According to the latest production and sales data from China Association of Automobile Manufacturers, China's automobile production and sales in September were 2.524 million and 2.565 million, respectively, up 14.1% and 12.8% year-on-year.
From January to September, China's cumulative auto production was 16.957 million units, down 6.7% year-on-year; cumulative auto sales were 17.116 million units, the year-on-year decline has narrowed to 6.9%.
At the same time, the self-owned brand achieved sales of 784,000 vehicles in September, still ranking first in the market share, but its share fell by 0.2 percentage points compared with the same period last year to 37.6%.
Although the market share still maintains the No. 1 position, independent brands still dominate SUV sales.
In the sedan segment, the joint venture and luxury brands have almost been destroyed, leaving only Geely Emgrand in the top ten.
However, independent brands have not given up on the sedan market. The sales of self-owned brands in the head market are increasing, and they are frequently breaking through in the fields of intelligence and high-end. Sales of independent high-end cars such as Lynk&Co 03 and Hongqi H5 are improving, and they are also becoming high-end autonomous cars. Bring hope.
Satisfactory performance in autonomous car
In the past public perception, independent brands rely on SUVs to occupy market share, and the top three independent brands, Great Wall, Changan, and Geely, firmly occupy the top positions in the SUV market.
However, in the car segment market, independent brands seem to be no longer attractive, and they have been "encircled and suppressed" by joint venture brands and luxury brand cars.
According to data from the China Travel Association, in the ranking of car sales in August this year, only two self-owned brand cars were left in the top 15 list-Geely Emgrand and Changan Yidong saved the face of self-owned brands, and the remaining positions were almost joint venture brands. World.
According to the latest sales data released by the company, Geely Emgrand contributed 28,936 sales in September, of which the sales of Emgrand cars exceeded 20,000. If there is no accident, it should be in the top ten of the domestic car rankings in September.
Changan has also achieved remarkable results in the car market.
In September, the sedan business reached a new level.
The Changan Yidong series sold 18,481 vehicles in September, achieving a year-on-year increase of 81.1%. After seven consecutive months of monthly sales exceeding 10,000, the Changan Yidong series has sold more than 110,000 vehicles this year, an increase of 25.3% year-on-year.
The newly launched Ruicheng CC Blue Whale Edition sold 3,516 units in a single month in September, a year-on-year increase of 113.9%.
The substantial increase in the sales of the sedan segment brings hope to the product layout of self-owned brand sedan and SUV double wings.
However, the top position in the car market is still firmly occupied by joint venture brand cars such as Sylphy, New Lavida, Corolla, and New Bora.
In the middle and lower reaches of the car segment sales, there are only a few self-owned brand cars.
But it is worth noting that self-owned brand cars have shown a trend of substantial growth this year.
The Nanfang Daily reporter combed through the sales data of some models that have been released from January to August this year. Among the top 15 car sales, only Geely Emgrand’s own-brand model is left. The sales volume from January to August reached 141,285, which is the same as that in 2019. —The sales volume in August was 138,314 vehicles, a year-on-year increase of 2.1%, ranking eighth.
SAIC Roewe i5 sold more than 11,400 units in August, a year-on-year increase of 33.03%. SAIC MG 6 achieved sales of 8,559 units, a year-on-year increase of 113.07%.
FAW Hongqi H5 performed well as a domestic luxury sedan, with 7335 sales in August, an increase of 76.7% year-on-year.
Chery Arrizo GX sold 7,250 units in August, an increase of 76.31% year-on-year, while Geely Automobile’s high-end brand Lynk & Co 03 ranked 35 with 6,823 units, an increase of 33.84% year-on-year.
Among the cumulative sales from January to August, the two models have the strongest growth. One is the Geely Lynk & Co 03, with a sales volume of 40,626 units, an increase of 56.14% year-on-year; the other is the Hongqi H5, with 36,668 units a year-on-year increase of 48.85%.
"Detour" high-end breakthrough
Due to the late start of self-owned brand cars in the past and weak product strength, consumers have a relatively low-end positioning of domestic cars.
In the context of consumption upgrades, as the prices of joint ventures and luxury brands continue to drop, consumers are more inclined to choose joint venture brands and luxury brands for redemption, and the market environment for self-owned brand cars is more severe.
So, what should the self-owned brand cars come up with to compete with joint venture brands and luxury brands?
Upward is the only way for independent brands, and many independent brand cars have begun to break through to intelligent and high-end cars.
The success of Lynk&Co 03 and Hongqi H5 means that it is not impossible for consumers to accept high-end models of independent brands.
Surprisingly, many self-owned brand sedans ended the downward trend this year and achieved a substantial increase. Geely Emgrand has risen from 13th in August last year to 9th, while Changan Yidong, which was not on the list last year, was in August this year. It has jumped to the 11th place. In the sales ranking from January to August, Geely Emgrand has risen from the 10th place last year to the 8th place, which also allows the market to see the market space of its own brand cars.
In the joint venture brand car, the main market is between 100,000 and 150,000 yuan to break through the more difficult market segments. Independent brands choose to break through with new energy and high-end "detours".
In terms of technology research and development, self-owned brands have begun to spend their money in order to reverse the inherent impression of consumers.
Previously, BYD’s flagship sedan Han EV was officially launched, using a new generation of self-developed lithium iron phosphate “blade batteries”. Its four-wheel drive high-performance version has a cruising range of 550km and an acceleration time of only 4.7 seconds from 0-100km/h.
In addition, the Han EV also has an ultra-long range version with a range of up to 605km.
At this year’s Beijing Auto Show, Geely Automobile released the "Family Car Disruptor Manifesto" for the car market, announcing that it would "redefine the new standard of the family car market in terms of intelligence, health, power, space, etc., and create a comprehensive and surpassing strong joint venture for users. "Family sedan products with brand product value", to benchmark joint venture brands in the car market.
At the same time, Geely released the first sedan in the 4.0 era-Xingrui. Xingrui is not only the first sedan model based on the CMA architecture, but also Xingrui that is positioned as a compact car. It also has a strategy for the entire series of 2.0T engines. , And benchmarked the price range of joint venture models with a price of 137,700 yuan to break through the car market with higher-end products.
Nanfang Daily reporter Gong Qianshu