[Autohome?Industry]? More than two thousand years ago, after Xiang Yu captured Xianyang, the capital of Qin, he said the famous saying "Wealth and honor do not return to their hometown, they walk at night like clothes and brocade." Returning to Chu, he was eager to show off his achievements. Most of today's car companies have the same mentality as Xiang Yu. Just after the National Day holiday, they can't wait to announce the battle report of September's victory. This mentality is understandable, because their results in September were so dazzling.

According to Autohome statistics, as of press time, 23 car companies/brands have released September sales results, of which 19 companies have experienced year-on-year sales increases. According to estimates from the China Association of Automobile Manufacturers, auto market sales in September reached 2.572 million units, a year-on-year increase of 13.3%. If this momentum can continue in the fourth quarter, it will not be impossible for the auto market to see positive sales growth throughout the year and completely get rid of the haze caused by the epidemic.

Next, let’s take a look at the sales performance of major car companies in September.

■Chinese car companies/Chinese brands: Who stole Geely’s limelight

Among the 9 Chinese car companies/Chinese brands in the statistics, all employees have achieved 9 Monthly sales are growing. Although some brands have not yet announced their sales results, and there may be a decline in sales, looking at the overall trend, it can still be seen that the Chinese passenger car market is recovering strongly.

From a market perspective, Geely Automobile can be regarded as the most promising Chinese car company. However, after entering 2020, this company's limelight has been repeatedly robbed, and the first one to steal the limelight The company is SAIC-GM-Wuling, a company that sells cars, masks, and even snail noodles.

『Hongguang MINI EV』

In terms of sales, SAIC-GM-Wuling achieved 176,000 units in September, a year-on-year increase of 20%. This is the company’s first consecutive Year-on-year growth was achieved in 6 months. In terms of specific models, the one that brings the biggest surprise is Hongguang MINI EV. With its extremely affordable price, this pure electric mini car achieved sales of 20,200 units in September. Although the new energy vehicle sales rankings for that month have not yet been released, with the above performance, Hongguang MINI EV is enough to be among the best.

While prices are dropping, SAIC-GM-Wuling is also achieving brand improvement through a multi-brand strategy. In addition to the new Baojun brand, whose models all include intelligent network functions such as App remote control and voice interaction, the Wuling brand is also trying to transform towards high-end and globalization. On September 28, Wuling's global silver-labeled first flagship model, Wuling Capgemini, started pre-sales. On the same day, it received orders for 2,000 units, and the cumulative order volume has exceeded 10,000 units.

The second person to steal Geely Automobile’s limelight is Changan Automobile. In fact, if you carefully analyze the sales of Changan Automobile, you will find that the company actually published the report card in the name of "Changan Chinese Brand" somewhat cleverly when it announced the report card, which includes the sales of Changan Kaicheng, Changan Auchan and other brands. But thanks to such a "coincidence", Changan Automobile successfully stole the limelight belonging to Geely Automobile, ranking second in sales among Chinese car companies/Chinese brands.

『Changan UNI-T』

However, as the runner-up in sales, Changan Automobile’s strength should not be underestimated. Changan CS75 series sales reached 25,700 units in September, posing a threat to Haval H6 in the SUV sales rankings for several consecutive months. If the latter had not launched the third-generation model and combined it with the second-generation Haval H6 is being sold under the same roof. It is still unclear whether China's SUV sales champion will change hands. In addition to the Changan CS75 series, Changan Automobile has many popular models. The sales of Changan CS55 series, Changan UNI-T, Eado series and other models all exceeded 10,000 units in September.

Behind the sales volume, another major achievement of Changan Automobile is its youthful transformation. According to official data, 55% of consumers who buy Changan UNI-T are born in the 1990s. According to Liu Bo, executive vice president of Changan Automobile, with the steady growth of Changan UNI-T sales, Changan Automobile has achieved a great transformation Some potential consumers of overseas brands. These achievements may be more dazzling than sales growth.

Geely Automobile ranks third in sales. Although it has been robbed of its limelight, this company still deserves recognition for its sales of 126,000 vehicles in September. In August this year, Geely Auto lowered its sales target to 1.32 million vehicles. Now after three quarters, the company has completed 66% of the sales target, and is within sight of reaching the target.

