Introduction: There is no suspense that Geely has won the first place in the sales of Chinese brand passenger cars for five consecutive years, but when will the shackles of the capital market be broken?
In the last month of 2021, outbreaks of the epidemic in Ningbo, Zhejiang and Xi'an, Shaanxi, have brought a lot of trouble to The Chinese private car company Geely Automobile. The company has two important production sites in these two cities, and manufacturing and logistics have been affected.
What attracts people's attention is that geely brand hot-selling models Star Yue L, high-end brand Lynk & Co flagship SUV model - Lynk & Co 09, the terminal has appeared a car is difficult to find the scene. According to the car K line, these two cars need to wait a long time before they can mention the car.
According to the announcement of the listed company, in December last year, Geely Automobile (including Lynk & Co) sold 158,700 units, an increase of 3% year-on-year and a 17% increase from November, which was surpassed by Great Wall Motors in the pickup truck sector.
However, from the total point of view, in 2021, Geely Automobile sales were 1.328 million units, a slight increase of 1% year-on-year, still the sales champion of Chinese brand passenger cars, and pressed saic-Volkswagen, ranking top 3 in wholesale sales of passenger car manufacturers for the first time, ranking third after SAIC-GM with a gap of less than 4,000 vehicles.
In 2022, Geely's sales target is 1.65 million units.
However, due to the impact of supply chain and production capacity, the capital market may be worried about Geely's auto sales performance. After a small rebound in early December last year, Geely Automobile's stock price generally showed a downward trend of shock, and hit a nearly half-year low of HK$17.8 per share on January 25, and as of the close of trading on January 25, Geely Automobile's stock price closed at HK$18.02 per share.
In the eyes of the outside world, Geely Automobile's growth rate is weak, and its sales have not achieved rapid growth for two or three consecutive years, and it is being quickly caught up by Great Wall Motors and BYD behind it; and in the field of new energy vehicles that the capital market is most concerned about, it is also lackluster.
Is this really the case? When did Li Shufu, who has always emphasized the "internal strength" of enterprises, start to exert his strength?
In 2021, similar to most car companies, the epidemic and chip supply are troublesome from time to time, and Geely Automobile, as a part of the global auto industry, is not spared. In this process, strengthening the "third" has become the strategic focus of Geely Automobile.
As Li Shufu said, in order not to let others say that he favored one over the other, he has not come out for many years to cheer up the platform of his car brand, but for Xingyue L, the "comeback" after five years is enough to show Li Shufu's emphasis on Xingyue L and the strategic significance of Xingyue L to Geely Automobile.
In December 2021, the "China Star" series jointly contributed 29,300 units to Geely Automobile, with annual sales of more than 210,000 vehicles, further enhancing the premium and product competitiveness of the Geely brand and gaining a firm foothold.
By reorganizing the brand matrix, the Geely brand currently constitutes a high-end series headed by the China Star Series, a base disc lineup composed of two major families, Emgrand and Boyue, as well as the Bin series and other products.
At present, Geely Automobile is still in the process of rebirth, in the past, it accounted for a large share of Geely's sales, such as the prospect family and other low-end entry-level models, basically bidding farewell to the historical stage, which made Geely Automobile lose a lot of data. But this is also inevitable that Geely Automobile will enter the "4.0 era".
After ushering in the fourth generation of Emgrand, in December 2021, Emgrand's monthly sales reached 27,800 units, and in December, the retail sales list of cars has risen to 7th place, an increase of 13.4% year-on-year, showing strong competitiveness; last year, Emgrand sold 209,100 units, a decrease of 9.7%, but overall, the situation is good.
Like The Star Yue L, due to its manufacturing and production in Shaanxi and the replacement of new and old models, Boyue's sales in December were only 14,400 units, a large year-on-year decline; for the whole of last year, Boyue's sales volume was 191,500 units, down 9% year-on-year.
The author believes that although the sales of the two base models have decreased last year, after ushering in the replacement, there is still a force to fight in the market. In particular, the fourth generation of Emgrand has significantly enhanced its competitiveness after adopting the BMA framework.
Looking back at Geely Automobile's high-end brand Lynk & Co, the sales volume was 25,800 units in December last year, and the cumulative sales volume in 2021 was 220,500 units, an increase of 26% year-on-year; the cumulative sales of the brand exceeded 600,000 units since its inception.
It is worth noting that the average selling price of Lynk & Co products reached 158,000 yuan, and with the addition of the hard-to-find Lynk & Co 09, the Lynk & Co brand will create more surprises for Chinese car brands.
Through simple calculations, it is not difficult to find that China Star High-end Series and high-end brand Lynk & Co will sell a total of 430,000 vehicles in 2021, accounting for about one-third (32.4%) of Geely's overall sales. This figure is already very high in Chinese auto brands, and even in joint venture car companies (except luxury brands).
Auto K line believes that in addition to the harvest of the high-end matrix, in fact, Geely Automobile 2021 has also been adjusted in the field of new energy, which is a breakthrough - the first model of the high-end pure electric brand Extreme Kr came out, and the delivery volume exceeded 6,000 vehicles last year; the geometric brand also achieved a breakthrough of 10,000 vehicles in a single month last year.
Lin Jie, senior vice president of Geely Automobile Group, said last year that in the face of market and policy changes, geometric brands should return to the private consumer market, from the sales of Geely's new energy and electrified models reached 18,800 units in December last year, and the annual sales exceeded 100,000 vehicles, Geely Automobile is stepping up to catch up in the field of new energy.
In 2022, even in the face of consumer and product problems, the Extreme Krypton brand will still challenge the annual target of 70,000 vehicles, and according to Geely's relevant sources, the 2022 of the geometric brand is also worth looking forward to.
In the author's opinion, the most anticipated is still in the field of technology, under the blessing of "Raytheon Power", 2022 will be the first year of the great development of Geely Automobile Hybrid Vehicle (HEV).
In addition to the domestic pre-sale of more than 8 minutes was robbed of the Star Yue L Thunder God Intelligence Qing Hi · X, and January 21, Geely Automobile announced that Geely Holdings and Renault signed a framework agreement on the same day to launch a new model series for the Korean market, initially focusing on core fast-growing markets such as South Korea, developing and selling internal combustion engines and hybrid vehicles.
Therefore, if "Wei Xiaoli" is the representative and leader of the new energy vehicle 1.0 era, then in the 2.0 era, traditional automobile companies have sought to change their strength, which should not be underestimated. And whether Geely Automobile can rely on product matrix innovation, new energy multi-point blossoming, and excellent export performance... Pry open the shackles of the market value of listed companies, like car maniacs who have reappeared in five years, making people wait and see.