In 2021, under the influence of chip shortages, the new crown epidemic and other factors, the global auto market has entered a dark moment, including Toyota, Ford, etc., car companies, have to choose to stop production lines. However, after entering 2022, many car companies are full of confidence in the auto market in the coming year and have put forward higher sales targets. For car companies, sales targets are not only a company's good expectations for the future, but also an important reference indicator for realistic operation. However, in the face of the unpredictable automobile market, can major car companies really achieve sales targets?
BYD
Annual sales target: 1.2 million units
Just entering 2022, BYD has ushered in a "opening red". According to relevant data, BYD's cumulative sales in January were 95,000 units, of which new energy models accounted for 98% of the total. According to official data, BYD's cumulative sales in 2021 were 730093 units, an increase of 75.4% year-on-year, of which the sales of new energy passenger cars reached 593,745 units, an increase of 231.60% year-on-year. Given its 2021 sales performance, BYD has set its 2022 sales target at 1.2 million units.
Brother Chu comments: For the sales target proposed by BYD, many industry insiders still think that they are conservative. Combined with the market's attitude towards new energy vehicles at this stage, domestic consumers have gradually liberalized their conservative attitude towards new energy vehicles, so bydir's monthly sales are expected to achieve substantial growth. In addition to the market's continued optimism about new energy vehicles, BYD is also very interesting in its product planning in 2022.
According to BYD's official display, in 2022, BYD will launch 10 new models including yuan PLUS, destroyer, and Han DM-i. It should be noted that since BYD Han and the DM-i super hybrid system have previously gained market recognition, it is expected that Han DM-i will be able to become BYD's new sales growth "engine" in a short period of time after listing. With the launch of several new models and the increasing recognition of existing models, IT seems that it will not be difficult for BYD to achieve its sales target of 1.2 million vehicles in 2022.
Great Wall Motors
Annual sales target: 1.9 million units
With the establishment of the tank brand and the increasingly perfect product matrix of euler and other brands, Great Wall Motors has attracted everyone's attention in the past 2021. According to the data, Great Wall Motor's cumulative sales from January to December 2021 were 1.28 million units, an increase of 15.2% year-on-year. Based on Great Wall Motor's excellent sales performance in 2021, Great Wall Motor has set a sales target of 1.9 million vehicles in 2022, which also means that Great Wall Motor needs to achieve 48% growth in 2022.
From the perspective of the current sales structure of Great Wall Motors, the Haval brand is still the sales pillar of Great Wall Motors. However, it should be noted that although the Haval brand has an absolute advantage in the SUV market, from the sales performance of 2021, we can clearly see that the sales of Haval H6 have declined to a certain extent, including BYD Song, Changan CS75 and other models are impacting their original hegemonic position and eating away at their original market share. In this context, Great Wall Motors may choose to stabilize Haval's basic disk and deliver the task of achieving sales growth to brands such as Tank, Euler, and Weipai.
According to the data, the Sales volume of the Euler brand in 2021 was 135,000 vehicles, an increase of 140% year-on-year; the cumulative sales of Wei brand in 2021 was 58,363 vehicles; and the tank brand delivered 85,588 vehicles in 2021. Judging from the performance of the above three brands, they all have great potential for development, for example, the Euler brand is not difficult to achieve annual sales of 200,000 vehicles in 2022 while maintaining the existing growth rate. In addition to Euler, the popularity of tank brands has always risen at a high speed, and with the addition of new models such as tank 500, it is expected that the sales of tank brands can be greatly increased. As for Weipai, after mocha DHT-PHEV and other models have entered the market one after another, or successfully strengthened its positioning as a "high-end, luxury" SUV brand, sales will also usher in new growth.
Compared with the above four brands, although the Great Wall pickup truck has a strong brand influence in the market, because the pickup truck restriction policy has not been further liberalized, it is still very difficult for the Great Wall pickup truck to get a substantial growth in the domestic market. Of course, Great Wall Motors may be able to get further growth in overseas markets. According to relevant data, the cumulative sales of Great Wall pickup trucks overseas in 2021 were 43,599 units, an increase of 119% year-on-year. On this basis, the export volume of Great Wall pickup trucks may usher in a substantial increase.
It is worth mentioning that the salon car incubated by Great Wall Motors also has strong development potential, after all, the luxury pure electric car market is still in the blue ocean market, which can bring the required development space for the brand. However, The first model of Sharon Motors is a limited edition model, so Sharon Motors is still difficult to become a new sales growth engine for Great Wall Motors. In general, if Great Wall Motors wants to achieve new sales growth in 2022, it means that the three brands of Weipai, Tank and Euler need to jointly undertake the task of increasing sales of more than 500,000 vehicles.
Geely Automobile
Annual sales target: 1.65 million units
As a leader in its own brands, Geely Automobile's cumulative sales in 2021 were 1.328 million units, completing 86.8% of the annual sales target. Regarding the reasons why Geely Automobile did not complete the annual sales target, Geely's official reply was: "In view of the shortage of parts during the year, Geely did not complete the sales target. Although the overall automotive industry is still shrouded in the "haze" of chip shortage after entering 2022, Geely Automobile has set a sales target of 1.65 million units in 2022. From the data alone, Geely Automobile's sales target for 2022 is only 322,000 units compared with the cumulative sales in 2021, and it seems that the difficulty of completing the target is not great.
