Zeng Guofan said, "The good gamer has no magic hand", and SAIC-GM's position in the Chinese market can be called a master on this big chessboard.
If the global keyword in 2020 is "epidemic", then the biggest keyword in the automotive market in 2021 is undoubtedly "lack of core". Driving Shipai pays special attention to the sales list in 2021, because this list under the dual background of "epidemic" and "lack of core" is the "year of the big test" for the strength of the enterprise system and the ability to cooperate with the whole chain of "research and development, production and sales" of the enterprise.
Under such a harsh environment, SAIC-GM's three major brands of Buick, Chevrolet and Cadillac sold 1331567 vehicles in the whole year, and more importantly, its market share has reached 6.3%.
After combing through the sales figures, the key word we get is "gold content":
1. Sales of high-end models accounted for more than 5 percentage points higher than in 2020;
2. The average transaction price of each brand has a different range of 6% to 16%;
3. Occupy an advantage in mainstream market segments such as large-scale MPV and high-end SUVs, and further increase the market share;
4. In the new energy market where domestic sales have doubled, SAIC-GM ranks among the top three in the sales volume of new energy vehicles of joint venture brands, and its sales growth rate is very rare among joint venture brands, higher than the industry average.
5. Buick and Chevrolet focused on achieving high-quality optimization of sales structure, while Cadillac set a new record for sales in China;
Driver's Pai believes that SAIC-GM's annual sales data not only numerically feedbacks the company's position in the Chinese market, but more importantly, it shows that the company's full-chain cooperation ability and system strength are really strong in the face of a complex market environment. When the new power brands have begun to tell the story of "system strength", what kind of enlightenment can the strong auto companies in the Chinese market provide us?
Behind the sales of "Good Gamers":
Tell the market what is the real "system force"
Buick: Mid-to-high-end models account for 60%
The Buick brand has accumulated sales of 828627 vehicles throughout the year, and the sales of its high-end models account for 60%. Among them, the Buick GL8 series increased by 8.4% year-on-year, with annual sales exceeding 170,000 units, setting a new annual sales record, and the historical cumulative sales have exceeded 1.5 million vehicles.
In the Buick SUV sequence, the mid-to-high-end model performance is more powerful, the flagship model Encore Banner annual sales increased by 47.2% year-on-year, in the case of the highlander and other competitors vertical replacement of the performance is more vigorous; last June launched on the Unkowe Plus no data to refer to, but we observed that its sales curve is significantly up; Oncover S achieved a doubling of sales compared to last year.
In the sedan camp, Buick Veyron Pro and Veyron Pro GS after the redesign into a 1.5T engine, sales growth is rapid, the market has been sold more than 26,000 units in the 4 months of listing, with the further improvement of market understanding, the "Veyron car series" with comprehensive product strength is expected to return to the head of the market segment in the Chinese market.
For the sales of Buick models, we have made a special chart including price, which can be seen in the chart that the prices of Models with significant sales growth in 2021 are more than 200,000 yuan. In the process of Chinese auto consumers' pursuit of higher quality and better experience, Buick's pace is still the same frequency as this era.
Chevrolet: "Big car sales" accounted for 48.3%
The sales model structure of the Chevrolet brand in 2021 has been further adjusted to the mid-to-high-end. The "big car" combination composed of the sedan flagship Maribao XL, the SUV flagship pioneer, and the 5-seat SUV explorer jointly contributed 48.3% of Chevrolet's total sales, an increase of 15 percentage points year-on-year, and more importantly, this means that Chevrolet completely bid farewell to the sales structure dominated by "cars" in the history of the Chinese market, and further improved the gold content of Chevrolet's brand.
Specifically, the annual sales of Maribao XL increased by 12% year-on-year, the sales of the Pioneer increased by 37%, and the proportion of sales growth of the economy car was the highest, reaching 91%, and the increase in electric vehicles was particularly eye-catching.