『Bin Yue』

『Bin Rui』

From the perspective of specific models, the Geely brand has many "hot spots". The Emgrand series model 9 The monthly sales volume reached 28,900 units; the Boyue series model sales reached 20,900 units; the Vision series model sales reached 18,800 units; Binyue and Binrui, the two combinations officially known as the "Steel Cannon Double Bin", also jointly cut down Achieved 18,400 vehicles.

But from a brand perspective, the biggest highlight of Geely Automobile in September was the Lynk & Co brand. The brand’s sales that month reached 18,700 vehicles, a year-on-year increase of 37.7%, setting a new record for the brand’s highest monthly sales. In today's Chinese passenger car market, Lynk & Co has been able to carry the banner of high-end Chinese brands with the above performance.

■Joint venture car companies/overseas brands: September sales hit record highs

As of press time, ***10 joint venture car companies/overseas brands have announced September sales data , Toyota achieved sales of 179,400 units in September, ranking first among joint venture car companies/overseas brands in September sales, a year-on-year increase of 25.3%. In addition, Lincoln's sales increased by 75% year-on-year, making it the joint venture/overseas brand with the highest positive growth rate. Cadillac, Changan Mazda, Chery Jaguar Land Rover, Dongfeng Honda, Dongfeng Nissan, Changan Ford, Dongfeng Yueda Kia and other car companies all experienced varying degrees of growth. Only FAW Mazda's September sales fell by 30.5% year-on-year. It can be seen that various car companies have basically continued their previous growth trend.

Take Toyota as an example. Not only did it secure the top spot among joint venture car companies/overseas brands in sales in September, it also set a record high in single-month sales. From January to September 2020, Toyota sold a total of 1.2624 million new cars, a year-on-year increase of 6.9%, and has completed 72% of the annual sales target of 1.76 million vehicles. There are still three months left before the end of 2020. The "Golden Nine" has passed. If we work harder during the "Silver Ten", it is not an impossible task to hit the annual target.

『Ralink』

In terms of models, Corolla and Ralink are still the main driving forces for the increase in sales. Both are built on Toyota's TNGA architecture. Among them, Corolla In September, 37,400 new cars were sold, a year-on-year increase of 41.3%; Ralink sold 22,700 new cars in September, a year-on-year increase of 5%. It is worth mentioning that Lexus also continued to exceed the 20,000 sales mark in September, with new car sales reaching 20,100 units, accounting for 11% of Toyota's sales share, and contributing to its overall sales growth.

『Adventurer』

Lincoln brand, as the fastest growing joint venture car company/overseas brand in September, has achieved year-on-year and month-on-month growth for five consecutive months. Among them, the monthly sales volume of the Adventurer has exceeded the 4,000 mark. At the just-concluded Beijing Auto Show, Lincoln also launched 500 Adventurer Black Knight limited edition models, providing consumers with more choices.

Currently, Lincoln has achieved excellent sales results with its two domestically produced models (Adventurer and Aviator). With the power of the "Golden Nine and Silver Ten", I believe it will give a certain boost to the sales performance. Its products are made in China. The smooth advancement of globalization also shows Lincoln's sincerity and determination to deeply explore the Chinese market.

Following Lincoln in terms of growth rate is Cadillac, with sales reaching 26,000 units in September. Not only did it increase by 42% year-on-year, it also set a new monthly sales high in 2020. The results are gratifying. In addition, from January to September 2020, Cadillac sold a total of 150,000 new cars, successfully completing this year's sales target ahead of schedule. In the remaining three months, Cadillac's main focus will be on competing with Lexus, Volvo and other brands for second-tier luxury Brand sales champion.

『Cadillac CT6』

In terms of brand strategic planning, Cadillac also actively responds to GM’s electrification and intelligent connectivity strategies. Cadillac CT6 is GM’s first model in China equipped with Super Cruise. A model with an intelligent driving system, and according to the plan, its successor will be an electric model, which coincides with GM's plan.

Different from the "good news" of various car companies, Mazda, a car company, staged a "fire and ice", with a total of 20,900 new cars sold in September, a slight increase of 1.5% year-on-year. . Among them, Changan Mazda sold 14,300 new cars in September, a year-on-year increase of 28.9%; FAW Mazda sold 6,611 new cars in September, a year-on-year decrease of 30.5%. From January to September 2020, Mazda's overall sales were 153,300 vehicles, still down 5.2% year-on-year.

Changan Mazda continues to enrich its product lineage with its compression ignition engine technology. As of now, Changan Mazda has basically completed the introduction of new products and new technologies in the 2020 plan. According to the Executive Vice President of Changan Mazda Automobile Co., Ltd. Fu Yuanhong predicts that Changan Mazda's annual sales may increase by 7%-10% in 2020.

