Set a goal, be bold!
Photo: Ling Xiaofeng
Edit: Mei Mei
Chinese good at creating miracles, especially under pressure.
In 2021, one of the biggest voices that fills the Chinese automotive industry is: Difficult! The result? With 26.27 million units, an increase of 3.8% year-on-year, we achieved a counterattack, which ended the three consecutive years of sales decline since 2018, of which new energy vehicles and export markets have both made revolutionary breakthroughs.
In 2022, it will still not be too easy, but from the sales record in January, it is not too much to say that it is a "start to the door", especially the rapid momentum of Chinese brands, the new power brands live up to expectations, and the joint venture brands are also developing steadily... Coinciding with the Year of the Tiger in the Chinese Lunar Calendar, it is also a wave of good colors, and in 2022, it is time to set off ambitiously.
Ancient poems have clouds: thousands of households are on the day, always exchanging new peaches for old charms. The plan of the year lies in the spring, the "old charm" of the car companies has also reached the time to change the "new peach", set up a sales FLAG, the direction of efforts has been, whether it is step by step, steady progress, or radical fearless, all-out sprint, this desire and momentum can be revealed from the sales target, such as: FAW Group boasted of 4.1 million Haikou; Dongfeng Group also wanted to challenge 4 million; GAC Group said to complete 2.43 million; Great Wall Motors also ran to 1.9 million vehicles Geely did not rush to say the target of 1.65 million vehicles; Chery wanted to rush to 1.5 million vehicles and even strive for 2 million vehicles; BYD also had to step over million and rush to 1.2 million; Hongqi did not achieve its goal of 400,000 vehicles last year, and continued this year, and increased to 450,000 vehicles and sprinted 500,000 vehicles; Xiaopeng Automobile had to strive to seize the 300,000 high ground, and even Huawei said that it would complete the sales of 300,000 vehicles...
Generally speaking, measuring these sales targets is not set blindly with a slap on the head (but this situation is not ruled out), so what is behind the car companies to determine these sales targets? And will their wishes be fulfilled as scheduled? Let's talk about it today. However, the views only represent personal ideas, and whether the goal can be completed in the future depends on the specific performance of the car company.
FAW Group: 410 units
Difficulty: Greater
FAW Group has a big business, many of its brands, and many of them are "golden signboards", in 2021, FAW Group completed the sales of 3.5 million vehicles, but this year on this basis to add 600,000 vehicles, it is not an easy task. Of course, the target of these 4.1 million vehicles is to be distributed, FAW-Volkswagen (including Audi) will share 2 million vehicles, FAW Toyota will undertake 1 million vehicles, Hongqi will complete 450,000-500,000 vehicles, and Besturn will also sell 100,000 vehicles... Among them, FAW-Volkswagen's sales in previous years have been circling around 2 million vehicles, however, in recent years, sales have declined a bit fiercely, last year's sales were 1.85 million, and this year's additional 150,000 vehicles, the completion of the difficulty is not small; FAW Toyota is stable, but last year did not complete the target of 880,000 vehicles, although this year there are Corolla Sharp, Lingfang HARRIER and other heavyweight models to join, but whether it can be completed remains to be seen; the red flag target is more flexible, but in the absence of new models to join, It is not easy to complete the target of 450,000-500,000 vehicles; the Pentium has a thin foundation, although the target of 100,000 vehicles is not high, but it is still difficult for The Besturn, which only sells 33,000 vehicles in 2021.
Dongfeng Group: 4 million vehicles
Difficulty to complete: Hard to say
Like FAW Group, Dongfeng Group's goal also seems to be ambitious, especially in the case of its sales of less than 3.28 million vehicles in 2021, down 5.28% year-on-year, it is also radical enough to increase the target by more than 700,000 vehicles; moreover, this year, Dongfeng Group's territory is still missing Kia's branch, although Kia's market performance in the past two years has been average. Specifically, in the joint venture section, Dongfeng Nissan and Dongfeng Honda have always played a fairly stable role, unless they encounter force majeure factors such as lack of core; and although DPCA has picked up, it only sold 100,000 vehicles last year, and it is mainly Citroën Versailles C5 X to boost, and others need to be boosted; Fengxing, Fengshen, and Fengfeng Autonomous Three brothers are relatively pragmatic, but in fact, their overall sales are also relatively general, last year the three plus a piece is only 380,000 vehicles, whether this year can be increased to 500,000 vehicles, it is difficult to say As for the newly established Lantu, it seems that the growth momentum is good at present, and it was stuck in production capacity last year, but even if the delivery volume can catch up this year, with the positioning of Lantu, it is not realistic to expect it to come. Of course, Some of Dongfeng's sales come from commercial vehicles such as heavy trucks, as well as export volumes, which can also increase a lot of sales figures.
