(Written by Zhang Jiadong and edited by Zhang Guangkai).
On January 31, before the announcement of the sales list of many new forces, FAW Hongqi announced the sales results for the first month of 2024.
According to official data, in January this year, FAW Hongqi's retail sales reached 40,300 vehicles, a year-on-year increase of 829%, laying the foundation for strong sales growth for the whole year.
Previously, China FAW announced a sales target of 3.47 million units in 2024, a year-on-year increase of about 3%, according to China FAW's latest "6146" annual work deployment, this year FAW's independent sector (including Jiefang, Hongqi, Besturn three major brands) will achieve the annual sales target of 900,000 units.
The Hongqi brand, which occupies half of the country in the independent sector, will undoubtedly be the top priority for FAW to achieve its goals this year.
According to the new strategic plan released by Hongqi in April 2023, the new product matrix of the Hongqi brand, which is composed of three sub-brands: "Hongqi Golden Sunflower", "Hongqi New Energy" and "Hongqi Energy-saving Vehicle", will help Hongqi launch an impact on higher sales.
In terms of products, in January this year, the sales of the all-new Hongqi H5 exceeded 14,800 units, standing at more than 10,000 units for four consecutive months, and the corresponding SUV model Hongqi HS5 achieved 11,200 units in the same month. The hot sales of the "Double 5" model continued the momentum of FAW Hongqi's sales growth last year.
In 2023, the cumulative sales of the FAW Hongqi brand will be 370,000 units, a year-on-year increase of 295%。Among them, the retail sales of Hongqi new energy vehicles exceeded 85,000 units, a year-on-year increase of 135%, and the annual sales of Hongqi H5 and Hongqi HS5 models exceeded 100,000 units respectively, a year-on-year increase of 40%.
There is no doubt that Hongqi energy-saving vehicles have long played an important role in building the foundation of Hongqi's entire range of products.
Thanks to the spread of Hongqi's "technical strength and brand power" in the market of "H" and "HS" series models, Hongqi also plans to officially open the product year in 2024 to accelerate the promotion of the "All In" new energy strategy.
According to the plan, the new energy products based on the two major technology platforms of the FMES "banner" super architecture - the electric platform HME and the intelligent platform HIS will be officially launched this year.
In 2023, under the explosive growth of new energy and intelligence, the red sea competition pattern of China's auto market in various market segments will become increasingly intensified, and the industry speculates that in 2024, the involution pattern of the auto market will continue or even become more serious.
However, in the face of the severe market situation, Hongqi still handed over an answer sheet of nearly 30% year-on-year annual sales in 2023, which may be the confidence of Hongqi to accelerate to the deep water area of sales growth in the new year.
Wang Shengli, general manager of Hongqi Marketing Center, said in October last year, "The current primary task is to realize the rapid transformation of new energy marketing based on the listing of Hongqi E001 models, and to increase transformation efforts from multiple dimensions such as improving brand image, deepening technical capability reform, innovating marketing models, and expanding market share, so as to lay a solid foundation for Hongqi brand to move towards a million sales scale." ”
Nowadays, Hongqi's sales have entered the right track of growth, and after the full introduction of new energy products, how Hongqi will face the market and tailor a systematic transformation strategy for Hongqi New Energy is a new opportunity and challenge for Hongqi in the next step.
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