Analysis of sales targets of major passenger car companies in 2011

In 2011, most of China's major passenger car manufacturers failed to meet their sales targets. Only a few companies exceeded their sales targets, and sales of joint ventures were generally better than their own brands.

The major sales targets are: BMW Brilliance, Shanghai GM, Dongfeng Nissan, FAW-Volkswagen, Dongfeng Yueda Kia, and SAIC-GM-Wuling.

Completion rates of between 90% and 100% include: Beijing Hyundai, Guangzhou Automobile Toyota, Great Wall Motor, Shanghai Volkswagen, Beijing Benz, FAW Toyota, Changan Suzuki, Shenlong Motors and Dongfeng Honda.

Completion rates between 80% and 90% mainly include: Geely Automobile, Shanghai Automotive, Tianjin FAW, Guangzhou Automobile Honda, and Chery Automobile.

Completion rates between 70% and 80% mainly include: Brilliance Automotive, Mazda China total sales, BYD, Dongfeng Fengshen, Jianghuai Automobile-Passenger.

The completion rate is less than 70% of the main: Southeast Motor, Youth Lotus, Fujian Daimler.

Here we focus on comparative analysis of some companies.

Luxury car joint venture completion rate:

BMW has set a sales target of 100,000 units (ie, a planned increase of 43.1%) in 2011 based on sales of nearly 70,000 vehicles by Daimler Brilliance BMW in 2010, and completed 107,700 vehicles (real growth of 55.5%). The rate (108.7%) is highest among major companies. Beijing Benz sold 49,400 vehicles in 2010 and plans to reach 80,000 vehicles in 2011 (ie, a growth of 62.0%). Actually, its sales volume has increased by 57.0% to 77,500 vehicles, achieving 96.9% of the target.

The Daimler Group's joint venture Fujian Daimler's sales target completion rate is the lowest among the nearly 30 companies in this article. Daimler's sales in 2010 were 0.90 million units. In 2011, it plans to more than double to 20,000 units. However, its actual sales volume only increased by 19.4% to 10,700 units, and only 53.7% of the target was completed.

Other major joint venture vehicle completion rates:

Shanghai GM and Dongfeng Nissan had the highest, Mazda's lower sales of passenger cars (narrow), the top three companies Shanghai GM, Shanghai Volkswagen and FAW-Volkswagen, Shanghai GM and FAW-Volkswagen all exceeded their sales targets, while Shanghai Volkswagen only completed 97.2% of the target. . Shanghai GM sold 1,309,900 units in 2010. In 2011, it plans to sell 1.15 million units and actual sales of 123.15 million units. FAW-Volkswagen sold 870,000 units in 2010 and plans to reach 1 million units in 2011, eventually completing 1.0349 million units. Shanghai Volkswagen has achieved 100.14 million vehicles in 2010. In 2011, it hopes to reach 1.2 million vehicles, actually reaching 1,165,800 vehicles.

Another joint venture between GM and SAIC, SAIC-GM-Wuling, also completed its sales target of 1.3 million vehicles.

Among the Japanese joint ventures, Dongfeng Nissan had the best sales performance. In 2011, it sold 808,600 units and exceeded its target of 772,000 units. Followed by GAC Toyota and FAW Toyota, they respectively completed 97.9% and 96.4% of the sales targets set at the beginning of 2011. Changan Suzuki also completed 95.7% of its target.

According to the latest information provided by Toyota Motor (China) Investment Co., Ltd., Toyota's total sales in China in 2011 (including imported cars) was approximately 883,000; if Hong Kong and Macau regions were included, sales reached 895,000, Slightly lower than its 900,000 sales target.

The sales targets set by Dongfeng Honda and Guangzhou Automobile Honda at the beginning of 2011 were respectively 282,000 units and 442,000 units. Later, it was reported that the sales target of the two units was reduced to 246,000 units and 386,000 units respectively in the middle of the year, and the actual sales were respectively 255,500 units. There are 362,200 vehicles. In terms of the year-end targets, Dongfeng Honda and Guangzhou Automobile Honda accomplished only 90.6% and 82.0% of the target, respectively; if the mid-year target is met, then Dongfeng Honda will complete the sales target and Guangqi Honda will achieve 93.8% of the target.

According to the data released by Mazda (China) Enterprise Management Co., Ltd., the total sales volume achieved by the two sales networks of Mazda brand Mazda and Mazda in 2011 dropped 10.4% year-on-year to 21.48 million vehicles, and only 76.7% of its 280,000 targets were completed. .

Among the two joint ventures in Korea, Dongfeng Yueda Kia achieved a better sales target than Beijing Hyundai. Dongfeng Yueda KIA’s sales in 2011 increased by 29.9% to 432,500 units, completing its 430,000 target. However, Beijing Hyundai's sales only increased by 5.2% to 736,800 units, and completed 98.6% of its 750,000 target.

The completion rate of self-owned brand car enterprises:

The highest in the Great Wall, Jianghuai passenger car and Dongfeng Fengshen lower the main self-owned brand car companies, 2011 sales completion is the best of Great Wall Motors. According to the data from the Federation, its sales in 2010 (including pickups). Based on 397,400 vehicles, the company set a target of selling 500,000 vehicles in 2011, and actually completed 97.4% of the total, which is 482,800 vehicles (up 22.5% year-on-year). Geely Automobile, Shanghai Automotive, Tianjin FAW and Chery Automobile respectively achieved 88.3%, 84.4%, 84.3% and 80.4% of their sales targets.

Brilliance Automotive sales fell 14.3% to 152,400 units in 2011, only completing 77.4% of its sales target. BYD, Dongfeng Fengshen and Jianghuai passenger vehicles only completed 74.7%, 73.8% and 72.1% of their respective targets.

Note:

1: The actual sales volume of Mazda's two production bases comes from official announcements. Chery’s actual sales come from media reports of the sales data of the Multilateral Union. Other sales sources that did not indicate the source of the data were from Gasgoo.com's domestic and international wholesale sales data, of which the sales of the Great Wall included pickup sales.

2: Shanghai GM sales and targets include sales of imported vehicles. Sales of companies such as the Great Wall and Chery include exports.