In the past 2006, the Chinese automobile market showed a “great leap forward†growth trend. In the year, the cumulative production and sales of automobiles both exceeded 7.2 million units, a year-on-year increase of 25%, and it surpassed Germany to become the world’s third-largest automobile producer at the same time. More than Japan has become the world's second largest consumer car market. In the current background of the global auto market stagnating, the Chinese auto market has become an important driving force for stimulating global auto growth.
The excellent situation in 2006 obviously rejuvenated the automotive industry. At the beginning of 2007, most auto manufacturers announced their own plans for the New Year business in high-profile terms, which significantly increased the production and sales targets and accelerated the frequency of new car launches. This made it possible to achieve a "big advantage in one battle."
Mainstream car companies speed up impulse
According to the business plans announced by various auto makers, in 2007, mainstream auto makers either followed suit or spurred their efforts, but only one goal was to strive for good harvests in good years.
In 2007, nearly all manufacturers increased their production and sales targets. Among joint venture brand passenger car companies, only Shanghai General Motors, FAW-Volkswagen, Shanghai Volkswagen, Beijing Hyundai, etc. will set the growth rate to be within 10%, and most of them will be between 20%-30%. In the past year, the self-owned branded passenger car companies were going to be radically aggressive. The sales of Brilliance Automotive and Geely Automobile planned to grow by more than 40%, and Chery Automobile also exceeded 30%. BYD Automobile also set sales targets from last year. The number of 60,000 vehicles increased to 150,000, a year-on-year increase of 1.5 times. After the commercial vehicle market experienced last year's adjustments, this year has also been favored by many manufacturers. Jiangling, Great Wall, Beiqi Futian and other mainstream commercial vehicle manufacturers have set higher production and sales targets, and each has a new model to launch. Full speed impulse.
Launching one or two new vehicles each year to maintain brand popularity and market voice has become a practice in the Chinese automotive industry. The same is true in 2007. In order to ensure the achievement of established production and sales targets, almost all manufacturers will launch one or even more new vehicles and use them as the main models of impulse. Compared to the 117 new cars that were launched in 2006, the new cars that will be available this year are not super "stars" such as Camry and Junjie, but overall, they are not inferior in quantity and quality. Volkswagen Magotan, Skoda Octavia, Toyota Corolla, Buick Lucerne and other models are from the door, and have been successful in Europe and the United States market, its appeal should not be overlooked. The centralization of many new cars shows that manufacturers have full confidence in the auto market in 2007, and at the same time, they also give manufacturers more confidence, because having a new car means a new growth point.
The bigger the hope is, the bigger the harvest is?
In 2006, the growth rate of the Chinese auto market was far ahead of other global markets. The industry generally believes that in 2007 China's auto market will continue to maintain a rapid growth trend, and automobile production and sales are expected to exceed 8 million vehicles. Based on this judgment, all automakers continue to be optimistic about the auto market this year, and are also confident in sales expectations for this year. However, this year's China auto market will also be affected by some unfavorable factors. For auto makers, the bigger the hope is, the bigger the gains will be.
First of all, after years of rapid growth in China's automobile market, and in particular the concentration of auto consumption caused by blowouts in the auto market last year, this year is likely to usher in an adjustment period. This will be a fatal blow for those companies who are under-prepared. Secondly, the centralization of many new models will lead to further intensification of homogenous competition and shorten the life cycle of new vehicles. It is increasingly difficult for manufacturers to fully promote the auto market and stimulate consumption with new vehicles. Third, the direction of the national policy determines the direction of the auto market. Last year, the rapid development of self-owned brands was inseparable from the support of relevant state policies. What is expected of the New Deal, such as the "car three bags" and "fuel tax," which will be introduced this year will have a bearing on the auto market? The impact is still difficult to judge. In addition, the deteriorating car environment, the increase in the cost of keeping cars, and the continuous decline in vehicle prices will also have a detrimental effect on the automotive market.
Winning also depends on strength
In 2007, where opportunities and challenges coexist, the competition between car manufacturers will be unprecedentedly fierce. Whoever can provide consumers with more excellent, more affordable, more personalized cars and better services will be the winner. But to do this, rely on the comprehensive strength of the manufacturers in the models, prices, brands, marketing and after-sales service.
In 2007, the auto consumption pattern dominated by private cars has become irreversible. For joint venture brands, further control of various types of costs will be crucial, while at the same time further innovation in marketing and services. For an independent brand that has already achieved initial success, the first thing to do is to increase the influence of the brand and the reputation, reputation and quality of the model. It is not to push new ideas quickly, even blindly follow the trend in the face of fast-paced competition.
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