Analysis of sales of joint-venture brand cars from January to August this year

Since its birth, it has caused the industry to dispute its nature and ownership. At a recent automotive industry forum, ministries and commissions such as the Ministry of Industry and Information Technology and the National Development and Reform Commission have successively elaborated on the concept of joint ventures, emphasizing that "joint venture autonomy" is an important part of the development of the Chinese automobile industry, and revealed that in the future policy development, joint ventures and independent brands will be treated equally. .

The joint venture's own brand positioning is lower than that of foreign brands, and it forms a direct competitive relationship with independent brands in low-price markets. Although the current situation, the number of joint venture independent brands and sales are relatively small, but its development can not be overlooked.

According to the data compiled by Gasgoo.com, from January to August this year, China's own brand sales totaled 2,548,800, of which four are joint-venture brands (Guangqi Honda Concept, SAIC-GM-Wuling Baojun, Dongfeng Nissan Kai Chen and Dongfeng. Honda's sales totaled only 90,600 vehicles, which seems to be slightly insignificant in the sales volume of its own brand, but the sales volume of a single joint-venture independent brand is comparable to or even higher than the sales of many small and medium-sized autonomous vehicle companies. For example, the sales volume of Baojun 630 from January to August this year totaled 43,100 vehicles, which exceeded the sales volume of Dongfeng Passenger Vehicles, Huatai Automobile and other automakers in the first eight months of this year.



The market sales volume of these four joint-venture brand models is quite different. Among them, Baojun 630 had the best sales, although its time to market (August 2011) was slightly later than concept S1 (April 2011), but from January to August this year, its sales totaled 43,100 units. The sales volume was as high as 5,387 units, and the monthly maximum sales amounted to 9,006 units (appeared in January), which was the highest among the four joint ventures.

Although the idea was listed first, its sales did not have a leading edge. It was launched in April 2011. From January to August this year, the cumulative sales volume was 1,900 units, the average monthly sales volume was 2,381 units, and the monthly sales volume was the highest at 4,060 units, not only lower than Baojun 630, but also lower than Kaichen D50.

Kai Chen D50 and Siming were officially listed in April this year. As of August, Kai Chen has achieved cumulative sales of 19,200 units, with an average monthly sales of 3,832 units, and the highest monthly sales reached 5,062 units. Siming’s cumulative sales volume is only 9,276 units, with the lowest sales in four joint ventures.

The level of sales of the joint venture's own autonomy is related to the importance attached to it by automakers. Among them, SAIC-GM-Wuling and Dongfeng Nissan paid high attention to joint venture autonomy, and both of them used independent channels to sell their own joint venture brands. For the mini vehicle giant SAIC-GM-Wuling, joint venture autonomy is also a strategic move into the passenger car (narrow market) market. In the future, Baojun will also introduce hatchbacks, SUVs, and MPVs.

Dongfeng Honda has not paid enough attention to the joint venture's own brand. It is understood that Dongben’s advertising campaign on Si Ming is not very important, and its sales have not given corresponding policy support. It is just selling Siming in its channels. In the previous period, there was an event where Dongben 4S shop changed the price of Siming to Tianlai.

Although there are currently only four joint venture self-owned brands and the overall sales volume is relatively low, more joint-venture independent brands will emerge in the future. Beijing Hyundai Shouwang, Dongfeng Yueda Kiadian, FAW-Volkswagen Carrier, Shanghai Volkswagen Tianyue, etc., and Changan Mazda, Changan Ford, GAC Toyota, FAW Toyota, BMW Brilliance, and Shenlong Automobile have all named their joint-venture brands. Other companies also plan to launch their own joint venture brands.

From the above we can see (including not limited to): 1, the current joint venture autonomous overall sales, although small, but in the future its follow-up models and more joint-venture independent brand after its listing, its sales will be greatly improved, which will snatch its own brand more More market share; 2. In joint ventures, the brand market with independent sales channels performed better.