In April, the joint venture brand sales ranking was shuffled again.
Among the top three, SAIC-GM has won the championship with a sales volume of 145,000 units, a year-on-year increase of 14.2%. SAIC Volkswagen has lost 4.3% year-on-year to the third place due to fluctuations in the sedan market.
However, in terms of sales in the first four months, SAIC Volkswagen is still ahead of SAIC-GM and FAW-Volkswagen. It is expected to continue to lead in the future with new SUVs such as Tiguan L, Touran and Kodiak.
Overall, the first echelon structure is solid, and in the second camp, compared with last April, Changan Ford and other companies were squeezed out of the top ten by their own brands. In the face of the upward trend of independent brands, the Korean and legal systems took the lead in the difficult situation, and Changan Ford also faced the challenge of sales growth.
“The downturn in the Korean system lies in the fact that the brand is not as strong as the Japanese top three. When the design and cost-effectiveness are caught up by the independent car companies, the competitiveness is weakened; the legal system is due to market positioning and product strategy, that is, the price is high, The configuration is low." Yuan Liusheng, market analyst of Wilson Consulting Co., Ltd. told the reporter of "Daily Economic News" that if such car companies do not adjust their strategies in time, the future situation is even less optimistic.
Mainstream joint venture car prices have been reduced by a large margin
In the context of the high growth of the SUV market, in April, the mainstream joint venture brand encountered great challenges in the 100,000 yuan car market.
According to the National Passenger Vehicle Market Information Association (hereinafter referred to as the Federation), in April, in the first echelon, SAIC Volkswagen Santana fell 14.9% to 17,000 units, and the new POLO fell 19.7% to 9,038 units. FAW-Volkswagen Jetta fell 20.8% year-on-year to 23,000 units; SAIC-GM Cruze fell 62.5% year-on-year to 5,333 units.
In the second echelon, such as Dongfeng Citroen Elysee, Beijing Hyundai, Yueteng, Guangqi Honda, and Dongfeng Honda Jingrui, the sales of the models fell to 5,000 or even lower.
Yuan Liusheng believes that in addition to the hot factors of SUV, this is not unrelated to the upward trend of independent brands. Data show that in April, Geely Emgrand squeezed into the top ten sales volume, reaching 16,000 units, up 1.7% year-on-year, and Emgrand GL sales reached 9073 units, while Changan Ford Focus sales fell 35.4% year-on-year to 14,000 units.
At the same time, Geely Vision, BYD (48.860, 0.21, 0.43%) F3, Ai Ruize 5 and other independent brands of low-cost cars sold more than 10,000 vehicles, the price range is concentrated between 60,000 to 100,000 yuan. "This type of low-end model will gradually threaten the joint venture model with relatively weak brand power and small model level." Yuan Liusheng said.
It is worth noting that the sales of Roewe i6 also reached 7021, and its price range has exceeded 100,000 yuan.
In this round of competition, the prices of many mainstream joint-venture car products have increased. The reporter recently visited the market and found that the discount rate of Skoda's car products has increased by 2,000~5,000 yuan, the price of Mingrui terminal has reached 30,000 yuan, and the discounts of cars such as Yinglang and Xuanyi have reached 20,000 yuan.
"Since this year, the layout of joint ventures in the market segment has changed. Many of them have sought to break through the medium and large SUVs." Yuan Liusheng pointed out that the above-mentioned steam Volkswagen Tour and Skoda Kodiak are steadily above 200,000 yuan. In the interval, Dongfeng Honda and Dongfeng Peugeot also launched UR-V and 5008; while other Japanese brands will focus on small SUVs such as Nissan Jinke and Toyota C-HR.
"Geely Bo Yue and Roewe RX5 have entered the top ten of the SUV list. The price of GS8 sold at 163,800 to 259,800 yuan exceeded 10,000 units. These new forces are threatening to joint venture brands." Yuan Liusheng said.
Korean law is most affected by independent brands
In fact, since last year, the performance of the Korean and French systems has been weak. This year, the market share of the two departments continued to decline.
According to data from the China Association of Automobile Manufacturers, in the first four months of this year, the Korean share fell to 4.2% from 6.9% in the same period last year; the legal system fell from 2.8% to 1.7%, and the German and American shares remained basically unchanged.
The loss of share of the two departments is mainly due to the strength of Japanese and independent brands. In April, Beijing Hyundai sold 35,000 units, down 63.5% year-on-year; Dongfeng Yueda Kia fell 68% year-on-year to 16,000 units.
"The reason for the weakening of the Korean system is firstly the multi-generational strategy to overdraw the brand, the brand power is not strong; the second is to pay attention to the shape design and ignore the internal quality technology improvement. When the design and cost-effective advantage are caught by the independent car companies, the competition The force has also been further weakened." Yuan Liusheng said.
In the same way as the Korean system, there was a legal system. In April, Shenlong Automobile achieved sales of 22,000 units, down 55.1% year-on-year. "The legal system is mainly in the market positioning and product strategy, there are mistakes, the price is high, and the allocation is low, which makes consumers' enthusiasm for car purchase is not high." Yuan Liusheng said.
It is worth noting that Changan Ford is also facing sales pressure, with 48,000 units sold in April, down 20.4% year-on-year.
The reporter recently visited the Shanghai auto market and found that Changan Ford has a discount of 20,000 to 25,000 yuan in addition to the sedan products. In April, the sales of the "Waterloo" in the "Waterloo" was as high as 36,000 to 3.8 million. In April, Maverick sold 1,879 units, down 73.7% year-on-year; sales in the first four months were 21,000 units, down 54.4% year-on-year.
"Different from the sharp world, the price of the Mavericks faces a double 'squeezing' of joint ventures and autonomy, and can only maintain its competitiveness through price cuts." A Changan Ford dealer told reporters that Changan Ford currently needs to solve the SUV. Growth bottleneck. In April this year, the cumulative sales of Changan Ford SUV products totaled 11,000 units, down 36.9% year-on-year.
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