Optimistic layout of car prices will be expected to increase sales

Recently, the production and sales plans of major automobile manufacturers in 2015 were announced one after another. From the published production and sales targets, many manufacturers are more optimistic, but there are also some brands that are cautious and conservative.

In order to achieve these sales targets, Dongguan dealers have a bottom?

A. How big is the sales volume? The reporter learned that among all the brands, the most optimistic car companies must have their own brands. For example, JAC has set the target sales volume of passenger vehicles at 300,000 units, an increase of more than 50% compared to the actual sales volume of last year; GAC's Chuanqi target is 160,000 vehicles, an increase of nearly 40% compared to last year; SAIC, Dongfeng, BAIC, etc. Passenger car brands have also set sales targets of about 30% growth.

Looking at luxury brands again, although the sales growth of luxury brands slowed down in 2014, it is still about twice the industry average growth rate. In 2015, luxury brands set goals that are higher than the average growth rate of the industry. FAW-VW Audi's growth target is between 10% and 15%. BMW's target for this year is 500,000, an increase of 9%. It seems to be conservative, but a BMW dealer in Dongguan told the reporter that BMW has challenged 550,000 domestically. The mission; Mercedes-Benz this year is also set to increase the rate of about 20%; Jaguar Land Rover is expected to increase in China this year will remain in double digits.

For the joint venture brand, Changan Ford's growth plan is the most aggressive and it has set a goal of challenging 1 million vehicles, an increase of 25%. Dongfeng Yueda Kia also has set a target of producing and selling 750,000 vehicles in 2015, an increase of nearly 20%; Shanghai Volkswagen's sales this year The target is 1.9 million vehicles and sprint to 2 million vehicles, the growth rate will reach 16%; Shanghai GM has also proposed the target of guaranteeing sales of 1.9 million vehicles this year, and hopes that the steady increase in sales volume can better enhance the brand.

B. Relying on what targets reporters interviewed Dongguan brand dealers on these tasks.

Shanghai Volkswagen, a distributor of Dongguan, Mr. Jiang told reporters that manufacturers intend to market this year through the market, with appropriate marketing strategies to win sales. "Last year manufacturers gave up the goal of first-line recovery, and the transformation of the production line is to go all out for this year. This year, many new generations of products will be put into operation one after another, which will test the team's ability to control the pace of the market."

Relatively speaking, FAW Volkswagen's incremental growth of less than 5% this year is very conservative. FAW-Volkswagen, a 4S shop sales department in Dongguan, told reporters that relatively conservative sales targets also reflect the lack of factory capacity. There are several projects under construction this year, such as the South China Base Phase 2 project and the East China Qingdao Plant, as well as the North China Base Tianjin Plant that is under preparation. This will be a guarantee for manufacturers to solve the production dilemma and achieve future plans. “Last year we experienced the Sagitar off-axis incident and anti-corruption storm. The core direction of this year will be continuous improvement of quality. The quality of management will be improved, and future higher goals will be sustainable.”

Ms. Tong, the head of a distributor of Dongfeng Yueda Kia Humen, told reporters that Dongfeng Yueda Kia is expected to launch 4 new cars this year. Through the launch of new products and upgrading, the number of dealers will increase, and the dealer network will be expanded to product layout. market.

The distributors of Dongguan, Huaihe, Zhongtai and other independent brands have stated that SUVs have brought sales and profits to their own brands in the past two years, which has allowed independent brands to stand up to a certain extent. This year, independent brands will continue to focus on the sub-segment of SUVs, so the future The market share of SUVs in the entire self-owned brand market will continue to expand. It is expected that this year's sales of self-owned brands will continue to create new highs and get rid of the shadow of continued growth slowdown in the past two years.

C. How about the sales volume in the first quarter? How about the sales of various auto brands?

The reporter was recently informed of the sales data of various car companies in the first quarter. In March, Shanghai Volkswagen ranked first in the sales ranking of 157,000 cars. This was the third consecutive month that Shanghai Volkswagen won the championship with 526,800 cars. Get a quarter of sales. The most prominent performances were Changan Automobile, Changan Ford and Shenlong Auto. Among them, Changan Automobile sold 366,600 units in the first quarter, a year-on-year increase of 28.6%. It also surpassed Beijing Hyundai Motor Co., ranking No. 4 in the ranking for the third consecutive month. Changan Ford and Shenlong Motors also achieved 11.5% and 9.3% respectively. Increase.

In terms of individual models, Long Yat is still the unbeatable sales champion. In the first quarter, the total sales reached 112,700. In the first quarter, the Volkswagen brand swept the top three sales and became the biggest winner. Changan Ford's new A-class vehicle, Fu Ruisi, replaced the classic Fox and advanced into the top ten sales charts. The new Shanghai-based new Yinglang also performed well. In addition, Dongfeng Nissan’s main vehicle, the Sylphy, also saw a rapid growth in sales in March, reaching 25,500 vehicles.

From the sales of SUVs in the first quarter, it can be seen that the SUV has become the “life-saving straw” for the self-owned brands. In the car sector, it is a relatively small independent brand and has become more and more in the SUV field, accounting for the top ten seats in the SUV. 8 seats. The Harvard H6, the main model of the Great Wall Motors, once again won the championship with absolute advantage, while the second-ranked Refine S3 also performed well. As a young SUV, it has performed well since its launch. Nearly 20,000 vehicles. In addition, Changan’s CS75 and CS35 also topped the top ten, and they also contributed a lot to Chang’an’s overall sales to fourth place.