The head of Chery has emphasized many times on many occasions in 2023 that entering 2024, Chery Group will no longer be polite. Chery Group must have enough confidence to say this. Therefore, after Chery Group handed over an almost perfect answer sheet in December 2023, many people are looking forward to how Chery Group will perform in 2024.
Although the growth rate of China's auto market is adjusting as a whole after entering 2024, Chery Group still wins a good start in 2024.
In January 2024, Chery Group's sales continued to exceed the 200,000 mark, which not only made a good start to 2024, but also this is the fourth consecutive month that Chery Group's sales volume has exceeded the 200,000 mark.
In terms of brands, the Chery brand continued to perform bravely, with a single brand sales of 13 in January50,000 units, according to this rhythm, it seems that it is not impossible for Chery's annual sales of a single brand to hit two million.
Thanks to the popularity of travelers, the performance of the Jietu brand is also very eye-catching, with sales exceeding the 40,000 mark in January, a year-on-year growth rate of 160%, leading the Chery Group.
Although the high-end brand Xingtu Auto also had a year-on-year growth of 87%, its sales declined compared to December 2023. In the data performance of the whole year of 2023, as Chery's high-end and the most difficult in the market, Xingtu Automobile, the overall growth rate is leading the Chery Group. But the release of the data in January 2024 is obviously under pressure, and it has given Xingtu again.
From Chery Group's opening poster, we can indeed draw a feeling, that is, shopping malls are really like battlefields, and market terminals are really changing rapidly. Although from the data point of view, the sales of Xingtu Automobile have declined month-on-month, but if we carefully do a market analysis, maybe we will make a new judgment on Xingtu Automobile.
First of all, in the automobile consumer market before the Spring Festival, the growth trend of entry-level products is the most obvious, which is directly related to the consumption habits of different economic levels.
As a high-end brand of Chery Group, the price of a single car has reached 180,000 yuan, which is much higher than that of Chery and Jietu. Compared with Chery and Jietu, the customer group faced by Xingtu Automobile will be more mature and rational in terms of consumption. Therefore, this kind of year-end consumption before the Spring Festival is often not the peak sales season for brands like Xingtu. The same is true at the beginning of 2023.
The second reason for the slight decline in sales of Xingtu Automobile is also the firm high-end strategy of the Xingtu brand. After the overall sales volume reached 120,000 in 2023, Chery Group found that the growth of the Xingtu brand is obviously more important than the increase in sales for Chery Group.
Therefore, at the annual meeting of Xingtu business, the head of Chery once again emphasized that Xingtu should be the high-end of Chery and the spire of Chery's pyramid, and win the market by quality, rather than fighting the best war.
Therefore, in the face of the first month of 2024, there will be no significant increase in price for volume of Xingtu fuel vehicle products. The focus of communication is still to continue to emphasize the quality of Xingtu's products. This is obviously a long-term strategic consideration.
Of course, there is an objective reality, that is, after the listing of the Star Era ES, it not only involved a lot of energy of the Xingtu marketing team, but also because the market competition is too fierce, the listing of the Star Era ES is still in the early stage of a sales climb, because many exhibition halls across the country have just been completed.
Xingtu Automobile has very strict requirements for the basic hardware of Epoch ES, and has repeatedly emphasized that it will not lower the standards of Epoch showrooms and sales teams for the sake of short-term sales data. Therefore, the sales volume of Star Era ES in January contributed little, which is also an important factor in the fluctuation of Xingtu brand sales.
However, since February, the market opportunities of Xingtu Auto seem to be positive. First of all, the C-DM model has been released, and it should be able to contribute to sales in February, and the market warm-up of Yaoguang C-DM has been started, and the market terminal of the Star Era ES has slowly entered the state, and the Star Era ET has been offline, and more and more market voices will also have a good promotion for the sales of the Star Era ES.
The sales of Yaoguang, Lanyue, and Lingyun are very stable, so after February, Xingtu Automobile will enter the product explosion month.
Therefore, it is very appropriate for Xingtu Automobile to look at the long-term scenery. Because the competition in the high-end market is not only more intense, but Xingtu Automobile shoulders the mission of Chery Group's brand upward, and cannot casually use the means of exchanging sales with sales. Therefore, for the Xingtu brand, the market is indeed more difficult.
However, whether it is product preparation or channel construction, the overall performance of Xingtu Automobile is getting better and better. Therefore, although Chery Group's January sales volume was announced, the pressure did give Xingtu. But pressure is often the driving force, I believe that Xingtu will adjust quickly and usher in a new market turnaround.
Come on, Xingtu, come on, China's independent high-end cars.
Partial** originated from the web.