For FAW Group, it is equally important to maintain competitiveness and find new growth points in the second half of the year after getting good results in the senior high school entrance examination.
Turnover rate of headwind sales
According to the data released by the China Automobile Association, the automobile production and sales in June increased month-on-month and year-on-year, setting a new high in the same period of the previous year. However, in the first half of the year, automobile production and sales still decreased 16.8% and 16.9% year-on-year. In this context, the sales volume of FAW Group increased by 2.3% year-on-year, outperforming the broader market and ranking among the top five domestic automobile groups.
Specifically, the reason why FAW Group can achieve such achievements is not unrelated to the contrarian growth of its own brands. Among them, the growth of Hongqi brand is the most obvious. The data shows that the Hongqi brand produced 69,800 vehicles in the first half of the year, an increase of 89.5% year-on-year; More than 70,000 vehicles were sold, up 1 10.7% year-on-year.
In fact, Hongqi brand has maintained a strong growth momentum in recent years. Even in February and March, when the epidemic was the worst, its year-on-year growth rate was still above double digits. It is understood that in 20 19, after achieving the goal of sales exceeding 654.38+million ahead of schedule, Hongqi will strive to reach the goal of 200,000 vehicles in 2020. Next, the red flag medium and large car H9 will be launched in August, and the new car will also help the growth of brand sales.
In addition to the red flag, the other two independent brands also outperformed the market in the first half of the year. Among them, Jiefang brand produced 232,000 cars, up 16.5% year-on-year, and sold 278,000 cars, up 35.6% year-on-year; The Pentium brand produced 43,800 vehicles and sold 48,700 vehicles, a slight decrease of 2.8% year-on-year.
In the joint venture sector, the cumulative sales volume of FAW-Volkswagen in the first half of the year was 844,000 units, down 5.4% year-on-year, but it still ranks among the top car companies. The cumulative sales volume of FAW Toyota was 350,800 units, up 0.7% year-on-year; The cumulative sales volume of FAW Mazda was 34 1 10,000 vehicles, down 14438+0% year-on-year.
It is understood that although FAW Group has not set a sales target for 2020, all its brands have set a banner at the beginning of the year. Next, brands will also actively lay out new products, among which Hongqi H9, Pentium E0 1 and FAW-Volkswagen brand-new CC will meet with consumers and continue to promote the growth of brand sales.
The development of new energy is lagging behind.
Under the background of traditional business rising all the way, FAW Group's new energy business has stagnated. In fact, as an important part of the automobile industry's transformation to the new four modernizations, in recent years, the new energy field has been pursued by automobile enterprises. As one of the leading units of the first batch of 863 new energy projects in China, FAW Group is no exception.
As early as 20 1 1, FAW Group released the "Blue Way Strategy" and announced that it would invest 9.8 billion yuan to build a new energy vehicle product research and development, platform development and production base. In terms of products, we will develop new energy passenger cars 13 and new energy commercial vehicles 3. According to the previous plan, the market share of new energy passenger cars of FAW Group will reach more than 15% in 2020.
At present, there is only one pure electric vehicle on sale for Hongqi brand, and only two models for Pentium. Obviously, FAW Group is still far from the above goals. In fact, before Xu Liuping 20 17, the chairman of FAW Group, issued the slogan of reviving its own brand, FAW Group mainly relied on joint ventures. The weak foundation of self-owned brand fuel vehicles also doomed the Group to be unable to support the new energy sector. At the same time, the new energy vehicle project of FAW Car was terminated on 20 17, and the new energy factory was also shut down.
Zhang Xiang, an auto industry analyst, pointed out that FAW Group has obvious shortcomings in new energy vehicles. First, there are few products and sales; Second, the accumulation of new energy vehicle technology and research and development strength is not enough; Third, the sales of fuel vehicles are average, and the market base is relatively weak.
In this context, FAW Group has chosen a brand-new road-cooperation with new forces car-making enterprises. 20 18 Up to now, FAW Group and its subsidiaries have cooperated with six new forces: Qingxing Automobile, Xinte Automobile, Bojun Automobile, Baiteng Automobile, Du Yun Automobile and Zero Run Automobile.
However, influenced by multiple factors, such as the cold market environment, the cold capital market and the negative influence of new forces, Bojun and Baiteng, which are in the middle of the new forces' car-building, continue to be in a downturn, their funds are in trouble, their wages are in arrears, and they are at risk of delisting at any time. When the above-mentioned car companies are struggling due to poor management, FAW Group's new energy strategy is once again passive.
After the first two "failures", in April this year, FAW Hongqi New Energy Factory officially started, with a total investment of 7.8 billion yuan and an annual production capacity of 200,000 vehicles. It is planned to be completed in 2022. In Xu Liuping's view, the start of construction of Hongqi New Energy Factory shows FAW Group's determination to base itself on independent innovation. Upon completion, it will become a modern intelligent factory with first-class technology.
According to Xu Liuping's goal, the proportion of new energy products of FAW Group in passenger cars will reach 40% by 2025, and it will increase to 60% by 2030. The new energy vehicle products of the two independent passenger car platforms will cover A0 to D, and the brands will cover Hongqi, Pentium and Jiefang.
It can be seen that in the cold winter, FAW Group has the courage to break the ice, and new energy will also become the next focus of the group. After re-starting, it will take time to prove whether FAW Group can get its wish.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.