AutoBeta(AutoBeta.net)09/30 Report--

According to the latest data released by DPCA on Sept. 30, terminal sales in September were 10089, with a cumulative sales of 62008 from January to September. It is understood that this is the first time in the past two years that the monthly sales of DPCA have exceeded 10,000 units, and the cumulative sales volume in August has exceeded that of last year.

Dragon car monthly sales of more than 10,000, annual sales exceed last year's level, has it risen? It's not. The data show that the cumulative sales of DPCA in 2020 was 50267, and DPCA exceeded the level of sales for the whole of last year in August, but the whole automobile industry was affected by the epidemic in 2020. Most manufacturers' sales have fallen by the waist. Under the influence of this force majeure, the sales in 2020 can not really reflect the performance of a brand in the market. Compared with the achievement of 113579 cars in 2019, DPCA has reached only 50 per cent. In a sense, DPCA is the first to announce monthly sales, no doubt to prove that it is recovering and rising, but this comparison is not referential. If DPCA wants to prove that it is rising, it will take a long time to break through the 2019 sales level. At present, DPCA needs to complete nearly 50,000 cars in the next three months in order to surpass the 2019 level, and the probability is still very slim, although under the influence of Jinjiu Silver Ten and the impulse at the end of the year, the sales of DPCA may further increase, but in the environment affected by chips throughout the industry, the future development is not optimistic.

At present, DPCA is indeed in the stage of rapid recovery, but monthly sales of more than 10,000 is not a very good performance. DPCA owns two brands, Dongfeng Peugeot and Dongfeng Citroen, most of which are contributed by Dongfeng Peugeot. Dongfeng Peugeot sold 27598 vehicles in 2020 and 32900 in the first eight months of this year. In 2019, Dongfeng Peugeot is 59600 vehicles, optimistically, this year's most Dongfeng Peugeot sales may be the same as in 2019.

Dongfeng Citroen sold 52700 vehicles in 2019 and 20300 in 2020, compared with 16100 in the first eight months of this year. It is not difficult to see from the data that there is no hope that Citroen will return to its 2019 sales level this year, and optimism that it will be on a par with 2020 is the best performance. Dongfeng Citroen has Tianyi C5 AIRCROSS, Citroen C6, C3L C3L, Citroen C3-XR and other models, the sales of these models are also low, basically less than 1000 vehicles. On September 23, Dongfeng Citroen launched the Versailles C5X at a price of 14.37-186700 yuan. Whether this brand-new model can break the game is what Citroen wants to know and what we want to know.

Why is Dragon car unpopular? At present, DPCA is the representative of French car companies. Dongfeng Renault has been delisted and the DS brand is dying, while DPCA can still rely on Peugeot and Citroen to maintain the share of French brands in the domestic market. From the perspective of DPCA's products, more than 70% of its products are in the market competition range of 10-150000 yuan, and this market happens to be the main market for the layout of head independent brands and mainstream joint venture brands. French romantic design and racing genes are not as cost-effective, reliable, durable and fuel-efficient to move consumers more simply.

In addition, the internal corruption of DPCA is serious. According to previous reports, Chen Xi, general manager of Dongfeng Citroen brand, Dong Anyin, former vice minister of Dongfeng Peugeot brand marketing department, Zhang Yuguang, former head of Dongfeng Citroen brand marketing department, and Yang Ning, former vice minister of Dongfeng Citroen brand marketing department, were investigated one after another. These executives served as the first or second leaders of their brands at their peak. How to lead the brand to develop better?

From the current point of view, the performance of DPCA in the market has indeed improved, but if it is subdivided into brand models, in fact, DPCA does not have a popular model, so DPCA wants to return to the top. you need to come up with products that consumers can affirm. Next year will be an important first year for the development of Shenlong Automobile, which needs to show obvious growth, otherwise in the context of intensified market competition, its market will continue to be eroded by mainstream brands.

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