AutoBeta(AutoBeta.net)05/19 Report--

According to data released by Dongfeng Motor Co., Ltd., DPCA sold 7766 vehicles in April, down 4.74% from a year earlier, including 4216 Dongfeng Peugeot, 3266 Dongfeng Citroen and 284 Dongfeng Fukang.

In terms of specific models, Dongfeng Peugeot's best-selling model is 408, with 1240 vehicles, which is also the only one with sales exceeding 1000. Citroen also has only one model, Versailles C5X sales of 2910, the rest including the C6, C5 AIRCROSS just over 300.

In early March, a group of posters about the opening of the strongest discount season for car purchases in Hubei history went viral online. the content is that the Hubei provincial government jointly with Dongfeng Honda, Dongfeng Citroen, Dongfeng Peugeot, Dongfeng Fengshen, Dongfeng Nissan and other brands to promote attractive car purchase subsidies. In this round of "price reduction tide", the performance is quite eye-catching is Dongfeng Citroen, the original guidance price of 211900 yuan, 226800 yuan C6 co-creation model and C6 comfort model subsidies have reached 90, 000 yuan, plus purchase tax, license fees and insurance, Citroen C6 may eventually land at about 140000 yuan, the price is quite tempting and powerful. In the eyes of many consumers, although the Citroen brand does not have a strong sense of existence in the market, does not maintain the value of Japanese cars, and even has many defects, the Citroen C6, which costs only 120000 yuan for a naked car, is really fragrant.

Facts have proved that as long as the price is in place, consumers are bound to pay the bill. In March, the highest selling model of Dongfeng Citroen was the Versailles C5X, which was 1624, while the C6 and C3-XR were 1259 and 1236 respectively. At first glance, whether C6 or C3-XR, the sales level is not very high, but in the past, C6 and C3-XR did not contribute much to Citroen brand sales. Before the subsidy, C6 basically maintained the level of monthly sales of 70 or 80 units, while the lower price of C3-XR maintained around 50 units per month. The subsidized C6 and C3-XR sales were only at the level of thousands, but they were actually equivalent to the sales level of nearly a year.

Government subsidies, car companies profit, inventory depreciation, this set of "combination punch", 120000 C6 not only let the whole people know the Citroen brand, but also allow car companies to digest the inventory of cars already produced, and clear the inventory of spare parts in the workshop, more importantly, to enable enterprises to achieve the recovery of funds. Therefore, Citroen can at least remind people of Citroen's "French romance" by making profits through the coalition government, and from the perspective of brand marketing, this "clearance sale" is worth it for both users and enterprises.

However, this marketing is only a flash in the pan after all. From January to April, DPCA sold a total of 20790 vehicles, down 33.96% from the same period last year. Obviously, "price for volume" can promote sales growth in the short term, but there is no continuity. It is understood that the sales target of DPCA in 2023 is 155000, which is also the most critical year that is expected to turn losses into profits. From the latest sales, the target completion rate in the first four months is 13.4%. This means that the average sales target of 44700 vehicles will be achieved in the next eight months, which is equivalent to twice the sales in the first quarter. For the lack of stamina of the main selling models and the serious shortage of new energy models, it is quite difficult for DPCA to challenge.

French cars do not have a strong sense of existence in the domestic market, especially after Renault is delisted, and after the Jeep of the same group focuses on imports, it aggravates the sense of crisis to some extent, how will it further move towards positive operation?

DPCA will start the transformation of new energy sources in 2023. According to the plan, in the future, China and France will support the diversification of technology sources, adopt global advanced electric technology, promote the electric transformation of DPCA, and fully support DPCA to accelerate the introduction of pure electric goods from 2023. In the next five years, DPCA will launch 9 new models and a number of modified models, 8 of which are new energy models.

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