Recently, various auto companies have successively released their sales targets in China this year. Compared with the sales performance in 2014, some auto companies have shown their determination to make great strides, and some auto companies are more focused on stability.
The China Association of Automobile Manufacturers predicts that the annual sales volume of Chinese cars will be 25.13 million units in 2015, with a growth rate of about 7%. The estimated sales volume of passenger cars is 21.25 million units, an increase of about 8%. Compared with 2014, this year's cars are all year round. Sales are expected to maintain steady growth. "From the perspective of the 2015 sales target growth rate announced by major auto companies, stable growth is the mainstream, basically in line with the expectation of the average growth rate of 7% of the entire auto industry in 2015." Shi Jianhua, deputy secretary-general of the China Automobile Association said.
Stride forward
Target growth rate of more than 20%
Jianghuai Automobile has set its own target at 300,000 units, with a growth rate of 53.8%. In 2014, Jianghuai Ruifeng S3 became the monthly sales champion of similar models in just three months. Driven by the rapid growth of SUV sales with Ruifeng S3 as its main force, JAC actively raised its sales target in 2015. In 2015, the product line of Jianghuai passenger cars will be greatly enriched: small MPV Ruifeng M3, small SUV Ruifeng S2 and Ruifeng S5 will be unveiled, and the new energy field is also a new battlefield of Jianghuai. The pure electric vehicle iEV5 will also be Consumers offer more choices. It can be said that Jianghuai Automobile has set such a high sales target this year, and its bottom line is not only from the "reborn" of the 2014 results, but also from the adequate preparation of the product line.
GAC Chuanqi's target for 2015 is 160,000 units, and a sales company will be established, with a target growth rate of 37% compared to 116,800 units in 2014. At the end of 2014, independent brands have started a new round of high-end attempts. The product quality and cost performance of GAC Chuanqi have gradually gained market recognition. In 2015, driven by its main model GS5 Speed ​​Bo and GA6, which was placed on high expectations, the market performance of GAC Chuanqi is expected to be relatively strong. However, as a new high-end series of self-owned brands, brand recognition will become a constraint to its sales growth, and the pressure from joint venture brands will still exist.
Aggressive
Target growth rate of 10%-20%
According to the plan, Shanghai Volkswagen's sales target this year is 1.9 million vehicles, and sprints to 2 million vehicles. If the latter is realized, the growth rate will reach 16%. With the further release of production capacity, Shanghai Volkswagen will welcome its product year this year. It is understood that this year, in addition to Lingdu, Shanghai Volkswagen will face a big change in the middle of the year, in addition to the new change of Passat and the new Touran will also Released at the end of the year; in terms of the Skoda brand, the next generation of Jing Rui and the new speed will be launched this year.
Chery has set its target for the domestic market at more than 400,000 units, an increase of 14.3% compared to the actual sales of 350,000 units in 2014. Chery's new model launch this year has slowed down compared to 2013 and 2014. It will launch a 7-seat MPV model, which is targeted at young family cars. Arrizo 5 is also expected to be available during the year. In addition, the personnel change within the Chery Group can be effective in 2015, and it has also received widespread attention in the industry.
Although Great Wall Motor has set a sales target of 850,000 units with a target growth rate of 16.4%, this target is actually 40,000 fewer than the original sales target in 2014. According to the sales and marketing report issued by Great Wall, in 2014, the Great Wall accumulated sales of 730,000 vehicles, only 82% of the sales target. It can be foreseen that the SUV will still be the key point of the Great Wall and the key to success or failure. The H8 still has no clear time to market, and maintaining a strong product strength may be the “best medicine†for the Great Wall to stop the downward trend.
Steady and uplifting
Target growth rate 5%-10%
In 2014, Toyota sold about 1.03 million units in China, an increase of 12.5% ​​compared with 2013, but it did not reach the planned “over 1.1 million unitsâ€, while its sales target for 2015 was the same as that of 2014 – 1.1 million units. Although FAW Toyota lowered its sales target last year, its overall sales target for 2015 has not declined. FAW Toyota and GAC Toyota sold a total of approximately 94,700 units in January 2015, a year-on-year increase of 10.6%; Toyota's sales in December 2014 had a year-on-year increase of 15.3% – all of which gave Toyota confidence.
In 2014, Shanghai GM's annual sales exceeded 1.76 million units, an increase of 11.7% year-on-year, but there is also a problem of tight production capacity behind the growth. Its 2015 plan is to achieve a sales target of 2 million units, with a target growth rate of 8%. In order to speed up the gap between production capacity and sales volume, Shanghai Tong used to launch the first phase of the Wuhan base project in January and accelerate the construction of the second phase of the project; its plant in Jinqiao, Pudong will also be completed and put into operation within the year, with a planned production capacity of 160,000 units.
Conservative and practical
Target growth rate below 5%
From the nearly 18% sales growth in 2014 to the target growth rate of 3.9% in 2015, FAW-Volkswagen's conservative is somewhat unexpected. As the first echelon brand, after experiencing the twists and turns of the DSG event and the Sagitar break event, whether the Volkswagen brand still maintains the brand's strong position and traditional advantages is a common concern.
Beijing Hyundai completed sales of 1.12 million units in 2014, an increase of 8.6% year-on-year. The completion rate exceeded 100%, and its sales target for 2015 was set at 1.16 million units, with a target growth rate of only 3.6% compared to 2014. The sales volume is set to be conservative this year. In this regard, Beijing Hyundai General Manager Jin Tairun said: "Our factory is currently lacking in production capacity, so the sales target is more conservative; the fourth and fifth factories are stepping up construction." In addition, Beijing Hyundai pursues brands and products in 2015. The inherent improvement in quality does not blindly pursue speed, and is one of the reasons for the low growth rate of sales targets.
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