Car prices annual rankings staged chase race

Although from the sales data of the auto market in the first 11 months of this year, FAW-Volkswagen is still 60,000 behind Shanghai General Motors. Shanghai General Motors Insurance Co., Ltd. seems no suspense at first, but recently Hu Rong, general manager of FAW-Volkswagen Sales Co., Ltd., said, “VW The brand sales volume is expected to reach 1 million vehicles, but it has drawn a question mark for the boss of the car market this year.

In this year's auto sales championship battle, FAW-Volkswagen is driving full speed in order to achieve a surpassing Shanghai GM, and the latter, with the advantages of capacity development and marketing, tries to get rid of competitors’ catch-up.

“While FAW-Volkswagen has not yet announced its sales target for the next year, the situation has been formed. Whoever will occupy the top position in the auto market is a suspense left in 2013.”

Meet the narrow road

Although sales of auto makers haven't ended yet this year, some insiders at Shanghai GM said that sales in 2012 will be no longer suspenseful. At the end of last year, Shanghai General Motors had set a target of 1.3 million units for sales this year. At present, from the 1.28 million sales data released by manufacturers in the first 11 months, Shanghai GM’s total sales this year will exceed 1.38 million.

Let's look at FAW-Volkswagen. This year's sales target is 1.2 million units. Accumulated sales in the first 11 months have exceeded 1.22 million units. After Shanghai GM, it ranked second with a gap of less than 60,000 units.

However, it is worth noting that on December 12th, FAW-Volkswagen's new Bora was listed on the launch conference. Hu Wei suggested that the total sales volume of the company's public brand this year is expected to reach 1 million. According to this calculation, with the annual sales of Audi 400,000 units, FAW-Volkswagen's overall sales volume will reach 1.4 million units this year, and catching up with Shanghai GM is not impossible.

However, behind the auto market competition is not a simple digital accumulation. According to statistics, the cumulative sales volume of FAW-Volkswagen Volkswagen brand in the first 11 months of this year was 853,100. According to industry analysts, although from the market level, FAW-Volkswagen all models are very popular, but at the same time they are generally in a state of oversupplied supply, and order queuing is serious. Therefore, “In the last half month, even if The new Bora has made a lot of sales, and the sales volume of FAW-Volkswagen has not been able to supply so many cars.

However, even if it is impossible for large-scale production due to limited production capacity, the rapid growth of FAW-Volkswagen has put pressure on Shanghai GM, which has won the championship for many years, but it is an indisputable fact. According to Chen Wenkai, president of Gasgoo.com, with the gradual cracking of FAW-Volkswagen's production bottleneck and the beginning of the effectiveness of the popular South strategy, FAW-Volkswagen sales are gradually moving closer to Shanghai GM, and has become a threat to Shanghai GM in monthly sales. .

According to statistics, Shanghai GM sold a total of 140,200 units in November, a year-on-year increase of 20.6%, setting a record for the company's highest monthly sales in 15 years. FAW-Volkswagen Terminal sales reached 133,400 units, a year-on-year increase of 34.6%, and Shanghai GM's November sales figure was only less than 6,000 units. In the first 10 months of this year, FAW-Volkswagen had topped the monthly sales championship five times and its models were in the first camp in each segment.

An Tiecheng, a director and general manager of FAW-Volkswagen, said: “In 2012, FAW-Volkswagen's annual production and sales volume will exceed 1.3 million units, a year-on-year increase of 30%.” In the past five years, FAW-Volkswagen production has grown at an average annual rate. In terms of sales volume, the average annual increase rate was 29%, both far higher than the market average.

In comparison, Shanghai GM, which is in the leading position in the auto market, has not accomplished the sales target this year. After breaking through 1 million annual sales in 2010, Shanghai GM's sales in 2011 increased by 17.2% year-on-year. According to the forecast of Ye Yongming, general manager of Shanghai GM, Shanghai GM is expected to achieve 1.38 million vehicles this year, with sales volume up 12% year-on-year.

