Previously, when writing about the car buying preferences of the people of Guangzhou, the scene of the Japanese car slaughter list is still vivid. The mention of Guangzhou will inevitably remind people of another developed city in Guangdong Province, Shenzhen, which belongs to the same province as Guangzhou. As the vanguard of China's reform and opening up, Shenzhen is not only China's first special economic zone, but also has a large number of scientific and technological innovation enterprises, and is known as "China's Silicon Valley", so the impression of Shenzhen is usually related to openness, innovation and high technology.
Because of this, Shenzhen's economy is extremely developed. Taking 2021 as an example, the per capita disposable income of Shenzhen reached 70,847 yuan, much higher than the national average of 35,128 yuan. At the same time, the average house price in Shenzhen is as high as 71209 yuan / square meter, ranking first in the country! So in such a social context, what will the high-income, high-consumption Shenzhen people have when buying a car? Will they love Japanese cars as much as the people of Guangzhou? Today we will take a look at the car sales in Shenzhen in 2021. However, before introducing specific sales, we need to briefly understand the lottery policy that will directly affect the car buying preferences of the people in Shenzhen.
As shown in the figure above, the current Shenzhen indicators mainly include ordinary indicators and new energy indicators. Among them, the new energy indicators are not limited to the license, as long as they meet the relevant application conditions, they can be applied, pure electricity and plug-and-mix models can be used. The ordinary indicator is limited to 80,000 per year, including 40,000 lottery numbers and 40,000 bidding, and the proportion of individuals and units accounts for 88% and 12% respectively. Taking December 2021 as an example, there were a total of 3333 lottery indicators in the month, of which 2934 were individual lottery indicators, and more than 1.43 million individuals participated in the lottery, and the proportion of individual lottery winnings was only 0.205%. If the bidding method is used to auction the cards, the average price in December reached 47326 yuan. Below, we will take a detailed look at the sales volume of various market segments in Shenzhen in 2021!
First of all, in the field of cars, the top 3 BYD Han, Tesla Model 3, AION S We will not talk about it for the time being, and leave it to the new energy sector to do detailed analysis.
Judging from the entire top 15 models, the proportion of Japanese cars is still very high, reaching 7 models! Among them, in addition to the regular Camry, Accord, Xuanyi and other models, Lexus ES has attracted our attention. This pure imported luxury car, which has been criticized by countless keyboard heroes, sold 5859 units in Shenzhen in 2021, ranking 7th in the car list! More importantly, the sales volume of ES is only ranked 31st in the national car market, but it can rush to the 7th place in Shenzhen, which is enough to show how much the people of Shenzhen love ES!
In addition, as a city known for its economy and high technology, Shenzhen's income level and consumption level are naturally very high. Because of this, the BMW 3 Series and 5 Series also successfully made the list, and the two cars joined forces to achieve sales of more than 10,000 units in Shenzhen!
The same situation with BMW is the Mercedes-Benz E-class, in 2021 Beijing Benz was affected by the chip shortage, and the E-class even suspended the production line, which also led to its sales volume in the national car market only ranked 22nd. But this still does not affect the Shenzhen people's pursuit of the "three-pronged star", and finally the Mercedes-Benz E-Class ranked 14th in Shenzhen with a sales volume of 4214 units, far higher than the national ranking. In fact, this is also very reasonable, after all, in the current mainstream luxury car market, Mercedes-Benz is still the most faceful!
On the SUV side, the Tesla Model Y won the championship with an absolute crushing advantage, and the annual sales of 11,417 units were even nearly doubled than the ideal ONE ranked Second! As mentioned earlier, Shenzhen is a very economically developed city, but also the main focus on scientific and technological innovation, like Tesla with its own technology and geek attributes of electric vehicles, coupled with the free new energy indicators 100% of the advantages, will naturally achieve good results.
As for other new energy SUVs, we also stay in the new energy sector to talk in detail, here we focus on luxury SUVs. Among them, the Mercedes-Benz GLC ranked 5th in Shenzhen's SUV sales in 2021 with sales of 4627 units, which is significantly higher than its ranking of 14th in the national SUV.
