Aside from the export market and only focusing on the domestic market, the mainstream car companies in the current independent camp have been divided into four echelons with clear levels.
BYD, which has an annual sales volume of more than 2.5 million vehicles (the amount of insurance), is the first out of gear;
Changan and Geely, with about 1.35 million vehicles, belong to the two giants;
Down from the top 3, the scale fell directly to 800,000 vehicles: the "top four" of Great Wall, GAC, Chery and Wuling are concentrated between 70-800,000 vehicles.
If you look further down, the scale has dropped to 300,000 units, including Hongqi, which has a luxury positioning, and SAIC, which urgently needs to boost sales.
Continuing from the previous article ("BYD Rejoices Alone, Geely Loses Sales and Wins the Aftertrend 2023 Car Companies Record Independence Chapter (Part I)") Let's talk about the independent camp today.
Three and four echelons.
Chery Automobile. In 2023, the number of vehicles insured will be 740,000, a year-on-year increase of 1966%
New energy penetration rate (December last year): 1057%
Although I have not been very optimistic about the Great Wall in the past two years, even Chery has caught up and overtaken in 2023, which still surprises me. Because according to the impression, Chery's topic and product popularity are far less than the Great Wall, not to mention the two years of the explosion of the new energy market, Chery has never come up with a plug-in hybrid or electric vehicle that is bright enough.
However, looking at the sales volume, whether it is the whole year of 2023 or the recent December, four of Chery's five passenger car brands have achieved considerable growth, and the group as a whole has achieved a growth of nearly 20% in 2023, and the growth rate in December has reached 30%, which is quite outstanding for car companies with annual sales of more than 500,000 units.
Chery's increment mainly comes from**? Is it really thriving? We still have to go deeper into the specific model.
As shown in the table above, Chery's main brand is still the Tiggo 8, and last year's sales were as strong as ever, and the small outbreak in December raised the average monthly sales to more than 10,000 units. However, the biggest contributor to the increase is the Arrizo 8, which was launched in September 2022 - this car was a bit sluggish in the first half of last year, but added 2After the 0T high-energy version, the momentum improved significantly, and the monthly sales remained at about 9,000 in the second half of the year, and the last December exceeded 140,000 units.
The Exploration 06, which was launched in August last year, can be regarded as Chery's attempt at an off-road SUV, but the effect is average, with an average of only about 2,000 units per month. The Tiggo 9, which was launched at the end of May, has somewhat exceeded expectations, with monthly sales stabilizing at the level of 1,000 units, considering its pricing of more than 150,000 yuan, it is already much stronger than Xingtu Yaoguang.
In the context of the outbreak of the new energy market, Chery New Energy has become the only sub-brand, EQ7 Shuxiangjia from the big ant is still bleak, and surrounded by models such as LUMIN, Panda mini, and Seagull, QQ ice cream has not been able to get much increment, and the little ants that have not been replaced for many years are even more uncompetitive.
In December last year, Chery's NEV penetration rate was only 1057%, far lower than the average level of independent car companies, in the new energy track, the gap between Chery and friends is gradually widening.
In addition to the 70% increase in sales, the traveler listed in September brought the wild charm of the square box model to the extreme, and the sales volume rose rapidly after the listing, reaching 9,561 units in September, surpassing the tank 300 and the Haval Raptor and becoming the current sales champion in the box SUV category.
As for Xingtu, it rose 93% throughout the year, but the base is too low to be of little significance. The future of this brand depends on the performance of the Star Era series.
Great Wall Motors. In 2023, the amount of insurance is 7390,000 units, down 035%
New energy penetration rate (December last year): 3373%
Finally speaking of the Great Wall, it can be said to be the most embarrassing car company in 2023, not because it is stagnant and gradually thrown away by its old rivals Geely and Changan, but it obviously has good strength and has made many efforts without interruption, but it has not been able to get satisfactory results after all.
The four passenger car sub-brands, two ** and two **, one is Haval, which is responsible for most of the sales, and the other is Ora, which focuses on pure electric new energy, which means that in both traditional and emerging markets, Great Wall has encountered bottlenecks.
What is striking is that the Wei brand has achieved a growth of more than 30%, but in the end, the annual sales are only more than 30,000 vehicles.
