In 2023, BYD will successfully break through the sales mark of 3 million, which will undoubtedly bring a lot of shock to the entire automotive industry. As a leader in the industry, BYD's performance throughout the year is obvious to all. However, in the highly competitive market, there is one independent car company that has also maintained stable sales growth, and that isOne of China's four major automobile groups - Changan Automobile
According to data released by Changan Automobile on January 2, 2024In 2023, the annual sales volume will exceed 2.55 million units, achieved the set sales target of 2.55 million. Among them,The sales volume of self-owned brand new energy vehicles exceeded 470,000 units, and the overseas sales of self-owned brands exceeded 230,000 units, both reaching a record high
Changan Automobile achieved its sales target of 2.55 million units, which is truly impressive. However, a careful analysis shows that the proportion of new energy vehicles is not high, and the realization of this sales target still mainly depends on the fuel vehicle market. Therefore,Changan Automobile needs to focus on solving the bottleneck of new energy sales to promote the sustainable development of the enterprise.
Some people say: The sales of new energy have exceeded 470,000, which is not highMany new automakers have not been able to achieve this goal.
However, we must revisit this issue.
Changan New Energy has three major brands: Changan Deep Blue, Changan Qiyuan and AVATAR. Among them, the two brands focus on the extended-range vehicle market, while AVATAR's high-end pure electric development has repeatedly encountered difficulties. In addition, part of the new energy sales also come fromChangan Automobile's plug-in hybrid model.
In the face of such internal challenges, Changan Automobile really needs to adjust its strategy. After all, if you want to expand into the external market, you must first solve internal problems.
As ofAt present, the cumulative delivery of Deep Blue SL03 has exceeded 100,000 units, and the cumulative delivery volume of Deep Blue S7 has exceeded 50,000 units
At the channel level, 908 order centers, 363 delivery centers and 570 maintenance centers have been built in 291 cities across the country.
Deep Blue Automobile is currently the most successful brand of Changan Automobile in the field of new energy, with annual sales exceeding 100,000, but Deep Blue SL03 and Deep Blue S7 are the main cost-effective routes. As for the next dark blue product code C318 model, it is positioned as an off-road SUV, and it is estimated that it wants to try the market of Tank 300 and BJ40. No matter from which point of view, the gross profit of the brand Chang'an Deep Blue will not be too high. If the sales go up, you can reduce costs and increase efficiency, but if the reputation is lost, it will be digging your own grave.
So, the follow-up Navy carHow to achieve higher gross margins is a key
Chang'an Qiyuan is the "third son" of Chang'an New Energy.
It is also a brand that Changan Automobile has high hopes for, mainly for the new mainstream group of family cars, to meet the value needs of users for economy, space, health and safety. To put it simply, it is a volume, as long as it is measured, even tens of thousands of Wuling Hongguang MINI EV have very considerable benefits. However, Changan Qiyuan is subordinate to Changan Automobile, which makes people very suspicious
In the future, Changan Automobile is likely to only have the name Changan Qiyuan.
The AVATR brand has begun to improve.
With the prospect of a wave of price reductions and promotions, AVATR 11 began to burst out with real vitality. Coupled with the blessing of Huawei's label, the actual offline performance of AVATR 11 is quite strong, which can also be clearly seen from the sales of AVATR brand in December. In December, 6,106 units were sold, 4,102 units were delivered by AVATR 11, and only 2,004 units were delivered by AVATR 12.
However, considering AVATAR's high-end positioning, the average transaction price of products exceeding 300,000 yuan is still very likely if it can maintain the performance of 10,000 monthly sales in the future.
In terms of gross profit margin, Changan Automobile is in frontThreeQuarterly gross marginfor17.9%, down 24 percentage points;
ThirdGross margin for the quarter was 184%, down 2 percent year-on-year9 percentage points, an increase of 20 percentage points.
According to the analysis of the report of Ping An**, it is mainly due to:The sales structure has improved(CS series, UNI series sales proportion increased), dark blue S7 in the third quarter, and the company in the third quarterCost reduction in procurementThis is due to a significant increase in intensity. In the third quarter, Changan AutomobileThe average price of a bicycle is 1110,000 yuan, an increase of 2740,000 yuan
For overseas markets, Changan Automobile announced it in April 2023The globalization strategy "All rivers in the sea" plan
Changan Automobile will enter the Thai market, and the Southeast Asian region, led by Thailand, will become the "bridgehead" of Changan's globalization strategy, and will take advantage of its geographical advantages to further radiate Asian countries and the global right-hand drive market.
CEO of Changan AutomobileZhu Huarong saidIn the future, in terms of brands and products, Changan Automobile will fully introduce the three major digital and intelligent product brands of Deepal, ATR and NEVO to the Thai market. By 2030, 15 new energy products will be launched to promote the popularization of intelligent driving, help Thailand's 30@30 (3030) policy be realized, and promote the healthy and rapid development of Thailand's new energy vehicle industry.
In order to achieve such a goal, Changan Automobile has made a comprehensive laying. As early as November 8, 2023, Changan Automobile held a groundbreaking ceremony for the construction of its manufacturing base in Rayong, Thailand. The base is Changan Automobile's first overseas production base, and will be built in painting, engine assembly, battery assembly production workshops and related supporting facilities, with a design capacity of 100,000 units per year, and is planned to be put into production in early 2025After the second phase of construction and operation, the total production capacity of Changan Automobile's manufacturing base in Thailand will reach 200,000 units per year.
Conclusion:
Through its multi-brand strategy, technological innovation, global operations, and seizing market opportunities, Changan Automobile was able to effectively tap and meet diversified market demand, thereby achieving its annual sales target of 2.55 million units.
In the future, if Changan Automobile can achieve a breakthrough, transformation and upgrading of new energy vehicles, it is expected to hit the "first place" in the industry.