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After keeping a low profile in 2008, Shanghai GM went all out in 2009. Car sales are rising: 28% year-on-year in April, 50% in May, and 60,000 vehicles in June. Driven by the new Regal and the new LaCrosse, August even created an amazing performance with a year-on-year increase of 99%. With the launch of various powerful products in turn, the strategy of "global platform, European and American technology" advocated by General Manager Ding Lei has been fully demonstrated. Shanghai GM has stepped out of the adjustment period and entered a new stage of development. China's joint-venture automobile brands have entered a period of checks and balances between Germany, Japan and the United States.
Phoenix Nirvana Announces the Return of the King
Shanghai GM has experienced the most severe test from last year to this year. On the one hand, it entered the adjustment period after several years of rapid development, on the other hand, it was influenced by the external environment.
The global financial crisis also chilled Shanghai GM. In the second half of 2008, all the car companies in China suffered a sales decline that had not happened for several years.
At the same time, Shanghai GM has another serious problem: changes in bankruptcy protection and restructuring of GM have forced the senior management and public relations department of Shanghai GM to deal with the concerns of all parties. As a high-quality asset of GM, the actual development of Shanghai GM has not been greatly affected. 10 The birth of the new GM in July made Shanghai GM feel relieved and embarked on a more relaxed development path.
At the same time, Shanghai GM's internal adjustment strategy also played a huge role in 2009. In 2008, Shanghai GM entered a period of strategic adjustment: at the end of 2008, with the listing of the new Regal, Shanghai GM fired the first shot of reform. A few months later, Cruze from GM's most advanced compact car platform landed in China. On the big screen of the Shanghai GM booth at the Shanghai Auto Show, commercials starring Miller, the hero of Prison Break, were played over and over again, which made Cruze gather super popularity.
In July, Shanghai GM launched the brand-new LaCrosse, a Buick brand rebrander, which made a higher degree of delicate interpretation of Buick's "global platform, European and American technology" and set a new benchmark for the mid-to high-end market. The good performance of power series products shows the strength and determination of Shanghai GM's reform. All kinds of phenomena show that after the phoenix nirvana in 2008, the strength of Shanghai GM has been sublimated, and the development of the enterprise has entered a new stage of development.
Can you "catch up" with the north and south?
The increasing strength of Shanghai GM will have a far-reaching impact on the automobile competition pattern in China. Looking back on the China automobile sales list in 2009, the top two were North and South Volkswagen, among which FAW-Volkswagen sold 320,000 vehicles in the first half of the year, Shanghai Volkswagen sold 365,438+0.97 million vehicles in the first half of the year, and the third Shanghai GM sold 288,800 vehicles in the first half of the year, which was not far from the champion and runner-up. People can't help but ask, can Shanghai GM achieve "overtaking" at the end of the year and regain the annual sales champion? Judging from the product strength with full stamina, it is indeed possible.
With the listing of Cruze, 2.0T New Regal, New LaCrosse and 1.6T New Regal in turn, Shanghai GM has three imposing models in the new car effect period. In August, the new Regal and the new LaCrosse jointly contributed 654.38+0.7 million excellent transcripts. Among them, the brand-new LaCrosse, which is aimed at the mass and commercial vehicle market, has achieved amazing results in sales exceeding 10,000 vehicles in just 45 days. Chevrolet Cruze has successfully broken through the 10,000-vehicle mark in August; Sail and the brand-new luxury SUV Cadillac SRX, which successfully wrote the myth of "65,438+/KLOC-0.00 million family car", will also be listed in the second half of the year. With the joint efforts of new and old models, the sales momentum of Shanghai GM in the second half of the year is not insufficient. Apart from New Golf and Haorui, North and South Volkswagen rarely have new cars this year. Shanghai GM has the greatest potential in the battle for the top three.
From the perspective of product layout, in the next two or three years, Shanghai GM will have at least 10 new cars on the market, mainly in the mid-to-high-end and mid-level car markets, which also makes Shanghai GM maintain a lot of stamina in sales and profits. The three automobile brands retained by the new GM after slimming are the three brands of Shanghai GM. This means that after the brand divestiture and business reduction, more resources and decisions of the new GM will be expected to tilt towards Shanghai GM in the future.
Excelle with stable sales volume, Cruze with strong momentum, Shuangjun with outstanding performance, and the upcoming new Sail ... Many new products are launched in turn, and it is not an extravagant hope for Shanghai GM to successfully surpass "North and South Volkswagen".
