In March, Nissan and Honda, among the Japanese brands, successively released information about production cuts in China, Nissan plans to reduce production by 30% in China, and Honda plans to reduce production by 20%, due to the continuous decline in sales, the two brands have obvious overcapacity in China, and will reduce production to cope with the decline in sales. At that time, we commented on the production reduction of these two Japanese brands in China, and described it as a strong Japanese three-strong company, because Toyota is still relatively strong, and now it seems that we are still too optimistic.
In mid-March, Sun Shaojun, a well-known domestic car blogger, released a message saying that it is necessary to prepare for the general suspension and reduction of production of all Japanese brands recently, and the inventory of new cars has exploded! Therefore, Sun Shaojun's "early warning" that all Japanese brands will generally stop production and reduce production, and the real rate should be very high, especially when Honda and Nissan have already determined the target of reducing production capacity in China.
A few days ago, GAC Toyota announced its sales in March, and the sales volume announced by traditional manufacturers is wholesale sales, if this is the case, then GAC Toyota sold 55,387 vehicles in March, compared with the same period last year, the decline will reach a terrifying 32%; , then the decline has also reached 10%, so in any case, GAC Toyota's sales in March fell sharply, it has become a fact. GAC Toyota's performance is like this, FAW Toyota's performance may be about the same, Toyota's sales in March are likely to have a turning point, that is, sales have plummeted.
Therefore, when Toyota's sales began to decline sharply, Sun Shaojun's "early warning" that all Japanese brands will generally stop production and reduce production in the near future is very noteworthy.
It is very likely that the top three Japanese companies will generally stop production and reduce production, who has created such a result?
In the past 3 months, BYD almost all of its models launched the "Glory Edition", the purchase threshold has been lowered, the configuration has increased, and the cost performance has been further strengthened, especially for models like Qin PLUS DM-i, the entry price can be pressed to a price of 79,800 yuan, which is incredible in many manufacturers. Driven by this price reduction and increase in allocation, BYD's sales in March once again exceeded 300,000 units, becoming the real winner of the price war.
Then the domestic auto market is so big, it is precisely because there are so many users who are ready to buy auto products, so there will be a price war, car manufacturers and brands through the price war to grab customers, then this is a zero-sum game process. BYD, Geely, Changan and other brands of new energy vehicle sales continue to grow, there will be other brands of fuel vehicle sales continue to decline, from the current situation, the impact on Japanese brands may be very serious, in short, even Toyota can not bear.
In fact, in the past one or two years, many joint venture brand fuel vehicle sales can still be very good, the main reason is that the price of domestic new energy vehicles is still relatively high, which I think you can understand, in this context, many consumers will choose product highlights are not so much, but the purchase threshold is not high joint venture brand products. Therefore, the sales of these joint venture brands are not bad, and they do not seem to be affected by new energy vehicles, which also makes many people pessimistic about the technology and products used in domestic new energy vehicles to resist the influence of joint venture brands.
But now, with last year to this year, successive rounds of price wars and price reductions, the cost performance of domestic new energy vehicles has improved very obviously, the key problem is that the purchase threshold has been greatly reduced, and then the advantages of domestic new energy vehicles have been reflected. Compared with joint venture brand products of the same price, domestic new energy vehicles have high configuration, high degree of intelligence, and lower cost for daily use, which makes some brands with fuel economy as their core competitiveness lose their advantages, such as all Japanese brands.
Moreover, Japanese brands have not been able to enhance their brand influence in China for so many years, and Japan may discuss the technology of Japanese brands, especially the powertrain and reliability, but few users feel that driving a Japanese ordinary car can bring about an improvement in identity, which is very important. Therefore, the characteristics of fuel economy and durability of the Japanese brand were easily broken by domestic new energy vehicles, and the shortcomings such as low configuration, weak power and inflated price were suddenly apparent.
All in all, all Japanese brands may generally stop production and reduce production, which may form a landmark event, which means that the Japanese brands that have been in the domestic market for many years and have easily survived the cold winter of the industry for many times are going to face a real test, or in other words, the Japanese brands that are secretive about electrification, plug-in hybrid, range extension and other technologies, if they do not embrace the new changes in the domestic auto market, the sales base that has been operating for so many years is likely to collapse rapidly.