In the entire Haval brand, there are only two models of H6 and Big Dog that can sell more than 10,000 per month in 2023. Except for the M6, which can barely sell 5,000 per month at a low price, most of the other models are difficult to achieve even 2,000 per month.
The biggest blow to the Haval brand in 2023 should be the Thunder MAX with a unique Hi4 four-wheel drive structure and high hopes - the best monthly sales result is only a little over 4,000 units, and then it gradually slipped to less than 2,000.
Another regrettable thing is that the Raptors who took the square box route also performed very averagely, failing to exceed 5,000 units and showing a slight decline, and the performance was not as good as the short-distance travelers in the same price range.
The setback of the two strategic models with the most explosive potential, the Thunder MAX and the Raptor, is a big blow to the Haval brand. And the same situation, in the positioning of the high-end market Wei brand, also appeared almost at the same time.
Macchiato and latte are close to being discontinued, Mocha is struggling in triple digits in monthly sales, and Wei brand itself has basically given up the market within 200,000 yuan, and has begun to hit the 300,000-level high-end market with two large-size three-row models of Blue Mountain and Alpine. Blue Mountain's monthly sales were close to 5,000 at one point, but soon slipped to 2-3,000 units, and after Takayama's launch in October, it sold more than 800 units in December.
Both Haval and WEY brands have made efforts to reposition their brands with blockbuster products in 2023, but judging from the results, both have suffered setbacks. Earlier, Ora was even more frustrated by the fact that it was targeting female customers and launched Ballerina and Lightning Cat. After several efforts, the sales pillar of Ora is still a good cat model. When other start-up brands are growing rapidly, they are losing their strengths, and Ola's situation is gradually marginalized.
Perhaps it is gratifying to Great Wall that while the domestic market has suffered setbacks, its overseas business has flourished, especially in the Russian market, where it has built its own reputation and reputation.
SAIC-GM-Wuling.
In 2023, the amount of insurance is 7320,000 units, a year-on-year increase of **1589%
New energy penetration rate (December last year): 6763%
At its peak, SAIC-GM-Wuling, the annual sales of Baojun alone exceeded one million, and the total scale of the Wuling brand together was as high as more than 1.5 million vehicles, and only 5 years later, Baojun became a marginal brand with annual sales of less than 50,000 vehicles.
In 2023, the total annual sales volume of the Baojun brand will be 330,000 units, although they have not been completely abandoned, but the most promising new products have been concentrated in the Wuling brand. Even so, counting the Hongguang micro-face series, the Wuling brand will still decline by 14 in 202359%。
However, in terms of new energy penetration, SAIC-GM-Wuling has reached 67 overall63%, which is already more than two-thirds, is quite high among independent car companies.
Since the launch of competing products such as Lumin and Panda Mini at the same price, the sales of Hongguang MINIEV have been gradually declining, until last year, Binguo and Seagull two higher-positioning cars were listed, and the market size of 50,000-level electric micro-cars was soon overtaken by 6-80,000 yuan cars.
This is also a good thing for Wuling, Hongguang MINIEV and Binguo together, the annual still reached 400,000 units, which is not lower than the previous Hongguang MINIEV model, and Wuling has finally achieved an increase in the main sales price.
By 2023, the once briefly popular Capgemini will be unsold, but the three cars of Xingchi, Xingchen, and Jiachen will still maintain a large scale, with a total annual sales of more than 130,000 units. The most exciting thing is that Wuling's first sedan Starlight, with a large space and low-quality plug-in hybrid car positioning, has gained a foothold in the sphere of influence of Qin Plus. In December last year, the number of vehicles on the insurance exceeded 8,000, and the performance was much better than that of Changan Qiyuan A05.
The Baojun brand has not given up its efforts, and the two electric models of Yue Ye and Yunduo have enough creativity in styling style and practicality, but unfortunately they have not been able to open up the situation like Binguo, and perhaps after that, the historical task of the Baojun brand in the Chinese market will come to an end.
Hongqi car. In 2023, the amount of insurance is 3440,000 units, a year-on-year increase of 2018%
New energy penetration rate (December last year): 2313%
Hongqi Automobile belongs to FAW, but FAW's independent business is basically concentrated in Hongqi, so we will talk about this brand alone.
