Sales performance degraded to "third tier" Price prohibitively competitive
Scania's new R Series Landing, Volvo FM and FE heavy trucks have made their debut in Asia in China. These European and American truck giants have recently made frequent efforts in China. However, it is undeniable that these represent the world's most advanced and prestigious truck giants to date. In China, it is still unacceptable that the annual sales volume in China is about 1,000 vehicles. This figure is less than one tenth of the sales volume of heavy trucks in China. These heavy trucks have been operating in China for more than a decade, and why they are still in the world's largest heavy truck market. What is it?
Less than 1/10 of domestic car sales
Now, Scania and Volvo have set off a massive offensive battle, but they are also very clear that because sales in China are very small and it is difficult to really affect the domestic market, sales have become the most unwilling to say by these companies.†confidential". At the launch of the new R Series, He Mochi, General Manager of Scania Sales (China) Co., Ltd. stated that if the sales volume reaches 10,000 units, it can be considered for domestic production in China, but for current sales in China, He Mochi is “shamefulâ€. In the expression, he just said that the number of orders and deliveries received in China in the first four months of this year was equivalent to last year's full year. A person in charge of Scania Sales (China) Co., Ltd., who declined to be named, told reporters that it expects orders and heavy trucks to be delivered to Chinese users in the first half of the year to be around 400 vehicles. It is 10,000 vehicles.
In contrast, Volvo Trucks China President (Configure Gallery Word of mouth forum) Lu Botian stated that Volvo Truck sales in China last year was about 60% of that in 2008. As for market share, although the overall import market has declined, Volvo is still in a leading position for imported brands, but he did not disclose specific sales figures. Volvo's previous publicity caliber is still relatively uniform, saying that the annual sales volume in China is in the range of 2,000 to 3,000 vehicles, but a top Volvo China senior executive who declined to be named revealed to the newspaper that in fact, Volvo Trucks’ annual sales in China are at 1,000. About a decade ago, the number of vehicles entering China in the past decade was around 10,000 vehicles.
Another representative model in the European and American trucks is Daimler-Benz. It is reported that the annual sales of the vehicle in the country are also around 1,000 vehicles. The sales volume of another German MAN truck in China is almost negligible.
Compared with China's domestic heavy trucks (over 14 tons), the above-mentioned giants of international heavy trucks are far apart. From the sales of the top ten truck companies in 2008, 2009 and January to May of this year, the top ten truck manufacturers in China have formed three major echelons: FAW, Sinotruk, and Dongfeng are the first echelons. The sales volume of heavy trucks in the first five months was about 100,000 units, with an average monthly sales of about 20,000 units; Shaanxi Automobile and Beiqi Foton were the second tiers; the sales volume of heavy trucks in the first five months was about 50,000, and the average monthly sales volume was 10,000 units. In other words, the annual sales volume of European heavy truck brands represented by Scania, Volvo and Mercedes-Benz in China is less than one-tenth of the monthly sales volume of domestic brands, which is a bit unjustifiable.
The biggest reason: expensive
"There are many reasons why high-end heavy trucks in Europe and the United States are not satisfied with China's land and water, but expensive prices are the most important reason," said one person in the industry.
The price of a tractor in Scania, Volvo and Mercedes-Benz trucks in China is a million yuan, plus the price of a tail box and other equipment is about 2 million yuan. "The domestic heavy trucks are about 300,000 yuan, and the new generation of heavy trucks represented by the liberation of J6, Dongfeng Tianlong, and Heavy-duty Truck A7 are getting closer and closer to these giants in their styling design. The price is also around 400,000 yuan, although the performance There is a gap with foreign countries, but there is no price difference so far." The source said. "Even if it's calculated in terms of ton/km, imported brands don't have a domestic car.
Scania heavy trucks have a minimum price of 800,000 yuan in China, the most expensive even as high as 1.6 million yuan, and Volvo is also the lowest 70 million, high-end models up to 1.3 million. The price of high-end heavy-duty cards in Europe and America is a million yuan, equivalent to three domestic heavy trucks. Customers who can afford these imported brands are mainly large-scale logistics companies and special industries, which greatly limit the development space for imported brands.
Way Out: Shares in Chinese car companies
On the one hand, it is the world's largest and fast-growing Chinese market. On the other hand, due to high prices, it has been “underminedâ€. For high-end European and American brands, it is seeking new breakthroughs.
In the field of passenger vehicles, the international giants have achieved great success with the 50:50 joint venture company, but there are few successful cases in the commercial vehicle field because of the huge gap between Chinese and foreign parties in the value field, such as the joint venture between Volvo Trucks and Sinotruk. Huawo Motor finally ended in dispersal, and negotiations with Dongfeng had not resulted for a long time. Yaxing-Benz buses, joint ventures between Manchester and Yutong buses are not very successful.
In the Chinese commercial vehicle market, where the domestic brand market share exceeds 95%, the space reserved for foreign auto giants is getting smaller and smaller.
“In fact, international commercial vehicle giants may not necessarily set up joint ventures in China. Just as Mann’s share of China National Heavy Duty Truck, they can share the success of the Chinese market and export their own technologies and brands, which is also relatively easy to obtain approval from government agencies. "The above-mentioned Volvo Truck (China) Co., Ltd. executives who declined to be named told the newspaper.
In July last year, the German Man Truck Company announced that it had purchased approximately 25% of China National Heavy Duty Truck with 560 million euros (about 5.39 billion renminbi) and became a strategic shareholder of Sinotruk.
In fact, as early as 2006, Daimler also planned to purchase 24% shares of Foton Motor in a form of private placement, but due to the huge price changes in the stock market, the transaction did not receive regulatory approval. Daimler’s transfer The joint venture with the Futian Negotiations Plan was established, but until today, the negotiations still have no results.
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