Multi-car enterprise "test" bright red light car top three hegemony

In the past seven months, the Chinese automobile market has grown at a low rate. For most auto companies, they have not completed the goal of “more than half of the time and more than half of their tasks”.

With the consumption upgrade and rational return of the domestic auto market, the competition in the mid-to-high-end car and luxury car market dominated by brands has become increasingly fierce. The continuous price cuts in the luxury car market have also brought about the gradual return of mid- to high-end car prices.

In the luxury car market, Audi hopes to maintain its first position. This is the golden throne for BMW and Mercedes-Benz. The Accord has invested RMB 1 billion in the market and hopes to sit at the top spot of high-end cars.

However, in the face of people's money-buying or hard-to-buy purchases, the inventory pressure of various auto makers and operating companies is still difficult to release. Not only does it guarantee that the growth rate is not easy, even the existing market share is losing controllably. In addition to the full detonation of the price war, financial services have also become a weapon for market share.

Whoever wants to fight "first" will trigger turmoil in the auto market.

Japan's top three internal consumption upgrade subsidy price cuts staged Ashkenazi sniper warfare "German high-end car to get the world" has been the car company's "profit law", the high-level car's influence and profitability are higher than other market segments models, this Block market has become a must for many manufacturers.

On July 28, FAW-Volkswagen New Magotan officially went public, and the market saw the emergence of German, Japanese, Korean, American, and French cars. The high number of mid-to-high-class cars and fierce competition have reached an unprecedented level. .

The mid-to-high-end car market has already started a new round of price wars. The new Magotan and the new Passat have also begun to penetrate the hinterland of Japanese mid- to high-end cars. According to data from the China Association of Automobile Manufacturers, in the first half of this year, the cumulative sales volume of the high-end sedan market was 712,000 units, a year-on-year decrease of 5.6%, which was lower than the 9.5% growth rate of the narrow passenger car market, and also lower than the 3.4% increase of the overall industry. speed. Behind the unsatisfactory sales data, the price turmoil in the mid-to-high-end car market has become even more apparent.

Japan's top three internal consumption upgrade from the sixth generation to the eighth generation, in addition to the body size of the Accord in the domestic campaign for many years, there are irreplaceable high user acceptance. However, compared to the German cars represented by the new Magotan, the Accord has been somewhat old in terms of engine technology and configuration. Although relevant statistics show that the first half of the Accord is still the championship of domestic and senior cars, it has no obvious advantage. It is said that the Guangzhou Automobile Honda manufacturers for the sale of the Accord, each car has a subsidy ranging from 6,000 yuan to 7,000 yuan to dealers, distributors and then let profit to consumers.

There was even news that Guangben would invest RMB 1 billion in subsidy to dealers in the second half of the year. Before that, Guangben had already invested RMB 2 billion in promotional subsidies.

This statement was subsequently denied by Guangqi Honda, but Guangyuan's emphasis on the mid-to-high-end car market is evident. At present, the eighth-generation Accord offers more than 20,000 yuan in the national market.

New Tianzhu also does not show weakness. It is reported that Dongfeng Nissan once used Tianhao's sales as an important indicator for assessing dealers, and relaxed the restrictions on terminal discounts to a certain extent according to local conditions. At present, the current cash Camry has achieved a discount of around 30,000 yuan on the national market, and dealers in some regions have even reached a profit of 40,000 yuan.

It is understood that GAC Toyota's subsidy policy for distributors in June is that each dealer sells a Camry, and the manufacturers will provide them with a subsidy of 6,000 yuan. Previously, it was reported that just two months ago, GAC Toyota had internal disputes over the current Camry’s business policy, and both China and Japan had differences at the time when the current price of Camry’s factory price was set.

Looking at the current mid-level car market, although the overall situation is still dominated by the three major Japanese companies, with the launch of new models such as the German and Korean systems, the Japanese mid- and high-end car market that has been fighting for years has become incapable. In addition, judging from the current sales, with the launch of the new Passat and the 508, the pattern of sales of mid-size cars has started to change slightly, with the break-up of the monopoly of Jacquet and the new Magotan’s strong entry. In the second half of the year, the mid-to-high-class car competition will become even more intense.

The market structure was rewritten in addition to the already listed Dongfeng Yueda Kia K5, 2011 Changan Ford Mondeo - Zhisheng and other vehicles, the new generation of Magotan is also a grand debut yesterday, in addition, Guangzhou Automobile Toyota Camry will also usher in a new era of replacement, a In time, the mid-to-high-end auto market can be described as a new car.

