AutoBeta(AutoBeta.net)12/04 Report--

Near the end of the year, many car companies have begun to increase sales efforts, and strive to achieve the annual sales target. As this year, as the new car market continues to shrink for the third year, the impact of the superimposed epidemic makes more car companies show a negative growth trend, it is very difficult to achieve positive sales growth. By contrast, Japanese brands are relatively strong, taking the lead in achieving year-on-year growth.

According to the rankings, Toyota regained its lead in November by a narrow margin, and it is worth mentioning that the Honda brand surpassed Toyota for the first time in October and the only time this year. Honda's overall sales were less than 10, 000 vehicles less than Toyota in November, but the growth trend was significantly larger than that of Toyota, ranking second. Nissan, on the other hand, is more affected, maintaining a downward trend this year and being far away from Shuangtian.

Although Toyota China today only released November sales data of 177700 vehicles, and achieved a year-on-year increase of 16.7%, failed to report full-year sales results like the two major Japanese brands. But according to the sales results from January to October this year, Toyota has led the Honda brand by more than 191200 vehicles. This means that with the addition of terminal sales in November this year, Toyota will continue to take the lead and may become the number one car company in Japanese brands this year.

Thanks to Toyota speeding up the listing of new products in 2019, it has successively invested in a new generation of Corolla / Leiling sedans, and the sales of the new domestic model Asian Dragon are good, resulting in Toyota's sales growth. Toyota plans to gradually increase the sales of TNGA models in the future, and at the same time, continue to expand the dual-car strategy.

The Guangzhou Auto Show, which opened this year, also brought two blockbuster models, Carola / Leiling's "special extended model", namely Guangzhou Auto Toyota Ling Shang and FAW Toyota ALLION. In addition to continuing the Carola / Leiling classic design, the two models have also incorporated some detailed adjustments to make the model more personalized, with a wheelbase of 2750mm and an increase of 50mm compared to Carola / Leiling.

In addition, Toyota will also bring three-cylinder models in order to lower the threshold for car purchase. On December 1, Guangzhou Auto Toyota announced that its compact car Leiling will launch three new 1.5L power models, and it is speculated that the FAW Toyota Lala will also catch up.

Like the Toyota brand, Honda, which continues to accelerate the domestic "two-car strategy", has also achieved good sales performance. According to its latest sales figures, Honda sold 171000 vehicles in China in November, up 22.1 per cent from a year earlier. Among them, Guangzhou Auto Honda sold 86000 vehicles in November, up 24.5% from a year earlier, while Dongfeng Honda sold 85000 vehicles, up 19.8% from a year earlier. Honda sold 1.4181 million vehicles in China from January to November.

Honda's sales in China continued to rise, driven by Accord, Haoying, colorful Zhi, Ling Pai, Feido, CR-V, Civic and XR-V, all of which sold more than 10, 000 vehicles in November, including Accord, CR-V and Civic.

It is not difficult to see that Guangzhou Auto Honda has further helped it surpass Dongfeng Honda with the launch of the new flying degree. From last year to the beginning of this year, Dongfeng Honda has been ahead of Guangzhou Auto Honda in sales, but due to the more serious impact of the epidemic, it fell into a long-term shutdown, and it took a long time for the brand to return to normal production capacity.

However, as Honda, as a major car company affected by this year's epidemic, has made its cumulative sales for the whole year regular, you can see Honda's strong return, at this level, Honda's sales target of 1.55 million vehicles challenged this year can be basically achieved.

Nissan significantly underperformed the two companies, and last November it was able to compete slightly with Honda, overtaking Honda by a narrow margin, but by 2020, the gap between Nissan and the former has gradually widened, and now it has sold more than 100000 vehicles. It means that the brand, which used to be the overlord of the domestic Japanese system, has also been grabbed more market share by Liangda with the market switching.

Nissan sold 156319 units in China in November, up 5.2 per cent from a year earlier, thanks to strong demand for passenger cars, according to the latest sales figures.

Mr. Shohei Yamazaki, senior vice president of Nissan Motor Co., Ltd., chairman of Nissan China Management Committee and president of Dongfeng Motor Co., Ltd., said: "in the face of increasingly fierce market competition and the off-season of traditional sales, Nissan China and its passenger car sector and Dongfeng Nissan are growing against the trend, while sales remain robust."

However, on the whole, Nissan is also the only one of the three major Japanese brands in decline. From January to November, Nissan's cumulative sales in China reached 1287821, down 6.6% from the same period last year, and its market competitiveness is relatively small. Only several models such as the seventh generation Teana ALTIMA, Xuanyi and Qijun support the passenger car industry.

Under the influence of various favorable policies, Japanese brands continue to increase their market share in the domestic market, even close to the objective status of German brands, and can take the lead to achieve counter-trend growth in a harsh environment, which also reflects consumers' recognition of Japanese brands.

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