Recently, Japanese automakers Toyota, Nissan, Honda and Mazda announced their sales data in November 2014. Data show that in November, Nissan, Honda and Mazda all suffered a year-on-year decline, with Nissan and Honda both falling in double digits, at 11.8% and 12.1% respectively. Toyota is the only car company with increased sales, but only slightly increased by 2.6% in November. It is understood that Japanese cars originally expected to have a total sales volume of 4 million vehicles in China in 2014, but only about 80% have been completed so far. According to industry analysts, the main reason for the shrinking of Japanese cars in China is due to technological lag and the breakdown of competing products.
From the perspective of the target and completion rate of each car company, it is necessary to achieve an amazing year-on-year growth in the last month and a record high monthly sales in China. However, according to industry analysts, according to the current sales situation, the Japanese top three sales in January-November totaled 2.653 million units, while Suzuki, Mazda and Mitsubishi accounted for a small share. Japanese cars rushed to 4 million at the beginning of this year. The plan for annual sales is not possible, which has become a fixed number.
Among them, from January to November this year, Toyota sold a total of 907,400 vehicles in China, an increase of 12.2% compared with 809,000 vehicles in the same period last year. According to Toyota's current sales forecast of 907,400 vehicles in the first 11 months, as long as the sales of 92,600 vehicles in December, the annual sales volume will exceed the million mark for the first time. From January to November, Toyota's annual sales target completion rate was 82.5%.
Nissan's new car sales in China showed negative growth for five consecutive months, mainly due to the company's main small car Sunshine and Trent sales continued to slump. From January to November this year, Nissan's cumulative sales in China was 1.1 million units, with a target completion rate of 86.6%. If Nissan wants to complete 1.27 million units in 2014, it will need to reach 160,000 units in December. In the past two years, Nissan has never sold more than 140,000 units in China.
In November, Honda’s new car sales in China fell for the fifth consecutive month. The main reason for the decline in sales was that Honda’s main models, the Accord and CR-V, both lost 20% to 40% year-on-year. Accumulated data from January to November this year, Honda's domestic sales in China was 647,100 units, compared with 655,400 domestically produced vehicles in the same period last year, a slight decrease of 1.4% year-on-year. For the first time since this year, the cumulative sales volume declined; Honda's 646,100 cumulative sales completion rate was in accordance with The old target is only 71.8%, according to the new target of 80.8%.
Mazda performed slightly better. In the first 11 months of 2014, FAW Mazda sold a total of 96,800 vehicles, compared with a sales volume of 107,900 in the same period of 2013, a year-on-year decrease of 10.2%. In the first 11 months, Changan Mazda sold a total of 92,300 units, a year-on-year increase of 67.4%. Based on two channels, Mazda’s domestic sales in China in the first 11 months of this year reached 189,200, an increase of 16.1% year-on-year.
Compared with the target completion rate, Nissan's 86.6% is the highest, followed by Mazda's 86.0%, Toyota's 82.5%, and Honda's only 80.8%. It should be pointed out that both Nissan and Honda have lowered their sales targets in China this year, otherwise the completion rate will be even more bleak. According to the development momentum in recent months, Mazda and Nissan have the highest probability of completing annual sales; Toyota can also hope if it can lower its target, but if it insists on the target, it is basically hopeless; and Honda can't even achieve the new target after the downward adjustment.
The marketing manager of a Guangzhou-based Guangqi Honda 4S store told Zhongxin.com that the Honda’s main model, the Accord, is obviously selling hard this year. This is partly because the mainstream turbocharged and dual-clutch technologies are not currently in the GAC Honda model. On the application, so compared to competing products, consumption is more inclined to some European and American brands. At the same time, European and American car companies that were not interested in small cars in the past are now working in the field of small cars to compete for the third and fourth line markets, which undoubtedly squeezed the Japanese small car market. As a result, the decline of Japanese brand models is inevitable.
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