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Chinese carmakers slash sales targets

2020-3-23 12:15

GAC showcases its Aion LX model in Shenzhen, Guangdong province last July.[Photo/China Daily]

 

Auto industry hit hard in extraordinary crisis

 

Chinese carmakers have lowered their sales targets for 2020 and are reducing costs, as the already depressed market has been further affected by the novel coronavirus outbreak.

 

Great Wall Motors, one of the top SUV makers in China, cut its sales target by 8 percent early this month. The carmaker now aims to sell 1.02 million units in 2020, down from a previous target of 1.11 million.

 

Great Wall also lowered its target for net profit by around 14 percent to 4.05 billion yuan ($570.8 million) from 4.7 billion yuan. The carmaker didn't change its sales and profit target for 2021 and 2022.

 

Wei Jianjun, chairman of the carmaker, said it is sensitive for a listed company to cut its sales target in this period, but he is also optimistic. The carmaker still ranks top among Chinese brands in term of sales.

 

Great Wall sold 1.06 million cars last year. In the first two months, it sold 90,284 units, down 50 percent from a year earlier. Production and sales slumped 85.44 percent and 85.48 percent respectively last month.

 

Another Chinese carmaker, GAC Group, narrowed sales growth target for 2020 from 8 percent to 3 percent on March 16.

 

GAC Chairman Zeng Qinghong said that because of the novel coronavirus outbreak, production stagnated last month.

 

Its production fell 82.67 percent to 17,300 units with the sales down 81.08 percent to 19,300.

 

Zeng stressed that GAC will not cut pay but adopt other cost control measures, including reducing administrative costs, travel, accommodation and transportation costs.

 

Production has returned to 60 percent of its capacity currently. Zeng said GAC has around 180 dealers in Hubei province, the epicenter of the novel coronavirus outbreak in China. With that being the case, it has been hard for them to totally reopen in the short term.

 

The carmaker said they will work overtime to promote production to make up for the drop in capacity.

 

The group has 2,546 suppliers and 2,562 dealers in total, most of which are small and medium-sized enterprises.

 

During the outbreak, those dealers were placed under severe economic pressure, bearing labor costs and rent without any income.

 

To avoid breaking capital chains for dealers, GAC canceled February target assessments and provided subsidies for new dealers.

 

Some other carmakers also released policies to reduce pressure on dealers, including Volkswagen, Ford, Jaguar Land Rover and Hyundai canceling first quarter sales assessments.

 

Due to the coronavirus outbreak keeping people away from showrooms, carmakers have launched online marketing using virtual-reality and online purchases, allowing customers to browse digital showrooms and check vehicle information.

 

Carmakers SAIC Maxus, Weltmeister, Nio and JMC have reduced staff pay to lessen the impact on the companies during this period.

 

Cui Dongshu, secretary-general of the China Passenger Car Association, said whether pay adjustment or a target reduction, there are ways to cut costs to ensure normal operation during this unique period.

 

He said the key to relieve the pressure on auto companies is to boost consumption and promote car sales.

 

Manufacturers need to broaden consumption channels and strengthen contact with consumers so that orders can be converted into sales.

 

According to the China Association of Automobile Manufacturers, vehicle sales in February slumped 79 percent from the same month in 2019 to 310,000.

 

In the first two months, vehicles sales totaled 2.24 million, down 42 percent year-on-year.

 

A total of 285,000 vehicles rolled off assembly lines in February, plunging almost 80 percent year-on-year.

 

Meanwhile, SAIC Volkswagen sold around 10,000 units, a decline of 91 percent year-on-year.

 

BYD's sales fell 79.5 percent year-on-year to 5,501 units. And Mazda saw a drop of 79 percent to 2,430 units.

 

The CPCA has scaled down its estimate for vehicle sales this year, predicting a fall of 8 percent from 2019 earlier this month.

