Table of Contents
Executive Summary
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- Sales volume overview
- Favourable policies and consumption upgrade slowed the decline of sales volume of passenger cars
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- Figure 1: Forecast for overall sales of new passenger cars, 2020
- Total sales volume of new passenger cars will maintain steady growth in next five years
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- Figure 2: Overall sales and forecast of new passenger cars, 2015-25
- Macro-economy and recovery of exports market brought the rapid growth of the sales of passenger cars in Q4
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- Figure 3: Overall sales volume of new passenger cars, January-November 2020, 2020 vs 2019
- Auto brands focused on price reduction strategies to increase the overall sales volume in Q4 during the peak season
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- Figure 4: Overall sales and the production volumes of new passenger cars, January-November 2020
- With all car models remaining steady market shares from Q1 to Q4, SUVs overtook sedans
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- Figure 5: Sales share of new passenger cars, by car model, January-November 2020
- Fiercer competition in SUV market while top 15 new car models growing rapidly
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- Figure 6: Top 15 best-selling SUVs, July-October 2020
- The strategy of reducing prices for more sales facilitated Volkswagen Bora to achieve the best sales in history
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- Figure 7: Top 15 best-selling sedans, July-October 2020
- Favourable policies and strong market demand boost the rapid growth of sales volume of new energy cars
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- Figure 8: Sales volume of new passenger cars, January-November 2020
Interpreting brand performances
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- Influenced by the supply-demand relationship, the sales volume of luxury cars saw a month-on-month decrease in Q4
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- Figure 9: Sales volume of luxury cars, January-October 2020
- New car models brought rapid growth to Audi and Cadillac
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- Figure 10: Market share of luxury auto brands, July-October 2020, ranking by the brand market shares in September and October
- Audi introduced modified or upgraded models, driving the increase in sales volume
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- Figure 11: Sales volume of all Audi models, July-October 2020, ranking by the brand market shares in September and October
- BMW 5 Series experienced decline in sales volume due to appearance, driving down the overall sales
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- Figure 12: Sales volume of all BMW models, July-October 2020, ranking by the brand market shares in September and October 2020
- New car models launched along with the inspection-free policy boosted the roaring sales volume of Cadillac
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- Figure 13: Sales volume of all Cadillac models, July-October 2020, ranking by the brand market shares in September and October
- The share of German, Japanese and American brands declined in Q4 while self-owned brands rose significantly
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- Figure 14: Sales share of new passenger cars, by country, January-November 2020
- Toyota impacted by vehicle recall in Q4, experiencing decline in sales volume; diversified portfolio of new energy cars drove rise in domestic brands’ sales volume
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- Figure 15: Market share of all brands, July-October 2020, ranking by the brand market shares in September and October 2020
- Toyota experienced subdued growth in sales volume due to the impact of recalling sold cars
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- Figure 16: Sales volume of all Toyota models, July-October 2020, ranking by the brand market shares in September and October
- Price reduction strategies drove the sales volume of Volkswagen
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- Figure 17: Sales volume of all Volkswagen models, July-October 2020, ranking by the brand market shares in September and October
- New and modified car models boost the roaring sales volume of Haval
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- Figure 18: Sales volume of all Volkswagen models, July-October 2020, ranking by the brand market shares in September and October
- Enhanced product power drove the sales volume of domestic high-end BEVs, and highly popular demand boosted the growth of micro-BEVs
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- Figure 19: Top 10 best-selling BEVs, ranking by sales volume in September and October 2020
- Steady sales performance in PHEV market in Q4
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- Figure 20: Top 10 best-selling PHEVs, ranking by sales volume in September and October 2020
- Discussion: the rising second-hand car market where second-hand new energy cars are unavoidable
Marketing Campaigns
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- Mercedes-Benz art concept car models embrace strong personal styles to interpret new luxury
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- Figure 21: Mercedes-Benz art concept car with purely white car body
- My BMW App brings social brand experience
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- Figure 22: My BMW App integrates online and offline interactions
- Audi rejuvenation strategy: co-branding with emerging idols and collaboration with e-sports
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- Figure 23: Audi co-branding with Yibo Wang
- Figure 24: Audi supports 2020 League of Legends Pro League World Championship
- Audi collaborated with a popular landmark
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- Figure 25: User experience of Audi RS raceway
- Figure 26: New Audi Art Museum
- Porsche 911 exclusive limited-edition package launched via Tmall Box
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- Figure 27: Porsche package launched on the Tmall flagship store
- Cadillac dug into cross-category collaboration with culture and art sectors
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- Figure 28: the audio-visual drama Anna brought ultra-experience
- Discussion: only four in ten consumers managed to purchase cars within their original budget
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- Figure 29: Car purchasing process, December 2020
Technological Innovation
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- Mercedes-Benz cooperated with Bosch to provide the in-car control of smart home devices
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- Figure 30: Bosch Smart Home and Mercedes-Benz S-class
- Systems with synchronised windows by Apple allows colour customisation to protect privacy
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- Figure 31: Car window tinting system developed by Apple
- Tesla side-view mirror automatically folds to improve driving safety
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- Figure 32: Auto-folding side-view mirrors on Tesla FSD beta
- Sliding steering wheel by Volvo to further free-up space
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- Figure 33: Volvo sliding steering wheel
Appendix – Market Size and Forecast
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- Figure 34: Total sales volume of new passenger cars, China, September-November 2020
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Appendix – Market Segmentation
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- Figure 35: Total sales volume of new passenger cars, China, September-November 2020
- Figure 36: Total sales volume of PHEVs,China, September-November 2020
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Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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