In 2014, where the policy is frequent and the change is constant, the Chinese auto market has once again won the world's largest market throne without any suspense. According to the statistics of the China Automobile Association, in the first 11 months of this year, China's automobile sales were 210.791 million, an increase of 6.14%. Dong Yang, executive vice president and secretary general of the China Automobile Association, predicts that the overall growth rate of the auto market this year will not exceed 7%. In the face of the slowdown in sales growth, various car companies began to take the initiative or forced to choose transformation, independent brands to strengthen their own technology to enhance competitiveness, foreign brands to accelerate localization ... ... China's car market structure is quietly changing.
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The number of joint venture car companies is beginning to appear. Although the overall growth rate of the Chinese auto market has slowed down, the growth of joint ventures this year has not been affected, and many automakers still encounter capacity bottlenecks. Since the annual production and sales volume of Shanghai Volkswagen, FAW-Volkswagen and Shanghai GM exceeded 1 million units, Dongfeng Nissan and Beijing Hyundai have joined the production and sales of 1 million vehicles this year. At the same time, Ford, Toyota and other brands rely on the strength of the joint venture company, also joined the camp to sell 1 million vehicles a year.
However, the goal of the joint venture car company does not stop there. At the beginning of this year, the North and South Volkswagen announced the production and sales targets of 1.6 million and 1.7 million respectively. Judging from the sales situation in the previous 11 months, North and South Volkswagen has no suspense to complete this year's goal. Shanghai GM, which has been listed in 1.5 million clubs last year, has a sales target of 1.6 million this year. In the first 11 months of this year, Shanghai GM's cumulative sales volume was 1.519 million units, an increase of 9.6% year-on-year. Looking at Beijing Hyundai, the sales target for this year is 1.1 million units, a year-on-year increase of 6.8%. In the first 11 months of this year, Beijing Hyundai has sold 1 million vehicles and the system is stable.
Compared with the German, American and Korean car companies, the sales trend of Japanese car companies in this year is not satisfactory. Despite this, Dongfeng Nissan is still looking forward to 2014. From January to November this year, Dongfeng Nissan sold a total of 853,000 vehicles, a year-on-year increase of 3.9%, and is still expected to break the annual sales of 1 million. Toyota plans to sell more than 1 million units in China this year, with sales of 907,400 units in January-November, showing that 1 million units are likely to be achieved.
At the same time as the sales volume, the major brands are expanding their product lines and production capacity in an arms race. According to the plan, Changan Ford and PSA will hit 1 million production and sales targets next year. It is conceivable that with the accelerated construction of multinational brands in China, the production capacity of these joint ventures will increase rapidly in the next few years. The scale of the completion and commissioning of the new joint venture brand factory will also appear, which will bring lower raw material procurement costs and stronger production and competitiveness to manufacturers with large-scale advantages.
Autonomous car companies focus on transformation to find breakthroughs For most independent car companies, this year's keyword is "exploration and survival." Data show that from January to November this year, the sales volume of self-owned brands in the sedan market fell 16.2% to 2.445 million units, and the market share fell to 21.9%, down 5.1 percentage points year-on-year.
The market share has continued to shrink, especially in the passenger car market. The sales of the passenger car market have been frustrated repeatedly, so that all autonomous car companies feel the unprecedented survival pressure. At the same time, major independent car companies including Brilliance, BYD, SAIC, BAIC, Great Wall and Chery also deeply realized that brand promotion is the key to future survival. In the middle of this year, many independent brand car companies have promoted the transformation of the company by releasing high-end models, improving after-sales service, and launching new market strategies, seeking breakthroughs in the brand.
This year, the transformation results of a number of independent car companies have appeared. Among them, Chery's younger strategy has obvious effects. Through the launch of the new Ariza 3 and other cool and smart interconnected configurations, the new model of the main fashion brand has attracted a batch of “post-85†and “post-90s†consumers. According to the relevant person in charge of Chery, next year Chery will also have a series of highly competitive main products, including Arrizo 5 and a new 7-seat MPV, which will provide strong support and stamina for market competition. BYD, which is committed to promoting the development of China's new energy vehicles, has made a full-scale effort this year and has issued a “smart strategy†for the fuel vehicle system. "Intelligence strategy" includes three aspects: smart car, smart driving, and smart security. Intelligent car association is mainly embodied in intelligent configuration such as cloud service and PM2.5 green net system; intelligent driving is mainly embodied in leading technologies such as TID gold power combination and remote control driving; intelligent security is mainly embodied in the safety equipment such as five-star safety benchmark. . Together with the previously released new energy vehicle "542 Technology", the "Smart Strategy" together constitutes the BYD dual-drive strategy and forms a synergy.
