According to the data of the Association, the retail sales of narrow-seat passenger cars in May only rose by 4.8%. If the micro-customer category is counted, it will be dragged down to 3.8%. It is particularly noteworthy that half of the top ten passenger car companies in the sales volume are in a state of decline, and the three major European and American brands, including Volkswagen, General Motors and Ford, are in a state of decline in sales of joint venture vehicles in China. The most popular FAW-Volkswagen even fell by as much as 22%.
With the decline in sales of European and American manufacturers, the sales of Japanese automakers are on the rise. According to the data compiled by the driver, the four Japanese car companies that have given the sales data, Nissan, Toyota, Honda and Mazda, all have different degrees of growth, and the corresponding joint ventures also maintain the growth. . It can be said that Europe and the United States fell, and the Japanese turned over.
Can Dongfeng Nissan return to the fourth rejuvenation to become a problem?
Nissan Motor's retail sales in the Chinese market in May was 102,500 units, a slight increase of 0.1% year-on-year, while the cumulative growth for the year continued to remain at 6.8%, which is similar to Carlos Ghosn's previous forecast.
In terms of Dongfeng Nissan, the Dongfeng Nissan retail sales data for May was 81,475 units, a slight decrease of 1.9%. However, this slight decline does not blush for Dongfeng Nissan:
First of all, this figure is already the best result of Dongfeng Nissan this year. Secondly, it is 22% lower than FAW-Volkswagen, Beijing Hyundai is down 12.1%, and SAIC-GM is down 9.7%. Dongfeng Nissan can stabilize it very well. Again, this month Dongfeng Nissan also surpassed Beijing Hyundai and returned to the position of the long-lost fourth place.
According to Dongfeng Nissan, Dongfeng Nissan completed a total of 397,000 vehicles in the first five months, and completed 40% of the annual target. According to the seasonal index of industry sales in the first half of 45:55, Dongfeng Nissan can exceed the half-year sales target. .
At the same time, Dongfeng Nissan, with its 27,685 vehicles, once again won the first car sales, which is undoubtedly a positive signal for Dongfeng Nissan, which is currently in recovery. At the same time, sales of large car groups including Qijun and Tianzhu also performed stably. In addition, the Qichen T70 is still maintained at more than 6,000 vehicles, which is especially important for Dongfeng Nissan.
Aside from the product, the company also recently noticed that Dongfeng Nissan has restarted its marketing plan, the most obvious of which is that Dongfeng Nissan began to spread the “brand rejuvenation†to the audience. On the one hand, Dongfeng Nissan executives repeatedly emphasized the theme of this year's Dongfeng Nissan's “bringing youth†in an interview, trying to let consumers understand the image change of Dongfeng Nissan this year; on the other hand, they can also see Dongfeng Nissan's online activities and even direct students. Group derived.
In fact, in the view of the driving school, Dongfeng Nissan has made a series of brand rejuvenation measures this year compared to many car companies. For example, we can clearly see that Dongfeng Nissan's bright red color in the advertising level is very different from the previous stable style. The preferential promotion strategy has completely turned to the mobile end of the communication, while the direct dissemination of brand rejuvenation to college students is the sword's slant. The process of transitioning to a real consumer is at least 3-4 years.
But why is Dongfeng Nissan so active and fast? Our interpretation is: In the first half of this year, there is no new car release, Dongfeng Nissan should be a good foundation for the brand, especially the overall tone of the young change must be completed quickly - we can see that Dongfeng Nissan will be released in the second half of this year The new Bluebird is completely dominated by the 90s. New Loulan has long abandoned the stable style. If you count the new hackers at the end of the year, most of the new models of Dongfeng Nissan are oriented to the 80s. At this time, more emotions are needed. resonance. If you wait until the model comes up, then re-position the brand, which is obviously a waste of time for Dongfeng Nissan, which needs to quickly seek a million-year breakthrough.
In May, Toyota Motor's retail sales in the Chinese market was 91,900 units, an increase of 13.3%. At this point, Toyota's cumulative sales of new cars in the first five months reached 412,200 units, an increase of 16.1% year-on-year. Again, Toyota's first-quarter decline was 0.1%.
According to data from the Federation, in May, FAW Toyota sold 55,452 units and GAC Toyota had 37,068 units, which continued to maintain double-digit growth. Among them, FAW Toyota's biggest contribution still comes from Corolla. The excellent monthly performance of 22,965 vehicles entered the fourth place in the car sales list for the first time, and Guangzhou Automobile Toyota Leiling also reached 11,000, almost completely surpassing LaVida and Bora. combination.
Among other models, the Camry fell seriously, only 10,000 cars in the early days, presumably after the replacement, the offer did not keep up with the loss of users; and the 12,000 of Vios and the 6,600 of the Hyun Hyun were considered stable. Especially the latter, it is already the third place in the hatchback small car market.
