At the beginning of 2022, various car companies have handed over their first report cards of the new year, and the new pattern of competition among car companies in the Year of the Tiger has gradually opened.
According to data from the Association, mainstream joint venture brand retail sales of 860,000 units in January, down 17% year-on-year and down 7% month-on-month. Among them, the retail share of Japanese brands was 19.2%, down 2.2 percentage points year-on-year; the share of German brands was 23.5%, down 2.3 percentage points year-on-year; the retail share of the Us market reached 8.2%, down 1.2 percentage points year-on-year; and the market share of French brands increased by 0.1 percentage points due to the low base of the same period last year. The retail sales of self-owned brands were 940,000 units, an increase of 11% year-on-year. In January, the domestic retail share of independent brands was 45.5%, an increase of 6.4 percentage points year-on-year. Independent brands have been singing and marching forward, and even overpowered the limelight of joint venture car companies.
The main reason for the decline in the market share of joint venture brands is the increase in new energy vehicles. Last year, the sales scale of new energy vehicles in China reached 3.521 million units, an increase of more than 160% year-on-year. In January, the penetration rate of independent brand new energy vehicles has reached 32%, and the penetration rate of mainstream joint venture brand new energy vehicles is only 2.7%. On the one hand, because most of the joint venture car companies have not enjoyed the dividends of the rapid growth of the new energy vehicle market, they are generally still in the early stage of electrification transformation, and the decline in fuel vehicle sales has also led to a decline in the overall sales of joint venture car companies; on the other hand, the joint venture car companies are more seriously affected by the shortage of chips than independent car companies, and the shrinkage of production capacity affects production and sales in January. Popular models have been in a low inventory state for a long time, and some market share has gradually been divided by independent brands.
Under the double squeeze of luxury brands constantly exploring and independent brands rising, the domestic automobile market has quietly changed, and today's head joint venture car companies can no longer "cover the sky with one hand", and second-tier joint venture car companies are gradually becoming "small transparent", and the differentiation is more serious.
Judging from the wholesale sales of the joint venture brand in January, the performance is also different from cold and warm, and the north and south Volkswagens have risen and fallen year-on-year. Faw-Volkswagen, although firmly ranked as the top passenger car manufacturer, fell by 15% year-on-year, which should sound the alarm bell. SAIC Volkswagen rose 51.7% year-on-year, but it was inferior to Changan Automobile. GAC Toyota rose 11.2% year-on-year, while FAW Toyota fell 37.9% year-on-year.
Next, let's analyze the sales performance of joint venture car companies in January one by one:
1. FAW-Volkswagen
Jan:182977 YoY: -15%
Y:182977 YoY:-15%
Although FAW-Volkswagen experienced a year-on-year decline of 15%, it still ranked first with the strength of the three major brands and huge market share. Wholesale data shows that in January, jetta brand sales exceeded 16,000 units, up 16.3% year-on-year; Volkswagen brand sales were 103,000 units, down 14.4% year-on-year; audi brand sales were 62,000 units, down 21.6% year-on-year.
Sagittarius, Bora, Maiteng and other established models are still the pillar of FAW-Volkswagen's sales, but they have all fallen sharply year-on-year. Among them, Sagitar sales were 26,341 units, down 28.7% year-on-year; Bora sales were 18,521 units, down 48.5% year-on-year; Magotan sales were 16,452 units, down 32.5% year-on-year; and Tange was up 147.6% year-on-year, with sales of 12,187 units. The main model in the SUV market, Tanyue, used to maintain an average monthly sales of more than 10,000, but after the impact of the particle trap incident, it is currently cold in the SUV market, with sales of 9510 units. At the same time, the problems of abnormal noise and setbacks of the dual-clutch gearbox carried by Magoten and Sagittarius have also been complained about.
The Audi brand also performed mediocre this month, and Audi was plagued by the supply of semiconductor chips and was unable to deliver the vehicle to the customer in time, which further affected terminal sales.
