2020
0
Auto Market Beat – Q4 – China – December 2020
2021-03-20T03:04:45+00:00
OX994816
3695
135727
[{"name":"Automotive","url":"https:\/\/store.mintel.com\/industries\/transport\/automotive"}]
Report
en_GB
“The sales volume showed growth of over 8% in Q4 2020 compared to Q4 2019. The year-end rise effect was truly significant. The sales volume of passenger cars in 2020…

Auto Market Beat – Q4 – China – December 2020

£ 3,695 (Excl.Tax)

Report Summary

“The sales volume showed growth of over 8% in Q4 2020 compared to Q4 2019. The year-end rise effect was truly significant. The sales volume of passenger cars in 2020 experienced a smaller decline than 2019, as the rigid demand for car usage and the recovery of consumer confidence in the post-COVID-19 era became the major factor. It’s expected that the YOY growth changes to be positive in 2021. In terms of marketing, auto brands are endeavouring and exploring with diversity around the youthful strategy, the enhancement of social brand experience and the collaboration with e-commerce sectors. What auto brands need to focus on is how to better understand consumer needs and to educate consumers with their own advantages such as brand culture and performance.”
– Austin Yuan, Research analyst

This Report covers the following areas:

  • Favourable policies and consumption upgrade slowed the decline of sales volume of passenger cars
  • Total sales volume of new passenger cars will maintain steady growth in next five years
  • Macro-economy and recovery of exports market brought the rapid growth of the sales of passenger cars in Q4
  • Auto brands focused on price reduction strategies to increase the overall sales volume in Q4 during the peak season
  • With all car models remaining steady market shares from Q1 to Q4, SUVs overtook sedans
  • Fiercer competition in SUV market while top 15 new car models growing rapidly
  • The strategy of reducing prices for more sales facilitated Volkswagen Bora to achieve the best sales in history
  • Favourable policies and strong market demand boost the rapid growth of sales volume of new energy cars

Table of Contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Excluded
        • Executive Summary

            • Sales volume overview
              • Favourable policies and consumption upgrade slowed the decline of sales volume of passenger cars
                • 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
                • 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
                • 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
                • 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
                • 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
                • 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
                • 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
                • Figure 8: Sales volume of new passenger cars, January-November 2020
            • Interpreting brand performances

              • Influenced by the supply-demand relationship, the sales volume of luxury cars saw a month-on-month decrease in Q4
                • Figure 9: Sales volume of luxury cars, January-October 2020
              • New car models brought rapid growth to Audi and Cadillac
                • 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
                • 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
                • 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
                • 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
                • 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
                • 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
                • 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
                • 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
                • 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
                • Figure 19: Top 10 best-selling BEVs, ranking by sales volume in September and October 2020
              • Steady sales performance in PHEV market in Q4
                • 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

                • Mercedes-Benz art concept car models embrace strong personal styles to interpret new luxury
                  • Figure 21: Mercedes-Benz art concept car with purely white car body
                • My BMW App brings social brand experience
                  • Figure 22: My BMW App integrates online and offline interactions
                • Audi rejuvenation strategy: co-branding with emerging idols and collaboration with e-sports
                  • 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
                  • Figure 25: User experience of Audi RS raceway
                  • Figure 26: New Audi Art Museum
                • Porsche 911 exclusive limited-edition package launched via Tmall Box
                  • Figure 27: Porsche package launched on the Tmall flagship store
                • Cadillac dug into cross-category collaboration with culture and art sectors
                  • Figure 28: the audio-visual drama Anna brought ultra-experience
                • Discussion: only four in ten consumers managed to purchase cars within their original budget
                  • Figure 29: Car purchasing process, December 2020
              • Technological Innovation

                • Mercedes-Benz cooperated with Bosch to provide the in-car control of smart home devices
                  • Figure 30: Bosch Smart Home and Mercedes-Benz S-class
                • Systems with synchronised windows by Apple allows colour customisation to protect privacy
                  • Figure 31: Car window tinting system developed by Apple
                • Tesla side-view mirror automatically folds to improve driving safety
                  • Figure 32: Auto-folding side-view mirrors on Tesla FSD beta
                • Sliding steering wheel by Volvo to further free-up space
                  • Figure 33: Volvo sliding steering wheel
              • Appendix – Market Size and Forecast

                  • Figure 34: Total sales volume of new passenger cars, China, September-November 2020
              • Appendix – Market Segmentation

                  • Figure 35: Total sales volume of new passenger cars, China, September-November 2020
                  • Figure 36: Total sales volume of PHEVs,China, September-November 2020
              • Appendix – Methodology and Abbreviations

                • Methodology
                  • Abbreviations

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