In March, the sales of various manufacturers have been announced one after another, compared to Tesla, BYD and other new energy vehicle companies, the Japanese car companies that have always been stable have encountered Waterloo, in addition to GAC Toyota have ushered in a sharp decline in sales, chip problems have been greatly alleviated at the moment, and then it is obviously inappropriate to use it as an excuse, so why do Japanese cars seem to be abandoned by consumers overnight?
First of all, let's look at the sales performance of Japanese manufacturers:
Toyota
GAC Toyota sold 88,048 units in March, up 26.9 percent from last year, and is the only Japanese manufacturer to record positive sales growth. Looking at the list of GAC Toyota's models, you will find that its "explosive" models are too many, The sales of Leiling, Camry and Highlander are the best in the same class, but the growth of GAC Toyota's sales depends on the two new cars of Fenglanda and Saina, in March Fenglanda sold 7190 units, Xena also had 6444 units of contribution, especially Xena, which was collectively boycotted by consumers at the beginning of the listing because of crazy price increases, and now it can be mentioned at a fair price in many regions, which has ushered in a substantial increase in sales , only 1395 fewer than the Buick GL8, the above models can fully support GAC Toyota to live a good life.
FAW Toyota's sales performance is much bleaker, only sold 58239 units in March, down 17.3% year-on-year, compared with GAC Toyota, FAW Toyota's representative models are much less, Corolla and RAV4 Rongfang are still the backbone, but the sales of Asian Dragon and Crown Landplay have declined a lot, the monthly sales of Asian Dragon 7457 units are even less than in February, and the sales volume of Crown Landfang is also lower than that in February, if there is no Corolla Ruifang contributing 5003 units, FAW Toyota's sales will be even more ugly.
Honda
Gaqi Honda sales fell by 28.9% in March, sales exceeded 10,000 units of only two models of Accord and Binzhi, of which the monthly sales of Binzhi 10,989 units will only break 10,000 units, the reason for the decline of Gac Honda is also due to the downturn of Fit, Haoying and Guandao three models, especially the "king of cars" Fit, which has no momentum of killing four parties that year.
Dongfeng Honda is more miserable, sales volume rebounded sharply by 36.9% year-on-year, CR-V performance is quite normal, 15624 units were sold in March, the ace model XR-V and Civic have dragged their legs, the monthly sales of XR-V 9056 units have been the fourth consecutive month of sales decline, the replacement of the Civic does not seem to be recognized by consumers, sales are also declining, march 8309 units of performance has been the worst performance in 7 months, once again verifying Honda's sales of next generation cattle.
Nissan
Dongfeng Nissan only sold 67159 new cars in March, down 33.5% year-on-year, of which Xuanyi accounted for 30240 units, Tianlai sold 11679 units, Qashqai also had 11446 units of contribution, the best of the rest of the models sold was Qida, 2780 units of sales to the entire Dongfeng Nissan almost no big contribution, the new Qijun given high hopes by Nissan only sold 1403 units, which is a complete declaration of the failure of the replacement.
Nissan's dependence on Xuanyi is becoming more and more serious, and there are only three models, which can be said to be the worst anti-risk ability among the three Japanese top three, and if you are not careful, you may fall into ford, Kia and the like.
Mazda
The merger of FAW Mazda and Changan Mazda was considered by many to be an important step in the rise of Mazda, but now it seems too early to say, in March Mazda only sold 8608 new cars, down 54% year-on-year, the total sales of 1-3 months was only 35853 units, compared with last year is also down 27.8%, according to the current situation, whether this year's sales can reach 100,000 is unknown.
Mazda is not without efforts, at least in the terminal market it has given unprecedented offers, such as CX-5 and Artez offers of 35,000 or so, but consumers still do not pay, Mazda this maverick brand is accelerating marginalization.
Mitsubishi
If you want to know the sales volume of Mitsubishi, you only need to look at the sales performance of Outlander every month, because Mitsubishi only has this one volume model in the entire series. In March, Outlander's sales continued to decline, selling only 2,395 units, which also prevented the sales of the entire Mitsubishi series from exceeding 3,000 units, compared with the total sales of 1.579 million vehicles in the car market, Mitsubishi has become dispensable.
Some people will say that Outlander is undervalued, in fact, consumers are not stupid, although its entry-level version has fallen below 140,000, but the configuration is not even as good as Fit, and its old interior and weak power are also incompatible with the development of the current car market, if no changes are made, leaving the domestic market is only a matter of time.
Why did Japanese cars plummet en masse?
In addition to the above-mentioned reasons for the car companies themselves, the sharp decline in Japanese cars is inseparable from the following three reasons:
First of all, the rise of new energy vehicles to seize the share of many Japanese cars, as we all know, the biggest selling point of Japanese cars is fuel saving, but its fuel saving is only a narrow concept, in fact, it does not open up too much gap with other brands, but new energy vehicles are different, pure electric vehicles even compared with Toyota hybrid models known for fuel saving, in the economy also has the advantage of crushing general, BYD DM-i led by a number of domestic plug-and-mix models in the performance of fuel consumption also has an advantage over Japanese cars.
The concept of fuel economy in Japanese cars is gradually being diluted by consumers because of the emergence of new energy vehicles.
In addition, the domestic automobile market is gradually maturing, and the selection of suppliers and technologies of various car companies are becoming more and more homogeneous, which makes the quality control gap between different brand models smaller and smaller. Although Japanese cars have the title of driving not bad, but casually pulling out a domestic car, driving for ten years and eight years will not have any major problems.
Finally, the main consumer force of the car market has become "post-90s" or even "post-00s", and the trendy they have become more and more diluted of the brand concept, but more and more interested in the design, power and sense of technology of a car, which are lacking in Japanese cars.
Overall, the collective slump of Japanese cars in March is not accidental, and the car market with a hundred flowers is more exciting. So do you think Japanese car sales will rebound in the coming months? Feel free to leave a message in the comments section to discuss!