SUV Market Analysis in the First Half of 2006

In June, the total sales of 19 SUV manufacturers included in the National Passenger Car Information Association’s statistics reached 12,220 units, reflecting a 16.4% year-on-year decline from 14,610 units in the same period last year. This marked a continued drop compared to the previous month, which saw 14,234 units sold. For the first half of the year, cumulative SUV sales totaled 109,173 units, representing a 68.7% increase from 64,708 units in the same period last year. Great Wall Motor remained at the top of the SUV market, with cumulative sales of 18,088 units in the first half of the year, capturing 16.6% of the market share. In June alone, it sold 2,962 units, securing a 24.2% market share and claiming the top spot for both monthly and cumulative sales. This marks the third consecutive year that Great Wall Motor has led the SUV sales chart. Dongfeng Honda came in second with 13,200 units sold, just 5,000 units behind Great Wall Motor. Beijing Hyundai followed in third place with 12,700 units, while Changfeng Cheetah and Beijing Mercedes-Benz took fourth and fifth positions with 12,300 and 8,800 units respectively. The top five companies accounted for nearly 60% of total SUV sales, with combined sales of 65,100 units. Chery Automobile ranked sixth with 8,600 units sold. In June, the top three brands maintained their strong performance, with Great Wall Motor, Beijing Hyundai, and Dongfeng Honda continuing to hold their positions. In May, Beijing Hyundai and Dongfeng Honda had sold 2,198 and 1,635 units respectively, and they retained their rankings in June with 2,134 and 1,683 units sold, capturing 17.5% and 13.8% of the market share. However, Chery Tiggo and Jiangling Landwind fell out of the top five, selling 1,008 and 1,008 units in May but dropping to 487 and 570 units in June. They were replaced by Hebei Zhongxing and Changfeng Cheetah, who sold 811 and 746 units respectively, capturing 6.6% and 6.1% of the market. The top five companies collectively sold 8,336 units in June, making up 60% of total SUV sales. Analysts attributed Great Wall Motor's success to its Haval CUV model, which consistently topped the charts in its brand category. Additionally, Sefar, often referred to as the "originator" of domestic SUVs, launched the Saif F1 after four years of market testing, incorporating 11 improvements that revitalized the brand and boosted its market presence. The new automobile consumption tax, implemented on April 1st, aimed to promote larger vehicles by increasing excise duties on cars with engine displacements over 2.0 liters. Vehicles with 4.0 liters or more saw the highest tax increase, jumping from 8% to 20%. As a result, large-displacement vehicles, especially imported models, became significantly more expensive, leading to a cooling in market demand. This tax policy affected all major manufacturers, with even Great Wall Motor experiencing a sharp decline in sales from 4,602 units in April to 3,122 in May, and then a slight decrease in June. Industry experts had previously warned that price increases would lead to significant drops in sales, while models that maintained stable pricing saw only minor fluctuations compared to normal months.

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