Recently, "Geely Emgrand Family Sales Exceeded 3.76 Million Units" made the headlines of the hot search of "Car Selection Network", but the decline in sales for five consecutive years raises questions: how long can Geely Emgrand, which has successfully counterattacked in the A-class family car market, be hot?
Full of accolades
Geely Emgrand sedan, which has sold 3.76 million units in 14 years, has recently received high praise from the industry.
Geely's official report said: "The Geely Emgrand family sold 23,426 vehicles in November, an increase of 27% month-on-month and 11% year-on-year, with cumulative sales of more than 3.76 million units since its listing, and a total of more than 10,000 units sold in 144 months, setting a new high for the total sales of Chinese brand A-class family cars." ”
There is a ** report: "The Emgrand family has broken the monopoly of joint venture cars in China's A-class sedan market, allowing independent brands to have the right to speak in this market segment with the largest share and the most fierce competition." It can be said that the growth history of the Emgrand family is the epitome of the counterattack of independent brands and joint venture brands. ”
There is also a ** report: "Geely Emgrand family sales exceeded 3.76 million units, which broke the monopoly of joint venture cars in China's A-class sedan market, allowing independent brands to have the right to speak in this market segment with the largest share and the most fierce competition." The growth history of the Emgrand family is the epitome of the counterattack of independent brands and joint venture brands, and the emergence of Emgrand has allowed Chinese to drive the best Chinese cars. Emgrand Sedan is the representative of China's champion family car, and it is the 'three champions' in terms of sales, reputation and products. ”
Sales**
Judging from Geely's official data, the sales of the Emgrand family increased year-on-year and month-on-month in November, but from the perspective of the past five years, Emgrand sales have declined year by year.
According to the data of the Passenger Association, in 2018 and 2022, the Emgrand series of sedans will continue to change their strategies to adapt to the market - on the product side, there are Emgrand, Emgrand GL, and Emgrand L;Power subdivision, there are 18l、1.5l、1.4t and 15T, pure electric, plug-in hybrid, and even the latest Thor "super electric hybrid". Despite this, the annual sales volume increased from 39540,000 units to 21100,000 units.
Emgrand's sales have almost halved in five years, what has happened to the market?
From the demand side, under the consumption Xi of big is beautiful, although A-class cars are the largest segment of passenger cars, their proportion is declining year by year. Statistics show that from 2018 to 2022, the annual sales of A-class cars accounted for 60 percent of the total number of passenger cars7% to 507%。In the same period, the proportion of B-segment cars increased from 193% to 259%。
At the same time, the consumption upgrade is also reflected in the market demand for A-class SUVs, which is greater than the demand for A-class cars. Statistics show that in 2018 and 2022, the annual sales of A-class SUVs accounted for 39 percent of the total number of A-class vehicles7% to 499%。In the same period, the proportion of A-class sedans increased from 517% to 476%。
From the supply side, the profitability of SUVs is greater than that of sedans, which is one of the reasons why some OEMs are heavy SUVs and light cars. Statistics show that the average price of the A-class sedan market in 2018 and 2022 has risen, but it has always been lower than 130,000 yuan, while the average price of the A-class SUV is around 160,000 yuan. During the same period, the annual sales of A-class sedans shrank from 800 billion yuan to 700 billion yuan, and the annual sales of A-class SUVs increased to 900 billion yuan.
Obviously, compared with the shrinking and hard-to-profit mid-range sedan market in which Emgrand is located, most Chinese brand OEMs are more willing to put the latest technology into the SUV field, which is easier to cost.
In fact, changes in the market environment of A-class sedans have not only affected Emgrand sales, but also had a huge impact on the joint venture sedans that have been in the top three rankings all year round.
According to the data of the Passenger Association, the annual sales of Toyota Corolla + Lei Ling in 2018 and 2022 will drop from nearly 600,000 to 450,000 units;Nissan Sylphy dropped its annual sales from 500,000 units to 400,000 unitsThe number of Volkswagen Lavida dropped from 500,000 to 370,000.
Obviously, the environment in which Geely Emgrand has been in for more than ten years has not improved, but has become worse and worse - on the one hand, the ** battle from the A-class SUV has made the A-class sedan market space smaller and smaller;On the other hand, the huge pressure from the joint venture car brand and cost advantage has forced Emgrand to pay close attention to the development of the situation and change its tactics at any time.
How long can Geely Emgrand, which has sold a total of 3.76 million, be able to sell well?It's hard to give an answer. But Geely Emgrand, which has sold a total of 3.76 million yuan, is of great significance: just as there is Great Wall Haval in the SUV field, Geely Emgrand has also established confidence in the development of Chinese cars.