2. SAIC Volkswagen
Jan:130607 YoY: 51.7%
Um.130607 YoY:51.7%
SAIC Volkswagen truly achieved a "good start", with sales up 51.7% year-on-year in January. Specifically, the popular car product Langyi family sold 45524 units, and Passat handed over a report card of 15399 vehicles. Langyi can be described as SAIC Volkswagen's "fixed sea god needle", and also won the second place in sales in the car segment in January. In the SUV family, Tiguan sold 18,502 units and Tuyue sold 8,452 units.
In terms of new energy, under the influence of the mainland's "double carbon" goal, SAIC Volkswagen has launched three new cars in 2021, ID.4X, ID.6X and ID.3, and the cumulative wholesale sales of the ID. family this month exceeded 7,000 units, of which the highest ID.4X sales volume was 4088 units. At the same time, the Skoda brand also increased by 625% year-on-year, helping SAIC Volkswagen win the second place in the sales volume of the joint venture brand. It is reported that this year, SAIC Volkswagen will launch a new Lingdu L, New Weiran, New Langyi and New Tuang X to improve the product layout. Although sales are good, in the face of rising independent brands, the challenges facing SAIC Volkswagen, which is still on the road of transformation, are still severe.
3. Dongfeng Nissan
Jan:126069 YoY: 3.6%
Cumulative:126069 YoY:3.6%
Dongfeng Nissan surpassed SAIC-GM and rushed into the camp of the top three joint ventures, rising steadily. At present, Dongfeng Nissan includes three major brands of Nissan, Venucia and Infiniti, but the sales of Venucia and Infiniti are not good, and their contribution to Nissan's sales is weak. Brand sales in January were 112068 units, down 3% year-on-year. Specifically, the main force of the car is still Xuanyi and Tianlai, and the sales volume of the intermediate car is 17571, an increase of 24.1% year-on-year. Xuanyi is still half of Nissan' country, and also won the first place in the car market in January, and the Xuanyi family sold more than 60,000 vehicles in January, an increase of 5.5% year-on-year. The sales volume of the main Qashqai in the SUV field was 24732, an increase of 34.7% year-on-year. As Nissan's former sales hero, The sales of X-Trail are still difficult to improve, and the reason is that it is equipped with a three-cylinder engine to take it off the altar after the replacement. Secondly, the wholesale sales of venucia brand were 14,001 units, an increase of 126.3% year-on-year. Among them, the highest sales volume is venucia big V, with 6310 units sold.
4. SAIC-GM
Jan:110007 YoY: -15.4%
Y:110007 YoY:-15.4%
SAIC-GM was at a bad start to the Year of the Tiger, with January sales down 15.4% year-on-year. It is worth noting that this is also SAIC-GM's 9 consecutive months of year-on-year decline. SAIC-GM, which mastered the "traffic password" of the Winter Olympics, lost the "sales password". Part of the reason is that the sales volume of some of the main products of its brands has fallen sharply. Among the sales composition of SAIC-GM, the Buick brand undoubtedly contributed the most, but in January, the Buick brand sales were 61,967 units, down 28.7% year-on-year. Among them, the highest-selling Uncovi sold 10,538 units in January, down 34.1% year-on-year; the new Yinglang sold 6,435 units, down 76.5% year-on-year; and the Buick GL8 sold 17,859 units, up 0.4% year-on-year. The main hot products have declined to varying degrees. It is understood that at the dealer level, Yinglang has a preferential price of up to 30,000-40,000 all year round, and the Buick brand is more accustomed to the strategy of "exchanging price for volume", but in terms of results, the effect is not obvious.
Secondly, the luxury brand Cadillac under the SAIC-GM system handed over 22,217 units, down 4.2% year-on-year. Compared with the decline of the Buick and Cadillac brands, the Chevrolet brand sold 25,823 units in January, up 29.3% year-on-year. The main theme of SAIC-GM in the past two years is to continue to transform into the field of electric intelligence, and in fact, the pace of SAIC-GM's transformation is still unsatisfactory. However, SAIC-GM officials also said that in 2022, it will accelerate the comprehensive transformation, and in the field of new energy, Buick and Chevrolet's new energy products based on the Aoteneng electric vehicle platform will be unveiled one after another.
