Japanese car company sales ranking, this one fell by nearly 40%

On December 4, four Japanese brands including Toyota, Honda, Nissan, and Mazda announced their latest monthly sales data. Overall, the performance of the four major Japanese brands in November was mixed. The sales growth of "Liangtian" was more than double-digit. Mazda's two-digit decline was in contrast to "Liangtian", while Nissan achieved a small increase of 5.2%.

According to the latest data released by Toyota, Toyota sold 177,700 vehicles in China in November, a year-on-year increase of 16.7%.

Toyota launched new models or replacement products, including Corolla, Ralink, RAV4 Rongfang, Camry and other markets have performed well, of which Camry sold a total of 2,022 new cars in November, an increase of 23.1% year-on-year. Lexus, a luxury brand under Toyota, sold 20,632 vehicles in China in November, an increase of 6.8% year-on-year. As a purely imported brand, Lexus's performance was still very pleasant.

In the future, Toyota will continue to improve the product camp. At the 2020 Guangzhou Auto Show held last month, Aolan and Lingshang based on the TNGA architecture made their debut, positioning A+ class cars with a wheelbase of 2750mm, matching a 2.0L naturally aspirated engine and CVT gearbox. Officially, Aolan will be listed in the first quarter of next year, and Lingshang will be listed in the first half of next year. After the two new cars are launched, they will fill the gap in the A+ market and broaden the TNGA structure product camp.

In addition, Toyota Sienna and Harrier will be produced locally to further enrich the lineup of models in China. According to media reports, the new-generation Toyota Sienna will be introduced by GAC Toyota and FAW Toyota in 2021.

Honda China released the latest data, showing that the sales of terminals in China in November were 171,300, a year-on-year increase of 22.1%. Honda, which was struggling in the first half of the year, ushered in sustained growth in the second half of the year. In terms of specific models, Honda Accord, Haoying, Civic, CR-V, Binzhi and other models continued to sell well, among which the sales of Accord, Civic and CR-V models exceeded 20,000.

A few months ago, Haoying’s crash results in China Insurance Research Institute were accidentally exposed, which subsequently raised questions about product safety. Judging from the sales volume in recent months, Haoying’s performance has been slightly reduced, but monthly sales are still maintained at more than 10,000 units. I don’t know whether this market performance can be maintained in the future.

With the implementation of the dual-vehicle strategy, Honda will continue to have more domestic models on the market. In the second half of this year, the hatchback version of the Civic and the new Fit are already considered. The new model Honda LIFE will also be launched on December 15. The new car is one of Honda’s two-car strategic models. ", powered by a 1.5L naturally aspirated engine.

In November this year, Nissan Motor sold 156,300 new vehicles in China, an increase of 5.2% year-on-year. Among them, Dongfeng Nissan’s sales volume was 126,600 vehicles, a year-on-year increase of 10.3%. Compared with Toyota and Honda, Nissan’s overall performance in China is not so impressive. However, as far as the joint venture is concerned, Dongfeng Nissan’s sales are much higher than those of FAW Toyota and Dongfeng Honda .

Nissan mainly relies on the four models of Sylphy, Teana, Qashqai and Qijun. According to the data, Sylphy sold 65,098 units (a year-on-year increase of 23.3%), Teana sales of 13,643 units (a year-on-year increase of 32.1%), Qijun and Qashqai were 17,932 and 17,263 respectively.

Although Dongfeng Nissan's sales are booming, there are many hidden worries behind it. From the perspective of vehicle models, Dongfeng Nissan mainly relies on Sylphy's volume, and its position in the sedan field is almost impossible to shake. However, the new and old Sylphy 1.6L+CVT gearbox powertrains are relatively single. With German and Japanese and independent brands increasing product competitiveness, such product competitiveness faces greater risks. Once it falls out of favor, Dongfeng Nissan’s Sales will fall precipitously.

At present, Nissan's global bet on pure electric technology route has caused Dongfeng Nissan to be somewhat "powerless" in the offensive of new products and new technologies in recent years. From a long-term development perspective, if Nissan wants to achieve sustained sales growth, it must improve the competitiveness of its products, and at the same time introduce or develop more models to improve its product lineup.

The last Japanese car company is Mazda, and Mazda's performance in China in recent months has not been optimistic. According to Mazda ChinaAccording to data, the sales volume in November this year was 18,727, a year-on-year decline of 13.44%.

Specific to the joint venture company, FAW Mazda severely lowered Mazda's overall sales. FAW Mazda sold 5,448 vehicles in November, a 39.61% drop year-on-year. Changan Mazda achieved a small increase, with an increase of 5.28% year-on-year to 13,279 units in November. In terms of specific models, the sales of Mazda 3 Enclave were 8,342, and CX-4 and CX-5 were 3341 and 2,670 respectively. In response to the decline in sales, there have been media reports recently that the new generation of Mazda CX-5 will use a brand new rear-wheel drive platform with a 3.0L six-cylinder in-line engine, and a four-wheel drive system on high-end models. In addition, Mazda will expand its cooperation with Toyota. In the future, Mazda will launch vehicles equipped with Toyota's THS hybrid technology in the country. The sales of top Japanese brands of

continue to grow in the domestic market, reflecting consumer recognition of the brand. In the process of car purchase, consumers pay more and more attention to brand image, product reputation, after-sales service, preservation rate, etc., and car consumption becomes more rational. There is only one last month left in 2020, and brands will compete for a year after a year. Let’s look forward to the final result together!

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