Table of Contents
Executive Summary
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- Analysis on the market conditions: more regulations on sub-categories relieve the concern of car buyers
- Ease purchase and road restrictions to drive environment-oriented upgrade purchases
- Speed up the establishment of NEV safety standards
- Encourage circulation of second-hand cars and drive car upgrade purchases
- Vehicle inspection signs go digital nationwide
Sales volume overview
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- Sales rebound in Q2 2020 highlighted by a post-Covid surge in May
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- Figure 1: Overall sales volume of new passenger cars, Jan - Jun 2020, 2020 vs 2019
- Figure 2: Overall sales and the production volumes of new passenger cars, Jan - Jun 2020
- The market share of sedans and SUVs stabilise while MPVs are gaining share
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- Figure 3: Sales share of new passenger cars, by car model, Jan - Jun 2020
- A polarising trend: luxury sedans and joint venture sedans of the RMB 100,000 tier took the lead in sales rebound
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- Figure 4: Top 15 best-selling sedans, Jan - May 2020
- Japanese brands continued to take half of the seats of the top 10 best-selling SUVs
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- Figure 5: Top 15 best- SUV, Jan - May 2020
- NEVs sales rebounded but may lack long-term potential
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- Figure 6: Sales volume of new passenger cars, Jan - Jun 2020
Interpreting brand performances
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- Luxury car sales recover quickly, showing great resilience
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- Figure 7: Sales volume of luxury cars, Jan - May 2020
- Mercedes-Benz suffered a plunge in market share while Audi made its way back to the top
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- Figure 8: market share of luxury car brands, Q1 vs April - May 2020, by market share in April and May 2020
- Figure 9: sales volume of all Audi models, Q1 vs April and May 2020
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- Figure 10: sales volume of all Mercedes-Benz models, Q1 vs April and May 2020
- Figure 11: sales volume of all Cadillac models, Q1 vs April and May 2020
Market share of domestic auto brands shrinks
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- Figure 12: Sales share of new passenger cars, by country, Jan 2020 - May 2020
- Leading domestic brands in Q2 plunged, while joint venture brands rose steadily
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- Figure 13: Market share of auto brands, Jan 2020 - May 2020, ranking by the brand market shares in April & May 2020
- Volkswagen SUV models stepping up their efforts to maintain the largest market share
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- Figure 14: Sales volume of all Volkswagen models, Q1 2020 - April & May 2020
- All Honda car models see increasing sales with its market share catching up to Toyota
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- Figure 15: Sales volume of all Honda models, Q1 2020 - April & May 2020
- Buick launched substantial discounts to drive the sales in Q2
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- Figure 16: Sales volume of all Buick models, Q1 2020 - April & May 2020
- Tesla Model 3 enjoys significant advantages in sales, while Chery eQ and ORA take new approaches
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- Figure 17: Top 10 best-selling BEVs, ranking by sales volume in April & May 2020
- Figure 18: Chery eQ and ORA R1
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- Figure 19: Top 10 bestselling PHEVs, ranking by sales volume in April & May 2020
- Expert interview columns: direct retailing and dealer modes have their own strength and will not be replaced by each other in near future
- The challenge of direct retailing: great pressure on cash flow
- The strength of direct retailing: the end customer experience is under control
- Development trends in future: separate showcases for sales from aftersales service for cost optimisation
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Marketing Campaigns
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- Social distancing themed logos
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- Figure 20: The COVID-19 edition logos of Mercedes Benz, Volkswagen, Hyundai and Audi
- Audi invited multiple celebrity spokespersons for its live streaming marketing campaigns
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- Figure 21: Audi A4L online product launch
- Figure 22: Tag promotion - #Brand new A4L, be a stronger self
- Volvo featured employees in advertisement to show they care
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- Figure 23: Volvo 93rd anniversary commercial
- Cadillac establishes the connection between “rear wheel drive” and “luxury” through relevant scenes
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- Figure 24: No rear drive, not luxury
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- Figure 25: Golden Rules from the Second-time Experience
- From masks to river snails rice noodles: Wuling Hongguang marketing campaigns go with the tide
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- Figure 26: Wuling’s marketing campaigns follow the ride
- Understand car retailing based on consumer data: find the perfect balance between online and offline channels
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- Figure27: Acceptance of online car purchase, March 2020
Technological innovation
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- BMW introduced electronic car keys and car features subscription
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- Figure 28: BMW electronic car key
- Solar power car roofs
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- Figure 29: Model 3 with a solar charging board
- JD and SAIC Volkswagen are collaborating to develop smart home built-in systems
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- Figure 30: JD MicroConnect
Appendix – Market Size
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- Figure 31: Total sales volume of new passenger cars,China,Jan 2020-Jun 2020
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Appendix – Market Segmentation
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- Figure 32: Total sales volume of new passenger cars,China, Jan 2020 - Jun 2020
- Figure 33: Total sales volume of PHEVs,China, Jan 2020 - Jun 2020
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Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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