According to the data of the China Automobile Association, in the first half of the year, more than 80% of the sales of Chinese automakers of 10 auto groups, including Changan Automobile (000625, shares), SAIC (600104, shares) and Dongfeng Group, increased year-on-year, with an average increase of 27.92%. However, sales of BYD and FAW Cars (000800, stocks) and other companies fell year-on-year. According to data from the Association, the sales volume of 18 car companies in the first half of the year increased by more than 40% year-on-year. Except for the two joint ventures, the other 16 car companies are Chinese brand car companies, SAIC passenger cars and GAC passengers. Seven Chinese brand car companies, including cars and Beijing Auto, sold more than 100,000 vehicles.

The "Securities Daily" reporter noted that SAIC passenger cars and GAC passenger cars are relatively among the top 100 Chinese-class car companies. The sales growth in the first half of the year was 60.8% and 170.1% respectively.

Cui Dongshu, secretary general of the Association, said that the first half of the increase in SAIC passenger cars came from the outbreak of the new car Roewe 360 ​​and the new energy car. "Roewe RX5 is equivalent to the 'explosion model' GAC Chuanqi GS4, Chuanqi GS4 accounted for the Guangzhou Automobile passenger car The total sales volume is 90.8%, while the Roewe RX5 sales of 20,000 vehicles is not a problem." According to Cui Dongshu's estimation, in 2016, the sales volume of SAIC passenger cars will be at least 300,000 units, and the annual sales target of 240,000 units will be completed, creating the highest sales volume.

For the future price of joint-venture brand SUVs, most of the Chinese brand car companies that rely on SUVs to increase sales should go there? Cui Dongshu said that it is not necessary to be pessimistic. The price/performance ratio of SUV such as SAIC Roewe RX5 is not lost to the joint venture brand. At least the Chinese brand will pull down the price of the joint venture SUV.

Chinese brand sales growth

According to data from the Association, 16 Chinese brand car companies in the first half of the year increased sales by more than 40%, including Cheetah, Lufeng, FAW, Beijing and Changhe, which grew at a rate of 812.9% and 237.7% respectively. 220.2%, 206.9% and 200.2%. Cui Dongshu told the Securities Daily that these exceptions are all based on the high growth of SUV sales. For example, Cheetah had a very low base last year. It was listed on the CS10 at the end of April 2015. After the listing, sales accounted for almost all of the company’s sales. Beijing Auto and Changhe Auto have achieved high performance growth due to the successive launch of several small SUVs.

Unlike the above-mentioned top five automakers, which rely on low bases to support high-speed growth, the Chinese brands of SAIC, Dongfeng and Changan have a good market performance in the first half of the year. Among them, SAIC passenger cars sold 109,688 units in the first half of the year, up 60.8% year-on-year; Dongfeng Fengshen sales reached 66,277 units, up 26.6% year-on-year, exceeding the half-way sales target; Changan passenger car sales were 563,906 units, up 8% year-on-year.

The reporter noted that although the Changan passenger car still has a year-on-year growth, the original SUV products CS35 and CS75, sedan products Yixiang and Yuexiang all have a decline, but they rely on the CX70 and CS15 newly launched this year. SUV models have curbed the downward trend. Similarly, the SAIC passenger car relied on the "Journey Ruiteng" listed in March last year, the Roewe 360 ​​launched in September last year and the "Jesus counterattack" of the new energy vehicle, which achieved a 60.8% growth this year.

“SAIC passenger cars could have sold more, but their positioning and price are higher than other Chinese brands, which restricts sales,” Cui Dongshu told reporters. The pricing of the MG Ruiteng and Roewe 360 ​​is obviously “grounded” and changed to SAIC. Sales of cars have fallen.

SAIC passenger car "replenishment class" is full of stamina

As we all know, since the merger of SAIC and Nanjing Automobile in 2007, the two brands of Roewe and MG have also been integrated. By 2012, SAIC passenger cars have achieved production and sales of 200,000 vehicles from zero to five years in a five-and-a-half-year period, with sales of 20 billion yuan. The leap, the compound annual growth rate reached 59.3%, becoming the fastest passenger car company with the growth of domestic independent brand sales. It is worth mentioning that the average selling price of SAIC passenger cars is as high as 112,000 yuan. This is the price that all Chinese brands can't reach at the beginning. So far, few Chinese brands have been able to achieve them.

Since 2013, with the intensified market competition, especially the product replacement is too slow, SAIC passenger cars have entered a low tide period. “SAIC passenger cars originally followed the development path of the joint venture brand. The purpose is not to leave consumers with low-quality and low-priced brand impressions. However, according to market demand, the products should be based on user demand.” SAIC Passenger Vehicles Relevant persons told reporters that due to the previous pursuit of quality and accumulated technology, it laid the foundation for the premium and quality improvement of Roewe and MG.

“Wang Xiaoqiu returned to SAIC passenger car, SAIC has changed significantly, new leadership new style and new breakthrough, grasping product quality, more grounded marketing,” Cui Dongshu believes that this series of measures, SAIC passengers The car is full of strength.

He said that the performance and price of the Roewe RX5 products just listed completely broke the original thinking of SAIC passenger cars. "The Roewe RX5 has the concept of an Internet car, and the price is also low. GAC Chuanqi relies on GS4 to turn over, SAIC passenger car situation will be Better than it, the Roewe RX5 achieves a monthly sales of 20,000 vehicles.

In fact, in July 2014, Wang Xiaoqiu was transferred from SAIC General Manager to the general manager of SAIC Passenger Car. He began to use the talents of the joint venture to feed back his own brand. First, he adjusted the mid-level position of 40 people. This is in the automobile circle. For the first time; then seize the opportunity of new energy vehicles, only 2016 Roewe brand new energy products will launch four new cars; finally use the "blue core" traditional powertrain advantages to create efficient power models.

“Especially in the field of new energy, the Roewe e550 leads the new energy vehicle market with a growth rate of 238% year-on-year,” said Cui Dongshu. The reporter noticed that in the first half of the year, SAIC's new energy products increased the speed of 167% and continued to launch new products such as Roewe e950, which suppressed BYD's initiative to regain the new energy auto market in Shanghai. In the second half of the year, the three new energy products continued to develop. With the strong support of the heavy model Roewe eRX5, SAIC New Energy will further expand its market share.

In addition, from 2016 to 2020, the Roewe/MG brand of SAIC Passenger Vehicle will enter a new round of intensive new product launch, and a total of 24 new models will be launched. According to the plan, SAIC's self-owned passenger car will hit 1 million sales targets in 2020. Compared with 2015, it wants to achieve nearly 5 times sales growth target.

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