Although the National Information Center predicts that the sales volume of the auto market in 2015 will increase by only 7% year-on-year, which is basically the same as the growth rate in 2014, this does not hinder the investment enthusiasm of major auto companies. With the announcement of the production and sales plan in 2015, each car company has raised its sales target and launched a new round of competition while expanding its production capacity. It is widely expected in the industry that from the perspective of production and sales targets announced by automakers, radicalism is more conservative than optimistic than cautious. Many automakers are still looking forward to triumphantly. This year, not only will more automakers sell more than 1 million vehicles. It is even possible to create a company with sales exceeding 2 million units.
The growth rate of luxury cars is higher than the average speed of the industry
Although the sales growth of luxury brands slowed down in 2014, the growth rate is still about twice the average growth rate of the industry. Therefore, each luxury brand has set a target higher than the average growth rate of the industry in 2015.
Previously, FAW-Volkswagen Audi first actively adjusted its strategy and set a more flexible target for sales in 2015. According to Ge Shuwen, executive deputy general manager of FAW-VW Audi Sales, FAW-Volkswagen Audi's growth target is 10%-15%. Between FAW-Volkswagen Audi will confirm this target on a quarterly basis. However, according to last year's FAW-Volkswagen Audi sales of 575,077 vehicles, even if the growth of 10%, sales will exceed 630,000.
BMW's target this year is 500,000 units, a net increase of 45,000 units. This is obviously a conservative production and sales target, but some sources said that BMW asked for "challenge 550,000 vehicles." Mercedes-Benz has also achieved good results in catching up with the two major competitors in the Chinese market. According to the sales target set three years ago, Mercedes-Benz will achieve the goal of 300,000 vehicles this year. In 2014, Mercedes-Benz sales in China reached 288,000 units, only one step away from 300,000 units. Therefore, the industry predicts that Mercedes-Benz will grow 28% in China last year. According to this growth trend, the possibility of hitting 350,000 vehicles will not be ruled out this year.
Compared with the top three Germans, the luxury brands in the second camp are not to be outdone. Previously, Gao Bo, who was promoted to the position of Jaguar Land Rover Greater China at the beginning of the year, said, “The overall growth rate of the auto market will remain at 6%-9%. The growth rate of the luxury car market will be twice as fast as the overall growth rate. For Jaguar Land Rover. For China, we expect to maintain double-digit growth in the future."
It is reported that with the listing of the domestic Range Rover Aurora, Jaguar Land Rover will target this year's sales target at 160,000 units. Volvo and Cadillac, which are expected to continue their rapid growth last year, will plan to break through 100,000 vehicles in the Chinese market this year.
Volkswagen General Impact 2 million targets
According to the plan, Shanghai Volkswagen's sales target this year is 1.9 million vehicles, and sprints to 2 million vehicles. If the latter is realized, the growth rate will reach 16%. This year, Shanghai Volkswagen will focus on winning sales through segmentation of market products and appropriate marketing.
In 2015, Shanghai Volkswagen launched a new “wide body coupe†Lingdu. With the further release of production capacity, Shanghai Volkswagen will welcome its product year this year. It is understood that in addition to Lingdu, LaVida will also face a major change in the middle of the year, in addition, the new Passat and the new Touran will also be released at the end of the year; Skoda brand, the next generation Jing Rui and the new speed will also be launched this year.
FAW-Volkswagen has set a sales target of 1.85 million units this year, with a target increase of 3.9%. According to its "2020 Strategy", under the strategic framework, the annual production and sales volume in 2020 will reach 3 million. In 2015, FAW-Volkswagen only determined the sales target of 1.85 million units. The relatively conservative sales target also reflected the shortage of FAW-Volkswagen production capacity. At present, the overall production capacity of FAW-Volkswagen has reached 1.8 million. The second phase of the South China Base project under construction this year, the East China Qingdao plant that has already started construction, and the Tianjin plant in North China, which is under construction, have become a solution to the problem of production capacity. An important guarantee for future planning.
As the biggest competitor of Volkswagen in the Chinese market, Shanghai GM has set a target of 1.9 million sales this year. It is understood that in 2015, Shanghai GM, in the case of steady growth in sales, one of the important tasks is to enhance the brand. In 2015, the two main models of the Shanghai GM B-Class car market will be replaced by Regal and LaCrosse, and Chevrolet Corvette will be officially launched.