It was followed by the BMW X3, with full-year sales of 4345, also well above its ranking of 16th in the national SUV. Through these two German luxury medium-sized SUVs, it is not difficult to see that the consumption power of the people of Shenzhen is indeed very strong. Especially under the two-pronged policy of lottery + auction, most users who consider buying low-priced family cars may choose lottery. Users who can accept spending 40,000 or 50,000 lots of cards usually have a relatively rich car purchase budget, and will naturally prefer luxury brands.
Lexus RX, a relatively niche imported luxury SUV, is also highly sought after in Shenzhen, with sales of 3483 units ranking 11th, far higher than its 55th national SUV ranking. You know, the starting price of RX this car reached 405,000 yuan, which is the most expensive car on the sales list, and unlike GLC, X3 and other models, RX as an imported car, there is no discount at all in the terminal, and even some southern regions have to increase the price! But even so, RX can still be sold in Shenzhen, I have to say that the people of Shenzhen also love Japanese cars deeply!
In addition to Mercedes-Benz, BMW's GLC and X3, old rivals Audi Q5L are also on the list, ranking 13th with annual sales of 3337 units, also slightly higher than its ranking of 18th in national SUV sales. The Audi Q5L just launched a mid-term revamp in May 2021, with an official guidance price of 396,800 yuan. However, the terminal discount of Q5L is relatively large, and the minimum terminal price of the model is about 340,000, which is slightly lower than GLC and X3, which is a cost-effective choice.
The 14th-ranked BMW X1 is also a cost-effective model in luxury SUVs, selling 3,152 new cars in Shenzhen in 2021, ranking 14th, far higher than its 25th place in national SUV sales. BMW X1 as one of the few extended versions of the current compact luxury SUV, the rear space is very spacious, even larger than its own big brother X5 standard shaft version! Coupled with the starting price of about 260,000 after the 2.0T model discount, whether it is the brand, space or power, it can meet the needs of most people.
As for the Toyota Highlander, which ranked 15th, it has also appeared in the Guangzhou SUV sales list before. As one of the few 7 SUVs in the Japanese brand at present, Highlander's competitiveness does not need to be said. If Toyota can transform the vehicle into a PHEV plug-in hybrid model based on the new generation of Highlander's hybrid system, by increasing the battery pack and adding charging interfaces, perhaps shenzhen, Shanghai and other plug-in hybrid sister cities will usher in further sales growth.
In addition to the 15 models on the list, the two million-dollar luxury SUV in the Shenzhen SUV sales list - Mercedes-Benz GLE and BMW X5 - also performed dazzlingly. Speaking of GLE first, in 2021, Mercedes-Benz GLE sold a total of 2344 new cars in Shenzhen, ranking 17th in Shenzhen SUV sales. In the national SUV market, GLE ranks only 67th.
Equally strong is the BMW X5, a luxury SUV positioned in the same way as the GLE, which sold 2,072 units in Shenzhen last year, ranking 21st in SUV. Looking at the national SUV market, bmw X5 ranks only 52nd, which is also far lower than Shenzhen's sales ranking. You know, GLE and X5 these two cars are starting at a price of up to 700,000, high-end models landed nearly one million products, but also in Shenzhen to achieve more than the vast majority of ordinary household SUVs results, enough to show the strong purchasing power of the people of Shenzhen!
At first glance, Shenzhen's MPV market continues the sales situation of the country, such as the top Buick GL8, Honda Odyssey, and Trumpchi M8, which are regular visitors to the MPV list. But a fixed glance will find that in the national market to kill the four parties of the "MPV" pin crown - Wuling Hongguang has disappeared in the list, it seems that for a developed city such as Shenzhen, the "return to the capital" obviously does not have too many audiences.
The BYD D1 also attracted our attention, and the sales volume of 1677 units in the whole of last year ranked 4th in Shenzhen MPV sales, far higher than its 20th place in the national MPV. D1 is actually a product jointly created by BYD and Didi Chuxing, which is currently only in trial operation in a few cities, and is not sold to the public, but is only used for rental procurement, or Didi registered drivers can buy. And even after the driver's personal purchase, the vehicle will be counted as an operating vehicle, mandatory 8 years of retirement, and insurance and other policies are also different from ordinary non-operating family cars. As BYD's "base camp", Shenzhen is naturally the first batch of cities for the D1 car to be put into operation.
