Commercial vehicle micro-customer slips the most obvious small-displacement car watershed


For Chinese auto companies who are accustomed to "fast food", it is not uncommon to slow down and readjust their posture. According to data released by the China Association of Automobile Manufacturers recently, the production and sales of the Chinese auto market both declined in the first quarter, and the association issued an early warning that the demand for the auto market this year may not meet expectations.

It is worth mentioning that compared with January and February, sales of many companies rebounded significantly in March. It may have become the best hope for the auto market this year, and the task of structural adjustment is still daunting.

The most obvious drop in commercial vehicle micro-offers

Compared with the strong recovery of the American automobile market in the previous period, the statistics of the first quarter released by the China Automotive Industry Association are not “good-looking”: In the first quarter, China’s auto production and sales were 4,784,300 and 479,270, which was a year-on-year decrease of 1.83% and 3.40%. Among them, domestic passenger cars produced and sold 3.771 million units and 3.773 million units, output increased 1.10% year-on-year, and sales volume fell 1.25%; commercial vehicle production and sales were 1,013,100 units and 1,109,900 units, respectively, down 11.40% and 10.60% year-on-year.

The decline in the commercial vehicle market should be expected. The heads of related companies including China National Heavy Duty Truck Co., Ltd. said in an interview with the reporters of the "Daily Economic News" that it is very difficult to get out of the market downturn this year and can only follow the trend.

In addition, the successive exits of “subsidy for autos to the countryside” and the halving of purchase tax for small-displacement automobiles have directly impacted the micro-customer market, which fell 8.9% year-on-year in the first quarter of this year, but due to the huge base of micro-substance market, each one percentage point declines. All mean that tens of thousands of sales are passing.

With many previous car companies competing to enter the micro-car market, it is not easy to maintain stability. Among them, SAIC-GM-Wuling managed to maintain a growth rate of 4.3%, while SAIC-Nissan's SAIC, which also used the micro-customer upgrade trend, saw a 22.8% year-on-year growth in the first quarter.

Small-displacement car shows a watershed

Some analysts believe that in the first quarter, auto production and sales both fell year-on-year, indicating that the domestic auto market is still in the doldrums, but from the situation in March, the momentum has turned for the better, and this year may show a trend of low, high, and will still be achieved Magnitude of growth.

From the perspective of the consumption structure of passenger vehicles, the sales volume of mini cars at the base of the tower dropped the most, while the growth of the mid-level and mid-to-high-end car markets remained stable.

According to the analysis of the National Information Center, the biggest changes in car demand at all levels in the first quarter were in the A-Class and C-Class markets. Among them, the demand for A00-class vehicles fell sharply, with a year-on-year decrease of 33.1%; while the demand for A0-class passenger cars represented by Chery QQ3, BYD F0, and Geely Panda fell by 9.7%; the sales volume of Class A vehicles increased by 1.5% year-on-year .

Judging from the larger share of the mid-size car market, the 1.6-liter displacement model has become the most affected model range. In the first quarter of this year, domestic sales of cars were 2,561,200, down 2.2% year-on-year; sales of cars of 1.6 litres and below were 1,798,400, down 4.3% year-on-year; cars of 1.6 liters and below accounted for 70.2% of cars, a year-on-year period. It dropped by 1.5 percentage points.

The compact car market is the most competitive. Among the top ten compact car sales in the first quarter of this year, SAIC-GM-Kaiyue ranked first, accumulating 76,400 units in the first quarter, an increase of 24.8% year-on-year; in addition, FAW-Volkswagen Jetta, Bora, Shanghai Volkswagen LaVida, FAW Toyota Corolla and Beijing Modern Era have all experienced some degree of decline. Among them, Beijing Hyundai Motor's 1.6-liter model sold 46,600 units in the first quarter, a year-on-year decline of 17.2%.

There are numerous models with self-owned brands that have a displacement of 1.6 liters or less. However, the market is becoming more and more obvious. Only the Great Wall Tengyi C30 has performed strongly, and other independent brands have been difficult to spot on the top ten list. In the compact market, the brand has been concentrated in two companies: General Motors and Volkswagen. Toyota and Hyundai each have a product.

In addition, the growth rate of the B-class and C-class vehicles is similar to that of the same period last year, but for the C-class vehicles, the year-on-year increase was reduced from the last year's 27% to 14%. The sales volume of the Audi A6L and Shanghai GM LaCrosse exceeded 20,000 in the first quarter, while the sales volume of the BMW 5 Series grew steadily, and the Mercedes-Benz E-Class vehicles declined.

SUV sales trend continues to increase

Benefiting from the trend of China's auto consumption upgrade, it is still the SUV market that can sustain growth for many years. According to statistics, in March, SUV sales reached 176,200 units, a growth of 26.8% from the previous period and a year-on-year increase of 32.38%. In the first quarter, SUVs sold 441,600 units, an increase of 18.05% year-on-year.

Judging from the rankings, the top ten SUVs sold in the first quarter were: Shanghai Volkswagen Tiguan, Great Wall Haval, Dongfeng Honda CRV, Dongfeng Nissan Leap, FAW Toyota RAV4, Chery Tiggo, BYD S6, FAW-VW Audi Q5, and Beijing Hyundai ix35 and Guangzhou Automobile Highlander. It is worth mentioning that the market concentration of SUVs has increased. The cumulative sales volume of the ten brand models in the first quarter reached 309,500 units, accounting for more than 70% of the total sales of SUVs.

According to the market survey conducted by the Daily Economic News reporter, with the gradual release of production capacity of some auto manufacturers, the situation of increase in sales of SUV models has been significantly eased. In the past, the status of certain joint-venture vehicles as a model of hard-to-find vehicles no longer existed. . At the same time, from the perspective of brand distribution, although self-owned brand models currently occupy a dominant position in the market, in the mid-to-high end and luxury SUV market, self-owned brands are still difficult to gain.

At the same time, the luxury brand's product layout in the SUV market has also gradually accelerated. A few days ago, the Mercedes-Benz new M-class luxury sport utility vehicle was launched, and the ML3504MATIC dynamic model and the ML3504MATIC luxury model officially landed in China. "The Mercedes-Benz SUV family has achieved outstanding sales performance in the past few years. Among them, the M-class off-road vehicle achieved 100% sales growth in 2011, so we are very firmly continuing to look forward to the prospects of the Chinese SUV market." Mercedes-Benz (Mercedes-Benz (China) Automobile Sales Co., Ltd. President and CEO Miles said.

On the one hand, it is difficult for independent brands to extend the model upwards. On the other hand, the product lines of joint ventures such as Dongfeng Honda and Beijing Hyundai, which are mainly SUV models, are continuing to extend downwards. If they cannot follow the trend of consumption upgrades to promote products to “go up,” and become autonomous Brand living space will still face threats.



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