Near the end of the year, the automotive industry is again facing an important moment in its performance. From the market situation of the first 10 months, what is the performance of auto companies? The reporter recently conducted an interview with some manufacturers of passenger cars and commercial vehicles.
Passenger car companies are even more active
This year's passenger car market has been quiet in people's "cold" wait-and-see. Although new products have been introduced into the market, such as the launch of new models like Reiz, Fox, and the like, a stone has been thrown into the calm lake water, but more consumers are still not willing to release easily in anticipation of bottoming car prices. . Statistics from related departments show that sales of the passenger vehicle market continued to decline in October. However, since the beginning of this year, people have paid unprecedented attention to economical low-emission vehicles. As the state attaches great importance to energy conservation and the establishment of a sustainable development strategy, government departments have gradually shown concern and support for economical small-displacement cars from various channels. For example, officials from the National Development and Reform Commission and the Beijing Municipal Government recently publicly stated that they will formulate policies to support economical and environmentally friendly small-displacement cars.
Fuel consumption has also become one of the biggest concerns for consumers this year. In an interview, the reporter learned that LSAC has become a major sales highlight for Southeast China this year. Although it has remained low-key in marketing activities, the characteristics of LSAC's low fuel consumption and characteristics suitable for conversion are increasingly favored by young consumers. According to Southeastern Autos, the average sales volume of the lion’s saloon this year has reached 3,500 units, and sales are smoothly planned according to the beginning of the year.
As one of the representatives of the economical small-displacement sedan, Hafei Motors, this year's market performance is also quite eye-catching. According to Zhang Kanghong, the deputy general manager of Hafei Sales Co., the sales of Hafei public opinion and Hafei Lobo this year have increased substantially, of which Hafei Lobo's sales in the first 10 months have increased by 84% year-on-year. Zhang Kanghong believes that people have become more aware of the reliable quality and excellent performance of economical small-displacement cars. As a result, the degree of recognition of it has been increasing, and the stylish appearance of Hafei Lobo has attracted more attention. The eyes of many young people, so this year's sales are generally good.
In addition, the reporter also learned that the communication channels between manufacturers and consumers this year are also smoother and closer. It is understood that some brand riders who attract young consumers will be very active and the owners will often organize activities with the assistance of manufacturers. For example, the Heifei Hafei Lubao Cheyouhui often makes a donation to the Hope Engineering School in the poverty-stricken areas. It not only exchanges experience with cars on the way, but also dedicate love to the society together with the production companies, and at the same time helps the company to enhance its image.
Bus companies highlight frequent marketing initiatives to a higher level
This year's passenger car market is basically the same as in previous years, but the reporter also found that there are considerable highlights, because more and more bus manufacturers want to update the marketing model, and further promote sales from the brand effect. According to the relevant person from King Long, who just attended the European Auto Show in Belgium, Dajinlong plans to achieve sales of between 2.8 billion and 3 billion yuan this year. It is expected that this year's growth rate will reach 30%. Dajinlong has achieved great success this year in the bus market as well as in foreign markets. This year, Beijing Bus ordered about 700 Grand Dragon buses, and orders for large quantities of exported overseas guarantee the completion of this year’s mission.
As a leader in the production and sales of bus companies, Yutong Company has also attracted popularity and promoted its brand image in the “Durable Star†campaign promoted this year. The ZK6100, a tourist bus with a price of about 400,000 yuan, was sold for 1,500 vehicles as of October. In the export sector, Yutong ZK6120 maintained a good momentum of growth. As of October, the number of exported Cuba alone has reached 1,000. .
Ankai's production and sales also reached new heights this year. From January to October, the production and sales of buses increased by nearly 13.2%. This is Anke's growth rate of double digits for four consecutive years. It is expected that the sales of Ankai bus will reach more than 3,000 this year and the sales revenue will exceed RMB 1 billion.
Deterioration of production of heavy-duty trucks
When it comes to the heavy-duty vehicle market this year, business people are a bit heavy. Since April of this year, the sales of heavy-duty vehicles have been significantly reduced. According to Wang Wenyu, senior engineer of China National Heavy Duty Truck Group, sales of heavy-duty vehicles in China fell by an average of 33.99% in October, of which the total sales of the top 6 heavy-duty auto companies have remained at more than 95% of the country's total sales.
Regarding the reason for the drastic drop in the heavy truck market, Wang Wenyu analyzed that first of all, it was affected by the adjustment of the national economy's capital construction. This year, investment in fixed assets has decreased, so heavy vehicles as means of production have also been affected. Second, lack of capacity, many cars are empty, transportation and road maintenance costs are heavy, resulting in increased costs. Third, consumer loans have stopped since last year. Seriously affected the sales of heavy-duty vehicles. Fourth, new policies and regulations have been introduced frequently in the past two years, making it difficult for manufacturers to adapt to the environment in the shortest period of time. For users, it feels at a loss and it affects consumer demand.
Wang Wenyu said that the overall situation of the heavy truck market this year is very bad, but the current goal of Sinotruck is that the three major economic indicators of sales, sales revenue, profits and taxes are at least the same as last year.
Wu Yuejun, deputy general manager of Beiqi Foton, also stated that under the premise that the market conditions are not optimistic this year, Beiqi Foton plans to make rolling adjustments, and each month will have different adjustments in terms of products, costs, and services.
The relevant person of Dongfeng Commercial Vehicle Company explained that from January to October, Dongfeng Commercial Vehicle Co., Ltd. produced 132,000 cars, sold 136,000 vehicles, and the sales ratio reached 102.5%; completed 70% of the annual target, and the stock dropped by 23% compared to the previous year. Volume hit the lowest level in recent years. Among them, the first 10 months of commercial vehicle sales of 59,300 heavy trucks (including non-complete vehicles, semi-trailer tractors), to complete the annual target of 52%; sales of 48,600 vehicles, completed the annual target of 104%. In response to the current sluggish market, commercial vehicle companies have carried out the QCD improvement as a carrier, conducted in-depth cost reduction, management, and profit-raising activities throughout the company; strengthened the marketing system and increased market development; increased the development of large group customers. Strengthen the market's resilience; shorten the cycle of adaptive product R&D and trial production, and improve the punctuality of delivery of order vehicles. Dongfeng Commercial Vehicle Co., Ltd. has also stepped up the launch of new products this year. It is expected that Dongfeng Commercial Vehicle will launch new products representing the international advanced level in the first half of next year.
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