The 2022 Spring Festival holiday has ended, and the "hit workers" across the country have returned to their respective jobs, working hard while overcoming the "holiday syndrome". In the Chinese market, after the Spring Festival, it symbolizes the beginning of the new year, and major car companies have also started a new journey of 2022 at the beginning of the new year, and have successively released 2022 production and sales targets. Through these KPI figures, we can also get a glimpse of the ambitions of different brands and their respective market expectations. In a market environment with weak overall demand, what is the confidence of brands?
In the past 2021, the overall scale of mainland automobile sales was about 25.8 million units, which was basically the same as in 2020, and passenger car sales were about 21 million units, compared with 20 million units in 2020, a growth rate of less than 5%. In 2021, many car companies are hindered by production and sales due to the impact of parts shortages, and the situation in 2022 is not optimistic, coupled with the "red sea" market of automobiles is more saturated, and the car companies are not the same in the formulation of goals, but the overall demand for "stability and rise" is shown.
Geely Automobile: 1.65 million units
As a leader in its own brands, Geely Automobile's performance in the Chinese market is obvious to all. In 2021, Geely Automobile's cumulative sales volume was 1328029 units, winning the sales championship of Chinese brand car companies for five consecutive years. In view of the shortage of spare parts during the year, Geely has fallen nearly 200,000 units away from the sales target of 1.52 million in the past year. Even so, Geely Automobile still set a sales target of 1.65 million units in 2022, a sales target that is 24% higher than in 2021. In view of the current market environment, this sales target is also challenging.
Of course, although the market is weak, but also facing the same as other brands in the shortage of parts and other similar dilemmas, but Geely still has a certain room for growth, for example, in the layout of new energy products, Geely Automobile can be said to have not fully exerted force, the lack of strong product power of new energy models, therefore, it seems that new energy vehicles for Geely may become a major point of force to the goal of 1.65 million.
Great Wall Motor: 1.9 million units
Great Wall Motor, a domestic independent automobile brand, with its excellent car-making technology and innovative strength, also continues to sell well in the Chinese auto market, and sub-brands such as Haval, WEY, and Euler are also among the top in the sales list in their respective market segments. According to the data, the cumulative sales volume of Great Wall Motors in 2021 was 1280993 units, an increase of 15.2% year-on-year. Among them, the cumulative sales of Haval, the "fierce general" of the Great Wall, increased by 2.64% year-on-year to 770008 vehicles, becoming the most important source of automobile sales of the Great Wall Group. The new energy brand Euler has seen a bright increase, with annual sales increasing by 140% year-on-year to 135028 vehicles. WeY, which is positioned at the high end, is the only brand under the Great Wall to decline in sales in 2021, with cumulative sales falling by 25.65% year-on-year to 58,363 units.
In the middle of 2021, Great Wall Motors has made breakthroughs in product layout and cross-border cooperation, such as the launch of independent high-end off-road brand tanks in April 2021; the launch of high-end brand salon cars with Jingdong Automobile in November 2021, and its first model, The Mech Dragon, was officially released and listed in limited quantities... In terms of product updates, the Haval brand alone has launched the first love, red rabbit, divine beast, etc., and the product strategy has been upgraded. In 2022, Great Wall Motors has set a production and sales target of 1.9 million vehicles, and from this figure, Great Wall Motors does not consider the impact of the market. In 2021, although Great Wall Motors performed well, it did not complete the target of 1.49 million, and in the face of such a figure of 1.9 million in 2022, how the Great Wall Group will break the situation is also very exciting.
BYD Motors: 1.2 million
As the new energy "ceiling" of domestic brands, BYD's performance in 2021 is surprising. In 2021, BYD's cumulative sales were 730093 units, an increase of 75.4% year-on-year, of which new energy passenger cars contributed to the sales of up to 593745 units, an increase of 231.60% year-on-year. Although the global auto market is affected by the supply of parts, as a semiconductor and power battery self-sufficient car company, BYD can be said to have not been affected by this change at all.
In view of its performance in 2021, BYD has targeted its annual sales target of 1.2 million units, an increase of 60.8% compared to actual sales in 2021. From the perspective of BYD's sales structure, new energy vehicles account for 80% of ATD's total sales, it can be said that if BYD wants to achieve the sales target of 1.2 million vehicles in 2022, it will inevitably rely on the power of new energy vehicle products. It is reported that in 2022, BYD will launch a number of new energy vehicles such as BYD Han DM-i and Seal. Although the target of 1.2 million is not small compared to the achievements in 2021, it also reflects BYD's confidence in the field of new energy vehicles, which has made it position this sales target, but the real realization of this goal is still under some pressure for BYD.
