Data on the Guangdong Auto Market ②: Toyota becomes the biggest winner in sedans, while Mercedes-Benz, BMW and Audi miss the top ten
After talking to you in the first issue, Guangdong people have a deep love for Japanese cars. In particular, "Liangtian" stands at the top of the food chain of the Guangdong auto market, showing a style that is different from the national auto market.
What will happen to the car sector specifically? This time we still use the national vehicle registration data obtained exclusively from the Ministry of Public Security in the first half of the year.
Sedans, the absolute mainstream of Guangdong’s auto market
Sedans, as the origin of passenger cars, have been the mainstream of the auto market in the past few decades. However, in recent years, the trend of urban SUVs has greatly increased SUV sales around the world. Domestically, SUVs have shown greater resilience than sedans, and the market sales of SUVs have gradually caught up with sedans.
SUVs have also become the best magic weapon for brands to attract attention and money. GAC Toyota, Mazda, and Changan Ford, in addition to strengthening their SUV product layout, have even launched crossover models based on sedans, hoping to catch up with the SUV trend.
In the registration data from January to June this year, the number of SUVs and sedans registered nationwide was 3.691 million and 3.731 million respectively, with a market share difference of only 0.5%, proving that sedans and SUVs are still evenly matched. of.
Coming to Guangdong Province, which has unique tastes, the number of Guangdong sedans on the market reached 418,000, which is 72,000 more than the 346,000 SUVs, accounting for 51.7% of the overall market. Compared with the SUV market It has a clear leading advantage and can be said to be the absolute majority in the Guangdong auto market.
I never thought that the most origin and old school cars would be the most popular models among Cantonese people.
According to the editor's observation, most Cantonese people are "fundamentalists" who like cars. In their eyes, sedans are "serious" cars. Station wagons and hatchbacks are jokingly called "tail-digging dragons", which means they have no tail, which does not seem to be very good in terms of "feng shui". Although the Civic HATCHBACK and A6? ALLRORD There are also niche fans, but it is a bit difficult to become mainstream in Guangdong.
TNGA wins the sun, Camry wins the high-value market
Looking at the sedan market in the Guangdong auto market, thanks to Toyota and Honda’s technology investment and model launch in the hybrid field, the Accord And Camry and other car series that include hybrid derivatives, their sales in Guangdong and even across the country are riding high, occupying the forefront of the market segment with high positions and high proportions, and are showing great momentum.
Since Toyota unveiled its two magic weapons, TNGA and Shuangqing, its dominant position in the Guangdong auto market has been further established.
With the help of the TNGA architecture, the GAC Toyota Camry has become the undisputed benchmark model in the joint venture B-class car market. In the first half of this year, the number of Camry vehicles registered in Guangdong Province reached 15,889, and its cumulative sales across the country were 75,971 units, ranking at the forefront of the joint venture B-class car market.
The Camry has also become the fastest model in its class to achieve cumulative sales of 2 million units. Behind the strong sales is the high QDR (high quality, high durability, high reliability) product genes and long-term good brand reputation that GAC Toyota has injected into the Camry. Coupled with the strong influence of the Toyota brand in Guangdong, Camry has become the first choice for improved cars in Guangdong.
Especially after this generation of Camry adopted the TNGA architecture, the product genes have undergone tremendous changes. The more offensive design and two-color paint surface have brought a youthful gene to it. The double-wishbone suspension and low center of gravity body bring a comfortable and sporty driving experience. Its GOA height body, the safety of the entire series with 10 airbags as standard and the TSS intelligent safety system make it a family car that conquers men, women and children.
Of course, for the Cantonese people who follow pragmatism, the most attractive thing about Camry is its environmentally friendly and economical attributes. Camry's THS II high-performance hybrid system has a thermal efficiency of 41%, which brings extremely low operating costs and can be said to be always driving.
The Camry fully demonstrates the two characteristics that Cantonese people cannot refuse when buying a car: reliability and fuel efficiency. It leaves German, American and Korean B-class cars far behind.
Except for the Camry, Toyota relies on TNGA to become the absolute majority in the Guangdong sedan market.
Among the top 10 models sold in Guangdong Province in the first half of the year, there were as many as 4 models with TNGA architecture.
Although Corolla did not win the sales crown, its 1.2T model became the single largest model with 32,000 units. Model sales crown. Ralink's sales are also growing rapidly, with sales of 25,000 units in the province, of which 6,585 hybrid models were sold, accounting for nearly 30%, gradually establishing a high-value brand advantage.
Lexus becomes the only luxury car brand on the list
Cantonese people are famous for their pragmatism, and the same goes for buying cars. Although the old people who have a lot of cash in their hands are never short of money, they buy cars in a very low-key manner. Among the top ten cars, only one luxury car is on the list.
Yes, it is still Toyota's Lexus, but the luxury cars of Mercedes-Benz, BMW and Audi are nowhere to be seen. Even when choosing luxury cars, everyone still focuses on the principles of fuel economy and reliability first.
From January to June this year, 11,101 Lexus ES models were sold in Guangdong, accounting for nearly a quarter of the 47,000 nationwide sales. It is no exaggeration to say that the Lexus ES is the current main-selling model of the Lexus brand. The popularity of Lexus ES in Guangdong has laid the foundation for Lexus's steady growth and its sales surpassing Cadillac in the first half of the year.
The editor has something to say
Cantonese people have a deep connection with Toyota. It can be said that the Guangdong people’s understanding of cars was first inspired by Toyota, and in the field of luxury cars, the Toyota Crown is even more In the early years, it was the most recognized car for wealthy people in Guangdong. With the popularity of cars, Corolla and Ralink have become the first choice for many Guangdong people to buy cars. Camry and Lexus ES are the best choices for improved cars in the eyes of Guangdong people.
Guangdong people are pragmatic, low-key, and pursue "stability", which is exactly in line with Toyota's brand characteristics. If creating a circle culture is the best way to market automobiles, then "Cantonese" may be the largest brand circle developed by Toyota.
This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.