5. GAC Toyota
January:99900 YoY:11.2%
Cumulative:99900 YoY:11.2%
GAC Toyota's performance in January was also relatively gratifying, with a year-on-year increase of 11.2%. Among them, Toyota Veranda models achieved sales of 17,483 units, an increase of 42.5% year-on-year; mid-size SUV "pillar" Toyota Highlander achieved sales of 13,189 units, an increase of 14.7%; the B-class car market Camry played a stable role, with sales of 28,023 units in January, ranking fourth in the sedan segment. The MPV Sena released in 2021 also received sales of 5399 vehicles.
In terms of product structure, with the addition of the new car Fenglanda, the current GAC Toyota SUV camp has reached 5 models, covering different levels such as small to medium and large. At the same time, in the field of new energy, GAC Toyota, which has mastered hybrid technology, has launched many hybrid models, but the pure electric vehicle camp is slightly monotonous, with only C-HR EV and iA5.
6. BMW Brilliance
January:79087 YoY:8.4%
Cumulative:79087 YoY:8.4%
In january, in the context of a year-on-year decline in luxury cars, BMW Brilliance bucked the trend. As one of the three giants of luxury brands, January's performance can be described as extremely eye-catching, and it has also squeezed into the top ten of manufacturers' sales for the first time. The BMW 5 Series and BMW 3 Series are models with better sales performance, both squeezed into the top 15 sales in the car segment. The BMW 5 Series is the absolute mainstay, with sales of 20,579 units, up 20.7% year-on-year; BMW 3 Series sales of 18,841 units, down 7.3% year-on-year; BMW X3 sales of 18,657 units, up 34% year-on-year. It is understood that BMW Brilliance X5L will be mass-produced and listed within the year, becoming the first domestic medium and large SUV in the BBA.
7. GUANGQI Honda
January:78489 YoY:1.1%
Cumulative:78489 YoY:1.1%
Guangqi Honda's sales performance is still relatively stable in the Spring Festival in January, epidemic invitations and other environments. At present, Guangqi Honda has built a perfect "sedan + SUV" product matrix. Among them, the Accord in the field of cars in January received sales of 17601 vehicles, ranking the forefront in the middle and high-end sedan market; the new Fit sold 8937 vehicles, an increase of 105.3% year-on-year; and the new model grid focusing on the young market handed over 9215 vehicles, although the market time is short, but the sales volume is the best proof of product strength. In the field of SUVs, the three major SUV fist products Binzhi, Haoying and Guandao sold 18395, 11579 and 2351 units respectively. The Odyssey in the MPV field has sold 4488 units, and since last year, the Odyssey has achieved 100% hybrid sales.
According to reports, in 2021, Guangqi Honda focused on the construction of the electrification system and released the first pure electric vehicle model of the e:N series, e:NP1. In 2022, starting with the e:NP1 listed in the first half of the year, GAC Honda's electrification business will accelerate "full power".
8. Dongfeng Honda
January:77385 YoY:7.3%
Cumulative:77385 YoY:7.3%
Looking at the domestic SUV market, Dongfeng Honda CR-V has always been a star model, and it is also the sales responsibility of Dongfeng Honda, with sales of 25,595 units in January, down 2% year-on-year. Today's compact SUV market is becoming more crowded, and many models are heavily equipped with internal rolls, and the CR-V's aura is no longer as bright as it once was. Dongfeng Honda's XR-V, another SUV model with better sales, sold more than 17,000 units in January, an increase of 2.9% year-on-year. As a compact family sedan, Honda Civic has always been favored by consumers in the domestic market, selling 16,019 units in January, an increase of 18.4% year-on-year. Of all the models in its class, Civic's performance in terms of power is particularly prominent. In terms of the layout of the electrification market, although Dongfeng Honda has an M-NV pure electric vehicle on sale, it is still a bit thin compared with competitors such as Volkswagen.