Brother Cylinder Comments: To be honest, the problems faced by Geely Automobile are similar to those faced by Great Wall Motors, and the original main brand is facing the pinch of other opponents in the market. However, compared with Great Wall Motors' focus on SUV fields, Geely Automobile is better able to spread the pressure to the sedan market and the SUV market, and has a more flexible response capability. Specifically, the sales of the Emgrand family, the Boyue family and the Envision family, which were once popular under the Geely brand, have shown a small negative growth, and it is not easy to achieve a substantial increase in sales. Combined with Geely Automobile's new car planning, with the renewal of Geely Emgrand L, the Emgrand family has been fully optimized, which may be able to alleviate the negative sales growth for the Geely brand, and even achieve new growth. However, Brother Cylinder always believes that if Geely Automobile wants to achieve its sales target of 1.65 million units in 2022, it will pin its hopes on brands such as the "China Star" series, Lynk & Co, Extreme Kr, and Geometry.
As the key to the upward development of the Geely brand, the total sales of the "China Star" series in 2021 exceeded 210,000 vehicles, accounting for 16% of sales. Specifically, at present, the monthly sales of Xingrui have stabilized at more than 10,000 vehicles, and the sales of Xingyue L are rising, especially the Xingyue L Thunder God Intelligence Engine Hi · After the X opened the pre-sale, the sales of the "China Star" series increased steadily. It is understood that Geely will be based on the Thunder God Intelligence Engine HI · X launched a number of hybrid models, thereby improving Geely's transition to electrification.
Compared with the Great Wall Wei brand, Lynk & Co, which was founded at almost the same time, seems to be more favored by the market. According to relevant data, the cumulative sales of the Lynk & Co brand in 2021 were 220516 vehicles, an increase of 25.68% year-on-year, and the sales volume accounted for 17%. It should be noted that after the opening of the "European Plan" and the "Asia-Pacific Plan", the export volume directly led to sales growth, and it is expected that Lynk & Co is expected to hit 300,000 units in 2022.
In terms of new energy, due to Geely Automobile's focus on methanol vehicles in the early stage, the focus on pure electric vehicle models was insufficient, so in the past few years, most of Geely Automobile's new energy models belonged to the "oil to electricity" model, which seriously affected geely Automobile's expansion in the field of new energy vehicles. However, with the reshaping of geely automobile's geometric brand and new energy products, Geely automobile has won consumer recognition in the field of new energy vehicles. According to Geely Automobile's planning, through the modification of geometry A and geometry C, it is expected to attract orders from the online car market and lay the foundation for the subsequent development of geometric cars.
Since the layout of Geely Automobile in the field of new energy vehicles is mentioned, then Extreme Kr Automobile has naturally become the focus of discussion. It is understood that ZEEKR 001, which has been delivered since the end of October 2021, has delivered a total of 6,000+ units as of the end of December. Compared with the high-end electric vehicle brands under most traditional car companies, the performance of Extreme Kr is still very eye-catching. However, due to the relatively short time since the establishment of Krypton, it has undergone many tests in the market during the delivery period. In this regard, Brother Cylinder believes that Extreme Krypton still needs to continuously improve its own product and service system, so as to win the recognition of the market, and as consumers, we also need to give it a certain amount of time to optimize. Returning to the sales target, Extreme Kr, as a new "masterpiece" of Geely Automobile, may become a key sales growth point of Geely in recent years.
Chery Automobile
Annual sales: 1.5 million to 2 million units
In the impression of the people, Chery is like an "engineering man", maverick and focused on technology. According to relevant data, Chery Group's cumulative sales volume in 2021 was 961926 vehicles, of which the cumulative sales volume of Chery brand was 656846 vehicles (including exports), achieving a year-on-year increase of 46.3%; the cumulative sales of Jietu was 154077 vehicles; and the cumulative sales of Xingtu were 31,755 vehicles. Based on the above sales performance, Chery Automobile has set an annual sales target of 1.5 million to 2 million units.
Brother Chu comments: For Chery, 2021 is a key year for sales, revenue, and word-of-mouth to take off, and Chery, Xingtu, etc. have excellent performance. In this context, Chery Automobile is expected to usher in a new sales explosion in 2022, but whether it can achieve the expected sales target remains to be studied. Specifically, in terms of Chery brand, Brother Cylinder expects Chery to pin its growth points on Chery's new energy models, QQ ice cream, small ants, etc. or carry a sales target of about 300,000.
According to Chery's new car plan, Jietu has announced a new product matrix plan, which will launch Jietu X-1 this year and is expected to be listed within this year, while the first model of The Jetto E sequence, T-1, is expected to be listed in 2023. In addition to Jietu, Chery may focus on the OMODA sequence and Kaiyi Automobile, hoping to achieve new sales growth. It is worth mentioning that Chery's self-developed Kunpeng hybrid DHT technology has been successively installed in vehicles, or has become a key technology for Chery's expansion into the new energy vehicle market.
summary
After seeing the various brands release sales targets for 2022, Brother Cylinder remembered a word, "steady and far-reaching". The higher the wind and waves, the more stable the driving. Perhaps 2021 is an extremely difficult year for all car companies, but after 2021, the auto market has gradually shown signs of "a hundred contending". Perhaps in the eyes of many people, the target sales of independent brands are slightly higher, but at this time, we should choose to believe and give car companies enough confidence in development.