AutoBeta(AutoBeta.net)12/05 Report--

On December 4th, four Japanese brands, including Toyota, Honda, Nissan and Mazda, released their latest monthly sales figures one after another. Overall, the performance of the four major Japanese brands in November was mixed, with sales growth of "two fields" in more than double digits, Mazda's two-digit decline contrasting with "two fields", and Nissan achieved a small increase of 5.2 per cent.

According to the latest figures released by Toyota, Toyota sold 177700 vehicles in China in November, up 16.7 per cent from a year earlier.

Toyota's new models or replacement products, including the Corolla, Leiling, RAV4 Rongfang, Camry and other markets performed well, of which the Camry sold 20022 new cars in November, up 23.1% from a year earlier. Lexus, a luxury brand owned by Toyota, sold 20632 vehicles in china in November, up 6.8% from a year earlier. Lexus, a pure imported brand, was pleasantly surprised.

In the future, Toyota will continue to improve its product camp. At the 2020 Guangzhou Auto Show last month, Aolan and Ling Shang, based on the TNGA architecture, made their debut, positioning the A + class sedan with a 2750mm wheelbase, matching 2.0L naturally aspirated engine and CVT gearbox. According to officials, Aolan will be listed in the first quarter of next year, Ling Shang will be listed in the first half of next year, two new cars will fill the gap in the A + market and broaden the TNGA architecture product camp.

In addition, Toyota Sienna and Harrier will be made one after another to further enrich the lineup of models in China. According to media reports, the new generation of Toyota Sienna will be introduced by Guangzhou Auto Toyota and FAW Toyota respectively in 2021.

Honda China released the latest figures showing that terminal sales in China in November were 171300, up 22.1 per cent from a year earlier. Honda, which struggled in the first half of the year, saw sustained growth in the second half of the year. In terms of specific models, Honda Accord, Haoying, Civic, CR-V, colorful Zhi and other models continue to sell well, of which Accord, Civic and CR-V models sell more than 20, 000 vehicles.

A few months ago, Haoying's collision results in the China Insurance Research Institute were accidentally exposed, which led to product safety questions. Judging from the sales volume in recent months, Haoying's achievements have shrunk slightly, but the monthly sales remain at more than 10,000 vehicles. I don't know whether the market performance can be maintained in the future.

With the implementation of the two-car strategy, Honda will still have more domestic models on the market. In the second half of this year, the hatchback version of the Civic and the new Feido are already counted, and the new Honda LIFE will be launched on December 15. The new car is one of Honda's strategic two-car models, a sister model of Feido, or will be named "Lefu Sauce", powered by a 1.5L naturally aspirated engine.

In November, Nissan sold 156300 new cars in China, up 5.2 per cent from a year earlier. Dongfeng's daily production and sales volume of 126600 vehicles, up 10.3% from the same period last year, compared with Toyota and Honda, Nissan's overall performance in China is not hot, but for joint ventures, Dongfeng Nissan sales are much higher than FAW Toyota, Dongfeng Honda and other companies.

Nissan mainly depends on the volume of Xuanyi, Teana, Xiaoke and Qijun. According to the data, Xuanyi sold 65098 vehicles in the month (up 23.3% from the same period last year), Teana sold 13643 vehicles (up 32.1% from the same period last year), Qijun and Xiaoke were 17932 and 17263 respectively.

Although the sales of Dongfeng Nissan are booming, there are many hidden worries behind it. From the perspective of car models, Dongfeng Nissan mainly depends on the volume of Xuanyi, and its position in the car field is almost impossible to shake. However, the new and old Xuanyi 1.6L+CVT gearbox powertrain is relatively single, in the case of German and Japanese brands and independent brands to increase product competitiveness, the competitiveness of such products is facing greater risks, once out of favor Dongfeng Nissan sales will fall off the cliff.

At present, Nissan's global bet on pure electric technology has led Dongfeng Nissan to "fall short of its ambitions" in the offensive of new products and technologies in recent years. From a long-term point of view, if Nissan wants to achieve sustained sales growth, it must improve the competitiveness of its products, introduce or develop more models, and improve the product camp.

The last Japanese car company is Mazda, and its performance in China in recent months has not been optimistic. Sales in November were 18727, down 13.44 per cent from a year earlier, according to Mazda China.

Specific to the joint venture, FAW Mazda seriously reduced the overall sales of Mazda. FAW Mazda sold 5448 vehicles in November, down 39.61 per cent from a year earlier. Changan Mazda grew slightly, rising 5.28% year-on-year to 13279 vehicles in November. In terms of specific models, the Mazda 3 Oncella sold 8342 vehicles, while the CX-4 and CX-5 sold 3341 and 2670 respectively.

In response to the decline in sales, it has been reported recently that the new Mazda CX-5 will use a new rear-wheel drive platform with a 3.0L six-cylinder in-line engine and a four-wheel drive system on high-end models. In addition, Mazda will expand its cooperation with Toyota. In the future, Mazda will launch models equipped with Toyota THS hybrid technology in China.

The sales of Japanese brands continue to grow in the domestic market, which reflects consumers' recognition of the brand. In the process of car purchase, consumers pay more and more attention to brand image, product reputation, after-sales service, value preservation rate and so on, and automobile consumption tends to be more rational. There is only one month left in 2020, and the competition between brands after a year will be a showdown. Look forward to the final result together.

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