It is not difficult to see from the above pie chart of "Sales Composition of Japanese Cars in China Market" that Toyota led Honda with a very weak advantage among Japanese brands from June 5438 to April this year, and the sales gap between them is less than 1 10,000 vehicles, so it is possible to change positions at any time. Nissan, one of the Three Musketeers, is relatively low, accounting for only 20.2% of Japanese brands from June to April. Surprisingly, fully imported Lexus actually gained 5.3% market share, 2% more than Mazda. As for the rest of Mitsubishi, Subaru, Acura and finidi, they can only be classified as "other" camps. Therefore, if the sales of Lexus are included in Toyota Group, then Toyota is still a proper Japanese handle!
After reading the proportion of each brand in the total Japanese sales, we can see who the protagonists of each Japanese brand are through the hot-selling vehicles of each brand!
As the big brother of Japanese car companies, Toyota's current product layout in China is still very extensive. There are five models with an average monthly sales volume of over 10,000, and Corolla is a frequent visitor in the top five of the total sales list, which is definitely a national best seller. It is worth mentioning that the old Highlander, whose product life has come to an end, still achieved a good result of 7,783 vehicles per month from June 5438 to April this year, and even if the new generation model has been officially released, the old Highlander can still sell at a higher price. This kind of scene is really rare for a family car with an official starting price of less than 240 thousand.
What is even more surprising is that it has never been dazzled, and even the sales data of more than 8,000 vehicles per month can be obtained, which once again shows that domestic consumers still have certain demand for A0-class cars.
It is worth mentioning that 202 1 and 2022 are the "product years" of Toyota brand. This year, the brand-new TNGA Highlander and its brother Crown-Lu Fang will be launched soon. TNGA's land patrol LC300 has just finished its world premiere, and it is expected to be introduced into domestic sales in the form of official parallel imports in the future. These models will continue to enhance Toyota's competitiveness in the SUV camp, and also alleviate the embarrassing situation of insufficient production capacity of 2.0T Highlander.
In addition, Toyota's brand-new A-class Asian Lion/Shang Ling has also been listed. Although the price of Asian lion is 14.28- 178900, the sales volume in the first month of listing is only 3995, but the terminal price of this car has begun to loosen recently. Some dealers in Beijing have already offered a discount of 8000 yuan. I believe that with the passage of time, the cost performance of Asian lions will be further improved.
Next year, Toyota will continue to speed up the launch of new cars in China, especially the much-anticipated domestic Senna, which almost coincides with the liberalization of the domestic three-child policy. For those families with non-only children, a large MPV will become more and more necessary.
In addition, in 2022, Toyota Harrier/Prince will be introduced to China from Yifeng and Guangfeng. This car is on the same platform as RAV4. Even if they are both with a wheelbase of 2690mm, the overall size is larger, the appearance is more sporty, and the internal design, materials and configuration are better, which means that RAV4 is finely decorated. It is a good choice for those users who don't want to buy a big car like Highlander and think that RAV4/ Velanda is not exquisite enough.
Generally speaking, the product line of Toyota brand in China is relatively complete, including cars and SUVs of all levels. Senna, which is about to be made in China, also makes up for Toyota's shortcomings in the MPV field. What's more, at present, Toyota's mainstream models are at the peak of the product cycle and full of competitiveness. I believe that they will continue to sit firmly on the throne of Japanese sales champions in the next few years!
In terms of average monthly sales, Honda's performance is also excellent. There are 6 models with monthly sales exceeding 10,000, even more than Toyota 1 model. However, as can be seen from the specific models, Honda's current hot-selling models in China are concentrated in the low-end market below 250,000, and there is no real "big car".
CR-V is still the most important model of Honda, and its monthly sales of 25,000 vehicles are enough to make it stand out. Although this generation of CR-V can be said to be destiny takes a hand, since 20 17 went on the market, it has caused many storms because of the strange feeling of electric brakes and the increase of oil quantity, but it is really rare to get out of the haze with good product strength and accumulated reputation of the previous generation every time.
As Honda's "golden signboard" in the mid-level car market, Accord is also facing the same fate as CR-V, but its own product strength is also excellent, and the terminal price is cheaper than Camry, so it can stand still even if the storm continues.
At present, XR-V/ Binzhi is still the dominant player in the domestic small SUV market. Together, these two brothers can sell more than 30 thousand sets a month, which is completely invincible. This year, a new generation of Binzhi has been replaced overseas and will be introduced to China in the future. I believe that before Toyota comes up with competitive products, the domestic small SUV market is still the only one in Honda.
