Japanese car retaliated SUV in China in 2015

The popular Jetta off-axis incident continues to ferment and other factors, the current popular in China's growth or slowing down, the Japanese car to the last sprint after the 4 million goal defeat a fighting chance. However, early last year and announced a high-profile target is different, this year the Japanese car in China generally more low-key, secretly force to recover.

Last year, the total sales volume of Japanese cars in China was not as good as that of the German Chinese Volkswagen Group. In addition, the Japanese car is speeding up the layout of the SUV, which is just a short board for the public.

The speed of desire is not good

Nissan finally returned to positive growth after seven months of falling. In January 2015, it sold 116 thousand and 400 vehicles in China, up 22.2% over the same period. TOYOTA has kept sales growth for 6 months in a row, and its sales in China increased by 10.6% to 94 thousand and 700 in January. Honda and Mazda in January sales in China decreased, which Honda sold 59065 vehicles, down 6.6%, Mazda's sales fell 11.7% to 24538 vehicles. Not only the different brands of different grades, even the same brand of the two companies sales are very different. Among them, Honda's Honda sales increased by 11.6% to 34406, and Dongfeng Honda sold by 23.9% to 24659. The two joint venture of Mazda's sales volume is Rainbow Night, FAW Mazda sales of 8640 units, down 49.8%; Changan Mazda sales of 15898 vehicles, an increase of 50.4%.

At present, the performance of Japanese cars in China is different, as well as the overall slowdown in the Chinese car market, which will increase the trend of this year. The market is already change constantly, in the past 2014, Japanese cars in China unexpectedly by the market "have a stick". Thanks to the strong counter attack in 2013, the six largest Japanese automakers launched a high profile at the beginning of last year, announcing that the sales plan of new car in 2014 totaled 4 million vehicles, an increase of 16% over 2013.

In the past year, Japanese cars have been assembled in China. Only one Honda launched six new cars in China. TOYOTA sent the new intermediate cars such as Carolla, Lei Ling and so on, and Nissan introduced new Jun SUV and so on. However, contrary to expectations, a variety of Japanese cars are put out in the second half of last year, the second half of Chinese misfortune car suddenly slowed down, due to various reasons, Nissan, TOYOTA, Honda, Mazda, SUZUKI and other Japanese car firms in China are not complete the sales target. Among them, the highest sales in China Nissan in China last year, sales of 1 million 220 thousand vehicles, an increase of 0.5%, even after the cut sales target has not completed.

According to the China Automobile Industry Association statistics, in 2014, the Japanese car sales last year to 3 million 95 thousand and 200 units, accounting for Chinese total passenger car sales 15.71%, down 0.64 percentage points compared to 16.35% last year, become the market share of the landslide "as fellow sufferers of independent brands". Among foreign brands, the growth rate of Japanese passenger cars is slightly slower than that of other Japanese brands. The growth rate of other foreign brands is over 10%. Among them, the German passenger car ranks 3 million 940 thousand and 900 in the first place, accounting for 20% of the total sales of Chinese passenger cars, which is 1.19 percentage higher than that of the previous year. The German car market share was further expanded in China, benefiting from the rapid running of the public in China. In 2014, Volkswagen group sold 3 million 675 thousand vehicles in China, up 12.4% from the same period.

The Japanese car market share in China was once as high as 22~23%, but a few years ago due to China market strategy and conservative technology into the slow, coupled with the 2012 outbreak of the Diaoyu Islands, the German car market share of 2012 in China Anti Japanese more than one. In order to recover the lost ground, the Japanese car launched a new car attack in 2013 and sold more than the German department in November 2013. Therefore, the Japanese car is full of confidence in the recovery of the land, did not think of "anxious to eat hot bean curd", the gap in 2014 with the German department.

In the face of strong German rivals, the Japanese car companies have been releasing a lot of caution in the 2015 sales plan. Nissan in China this year sales target of 1 million 300 thousand vehicles, more than 1 million 400 thousand cars last year for the first time the target low than 100 thousand cars, down to 1 million 270 thousand units of the revision target increased only 30 thousand vehicles. Among them, Dongfeng Nissan will set the sales target of 1 million cars this year, which is only 6.38% higher than that of the 940 thousand cars sold last year, and 100 thousand fewer than the 1 million 100 thousand target of last year. TOYOTA set the same goal of sales in China this year. It set the sales volume of 1 million 100 thousand sales that was not achieved last year to the sales target this year, which is only 6.8% higher than that of 1 million 30 thousand last year. The Japanese car changes the strategy to launch a low-key attack.