9. Tesla China
January:59845 YoY:216.1%
Cumulative:59845 YoY:216.1%
As a hot new energy brand in China, Tesla's performance has been outstanding. But among the nearly 60,000 vehicles, the amount exported to Europe is as high as more than 40,000, accounting for 80% of the total, while the number of real delivery to Chinese users is only 19,346. As the key for Tesla to undertake the two major markets in Asia and Europe, the Shanghai factory has exported a large number of products to European countries and is Tesla's main export hub. Specifically, model Y sold 33,297 units, and Model 3 sold 26,548 units. With the surge in orders, it was also rumored that Tesla would build a second factory in Shenyang, China, but officials quickly said the news was untrue. At the latest meeting, Tesla also reiterated its target of 50% annual production growth. Musk also said that "there will be no new models in 2022, and the main task at present is still to expand production capacity, and it is expected that the annual production growth rate will exceed this figure."
10. Beijing Benz
Jan:53800 YoY:-16.4%
Cumulative:53800 YoY:-16.4%
Compared with the positive growth of BMW Brilliance, Beijing Benz's January sales fell by 2.5% year-on-year. The Mercedes-Benz GLC in the SUV segment remained solid, with January sales of 18,211 units, up 17.5% year-on-year. The Mercedes-Benz E-Class in the sedan field also performed well, with sales of 15,735 units, up 5.6% year-on-year. In contrast, the Mercedes-Benz C-Class, as a new model with the same interior of the S-class, sold only 3,921 units in January, down 74.9% year-on-year. Specifically, Mercedes-Benz EQB sales in January were 564, EQC sales were 447, and EQA sales were 361. The cumulative sales of the three models on sale in January only exceeded 1,000 units. The EQA and EQB models have only been on the market for a few months, and the lack of sales is understandable. The EQC has a high price and low cost performance, and its competitiveness in the pure electricity market is not strong, and it has also been recalled due to quality problems, and the decline in sales is also reasonable.
11. FAW Toyota
Jan:51452 YoY:-37.9%
Cumulative:51452 YoY:-37.9%
FAW Toyota's sales plummeted, or it was greatly affected by the epidemic in Tianjin a few years ago, and the Toyota Tianjin joint venture plant was shut down from January 10 to 21 due to the shutdown and containment measures of the epidemic. The plant produces models including Vios, Corolla, Crown Land, Asia Dragon and Asiatic Lion. Sales of major products also fell sharply, with the Corolla selling 12,645 units in January, down 66% year-on-year, and the Asia Dragon sales of 12,322 units, down 19.9% year-on-year. The RAV4 sold 14,172 units, down 27.5% year-on-year. The decline in core products to varying degrees has also led to a serious overall decline in FAW Toyota. However, the epidemic factor is only short-term, and it is worth waiting to see how FAW Toyota's subsequent sales performance will be.
12. Changan Ford
January:24769 YoY:-17%
Cumulative:24769 YoY:-17%
Changan Ford showed an upward trend year-on-year throughout 2021, but showed a downward trend in January this year. Among them, the sales volume of the three models of the Lincoln brand totaled 6700 units, down 10.8% year-on-year. Ford brand sales in the Fields of Ford, Focus, Mondeo and SUVs all fell to varying degrees. Forres sold 3,722 units, down 60% year-on-year. Ruiji, the highest-selling SUV, sold 4,416 units, down 2.6% year-on-year. However, it is understood that this year Changan Ford will launch a number of heavy models, including a new generation of Mondeo, a new generation of explorers, a new generation of sharp edges, a new generation of Fox, the most concerned new Focus will be replaced by four cylinders, is expected to be stronger than the current model. The launch of new products may turn the decline of Changan Ford and bring new sales growth points.
13. Beijing Hyundai
Jan:24056 YoY:-40.1%
Cumulative:24056 YoY:-40.1%
In the Chinese market, the Korean car company seems to have lost its way and is not satisfied. Beijing Hyundai's sales, which have been declining, are getting closer and closer to the edge of the market. Specifically, the Elantra sold 7211 units in January, the Hyundai ix35 sold 5960 units, the TUCSON L sold 4198 units, and the Custo sold 2462 units. Several models from the Chongqing plant have sold negligible sales. Under the sluggish sales volume, the first plant of Beijing Hyundai has been sold to the ideal car. In order to save the situation, Beijing Hyundai has also taken a series of rescue measures, launching a new version of Fiesta Electric, a new generation of Sonata, a new generation of Elantra, Kustu and other blockbuster new cars, but it has not yet reversed the decline.
