Auto Market Beat - Q1 - China - March 2020

Auto Market Beat - Q1 - China - March 2020

  • Mintel
  • March 2020
  • Automotive
  • 0 pages

Report Description

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With the rough start and overall sales being impacted by the outbreak in the first quarter of 2020, how to show an outstanding performance in the following quarters becomes a common question for brands. From the perspective of product development, Toyota, BMW and Mercedes-Benz gained positive growth against an overall drop, by consistently launching variants together with their marketing strategies of interacting with consumers.

When it comes to marketing channels, traditional offline marketing models were impacted significantly since the outbreak, which boosts the share of online marketing that initially has grown along with the penetration and impact of social network. Brands should actively maintain and further engage with users in the immediate interactive formats such as live streaming by enhancing their collaboration with auto KOLs at different stages of marketing process

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OVERVIEW
What you need to know
Covered in this Report
Excluded
EXECUTIVE SUMMARY
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
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
Figure 2: Latest new energy passenger car subsidy policy, 2018 vs 2019
Figure 3: Energy density multipliers, 2018 vs 2019
SALES VOLUME OVERVIEW
With Chinese New Year approaching, sales volume of passenger cars decreased by 25.8% month-on-month in January
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
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
Figure 6: Top 10 best-selling SUVs, January 2020
Intensified competition in the cost efficiency among saloon cars priced at RMB100,000
Figure 7: Top 10 best-selling sedans, January 2020
Joint venture brands lowering the pricing range led to poor performance of domestic brands
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
Figure 9: Sales volume of new passenger cars, November 2019-January 2020
Luxury cars: stable sales volumes, replacement demands retain
Figure 10: Sales volume of luxury cars, November 2019-January 2020
INTERPRETING BRAND PERFORMANCES
Volkswagen sales volume impacted by the CIRI assessment results
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
Figure 13: Sales volume of all Toyota car models, November 2019-January 2020
Honda gains market share through compact SUV
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
Figure 16: Sales volume of all Hyundai models, November 2019-January 2020
BMW and Volvo saw a significant increase in their PHEV sales
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
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
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
Figure 23: Sales volume of all Cadillac models, November 2019-January 2020
Discussion
The NEV era might dawn in 2023
MARKETING CAMPAIGNS
BMW: a ‘grocery car’ for an ‘instagrammable’ food market
Figure 24: BMW x Sanyuanli market campaign
Accentuate the mistake: Audi’s marketing campaign was phenomenal
Figure 25: Audi's marketing incident
Fiat’s cross-boundary collaboration with Bvlgari and Armani
Figure 26: Fiat 500e designed by Bvlgari and Armani
The new BMW logo accelerates BMW’s brand rejuvenation
Figure 27: New BMW logo
Volkswagen sends fans on a scavenger hunt
Figure 28: The secret Passat showroom for by Volkswagen in Sweden
Live streaming of new model launches in the time of coronavirus
Figure 29: Online product launches of Audi and Porsche
Discussion
How to leverage auto influencers in digital marketing
TECHNOLOGICAL INNOVATION
Investing in autonomous food delivery robots
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
Figure 32: BMW i4
No driving licence required to drive Citroen’s mini BEV in France
Figure 33: Citroen Ami
Customised ride-hailing service
Figure 34: Havn
APPENDIX – MARKET SIZE AND FORECAST
Figure 35: Total sales volume of new passenger cars, China, November 2019-January 2020
APPENDIX – MARKET SEGMENTATION
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
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

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