Chinese carmaker brands (excluding JV) are not all on the same boat
- Brands (excluding JV) Chinese manufacturers have decreased by 37% of the Chinese market in 2010 to 30% in 2013 (on the first three months of the year), but they are not all on the same boat.
- Indeed, when looking at the performance of the top 10 brands (see top ten below), we find that six brands have been declining since 2010 (Changan, Chery, FAW, BYD, Dongfengand JAC), while the other 4 continue to grow significantly (Geely, Great Wall, SAIC and Brilliance).
- In 2013, the decline is greater for some brands. Dongfengsold 60,897 vehicles (excluding JV) in the first three months of the year, 21.8% less compared to the first quarter of 2012.
- Within these Chinese carmakersthe multiplication of sub-brands was not as successful as planed.
- Thus, Chery announced at the Shanghai Motor Show, that it would abandon its three sub-brands Riich, Rely and Karry, while concentrating its production on the Chery brand (strategy change symbolized by a new logo).
- This announcement joins the Inovev analysis published in March, the relevance of multi-brand independent Chinese manufacturers strategies. View article "The Chinese groups' multi-brand strategy called into question“.
Data source: File #55 - Registrations in the World by makes
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