Analysis of the sales of high-end strategic models of self-owned brands

China's self-owned brand car companies generally have two kinds of ecology: one is a local company that has joint ventures with international auto companies under the guidance of the national “market-for-technology” policy. For example, SAIC Motor, FAW, and Dongfeng, most of their self-owned brand models are launched. Start from the middle and high end. The other is a domestic auto company that has no background in joint ventures and has fought from the low-end car market, such as Chery, Geely, and BYD. For the latter, the low-end image of its model has become a major factor hindering its development. For this reason, they constantly try to launch mid-to-high-end models, and even create mid-to-high-end brands. This situation has been particularly evident in recent years.

Chery and Geely launched their own mid-to-high-end brands, Ruiqi and Dihao, in 2009. Geely also acquired all the assets of Volvo, a luxury car brand, through overseas acquisitions this year. Although BYD did not create a new brand, it has also launched its mid-to-high-end strategic models G3, M6 and L3.

* Reported that the CVT version of the emgrand EC7-RV will be listed in early September, with 5AT Ruiqi G5 will be listed in October.

Judging by the official information released by these auto makers, mid-size sedan and mid- to high-end SUVs and MPVs are the focus of the models they are trying to build. When promoting these vehicles, they emphasized their high-end, especially the superior performance, and highlighted their characteristics, such as Digital and intelligent.

From the engine displacement point of view, most of the mid-size cars they introduced are 1.8L-2.0L displacement. From the transmission configuration point of view, most of them are manual transmissions, and there are also a small number of AT or CVT versions.

However, from the perspective of the sales performance of these vehicles, except for the performance of Di Hao and BYD G3, other models have so far been less than ideal.

Among the three companies, Chery’s mid-to-high-end models have attracted attention. In particular, the Ruiqi G5 was even more hopeful, but according to Yang Bo, the general manager of the two brands, Ruiqi and Weilin, the company sold less than 100 vehicles a month. Ruiqi brand sales are mainly driven by X1 and M1. The Weilin V5, which was listed in September last year, sold only 6424 vehicles from January to July this year (according to the data of the CCC).

Yang Bo said that Chery’s sales target for the two high-end brands this year is 80,000 units, while the current monthly sales of Ruiqi and Weilin brands are stable at around 5,000 units, and they are still far from achieving the target.

For low sales, Yang Bo's analysis has two main reasons: First, the dealership system of these high-end brands is still growing, and the size of dealers needs to be expanded. Secondly, the G5 currently on the market is still only 2.0T manual transmission, while the mid-range vehicle market has an automatic transmission ratio of 3:7. The 1.8T and non-turbocharged vehicles also have a certain market. The G5 product line also has a To be improved.