New pattern of joint venture car enterprises: Germans eat old, Japanese continue to pick up
At present, in the top ten car manufacturers, the joint venture is still dominant. Although the sales of the two German joint ventures have declined, they still occupy the top two, and two of the three Japanese joint ventures have City rise
The Chinese auto market experienced partial recovery after experiencing a cold winter in the automobile market. At present, in the top ten car manufacturers, the joint venture is still dominant. Although the sales of the two German joint ventures have declined, they still occupy the top two, and two of the three Japanese joint ventures have The city rose.
Industry insiders pointed out that the first financial reporters rely on the continuous stable product output of the German car is eating in the Chinese market, while the Japanese car relies on its durability and economic advantages to find its position in the Chinese car market. For the market outlook, the industry has different views.
Japanese market share is approaching the German system
In the first quarter of 2019, sales were released. Only three of the top 10 car companies in China achieved growth, and the remaining seven car companies experienced different degrees of decline.
German-based joint ventures SAIC Volkswagen and FAW-Volkswagen still ranked first and second, but sales fell 8.8% and 17.7% respectively. However, the decline in March narrowed by 5.9% and 7.3% respectively. Representatives of German luxury cars, Porsche's cumulative sales in the first quarter of the Chinese market was 16,890 units, down 10% year-on-year, while Porsche's second largest single market in the world sold 1024 units in the same period, an increase of 8%, which is more distinct from the Chinese market. Compared.
The sales of Guangqi Honda, GAC Toyota and Dongfeng Nissan in the Japanese joint venture car camps rose against the trend. In the first quarter of this year, Guangqi Honda sold a total of 188,000 new cars, an increase of 11.4% year-on-year. In March, sales of all models reached 72,000 units, up 27.5% year-on-year; GAC Toyota sold 162,000 new cars, up 46% from the same period of last year; Dongfeng Nissan sold 251,000 units, up 3.4% year-on-year; Dongfeng Honda The cumulative sales of terminals was 154,000 units, a year-on-year increase of 19.8%.
Behind the numbers is the undercurrent of changes in the pattern of car companies. “The Volkswagen brand hopes to achieve 1 million SUV sales in 2019.” Volkswagen China CEO Stephan W?llenstein said in an interview with the First Financial News last month that in the farther 2021, Volkswagen discussed the popular brand in the Chinese market. It will achieve a level of 3.5 million vehicles, and the proportion of SUVs will increase to over 40%.
As the representative of German cars in China, the Volkswagen Group's Volkswagen, Skoda, Jetta and other brands have previously represented hundreds of thousands of mass-produced joint-venture brands, and its Porsche brand is also popular among the first-line luxury car brands. However, Volkswagen Group CEO Herbert Diess made it clear in March this year that Volkswagen will face more difficult challenges in many important auto markets in 2019, especially in China, in the eyes of Diss. Volkswagen's sales in China will drop significantly this year.
"For this year's overall sales forecast, we are working hard to exceed sales last year." Honda China's Minister Mizuno Mizuno told reporters at the Shanghai Auto Show that he also threw out Honda's forecast of overall sales growth in the Chinese market this year. .
Judging from the current situation, the German and Japanese companies still outperformed the market in China, but the Japanese performance was even better. In the first quarter of 2019, the market share of German cars increased from 21.27% in the same period last year to 22.98%, an increase of 1.71 percentage points. In the first quarter, the cumulative sales of Japanese brands in China was 1,062,200 units, a year-on-year increase of 5.4%. From the market share, Japanese cars increased from the market share of 16.83% in the same period last year to 20.63%, an increase of 3.8 percentage points. The Japanese market share is getting closer and closer to the German system. Although the Japanese system still has a gap of about 2 percentage points, from the perspective of the momentum, the Japanese market share is rising faster than the German system.
The battlefield shifts to new energy vehicles
“Chinese consumers are generally more sympathetic to German and Japanese cars.” Fang Lanliang, global partner of Roland Berger, told the First Financial Reporter that the technology and performance of German cars, the durability and economy of Japanese cars, It has a certain advantage in a highly competitive market.
"The German and Japanese cars have good product strengths." Senior tester Tang Haitao told the First Financial Reporter that the German car's chassis is relatively solid, and the traffic quality and handling are better. The quality of Japanese cars is relatively stable and reliable, saving fuel and worry, and also includes research and development advantages in new energy sources such as hybrids in recent years.
However, Professor Yin Chengliang, deputy dean of the Automotive Engineering Research Institute of Shanghai Jiaotong University, pointed out to the First Financial Reporter that the expected total sales volume of the Chinese auto market has reached the staged ceiling. In the context of the total amount of hard to rise, it is impossible to be happy. If there is an increase, it will inevitably fall, and it will give up part of the share.
According to data from the National Federation of China, the total retail sales of China's domestic auto market in the first quarter of 2019 was only 5.078 million units, down 10.5% from the same period of last year. This sales volume was only slightly higher than the 4.981 million units in the same period of 2015, compared with the past three. In the same period of the year, the lowest 2017 was 5.428 million and the number was 350,000.
In Yin Chengliang's view, in the context of the overall downturn in China's auto market, short-term Japanese automakers are ushered in a resurgence in sales. On the one hand, it is mainly due to the product and cost advantages of Japanese automakers. In foreign automakers, Japanese automakers understand China. People's consumption psychology is good at pondering the changes in the needs of Chinese consumers, while at the same time controlling the cost of bicycles. On the other hand, Yin Chengliang believes that the recent warming of exchanges between China and Japan has also contributed to the rebound in sales of Japanese cars. "But I don't think there is a certain department of foreign-owned car companies that can always go up." Yin Chengliang is cautious about the market outlook.
In fact, the German and Japanese companies, which are very dependent on China's important overseas market, have actively sought a new share in the Chinese market, and both eyes are continually investing in the rising new energy market. The latest data from the China Association of Automobile Manufacturers shows that the production and sales of new energy vehicles in China doubled in the first quarter. The spokesperson of the Ministry of Industry and Information Technology recently predicted that the production and sales volume of new energy vehicles in China will reach 1.5 million this year.
Compared with the German Volkswagen with the advantage of “running volume”, the Japanese Department pays more attention to its advantages in the hybrid field. Guangqi Honda recently launched the Odyssey (ODYSSEY) sharp and hybrid model, which is the first Honda launched in China. Hybrid MPV. Zheng Heng, executive vice president of Guangzhou Automobile Honda, told the First Financial Reporter that the sales target of this year's hybrid models is 40% of the entire Odyssey model.
As the only foreign-invested car company that has recently expanded its shareholding ratio, Germany’s BMW is also in the process of exerting its strength. The groundbreaking ceremony of the BMW Brilliance Product Upgrade Project (Dadong Plant) was held in Shenyang recently. It will upgrade the production facilities of the Dadong Plant and further improve the manufacturing capacity of the Shenyang production base. After the upgrade is completed, the production of traditional fuel vehicles will be realized. New energy vehicles will be produced in line, and 54170 new energy vehicles will be added.
The curtain of the German and Japanese competitions in China may have just been opened.