Hao Ying, as a CR-V specially made for China, has achieved excellent sales with a more beautiful appearance since its initial listing. However, with the appearance of A-pillar bending in the crash test of China Insurance Research Institute, Hao Ying not only silenced China Insurance Research Institute for half a year, but also kicked himself out of the sales list. However, the memory of the Internet is short-lived. With the gradual relaxation of terminal prices, Hao Ying returned to the top of sales. If it weren't for the fame of CR-V, I'm afraid CR-V would have been taken down long ago!
Although 1 1 generation Civic will be listed in China in the second half of this year, the 10 generation model is still very popular. In the final analysis, there is only one compact car that can give consideration to home, sports, performance and reliability.
It is not difficult to find that Honda's hot-selling models in China are mainly concentrated in the price range of12-250,000, and the low-end market is only about 3,000 units per month because of insufficient chip production capacity. In the market of more than 250 thousand, Honda has never had a medium-sized SUV that can compete with Toyota. With the domestic production of Toyota Senna, the MPV market originally belonging to Odyssey/Ellison will even be taken away by Toyota, not to mention the hardliners that Honda has never set foot in. ......
What can be expected at present is that Dongben and Guangben will simultaneously launch 1 1 generation of domestic Civic. Dongfeng Honda will continue to use the name "Civic Civic Civic", while Guangqi Honda will be named "Integra". Integra is a sports car launched by Honda in 1980s, and the Type-R high-performance version was also launched that year. According to the known news, 1 1 Civic will make obvious progress in interior texture and configuration, and the power of 1.5T engine will also be slightly improved. In the future, there will be a 2.0L hybrid system to choose from, and it will still be the most competitive product in compact cars.
Brand-new binzhi
However, apart from the new Civic and Binzhi that are routinely replaced, Honda will not have many new products in a short time. If it wants to compete with Toyota's car sea tactics, I am afraid it will face a lot of pressure.
Nissan seems to be more like a "small factory" than a hundred flowers in two fields. Among the models on sale, the sales volume shows an obvious polarization trend.
Among them, Xuanyi is a ride. Since winning the sales champion in 2020, this year's performance has been equally strong. Behind the brilliance of Xuanyi, it vaguely reflects the singleness and weakness of Nissan's product line.
Although hackers can get more than12,000 vehicles every month, they are still much weaker than Honda Binzhi/XR-V. As an old car that has been on the market for more than 7 years, Qi Jun is still as strong as ever. With years of accumulated reputation and good cost performance, we can still achieve monthly sales of over 10,000.
Teana's performance was suppressed by Camry and Accord after the replacement. The superior performance of VC-Turbo is accompanied by high price, and the really popular model is the 2.0L self-priming version. More importantly, due to the crazy discount of the previous generation of Teana at the end of the product, it just catered to the domestic ride craze and instantly became the representative of "special car", which suddenly broke the impression that Teana was comfortable at home and made it a "taxi" in many people's minds, convincing a large number of users who wanted to buy Teana as a family car.
Some people may say that hackers and Qi Jun will be replaced. Isn't Nissan "promising" in China? Whether the future can be expected depends first on what Nissan's replacement models are! First, a new generation of Qi Jun has been released in China. Although its appearance is individual, it is not unacceptable. The interior texture and chassis texture have been greatly improved. These aspects can be regarded as the selling points of the new Qi Jun.
However, the biggest slot of the new Qi Jun is that the whole system is equipped with 1.5T VC-Turbo three-cylinder variable compression ratio engine. I believe that when you see the word "three cylinders", you will know that the new Qi Jun will definitely have no future, but he can be cheated in the future! GM, Honda, BMW and Toyota all told you with bloody facts that the three-cylinder system really doesn't work in China. In fact, Nissan dared to look at the world and built a three-cylinder Qijun. I can only say that I have the courage.
However, for Nissan, there are still two cars worth looking forward to, that is, the brand-new hacker who is about to be replaced and listed, and the E-hybrid Sylphy who has just completed the declaration in the Ministry of Industry and Information Technology.
First of all, hackers, the appearance and interior of the new hackers have also been fully upgraded, which looks more in line with the style of the current era. In addition, the new hacker will no longer use the ancestral 2.0L self-priming engine in terms of power. Instead, it will provide the same 1.3T four-cylinder engine and 1.5T e-power hybrid system with high thermal efficiency as Mercedes-Benz A-Class. The former has excellent performance and the latter has attractive fuel consumption. Both options suit you.
