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2019車市期末考誰是優等生
2020-01-06 23:28  www.katninews.com

  2020年已至,2019年圓滿地畫上句號。回顧過去一年,很多車企都定下了銷量目標,在車市整體增長放緩、市場消費回歸理性的情況下,車企也在磨礪中前行尋找新的增長點。那么,眾多車企在2019年年初定下的戰略規劃“小目標”有多少實現了呢?曾經立下的flag,完成情況如何?雖然去年全年的銷量成績還在統計當中,但結合去年前11個月的銷量成績及對最后一個月的預判,表現出色的車企“優秀生”依然有好幾家,同樣每年都有不少拖了班級后腿的“差生”。

The year 2020 has come and 2019 has come to a successful end. Looking back over the past year, many car companies have set sales targets, in the car market overall growth slowdown, market consumption back to rationality, car companies are also honing ahead to find new growth. So how much of the \"small goal\" of strategic planning that many car companies set out in early 2019 has been achieved? What was the status of the completed flag? Although last year's full-year sales performance is still in the statistics, but combined with the first 11 months of last year's sales results and the final month of the forecast, the outstanding performance of the car companies \"excellent students\" still have several, but also a number of class lag \"poor students \".

  根據乘聯會的最新數據顯示,2019年1~11月國內狹義乘用車市場累計銷量達萬輛,同比下降%,車市整體下行的趨勢考驗車企的抗壓能力。雖然2019年最后一個月車企的銷量還未正式出爐,但在車市增長放緩的情況下,能夠逆勢增長的車企已然浮出水面。根據前11月各家車企銷量目標完成率,再加上對最后一個月的銷量摸底,各大車企的最終成績基本可以“蓋棺定論”。

According to the latest data of the passenger transport association, the cumulative sales volume of the domestic narrow passenger car market from January to November 2019 reached 10,000, down% from the same period last year, and the overall downward trend of the car market tested the pressure resistance of the car enterprises. While car sales weren't officially announced in the last month of 2019, counter-trending car companies have emerged as the market slows. According to the completion rate of the sales target of each automobile enterprise in the previous November, together with the mapping of the sales volume in the last month, the final results of each major automobile enterprise can basically be \"sealed and finalized \".

  記者統計發現,傳統車企方面,截至2019年的11個月份,已經確認提前完成年度目標的就有3家車企,分別是一汽大眾、廣汽豐田、東風本田。另外還有紅旗、奔馳、寶馬等數家車企在12月份過后,能順利完成年初立下的“小目標”,但有更多車企是“就差一步”,約有1/3目標完成率在85%以上,也有1/3的年度目標完成率只有不到六成。

Reporter statistics found that the traditional car companies, as of the 11 months to 2019, has been confirmed to meet the annual target of three car companies, respectively, FAW Volkswagen, Guangzhou Auto Toyota, Dongfeng Honda. There are also red flag, mercedes-benz, bmw and other car companies after december, successfully completed the \"small goal\" set at the beginning of the year, but more car companies are \"one step away \", about a third of the target completion rate of more than 85%, and a third of the annual target completion rate of less than 60%.

  當前,德系、日系、美系、法系、自主品牌在中國市場酣戰,頭部企業實力正在顯現。從不同品牌來說,2019年豪華車及日系、德系的日子過得不錯,但韓系、法系和美系卻差強人意。自主品牌雖然有吉利和長城兩位“班代表”動作頻頻,但整體銷售勢頭并不理想。至于造車新勢力:第一陣營的蔚來、小鵬和威馬全部沒完成年初定下的FLAG。

At present, Germany, Japan, the United States, the legal system, independent brands in the Chinese market, the head of the enterprise strength is showing. In terms of different brands, luxury cars and Japanese and German departments have had a good time in 2019, but Korean, French and American departments are not. Although the independent brand has Geely and the Great Wall two \"class representatives\" action frequently, but the overall sales momentum is not ideal. As for the new forces: the first camp Wei Lai, Xiao Peng and Wei Ma all did not complete the FLAG set at the beginning of the year.

  據乘聯會數據,2019年表現最好的細分市場當屬豪華車。前1~11月,豪華品牌逆勢增長,累計銷量突破200萬輛,同比增長%。

The best-performing segment of the market in 2019 is a luxury car, according to the association. The first January to November, luxury brands against the trend of growth, the cumulative sales of more than 2 million, year-on-year growth of%.