What makes us most emotional is that the "big car" combination accounts for nearly 50% of Chevrolet's total sales, and this change will not happen overnight.
What impressed me most was that Chevrolet said 4 years ago that "as early as winter, it is more hardy than others", and to this day Chevrolet has not stopped updating and iterating itself in the face of complex and difficult market environments.
This ability to "self-renew" is, in this day and age, I think, extremely scarce, especially for such a glorious brand with a history of 110 years. The so-called "youth" of a brand, in my eyes, lies in the internal driving force of this "disobedience", which is always exuberant.
Cadillac: Set a new record for sales in China
The Cadillac brand sold 233,117 units in the full year, up 1.4% year-on-year. Most luxury brands in the domestic market have been hampered by the lack of chips this year and sales have fallen, but Cadillac has once again set a new record for sales in China. The Cadillac family's annual sales growth percentage is conspicuous, with an increase of 13.6%, of which the CT5 increased by 37.9% year-on-year, making it the best Performing Cadillac sedan in 2021. In the Cadillac luxury SUV product matrix, the XT6 has the most eye-catching growth performance, with a year-on-year increase of 43.1%.
Cadillac can be described as a brand that SAIC-GM, a "good gamer", has placed in a pioneering position in its strategic layout. Being able to go out of its own rhythm under the background of the epidemic and the lack of core is the best proof of SAIC-GM's system strength. Winning 2021, creating the best record in history, accompanied by the horn of the luxury new energy market blown by LYRIQ, Cadillac can be said to have laid the best start for the next battle.
In general, from the above data analysis, SAIC-GM's sales structure and sales quality optimization trend in 2021 are obvious, and the operating quality is further improved.
There is no doubt that this is not easy in 2021, when the entire industry is "missing cores". The so-called "easy to know is difficult to do", as far as enterprises are concerned, the most ideal state in the case of "lack of core" is that the output can be tilted to high-value models. However, in the actual situation, such an adjustment is extremely complicated, and judging from the annual report data of the sales volume of various car companies in 2021, there are not many car companies that can successfully achieve it.
SAIC-GM's ability to achieve good results has a lot to do with its efforts to integrate resources, reduce supply gaps, optimize distribution, and ensure key production capacity. More importantly, SAIC-GM's active transformation to high-quality development in the past two years has played a decisive role in the achievement of this year's excellent sales data and the successful adjustment of sales structure.
The next game of the "good gamer":
"Electrification, intelligence, and networking" has been comprehensively promoted
SAIC-GM announced its electrification and intelligent networking strategy for the "50 billion" scale of 2025 in 2021. Among them, the Aoteneng Super Factory, which took the lead in making efforts, has been officially opened in the fourth quarter of 2021. SAIC-GM's large-scale investment in the field of new energy has attracted considerable attention in the domestic luxury brand and joint venture brand camp.
GM's latest "Ultium" electric vehicle platform now focuses on cutting-edge technology in the industry, and is a strong forward-looking breakthrough for current luxury brands and joint venture brands in terms of intelligence, safety and performance.
Cadillac's first domestic SUV model based on this platform, the luxury pure electric medium and large SUV LYRIQ, exceeded 2,000 orders an hour after the pre-sale began. Along with LYRIQ, Cadillac's innovation in channels, the current Cadillac IQ pure electric space has landed in 7 major cities in the country and continues to expand.
More importantly, Ultium Aotene, a platform characterized by "flexibility to bring prolific", will also rapidly roll out new products in the future of Buick and Chevrolet brands, which will undoubtedly constitute an absolute advantage in the competition of joint venture brands - with the completion and operation of the Aoteneng Super Factory, coupled with the opening of the Pan Asia New Energy Test Building and the Guangde Battery Safety Laboratory, SAIC-GM has a complete new energy system capability from technology research and development, test verification, local procurement to production and manufacturing. LYRIQ will begin delivery in mid-2022, and at this rate of production, the Especiallyc platform products will be promoted very quickly.
