AutoBeta(AutoBeta.net)03/06 Report--

The collective decline in sales of domestic car enterprises in February has become an inevitable fact, and it has been continuously affected by the COVID-19 epidemic. Even if major car companies resume production in the second half of the month, there are still major obstacles to terminal retail. Judging from the February data released by Toyota, Honda, Mazda, Hyundai Kia and other car companies, the decline has all broken history, and sales have hit another low since entering China.

Honda China released sales figures for February on the 6th, down 85% from a year earlier. Honda China said it sold 11288 Honda terminals in China in February 2020, down 85.1 per cent from a year earlier, as a result of the COVID-19 epidemic.

Among them, Guangzhou Auto Honda's February terminal sales were 7485, down 81.5% from a year earlier; Dongfeng Honda's February terminal sales were 3803, down 89.3% from a year earlier.

Guangzhou Auto Honda began to resume production on February 17, while Dongfeng Honda, whose three vehicle manufacturing plants are all located in Wuhan, Hubei Province, is allowed to resume work on and after February 11 in accordance with local guidelines for epidemic prevention and control. Therefore, the epidemic will inevitably have a great impact on the production and sales of Honda's joint venture plant in China, which will make it more difficult for Honda to achieve its annual goal. Honda announced earlier this year that Honda China would challenge its target of exceeding sales of 1.55 million vehicles in 2019 by 2020.

According to figures released by Hyundai Kia, wholesale sales of the two companies in china fell by about 95 per cent in February from a year earlier, to 2000 and 1000 respectively, or a total of 3000. As a result, Hyundai's global sales fell 13% in February from a year earlier, a 10-year low.

Mazda also reported that it sold just 2430 vehicles in China in February, compared with 11544 in the same period last year, down 79 per cent from a year earlier. In terms of specific models, the Onksera was the brand's highest-selling model in February, with 959 vehicles, while Atez sold 660 vehicles that month, compared with 593 for the CX-4 and 212 for the CX-5.

Toyota was the first to report February sales. Toyota sold 23800 new cars in China in February, down 70.2% from a year earlier, including sales of premium brand Lexus. In 2020, Toyota's sales have fallen for two months in a row. Toyota china announced earlier that its 2020 sales target is 1.76 million vehicles, a year-on-year growth rate of about 8.6%, and it is difficult to achieve the full-year target.

The pneumonia epidemic has led to the extension of the Lunar New year holiday, all activities have been suspended, consumers have been shut down, factories of all kinds have been delayed and car sales stores have been closed for a long time, and the sharp decline in sales in February is not surprising. With the release of the sales data of various car companies, more and more car companies will adjust their full-year results.

According to statistics, more than 90% of the car sales stores have resumed business, but consumers are still very cautious about resuming car buying activities. The China Automobile Circulation Association said in a report on March 5 that a total of 8155 4S stores were investigated in 124 car dealer groups across the country. So far, the sales efficiency is only 24.5%, and the after-sales efficiency is only 30.7%, which is still far below the level of the same period.

"the epidemic has delayed the demand for cars. The demand for cars is rigid, which has a certain impact in the short term, but the integrity is improving, "industry insiders also commented that the demand for private cars will increase to a certain extent after the epidemic. However, it is also pointed out that after the epidemic, people buy cars more rationally, and the wait-and-see mood in the market intensifies.

"stabilizing traditional bulk consumption such as cars" has become an important decision after the epidemic, and the Ministry of Commerce has clearly pointed out that it will study and introduce policies and measures to further stabilize automobile consumption to reduce the impact of the epidemic on automobile consumption. at the same time, all localities are encouraged to introduce measures to promote new energy vehicle consumption, increase traditional car purchase restrictions, and trade in old cars for new ones, so as to promote automobile consumption.

At present, relevant car purchase policies have emerged in Guangzhou and Foshan, with Guangzhou announcing a subsidy of RMB 3000 to citizens who replace them with environmentally friendly cars that meet the emissions of the sixth grade of the country, while subsidies of RMB 10,000 for the purchase of "new energy vehicles" such as electric cars, which in turn stimulate consumers to buy new cars.

For large car companies such as Toyota and Honda, the sharp decline in short-term sales has an impact on performance, but there are also great expectations for follow-up recovery. But for some car companies that are out of the mainstream and have financial difficulties, it may be a fatal blow, especially for autonomous car companies whose sales have fallen sharply.

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