The emergence of hybrid Sylphy is of great help to further increase Nissan's sales, because at present, a large part of Sylphy's sales are network car drivers, who drive a lot of miles, pay great attention to the use cost of vehicles, and spend most of their time driving in urban areas. This is absolutely like a duck to water for the 1.2L extended program structure e-power system, because it has no gearbox, and the 1.2L engine is only responsible for generating electricity and providing power for the 136 horsepower driving motor. The ride comfort can be completely comparable to that of an electric car. The comprehensive fuel consumption of the Ministry of Industry and Information Technology is only 4. 1L/ 100km, which is about 1L lower than pure gasoline on the premise of stronger performance.
For Nissan, the poor financial situation of the parent company "Renault-Nissan-Mitsubishi Alliance" no longer allows them to engage in car-sea tactics. In order to boost the domestic market share, we can only hope that new hackers, new Qi Jun, hybrid Sylphy and other models can get better sales.
At present, Lexus, as the fourth largest brand share in Japan, has enjoyed a high popularity in China in recent two years, mainly because people have increasingly recognized its main concept of "original import" in recent years, and its excellent reputation in reliability and after-sales policy, its sales volume is even higher than that of other Japanese brands in China.
ES is still a popular model of Lexus. As a pure imported car with a starting price of nearly 300,000, the monthly sales of more than 65,438 438+ 10/00,000 vehicles are really amazing. In particular, the ES200, which accounts for more than half of ES car sales, uses only a 2.0L naturally aspirated engine at a price close to 300,000, and its power is obviously weak. But from the user's point of view, the more popular ES is, the more it shows that people who really buy Lexus know what their needs are and will not blindly pursue horsepower and acceleration performance.
As a "finely decorated" model of the current Highlander, RX actually got the sales data of more than 4,000 vehicles per month. You know, the starting price of this car has already exceeded 400,000, and the top model sold for 800,000, and there is no discount at all in the store. Although RX is higher than X3 and GLC L in terms of level and size, it can make consumers give up BBA and choose Lexus, which really shows that this brand has a group of loyal fans.
Cash NX
As for the current NX, it is really a car whose price far exceeds the value of its own products. Fortunately, the new generation NX just debuted two days ago and will be imported for domestic sales this year. The exterior and interior are completely innovative, adopting the latest TNGA architecture. At present, the problem of insufficient texture and comfort of NX chassis will also be compensated.
New NX
In terms of power, the new NX 2.4T engine will not be introduced into domestic sales. China will provide three sets of power: 2.5L 8AT, brand-new 2.5L hybrid and 2.5L plug-in hybrid, which are much stronger than the weak 2.0L CVT and the old 2.5L hybrid system. The addition of PHEV system can also help improve the new energy points of Lexus brand in China and reduce the average fuel consumption of enterprises. If the new NX can maintain the same price level as the current NX (30.22-542 thousand), it is still worth looking forward to.
It is worth mentioning that LM, although many people say that it is the shell-changing Erffa, the most expensive 4-cylinder self-priming engine with a class of 2 million, has an acceleration of 0- 100km/h 15 seconds. Does not affect its popularity among the rich. In fact, for this kind of product whose face attribute is far greater than the practical attribute of the car, the parameters have no meaning at all. The most important thing is that the owner sits in the back row to let others know that he has money.
ES200 is also imported from Japan.
As far as Lexus is concerned, as long as it maintains the selling point of "imported from Japan" and does not engage in any moth in brand marketing, at present, its products can at least ensure that Lexus will be the first domestic sales of imported cars in the next three years.
Mazda, known as "Japanese BMW", ranks fifth in Japanese brand share, with a market share of about 3.3%. As a real small factory, Mazda's domestic product line has only six cars, and the cumulative monthly sales of the whole brand is only about 13000, which is less than half of a corolla! However, Mazda itself is a car factory after all, and it is still possible to take a small and beautiful route.
As the best-selling model of the whole Mazda brand, the target users of Mazda 3 Angkeira are young people who care about face value, sports and personality. For this reason, the 2.0L version with larger displacement and higher price accounts for 73.9% of the total sales of Angkor Vesela. In other words, most car owners who bought Angkor Vesela chose the more expensive 2.0L version, which is just the opposite of the sales of some other models' entry power!
It is not difficult to see from Angelella's performance. Although its price is not cheap, its power is not superior to that of 1.5T Civic, and its rear is not plentiful, it can still be loved by many people with its beautiful appearance and interior. There is absolutely no need to do all the work in this small factory. It is enough to make one or two selling points to the extreme.
If Angkor Sela is a wayward choice, then the remaining Mazda models have no wayward capital. Whether CX-5 or Artz, most of their users at this level are not young people who pursue appearance. Moreover, because their prices are higher than Angkor Vesela, it is inevitable that some consumers will compare them with CR-V, RAV4, Accord, Camry and other models. What's more, due to the slow upgrading of Mazda products, except Angkor Vesela and CX-30, other models are relatively old, especially CX-5 and Artz, which have been listed in China for almost 8 years. If you choose the shape design again, there will be aesthetic fatigue.
