The Chengdu Auto Show in my memory is an auto show focused on selling cars. Although the western market is a battleground for military strategists, not many manufacturers really come up with heavyweight products and major strategies. Because, when the market grows and the task is almost completed, no one is a fool, no one wants to release a heavyweight product in the last three months, and then give himself a set of plans for next year.
This year's Chengdu Auto Show was as hot and dry as the weather in Chengdu at the end of August.
This is a car show that is significantly higher than the previous auto show. Starting from August 28, the "old wet" of the media has almost never stopped.
The battle for car manufacturers has begun, and it is clear that it has sent the signal of the final three months of the battle.
The new generation of FAW-Volkswagen CC was launched on the 28th. On the 29th, new cars including the Cadillac XT4, the all-new Jaguar E-PACE, Accord Ray Hybrid, Dongfeng Peugeot Peugeot 408, and Changan Yidong XT were launched. On the 30th, Roewe MARVEL The three independent brands of X, Geely Binrui and BYD Song held a huge press conference at the same time.
On the day of the Auto Show Media Day, there are also many heavy new cars including the new Audi Q2L, BMW new X4, new generation Ford Focus, Lynk & Co 03 and Lexus UX. Arrizo GX listed.
In addition to the quantity, the "quality" of the Chengdu Auto Show is also very high. The high quality is reflected in the annual strategic blockbuster models launched by the manufacturers and the annual important strategic announcements.
"The basic annual overall situation of the Guangzhou Auto Show in November has been set, but the Chengdu Auto Show at the end of August can make another rush." ​​An executive from a manufacturer sighed.
I hope that in the last three months, make use of gold, nine, silver and ten. This wish is especially important this year. This is because when micro-growth becomes the norm and when the market encounters sudden cold, the production and sales targets of this year's auto manufacturers will be completed on schedule and can be passed away. Not many in the next three months.
According to the statistics of the Automobile Industry Association:
In July 2018, the passenger car market sales reached 1.5672 million units, a decrease of 5.6% compared to the same period of last year of 1.6608 million units, and a month-on-month drop of 14.6%. Cars, SUVs, and MPVs all showed different degrees of decline year-on-year. From January to July 2018, the cumulative narrow passenger vehicle market achieved a sales volume of 13.121 million units, an increase of 4.2% from 125.91 million units in the same period last year.
In the context of the slowdown in the overall auto market growth, this year's auto companies are under great pressure to complete their annual tasks. As of the first half of this year, with the exception of SAIC Maxus's completion rate of 51.23%, almost no auto companies have completed more than half of the annual target, with an average completion rate. The rate is only 40%.
In the terminal market, the dealers' life is not easy. From time to time, gunpowder between dealers and manufacturers broke out. Volvo dealers cannot get rebates to apply for withdrawal, Subaru CEO resigns due to serious losses of dealers, and Chrysler dealers defend their rights-all kinds of negative news are endless.
There is no doubt that the next competition will be more intense. After the various manufacturers' abilities at the Chengdu Auto Show, the auto market is sending out such strong signals.
SUV dependent car companies are in danger
SUV is not only a hot spot for growth in recent years, but also a breakthrough point for independent brands to seek breakthroughs. In recent years, the highlights of the growth of independent brands in SUVs have also driven the growth of the overall performance of independent brands. For example, Great Wall Motors has become an independent brand car company with SUVs. The SUV product launched by the independent brand in recent years is also a successful one on the market, and it has become the main area to support the performance of the independent brand.
The days of independent brands in the SUV field are no longer so smooth.
According to the latest data disclosed by the China Association of Automobile Manufacturers: In July, SUV sales continued the decline in June and continued to show a downward trend. The sales volume was 640,000 units, down 6.9% from the previous month and 6.9% year-on-year; In the previous June, the sales volume of SUVs in the domestic market was 737,600, down 0.52% year-on-year and 3.12% month-on-month.
Yuguan Auto Market learned from the market that some star models in July, such as Haval H6, Trumpchi GS4, Baojun 560, Geely Boyue, and Roewe RX5, performed worse than the same period last year. Many SUV models, including Changan CS55 and CS75, have encountered considerable pressure.
However, the dark cloud that shrouded the SUV in August did not dissipate, and the market showed no signs of recovery.
On the eve of the Chengdu Auto Show, SAIC-GM Chevrolet officially unveiled its new 7-seater sedan Volando. When the pre-sale was released, Chevrolet officially announced that the starting price will not be higher than 129,000 yuan. For a 7-seater sedan, this will be the most cost-effective model since Chevrolet entered the Chinese market.
