Serving the World's Largest Emerging Automobile Market
Home > Statistics > Review of PC wholesale and registrations of state-owned carmakers in January-April

Review of PC wholesale and registrations of state-owned carmakers in January-April

The following is a comparison of passenger car wholesale and registration numbers of state-owned carmakers in January-April 2013.

FAW Car registration (wholesale) in January-April 2013 (in units)

Model

Jan.

Feb.

Mar.

Apr.

Besturn B90

1123 (990)

563 (576)

531 (1067)

665 (1092)

Besturn B70

1654 (1586)

765 (883)

751 (1212)

886 (1056)

Besturn B50

8923 (6987)

3527 (4012)

3182 (5121)

3710 (4689)

Oley

1093 (653)

406 (437)

383 (517)

432 (426)

FAW Car’s B50 sedan with average price of ¥70,000-¥80,000 ($11,403-$13,032) is the best-selling model among the automaker’s lineups, but a lackluster one in overall PC market. Customers do not believe that cars made by a state-owned company have a better quality compared to those made by private carmakers like Geely and BYD.

SAIC PV Co. registration (wholesale) in January-April 2013 (in units)

Model

Jan.

Feb.

Mar.

Apr.

MG3

4778 (3865)

2176 (2035)

3035 (4872)

3375 (3557)

MG6

2607 (2216)

1223 (1265)

1230 (1087)

1193 (1123)

Roewe 350

11087 (9463)

5102 (6125)

4792 (8126)

6031 (6365)

Roewe 550

4213 (4456)

1867 (1163)

1523 (1232)

1597 (2092)

Roewe 750

276 (N/A)

163 (N/A)

125 (N/A)

135 (146)

Roewe 950

601 (523)

361 (397)

276 (325)

339 (495)

W5

1423 (1167)

635 (691)

751 (1121)

797 (965)

SAIC PV Co. bears the hope of Chinese passenger cars because of its deep pockets, advanced marketing concepts as well as talents coming continuously out of Shanghai-GM and Shanghai-VW. But its achievement is not as good as expected in spite of the development in the past eight to nine years. The Roewe and MG still lack clear market positioning.

The Roewe 350 sedan should lower its average price if it wants to sell more than 10,000 units monthly. SAIC PV’s efforts in promoting the 350 by emphasizing its vehicle Internet connectivity did not attract enough customers who are more concerned about vehicle price, safety and performance. But if the company lowers the price of the 350 to the same level as Geely or BYD entry level cars, it would be a loss of face, according to insiders.

The Roewe 550 and Roewe 950 sedans are priced too high. The company wants to model on German, Japanese and American brands in achieving higher profit margins but suffers from the lack of sufficient brand recognition to achieve any significant sales volume.

Developed based on a wrong benchmark model of the B-class Rover 750, the Roewe 550 is sold as an A-class one through shortening the wheelbase but widening the body, resulting in a GVW of over 1.4 tons. The high cost leads to a price of ¥130,000. The Roewe 550 therefore lacks enough competitiveness and sells for only 1,000-2,000 units a month.

The Roewe 750 as a weak and old model should have been stopped production.

The Roewe 950 shows that SAIC lacks the confidence of taking the risk in making an original design. It was supposed to be a replacement of the 750, but the model derives 90 percent from the Buick Regal and therefore is awkwardly positioned with an awkward pricing and awkward sales record.

Brilliance Auto registration (wholesale) in January-April 2013 (in units)

Model

Jan.

Feb.

Mar.

Apr.

H230

5235 (5669)

2815 (4063)

2312 (5783)

2016 (5042)

V5

2887 (4392)

1532 (3205)

1476 (4091)

1623 (3642)

H530

1612 (2336)

753 (1256)

612 (1673)

1625 (3640)

FSV

2912 (3045)

1339 (2463)

1321 (3275)

996 (3942)

 

Monthly sales of 2,000-3,000 units of the H230 by Brilliance Auto are not bad for a weirdly designed car by a weird state-owned automaker.

As a secondary state-owned automaker, sales of the V5 are also secondary in spite of the growing market demand for SUVs.

It is surprising to find that the H530 has a wheelbase of 2.7 meters but the rear seat space is similar to that of a BYD F3.

Now that the Wuling Hongguang and Chang’an Uno are classified as passenger vehicles, it seems unfair that Brilliance Jinbei’s Hiace is still considered a commercial vehicle. Unfortunately the sales of the Hiace have been falling down faced with competition from Dongfeng’s Fengxing Lingzhi, which sold 8,152 units in April compared to Hiace’s 2,869 units.

