Parallel imports have created an oversupply of Geely Monjaro crossovers, which is why this model is sold 800-900 thousand rubles cheaper than in the fall of 2023. And this turned out to be not the limit for Chinese brands, according to a study by Otkritie Auto (the auto business unit of Otkritie Bank, part of the VTB Group), which is at the disposal of Rossiyskaya Gazeta.
Based on sales results in January, the Haval brand remained the leader among the “Chinese” (9.6 thousand units, +120% by January 2023), and its Jolion model (4.3 thousand units) is still the most popular foreign car. By expanding the number of F- and H-series crossovers, the brand hopes to sell up to 240 thousand cars this year. In this case, it will strengthen its leading position in our market. Also in the “support group” of the family, the Tank sub-brand, which entered the market in March 2023 (1.7 thousand units), performed well.
In turn, one of the most expensive Geely models, the debutant of 2023, the Monjaro SUV, “made a cash register” for this Chinese brand. In the brand’s total sales in January (9 thousand units), a third was accounted for by this model, which in the first month of the year made it to second place among all foreign cars (3.6 thousand units), overtaking previously much more popular crossovers. True, this happened not only because the car was actively imported into our country by the official importer: in 2023, more than 10 thousand of these cars arrived in Russia through parallel import channels. Despite the fact that the SUV turned out to be very successful visually and technically, the market turned out to be oversaturated, and in January Monjaro was sold at a discount of up to 900 thousand rubles.
The Chery brand has no intention of losing popularity either (8.8 thousand units, + 59% by January 2023). The sales support methods remained the same: all kinds of direct benefits from the distributor helped make cars of this brand up to 850 thousand rubles cheaper from the RRP. Moreover, a serious “support group” of sub-brands – Omoda (2.7 thousand units), Jaecoo (900 units) and Exeed (2.8 thousand units) continued to help the company make money.
Another fast-growing “Chinese” – Changan – sold 4.9 thousand cars in our country in January 2024. This is an order of magnitude (469 units; +942%) better than a year ago. The brand’s plans for the current year are to separate the UNI series cars into a separate sub-brand and thus sell an additional 90 thousand cars.
The rest of the representatives of the Celestial Empire also continued to fight for a place in the sun by expanding the model range and discounts, but they still did it worse than the leaders. Only Jetour surpassed the 1,000-deal mark in January. DFM, FAW, GAC, JAC, Voyah and Zeekr had sales in the hundreds.
“In February, to maintain strong sales results, distributors will have to continue to invest not only in significant support, but also in marketing. This is especially true for all new Chinese brands outside the top three: they have yet to earn trust in Russia, and dealers alone cannot increase the popularity of Chinese cars in our country. At the same time, warehouses still quite densely filled with “older models” leave buyers a chance to get a significant discount on popular brands from China even in February,” comments Marina Dembitskaya, head of Otkritie Auto.
Alexander Chuprov
2024-02-07 08:14:14
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