 

The association forecast that production and logistics will resume normal operation and consumer demand will be unleashed in April if the novel coronavirus outbreak is firmly under control.

 

The CAPA estimates sales in the first quarter will be around 2.99 million vehicles.

 

广汽去年7月在广东省深圳市展示了其“永恒LX”(Aion LX)车型。【图片/中国日报】


汽车业在这场非同寻常的危机中遭受重创


中国汽车制造商下调了2020年的销售目标,并在削减成本,因为本已低迷的市场受到新型冠状病毒爆发的进一步影响。


本月初,中国最大的SUV制造商之一长城汽车(Great Wall Motors)将销售目标下调了8%。这家汽车制造商现在的目标是在2020年销售102万辆,低于之前110万辆的目标。


长城汽车还将净利润目标从人民币47亿元下调约14%,至40.5亿元(合5.708亿美元)。这家汽车制造商没有改变2021年和2022年的销售和利润目标。


大众汽车董事长魏建军表示,上市公司在此期间下调销售目标是敏感的,但他也持乐观态度。这家汽车制造商的销量仍居中国品牌之首。


长城去年售出106万辆汽车。在头两个月里,它卖出了90284台,比去年同期下降了50%。上个月的生产和销售分别下降了85.44%和85.48%。


另一家中国汽车制造商广汽集团于3月16日将2020年的销售增长目标从8%下调至3%。


广汽董事长曾庆红表示,由于新型冠状病毒的爆发,上个月生产停滞。


其产量下降了82.67%至17300台,销量下降了81.08%至19300台。


曾强调,广汽不会减薪,但会采取其他成本控制措施,包括降低行政成本、差旅费、住宿费和交通费。


产量已经恢复到目前产能的60%。曾说广汽集团在中国新型冠状病毒爆发的中心湖北省有大约180个经销商。在这种情况下,它们很难在短期内完全重新开业。


这家汽车制造商表示,他们将加班加点推动生产,以弥补产能下降的影响。


集团现有供应商2546家,经销商2562家,其中大部分为中小企业。


在爆发期间,这些商人承受着严重的经济压力,承担着劳动力成本和租金,却没有任何收入。


为避免打破经销商的资金链,广汽取消了2月份的指标考核,并为新经销商提供补贴。


其它一些汽车制造商也发布了政策,以减轻经销商的压力,其中包括大众(Volkswagen)、福特(Ford)、捷豹路虎(Jaguar Land Rover)和现代(Hyundai),它们取消了第一季度的销售评估。


由于冠状病毒的爆发让人们远离了汽车展厅,汽车制造商们已经开始使用虚拟现实和在线购物进行在线营销,让消费者能够浏览数字展厅并检查车辆信息。


上汽通用五菱(SAIC Maxus)、Weltmeister、Nio和江铃汽车(JMC)已在此期间降低了员工工资,以减轻对这些公司的影响。


中国乘用车协会秘书长崔东树表示,无论是工资调整还是目标削减,都有办法降低成本,以确保在这一特殊时期的正常运营。


他说,缓解汽车公司压力的关键是刺激消费和促进汽车销售。


制造商需要拓宽消费渠道,加强与消费者的联系,使订单转化为销售。


根据中国汽车工业协会的数据,2月份汽车销量同比下降79%,至31万辆。


今年前两个月,汽车销售总量为224万辆,同比下降42%。


今年2月,共有28.5万辆汽车下线,同比下降近80%。


与此同时,上汽大众的销量约为1万辆,同比下降91%。


比亚迪的销量同比下降79.5%,至5501辆。马自达销量下降79%,至2430辆。


CPCA已经下调了对今年汽车销售的预期,预计从这个月早些时候到2019年将下降8%。


该协会预测,如果新型冠状病毒疫情得到有效控制,生产和物流将恢复正常,消费者需求将在4月份得到释放。


CAPA估计第一季度的销量将在299万辆左右。

 

原作者: Cao Desheng 来自: china daily