AutoBeta(AutoBeta.net)07/19 Report--

As the major car companies release sales figures for June, it also means that the first-half results are officially a foregone conclusion. Affected by the cold winter and epidemic situation in the car market, the cumulative sales volume in the first half of the year fell by nearly 17%. Under the industry environment of shrinking competition, the industry polarization has been further intensified, and weak brands and products are facing the fate of being eliminated. Following the statistics of the list of countdown car companies in the first half of the year, the list of the bottom 20 models sold in the first half of 2020 was also officially announced.

New energy vehicles are not included in the list. Due to the small market share of new energy, the sales of many products are generally low, so fuel vehicle products are more representative, but also better reflect the real market performance of brands and products.

From the list of the bottom 20 models in the first half of 2020, some established independent brands and legal brands are more likely to be on the list, including Haima, Lifan, Citroen, DS, etc., which not only reflects the practical problems of product decline, but also reflects the survival status of these brands in the Chinese market.

Haima Motors is also a brilliant independent car brand, creating two star products, Fumilai and Haimai S5, and monthly sales of a single model have exceeded 10,000. However, as business problems are highlighted, products can not keep up, brand strength is weak, and lack of core technology updates, sales have gradually declined. Today, Haima Fumei sales have fallen to single digits, with cumulative sales of only three vehicles in the first half of the year.

French high-end brand DS has become the most "named" brand on the list, with four cars on the list, including domestic DS 5LS, DS 4S, DS 6 and DS 7, some of which have been suspended in China due to persistent poor sales. At present, the development prospect of DS in China is still confused. After the dissolution of Changan PSA (Changan Peugeot Citroen), Baoneng bought the Shenzhen plant of Changan PSA. In the future, part of the production capacity of the Shenzhen plant will still be OEM for the subsequent models launched by DS in China, and the DS brand insists that it will not withdraw from the Chinese market.

Another French brand, Citroen, has also performed awkwardly in China, with only six Dongfeng C5 C5s and 215 Yunyi C4 AIRCROSS SUV units sold in the first half of the year. The joint venture brand B-class car is the mainstream product in the market, but since the localization of Dongfeng Citroen C5 in 2009, the market trend has been gradually depressed, and now the sales volume is only in the single digits, or it may face the fate of stopping production.

It is not surprising that the sales of some high-end products in Beijing are relatively low. Among them, BJ90 sold 36 units in the first half of the year, and BJ80 sold 169units. The Beijing BJ90 is actually a shell-changing model of the old GL class of Mercedes-Benz, based on the GL-class chassis and equipped with 3.0T and 4.0T engines provided by Mercedes-Benz. The official price is 69.80-998000 yuan. Beijing BJ80 is well-known for its resemblance to the Mercedes-Benz G-Class, and the real market performance of the car can also be recognized from sales.

Na Zhijie URX is the latest product launched by Dongfeng Yulong in recent years, in view of the decline of the brand, poor market reputation, and operational problems, resulting in continued low sales. Lifan and Cheetah two established independent car companies operating difficulties, a number of main product sales downturn, factory shutdown highlighted.

The bottom 10 is Beijing Mercedes-Benz GLA, the specific reason for this car on the list is the production stop caused by the switching between new and old products, and the manufacturers' problems in product delivery strategy, resulting in a long-term suspension of production and sale of the car. It is reported that the new Beijing Mercedes-Benz GLA is equipped with a 1.3T four-cylinder engine, and the new car will go on sale on July 23.

In addition, Beijing Hyundai Anxino and Changan Mazda CX-8 joint venture SUV are also noteworthy on the list. Beijing Hyundai ENCINO Oncino has been on the market for only two years, positioning small SUV, all equipped with 1.6T engine and 7-gear double clutch gearbox to fill the gap of Beijing Hyundai market products. In the first half of the year, Oncino sold only 270 units, and its sluggish sales are unpredictable from the manufacturer's point of view.

Changan Mazda CX-8 has been on the market for a year and a half, with poor sales, totaling 346 vehicles in the first half of the year. Many consumers believe that the overpricing is the core reason why CX-8 cannot be accepted by the market. The official guiding price of the car is 25.88-330800 yuan, and its pricing and positioning are higher than those of the Toyota Highlander.

A number of models on the list may face the fate of suspending production and delisting due to poor sales. Generally speaking, the market performance of brands and some established independent brands is poor, and it is more difficult to guarantee their market position in the stock competition environment, while some mainstream brand models also lead to poor sales due to the problems of product market positioning and pricing. Human factors may be the main reason.

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