As a member of Japanese brand "Others", Mitsubishi Motors currently has a market share of about 65,438+0.3% among Japanese brands. Judging from the models on sale, Outlander is still the hope of the whole village, and the monthly sales of 3,700 vehicles is already a gratifying achievement for Mitsubishi.
It is worth mentioning that a new generation of Outlander is also released overseas, with a tougher design and a more textured interior, which is no longer the rough style of cash. More importantly, the new Outlander will be built on the same CMF-C/D platform as the new Nissan Qi Jun, and the power part will also adopt Nissan's 2.5L naturally aspirated engine and CVT gearbox.
On the premise that the brand-new Qi Jun becomes a 1.5T three-cylinder system, the brand-new Outlander, as a brand-new shell-changing model in Qi Jun, is likely to sell well. After the listing of the new Outlander, Mitsubishi can seize the same platform as Qi Jun and vigorously market all four-cylinder engines. Maybe it can really grab some users who originally planned to buy Qi Jun, but hesitated because of the three-cylinder engine. Therefore, when Mitsubishi becomes the new Outlander, it is likely to be the turning point of Mitsubishi brand's recovery in China.
As a luxury brand owned by Nissan, finidi has had a hard time in China in the last two years. None of the main models QX50 and Q50L has a monthly sales volume of over 1,000, and the sales volume of other imported models is negligible. In fact, there are many reasons why Britain and finidi are in this situation.
First of all, its parent company Nissan's own financial situation is rather worrying, and finidi in Britain simply doesn't have much money to spend on developing new cars. Therefore, among the British and finidi models currently on sale, except the QX50, which has only been on the market for three years, the others are old cars that have been on the market for many years. At that time, their competitiveness was ok, but now it is not enough.
Although the QX50 looks beautiful and the interior is very stylish, as a luxury medium-sized SUV, the biggest problem of the QX50 is the use of CVT gearbox. Although CVT gearbox has no problem in low-profile models, users who buy luxury cars actually care about these hardware. It's hard to say that a luxury SUV actually uses CVT.
As for Q50L, which has been listed in China for seven years, its appearance and power have not changed at all. Competitors "34C" have been replaced one after another, and Q50L has long since disappeared. At present, Nissan Group has no plans to upgrade Q50. Even if you upgrade, you may use the predecessor platform at the same level as Teana for cost reasons, and even the title of "big and super" may be gone.
Nowadays, the only expectation of domestic fans for Subaru may be whether the new BRZ can be introduced into China. As for the models such as Forester and Outback on sale, they are more attracted by the loyal fans of Subaru brand. At present, Subaru's biggest embarrassment in China is that its competitors are not competitive in appearance and interior, and its power system is not surging enough. Moreover, many consumers are not very aware of safety and handling. Coupled with the pure import status, the price is high, the later maintenance is troublesome, and the expected sales volume is not optimistic.
As the worst Japanese brand in China, Acura currently only offers two models in China market, namely CDX and RDX. The average monthly sales of these two cars are in their early 300s. With such low sales, it is difficult to find the significance of the brand's continued existence in the China market.
Acura has reached this stage. In addition to the poor publicity of the brand itself, it also has a lot to do with the product. For example, the TLX L, originally introduced for the China market, has extremely spacious rear space and a sporty appearance.
But if you get into the TLX-L car, you will find that the interior of this car is very similar to the 9th generation Honda Accord, and there is no sense of luxury at all, not to mention the gap between ordinary brands and luxury brands, even smaller than the 10 generation Accord. How to arouse the interest of luxury car consumers? This embarrassment also exists in the CDX and RDX models currently on sale, which is the biggest problem facing Acura, because it cannot be separated from Honda models. For Acura, a brand that has always been mediocre, I am afraid there is no chance to turn over.
Who is the leader of Japan, Toyota or Honda? This question has a different answer in every Japanese noodle heart. Honda has always been an athlete without losing its image at home. Especially after the launch of the earth dream engine in the past two years, it has been beating Toyota in performance. While maintaining consistent reliability and durability, Toyota introduced TNGA architecture, which greatly improved the texture and safety of vehicles. Judging from the sales volume in China market, Honda has been ahead of Toyota in the past few years. In the last two years, Toyota has achieved overtaking. I believe that according to the current situation, there will be some struggle between the two fields this year and next ~
Who do you like better, Toyota or Honda?
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