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From the middle of the year to the middle of the year, the overall market performance of self-owned brands is still not optimistic. According to statistical data from the Federation, in the first half of this year, out of the top 10 auto makers with independent brand sales, only 3 auto makers achieved positive sales growth year-on-year, with Geely auto sales shrinking by nearly 30% year-on-year.
Specific to the market segments, the autonomous SUV market is also facing challenges under the overall pressure of the car market. Taking the Great Wall as an example, in the first half of the year, only the Haval H6 sales in the Great Wall 5 SUVs achieved year-on-year growth.
Under the grim reality, independent automakers such as Great Wall Motors, Chery and SAIC Motor have all accelerated the pace of overseas expansion.
Autonomous car market appears crisis <br><br><br><br> Statistics show that in the first half of this year, only Changan, Dongfeng popular and Beijing auto sales have achieved positive growth year-on-year, among them, Changan Automobile ( Weibo (excluding micro-vehicles), with a balanced growth in SUVs, MPVs, and sedan segments, created a total of 357,800 units of sales, an increase of 40% year-on-year, and surpassed the Great Wall as its own brand sales champion.
Dongfeng popularly used the MPV market to grow rapidly. The sales volume increased from 83,300 vehicles in the first half of last year to 184,400 vehicles, an increase of approximately 33%.
Due to the launch of new cars, sales of cars in Beijing increased from 20,500 in the same period last year to 94,400 in the first half of this year, an increase of more than 300%.
In the first half of last year, Great Wall Motors, which occupied the top of its own ranking, dropped 6% year-on-year to 282,200 units from 303,000 units; Geely Automobile sales contracted nearly 30%, from 263,400 units to 189,400 units, ranking from last year’s The second dropped to fifth place; BYD’s previously ranked No. 3 sales volume was 207,400 units in the first half, down more than 20% year-on-year; Chery Automobile surpassed BYD in sales volume of 209,600 units, but ranked third, but sales last year Compared with the same period, it still fell by 6%.
The direct cause of the decline in the sales volume of self-owned brand auto makers is the decline in sales of sedan cars. Taking Geely, Chery, and BYD as examples, the main sales vehicles of the mid-to-low-end market, the Emgrand EC7, the Cowin, and Swift were losing their advantages under the background pressure of joint venture brands. The Dorsett EC7 sold only 65,000 vehicles in the first half of this year, down 26% year-on-year. BYD's sales in the first half of this year were less than 40,000 units, down 38% year-on-year.
In the SUV market, independent brands also face challenges. In the first half of the year, on behalf of the car company Great Wall Motors' 5 SUVs, only the Haval H6 maintained an increase of 60%, while other models were down, among which the decline of the small SUV model M2 reached 60%.
Seeking overseas market breakthrough <br> <br> serious situation Forced to seek its own brand overseas breakthrough.
Previously, the annual export volume of the Great Wall, Geely, Chery and other autonomous legions has reached or exceeded 100,000 vehicles in overseas markets. However, in the past two years, with the changes in the taxation policies of overseas markets such as Russia and Brazil, the sales of the above-mentioned independent brands in overseas markets have also fluctuate significantly.
In 2013, due to changes in overseas markets, the average price of Chinese auto exports fell sharply and fell 6% year-on-year. The data provided by the China Association of Automobile Manufacturers shows that in the first four months of this year, China’s auto exports totaled 281,900, a year-on-year decline of 8.1%.
In the eyes of the industry, independent brands want to maintain steady growth in overseas markets, we must change the "speculative" export that relies solely on the entire vehicle and spare parts exports, transform into brand output, and try to achieve local production.
Some self-owned brand companies are also aware of this.
In May, the Great Wall announced that it will invest RMB 3.2 billion to establish a 150,000-unit vehicle production base in Russia; Chery’s plant in Brazil will soon be put into production and will produce better-selling celer (ie Fengyun 2) and new QQ, Chery hopes to increase investment to seek 3% of the local market share; Jianghuai and other companies are launching new models for overseas markets.
In addition, SAIC Passenger Vehicles with a group background also accelerated the pace of going to sea. Not long ago, the first new car of the SAIC Thailand plant went offline and will be officially sold in the second half of this year. At the same time, its direct sales agencies in overseas markets such as South America are also under construction. Wu Song, General Manager of Guangzhou Automobile Passenger Vehicle, said that the Chuanqi GS5 and other autonomous models are also interested in testing the mainstream overseas markets such as the United States in 2015.