On August 30, the second SUV model XT4 under the new luxury SUV XT naming system under SAIC-GM Cadillac officially announced its launch. A total of 7 models equipped with a 2.0T engine were launched. The price starts directly from 259,700 yuan. .
This also means that the direct entry of luxury cars into the range of 250,000 yuan will once again bring pressure to joint venture brands. In the market, the end market Tiguan has dropped by 50,000 yuan. Tiguan, which starts at 160,000 yuan, has already competed with its own brand SUV. In face-to-face competition.
Cars are making a comeback
"The one who wins the car wins the world." On August 30, at the listing ceremony of Geely Automobile Binrui, An Conghui once again raised his arms and shouted. This is not the first time that An Conghui has said that Geely has always been at the forefront of the industry in terms of cars. When Geely Binrui has covered the entire street of Chengdu’s eastern suburbs, An Conghui once again told the car about its new strategy.
An Conghui has stated many times that it is more difficult to succeed in making a sedan with its own brand of SUV, but Geely chose a more difficult road from the beginning, and facts have also proved that after the success of the sedan, it is relatively easy for the SUV to succeed. Geely has also achieved success in Boyue and Yuanjing.
However, with the release of Binrui, it shows that after Geely has successfully filled up the vacancy in the SUV field, the sedan is still its focus.
And Yu Jingmin, deputy general manager of SAIC Passenger Vehicle Company, also said to Yuguan Auto Market: “Without the sudden emergence of new body styles, cars and SUVs are two businesses that each account for half of the country. Therefore, SAIC Passenger Cars has always insisted. Walk on two legs."
SAIC's passenger car was also the first to lay a foundation in the field of cars, striving to reach the mid-to-high end. Although it is more difficult for cars to succeed, compared to entering the SUV market where joint ventures are unwilling to explore the price, it is better to cultivate corporate capabilities, and when SUVs ebb, the competitive advantages of these companies will appear.
The new energy market begins to calm down
Although the new energy market is still developing rapidly, the degree of fanatical enthusiasm for the new energy market by manufacturers is not as irrational as before.
The most typical is BYD, which once ran all the way and won 70% of the new energy market. In the first half of 2018, BYD's new energy vehicle sales exceeded 71,000 units from January to June, an increase of 106% year-on-year. With the increase in products, BYD continued to maintain its No. 1 position in the new energy market.
However, as more and more products are launched on the market, competition in the new energy market is also intensifying. The era of thriving will pass, and BYD has begun to rationally treat the new market situation.
On August 30th, BYD officially launched a new generation of Song models. The new models are the same as the Tang launched earlier, with Song 1.5T fuel version, Song DM model and Song EV model.
Among them, the new generation Song (fuel) is priced from 79,800 yuan to 119,800 yuan; the new generation Song DM is priced from 176,900 yuan to 206,900 yuan after comprehensive subsidies; the new generation Song EV 500 After the comprehensive subsidy, the price is 189,900 yuan to 219,900 yuan.
Li Yunfei, deputy general manager of BYD Automobile Sales Co., Ltd., revealed to Yuguan Auto Market: “BYD’s future strategy is to "go on both legs" with fuel vehicles and new energy. Each model will be launched with a fuel version and a new energy version."
This is also the starting point for BYD's strategy to be more pragmatic and closer to the market, and to further strengthen the traditional fuel vehicle market after gaining a dominant position in the new energy market.
Self-owned brands from looting sites to scoring names
If in the previous stage, independent brands were still considering the issue of survival, then next, independent brands that have achieved a certain market position and scale have higher demand.
SAIC Roewe MARVEL X announced the price and opened public pre-sale on the eve of the opening of the Chengdu Auto Show: the rear-drive version is priced at 268,800 yuan, and the full-drive version is priced at 308,800 yuan.
As the world's first mass-produced pure electric vehicle equipped with "AR augmented reality technology", the Roewe MARVEL X directly targets ABB.
SAIC Maxus, which takes the C2B business as a breakthrough, released the 2019 EG10 pure electric MPV at the Chengdu Auto Show, and at the same time announced the "regret medicine" for the C2B business. That is to say, if you are not satisfied with the previously selected configuration, you can still do it. replace. This is also a new starting point for the C2B business to challenge Toyota's lean production methods.
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