The BYD D1 features a right-hand electric sliding door design with excellent rear space, as well as details such as cup holders, rear entertainment screens, and rear USB power supplies designed for passengers. The 400km pure electric endurance can also meet the needs of drivers for a day's urban operation in a city like Shenzhen, which does not have severe cold. It's just a pity that this car is not currently on sale to ordinary consumers, otherwise its price of 151,800, coupled with the advantages of space, still has a certain market potential.
Just like Guangzhou, Toyota Luxury MPV Alpha also appeared on the sales list of Shenzhen. In 2021, Alpha sold a total of 1564 units in Shenzhen, ranking 5th in mpV, both of which are higher than Guangzhou (1106 vehicles, 7th). As a city adjacent to Hong Kong, it is reasonable for Shenzhen's rich people to choose Alpha as a nanny car, after all, this high-end MPV benchmark model will not be contrary to any high-end occasion.
In addition to BYD D1 and Toyota Alpha, Shenzhen MPV sales list no. 7 FAW Besturn NAT also aroused our curiosity, this car believes that most friends have not heard of, in fact, Besturn NAT is a model positioned with BYD D1 the same, the main online car market, by FAW Besturn and T3 Travel jointly designed and built (T3 Travel is a mobile travel service company jointly established by FAW, Dongfeng, Changan, Tencent, Ali).
Like the BYD D1, the Pentium NAT also adopts the right side electric sliding door design, the car shape is more square, the rear space is huge, and the floor is also a flat design.
At the same time, the rear of the vehicle also has a key alarm button for passengers, and there is also a rearview mirror in the B-pillar position, which is convenient for passengers to observe the rear car when they get off the car and avoid "opening the door to kill". The Pentium NAT is priced at 145,800-151,800 yuan, but unlike D1, ordinary consumers can also buy NAT. However, because this owner is still playing the mobile travel market, the actual sales volume is not high. In 2021, the Besturn NAT only sold 2,003 vehicles in the country, while Shenzhen has 1,000 vehicles in this city, accounting for 50% of the national sales.
In addition to the MPV on the list, Lexus LM's sales in Shenzhen are also good, with 212 vehicles sold in Shenzhen in 2021, ranking 21st in Shenzhen MPV sales. Maybe some students will say, this doesn't sell much? Only 200 vehicles a year. But in fact, LM only sold 4375 vehicles in China last year, ranking 33rd in the country's MPV sales. In the Shenzhen market, its sales ranking is significantly higher, which is already a very good sales volume for a high-end MPV that starts at 1.166 million yuan and has no discounts or even a price increase.
Finally, let's take a look at the new energy market. As mentioned at the beginning, Shenzhen new energy vehicles are not limited to license plates and the indicators are free, and the whole city has a strong scientific and technological atmosphere, coupled with the fact that it is not like the north to experience a cold winter, so new energy vehicles have become the first choice for Shenzhen people when buying cars. Whether it is a car sales crown BYD Han, or an SUV sales crown Model Y, in fact, it is a new energy vehicle.
In the entire new energy list, BYD Han successfully won the championship with a sales volume of 18,287 units in the whole year. As we all know, Shenzhen is BYD's base camp, so buying BYD models locally, you can even get the cheapest price, as well as the fastest speed of pick-up, and don't have to worry about after-sales problems. In addition, in addition to the pure electric version, BYD models also have plug-in hybrid versions. Daily commuting charging use, long-distance travel refueling, not only can enjoy the benefits of no lottery, there is no endurance anxiety.
In addition, BYD Han is about to launch a DM-i model with efficient plug-in hybrid in 2022, equipped with the same 1.5T plug-in hybrid system as Tang DM-i, but the battery pack capacity has been increased to 37.6kWh, and the NEDC pure electric endurance can reach a staggering 242km, if the commuting distance is short, it is even enough for a week!
And even if it is not charged, its power loss fuel consumption is only 4.3L/100km, which is close to the Camry dual engine, and there is no need to worry about fuel consumption and battery life when running long distances. As for performance, tang DM-i equipped with the same power system, 0-100km/h acceleration of 8.5 seconds, and placed in the lower wind resistance, lighter weight of 300kg Han DM-i, power performance is bound to be better, no need to worry at all. According to this momentum, the Shenzhen auto market in 2022 is likely to be the world of BYD Han.