  數據顯示,2019年1~11月寶馬(含MINI)累計銷量達到655783輛,已超過2018年全年成績,預計全年銷量將突破72萬輛,這也意味著寶馬在2019年超越奔馳、奧迪兩位老對手,拿下國內豪華車第一寶座。奔馳2019年1~11月在中國累計銷量為640933輛,全年銷量預期在70萬輛左右;奧迪在華的前11月累計銷量為萬輛,距離萬輛的全年目標還要努力一下。

The cumulative sales of BMW (including MINI) from January to November 2019 reached 655783 vehicles, which has exceeded the full year of 2018, and is expected to exceed 720,000 vehicles for the full year, which also means BMW will overtake Mercedes-Benz and Audi as its two old rivals to take the first place in the domestic luxury car in 2019, according to the data. Mercedes-Benz's cumulative sales in China from January to November 2019 were 640933, with full-year sales expected to be around 700,000, while Audi's first-November sales in China were 10,000, a step closer to its full-year target of 10,000.

  二線豪華品牌,沃爾沃、雷克薩斯去年表現出色,如沃爾沃去年前11個月在中國累計銷量萬輛,已超去年在華的總銷量;雷克薩斯1~11月累計銷量為180239輛,同比大增%,在華保持14年的穩健增長。乘聯會分析認為,豪華品牌仍有不少利好助其實現持續增長。

Second-tier luxury brands, such as volvo and lexus, performed well last year, such as volvo, which sold ten thousand vehicles in china in the first 11 months of last year, already surpassing its total sales in china last year; and lexus, which sold 180239 vehicles from 1 to november, jumped% year-on-year to maintain a steady growth in china for 14 years. According to the association's analysis, luxury brands still have a lot of good to help them achieve sustained growth.

  日系車也是2019年汽車市場大贏家。乘聯會數據顯示,2019年前11月,以豐田、本田、日產為代表的日系品牌市場份額占比攀升至%,仍次于德系品牌,但銷量增長穩健,在2019年全年銷量目標最終完成率的預判結果上,日系大多處于上游,完成率普遍較高。如東風日產在去年11月21日就宣布交付了年度第100萬輛新車。僅從去年前11個月銷量數據來看,廣汽豐田銷售了萬輛,提前一個月完成年初定下來的62萬目標;東風本田也是一路高漲,前11月累計銷量為萬輛,提前完成了年度71萬輛的銷售目標。其他日系車企同樣表現出色:去年前11月一汽豐田累計銷量約67萬輛,同比增長約%,完成全年銷量目標的92%,完成全年目標基本無懸念;廣汽本田前11月的銷量為萬輛,年目標完成率為%,年度目標同樣指日可待。

Japanese cars are also the big winners in the 2019 auto market. Japan's market share, represented by Toyota, Honda and Nissan, climbed to% in the year to November 2019, still second to German brands, but sales growth was robust, with the Japanese mostly upstream and generally high completion rates in the forecast for the final completion rate of sales targets for the full year 2019, according to the company. Dongfeng nissan announced on november 21st that it had delivered its 1 millionth new car of the year. In terms of sales figures for the first 11 months of last year alone, guangzhou toyota sold 10,000 vehicles, a month ahead of its target of 620,000 at the beginning of the year; and dongfeng honda also soared, with cumulative sales of 10,000 in the previous november, ahead of its annual target of 710,000. Other japanese companies have also done well: in the first month of last year, faw toyota sold about 670,000 vehicles, a year-on-year increase of about%,92% of its full-year sales target and almost no doubt about the full-year target.

  德系品牌依然是市場份額老大,2019年上半年占比達%,大眾依然是中國銷量最大的單一乘用車品牌。一汽大眾在12月27日宣布2019年第200萬輛整車下線,這意味著該公司產量連續兩年突破200萬輛(含奧迪品牌),基本可超越上汽大眾坐上中國乘用車市場銷量冠軍寶座。僅就一汽大眾的大眾和捷達兩個品牌來看,2019年1~11月累計終端銷量為萬輛,距離萬輛的年度目標銷量還需要掙扎一下。上汽大眾在2019年前11月累計銷量1767706輛,同比下降%。一汽大眾(除奧迪品牌外)和上汽大眾的全年完成率均有望達95%以上,在眾多車企中屬于上游。綜合2019年情況看,兩家大眾今年在終端市場上車型優惠放得極多,與往年的盈利水平相比,去年只能算中規中矩。

