“some consumers have been consulting us on energy conservation subsidies these past few days, and you are still concerned.” a biadi dealer told a journalist。
It can be said that the first catalogue (first), published on 11 september by the national commission for development and development, the ministry of finance and the ministry of industry and communications, for the promotion of energy conservation vehicles (1. 6 litres and less) for energy-efficient products, more than 60 per cent of the 160 models are autonomous brands, which is widely regarded by industry as a sign of a rebound 12 months after the decline in market shares for autonomous brands。
The industry's expectations for it stem from the fact that in 2009 the issuance of policies led to rapid increases in market shares for autonomous brands. One of the measures taken by the government to boost the economy and support the development of autonomous brands has been the introduction of an energy-saving subsidy policy for automobiles, which has been implemented again one year later。
“it is a good thing that last year should not have eliminated the subsidies, and back to back, it would have been a mess.” sun xiaodong, general manager of car sales, gilly, stated in an interview with the daily securities journal. In other words, if subsidies had not been eliminated last year, the share of the autonomous brand market would not have fallen so severely。
However, the environment in the automobile industry has changed considerably at this time, and the appeal of the same $3,000 subsidy to consumers is questionable. In response, zhang zhiyong, a senior expert in the automobile industry, told journalists that the subsidy policy of 2009 was linked to car eviction and the reduction of purchase taxes. At that time, the subsidy of $3,000 was significant compared to the current subsidy of $3,000. “the market environment was different at the time, although subsidies were useful but not significant.”
"twelve falls" government shot
In retrospect, the development of autonomous brands can be described as “dreams are full and reality is strong”. For more than a decade, the dream of an autonomous brand is getting farther and farther away from the curve, and it appears that only new energy vehicles are available. In addition to this, difficulties are beginning to arise in maintaining the available jobs, with autonomous brands falling in market share for 12 consecutive months from last september to the present。
According to the latest data from the chinese association of automobile industries, in august, 545,000 vehicles were sold by autonomous brands, representing an increase of 5. 69 per cent over the same period, representing 37. 13 per cent of the total number of passenger vehicles sold, a decrease of 0. 99 per cent from the same period the previous year. The downward trend is more pronounced in sedans, where the sale of autonomous branded sedans was 1779 million, a decrease of 21. 09 per cent over the same period, or 19. 53 per cent of the total sedan sales, or 5. 55 per cent below the same period in the previous year。
Against this background, the energy-saving subsidies for cars, which had been cut off for almost a year, were again restored. More than 60 per cent of the first energy-efficient and environmentally friendly vehicle promotion catalogues include autonomous brands involving many autonomous brand companies, including jiangye, changan, chire, biadi and jily。
In response, deputy secretary-general choi dong-soo told journalists that “rehabilitating government subsidies is normal and is one of the measures to boost the economy and promote autonomous brand development”
“recovering government subsidies is certainly useful for autonomous brands. However, a fundamental reversal of the status quo for autonomous brands cannot be achieved by ad hoc policies, but by long-term regulations, not only through the purchase chain, but also through the use chain.” the deputy general manager of chinese motors zhou xing ning indicated。
It can be said that restoring subsidies is absolutely a good thing for cars. Looking back in 2009, the auto industry restructuring policy introduced in 2009 reduced the purchase tax on 1. 6 l and less, while providing government subsidies, and more crucially, the implementation of the auto-rural policy became a key factor in the autonomous brand boom of the year. In 2009, the annual sales volume of new cars in the country reached 13. 5 million, of which autonomous branded cars sold about 7. 8 million, or 60 per cent of the total number of new vehicles sold。
It's hard to avoid an autonomous brand
In addition to the government's restoration of energy-saving subsidies, nine of the 11 pure electric motor vehicle producers involved in the first " new energy car models free of vehicle acquisition tax " , published in previous days, are autonomous brands, most of which are self-contained。
It can be said that governments are also trying to support the development of autonomous brands. However, it is still crucial that autonomous brands practice their internal skills. “the purchase of an autonomous brand is still a minority, and state subsidies help in some ways, the cheaper the price, of course, the better, but not too much, and most people still buy cars according to their needs. According to the dealer。
At the same time, zhang zhiyong believes that the current autonomous brand faces a gradual downsizing of the joint-venture brand, with products starting to sink not only to third- and fourth-line cities, but also at a faster and deeper pace. Among the products, there is a growing number of cars below the 1. 6 l line, and some foreign brands also benefit from subsidies. The benefits that autonomous brands can enjoy in this policy have been diluted and cannot be a key factor in reversing the fate of autonomous brands。
In this catalogue of subsidies, some of the models of honda, toyota mine ling and the general public are also included, although they represent a small proportion of the total number of cars compared to their own brands。
In zhang’s view, the next autonomous brand, in addition to continuing to improve the quality of the product, will have to speed up the process of winning and losing some of the brands. “this is what it has to go through and what it has to do. The government has to let go and let some brands die. Without this process, an autonomous brand cannot develop.”
It's gonna take a while to get out of the fall
While china’s automobile market is still growing rapidly, as the market becomes saturated, the middle- and lower-end markets, which used to be home-grown brands, and especially those under $100,000, have begun to be occupied by joint ventures. The downside of foreign brand prices has increased competition between foreign brands and autonomous ones。
“if autonomous brands are not developed too quickly, more time will be left for development and joint ventures will not be pursued so quickly。
Autonomous brand development has stimulated joint branding too quickly, accelerating the introduction of lower-price models.” according to analysts。
He indicated that, in fact, the level of technology in the autonomous brands had been significantly improved, although the upgrading had not been recognized by consumers. Consumer recognition of the brand is relatively solid and changing this recognition will take time。
“it will take some time for an autonomous brand and market share may continue to decline.” zhang zhiyong indicated。
Responsible editor: zhang dei
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