One of the key words for the 2017 Chinese auto market will undoubtedly be "autonomy." Geely Automobile increased by 59% from the same period of last year and jumped from No. 10 to No. 6 in the passenger vehicle sales rankings, becoming a representative of Chinese brands. However, the market is always a few happy rejoicing. In the past, Geely’s super bright performance shined brightly, followed by the overwhelming embarrassment of Changan Automobile, the “big brotherâ€.
In 2017, China sold a total of 28,887,900 new vehicles, an increase of 3.04% year-on-year. At the close of the 30 million mark, the Chinese auto market has stepped on a rapid brake of rapid development and the auto market has entered the era of micro growth. At the onset of the stock age, the competition among enterprises will also enter into a state of mutual reduction.
The Korean car brand, which lost the most market share last year, should have benefited from the significant loss of market sales and share caused by external reasons. Geely, Honda, and other high-growth companies have become the beneficiaries. However, compared with the sales of Korean cars that slumped in sales, Changan Automobile's decline in passenger cars last year was equally thrilling.
Car sales are almost at the waist
Recently, CLUCC announced the 2017 wholesale and sales data of passenger vehicles. Among them, the cumulative sales volume of Changan passenger vehicles last year was 1.06 million, a year-on-year decrease of 7.6%. Although it still ranks among the top ten in wholesale sales of passenger vehicle companies, it has slipped from fifth to seventh. Of the top ten auto makers in the top ten sales, Changan Automobile is the company with the largest decline.
From the sales data of various models, it can be seen that, in addition to the positive growth of the CS75 last year, the sales of all other SUV models have fallen, with the decline of cars being particularly serious. Yat moving, Yue Xiang V3, Rui Hao, Yue Xiang, Ben Ben car models, without exception, have a different degree of decline.
Among them, the highest decline in car prices is Rui Sheng, which sold a total of 1,864 vehicles last year, down 58.88% year-on-year. Although the sales base of Ruixin models is relatively small, the overall sales volume of Changan passenger vehicles has little effect. However, as an evasive model of the main car, it sold only 92,373 vehicles last year, a drop of 40.8% year-on-year. The sales volume of the other two main car models, Yue Xiang and Yue Xiang V3, also dropped by 40.14% and 57.16% respectively year-on-year. This is comparable to the decline in the lowest level of Beijing's modern Beijing last year.
The decline in sales is not new to last year's auto market, especially the long-term negative growth in the sedan market. Since the first half of last year, the auto market has been in a downturn, exacerbating the fiercely competitive car market. Many companies have adopted promotions such as official promotions to boost sales. At the beginning of the Dragon Boat Festival last year, Changan Automobile fired the official shot of the first shot. Looking back at the market of last year in early 2018, Changan Automobile officials did not achieve the expected results.
Can 2018 be against the high tide?
Last year, the SUV market was still the battlefield for most auto companies. There is no doubt that the focus of Chang'an passenger car last year is also in the SUV field, so this is also part of the reason for the loss of the car market. In addition, Changan passenger car products are mostly in the state of unchanging for many years, so they are at a disadvantage in market competition.
At the beginning of 2018, Changan Automobile announced this year's product plan and this year was defined as the “Product Yearâ€. According to the plan, this year will launch seven new models, including the new Yi move, Yat moving DT, the new Yuexiang three replacement models, CS35, CS75 modified models and CS75PHEV and a pure electric MPV.
According to the combination of product planning, it can be seen that this year, the Changan passenger car will be mainly car-based, and the three main models of the car will be ushered in. During the Guangzhou Auto Show last year, Gong Bing, vice president of Changan Automobile, once said: "In 2018, the ratio of new models of Changan SUVs and cars will be changed from 7:3 in 2017 to 4:6, and will be tilted back to the car."
This year, Changan Automobile is known as the "Car Year". Will the "supplement" of the car market change the slumping situation of the car segment market last year?
From the Corel CC, which was listed at the end of last year, and the second generation of Yahoo!, which was launched earlier this year, the Changan sedan has seen a new upgrade in appearance and is also more competitive in terms of configuration. However, under the overall declining trend of the car market, the brand strength needs to be improved. When the competitiveness of the new car product is subject to market inspection, Changan Automobile tackles the sedan market from the SUV sharply to the bow, obviously the risk of this move is considerable.
In addition, under the circumstances that the SUV market is still the main force of market growth, Changan Automobile's product positioning on the SUV market has led to a decline in the sales volume of various SUVs. While not taking concrete measures, it will focus on the difficult car market. Under the New Year, it is not easy for Changan Automobile to use the "year of the car" to turn up.
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