The industry generally believes that whether it is Shanghai Volkswagen, FAW-Volkswagen, or Shanghai GM, it has only set a guaranteed number. As long as the capacity gap is solved and released quickly, it is expected to challenge the target of 2 million vehicles this year.
Joint venture brand pattern differentiation
Compared with Volkswagen and GM's production and sales in China, Beijing Hyundai, Dongfeng Nissan and Changan Ford in the second camp did not stop chasing.
It is understood that after the unsuccessful sales of 1 million vehicles in 2014, Dongfeng Nissan continues to challenge this goal this year. Last year, the Dongfeng Nissan Dalian plant was officially put into operation. The annual production capacity of the first phase will reach 150,000 units. After the completion of the second phase, the production capacity will reach 300,000 units, which will greatly solve the worries of Dongfeng Nissan in terms of production capacity. With the improvement of production capacity, Dongfeng Nissan will also launch an impact on 1 million vehicles.
Beijing Hyundai's sales target for 2015 is 1.16 million units, with a target growth rate of only 3.6%. Compared with the completion of sales in 2014, this year's sales target is more conservative. Liu Zhifeng, executive deputy general manager of Beijing Hyundai, said that as the fourth company with annual sales exceeding 1 million units, Beijing Hyundai plans to launch two new models of the ninth-generation Sonata and the new mid-size SUVs, which will continue to promote D+. The S" strategy aims to achieve a cumulative production and sales of 7 million units.
Among the joint venture car companies, Changan Ford's growth plan is the most radical, and has set a goal of challenging 1 million vehicles, an increase of nearly 200,000 vehicles, an increase of 25%. According to the "1515 Plan" proposed by Ford Motor in 2011, by 2015, Ford will launch 15 new products in China, and the annual production capacity will increase to 1.2 million.
Dongfeng Yueda Kia also determined the target of production and sales of 750,000 vehicles in 2015, with a pure growth of nearly 100,000 units, an increase of nearly 20%. In 2015, Dongfeng Yueda Kia is expected to launch four new models, which will increase the number of dealers through new product launches and replacements, thus expanding the dealer network to market the product.
The legal system and Japanese brand targets are relatively cautious. Shenlong Automobile will target 800,000 vehicles this year, of which Dongfeng Peugeot will bear 450,000 vehicles and Dongfeng Citroen will have 350,000 vehicles. Guangqi Honda completed 480,000 vehicles in 2014. For 2015, the target is “not lower than the industry growth rateâ€. According to the 8% increase, the target is close to 520,000.
Independent brand raised expectations
With the cessation of the “12 consecutive losses†last year, the sales of self-owned brands also began to rebound, and they are full of expectations for this year’s sales target. Many independent brand car companies are optimistic about the prospects of this year’s auto market and put forward high growth targets. .
For the first time, Jianghuai Automobile set the target sales volume of passenger cars at 300,000 units, an increase of more than 50% compared with the actual sales volume last year, reaching 53.8%. In 2014, Jianghuai Ruifeng S3 became the monthly sales champion of similar models in just three months. Driven by the rapid growth of SUV sales with Ruifeng S3 as the main force, JAC actively increased its sales target for 2015.
In 2015, GAC Chuan’s target was 160,000 units, compared with 116,800 units in 2014, with a target growth rate of 37%. In 2014, GAC Chuanqi achieved a total sales of 116,800 units, a year-on-year increase of 41%. Among them, the SUV model GS5 sold a total of 76,100 units, an increase of 15.8% year-on-year, accounting for 65% of Chuanqi brand sales. From the sales structure and profit of GAC passenger cars, accelerating the layout of the SUV market is an important way to obtain sales and profits.
At the same time, SAIC, Dongfeng and BAIC and other independent passenger car brands are also full of confidence, have set a sales target of about 30% growth.
In comparison, the expected sales growth of independent brands such as Chery and Great Wall is relatively conservative, only 12% and 16.4% respectively. In this regard, the industry believes that although the target of Chery and Great Wall and other independent brands in the key period of transformation is more cautious, the growth expectation is still higher than the industry average, considering that the independent brands will focus on SUV in 2015. In terms of sub-fields, the market share of SUVs in the entire self-owned brand passenger car market will continue to expand in the future. It is expected that sales of self-owned brands will still create new highs this year, and get rid of the shadow of sustained slowdown in the past two years.
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