The industry believes that if there is no change in the market development situation next year, Shanghai GM will be bound by the capacity, may adopt conservative growth measures next year, while FAW-Volkswagen rely on this year's growth inertia, continue to challenge the Shanghai GM sales championship. It is foreseeable that after the 2012 sales figures have been so close, there will be a fierce battle between Shanghai GM and FAW-Volkswagen in 2013.

Segment market forces

Shanghai GM, which is well versed in marketing, has been slow to grow this year. From a vehicle point of view, Shanghai GM’s new car this year is only Mai Ruibao and the recently launched SUV product, Angkola. The rest of the products are generally in the middle of the life cycle. Currently, the main models on the market are New Regal, Xinjun Yue, Cruze, Xinsai, etc. Both have been listed for more than two years. Cai Bin, deputy general manager of Shanghai GM, frankly stated that this year the company is able to complete its tasks and the sales staff on the front line is very hard. This kind of performance is extremely difficult.

On the other hand, FAW-Volkswagen has fully attacked various market segments with its new Sagitar, new Magotan, and the newly-launched Bora. Coupled with the new Jetta that will be unveiled in the first quarter of next year, the strength is strong.

In addition, Bo Shi, General Manager of FAW-Volkswagen Audi Sales Division, believes that domestic models such as the Audi A6L, A4L and Q5 have continued to sell well since the beginning of this year, and sales of the three domestic models reached 30,295 in November. Audi's imported models are also pushing new products, and sales continue to climb. In November, sales exceeded 7,000.

Comparing the main models carefully, FAW-Volkswagen has certain advantages. In the A-class vehicle market, Jetta and Bora in FAW-Volkswagen products have always been members of 20,000 clubs, and the monthly sales volume of the new Sagitar has reached and exceeded 20,000. In terms of high-end brands, Audi is also selling more than 30,000 vehicles a month. It is the top spot in China's luxury car market.

In Shanghai GM's product camp, although the car evergreens Excelle, as well as new Sail and Cruze single month sales have also exceeded 20,000, but the high-end brand Cadillac's market performance is very different from Audi, annual sales only The Audi brand sold for a month.

However, when it comes to product issues, Ye Yongming does not worry, “In 2013, Shanghai GM’s new sales and profit growth point, Angkola is expected to enter the sales peak, with monthly sales reaching 6,000 units and orders exceeding 20,000 units. The new generation of Cadillac XTS will also be launched in 2013, which will make up for the shortage of Shanghai GM luxury cars as soon as possible. At the same time, the redesigned Regal and LaCrosse models will also be available next year." Ye Yongming has great confidence in the relay of Shanghai GM's follow-up products.

Ye Yongming stated that this is a phased adjustment process that Shanghai General Motors must undergo. This process is related to the product development cycle. At present, Shanghai GM has begun to actively adjust to resolve the contradiction between the brand down and car layout. Among them, Cadillac will shoulder the heavy responsibility of increasing sales. In the future, Cadillac products will be launched into the Chinese market every year.

Year-end market competition slowed down

In fact, if the sales figures of Shanghai General Motors and FAW-Volkswagen have already been announced, both parties can easily achieve this year's sales target without using any force in December. From the current point of view, Shanghai GM's annual target of 1.38 million units is only 100,000 units, while FAW-Volkswagen's target of 1.3 million vehicles is still less than 80,000 vehicles.

The performance of both end markets is also very strong. In the interview, the reporter found that the dealers of Shanghai GM and FAW-Volkswagen have generally reduced the discount rate of the model, and the inventory is not high.

A FAW-Volkswagen 4S store sales manager told reporters that there are not many existing cars in the store, and the inventory coefficient is only 0.4. Compared with November, the discounted prices of various models are generally recovered from 1,000 to 2,000 yuan. According to the manager, this year's Volkswagen brand's sales plan is to inject 1 million units. In the last month, Jetta's impulse may be used. However, other models do not have too much production capacity, and therefore they will not easily make profits.

A number of Audi brand dealers also said that they have already completed the annual sales tasks assigned by the manufacturers, and they are not in a hurry to sell cars in December. After visiting the auto market, the reporter found that the discount rate for Audi models in the past two weeks has been significantly reduced.

It is understood that because most FAW-Volkswagen dealers have completed sales tasks for the whole year in October this year, everyone at the end of the year is pursuing profits and not rushing to promote sales.