Tesla Model 3 and Model Y these two cars in Shenzhen hot sales without suspense, whether it is performance, endurance, brand, or tonality, are very in line with the positioning of Shenzhen, a developed science and technology city, the price of 300,000 or so for high income, high spending power of Shenzhen people can also be fully affordable.
Ideal ONE, as one of the few 6-seat SUVs on the list, has no rivals in the more than 300,000 markets with a driving experience comparable to an electric vehicle and no endurance anxiety in the range extension. Earlier we assumed that Highlander launched a plug-in hybrid model, and the current position of "plug-in hybrid Highlander" is actually occupied by the ideal ONE. In 2021, Ideal ONE sold 6,069 new cars in Shenzhen, ranking 5th in new energy, which is exactly in line with its ranking of new energy sales in the country.
As for the remaining BYD models on the list, as well as the Xiaopeng P7 ranked 7th, there is actually not much to repeat, after all, they are all regulars in the new energy list, and they are also the most important models in today's new energy market.
GAC Aion V, ranked 12th, has also previously appeared in guangzhou's new energy sales list. In 2021, AION V sold 2,061 new cars in Shenzhen, ranking 12th in Shenzhen in new energy sales. The sales volume of AION V in Guangzhou was 4723 units, ranking 7th. In fact, from the comparison of these two data, it can be seen that the car consumption power of the people of Shenzhen is obviously higher, and they are more inclined to buy models with a price of 200,000 or 300,000. The people of Guangzhou are relatively low-key and pragmatic, and are more willing to choose AION S, AION Y, AION V and other cars with a price of more than 100,000.
As the highest-priced model in the list, the starting price of the NIO ES6 with batteries has reached 358,000 yuan, even if the battery rental service is selected, the car price is 288,000, and the endurance of the entry-level model 455km is not high, which is a typical high-end electric vehicle pricing. Despite this, in 2021, ES6 still sold 1920 units in Shenzhen, ranking 14th, slightly higher than ES6's ranking of 18th in the national new energy market. Among them, in addition to the high consumption capacity of the people of Shenzhen, it is also indispensable to the credit of Weilai in Shenzhen has invested a large number of supercharging stations and substations, and the daily use of car owners is very convenient, which is also a key element to promote sales.
As for the FAW Hongqi E-QM5, which ranks 15th in the list, I believe that many students are also relatively unfamiliar, the sales of 1872 units are not small, but the total sales of this car in the country are only 5949 vehicles, ranking 71st. Shenzhen accounts for 1/3 of its national sales, why is this?
In fact, the existence of the Hongqi E-QM5 is similar to the Pentium NAT in the MPV, which is a product created by FAW Group for the online ride-hailing company, and there are also special Didi versions and T3 versions in the model configuration. Priced at 239,800, the car is mainly in the high-end ride-hailing market and is not sold to ordinary consumers, and the second row is designed with independent seats, with electric adjustment and leg rests. In terms of performance, the E-QM5 is driven by a front-mounted 136 horsepower motor, has a pure electric range of 431km, and has a charging version and a replacement version to meet the needs of online ride-hailing in different cities.
BYD Shenzhen headquarters
After some analysis, it can be seen that there is still a certain difference between the people of Shenzhen and the people of Guangzhou when they buy a car. The people of Guangzhou are relatively low-key, and the purchasing power is not as strong as shenzhen, so the sales of luxury cars are not high. The people of Shenzhen have strong purchasing power and are more sought after for trendy and technological models, so the sales of new energy vehicles such as Tesla and Ideal are very good. In addition, BYD, which has achieved excellent sales in the country, naturally has a full bloom in the base camp of Shenzhen.
As for the problem of Japanese cars, it can be seen that in addition to luxury cars and new energy vehicles, ordinary family cars are obviously more inclined to Japanese cars. Even if you carefully study the Sales List of Shenzhen Cars and SUVs, you will find that among the hot-selling models in Shenzhen, there is not a Volkswagen, but ES and RX two high-end Japanese cars! And compared with the people of Guangzhou who love to buy Japanese cars, the people of Shenzhen have a stronger purchasing power for high-end Japanese cars! The sales volume of lexus in Shenzhen is higher than that in Guangzhou! It is not difficult to see that rich Shenzhen people love Japanese cars as much, and they have not abandoned Japanese cars after they have money!