Analysis of sales target completion rate of passenger car enterprises in the first half of 2010

From the sales target completion rate of major passenger car companies in the first half of 2010 (see Table 1), the completion rate of joint venture car companies is generally higher than that of self-owned brands. From the perspective of Geshi Automobile Network's statistics, the joint venture car companies have achieved a 50% completion rate in the first half of the year, with an average completion rate of 52%. The completion rate of self-owned brands varies greatly, and the average completion rate is about 40%.

Table 1: Partial passenger car prices in the first half 2010 sales target completion rate of car prices in 2010 annual sales target (ten thousand) in the first half 2010 sales volume (ten thousand) completed the first half of the joint venture Shanghai GM, Shanghai Volkswagen 56.47% 85 48.00 82.9 45.07 54.36 % FAW-Volkswagen 76 41.10 54.08% Dongfeng Nissan 60 33.09 55.15% Beijing Hyundai 67 32.85 49.03% FAW Toyota 50 23.86 47.71% Changan Ford Mazda 37.5 20.00 53.34% Guangzhou Automobile Honda 38.6 18.15 47.03% Dragon 36 17.52 48.66% Dongfeng Yueda KIA 33 16.08 48.73 % GAC Toyota 26.7 13.25 49.62% Dongfeng Honda 24 12.80 53.35% Changan Suzuki 18 10.22 56.81% SAIC-GM-Wuling LESCO 8 4.11 51.34% Subtotal 643 336.10 52.30% Autonomous Chery Automobile 70 30.56 43.65% BYD 80 28.90 36.13% Geely Automobile 40 20.10 50.24 % FAW Car 24 12.95 53.98% Tianjin FAW 25 12.50 50.02% Great Wall Auto 40 12.18 30.45% JAC Passenger Car 30 10.53 35.10% Brilliance Automotive 20.9 10.04 48.02% Hafei Automobile 30 8.52 28.39% Shanghai Auto 18 7.98 44.35% Zotye Automobile 9.5 5.59 58.89 % Southeast Motors 15.5 5.54 35.74% FAW Lin Lifan 13 15 4.60 30.66% 3.42 26.29% Changfeng 5 2.09 41.71% Dongfeng Liuzhou Dongfeng Passenger 4 1.91 47.74% 1.65 27.56% Subtotal 6 446 179.06 40.16% Source: Gasgoo, CPCA, car prices published in early Sales target

Joint venture vehicle companies: Guangzhou Auto Honda and FAW Toyota have a relatively low completion rate

Among the joint venture auto makers, the target completion rates of Shanghai GM, Shanghai Volkswagen, FAW-Volkswagen, and Dongfeng Nissan which are the highest-selling auto makers in the first half of the year are also the highest among Changan Suzuki. Changan Suzuki completed 56.81% of its annual sales target in the first half of this year, reaching 102,200 units. Shanghai GM, which had the highest sales volume in the first half of the year, had completed 56.47% of the target sales for the whole year. Target completion rates of Shanghai Volkswagen and FAW-Volkswagen were all around 54%.

The target sales volume of Dongfeng Nissan for 2010 (600,000 units) is lower than that of Beijing Hyundai (670,000 units), but the completion rate in the first half of the year (55.15%) is higher than that of Beijing Hyundai (49.03%), and the actual sales in the first half of the year (330,873 units). ) Also slightly higher than Beijing Hyundai (328,504 vehicles).

In addition to Beijing Hyundai, the completion rates of Dongfeng Yueda Kia and Shenlong Motors (48.73% and 48.66%, respectively) are also relatively low among the joint venture car companies.

However, among the joint venture car companies, the lowest sales completion rate in the first half of the year was the two Japanese joint-venture car companies - Guangzhou Automobile Honda and FAW Toyota. In particular, Guangzhou Automobile Honda (hereinafter referred to as “Guangben”) has set its 2010 sales target to be the most conservative among all Chinese automakers. It only expects sales growth of 5.57% over last year. Last year, Guangben was already a Chinese automaker. One of the 10 slowest growing companies. In the first half of this year, sales volume of Guangben only increased by 11.1% over the same period of last year to 181,500 units, and only 47.03% of the target for conservative sales was completed. In spite of this, Yao Yiming, executive vice president of Guangben, said that "I am quite satisfied with the performance in the first half of this year."

In fact, the direct reason for the poor sales in the first half of this year was that the output of each model in the five months in June was down year-on-year (while the accumulated sales volume in the first four months increased by 36.5% in the first four months), which is in line with the beginning of May. This is directly related to the suspension of production of complete vehicles caused by the strike of the Guangyuan Parts Factory. According to reports, from the end of May to early June, Guangben Parts Factory resumed work. If there are no other major adverse factors in the second half of the year, Guangben is expected to basically complete this extremely conservative sales target.

Independent brands: BYD, Dongfeng Passenger Vehicle, Lifan, Great Wall completed rate is low

The highest sales volume in the joint-venture car companies is basically the car company with the highest sales target completion rate, which is not obvious in the self-owned brand camp.

In the first half of the year, sales of self-owned brand car companies had the highest sales completion rate, which was 58.89%, but sales in the first half of the year were only 55,900 units. In addition to Zhongtai, the completion rates of FAW Car, Geely, Tianjin FAW, Brilliance, and Dongfeng Liuzhou were all within the range of 50% and 3%. However, its sales are only intermediate levels in its own brands.

The two largest car companies with the highest sales in their own brands, Chery and BYD, have relatively low completion rates in the first half of the year. In particular, BYD only completed 36% of its 800,000 sales target. In this regard, BYD explained that because the auto market is expected to be overly optimistic this year, the production capacity will be limited, and new vehicles will be launched in the second half of the year. Although the company stated that 800,000 vehicles have the same target, it is difficult to achieve. Its 400,000 capacity expansion project in Xi'an was halted due to its illegal occupation of cultivated land. Therefore, the problem of capacity limitation is difficult to solve in the short term. The new car in the second half will not necessarily bring about the expected sales of 170,000 vehicles. BYD has set this year as the brand year, and the five new models launched in the second half of the year are either positioned as mid- to high-end cars, or directly into the SUV market that BYD has never been involved in (and positioned as "luxury urban SUV"). BYD wants these new vehicles that have broken through its brand image to bring in 170,000 sales within a few months. Overall, the sales target of BYD's 800,000 vehicles this year is difficult to accomplish.

In addition to BYD, the completion rates of Dongfeng Passenger Vehicles, Lifan, and Great Wall in the first half of the year were also relatively low, which were only 27.56%, 26.29%, and 30.45%, respectively.