In 2014, the independent sales volume was not as severe as some pessimists said, but it was really exciting. Aside from the micro-customer market, double-digit growth has been achieved throughout the year, from 6,476,100 in 2013 to 6,264,900, an increase of 10.9%. This is a seemingly beautiful number, if not compared to the growth rate of the passenger car's overall growth rate of 13.05%. The problem is that such achievements are not the main market income, that is, the performance in the car market is weak, and the market share is maintained by MPV and SUV. At the same time, the traditional four independent auto companies are collectively weak, and Great Wall, BYD and Geely are all in a downturn. Only Chery has seen a slight increase. Chang'an's solo show does not allow us to give too much optimism to the 2015 market.
In terms of market share, the self-owned brand rebounded for a while after 12 consecutive declines, but it still ended with a decline of 0.6% to 33.9%. The "culprit" of this decline still falls to the car market. The decline in the car market by -16.9% year-on-year, the car market dropped from 3,283,200 in 2013 to 2,729,100, which is a hindrance to the self-owned brand. This decline is still based on the results of new product launches and quality upgrades in the self-owned brand sedan market. From this point of view, the joint venture has already achieved substantial results, and the containment effect of the sedan market has become very obvious.
The traditional four major dragging legs are serious. In this overall unfavorable situation, it is even more serious that the performance of the traditional four independent auto companies has led to a downturn in overall morale. Among Cheri, Great Wall, BYD and Geely, only the Chery family achieved a small increase. In 2014, the annual sales volume was 460,500 units, a year-on-year increase of 3.7%. Last year, the champion Great Wall not only withdrew from the top ten of the passenger car market, but also did not increase the year-on-year decline, down 2.4% year-on-year to 61.25 million units. The primary reason for this situation is still caused by the sharp decline of the Tengyi (microblogging) sedan series. In the SUV market, Haval still achieved a 45% ultra-high-speed growth, reaching 315,900 units. This data is also leading the entire domestic SUV market. BYD and Geely went all the way down, plunging 13.5% and 22.5% to 437,900 and 425,800 respectively.
The rise of the new generation needs to be stable. Independent brands can maintain their current status. SUVs and MPVs have made great contributions, but not all. But the characteristic is remarkable, the new generation of power is rising, and the competition pattern of independent brands is reshuffled. Changan Automobile (microblogging), which won the top spot, is a model for full bloom. In the sedan market, the spurs increased by 70.7% to 90,743 units, the SUV market CS35 increased by 33%, and the MPV market's Uno also achieved 30.1%. High-speed growth, achieving an all-round rise in the market segment. But this is not the main force of the new generation.
In 2014, the independent flash point was over-focused on the two major segments of SUV and MPV. The most representative of them is Shanghai GM Wuling and Dongfeng Liuqi. They all come from the same place: Liuzhou, Guangxi. Also good at the same field, that is MPV.
In the MPV and SUV markets, the sales growth of independent brands was the most obvious, which directly boosted the overall sales growth in 2014. SUV sales climbed 50.9% year-on-year to 1,888,300 units, and MPV surged 48.0% to 1,647,400 units. The most prominent contributors to this market segment are mainly new products launched in 2014.
GM's sales volume in 2014 surged 47.9% to 932,600 units, ranking first in sales in this field. Among them, the sales volume of Wuling Hongguang single model increased by 41.5% to 750,000 units, and the monthly average sales volume exceeded 60,000 units, becoming the first "car in the domestic automobile market." God." Baojun 730 is closely followed, forming a double sword in the MPV market. From the perspective of Dongfeng Liuqi, the year-on-year growth rate was 33.7%, surpassing the top ten sales of BAIC, JAC and FAW cars among the independent brands, ranking seventh. Became a dark horse of its own brand in 2014. After the upgrade of the Guangzhou Auto Show (microblogging), the Lingzhi series continued to grow in the past two months, with a year-on-year growth of more than 29% in December, followed by GM Wuling in the MPV market. Dongfeng Liuqi is also the only one in the top ten sales volume that relies solely on the two major segments of MPV and SUV to obtain the top ten sales. The current layout of car products, such as S50 in the market in 2015 will be a small test, but also from another side, SUV and MPV re-heat, the car market is still the foundation of independent brand development.
The traditional four brands of Chery, Great Wall, BYD and Geely, which are self-owned brands, can be foreseen in 2015. They are all in the four adjustment period. The layout and market speed of new products are not ideal, especially Geely and Chery. Faced with temporary blue and yellow. Then, the same problem in 2014 still has to plague the independent car companies, which is how to break through the dilemma in the car market? Although in the field of MPV, we have GM Wuling, Dongfeng Liuqi and Changan, but this is ultimately in the low-end market, the front battlefield of the car market is the core, and the full rise of the traditional four major car companies can guarantee The recovery of the overall market of independent brands is the main force we are looking forward to.
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