GAC Group: 2.43 million units
Difficulty to complete: Not large
Compared with FAW Group and Dongfeng Group, GAC Group's sales targets are more pragmatic. And in 2021, GAC Group has completed the sales of 2.144 million vehicles, and only needs to add less than 320,000 vehicles on this basis, which seems to be too difficult. The reason why I say this is because GAC Group is also a brand of Jiji, and there are many fist products under each brand. Veterans such as GAC Toyota's Highlander, Camry, and Leiling, as well as new stars such as Xena and Weisa; GAC Honda's Accord, Binzhi, Haoying, Odyssey, Fit, etc. are quite popular. In the independent brand section, GAC Trumpchi has been slightly passive in the past two years, but driven by the new GS8, the upward potential is not small; GAC AION, which focuses on pure electric vehicles, also has several models with good sales, if it can further release sales this year, gac group's sales target should not be difficult to complete.
Great Wall Motor: 1.9 million units
In the past, Great Wall Motors gave people the impression of "stable" word, and now Great Wall Motors gives people the impression of not being able to figure it out, since Great Wall Motors opened the release mode, the market volume has increased significantly, and the sales situation has also increased steadily, after completing the sales of 1.28 million vehicles in 2021, this year will directly raise the target to 1.9 million vehicles, which is also radical. The reason why the Great Wall dares to "open the mouth of the lion" is that there are several "good cards" to play in his hands, Haval H6, Tank 300, Euler Good Cat, Great Wall Cannon Pickup Truck, etc. Not to mention, Haval Divine Beast, Wei Brand "Three Cups of Coffee" and tank 500 that will be listed soon, Wei Brand Dream, Euler various cats, and Salon brand mech dragons are also expected to be delivered within this year. In addition, the Performance of the Great Wall in exports and overseas markets is also improving, and behind it, it is naturally due to China's effective control of the epidemic, but it remains to be seen whether the diversified + international combination of fists can carry the dream of 1.9 million vehicles of Great Wall Motors.
Chery Automobile: 1.5-2 million units
Difficulty to complete: Not small
To say that the Great Wall is too radical, Chery must not be convinced, although it was once a Chinese brand "a brother", but in recent years, Chery's performance is not too eye-catching, sales are not broken for many years, people Great Wall Motors has been selling more than one million for 6 consecutive years, Chery has completed 961,900 vehicles in 2021, breaking the record, in addition to its Chery, Jietu, Xingtu, new energy have a good increase, exports have also reached a new high, which is the same as Dongfeng, the Great Wall, are stained with the domestic epidemic control of the light, This year is estimated to be no exception; coupled with the fact that Chery will launch several blockbuster models this year, such as Chery OMODA 5, Tiggo 8 Pro, Chery "M1E", Jietu Dasheng (X-1), Jietu T-X and Xingtu Wind Chasing ET-i, Xingtu Yaoguang Mass Production Edition, etc., perhaps based on this, Chery wants to seek a sharp increase after the surge in sales, and stimulate the sales potential of the above brands in the way of "two-stage jump", as to whether this trick can work, we will wait and see.
BYD Motors: 1.2 million
Great Wall, Chery is radical enough, BYD does not show any weakness, although the sales target of 1.2 million vehicles is lower than that of the Great Wall and Chery, but in 2021, people's sales are only 730,000 vehicles, and it is a leapfrog development achieved after "opening and hanging", especially due to the surge in sales of new energy vehicles, last year's supply of many models is still in short supply, in the context of the prospect of new energy vehicles is continued to be optimistic, BYD will mention this year's target to 1.2 million, and plans to let pure electric vehicles bear 600,000 vehicles, Plug-in hybrid vehicles to bear 500,000-600,000 units, compared with last year are almost 1 times higher, if BYD continues to maintain the "open and hang" sales momentum, this goal does not seem to be too difficult.
