AutoBeta(AutoBeta.net)12/06 Report--

New car sales in the Chinese market have continued to decline. Since June 2018, car sales have fallen for 16 consecutive months compared with the same period last year. Major car companies have entered a cold winter, but German and Japanese car companies are still growing against the trend, and sales continue to rise. According to the data released by the four major Japanese automakers in November, the sales of Toyota, Honda and Mazda exceeded the same period last year, Nissan fell slightly, and the overall good sales of Japanese cars is remarkable.

Toyota, which surpassed Nissan and Honda, had the highest sales in November, while Toyota ranked third in October. Toyota's November sales rose 11.4% from a year earlier to 152200 vehicles. In 2019, Toyota brand accelerated the listing of new products, successively put into a new generation of Corolla / Leiling sedan, the sales of the new domestic model Asian Dragon are good, resulting in Toyota sales growth, Toyota plans to gradually increase the sales of TNGA models in the future. On November 25th, a new generation of RAV4 was launched, with a price of 17.48-258800 yuan. At the same time, GAC Toyota Weilanda also made its official debut, and Toyota's two-car strategy will continue to deepen.

Sales of Lexus, Toyota's premium brand, also continued to grow. Lexus sold 19300 vehicles in China in November, up 16.5% from a year earlier, of which 7449 smart hybrid models accounted for 38.5% of the month's sales. From January to November, Lexus sold a total of 180200 vehicles in China, which is expected to break the 200000 mark.

Nissan didn't have many bright spots, and even sales fell slightly in November, to 148582 vehicles, down 1.0% from a year earlier. Nissan said, "although there are signs of recovery, but the grim situation continues."

Within a year, Nissan Teana, Xiaoke and Xuanyi have ushered in upgrading one after another. According to data released by Nissan, Xuanyi, a new and old company, sold 52785 units in November, accounting for 46 per cent of Dongfeng's daily sales. Nissan Teana's November terminal sales were 10327, while Xiaoke and Qijun both reached 17000.

Honda ranked third, with sales of 140316 vehicles in November, up 2.6 per cent from a year earlier. According to official figures, more than 10, 000 of the six models, including more than 20, 000 Civic, XR-V, Civic and CR-V, were sold in November. In terms of new cars, Guangzhou Auto Honda Haoying officially launched on November 30, launching 11 models with a price range of 16.98 yuan to 252800 yuan, filling the gap in Guangzhou Auto Honda's compact SUV model. However, many consumers reflect that there is a price increase in the Haoying terminal at present, with dealers forcing a price increase of 10,000 yuan for decoration.

Mazda saw growth again, with sales of 21634 vehicles in November, up 12.8% from a year earlier, the first year-on-year increase in five months. Due to the large decline in previous sales, Mazda has not yet fully recovered. Mazda's cumulative sales from January to November 2019 were 203258, compared with 251776 in the same period last year, down 19.3% from the same period last year. Mazda, which has set a sales target of 270000 vehicles in 2019, has completed only 75.28%, which is impossible to achieve.

Sluggish sales have accelerated Mazda's new product launches, launching new Uncella, Atz and CX-4 models one after another in 2019, of which Mazda 3 Oncella sold 10, 000 vehicles in November, with a total of 87000 from January to November; Atz and CX-4 sold 4175 and 4846 respectively in November, while CX-5 accounted for a relatively low 2476. It is worth noting that the sales volume of domestic CX-8 is still in the doldrums, and the higher pricing is the direct reason.

China's overall new car sales have declined for 16 consecutive months compared with the same period last year, and Japanese brand sales have recovered rapidly or countered the trend, which objectively reflects that Japanese brands have little impact on the car market in the cold winter. Statistics show that the share of Japanese brands in the Chinese market rose from 18.6% in 2018 to 21.6% in 2019.

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