The end of the year is approaching, but the domestic auto market in January 2024 is still in full swing. The January sales of major car companies have also become a hot topic recently.
Previously, BYD (20140,000 units), Geely Automobile (2130,000 units) and other independent car companies have successively released their own sales data for January. And other major automobile manufacturers are naturally not far behind.
For example, Changan Automobile Group recently announced its latest sales on its official Weibo:In January 2024, Changan Automobile's total retail sales exceeded 300,000 units. This excellent performance also made many executives of Changan Automobile collectively dance "subject three" to celebrate in the annual meeting.
However, the author still has to pour cold water, that is, for the total retail sales of the above-mentioned "300,000 +".Changan Automobile has not indicated the statistical caliber for the time being.
Referring to Changan Automobile Group's average monthly sales volume in 2023, its total retail sales in January 2024 may include all of Changan's holding companiesThat is, the "total retail volume" of domestic brands, joint venture brands, and commercial vehicles.
Since there may be differences in statistical caliber, for example, Geely Automobile (20140,000 units), BYD (2130,000 units), their January sales, referring to the domestic sales of their own brandsTherefore, it may not be appropriate to use the data of "300,000 +" to compare with the first two.
However, perhaps out of the mentality of "reporting good news in advance", Changan Automobile took the lead in disclosing some sales information for its three independent new energy brands (Deep Blue Automobile, Changan Qiyuan, and AVATAR).
Interestingly, the sales of the above three brands correspond to the three types of players on the basketball court.
The big defender controls the field, focusing on a "stable".
For example, the dark blue car, it is very much like one"Point guard"., responsible for organizing the offensive and stabilizing the situation - in January 2024, it delivered 17,042 vehicles, an increase of 177 year-on-year7%, a slight decrease of 07%, the results are quite flat.
Since the second half of last year, the average monthly sales of Deep Blue Automobile have been stable"10,000 +".It has become a mainstream brand in the 15-200,000 level new energy market.
In addition, in terms of sales composition, although Deep Blue Automobile has not announced the model sales in January 2024, referring to the historical sales data in 2023, the sales distribution of Deep Blue S7 and Deep Blue SL03 in January 2024 should be roughly the same.
Through the hot sales of the two models, Deep Blue Automobile has preliminarily verified the parallel product strategy of "range extender + pure electric" - in the mainstream new energy market, this can work.
On the one hand, these two types of models can meet the needs of both "endurance anxiety" and "endurance optimism" and enhance the adaptability of the product.
On the other hand, the range extender has a lower overall cost than a pure electric vehicle, and the entry-level model can have a variety of features (such as standard seat ventilation and heating), which can attract consumers with high cost performance.
A similar product model has been replicated in Chang'an's system.
The small forward attacks, and the game is "flower".
Now that the offensive routine is in place, the next thing to do is undoubtedly to speed up the tempo and expand the score.
And take on this responsibility"Small forward"., is Changan Qiyuan, which delivered 10,578 vehicles in January, up 52% month-on-month7%。It should be noted that since the brand has only started mass delivery since October last year, it is not possible to calculate the year-on-year growth data in this period.
So the question is: why is Chang'an Qiyuan a sub-brand with obvious offensive tendencies?
First of all, there is the intensive product cadence. In the period from September to December 2023, Changan Qiyuan has launched 3 models - an average of more than 1 month to launch a new car, which sounds a bit exaggerated.
Secondly, there are various product forms. For example, Qiyuan A07 follows the playing style of Deep Blue Automobile and uses the parallel product strategy of "extended range + pure electric";
Kaizen A05 Kaizen Q05 is equipped with the first plug-in hybrid system with "P1+P3" architecture in the Changan system (previously "P2.".5" structure plug-in hybrid, high fuel consumption);
In terms of pricing, due to the launch of entry-level products such as Qiyuan A05, the brand's ** pedigree has gradually expanded from 15 to 200,000 to 10-200,000.
Finally, there is the proactive marketing approach. For example, in January 2024, Changan Qiyuan launched a large-scale and large-scale ** plan for 3 models on sale, which effectively attracted market attention.
All in all, due to its more affordable pricing, Changan Qiyuan is bound to replace the role of Deep Blue Automobile in the future - that is, to undertake the task of selling the most new energy.
As for whether consumers buy it or not? We'll see.
The big center presses the field, and the "turnaround" depends on TA
With products that are close to the people, the high-end luxury car market cannot be left behind.
For example, AVATAR, it's like a person who is good at creating miracles"Big center",Its January deliveries were 7,059 vehiclesA year-on-year increase of 3989%, an increase of 156%。
Looking back at historical data, since September 2023, AVATAR's overall sales level has begun to rise, and it has gradually occupied a place in the 300,000-level pure electric market.
Suffice it to say that compared to the slightly depressed situation a year ago, AVATR has signs of a "turnaround" in 2024.
The author believes that there are two main reasons for the increase in sales:
First, price reduction is still a panacea. From September 2023 to the present, AVATR has been in a state of "full series**" for most of the time due to model remodeling, new car launches, New Year's events and other reasons.
In addition to the price reduction, for the more popular Huawei "urban intelligent driving" (ADS 20), AVATR is also directly sent out in the form of the rights and interests of car owners, directly hitting the pain points of users.
Second, there is good news. Taking the Mate 60 as an opportunity, Huawei's "Smart Car" business, which also belongs to Huawei, has been on fire since September last year. New cars such as the new M7, Zhijie S7, and Wenjie M9 under this business segment have become popular out of the circle.
As one of Huawei's partners in the automotive field, the market's attention to AVATR must have increased.
In addition, AVATAR's parent company, Changan Automobile, signed an Investment Cooperation Memorandum with Huawei in November 2023 to establish a new company focusing on the R&D, production, sales, and service of intelligent driving systems and incremental components.
If this plan is successfully promoted, AVATAR's "content" should become stronger and stronger, which is beneficial to both products and marketing.
Conclusion:In 2024, Changan Automobile has set a total sales target of 2.8 million units, of which 750,000 units will be NEVs.
The "300,000 +" mentioned at the beginning of this article, if it is the total sales result in January, then Changan Automobile's total group sales target in 2024 has been completed by 107%, which is temporarily exceeding the target.
In terms of new energy, Changan Automobile needs to reach 6The average monthly sales of 250,000 units will be required to achieve the target. However, the combined sales volume of its three independent new energy brands in January (3460,000 units), only about 50% of the target progress has been achieved, and other brands need to step up.
Of course, for the new energy products of old car companies such as Changan Automobile, the author is still optimistic. After all, with decades of experience in car manufacturing and a stable service system, who wouldn't want to have an insurance option?