Not long ago, the K5 and the 8th generation Sonata, representatives of Korean high-end cars, announced at the same time that the warranty period of the entire vehicle was extended to “5 years of 100,000 kilometers”, raising the after-sales service competition for mid- to high-end cars to a new threshold. .

Judging from the sales volume of the domestic high-end car market in the first half of this year, a competitive landscape has emerged that is “Japan leads, virtue follows, and Korean law chases”. According to statistics from the China Association of Automobile Manufacturers, in the first half of the year, sales of Japanese cars were 1,101,800, with a market share of 20.56%; and German cars sold a total of 1,303,000 cars, accounting for 20.85%. Over the years, the dominant position of Japanese cars has begun to be seized by German cars.

However, the recovery rate of Japanese cars after the earthquake also exceeds the industry's forecast. Since July, the output of Japanese cars has been rapidly recovering, and the number of Japanese car dealers is also increasing rapidly. The top three seniors began to fight back.

According to Ren Yong, deputy general manager of Dongfeng Nissan, the mid-to-high-end market in the first half of the year is not very good, but the customer base of mid-to-high-class cars is continuously growing. In addition to new purchases, the proportion of redemption will also continue to increase, and the market for the next six months should not Then worse.

Most car companies have “red exams” and some red lights have cut some of their annual targets. With the withdrawal of multiple stimulus policies for automobile consumption and the impact of Japan’s earthquake and other factors, most auto companies have failed to meet their targets in the first half of this year.

According to the data from the China Association of Automobile Manufacturers, among the top-ranking joint-venture passenger car manufacturers in the country, the sales rate of only four car companies in the first half of the year was more than 50%, namely Shanghai General Motors, Changan Ford Mazda and Chang’an. Suzuki and BMW Brilliance. Among them, Changan Ford Mazda had the highest completion rate. The cumulative sales in the first half of the year completed 57.4% of the annual sales target, reaching 21.53 million vehicles.

Among mainstream auto makers, Dongfeng Nissan and Beijing Hyundai completed 48.4% and 48.5% of the annual targets respectively, while Shanghai Volkswagen and FAW-Volkswagen completed 48.1% and 47.6% of their annual targets, respectively.

Among the three Japanese car companies, Guangzhou Automobile Honda completed sales of 154,300 units in the first half of the year, with a completion rate of 34.9%. FAW Toyota's annual production and sales target was 550,000 units. In the first half of the year, it sold only 209,800 units and completed 38.1% of the total; The annual production and sales target is 280,000 units. In the first half of the year, it sold 108,100 units and the completion rate was 38.6%.

Among them, Toyota, which is expected to sell more than 900,000 vehicles in China throughout the year, completed only about 360,000 vehicles in the first half of the year, and even experienced negative growth year-on-year.

In contrast, the sales performance of self-owned car companies is even more “red”.

Among the top ten passenger car companies, SAIC-GM-Wuling and Changan Automobile, which mainly sell mini-vehicles, withdrew from incentive policies such as car-to-country and small-displacement purchase tax incentives, and the overall sales volume of the mini vehicle market declined in the first half of the year. About 10%, so the sales of the two companies also fell significantly.

Among the mainstream auto brands in China, the completion rates are higher for Tianjin FAW, Geely Automobile and Great Wall Motor, and the completion rate is over 40%. In the first half of the year, both Shanghai Automotive and Brilliance Automotive had sales of less than 100,000 vehicles, and the target completion rates were 34.9% and 39.4%, respectively.

According to statistics, in the first half of the year, a total of 3,156,100 self-owned brand passenger cars were sold, a year-on-year decrease of 0.82%, accounting for 44.39% of the total sales of passenger cars, and the occupancy rate decreased by 2.96 percentage points from the same period of last year.

At present, some automakers have actively adjusted their annual sales targets after re-evaluating the market. Honda will reduce its sales target in China from 730,000 units to 650,000 this year. Mazda also lowered its annual target by 8%. Most companies still stick to the established goals at the beginning of the year. It can be predicted that in order to complete the remaining sales tasks for the rest of the year, most auto companies will become even more intense in the second half of the year.

Audi pledged that the first seat of the Mercedes-Benz BMW is to strive to climb the Pyramid Point “to ensure the premium of the luxury car market”. This goal is the self-evident goal of the FAW-VW Audi Division.