FAW Group: 4.1 million units
At the beginning of 2022, FAW Group set an annual target of 4.1 million vehicles and dismantled it: FAW-Volkswagen to undertake 2 million vehicles, FAW Toyota to undertake 1 million vehicles, Hongqi to undertake 450,000-500,000 vehicles, and Besturn to undertake 100,000 vehicles. In fact, faw group actual sales in 2021 is 3.5 million vehicles, in order to complete the sales of 4.1 million, FAW group needs to make 600,000 increments this year. For FAW-Volkswagen, the cumulative terminal sales of 1857777 new vehicles in 2021 should be easier to achieve if the impact of chip shortage improves.
Compared with FAW-Volkswagen, FAW Toyota is more interesting in 2022. FAW Toyota's cumulative sales in 2021 860019, facing the sales target of 1 million vehicles in 2022, the heavy responsibility of 140,000 increments is bound to be borne by toyota Corolla Sharp Release, Toyota Lingfang HARRIER and other models launched within the year, and the market performance of these new cars may directly determine whether FAW Toyota's million sales target can be completed. As a new upstart in faw group's autonomous sector, Hongqi brand plans to sell 450,000-500,000 vehicles in 2022, an increase of 50,000 vehicles over 2021. According to the data recently released by FAW Hongqi, the brand sold 42,100 vehicles in January 2022, an increase of 30% year-on-year, and sold 42,100 vehicles in the first month of the year alone, which may indicate that the Hongqi brand will have a good performance this year.
Dongfeng Motor Group: 3.471 million units
Dongfeng Motor Group, one of the largest domestic automakers, has set its target for FY 2022 at 3.471 million. Over the years, Dongfeng Motor's sales tasks have mainly relied on the joint venture plate to complete, and its "vanguard" must be Dongfeng Honda. This year, Dongfeng Honda will launch a new generation of CR-V/XR-V, a new pure electric e: NS1 and other blockbuster models, these new cars or to a certain extent to drive Dongfeng Honda's sales performance. In November last year, Dongfeng Motor Group listed the sale of 25% of the equity of Dongfeng Yueda Kia Automobile Co., Ltd., and Dongfeng Yueda Kia will withdraw from Dongfeng Group in the future. Looking back at 2021, the Sales volume of the Kia brand in China was 163,400 vehicles, and it is worth paying attention to how Dongfeng made up for the lack of this 160,000 magnitude after losing the Kia brand.
Dongfeng Group's actual sales data in 2021 is 3.2753 million units, and to achieve the sales target of 2022, it only needs an increase of 200,000 yuan, an increase of 5.7% year-on-year. For such a large group as Dongfeng Motor, it seems that it is not difficult to complete, but in fact, in 2021, dongfeng group's sales fell by 5.28% year-on-year. With the aforementioned withdrawal of Yueda Kia from the group, Dongfeng Nissan and Dongfeng Infiniti sales are weak and weak, how Dongfeng Motor Group will turn losses into profits in 2022 and achieve sales of nearly 200,000 units will also be the focus of attention in the industry this year.
GAC Group: 2.43 million units
GAC Group's total vehicle sales in 2021 were 2,144,400 units, up 4.92% year-on-year. In 2022, GAC has set a sales target of 2.43 million units, which is 285,600 units higher than last year's sales, an increase of 13.3% year-on-year. Speaking of GAC, the most well-known is GAC Trumpchi, in 2021 GAC Trumpchi's cumulative sales of more than 320,000 vehicles, accounting for 15% of the total sales of GAC Group in 2021, I believe that in 2022, TRUMPCHI is still the main force to achieve sales targets. Gac New Energy's cumulative sales of passenger cars exceeded 140,000 units, and the annual terminal sales of the Aean brand were 123,660 vehicles, which are also the best-selling representative models of GAC Group.
The annual sales target of 2.43 million is not easy to achieve for the current market environment, especially for traditional car manufacturers, which is even more burdensome in the era of "Internet cars". However, as a veteran car company, we have reason to believe that GAC motor may use its "killer skill" in 2022 to find a way to break the game in line with its own situation in the overall downward market environment and move closer to the target of 2.43 million.
The people evaluate the car
As the auto market becomes a red sea, the new car market is in a weak and weak bottleneck stage, the auto market has entered a new stage of stock competition, affected by the global epidemic and supply chain crisis, the auto market in 2022 may not be as expected. Nevertheless, we can still see from the 2022 sales targets of major manufacturers that they have certain confidence and expectations for the Chinese auto market, which means that manufacturers are generally optimistic about the performance of the auto market in 2022. In this year's fierce competition in the automobile market, who will be "a blockbuster" and who will "hit the water with bamboo baskets", let us wait and see.