Sales fell collectively in May, is it true that Japanese cars will not be able to roll up in the Chinese market?

Mars says the car

2024-06-26 10:04Posted in Guangdong automotive creators

For an auto company, the number of sales is its foundation in the market, and when your sales are declining, it is useless to say that you can defend yourself more. In May 2024, Japanese car companies collectively delivered a poor result, Dongfeng Nissan (including Nissan, Venucia and Infiniti brands) sold 61,000 vehicles, down 1.7% year-on-year; Honda's sales in China were 66,000 units, down 34.7% year-on-year. Toyota's sales in China were 124,000 units, down 15.8% year-on-year.

Although it seems that Nissan has the smallest decline among the top three Japanese manufacturers, in fact, it is the earliest phenomenon of Nissan's sales decline, and it has been a year-on-year decline in sales for five consecutive years, with sales of only 790,000 units in 2023, a year-on-year decline of 16%. Honda and Toyota began to show signs of declining sales last year, and this year it is getting more and more intense, and Honda's sales can fall by more than three percent, which is really unimaginable three years ago.

In terms of sales of a single model, more and more Japanese models have retreated from the list of monthly sales of more than 10,000, according to the sales data of Japanese models released by Yiauto.com in May, only Sylphy, Fenglander, Rongfang, CR-V, Ruifang, Accord, Veranda and other 7 models have achieved sales of more than 10,000, and the highest Sylphy sales are only 28228 units, which is far from the sales of its highlight moment.

Nissan Motor recently announced that it will close its passenger car plant in Changzhou, Jiangsu, which will only be put into operation in 2020, and the production time is only 4 years. One of Nissan's factories in Wuhan has been leased to Dongfeng VOYAH for production, and the plant's capacity utilization rate was only 19% before the lease.

Guangqi Honda, which has always been known for its generous salary, had to start the road of layoffs after a sharp decline in sales, and the first batch of layoffs was as high as 2,300 people, and it is possible to continue to lay off employees in the future. Although Toyota's life is still passable, the roadside news agency said that GAC Toyota is also planning layoffs.

Under the torrent of the times, the good days of Japanese cars are gone. According to statistics, the sales volume of the top three Japanese manufacturers in May was only 251,000 units, a year-on-year decrease of 25%, and the market share was only 14.8%, a new low in ten years. Moreover, there is no end in sight to this downward trend for a while.

The most critical of this may be that Japanese cars have not kept up with the pace of China's new energy vehicle development, and have been beaten by domestic new energy vehicles. Due to the fact that Japanese cars are too fragrant in the fuel vehicle market, the transformation has been slow, and they have not been able to catch up with domestic brands in the core technology of new energy. Toyota's verification code electric car was ridiculed by the group, Honda's e:NS1 is to change from oil to electricity, and Nissan's highly-anticipated pure electric model ARIYA has only three-digit monthly sales, with cumulative sales of only 1,445 units from January to May this year. Although they are all talking about actively transforming new energy, judging from their actions, they are still too slow.

In order to save sales, Corolla has been sold at an unprecedented price of 79,800, and Sylphy Classic can be purchased for more than 60,000 yuan, which was placed two years ago, which was an unimaginable price. However, if Japanese cars want to reverse the decline, they must increase investment in the field of new energy vehicles, optimize the supply chain, and continue to improve the cost performance of products. Now that Japanese cars have fallen off the altar, it's time to face yourself.

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