Table of Contents
Executive Summary
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- Analysis on the market conditions
- COVID-19’s impact on the auto industry in China
- New emission standards drive luxury car brands to clear stock by lowering overall stock
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- Figure 1: Provinces and cities where China VI emission standards have been implemented
- Car purchase tax returned with the 10% rate which dampened consumers’ spending enthusiasm
- Subsidy policies phased out, new energy cars shortlisted in the knockout
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- Figure 2: Latest new energy passenger car subsidy policy, 2018 vs 2019
- Figure 3: Energy density multipliers, 2018 vs 2019
Sales Volume Overview
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- With Chinese New Year approaching, sales volume of passenger cars decreased by 25.8% month-on-month in January
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- Figure 4: Overall sales and production volumes of new passenger cars, November 2019-January 2020
- SUVs getting more popularity may result from increasing travel demand during Chinese New Year
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- Figure 5: Sales share of new passenger cars, by car model, November 2019-January 2020
- Top-selling domestic SUV brands are less concentrated and remain in low-price competition
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- Figure 6: Top 10 best-selling SUVs, January 2020
- Intensified competition in the cost efficiency among saloon cars priced at RMB100,000
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- Figure 7: Top 10 best-selling sedans, January 2020
- Joint venture brands lowering the pricing range led to poor performance of domestic brands
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- Figure 8: the sales share of new passenger cars, by country, November 2019-January 2020
- Hard to meet the mileage requirements for trips during Chinese New Year, BEVs saw a significant decline in the sales volume
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- Figure 9: Sales volume of new passenger cars, November 2019-January 2020
- Luxury cars: stable sales volumes, replacement demands retain
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- Figure 10: Sales volume of luxury cars, November 2019-January 2020
Interpreting Brand Performances
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- Volkswagen sales volume impacted by the CIRI assessment results
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- Figure 11: Market share of auto brands, November 2019-January 2020, ranking by the brand market shares in January 2020
- Figure 12: CIRI front 25% offset crash test results of Volkswagen Passat
- Toyota: car models evolved, market share enlarged
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- Figure 13: Sales volume of all Toyota car models, November 2019-January 2020
- Honda gains market share through compact SUV
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- Figure 14: Sales volume of all Honda models, November 2019-January 2020
- Figure 15: Honda Inspire
- Hyundai saw a big loss of market share in January due to a lack of vitality in product update
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- Figure 16: Sales volume of all Hyundai models, November 2019-January 2020
- BMW and Volvo saw a significant increase in their PHEV sales
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- Figure 17: Top 10 best-selling BEVs, ranking by sales volume in January 2020
- Figure 18: Top 10 PHEVs, by sales volume in January 2020
- Mercedes-Benz, BMW and Cadillac all actively launched model variants and achieved good sales
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- Figure 19: Market share of luxury car brands, by market share in January 2020, November 2019-January 2020
- Figure 20: Sales volume of all Audi models, November 2019-January 2020
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- Figure 21: Sales volume of all Mercedes-Benz models, November 2019-January 2020
- Figure 22: Sales volume of all BMW models, November 2019-January 2020
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- Figure 23: Sales volume of all Cadillac models, November 2019-January 2020
- Discussion
- The NEV era might dawn in 2023
Marketing Campaigns
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- BMW: a ‘grocery car’ for an ‘instagrammable’ food market
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- Figure 24: BMW x Sanyuanli market campaign
- Accentuate the mistake: Audi’s marketing campaign was phenomenal
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- Figure 25: Audi's marketing incident
- Fiat’s cross-boundary collaboration with Bvlgari and Armani
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- Figure 26: Fiat 500e designed by Bvlgari and Armani
- The new BMW logo accelerates BMW’s brand rejuvenation
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- Figure 27: New BMW logo
- Volkswagen sends fans on a scavenger hunt
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- Figure 28: The secret Passat showroom for by Volkswagen in Sweden
- Live streaming of new model launches in the time of coronavirus
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- Figure 29: Online product launches of Audi and Porsche
- Discussion
- How to leverage auto influencers in digital marketing
Technological Innovation
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- Investing in autonomous food delivery robots
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- Figure 30: REV-1
- Figure 31: JD’s autonomous delivery robots
- BMW launches a NEV model with a range of 600 km along with its new logo
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- Figure 32: BMW i4
- No driving licence required to drive Citroen’s mini BEV in France
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- Figure 33: Citroen Ami
- Customised ride-hailing service
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- Figure 34: Havn
Appendix – Market Size and Forecast
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- Figure 35: Total sales volume of new passenger cars, China, November 2019-January 2020
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Appendix – Market Segmentation
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- Figure 36: Total sales volume of new passenger cars,China,November 2019-January 2020
- Figure 37: Total sales volume of PHEVs,China,November 2019-January 2020
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Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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