The joint venture brand is divided into three parts.
The temptation of the sales champion makes it difficult for every car company to stop. Volkswagen, Honda, Toyota, General Motors and other auto giants have tried their best to seize the market share in China. The competition among the three heroes is changing and becoming more and more fierce.
The 2008 Olympic year is even more difficult for Shanghai GM. Buick Old Regal stopped production in June last year and released a new model in June of that year. If you can't reach the green and yellow models, you must hand over the market segments. Due to the weak competition of follow-up products, Shanghai GM lost the three-year sales champion.
As one of the biggest competitors of Shanghai GM, Shanghai Volkswagen introduced Skoda brand at the end of 2007 and began to implement multi-brand strategy, and the situation of all-round competition gradually opened up. In 2008, the total sales volume of North-South Volkswagen has exceeded 6.5438+0 million, becoming the second multinational company with sales volume exceeding 6.5438+0 million after General Motors. Therefore, in 2009, the competition between Shanghai GM and North and South Volkswagen will continue to upgrade to the competition between GM and Volkswagen in China.
At the same time, Japanese cars, which are famous for their sophistication, have gradually eroded the market share of Shanghai GM. After Honda Accord, Toyota Camry, Nissan Teana and other models were listed one after another, the sales of Japanese cars suddenly rose. It has become the third largest automobile group after Volkswagen and General Motors.
Reporter's notes
Throughout the China auto market, with two single models, the share of Japanese brands in the whole B-class car market has always remained above 50%! In the first half of 2009, Accord and Camry were still the champions and runners-up in the B-class car market despite the decline in sales growth. This is a "wonder" of China automobile market.
However, in recent years, with the steady progress of Yu Ling and Magotan, the right to speak in the German brand B-class car market has gradually increased; Since 2009, American cars represented by the new Regal and the new LaCrosse have sprung up everywhere. China's B-class car market is being rewritten, and a tripartite confrontation between Germany, Japan and the United States is taking shape.
The fierce competition in the B-class car market is only a microcosm of the strategic competitive situation of the three major domestic car series. Exquisite and durable German quality, exquisite and economical Japanese elements and free and open American genes have attracted a large number of loyal fans in A0, A and B car markets and SUVs. The situation of "three points in the world" has been formed, and will continue to dominate the competition trend of China automobile joint venture brands in the next few years. Reporter Zhang Yanfei
□ Star Products 20 10 New Scenery
The newly listed 20 10 Chevrolet Cheng Jing is known as the "value vane of B-class cars". Chevrolet Cheng Jing has always been favored by mid-level car consumers in Sichuan because of its handsome appearance, spacious space and practical configuration. The 20 10 Chevrolet Cheng Jing, which was unveiled this time, is newly equipped with GM's 1.8-liter EcotecDVVT high-performance engine and S6 six-speed automatic manual transmission. The upgrade of power technology provides a faster, more economical and more interesting driving experience. Price 108800.
Xin regal 2.0T
The new Regal has been on the market for less than a year. With its dynamic and fashionable appearance and outstanding handling, it quickly occupied the sports car market segment, and successfully became the first camp of China B-class car market with the monthly sales of more than 7,000 vehicles. One of the most striking is the flagship of Buick Power-the new Regal 2.0T The car is equipped with a turbine engine from Saab, with a maximum power of 162KW, a peak torque of 350NM and an acceleration of 7.7s per 100 kilometers. Become the king of power in the same class. The price is 259,900.
New lacrosse 3.0L
As the most important part of Shanghai GM's high-end car market, Buick's new generation LaCrosse is a high-end car that GM's global R&D has worked hard to build. The 3.0L new LaCrosse equipped with 3.0LV6SIDI direct injection engine has created the highest level of B-class car in ride comfort. 360 embracing the luxurious atmosphere, integrated design, 2837mm long wheelbase, 8-inch high-definition LCD screen and infrared remote control DVD lead the fashion trend of C-class and B-class cars. The price is 3.65438+0.99 million.
Cruze 1.8L Deluxe Edition
To talk about sports, you can't do without a powerful "heart"-Cruze's 1.8L engine, with the maximum power 105kw and the maximum torque 177NM, which stands proudly among peers. The application of DVVT intelligent variable intake and exhaust valve technology and VIM variable intake manifold system makes the engine achieve a balance between power and economy. Avant-garde design, fashionable appearance and high-tech interior are Cruze's magic weapons to attract young customers. The price is 148900.
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