While launching new energy vehicles, SAIC-GM has also carried out a comprehensive upgrade in the intelligentization and electrification of the internal combustion engine system, which has a strong support for the active sales base.
In 2021, the introduction of the eighth generation of Ecotec's new 1.5T four-cylinder direct-injection turbocharged engine, which was awarded the 2021 "Heart of China" Top Ten Engine, played a key role in stabilizing and increasing the sales of economy models under the Buick and Chevrolet brands. The penetration rate of 48V mild mix technology has also formed an advantage in the market, and the smoothness and fuel economy of the vehicle have been further improved, and the driving quality has become more advanced.
In terms of intelligence, SAIC-GM has also achieved multi-round on-board interconnection system function upgrades, and at present, most of SAIC-GM's commercially available model products have intelligent interconnected car machine systems that can be upgraded by OTA, giving consumers a better car experience, coupled with the help of OnStar, the three major brand models have established their own moats in terms of entertainment, intelligence and safety.
According to SAIC-GM's 2022 plan, the application of cutting-edge technology in the world will also be a top priority.
In 2022, advanced driver assistance technologies will accelerate the implementation of GM's three major brand models, including the use of new models and the continued enhancement of the driving assistance capabilities of existing models in the market in the form of OTAs.
For example, the ILC driver command lane change function will be added to some Buick GL8 models, which will be the first time that GM's models will remotely upgrade the driving assistance system through OTA, and the upgraded intelligent driving capability will make the Buick GL8 more consolidated in the mid-to-high-end MPV market; the new generation of Super Cruise super assist driving system will add a number of new features such as command lane change and automatic lane change, and Super in the next 5 years Cruise will also gradually cover the three major brands, including Chevrolet; the parking assistance system will continue to be upgraded in 2022, adding smart key or mobile app remote parking function.
The new generation of VCS intelligent cockpit system released with Cadillac LYRIQ in 2021 has a distinct iteration of many smart cockpit products on the market in terms of hardware configuration and interaction technology upgrades. Starting in 2022, the VCS will appear on more Cadillac models, and will appear on Buick and Chevrolet models one after another.
In the long run, the VIP intelligent electronic architecture will also be a sharp weapon for SAIC-GM in the coming years. If the Ultium Aotene platform is the advantage of integrated GM in the field of electrification, then the VIP intelligent electronic architecture is GM's culmination in intelligence. By 2025, the VIP architecture will be applied to most of the new models of the three major brands.
In terms of awards and honors, SAIC-GM's three major brands and products in 2021 will be in J.D. Power won 9 first places in its 2021 annual report, and also won several first places in the 2021 China Automotive User Satisfaction Assessment (CACSI) released by the China Association for Quality.
The latest news is that SAIC-GM announced that in view of the decline of the new energy subsidy policy in 2022, it will provide additional corporate subsidies ranging from 2,000 yuan to 9,000 yuan to consumers who purchase corresponding models. Consumers who pay a deposit before March 31, 2022 to purchase the Buick Micro Blue 6 Smart Pure Electric Sedan, the Buick Micro Blue 6 Smart Plug-in Hybrid Sedan, the Buick Micro Blue 7 Smart Pure Electric SUV and the Chevrolet Pure Electric Intercity Coupe can still enjoy the same subsidy benefits as in 2021.
The driver concluded with >>>
After taking stock of SAIC-GM's report card in 2021, it can be seen that the typical winner should be like this:
It is not impatient, not anxious, and focuses on step by step.
If more people in the automotive industry are currently "rolling in", then SAIC-GM is undoubtedly entering a more benign development and a stronger trend of "rising" channel, which allows it to gradually get rid of the most fierce range of competition and step out of its own pace.
There is no doubt that the Chinese market will continue to be the fastest growing and most eye-catching automobile market in the world in the next few years, ranking at the head of the market, relying not on temporary glory, relying on not historical achievements, relying on this kind of sobriety and step by step.
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