Shanghai GM dealers are also relatively easy. After going through the stage of making compromises to the market and lowering prices for sales, Shanghai GM dealers have also begun to stabilize their positions at the end of the year. While the sales volume has increased, the company's profits have also increased significantly.

At present, due to the completion of the annual mission indicators, many models of Shanghai GM have ceased to supply the Beijing market due to the upgrade of emission standards, and the new car, Angkola, has also been in short supply due to production problems. Many Shanghai GM dealers even have zero Inventory sales.

"Angola has no current car." A Shanghai GM Buick brand dealer told reporters that due to the late listing, Angkola's sales have little effect on the overall brand performance this year, but the high popularity has brought great potential In the market, the number of customers who have recently arrived at the store to see the car has increased significantly. The current booking of Angkola will not be available until the Spring Festival next year.

Shanghai GM statistics also show that in January-November this year, Cadillac sold 1,951 vehicles in the Beijing market, an increase of 20.06%; Chevrolet sold 15,922 vehicles in Beijing, an increase of 22.6%.

However, on the hot-selling model competition, FAW-Volkswagen has just listed on the new Bora has obvious advantages. Market participants believe that both the new Sagitar and the new Bora will undoubtedly bring more shares to FAW-Volkswagen. However, with the advantage of the price/performance ratio of Shanghai GM, brand strength will be further consolidated at the end of the year.

Shanghai GM and FAW-Volkswagen

How to maintain a leading position in the market and realize sustainable development is a question that both Shanghai GM and FAW-Volkswagen are thinking about. The two sides' answer is also to fully enter the localization.

At the Guangzhou Auto Show this year, Ye Yongming announced the production and sales target of Shanghai GM next year: 1.45 million vehicles, an increase of 5% year-on-year. In Ye Yongming's view, the key to Shanghai GM's rapid growth in the micro-market growth is the self-regulation. Shanghai GM has a better understanding of the market than other companies, and has a different perspective on the market. This was also when Shanghai GM last year sorted out the brand's sales channels, launched regional marketing, and at the same time began to reposition itself on the existing product architecture and create a brand new price system for individual models.

According to the plan, Shanghai GM will achieve annual sales of 2 million units in 2015. In order to achieve this goal, it will undoubtedly need to form a production capacity of 2 million units to support it. This year Shanghai General Motors not only expanded the Yantai Dongyue III project and the Shenyang Beisheng III project, but also deployed the fourth production base to the central region of Hubei, Wuhan. Shanghai GM took the lead in terms of production capacity and had already left behind a fight for its auto market champion.

At the same time, Shanghai GM has continuously invested more resources in local R&D. In June of this year, Shanghai General Motors and the Pan-Asian Technology Center invested 1.6 billion yuan in Anhui Guangde to build the Pan-Asian (Gwangde) automotive technology center and build a leading edge in R&D competitiveness.

FAW-Volkswagen and Shanghai GM have the same strategic layout of local businesses. An Tiecheng introduced that, with the release of FAW-Volkswagen's Chengdu plant's production capacity and the completion and use of the Foshan plant next year, FAW-Volkswagen's production difficulties will be eased. After the breakthrough in production and sales, FAW-Volkswagen's independent research and development capabilities will steadily increase. In early June, the FAW-Volkswagen Vehicle Testing Ground, which invested a total of one billion yuan, began construction. "In the past six years, FAW-Volkswagen has invested more than several billion yuan in R&D." An Tiecheng said.

It is reported that FAW-Volkswagen has now achieved the first stage of product localization and modification, partial development and optimization of imported products, as well as the second stage of appearance and exterior modification. The third phase target auto body R&D was also this year. achieve. An Tiecheng revealed that in 2015, FAW-Volkswagen will achieve the ultimate goal of technology development for vehicle development and sales target of 1.65 million vehicles.

It can be seen that Shanghai GM and FAW-Volkswagen are both making efforts to adjust the marketing system and strategic direction. Although FAW-Volkswagen has not yet announced its sales target for the next year, the situation has been formed. Whoever will occupy the first position in the auto market is a suspense left for 2013.