Focus on SUV

In China's SUV segment with a growth rate of more than 30%, Japanese cars speed up the layout, and the market is just a short board of the masses. In the SUV continuous hot today, the only way to hang the Volkswagen brand in the SUV market outlook and Touareg, a compact SUV, the other one is in the field of SUV is a small luxury luxury SUV, it seems a bit weak in the SUV market. The day before, the public official confirmed the launch of a POLO based SUV model.

In 2014, the joint venture compact SUV is still the main force in the whole SUV market, and the Volkswagen view is top of the 237 thousand and 400 compact SUV sales in China. However, because of many new car siege and other reasons, the idea is not to keep the original market cake. According to media reports, in December last year, the outlook slipped from 17316 to 15145, down 12.5% from the same year, and sales fell to eighth in the month. Over the same period, listed three months of Guangzhou Honda SUV bin Zhi only new record 1.8L models they hit the car 11639, on the card 7214, quick to seize the entry-level compact SUV market. Because bin Chi models such as force, Guangzhou Honda in January of this year sales of 34406, an increase of 11.6%.

GAC Honda official said that in 2014, GAC Honda's new car models basically concentrated in the second half of the year. As the new car smoothly passed the market adaptation period, it will usher in a comprehensive effort in 2015. In 2015, Guangzhou Honda will continue to update its best selling models, in addition to the first quarter of 2015 will be listed on the SUV bin Zhi 1.5L models, equipped with many advanced FUNTEC technology of the new generation of the accord, a comprehensive upgrade of Lingpai will also boost sales. In addition, the Honda third plant and the engine factory will be fully completed this year, helping to alleviate the poor Honda's current shortage of capacity.

Dongfeng Honda also hopes to borrow the SUV model to get rid of the downturn. Although the sales of Dongfeng Honda C-RV turned sharply in the second half of last year, it still sold second of the 168 thousand and 200 compact SUV in China's joint venture. In order to stabilize the SUV market, Honda also began to follow the popular "one car double", began to use the same platform for the development of the two joint venture car, Chi bin the twin brother of Dongfeng Honda XR-V has also been listed in November last year.

Nissan has also increased its strength in the layout of SUV products. After the last SUV novelty Chun listed, the new plan will continue cultivating this year Nissan SUV market, the launch of new generation, new Kroraina Qashqai and other products, including compact SUV Nissan Qashqai into the domestic market since 2008, ushered in the first generation, take Nissan new family design concept of the Qashqai and Volkswagen Tiguan years the same level models to compete.

TOYOTA last November to launch in China NX is a strategic product of TOYOTA and SUV, the car took Lexus to enhance the share of the responsibility in the luxury SUV market. China said TOYOTA spokesman Niu Yu recently accepted the "First Financial Daily" interview with reporters, a large SUV in Guangzhou TOYOTA Highlander mid facelift car will also be launched this year.

Japanese car manufacturers have always insisted on using the naturally aspirated engine will usher in the "transition period", actively introducing turbocharged engine to meet consumer demand Chinese market, after TOYOTA introduced the first equipped with NX turbocharged engine models in China, just listed in January this year the new Camry and the upcoming next-generation crown equipped with the turbocharged engine, hoping to further expand the senior car market. In addition, in the heavily guarded German luxury cars and intermediate positions, Japanese cars are also stepping up the layout, Nissan's already at the end of last year as the first domestic Japanese luxury car brand of homebred Infiniti, speed up the pace to catch up German luxury three, and last year in China has launched the first equipped with turbocharged engine Q50 products.

In 2015, FAW Volkswagen sold 156 thousand and 600 domestic vehicle terminals in January, an increase of 8.6% compared with the same period last year, while a number of Japanese car companies in China increased by more than that of FAW Volkswagen. Automotive expert Zhang Zhiyong told the "First Financial Daily" interview with reporters, from product development to launch consumer feedback requires a period of time, the market for products often reflect slightly lag, through strategic adjustment and adjustment of products, Japanese cars are anti - German opportunities in China, like the earlier German surface in the middle a car and force the super car, this scene may also occur in the Japanese car.