In 2014, how are the sales targets of major auto companies completed? Is 2015 still triumphant? As the production and sales volume in 2014 finally came out, we saw the answer sheet. The China Association of Automobile Manufacturers expects that the year-on-year growth rate will still be as high as 7% in 2015. However, there are many car companies that have not completed the 2014 target, which is obviously more rational. The sales target in 2015 is even lower than that in 2014.
More than half of the car companies did not complete the 2014 sales target. The reporters took stock of 15 car companies, ranked according to the number of sales targets in 2014, and many independent car companies with lower target sales were not included in the statistics, and they almost never completed. Targets at the beginning of the year: For example, Shanghai Automobile has a target of 260,000 vehicles and actual sales of 180,000 vehicles; Lifan Motors has a target of 200,000 vehicles and actual sales of 145,000 vehicles; Jianghuai Automobile has a target of 219,000 vehicles and actual sales of 195,800 vehicles... Overall, More than half of the car companies that have not completed the 2014 sales plan. Moreover, this is still the case when some car companies saw that the sales situation was unsatisfactory at the middle of the year and at the end of the year, and the target sales volume has been lowered. For example, FAW Toyota in Toyota has a sales target of 660,000 units at the beginning of the year, which was adjusted to about 620,000 units around September 2014. The final actual sales volume was 582,200 units. The target for Geely Automobile at the beginning of the year was 580,000 units. Adjusted to 430,000 vehicles, the actual actual sales volume was 425,800 units - even so, the two car companies failed to achieve their goals.
Of course, there is also a good situation, like the Shenlong car. The original target was 650,000 at the beginning of the year, and later it was upgraded to 700,000, and the target was still exceeded.
From the point of view of the car system, almost all European and American car systems have achieved sales targets; in the Korean cars, Dongfeng Yueda Kia has not been completed, but it is quite close to the target number. Among the Japanese cars, Changan Mazda, which has the relatively low base, has completed its mission – its target number is only 100,000. Self-owned brands, as mentioned above, the situation is even more worrying.
In 2015, the goal of car companies was more rational. So, when setting the sales target for 2015, many car companies showed more rationality.
Beijing Hyundai completed sales of 1.12 million in 2014, an increase of 8.6% year-on-year. However, its target growth rate for 2015 was only 3.5% to 1.16 million units. Shenlong Automobile increased by 25% year-on-year in 2014, and its target growth rate in 2015 was also low-keyed at 13.6%. Dongfeng Peugeot, a subsidiary of Shenlong, ranked first in the industry with a 43% increase in 2014, and its target growth in 2015 was also Rationally set at 17%.
Car companies will pay more attention to adjusting the brand development strategy. Dongfeng Nissan's general manager, Yue Jin, said in an interview with reporters that in view of the increasingly difficult environment in China's auto market, Dongfeng Nissan's sales target for 2015 is 1 million units, which is 100,000 units lower than the target of 1.1 million units in 2014. At the same time, playing Yue Jin said that 2015 is a very important year and the first stage of the next development period. Dongfeng Nissan will also reflect on it, especially in terms of its own network structure and product strength.
Even the Dongfeng Peugeot, which has grown rapidly in 2014, has not lost its rationality. “In 2015, Dongfeng Peugeot’s biggest challenge was whether the middle and high-end market could make a difference.†Dongfeng Peugeot’s general manager Li Haibao said when he was interviewed after the new 508 listing event of Dongfeng Peugeot.
SUV models continue to work No matter what the completion is, the SUV is crucial.
Changan Automobile is one of the few brands in its own brand that has exceeded the sales target of 2014. Among them, the CS75 and other SUV models have contributed. In 2015, the SUV market is still the focus of Changan Automobile: 5 new models will be launched soon, and SUVs will occupy 3 models: CS35, CS95, 4WD CS75, and the other two are Yidong electric vehicles and Change the escape.
Dongfeng Nissan's target of 1.1 million vehicles last year, only completed about 85%, the game said that the main reason is that the Sunda and the Sunshine are far from the expectations of the beginning of the year, and the SUV model Qijun performed well.
Great Wall Motor only completed 730,800 of the 890,000 vehicles last year, but securities analysts are still optimistic about Great Wall Motor's stock, maintaining a "buy" rating, the reason is its SUV products: "Great Wall deep focus strategy will still make it in SUV this The fast-growing sub-sectors remain super competitive, so despite a round of valuation repairs, we believe the valuation of the Great Wall is still very attractive."
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