14. Changan Mazda
January:18147 YoY:53%
Cumulative:18147 YoY:53%
As a Japanese brand that once dominated the Chinese auto market, in recent years, Mazda's life has not been as good as before. Judging from the January sales data, Mazda3 Onxella sold 13,157 units in January, up 56.5% year-on-year, driving the overall sales of Changan Mazda. The sales of the Mazda CX-5 and Mazda CX-30 are 2717 and 2089 units, respectively, and the proportion of sales is not high. It can be seen that Mazda's sales are basically supported by Mazda 3 Onksela, and sales account for up to 73%. Once there is a problem with this car, mazda's overall sales will naturally decline sharply. With the merger of north-south Mazda, Changan Mazda has not yet created a blockbuster model. However, according to the product plan, Changan Mazda will launch 5 hybrid models, 5 plug-in hybrid models and 3 pure electric vehicle models in multiple regional markets from 2022 to 2025. Can Changan Mazda's long-overdue new energy layout bring it back to its glory?
15. Volvo Asia Pacific
January:16777 YoY:-6.7%
Cumulative:16777 YoY:-6.7%
When it comes to Volvo, the first keyword that comes to mind is safety, but safety does not equal quality. In this era of extremely high safety standards in the luxury car industry, Volvo's safety seems to be no longer a selling point that can be played. In January, Volvo Asia Pacific sold only 16,700 units, down 6.7% year-on-year. Although affected by the epidemic, the sales of luxury brands have shown an upward trend in recent years, and Volvo is tired. Specifically, volvo XC60 and Volvo XC40 sold 6683 and 2007 units respectively, down 15.7% and 32.4% year-on-year. The Volvo S90 and Volvo S60L in the car segment sold 3928 and 4159 units respectively, down 8.5% year-on-year, while the Volvo S60L, as the only model with positive year-on-year growth, increased by 49.3%.
However, in terms of electrification, Volvo is full of determination, and all products have achieved electrification layout, including pure electric vehicle models and plug-in hybrid models.
16. Dongfeng Yueda Kia
January:13780 YoY:-22.8%
Cumulative:13780 YoY:-22.8%
In November 2011, Dongfeng Group sold its 25% stake in Dongfeng Yueda Kia, and the South Korean brand's poor performance in January this year can't help but worry about its future path. At present, the best-selling model of Dongfeng Yueda Kia is Huanchi, but the sales volume is only 3361 units. The sales volume of the SUV is 1942 units, while the flagship sedan K5, which only achieved 754 units in January, kia K5 has just been replaced, and it has deliberately taken a Chinese name - Kaiku, but from the sales performance, this practice of pleasing the Chinese market has not achieved corresponding results.
17. DPCA
Jan:13001 YoY:85.3%
Cumulative:13001 YoY:85.3%
After four years, DPCA sold more than 13,000 units in its first month, up 85.3% year-on-year. As the "engine" of Dongfeng Dragon Automobile to increase sales, the Versailles C5X can be said to be indispensable. With 4,512 units sold in January, it is a well-deserved pillar of sales. Although the sales performance with other head joint venture brands is not outstanding, it is a certain progress compared to DPCA, and versailles C5X will also be the booster of DPCA's Jedi turnover. However, compared with the performance of fuel vehicles, the development of new energy of DPCA is still slow, and the sales of new energy models launched are only a few and dozens of sales, and the contribution to the overall sales is almost negligible.
18. Fujian Benz
Jan:3815 YoY:-6.3%
Cumulative:3815 YoY:-6.3%
Compared with Beijing Benz, Fujian Benz only produces MPV models, and the only models currently on sale are V-Class and New Vito. January sales were 2,157 units and 1,658 units, down 11.8% y/y and 1.9% y/y. Too single product lines have also led to a flat sales performance of Fujian Benz. It seems that compared with commercial vehicles, cars and SUVs and other models are mercedes-Benz's "preference".