『ATZ』

In contrast, FAW Mazda is slightly sluggish. Not only was it stolen by Changan Mazda, it also did not introduce new products and new technologies. , according to Mazda’s plan not to launch new cars for two years, FAW Mazda, which only relies on Atez and CX-4 models to survive, is obviously beyond its capabilities and urgently needs to find new growth points.

■New car-making forces: The delivery battle has begun

In September, the delivery performance of new domestic car-making forces was quite impressive. Judging from the public data, NIO, Li Auto, Xpeng Motors, WM Motor, and Leapmotor rank among the top 5.

『NIO ES6』

Among them, NIO leads the first place in terms of delivery volume and year-on-year growth rate. In September, 4,708 vehicles were delivered in a single month, a year-on-year increase of 133.2%, which was the best single-month sales performance of the brand since its delivery. NIO delivered 12,200 vehicles in the third quarter, a year-on-year increase of 154.3%, and also set a new quarterly delivery high.

『Ideal ONE』

The second one is Ideal. The delivery volume of Ideal ONE in September was 3,504 units, an increase of 29.3% from August.

In the third quarter, 8,660 vehicles were delivered, setting a new quarterly delivery record.

『Xpeng P7』

Xpeng Motors, which ranked third, delivered 3,478 new cars in September ***, setting a new monthly delivery volume record in 2020; Quarterly new car deliveries reached 8,578 units, also setting a new quarterly delivery high.

『WM EX6?Plus』

The fourth-placed WM Motor sold 2,107 units in September, a year-on-year increase of 38.8%. The cumulative sales in the third quarter were 6,200 units, a record A record high sales volume in a single quarter; the total sales volume of Leapmotor in September was 1,050 units, achieving sales of more than 1,000 units in a single month for the first time. The cumulative sales of Leapmotor from January to September have reached 4,592 units, of which Leapmotor T03 is the main hot-selling model. 3,677 vehicles sold.

『Leap-Moon T03』

The delivery data of these new car-making forces in September can be summarized into several major characteristics: First, the epidemic at the beginning of the year gave a The new car-making forces in the manufacturing industry have had a greater impact. Many progress has been disrupted. Some new forces have announced their withdrawal, such as Byton Motors and Bojun Automobile. However, as the domestic epidemic has been effectively controlled, the leading new car-making forces have Operations have returned to normal, and many companies have achieved "new highs" in delivery in the third quarter; secondly, in order to make a breakthrough in delivery volume, the layout of channels is closely related. For example, as of now, NIO has opened more than 170 stores across the country and built 155 battery swap stations; as of September 30, Lideal has 35 retail centers across the country, covering 30 cities; in September, WM Motor opened a new store nationwide 37 stores have been opened, bringing the total number of new stores opened this year to 131. The establishment of stores not only ensures delivery and after-sales service, but also enhances brand awareness and influence to a certain extent.

In general, after experiencing financing wars, talent wars, product wars, and launch wars, the new mainstream car-making forces have entered a more challenging delivery war. This battlefield is difficult. The point is that supplier coordination, channel expansion, user acquisition and maintenance, delivery and after-sales maintenance, etc. are all testing the comprehensive quality of car companies. Because of this, the number of deliveries means a lot to car companies: investors need to judge the company's prospects based on this, and companies need to rely on deliveries to make money and achieve self-sufficiency as soon as possible.

However, although the delivery prospects are getting higher and higher, the survival pressure and challenges of new car-making forces are still there. Not only must they continue to achieve breakthroughs in delivery volume, but they must also deal with many problems that may arise after delivery. After all, for car companies, delivery is still just the beginning, and communication with users is also very important.

Editor's comment:

When the time came to September, with the frequent good news from major car companies, the Chinese car people finally let go of their worries. It is true that with the epidemic under control and the promulgation of relevant consumption stimulus policies, the decline in China's auto market is indeed gradually narrowing. However, all sectors of society should not be paralyzed by these achievements, because even if the general environment gets warmer, it is still not easy to completely fill the "hole" caused by the epidemic and achieve positive sales growth throughout the year.

If you don’t believe me, look at the “good news” from car companies. How many of them have the guts to announce year-on-year changes in cumulative sales from January to September? (Text/Autohome? Chen Can? Cai Liyuan? Yan Mingwei)