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With the release of the list of single-model sales in 2020, the worst models on the contrary also appeared. Throughout the performance of the overall automobile market this year, the new car market rebounded significantly in the second half of the year, but according to the China Automobile Association, the annual sales of passenger cars in 2020 was 20.178 million, down 6% from the same period last year.

In this environment, the market "Matthew effect" is more obvious, the better to sell the model is easier to sell, but the inferior model market share has been further reduced, as can be seen from the latest list of the worst sales of the year.

Even at the beginning of the second half of the year, new energy vehicles show more obvious signs of rebound, such as Tesla, Wuling Hongguang MINI and so on have become best-selling models, but because the new energy volume still occupies a small proportion of the market, it is not counted. Secondly, due to the large number and complexity of domestic independent brands, except for the strong performance of head car companies, the rest of the performance is at the end of the market, so it is not within the scope of statistics.

As the domestic SUV model has a cumulative total of nearly 100 models more than the car model, and the SUV market exceeds car sales for the first time, the differentiation is more serious. The list only counts annual car sales of less than 10, 000 models, while SUV sells less than 5000 cars a year.

From the "worst" edition, it is not difficult to see that legal brands account for the vast majority of the list. According to the latest annual passenger car market share released by the China Association of Automobile Manufacturers, the share of French brands, which already have a market share of less than 1%, has further shrunk in 2020, from 0.6 to 0.3, which also reflects the impact that French brands are facing elimination in the domestic market. Last year, Renault, which is also a French brand, announced its withdrawal from the domestic fuel passenger car market due to poor market performance, which is another reason why French brands are shrinking again.

Although it is said that DPCA, a joint venture brand under the brand PSA Group, has repeatedly said that it will not withdraw from the domestic market and continues to accelerate the layout of models in the domestic market, from the point of view of market performance, it is not considerable. Of the 11 worst sedans, six are from Peugeot and Citroen. Among them, DS 4S has stopped production since 2020, so its sales are less, but it can also reflect the poor performance of the whole DS brand in China. For example, the lowest annual sales in the SUV market is DS7, which cannot support its high-end brand positioning because of its high price and low brand power.

The Peugeot 308 was also discontinued in 2020, one of the models once supported by the brand has gradually been replaced by the 408. However, the 408 model sales are not large, but also repeatedly on the list of complaints, which has become one of the obstacles to the model. Citroen C3L, as a special model re-launched by the brand in 2020, hopes to attract domestic consumers with the car model with SUV chassis, but it seems to have no effect. As for the Peugeot 508 and Citroen C6, consumers prefer to choose best-selling models because the price can not reach a reasonable price.

The same is true of the French models on the list of the worst in SUV. Under the brand effect, the discount range is small, coupled with minority reasons, the differentiation of legal brands is even more serious.

The performance of SAIC-Volkswagen declined significantly in 2020, which was also due to the decline in market competitiveness of the Skoda brand. The arrival of the new Feido has squeezed Skoda's market share, while speed matching, the brand's main model, has tried to sell more than 10,000 cars a month, but now it is embarrassing to sell only a few hundred a month.

For example, SAIC GM Chevrolet and Kia brands are the same, with discounts but no brand support, so that Chevrolet sales have been shrinking in China. And Kia KX7 because of its high positioning in the domestic market, the differentiation is more serious. Mazda has a certain brand effect in China, but also because it is a minority brand, coupled with the high price of the CX-8 model, beyond the scope of consumer acceptance.

There are also some luxury brands in this list. In 2020, the vast majority of luxury brands can rise against the trend, which also reflects that the domestic high-end model exchange boom has further promoted the high-end model market. However, the list also reflects that these brands and models do have problems that consumers cannot accept in the models, such as slow replacement, many problems and minority, and so on.

It is worth mentioning that Dongfeng Honda LIFE on the list is not really the worst, but the car launch time is not long, from February's monthly sales can also show that the model is still climbing period, the future market performance is considerable.

For the worst domestic models of the year in 2020, basically appear in the brand models with lower and lower brand effect and individual models with slightly lower performance-to-price ratio. This also reflects that China's auto market has declined for two consecutive years since 2018, and the impact of the epidemic has accelerated the reshuffle of the auto industry, making the "Matthew effect" of mainstream and marginal brands more obvious.

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