BAIC registration (wholesale) in January-April 2013 (in units)

Model                  Jan.                  Feb.                    Mar.                   Apr.

Senova                 N/A (N/A)         N/A (N/A)          N/A (N/A)           15 (N/A)

E-serise              4623 (3486)      2234 (2003)       1853 (3016)        1916 (3008)

The launch of the Senova is hasty because of failure in naming properly the E-series. The Senova is based on the old Saab 95. Although the wheelbase has been increased by 5-6 cm, it is still short compared to mainstream B-class cars.

Similar to the poor sales of GAC’s Trumpchi, which models on the Alfa Romeo 166, the Senova may also find it difficult to revive an old model.

BAIC Motor’s hope for its independent brands is the combination of Li Feng and Liang Guofeng, both from Chery, as top executives. Li is now BAIC Motor president and Liang is president of BAIC Motor Sales. The biggest challenge for Li is whether he would be able to repeat his success stories in his previous positions at Chery and Beijing-Hyundai.

Dongfeng Aeolus and Future brands registration (wholesale) in January-April 2013 (in units)

Model

Jan.

Feb.

Mar.

Apr.

A60

3303 (3496)

2038 (1863)

1723 (2452)

1625 (2052)

H30

3836 (3762)

2267 (1873)

1473 (1652)

1631 (842)

S30

3112 (3153)

1373 (1061)

703 (2216)

1279 (3625)

Joyear

10176 (9063)

5112 (4169)

4264 (6553)

4195 (5089)

Lingzhi

10382 (11156)

6102 (7793)

8216 (11542)

8156 (10115)

Positioned as an affordable and mediocre quality MPV, Dongfeng Future (Fengxing)’s Lingzhi and Joyear sell very well. But the Aeolus cars are less competitive. Executives at Dongfeng Aeolus need to confront with market realities in order to move forward.

JAC registration (wholesale) in January-April 2013 (in units)

Model

Jan.

Feb.

Mar.

Apr.

Tongyue

4127 (3017)

1503 (1136)

1123 (2087)

679 (1075)

Heyue

9972 (8263)

5381 (5163)

4076 (4867)

2436 (2235)

Refine

5846 (5362)

2893 (3658)

4220 (5863)

3926 (4976)

S5

N/A (N/A)

N/A (N/A)

N/A (N/A)

1586 (4306)

We do not understand why Heyue (Hojoy) sales have been falling since January this year. Maybe the exposure of its problematic cars during the annual Consumer Day on March 15 has affected sales. JAC is a secondary but energetic automaker. However, it has been less open to the media and the public.

FAW Haima registration (wholesale) in January-April 2013 (in units)

Model

Jan.

Feb.

Mar.

Apr.

Family

6392 (5263)

3067 (4065)

2182 (3623)

2035 (3042)

Qishi

3712 (2451)

2073 (1952)

1923 (2971)

1893 (2632)

 

Should the company be called Haima Auto instead of FAW Haima, now that that FAW only has 49 percent stake? The boss of Haima is boldly building a facility in Zhengzhou, Henan Province, which may be 100 percent controlled by Haima, with an obvious effort to get rid of FAW.

GAC registration (wholesale) in January-April 2013 (in units)

Model

Jan.

Feb.

Mar.

Apr.

Trumpchi

973 (672)

406 (587)

652 (451)

425 (641)

GS5

6861 (6253)

3086 (3485)

3446 (4562)

3929 (5402)

The Trumpchi sedan is hopeless unless it goes through a major update with a longer wheelbase and a new styling. The GS5 SUV, however, has saved GAC’s independent brand. But it is surprising that GAC is purchasing platform technologies from Chery. What GAC needs to do is to develop a few more SUV models to keep its growth momentum in the segment.  

Tianjin-FAW-Xiali registration (wholesale) in January-April 2013 (in units)

Model

Jan.

Feb.

Mar.

Apr.

Total

24006 (17523)

8327 (6782)

10321 (15386)

11675 (12183)

Although Tianjin-FAW-Xiali is a silent company with little exposure in the media, sales in general have been satisfactory.

(Rewritten by Frank Shi based on author’s blog on sina.com.cn;

Wang is a partner at Beijing Allsee Consulting Ltd. He can be reached at wanghuaping99@sina.cn)

 

 

 

 

 

 

 

| | |

Leave a Reply