Toyota's SUV, the RAV4 with erratic sales has once again stood on the 10,000 mark, but with the mid-term change of CR-V, the product of RAV4 has been further smashed, and FAW Toyota will not release a special edition. It’s just a matter of changing the old model. With the launch of the 2.7L Prado, the overall sales of FAW Toyota Prado has rebounded to 2,683, which is good news. However, the overseas version of Prado is about to change, the 2.7L model is replaced with 6AT, and the new 3.5L engine is introduced. Obviously, the impact of parallel importers on FAW Toyota is about to begin.
The most important thing to watch is Highlander. This month, sales continued to stabilize at 8121 units, and there are also data saying that it has reached 9,000 units. However, the driving company was informed that the current Highlander is mainly subject to production capacity, the number of orders has exceeded 30,000, but the 2.0T engine is mainly imported from Japan, resulting in delays in delivery, and the car-requiring cycle is mostly about 2 months.
However, such a situation may not last for too long. At the end of May, Sharp began to pick up the car. The data shows that Changan Ford has reached 3,848 vehicles this month. If the calculation is estimated to be 8,000 to 10,000 vehicles per month, this pair of Hanlan The diversion will be more serious. In addition, the new Loulan will enter the market in August, which means that Highlander can lead the market segment, and it will be visible in two months.
Dongfeng Honda recovered Honda rose 30%
According to data released by Honda in May, Honda sold a total of 80,298 domestically produced vehicles in China, a significant increase of 32.3% compared with 60,671 vehicles in May 2014. The main reason for this month's surge was the low base in the same period last year, and Guangqi Honda's increase after the launch of the new car was significant, up 42.8% year-on-year, and achieved retail sales of 50050 units. So far, the previous five months increased by 49.1%. The sales volume is close to 243,000.
In addition, Dongfeng Honda, which has been in the doldrums for a long time, achieved double-digit growth again due to the mid-term change of CR-V. It climbed 18.1% to 30,248 units from 25,617 units, which was the best result in history in May, and the cumulative increase also returned to 9.3. %.
The sales growth of Guangben is comprehensive, with 9,683 units of Fit terminals, 4,466 units of Odyssey, and 10,173 units of Binzhi. In particular, Binzhi, after the launch of the 1.5L model, sales of small-displacement models accounted for 35%, which completely drove entry-level consumers.
On other models, the Accord still saved 10,000 cars, Ling Pai only has more than 8,300 cars, presumably waiting for the mid-term re-listing. In terms of Dongben, the CR-V has 11,800 units and the XR-V has reached 8,606 units. The rest of the models continue to be tepid. Jed has maintained a level of 5,000 units, and Civic and Platinum Core continue to be in the doldrums.
As predicted by the previous drive, it is not easy to return to the top of the sales list after the change of the Higashi CR-V. It turns out that the first full month of sales after the CR-V mid-term change is not good. It can only be said that Dongben dealers are still carrying out difficult “destocking†activities.
Therefore, for the entire East, incremental new opportunities can only be placed on Grace, which will be on the scene. But when I personally saw the tail shape of the domestic Grace, I can only say - this is a reduced version of Ling Pai, even so uncoordinated.
We also feel that the comments on Mazda are getting more and more boring. On the one hand, Changan Mazda’s triumphant triumph, and on the other hand, FAW Mazda’s secret injury, and the content of each discussion is the same, and it is unfortunate and angry for FAW Mazda.
In May, Mazda sold 19,739 vehicles in China, an increase of 42.1% year-on-year. The support here still comes from Changan Mazda. Last month, Changan Mazda sold 12040 vehicles, an increase of 87.9% year-on-year, and climbed for the 21st consecutive month. Although FAW Mazda did not fall, the performance of 7699 vehicles only increased by 2.9%.
In terms of specific models, Angkesa has reached 8,299 units, while Artez has only 3,671 units, and Mazda 6 has only 3,458 units - that is, Changan Mazda's only one car is equal to the total amount of FAW Mazda. Of course, Changan Mazda's CX-5 has not yet exerted its strength. It only sold 1,402 units. The main reason is that the mid-term model will be launched soon. It is conceivable that Changan Mazda will continue to skyrocket next month.
However, Mazda seems to have not many follow-up models. Mazda 2 and CX-3 have no clue. If you are not lucky, you will miss the current heat of small hatchbacks and small SUVs. But at least we believe that Changan Mazda's sales after the introduction of these two models should also be the same as Dongfeng Honda.
The last thing to say is Suzuki and Mitsubishi, although they did not announce official sales.
However, Changan Suzuki's data showed that sales in May were only 10,000 vehicles, down 30% compared with 15,000 vehicles in the same period last year, and even the output was only 8753. In the case of GAC Mitsubishi, the number of new Jinxuan was 5,529, and the number of Jinchang was 547, which did not change much.
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