19. GAC Mitsubishi
Jan:3805 YoY:-29.5%
Cumulative:3805 YoY:-29.5%
As a veteran joint venture car company, GAC Mitsubishi narrowed its decline in January. The highest-selling model, Orlander, sold 3,320 units, down 17.7% year-on-year, and was the mainstay of GAC-Mitsubishi's sales. Sales of Yige and Xinjinxuan were 133 and 304 respectively, down 72.5% and 65.6% year-on-year. The newly launched pure electric SUV Attuco sold 48 units, the market time is not long, and the current sales volume is still not enough to reflect the competitiveness of the product. In order to strive for sales to pick up, the new Outlander will also be listed this year.
20. Jiangling Ford
January:3578 YoY:54.8%
Cumulative:3578 YoY:54.8%
Jiangling Ford, which is ready to do a big job in the passenger car industry, ushered in the first blow. Although sales rose year-on-year, the sales of the model industry, which is the pillar of sales, declined, and only 1806 units were sold in January, down 15.1% year-on-year, and Lingyu only sold 1568 vehicles, and sales were smashed. The models launched by Jiangling Ford are difficult to get rid of the label of "labeled" models. Sluggish sales, low product strength, Jiangling Ford to rely on what to turn over?
21. Chery Jaguar Land Rover
Jan:3042 YoY:-45.6%
Cumulative:3042 YoY:-45.6%
The Land Rover brand, the pillar of Chery Jaguar Land Rover sales, sold 1,893 units, down 42.3% year-on-year, and also led to a decline in overall sales in January. It was found that the Sport and Range Rover Evoques sold only 1163 and 730 units. Sales of the main products fell to varying degrees, resulting in chery Jaguar Land Rover sales almost to the waist. At the same time, Jaguar's brand awareness is low and there is no support for high-end models, and it is gradually marginalized by the market. Chery Jaguar Land Rover, which is gradually lagging behind in the sales of luxury brands, is also difficult to compete with mainstream brands in the joint venture brand.
22. GAC FCA
January:1724 YoY:-31.1%
Cumulative:1724 YoY:-31.1%
In January, GAC FCA sold less than 2,000 vehicles, with only 1,700 Grand Commanders and 24 Free Light vehicles. How long can GAC FCA Jeep, which has been so depressed, last in the domestic market? How many Chinese sentiments can the advertising slogan "Not all jeeps are called Jeep" evoke?
23. Dongfeng Infiniti
Jan:1054 YoY:446.1%
Cumulative:1054 YoY:446.1%
With such a large year-on-year increase, sales have only exceeded 1,000 vehicles, and as a second-tier luxury brand, Infiniti's long-term sales have ranked at the bottom. In December last year, Infiniti focused on launching a new generation of QX60, but the thousands of selected spokespeople went wrong and urgently terminated the contract, which was really bad luck. Not long ago, Dongfeng Motor also announced that Dongfeng Infiniti will be included in dongfeng Nissan's management system as an independent business unit, which also means that Dongfeng Infiniti will start a new start. Poor brand marketing coupled with frequent quality problems, despite the halo of luxury brands, Infiniti is also difficult to survive independently.
24. Zhengzhou Nissan
January:565 YoY:-
Cumulative:564 YoY:-
Once Zhengzhou Nissan, it is well-known in the field of commercial vehicles. Looking back at today, Zhengzhou Nissan only has 565 Xiaohu models in January sales, and the former main models include Nissan NV200, Shuaike two cars and Dongfeng Fengdu MX5, MX6 two SUV models have no sales results. Old models and slow product replacement are the reasons why Zhengzhou Nissan was thrown out.
25. DS China
January:55 YoY:1.9%
Cumulative:55 YoY:1.9%
Although there are only 55 sales results, DS China is still struggling to support. As a legal system, it is already an "original sin" and has been sold to Baoneng, and its image in the hearts of the Chinese people has declined somewhat.
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