·The car market official performance is not good, many car companies cut production to deal with "bear market"

In the first half of the year, there are very few car companies that can achieve the sales target in the first half of the year. In the face of the new normal of the car market growth, after the official decline, car companies have begun to reduce production capacity and lower the annual sales target.

The official drop effect did not reach expectations

In April, Shanghai Volkswagen took the lead in raising the banner of “Official Drop”. Then, mainstream brands such as Changan Ford, Beijing Hyundai, FAW-Volkswagen and Shanghai GM announced price cuts, which triggered a large-scale price cut in the market. When the reporter visited the auto market, he learned that Guan Jiang did not bring the expected sales volume to the automakers. First of all, the official car model is only part of the model, the limitation allows some consumers to find the target model after entering the store and there is not much discount, so the enthusiasm for the deal is not high. In addition, some 4S stores will not use the official landing and in-store discount superposition when selling new cars, but which one is larger. Consumers don't buy it, and dealers naturally can't boost sales quickly. "In fact, our original offer has been very large, and some official price cuts have not even exceeded the previous terminal offers, so the effect on sales growth is limited." A Shanghai Volkswagen 4S store sales staff said.

Reduce production and deal with bear market

On May 25th, at the CES show in Shanghai, Ford China Chairman and CEO Luo Lixiang admitted that Ford did take the practice of reducing production capacity to ease the pressure on dealers. In mid-April, BMW China and BMW Brilliance announced a reduction in the second quarter of 2015. Jaguar Land Rover, which has just encountered the cold weather in the automobile market, has also begun to adjust its sales target from April to June and the business policy of dealers in the second quarter to improve the cash flow of dealers, and the adjustment of the annual sales target has to be Things to do. From the production data, the output of FAW-Volkswagen, Shanghai GM, Dongfeng Nissan, Dongfeng Honda, Beijing Hyundai and other car companies have declined to varying degrees, of which FAW-Volkswagen's April production fell 25%.

Self-owned brands grow against the trend

The data shows that, contrary to the joint venture brand, the self-owned brand passenger vehicles still maintained a trend of contrarian growth. In May, the sales volume reached 633,100 units, an increase of 8.2% year-on-year, and the market share increased by 2.6 percentage points. However, the recovery of self-owned brands relied entirely on SUV models. In May, the market share of self-owned brand cars fell again by 2.8 percentage points.

The industry expects that the situation in the auto market in the second half of the year will be even more severe. In the absence of stimulus policies in the short term, the Chinese auto market has no signal of recovery.

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