According to the latest sales data released by General Motors China, in April, GM and joint ventures sold 273,000 units in China, down 1.9% year-on-year. Among them, the well-received Chevrolet retail sales were 32,000 units, down 9.6% year-on-year.
In fact, since the adjustment period last year, Chevrolet, which was highly anticipated by SAIC-GM, has seen its market performance rebound this year, but it has not fully met expectations. This year is the key year for Chevrolet's plan to turn around, including new Cruze, Kovaz, brand new cool, and new products such as explorers. The explorers are the strategic models launched in early April this year.
“After Chevrolet’s structural adjustment, Chevrolet’s sales growth is expected to be faster than the entire industry this year, and the latter is expected to grow by 3% to 5% throughout the year.†Recently, GM’s global executive vice president, GM North America and Chevrolet Global President Alan Batey pointed out in an interview with the Daily Economic News.
From this point of view, Chevrolet needs to enter the fast-growing lane from the second half of this year, otherwise it will be difficult to complete the sales target.
Exploring the force
At the Shanghai Auto Show held last month, SAIC GM's resources still tend to be in a difficult situation: Chevrolet's lineup is the top three brands, reaching 20 models. Among them are the new concept car debuted - CHEVROLET FNR-X, the new Traverse Redline special edition, and the sixth generation Comalo SS, intermediate SUV explorer and pickup truck type Sorode.
According to GM China's data, in April, Chevrolet's Mai Rui Bao family sales increased by 32% year-on-year; the intermediate car Kovaz sold nearly 10,000 units, accounting for 30% of Chevrolet's total sales. In addition, the Chevrolet new mid-size SUV explorers listed on April 7th, the growth momentum is obvious.
It is understood that as of the end of April, the wholesale sales of explorers have reached 5,693.
"The explorer has been very successful in other markets, and the cumulative global sales have exceeded 2 million. As a global model of Chevrolet, the explorer is also the first model in China to be equipped with the new 9-speed automatic transmission of GM. ."
“Although the growth is good, it has not yet reached our stated goal.†A Chevrolet dealer said in an interview with the “Daily Economic News†that with his single store target, for example, 45 vehicles will be sold in April. However, the final result was 36 vehicles. In the eyes of Chevrolet dealers and SAIC GM, the explorer is a must-have model.
Chevrolet "transformation"
"The competition in the SUV market is too fierce, and the product strength of the explorers is sufficient, but the brand power is still in short supply." The Chevrolet dealers told reporters that at present, the main sales contribution of the explorers comes from the 1.5T version.
Not only that, in terms of sales in the first quarter, Kowaltz, which was listed in September last year, sold nearly three times more than the new Cruze, and Chevrolet’s sales have shifted to lower-position Kowaltz products.
This shows that Chevrolet's brand power does not have a dominant position in the mainstream joint venture camp. Chevrolet, which started in Sail and Cruze in China, is not clearly positioned in the eyes of most consumers.
At the same time, the self-owned brand has begun to move upwards, and Chevrolet will be further under pressure. According to data from the Association, Chevrolet’s cumulative sales in 2015 were 637,000 units, down 17% year-on-year. Last year, Chevrolet’s sales fell further 15% to 539,000 units.
In the face of pressure, Chevrolet is constantly seeking "transformation."
“In the past two years, we are undergoing a transformation of the entire brand. We believe that the key to shaping Chevrolet’s success in the United States in China is the product.†Beyalen told the Daily Economic News reporter, first at the product level, From the release of Mai Rui Bao XL in February last year, to the new Cruze, Kovaz, new cool, and then to the Cruze hatchback, Comalo and explorers listed this year, Chevrolet's entire product line has undergone a great upgrade. . Chevrolet plans to launch 20 new and redesigned models in China by 2020, of which SUVs account for about 30%, and new models launched in China for the first time account for about 50%.
“We hope to build our brand image through a series of brand cooperation and sponsorship platforms, and stimulate consumer resonance from the perceptual level.†Beyalen said that together with Manchester United Football Club and Disney, will make full use of global cooperation resources to build brand awareness.
“In the past two years, the decline in Chevrolet brand sales in China has been caused by a combination of major product upgrades and market changes. As our series of highly competitive products are launched, it is expected that Chevrolet’s sales growth this year will be faster than the entire industry. The latter's annual growth rate is expected to be 3% to 5%." Beyalen further pointed out.
According to Beyalen's prediction of the 3%~5% increase in China's auto market this year, Chevrolet must achieve at least 6% to 10% growth. From the current situation of Chevrolet, it will still face greater challenges.
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