Geely Automobile: 1.65 million units
Difficulty to complete: Normal
Geely Automobile has been the leader of China's private car companies in recent years, and Geely's model layout is also relatively balanced, the reputation is also good, although Geely's sales performance of 1.328 million vehicles in 2021 is still eye-catching, but it is still a distance from the target of 1.53 million vehicles it has formulated, which is already Geely has not completed the established sales target for two consecutive years, it seems to have entered a sales bottleneck period; now, Geely has raised its sales target to 1.65 million vehicles, although compared with the above Great Wall, Chery, BYD is more conservative, but because the sales of models that Geely can play have stabilized, the weakness of new energy cannot change for a while and a half, and Geely still has to work hard to successfully complete the sales target.
Xiaopeng Automobile: 250,000 vehicles will be guaranteed and 300,000 vehicles will be impacted
Difficulty to complete: Great
"Wei Xiaoli" is the representative of the new domestic car-making forces, and the route taken by the three is not very consistent, so the respective development space is still relatively large, in 2021, Wei Xiaoli three sales are suddenly 90,000 vehicles, but among them, Xiaopeng automobile reached 98155 vehicles, is the highest of the three, and the year-on-year increase of 263% is also the highest of the three, with this confidence, Xiaopeng for this year's sales to ensure 250,000 vehicles, impact 300,000 vehicles of the goal, to be honest, this goal has been some groundbreaking, After all, Tesla's sales in China last year were only 322,000 vehicles, although Xiaopeng has P7 and P5 two more popular models, this year there will be G9, plus the earliest G3, which can play a positive role in promoting the sales of Xiaopeng Automobile, but want to step over 200,000 vehicles and directly promote to the "super first-line" car-making new force camp, I personally believe that it is still very difficult.
Huawei: 300,000 vehicles
Difficulty to complete: Extremely large
If Xiaopeng Automobile's sales target is groundbreaking, then Huawei's sales target is a bit of a "fantasy". How did this goal come about? This is Huawei smart car BU Yu Chengdong said at the end of 2021, the original words are "with 1,000 stores to sell cars, (each store) sell 30 cars a month, you can sell 300,000 cars a year", according to the general manager, each store sells 1 car a day, 1,000 stores work together, more than 300,000 cars a year, this algorithm is really simple and intuitive. Huawei's confidence in saying this comes from its plan to sell 6 models under 4 brands in its stores, namely: AITO Inquisitor M5 (Extended Range Version), Cyrus SF5, Polar Fox αS HI Edition, Avita 11, as well as the planned Inquisitive M5 pure electric model and medium and large range extender SUV.
We know that Huawei does have quite a lot of stores in the country, and it is not difficult to come up with 1,000 renovations and upgrades to sell cars, but according to the previous progress, these 1,000 stores will not be able to get together until the end of this year; more importantly, although Huawei wants to sell the above 6 cars, in fact, at present, only the M5 expansion version of the Q&I, Cyrus SF5 has been "abandoned" state, the Polar Fox αS is not online, Avita 11, Q&I M5 pure electricity has not yet been mass-produced, In addition, the medium and large range extender SUV has not yet been mass-produced news, to put it bluntly, it is mainly used to ask the M5 extended range version to support most of the sales tasks, do you believe? I don't believe it anyway! And how attractive is the newly established brand of AITO? Comparable to Tesla? Take a step back and say it's comparable to "Wei Xiaoli"? There is a big difference between selling cars and selling mobile phones, and Huawei regards selling cars as an arithmetic problem, and it is still a bit simple to think.
Write at the end
For car companies, sales targets to stabilize or radical, which contains the hope of the market and their own encouragement, in the face of the uncertain 2022, the pain of lack of core has not passed, the epidemic factors can not be ignored, the stability of the global integrated circuit supply chain is still facing severe challenges, this is bound to be another year of joy and worry, and in which the car companies, who will live up to their flag, we wait and see.