A few days ago, we released the domestic terminal sales (insurance volume) TOP20 in January, of which 17 car companies saw a month-on-month decline in sales, and only three car companies achieved a month-on-month increase in sales.
Today, we specifically analyze why the sales of 17 car companies have declined month-on-month, while Beijing Benz, SAIC Passenger Vehicle and Chery New Energy have grown against the trend.
First of all, why did the sales of 17 car companies decline to varying degrees month-on-month?
We think there are four reasons for this:
1. In order to complete the annual sales target of 2021, most car companies have a momentum at the end of the year.
2, in 2022, the subsidy for new energy vehicles will decline by 30%, and many car companies released the signal of price increases in 2022 at the end of last year, prompting willing consumers to make early purchases and car company orders to release in advance.
3. The price increase of some car companies' models may lead to consumers who want to buy new energy vehicles to postpone their purchase and enter a wait-and-see state. At present, more than a dozen car companies have determined the price increase, including Tesla, BYD, Nezha Automobile, Extreme Kr, Xiaopeng and other mainstream car companies.
4. From the perspective of the sales trend of new energy vehicles in previous years, January and February are the sales off-season, especially February (affected by the Spring Festival holiday) is the trough of annual sales, and It began to pick up in March.
Auto analyst Zhang Xiang also said, "First of all, at the end of last year, car companies gave consumers a lot of preferential margins in order to rush sales, and many consumers overdrafted consumption in advance; secondly, the subsidy declined, resulting in consumers spending more money on the same car; third, because December is the peak sales season, and January itself is the sales off-season, and no one buys a car during the Spring Festival holiday, resulting in a decline in sales of car companies in January, which is a normal phenomenon." ”
Regarding the reasons for the decline in sales of car companies, we visited several car companies. Xiaopeng Automobile Public Relations said, "Based on the continuous increase in orders in hand and the annual growth expectations, Xiaopeng Automobile carried out a technical transformation of xiaopeng Zhaoqing base during the Spring Festival shutdown from the end of January to the beginning of February. Once the renovation is complete, a large number of on-hand orders brought into 2022 are expected to accelerate deliveries. ”
Changan New Energy related people said, "New energy subsidies decline, there will be a decline in January, coupled with batteries, chips and other issues have not been effectively solved." ”
The reason for the decline in sales of other car companies has not received a reply as of press time.
Why are the three car companies Beijing Benz, SAIC Passenger Vehicle and Chery New Energy growing against the trend?
According to the insurance volume data of the Ministry of Public Security, Beijing Benz will sell 11,563 terminals in 2021, of which 2,503 terminals will sell in December. In January, Beijing Benz sold 3,637 units, up 46.8% month-on-month.
Beijing Benz currently has four models on sale, of which Mercedes-Benz EQB sales of 202 units, up 274.1% month-on-month; Mercedes-Benz E 350 e L PHEV sales of 2,766 units, up 86.9% month-on-month; Mercedes-Benz EQA sales of 257 units, up 68% month-on-month.
The Beijing Benz EQB was officially launched at the Guangzhou Auto Show in November last year, priced at 437,800 yuan. The new car features the latest family-style design, and the biggest highlight is the 7-seat layout. It is also normal for Mercedes-Benz EQB orders to be released for only 2 months.
The Mercedes-Benz E 350 e L PHEV 2022 model was launched at the Shanghai Auto Show last year and sold for 521,900 yuan. Due to the Brand of Mercedes-Benz, this plug-in hybrid car sells relatively well in China. In foreign countries, due to the excessive sales, the Mercedes-Benz E-Class has stopped receiving orders.
The new Mercedes-Benz E-Class may be officially unveiled in the first half of 2023, followed by Beijing Benz. Mercedes-Benz EQC 350 4MATIC Special Edition was recently launched at a price of 509,800 yuan. The launch of the new car will help Beijing Benz sales reach a new high.
SAIC's terminal sales of passenger cars in January were 10,398 units, up 8.2% month-on-month. Clavi Clear sold 5,351 units, up 73.6% sequentially, and Roewe RX5 eMAX sold 331 units, up 81.9% sequentially.
At the end of 2021, the new Roewe RX5 eMAX was launched, launching a total of three models, and the price range after subsidies was 169,800-189,800 yuan. The reason for the rise in SAIC Passenger Cars is due to the launch of new models and the increase in sales of the main model, Clavi Clear.
Chery's new energy terminal sales in January were 13,983 units, up 4% month-on-month. As the biggest competitor of Hongguang MINI, Chery QQ Ice Cream reached 7,517 units in February alone, up 83.7% month-on-month, and the future is expected.
A few days ago, we learned from Chery New Energy that Chery QQ Ice Cream Special Edition - Tao Huan Xi will be listed in the second quarter of 2022. The launch of the new model has further enriched Chery New Energy's product camp and contributed to the rise in its sales.