The overall performance of the independent brand market in 2012 was poor

According to statistics from the China Association of Automobile Manufacturers, in 2012, a total of 6,845,500 self-owned brand passenger cars were sold, which represented a year-on-year increase of 6.10%, accounting for 41.85% of the total passenger car sales, and a 0.38% decrease in occupancy rate over the same period of last year. In terms of the sales volume of each major car company, it can be said that several companies are happy and happy. Among them, Great Wall Motor sold 620,000 vehicles throughout the year, surpassing the traditional three-strong Chery, BYD, and Geely to win the championship of their own brand sales for the first time. And smoothly into the top eight of the automotive industry, becoming the largest "dark horse" in China's auto market in 2012. The former owner of the independent brand, Chery, saw sales decline for the first time, with annual sales of 566,500 vehicles.

【data】

Poor Overall Performance The growth data in the fourth quarter shows that compared with previous years, the self-owned brand passenger vehicles generally performed poorly in 2012. However, after entering September, sales have increased, and market share has also increased significantly. However, in terms of brand competitiveness, compared with foreign brands, the ability is generally low, especially in the mid- to high-end passenger car market, and almost foreign brands dominate the world.

Judging from the sales volume of each car company, Great Wall Motor Co., Ltd. has become a dark horse and sold 625,000 vehicles in 2012, an increase of 28% year-on-year, slightly surpassing plans. Among them, Harvard stood out with sales of 280,000 units, a year-on-year increase of 71%, and won the national sales championship for 10 consecutive years. Chery Automobile's sales fell 10.69% year-on-year, and its annual sales volume was 566,500 units. Geely Automobile's sales increased 13.56% year-on-year and its annual sales amounted to 49.15 million. Vehicles, exports have become the driving force for sales growth. In 2012, it exported 103,000 vehicles, an increase of 164% year-on-year, far exceeding the annual export target of 60,000 vehicles. BYD Automobile sold 456,000 vehicles throughout the year, an increase of 1.67% year-on-year; The fifth-ranked Jianghuai Automobile sold 448,800 units in 2012, down 3.78% year-on-year.

【analysis】

After years of development, the domestic SUV has achieved qualitative improvement in terms of quality, technology, and safety. The sales of Haval H6, Emgrand EC7, BYD Swift and other models are the best. illustration. At the same time, the self-owned brands have also been successful in overseas markets. The Emgrand EC7 has obtained four-star safety certification in Europe. Haval's fourth campaign, such as the Dakar Rally, has attracted the attention of the entire automotive industry.

As for the sales of each model, the SUV is still the biggest growth point. Among them, driven by the sales volume of the new Haval H6 and M4, Great Wall Motor SUV sales increased by 71.0% to 281,200 units in 2012, ranking first in the overall SUV market; Geely’s first SUV, the Global Hawk GX7, since last year Since its listing in April, the cumulative sales volume reached 31,300 vehicles. The sales of its main vehicle, the Emgrand EC7, increased by 52.5% to 146,500 units, accounting for 30% of its total sales. Although BYD was in a period of adjustment in 2012, it relied on sales of new vehicles (Speedy) and high sales growth of G6 and S6, which still achieved an annual sales growth of 1.67%.

The “National Vehicle” still needs to work hard to look at the Chinese auto market in 2012. Its own brand can be described as “low-elevation and high-going”. It has ushered in the fourth quarter and has achieved gratifying growth. Great Wall Motor won the championship for the first time, and successfully entered the top eight of the automotive industry. This made us once again see the hope of the rise of independent brands, and confirmed the motto of “success = hard work, the right way to talk less.”

By borrowing the words from the website of the China Association of Automobile Manufacturers, if the independent brands want to take the initiative in the future market competition, they still need to work harder, work harder, work hard, and adopt diversified and more flexible development models. , Learn from others, make up for their shortcomings, let the "national car" for the majority of Chinese consumers are happy to accept, glory for the country.