehicle sales here in 2021, achieving an unprecedented high growth of 114.3%, especially in the Belt and Road countries, Changan is opening up new market opportunities, which lays a good foundation for growth in the new year.
According to Changan Automobile's strategic plan to build a world-class automobile brand, the overseas market will reach a scale of 1.35 million vehicles in 2030, based on 110,000 vehicles in 2021, which means that in the next 9 years, Changan must maintain a compound annual growth rate of more than 30% in the overseas market - however, this number may be somewhat conservative for Changan Automobile in 2022.
Having won the past year, but also laid a solid foundation for the new year, Chang'an's state is really enviable.
『 Final Remarks 』
2021 is a year full of challenges for the entire car circle, in the words of Zhu Huarong, chairman of Changan Automobile, "In the decades since Changan entered the automotive industry, although it has entered the 'most Chang'an' state in history, we have experienced a difficult moment of industrial transformation in the past year." Lack of core and lack of electricity, repeated epidemics, intensified competition... However, all kinds of hardships and tribulations have never shaken the confidence and determination of the Chang'an people to start a business. ”
We have seen that in the past year, Changan's own brand ushered in the 20 millionth new car off the production line, released the development strategy of "new car new ecology", and accelerated the pace of transformation to an intelligent low-carbon travel technology company.
More importantly, through the excellent performance of the independent brand sector in the past year, Changan Automobile has significantly improved in terms of scale effect and economic benefits, and the dawn of transformation and reshaping is in sight.
Moreover, Changan Automobile aims to jointly expand and strengthen its own brands, just like the internal email that became a hot spot on the Internet in March last year, Zhu Huarong gave his own insights on "who is the first", "The real serious challenge of Chinese auto brands is a strong joint venture brand, not a one-two dispute." ”
Do not compete for the immediate one or two, only for the future, represented by Chang'an, the new year's independent brands are bound to be more worth looking forward to.
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