Author 丨 Li Sijia
Responsible editor 丨 Cao Jiadong
Edit 丨 Chic
Market Overview: In January, its own brands surpassed joint venture brands for the first time with a good record of creating history, becoming the main driving force in China's automotive market. Compared with the soaring independent brands, the overall trend of the joint venture brands is weak and the performance is flat.
The main reason for this is that the joint venture brand is more seriously affected by the epidemic and the lack of core, and the continuous rise of independent brands has really threatened the living space of the joint venture brand, especially the waist and tail joint venture brands.
The squeeze on living space means increased competition. On the one hand, the top-ranked companies need to continuously increase their sense of existence in the downturn, on the other hand, the tail brand is disappearing in desperation, and the Matthew effect of the joint venture brand is fiercely staged.
Volkswagen still topped the list, with Langyi and Tiguan L performing prominently, putting Volkswagen ahead of second-place Honda with total sales of 227,900 units in a single month. The reason why Honda can successfully "pull Toyota off the horse" is mainly because its CR-V and Honda Binzhi are back on track, while Toyota's main model Toyota RAV4 Rongfang is slightly underheated.
In addition, Audi, Buick, Tesla, Mercedes-Benz and Chevrolet all rank in the top ten, but their monthly sales are less than 70,000 vehicles, especially Chevrolet, and the gap between the top nine is very large. With Chevrolet as the boundary, it is revealed that the joint venture brand shows a two-level differentiation trend.
At the same time, in the context of the rapid growth of the new energy market, because the joint venture brand is generally in the early stage of electrification transformation, the product layout is relatively small, and the sales volume of traditional fuel vehicle products that the joint venture brand is good at has been compressed to a certain extent.
At the same time, in January this year, the penetration rate of the new energy market came to 16.6%, an increase of 10 percentage points over the same period last year, and it is foreseeable that the market share of mainstream joint venture brands this year, especially the new energy market, may be further compressed.
After all, the monthly penetration rate of Chinese brands is as high as 31%, 10.2% of new energy vehicles for luxury vehicles, and only 2.5% of new energy vehicles for mainstream joint venture brands. Therefore, new energy models such as Volkswagen relying on the ID. series may show an advantage in this year's joint venture brands.