Since 2019, Hongqi has entered a stage of continuous leapfrog growth, with annual sales of 250,000 units, by 2021 has skyrocketed to 270,000 units, in 2022 under the background of the macro market sluggishness, Hongqi's growth slowed down, but in 2023 it will accelerate again, the annual risk volume will reach 3440,000 units, becoming a rising star in the camp of independent brands with annual sales of 300,000 units.
If placed in the luxury camp, Hongqi has far surpassed second-tier brands such as Lexus, Cadillac, and Volvo, and in addition to BBA, it is also second only to Tesla and Ideal, two new energy brands.
However, from the perspective of specific models, the average selling price of Hongqi is not outstanding in the independent camp, with a price of more than 300,000 yuan H9, HQ9, HS7, E-HS9, etc., and the total annual sales volume is only 340,000 units, which is equivalent to a fraction of the ideal L7 car.
In terms of terminal price, Hongqi's main sales range is actually concentrated in the range of 15-200,000 yuan, which can be regarded as a mid-to-high-end brand, and it is difficult to be classified into the luxury camp.
Hongqi's increase in 2023 does not come from the two sales pillars of H5 and HS5, but a new energy vehicle with a very weak voice and presence - E-QM5, an old model launched in 2021, with only triple digits in monthly sales at the beginning, but it began to grow rapidly from the second half of 2022, and further accelerated in the second half of last year, and even exceeded 10,000 in a row in the month, and finally the annual insurance volume reached more than 70,000 vehicles.
When it was first launched, the E-QM5 was priced at 240,000 yuan, and it was launched in March 2022580,000 charging enjoyment version, the price of the rest of the configuration has also been greatly reduced, which may be a reason for the sales of E-QM5**, but it should not be the main reason, the specific reason will not be studied here.
Aside from the E-QM5, Hongqi's other models will not grow significantly in 2023, while the H5 rose by 34%, the HS5 fell by 22%, and the entry-level SUV HS3 failed to rely on the low threshold in exchange for considerable sales after the launch. So on the whole, Hongqi is currently also experiencing a bottleneck period, and if there is no new effective strategy, it is difficult to say whether it can be the best this year.
SAIC Passenger Vehicle.
In 2023, the amount of insurance will be 3090,000 units, down 185%
New energy penetration rate (December last year): 7714%
The pinnacle of SAIC's autonomy was in 2019, and the annual insurance volume of the two brands of Roewe and MG reached 5850,000 units, GAC's independent annual sales during the same period were less than 500,000 units, and SAIC, the two state-owned enterprises that are often compared, once had an advantage and maintained it until 2021.
However, starting from 2022, SAIC's independent situation in the domestic market has suddenly **, with a total annual insurance volume of less than 400,000 vehicles, and in 2023, despite the blessing of the two new energy brands of Zhiji and Feifan, the annual sales volume will almost fall below 300,000 units, which is less than half of GAC's independence.
Looking at model sales, in addition to some new cars, almost all models of the Roewe and MG brands suffered a double-digit decline last year, and the Roewe i5, which has the highest sales, has an average of less than 5,000 units per month.
As for the new cars launched in the year, MG Mulan's sales are not even as good as Volkswagen's ID3, later renamed MG4;MG7 performed slightly better, but the scale of monthly sales of about 3,000 still can't change the overall situation.
Roewe's blockbuster new car, is the D7 that has not been on the market for a long time, launched in early November last year, and the number of insured vehicles reached 4837 in December, which is not comparable with the hot-selling models at the same price, but the large space and cost-effective route have finally received some market effects. Next, it depends on whether the results of D7 will promote the overall transformation of Roewe and MG, and it is possible to find new growth points.
The performance of Zhiji L7 and LS7 is mediocre, but the LS6, which is sold from the early 200,000s, directly rolls up the monthly sales of nearly 9,000 units, and the momentum has overshadowed the Xpeng G6 at the same price, which has a far-reaching impact on the Zhiji brand. In the near future, the L6 will inevitably add fuel to the fierce competition of electric cars, and after it begins to go in volume, Zhiji is also considered to be one of the most potential and powerful new brands.
Text: Bingxin preserved eggs.
Figure Network.