It can be said that in today's ever-changing automotive technology, all independent brands are aware of the importance of transformation and innovation. It can be seen from the new weather manifested by major auto brands this year that the transformation has just begun. In the promotion of new energy vehicles, the improvement of traditional fuel vehicles, and the improvement of services, more and more independent brand car companies will have the same strength as joint venture rivals.
In the past few years, with the luxury car market, the three major German brands (Audi, BMW and Mercedes-Benz), which have entered China and have been localized, can be said to be in the domestic market. In the end, landing has become the choice of almost all luxury car brands, and as more and more luxury car brands join the ranks of domestic production, the competition will become increasingly fierce.
The data shows that although the overall growth rate of the Chinese auto market has slowed down, the luxury car market still maintains a relatively high growth rate. In the first three quarters of this year, the growth rate of China's luxury car market was 20%, and the overall performance exceeded the passenger car market. Among them, the German luxury car top three is not only still in the first camp, but also has a higher growth rate. In the first three quarters of this year, sales of Audi, BMW and Mercedes-Benz in China increased by 16%, 17.9% and 30.5% respectively.
The success of the German luxury car top three tells the latecomers that domestic production is an important way to achieve rapid sales breakthroughs. This year, domestic luxury cars ushered in a concentrated domestic production period. On October 21, the Chery Jaguar Land Rover Changshu plant opened, and its first domestic car, Rally Aurora, was launched at the same time. On November 6th, Dongfeng Infiniti's Q50L entry-level luxury sedan was launched at the Xiangyang factory. This is the first domestically produced model of Infiniti and Dongfeng Motor. It has become a trump card for Infiniti and other second-tier luxury car brands. On November 7, Acura released its brand strategy in China and said it will achieve domestic production in 2016. On November 9, Volvo released its new domestic XC60 model; on November 12th, Volvo held a Daqing strategy conference, announcing that it will introduce the world's leading SPA platform to Daqing Volvo Automobile Manufacturing Co., Ltd. In addition, Cadillac, which represents the American luxury brand, has also introduced the domestic ATS-L long-axis version to the Chinese market.
According to many authoritative organizations, by 2016, China will surpass the United States to become the world's largest luxury car market, and deep localization will become an important strategy for luxury car brands to compete for global commanding heights. In this regard, automobile analyst Jia Xinguang believes that the localization of luxury car brands in China is a key path to increase sales. Based on the huge potential of the market, latecomers still have great development opportunities in China.
Links New energy car companies enter the critical period of commercial promotion This year, the speed of the launch of new energy products by major auto companies has accelerated significantly. Whether it is imported Tesla, BMW i3, joint venture Tengshi, BMW Brilliance, or independent brands BYD Qin, Beiqi EV200, Changan Yidong EV, etc., are coming out this year.
Statistics show that in the first 11 months of this year, China's new energy vehicle sales reached 53,000, of which pure electric vehicles sold 29,000, a year-on-year increase of 7 times, plug-in hybrid vehicles sold 24,000, a year-on-year increase of 25 times . In addition to the surge in sales, passenger cars accounted for 70% of total sales, and private purchases and new energy vehicles have made important breakthroughs.
For new energy vehicles, this is a set of subversive numbers. In fact, behind the historical breakthrough of the development of new energy vehicles, while promoting the policy promotion, this year, various car companies have also continuously improved the mileage of their products, and they have worked hard to eliminate consumers’ “mile phobiaâ€.
Taking Beiqi New Energy as an example, two pure electric vehicles EV200 and ES210 were recently launched. Among them, the EV200 has a cruising range of more than 200 kilometers under the comprehensive working conditions, and can extend the additional mileage by 13% based on the original cruising range. The ES210 has a cruising range of more than 210 kilometers. In addition, companies including BYD, SAIC, and Changan are all seeking breakthroughs in their cruising range. It is widely expected in the industry that it will look at the good market expectations of new energy vehicles in the future, and all car companies will develop at full speed in this field, and will enter the intensive product launch period next year. 