German brand is still the top market share, accounting for% in the first half of 2019, and Volkswagen remains the largest single passenger car brand in China. FAW-Volkswagen announced its 2 millionth full-vehicle launch in 2019 on December 27, meaning the company has produced more than 2 million vehicles (including the Audi brand) for two consecutive years, essentially surpassing SAIC Volkswagen in the top spot in the Chinese passenger car market. In terms of FAW Volkswagen's Volkswagen and Jetta's two brands only, the cumulative terminal sales in January to November 2019 are 10,000, and the annual target sales of 10,000 vehicles need to be struggled. SAIC Volkswagen's cumulative sales of 1767706 vehicles by November 2019, a year-on-year decline of%. FAW-Volkswagen (except for the Audi brand) and SAIC Volkswagen are expected to complete more than 95% of the year, in many car companies are upstream. Overall, in 2019, the two volkswagens have offered a lot of car-type preferences in the end market this year, and last year was a modest year compared to previous earnings.

  國產自主品牌方面,兩極分化明顯。今年重整旗鼓的一汽紅旗表現出色,去年提前5天突破10萬輛大關,達成年度銷量目標。成績最好的是吉利品牌,2019年前11月累計銷量已經達到萬輛,相對其136萬輛的年目標銷量,完成率已達到91%;長城汽車在將2019年度的銷量目標調整為107萬輛后,目標達成壓力不算大,2019年1~11月累計銷售新車萬輛,全年銷量目標已達成%。可以說,2019年對于大部分自主品牌來說是煎熬的一年,尤其是二三線品牌的洗牌在所難免。據乘聯會的數據,2019年1~11月份,自主品牌綜合銷量下跌達到了%,自主品牌市場份額僅剩%,基本回到了2015年的水平。在2019年目標完成情況方面,大多自主品牌完成率低于65%,如神龍汽車、長安汽車完成目標率甚至不足50%,此外眾泰、海馬等銷量更是低迷。

Domestic independent brand, polarization is obvious. This year's rallying faw red flag outstanding performance, last year five days ahead of the top 100,000 vehicles to achieve annual sales targets. The best result is Geely brand, the cumulative sales in the first November 2019 has reached 10,000 units, compared with its annual target of 1.36 million units, the completion rate has reached 91%; after the Great Wall car sales target of 2019 is adjusted to 1.07 million units, the target is not much pressure to achieve, the cumulative sales of new cars from January to November 2019, the annual sales target has been achieved%. It can be said that 2019 is a year of torment for most autonomous brands, especially the shuffle of second and third line brands is inevitable. According to the association, from January to November 2019, the total sales of autonomous brands fell to%, leaving only% of the market share of autonomous brands, basically back to 2015 levels. In 2019 target completion, most of the independent brand completion rate is less than 65%, such as Shenlong car, Changan car completion target rate is even less than 50%, in addition, Zhongtai, hippocampus and other sales are even more depressed.

  近兩年來發展最迷茫的車企要數法系和韓系,2019年要加上美系。上汽通用在2019年前11個月累計銷量為萬輛,目標完成率僅有%。一直強勁的通用品牌如此低迷讓人大跌眼鏡。同是美系的長安福特2019年下半年雖有起色,但前11個月銷量只有萬輛,離達成40萬輛的年度目標有點遙遠。韓系和法系是近年墊底車市的“難兄難弟”,2019年跟2018年一樣,完成目標依舊無望,法系在華的市場份額更跌至只剩下%。

The development of the most confused car companies in the last two years is a number of legal systems and Korean departments,2019 to add the United States Department. SAIC General in the first 11 months of 2019 cumulative sales of 10,000, the target completion rate is only%. Gm, which has been strong, is in such a doldrums. The same u.s. department of changan ford improved in the second half of 2019, but sales in the first 11 months were only 10,000, a bit far from meeting the annual target of 4 00000. South korea and the legal system are the bottom of the car market in recent years,2019, as in 2018, the goal is still hopeless, the legal system in china's market share fell to only the next%.

  造車新勢力在2019年開啟了轟轟烈烈的交付之爭。隨著2019年過去,頭部已實現量產交付的品牌,已經發展了5年左右,然而從真正的銷量情況來看,體量依然非常“弱小”。蔚來汽車定下的年度目標為4萬輛,前11月共售出17395輛。同樣定下了年度銷量目標為4萬輛的小鵬,成績更差一點,前11個月累計銷量不到萬輛,預計全年完成率不足四成。威馬雖然前11個月銷量也有萬輛,但與10萬輛的宏大目標相比完成率不足兩成。不可否認,2019年對于這些新車企來