Last year, the largest car manufacturers in the domestic production and sales slowed down. Compared with the growth of more than 65% last year, SAIC-GM-Wuling ’s sales target for this year is only 16% higher than last year.
Last year, SAIC-GM-Wuling sold 1.06 million vehicles, becoming the first single car manufacturer in China with an annual output of more than 1 million units. In addition, Wuling Lighting, a Shanghai-based product of SAIC-GM-Wuling, has become the largest single-platform model with the largest sales volume in China with a cumulative sales of 2.16 million units.
Taking advantage of this momentum, on January 18, SAIC-GM-Wuling launched the light of mid-end microbus Wuling in its largest regional market in Jinan. However, in the face of the prospects of the auto market this year, Yang Jie, the general manager of SAIC-GM-Wuling Sales Co., which sold the most cars last year, often asked himself a question: What kind of performance will this year have on the market (Shangwu GM Wuling)?
Yang Jie first faced the rapid growth of last year. Last year, SAIC-GM-Wuling’s sales increased by more than 65% year-on-year. Among them, Wuling's Guangguang and Dawei Keling Wuling Rongguang both increased by more than 40% year-on-year, and Micro-car Lechi grew by 47.1% year-on-year.
This is not the largest growth in the mini vehicle market in China last year. In the process, SAIC-GM-Wuling still won the industry sales championship for four consecutive years, but the pace of followers like Changan is obviously accelerating. SAIC-GM-Wuling has begun to take the initiative to slow down. In 2010, SAIC-GM-Wuling’s sales target was set at 1.23 million, an increase of only 16% over the previous year.
Even so, Yang Jie believes that this goal will exceed the industry average this year. According to his prediction, the mini-vehicle market will achieve a growth of 10%-15% this year. Obviously, he does not believe that the markets stimulated by policies last year will continue to be hot.
At the end of the year, mini-vehicles were the markets that benefited the most from the "car to the countryside" and "purchase tax relief" policies last year. This is particularly evident in rural areas. In a CCTV “News 30†message in December last year, Wu Peiguang’s user Ba Peijun from Zhengzhou said to the camera that farmers are buying vehicles that are affordable, and now they can get more than 5,000 blocks of subsidies, equivalent to the government. Did you send a cow?
One year later, Yang Jie discovered that Bare Peijun successfully introduced more than 40 new Wuling users, more than local sales managers. Subsequently, SAIC-GM-Wuling invited the self-employed, who was a meat trader, to join star Zhang Fengyi to play a leading role in their new advertisement. Yang Jie also found that among the buyers of Wuling Automobile, the proportion of rural users has risen to 80%, and there will be huge potential for development in the rural market this year. However, the weakening of the policy effect has also become a factor that he has to consider.
"The market in 2008 was not good. In 2009, there were favorable policies. A considerable part of the demand was moved to 2009. This is one of the reasons why the market was so good in 2009." Yang Jie said, "In comparison with 2009, there was no policy in 2010. Changes, purchase tax concessions also narrowed by 2.5 percentage points.†He believes that these will become the main factor in the industry slowdown this year.
In a situation where the market is good and there are pursuers afterwards, taking the initiative to slow down the pace of growth will test the judgments of Yang Jie and SAIC-GM-Wuling. But in Yang Jie’s opinion, this is inevitable. He said that in the rapid expansion of the mini-vehicle market, the demand for mini-vehicles is constantly changing and upgrading. SAIC-GM-Wuling therefore has to speed up the delivery of new models to meet the growing demand.
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