· Japanese car launched a new offensive to seize the small car policy dividend

Since the beginning of this year, in the case that the German, Korean and legal systems have a certain decline in the market share of passenger cars in China, the sales volume of Japanese car companies has shown an upward trend, becoming the fastest growing foreign brand camp]

The 1.5-L and below small-disbursement purchase tax halving policy will expire at the end of this year. As a beneficiary of this policy, Japanese car companies are launching a new round of offensives, on the one hand to seize the tail of the policy dividend this year, and on the other hand to advance the car market next year.

On the evening of September 28th, the Japanese camp launched three new models, among which FAW Toyota released the new Corolla and the new Vios. The biggest change of the new Corolla is the launch of the new 1.2T engine. It is expected to replace the Corolla 1.6L model as the main sales force in the future, and the new Vios The appearance and interior were family-adjusted and the CVT transmission was replaced. Jiang Jun, general manager of FAW Toyota, said that now, during the critical period of FAW Toyota's three-year reform, the company will continue to strengthen the small car strategy, the younger strategy and the North China strategy.

On the same day, Honda launched the first hybrid Hyundai Accord in China, which will compete with Toyota, which was previously the only one in the Huayou hybrid market. Zheng Heng, executive vice president of Guangzhou Automobile Honda, said that the new Accord sharp mix is ​​the master of Honda's FUNTEC technology and will further consolidate the Accord brand's position in the middle and high-end market. In the future, more Honda and Acura brand hybrid models will continue to be introduced, and hybrid power will be used as another technology-driven engine to establish Guangqi Honda's leading position in the new energy field.

Since the beginning of this year, the overall strength of Japanese automakers has rebounded in China. In the case of the German, Korean and legal systems in the Chinese passenger vehicle market declined from January to August, the sales volume of Japanese automakers showed an upward trend. The fastest growing foreign brand camp. Six major automakers such as Toyota, Nissan, Honda, Mazda, Suzuki and Mitsubishi Motors sold 2.65 million vehicles in the first eight months of the Chinese market, up 10% year-on-year. Even if the Japanese sales in the next four months remain the same as in the same period in 2015, the sales for the whole year of 2016 will exceed 200,000 units last year.

In particular, Nissan, Toyota and Honda, the top three Japanese companies, have taken advantage of the two major sectors of SUVs and small cars in advance, and this year in China's auto market. A few years ago, Chinese consumers were keen on cars and medium and large cars under the European and American brands. However, Chinese consumers have turned to SUVs in recent years. In addition, the State Council introduced a 1.5-liter and below small-displacement purchase tax halving policy in September 2015 to promote small-displacement car consumption, which allows Japanese cars with small cars and compact cars to fully enjoy the Chinese policy dividend. .

In the first eight months of this year, Toyota's cumulative retail sales in China was 786,000 units, up 12% year-on-year. Among them, FAW Toyota sold 429,000 units in China, up 14% year-on-year. Benefiting from the policy of reducing the purchase tax for small-displacement vehicles, Corolla maintained a strong growth. Nearly half of FAW Toyota's sales accounted for half of the sales volume. In the first eight months of this year, it sold the Japanese car brand in China with a sales volume of 204,000 units. With the launch of the new 1.2T turbocharged car Corolla and the launch of the small car Vios, FAW Toyota is accelerating the seizure of the small car market, and is actively reducing the fuel consumption value to cope with the increasing fuel consumption limit of the Chinese threshold.

Honda's cumulative retail sales of domestically produced vehicles in China from January to August this year surged 22.7% year-on-year to 751,000 units. Its compact SUV CR-V and small SUV models XR-V and Binzhi are the main drivers of growth. In terms of cars, the Guangzhou Automobile Honda Small Car Fit and the 1.5T New Civic that Dongfeng Honda went public in April this year, all maintained rapid growth under the boost of the small car purchase tax halving policy. In the face of China's accelerated energy-saving and emission reduction, Honda began to introduce new hybrid technologies.

Nissan, which has been the champion of Japanese car sales for many years in the market, has been accelerating the rejuvenation and the launch of new cars in the face of Toyota and Honda. Nissan's retail sales in China in August climbed 16.6% year-on-year, which was higher than the same period last year for six consecutive months. As the main force of Nissan in China, Dongfeng Nissan sold 669,000 units in January-August this year, up 9% year-on-year. Among them, the Sylphy as the main target of the company's small car tax reduction in China, sales increased by 24% to 3.1. Ten thousand vehicles have driven the growth of overall sales. From January to August this year, Xuanyi sold 200,000 units, which is second only to Corolla in Japan. In addition, Dongfeng Nissan SUV Qijun and hackers remain selling. The company is launching a new round of new car offensive, and only its Qichen brand launched three new SUVs during the year.

Dongfeng Nissan Yan Hongbin recently said in an interview with the "First Financial Daily" reporter that after the half-disbursement of the small-displacement vehicle purchase tax expires at the end of this year, whether the continuation of next year is still unknown, the company is paying attention to the progress and will take corresponding measures.

"This year's car sales are not weak in the off-season. Sales in July and August are good. Sales in September exceeded expectations. It is expected that the target of 1.08 million vehicles this year will be no problem. We are consciously controlling the pace so as not to overshoot, and overdraft sales next year. "Yan Hongbin said. Recently, Dongfeng Nissan Advanced Engineering Technology Center has been completed, and the center will provide strong support for more than 5 new models and more than 2 new models in the future.

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