On November 26th, the 21st Guangzhou International Automobile Exhibition came to an end. The ten-day exhibition attracted a total of 847,000 visitors. Compared with 760,000 person-times in 2019, it increased by 11.4%. This is also the first time that the number of visitors to Guangzhou Auto Show has exceeded 800,000. At the same time, the organizing Committee also announced thatThe next auto show will be held from November 15th to 24th, 2024.
On the same day, because it was the weekend, the exhibition ushered in the peak of passenger flow, and many consumers rushed to place orders directly. Near the end of the year, with the listing of new cars, favorable policies, promotion of car companies and other effects gradually emerging, automobile production and sales are expected to continue to grow.
Price reduction promotion, auto show ushered in an order boom.
Guangzhou Auto Show is the last large-scale auto show this year. Around the end of the year, major manufacturers have tried their best to increase terminal promotion.
BYD booth, the audience jostled shoulder to shoulder. Many passengers got into the new car and got in-depth understanding of the control details such as intelligent driving with the staff. In the negotiation area on the second floor, consumers and staff with calculators got in-depth understanding of the price and configuration. "It just happened that BYD cut the price again, and now it’s almost ready to shoot." Zhang Yi, a prospective car owner from Shunde, said.
This is BYD’s second price cut this month. At the beginning of November, BYD announced the launch of preferential activities for five models, with the preferential range ranging from 5,000 yuan to 18,000 yuan. With the accelerated transformation of automobiles to intelligence and electrification, the "wide goods" represented by BYD are favored by consumers. The data shows that BYD’s sales of new energy vehicles reached 1.86 million in 2022, and it is expected to exceed 3 million this year.
"The popularity of new energy vehicle booths is significantly higher than that of fuel vehicles." After visiting the auto show, Zhou Fatao, secretary-general of Guangdong New Energy Automobile Industry Association, said that the auto show is special, not only because of the dense cluster of brands and large traffic, but also because this lively atmosphere will stimulate consumers’ desire to buy each other.
In order to cater to consumers’ mentality of "buying a car to go home for the New Year", the official selling prices announced by many first-time models are lower than market expectations and even lower than those of the previous generation models. For example, Polar Star 4 released during the Guangzhou Auto Show, the delivery price is 299,900 yuan to 399,900 yuan, which is about 50,000 yuan lower than the price displayed at the Shanghai Auto Show in April. Geely Automobile also led a number of brands such as Lectra to launch a "price offensive".
In order to further promote consumption, Guangzhou Auto Show also introduced the "live broadcast with goods" mode. There are car critics and live broadcasters holding microphones, supporting tripods and talking to the screen of mobile phones everywhere in the booth.
At the same time, the booth staff will also explain the models and distribute coupons and car purchase benefits to online audiences. The traditional car booth is transformed into a large live broadcast room, which further drives consumers to place orders.
The technological advantages of new energy vehicles are being transformed into real money orders. The pre-sale of Zhijie S7 was opened for 4 days, and it was set to exceed 10,000 units; Haobo HT36-hour orders exceeded 10,000 units, and the cumulative orders exceeded 30,000 units … During the auto show, major car companies released "transcripts" one after another, showing great enthusiasm of consumers.
With the help of policies, car sales are expected to hit a new high.
As a mass consumption, automobile consumption is an important starting point for stabilizing the economy and promoting consumption at present. And policies often play an important role in promoting consumption.
Just a few days ago, the general office of the provincial government issued "Several Measures to Further Boost and Expand Consumption in Guangdong Province", which proposed a number of measures to further promote consumption of automobiles. For example, Guangzhou and Shenzhen further relaxed the application qualification for car purchase indicators, and this year Guangzhou increased the quota of 50,000 unplanned energy-saving fuel vehicles. China Merchants Securities believes that relaxing the automobile purchase restriction policy is a low-cost and quick-acting stimulus, which can fully release the consumption potential.
Increasing the index of energy-saving fuel vehicles has also accurately stepped on the needs of consumers. Feng Xingya, general manager of Guangzhou Automobile Group, said during the Guangzhou Auto Show that new energy vehicles continued to grow this year. Among them, compared with pure electric vehicles, energy-saving vehicles such as extended-range and plug-in vehicles grew faster.
"Taking advantage of Guangzhou’s increase in energy-saving fuel vehicle indicators, I plan to buy a plug-in hybrid vehicle, and I don’t have to worry about queuing for charging on the expressway when I return home." Mr. Liu from Jiujiang, Jiangxi Province went straight to GAC Toyota. This time, his "Heart Water" model is a hybrid version of Toyota Lei Ling, and the maximum cruising range of the new car is close to 1000 kilometers.
Driven by various consumption promotion policies, automobile marketing activities and a large number of new models, Guangdong’s automobile industry has shown a pattern of booming production and sales. According to the statistics of Guangdong Automobile Industry Association, from January to September this year, the production and sales of automobiles in the province were 3,558,100 and 3,504,300 respectively, up by 14.9% and 15.1% respectively, which was much higher than the national production and sales of 7.3% and 8.2% from January to September.
After years of continuous decline, car sales are expected to rebound and hit a new high this year. Lang Xuehong, Deputy Secretary-General of china automobile dealers association, said that with the activities in double 11 and the year-end sales of car companies and dealers in December, the domestic retail sales of passenger cars in 2023 is expected to be close to 22 million, which is expected to achieve a 5% growth.
[Written] South+Reporter Gao Xiaoping Wei Yuquan
[Photography] South+Reporter Wang Juntao
[Coordination] Southern+reporter Guo Xiaoge
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