In the first half of this year, Audi completed sales of nearly 140,000 vehicles, a year-on-year increase of 35%. Competitors BMW (including the MINI brand) and Mercedes-Benz completed 121,600 vehicles and 95,000 vehicles, respectively, representing a year-on-year increase of 60.8% and 59%, respectively. Although Audi continues to maintain its number one position, its advantage is no longer obvious. At the same time, BMW sold more cars than Audi in several mature automotive markets around the world.

Under the situation of fierce competition, luxury car companies represented by the German top three are no longer reserved, actively preparing for market promotions. Right now, in Beijing, Shanghai and other places, the luxury car terminal prices have already seen a larger amount of preferential measures.

Industry analysts predict that in the second half of this year, as the Chinese auto market gradually picks up, the luxury car market, where new models are not intensive, will use price cuts as the main means to seize market share.

The growth of luxury cars against the market can be seen from the sales data in the first half of this year, and the mid-to-high-end car market has shrunk. Prior to this, "the B-class car was the world" industry law is also gradually weakening. Analysts said that the Chinese auto market is gradually transitioning, and that luxury cars will become an important profit support for large enterprise groups in the future.

Xu Changming, director of the State Information Center, said that in recent years, the luxury car market has maintained a sustained high-speed growth, and the growth rate has been higher than the overall passenger car; at the same time, this phenomenon will be "perpetuated" for a long time to come.

The withdrawal of various automobile consumption encouragement policies and the deterioration of the automobile consumption environment have almost affected the sales of various segments of the automobile. From the data, the sales of general passenger cars in the first half of the year were 6.64 million, which was only 5.3% higher than the same period of last year. In contrast, luxury car sales have achieved ultra-high growth in the first half of the year, with an increase of 40%. Even in the Beijing market, many luxury car brands are still in a state of network expansion, which is the least impact. The subdivision model.

According to statistics from the National Information Center, Xu Changming said that from 2002 to 2010, China’s luxury car market had three growth peaks. In 2003, the growth rate of luxury cars was 67.0%. In 2006, the growth rate of luxury cars was 75.4%. In 2010, the growth rate of luxury cars has reached 80%.

While the overall sales volume of the luxury car market has increased, the insufficient amount of the luxury car market in China has become a driving force for its continued growth over the long term. The data shows that the market share of luxury cars in China accounts for 6% of the total number of passenger cars. This proportion is relatively low. In the mature markets of foreign auto industries, the market share of luxury cars can reach 30% to 40%.

Therefore, in the foreseeable second phase of China's auto growth, luxury cars may usher in a super-fast growth.

The three-strong hegemony can see the expansion of the three companies in the Chinese market behind the growth in sales of luxury cars. Audi announced that in 2015, production and sales in the Chinese market will reach 700,000 units. At the same time, Mercedes-Benz and BMW will also lock production and sales plans at more than 300,000.

Accelerating the localization of models, setting up R&D centers, and integrating sales channels, Mercedes-Benz's strategy of shifting its global focus to the Chinese market is already evident. The chairman of Mercedes-Benz, Ze Chai, said that by 2020, one of the five compact luxury cars sold in the world will be in China.

BMW did not publish an attitude on production capacity and sales issues in the near future. However, according to its public information, BMW announced in May this year that it will expand its production capacity in Shenyang, and in 2013 it will have a 300,000 capacity layout in China.

At present, the German three are subject to capacity problems. BMW and Mercedes, which performed well in the imported car market, fared even more than Audi. In this case, Audi sold on the Chinese market. According to relevant sources close to Audi, Audi has reached a consensus within the company and this year it must guarantee the status of the luxury car sales champion.

The share of imported vehicles is stable In the first half of this year, the imported vehicle market sold 390,000 vehicles, an increase of 33.7% year-on-year, and customs import volume reached 467,000, an increase of 24% year-on-year.

Sun Yong, deputy general manager of China Import Auto Trade Center, analyzed that as Japanese manufacturers resumed production capacity in June, the third quarter would be the recovery period for Japanese imported vehicles, which could basically return to the pre-seismic import level.

"From the price point of view, the preferential import vehicle market in the first half of the year has increased, especially in June the preferential level exceeded the initial point." Sun Yong said. He expects Japanese companies to increase supply in the fourth quarter, compete for lost market share, increase competition, and increase margins.

At the same time, he also reminded that the imported car market is affected by the economy, and the market response often lags behind domestic cars by about a quarter. "The declining macroeconomic growth, coupled with the slowdown in the growth of the entire domestic automobile industry, will probably slow down the growth rate of the imported vehicle market in the second half of the year."