In 2014, in the annual sales target completion rate of independent auto companies, only Changan Automobile (Weibo) and Dongfeng Liuqi exceeded 100%, and the sales target was completed. The remaining auto companies failed to complete their sales tasks. Compared with the excellent performance of European, American and Korean, the independent brand can be described as a large-scale fall, and SAIC's completion rate is only 69.2%. However, this does not affect the target sales of self-owned brand car companies in 2015.
Judging from the sales targets of the respective major car companies announced in 2015, their sales growth is expected to be higher than that of joint ventures. Chery's domestic market target is more than 400,000 vehicles, which is 14.28% higher than the actual sales volume of 350,000 in 2014; the Great Wall target is 850,000 vehicles, which is 16% higher than the actual sales volume of 730,800 vehicles in 2014; Geely targets 450,000 vehicles. Compared with last year's 410,000 actual sales, the company increased by 8%; Zotye was 200,000 units, with a target increase of 20.48%; Guangzhou Automobile has a target of 160,000 units, with a target increase of 36.98%; and Jianghuai has set a target of 300,000 units, with a target increase of up to 53.29%; Dongfeng Liuqi's sales target in 2015 was 350,000 units, and the target growth rate surged 52.2%, which is also bold. Such a general high target increase is not uncommon in the long-term target sales of the past years, and there is a lot of ups and downs. However, from the actual sales in recent years, it has not been ideal.
In contrast, the sales targets of various joint venture car companies in 2015 are generally conservative compared to the expected high growth of autonomous car companies. Beijing Hyundai completed sales of 1.12 million in 2014, an increase of 8.6% year-on-year. The target growth rate in 2015 was only 3.5% to 1.16 million units. In 2014, the only Shenlong Automobile that successfully upgraded its sales target in mid-way was completed in 2014. On the basis of an increase of 25%, the target growth rate in 2015 is also low-key at 13.6%; Dongfeng Nissan's 2015 sales target is 1 million units, which is 100,000 units lower than the 2014 target of 1.1 million units. Although the target sales of other joint venture car companies are not comprehensive, they have basically no high growth expectations of more than 15%.
From the data comparison of the sales target, the sales gap between the independent car companies and the joint venture car companies is small. However, in order to really narrow this gap, it is also necessary for autonomous vehicle companies to complete the current targets. This contrast to the expectations of 2015 also reflects the mentality of the autonomous car companies and joint venture car companies. The joint venture car companies basically follow the market macro expectations and make relatively conservative, rational and confident sales targets, while the autonomous car companies reveal a target that is rushed to counterattack and idealize after being suppressed, and this high It is expected that a tradition has basically been formed.
The result may be that in 2015, mainstream joint-venture car companies are still relatively easy to achieve sales targets, while independent car companies once again showed the state of 2014: most of them are below 100% completion rate. The expected result is that the leader in charge of sales may be changed again, such as Chery's frequent changes in the sales field. This is a vicious circle, which is even more unfavorable for the long-term development of independent brands.
Therefore, we can still see the immature development of autonomous car companies on the road of development only from the formulation of annual sales targets. We are still habitually moving forward on the road of “Great Leap Forwardâ€. This has exposed the same problems in the capacity expansion stage of previous years. Chery, Geely, BYD and other car companies have also created in just 2 years. The production capacity has doubled in the past ten years, and the production bases in the country have also been launched quickly. From now on, many bases are still in a semi-derelict state. Looking back at the sales target, Chery's new model launch plan for 2015 has slowed down compared to 2013 and 2014. Currently, only one MPV model of Arrizo is known; Geely was there before Sun Xiaodong left. At a dealer conference, Geely will face a period of product exhaustion, and it is still at this stage in 2015; the Great Wall's SUV has basically realized the layout from Haval H1 to H9; BYD's recently launched models such as Qin and Tang also Not very grounded. Although we have the same room for growth in our own expectations, the relatively high expectations are still sweating for our own brands in 2015.
At the same time, in the autonomous car companies that are known to announce sales targets, there are two car companies with sales targets exceeding 50%, one is Jianghuai and the other is Dongfeng Liuqi. Jianghuai's sales completion rate in 2014 was 89.4%. It has not been able to achieve its goals for several consecutive years. In 2015, it has raised so many targets, namely, betting SUVs and MPVs. It is understood that five models will be launched in 2015, including: the new Ruifeng S5, Ruifeng S2, Ruifeng M3, Ruifeng M6, and Heyue IEV5 pure electric vehicle. Continue to focus on these two major market segments.
Although Dongfeng Liuqi is one of the only two car companies to achieve sales targets in 2014, the expected sales volume in 2015 is still surprising. However, in the continued growth of the SUV and MPV markets, Dongfeng Liuqi may have the opportunity to continue to create myths in 2015. Judging from the launch of the new car in 2015, Dongfeng Liuqi is still concentrated in the MPV market. It plans to launch a new model with a 1.6L engine and a 5-speed manual transmission or a CVT transmission. At the same time, the sales performance in 2014 is calculated. The eye-catching sedan model Jingyi S50 will be planned to add a hatchback version and a hybrid version, followed by the S60 launch plan. Wu Xuefeng, deputy general manager of sales company of Dongfeng Liuzhou Automobile Co., Ltd., revealed at the Guangzhou Auto Show (microblogging) in 2014 that Jingyi S50's goal in 2015 is to sell 5,000 units a month. If Dongfeng Liuqi can make a breakthrough in the sedan market, then we still expect it to create another sales myth.
In 2015, the competition between independent auto companies and joint-venture auto companies will not be easy in 2014. From the number of sales targets, we have seen the gap between autonomy and joint ventures narrowing, but we hope that the respective auto companies will come in 2016. When it comes to achieving their own sales targets, this is even more exciting news. Of course, we also hope that the main car companies can more rationally deal with the formulation of sales targets, we must be scientific, do not come to the "Great Leap Forward" several times.
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