合资品牌KPI期中考，新能源时代下谁能达标？

凭借着新能源汽车销量的狂飙，自主品牌乘用车销量持续攀升。自主品牌市场占有率不断走高也意味着合资品牌的市场份额被进一步蚕食。

进入7月份多数合资车企的上半年销量成绩已经出炉，清一色是同比下滑，深受自主新能源车的冲击，这一现象背后不仅反映了合资品牌在面对新能源汽车市场竞争加剧的情况下所面临的挑战，也暗示了未来市场竞争格局可能发生的变化。通过上半年销量成绩，我们也可进一步了解合资车企的KPI完成率。

本田汽车

本田中国公布2024年6月和上半年终端汽车销量。数据显示2024年6月本田在中国的终端汽车销量为68966辆，同比下滑39.04%；1-6月为415906辆，同期比78.5%，即同比下滑21.48%。本田中国并没有对外公布6月和上半年本田中国两家合资车企的具体销量情况。

相比于中国市场，本田在其他市场则有所增长。本田在美国市场上半年累计销量为69.0281万辆，同比增长9.3%。回到中国市场来看，当前本田中国的销量大头依然来自燃油车。以1-5月零售销量为例，本田中国销量前三的车型分别为本田CR-V、雅阁和思域，销量分别为7.23万辆、5.44万辆和5.33万辆，皓影次之，为4.25万辆。纯电动车市场方面，虽然本田中国已布局e:NS1/e:NS2/e:NP1/e:NP2四款车型，但市场存在感并不高。

本田已将2024年在华销售目标定为106万辆，较上年减少13%，与历史最高的2020年相比减少4成，以今年上半年计算，现在本田中国的KPI完成率是39%，距离目标还有很远的距离。未来9月本田将上市灵悉L，12月将推出全新SUV以及中期改款的思域，其中东风本田将在2025年把电动化比例提高到50%，2027年不再投放燃油车，2030年推出10款以上纯电动车型。

日产汽车

今年日产汽车的全球销量目标是370万辆，但是在中国市场的目标没有公布，关于郑州日产和日产车上半年销量数据，目前官方没有公布。现在只有东风日产的半年报，1-6月份东风日产全品类总计交付新车305196辆，同比增长11.5%，在当前国产品牌崛起、日系车企普遍下滑的大环境下，确实显得颇为亮眼。经计算得知东风日产6月份销售53741辆，轩逸、逍客依然是品牌顶梁柱。轩逸组合月均销售稳过两万，累计销售 169499辆。逍客月均销售过万，累计销售 61196 辆。而探陆累计销售 7344 辆。

2024年对于东风日产而言是一个里程碑式的一年。在全球汽车行业的波诡云谲之中，东风日产迎来了它的21周岁生日，以一辆探陆两驱6座新级别车型的闪亮登场，昭示着企业发展达成新里程碑。在策略上，东风日产加速建设本土化研发能力，旨在以中国速度、中国技术来应对市场变化。未来三年内，东风日产计划推出五款新能源车型，涵盖纯电和混合动力，来争夺新能源汽车增量市场。

但是面对中国车市的激烈竞争和自主品牌的强势崛起，其仍面临着不小的挑战。要想在中国车市再次支棱起来，东风日产不仅需要加快新能源车型的研发和推广，更需要深入理解中国消费者的需求，加强本土化创新，以提高其产品的性价比和创新力。只有这样，才能在竞争激烈的市场中立足，实现年销百万的目标。

丰田汽车

丰田全球今年目标是销量950万辆，虽然丰田没有公布上半年整体成绩，但是参考1-5月份404万辆的销量数，估计其在今年上半年的KPI完成率已经有50%左右。现在丰田汽车在华两家合资品牌已经公布了上半年销量战报。

纵观整个上半年，一汽丰田终端销售汽车329067辆，其中RAV4荣放、锐放上半年分别销售78898辆和80209辆，同比增长11.7%和48.4%。高端化车型格瑞维亚和纯电轿车bZ3也分别以销售29298辆和25092辆，同比增长33.5%和205%。

一汽丰田2024年的销量目标为82万辆，并且希望挑战一下88万辆的战略目标，截至目前销量目标完成率是40.1%，进展不错。目前一汽丰田拥有了从小型SUV，紧凑型城市SUV，到中大型SUV，再到豪华硬派越野的完善产品矩阵，在满足用户全场景出行需求的同时，更为品牌向上注入全新动力。

广汽丰田方面，今年1-6月广汽丰田累计销量超过33.4万台。虽然说相比奇瑞汽车、比亚迪和吉利汽车有着不小的销量差距，但在合资阵营中已经不错。今年以来，广汽丰田旗下的多款车型都进行了升级和焕新，比如汉兰达、赛那和凯美瑞等。焕新后的产品车型也都处于销量爬坡期。所以无论是一汽丰田还是广汽丰田，2024年至今的市场表现虽然说有所起伏，但相比其他合资品牌来说，各自的市场表现还算是不错的。

大众汽车

大众汽车在华的销量目标方面，一汽-大众的追求是190万辆-200万辆，但是一汽-大众在上半年的销量成绩没有公布。上汽大众单一品牌给自己定的年销目标为120万辆以上，其中燃油车的家族占比100万辆以上，电动车年销目标为20万辆以上。

上汽大众上半年累计销量达51.2万辆，同比增长1.75%。其中新能源车终端交付量为5.7万辆，同比增长48%，ID.家族继续领跑合资阵营。上汽大众ID.家族6月单月新车交付10,572辆，同比提升170%；1-6月累计销量成为合资销冠，订单61,051辆，同比激增148%。相当于现在上汽大众KPI完成率是42.7%，其中新能源车KPI完成率已经达到50%，下半年达成销量目标并不难。

2024年，上汽大众单一品牌给自己定的年销目标为120万辆以上，其中燃油车的家族占比100万辆以上，电动车年销目标为20万辆以上，相当于现在上汽大众KPI完成率是42.7%，其中新能源车KPI完成率已经达到50%，下半年达成销量目标并不难。今年上汽大众在燃油车领域也持续发力，打造的“最聪明的油车”途观L Pro搭载大疆车载系统，这款基于中国路况研发的IQ. Pilot智能辅助驾驶系统，将带来颠覆传统的智驾体验，开启“油电同智”新时代。

起亚汽车

起亚汽车2024全球销量目标是320万辆，这份底气，主要是起亚的车型在海外市场有很大的份额，现代起亚是全球第三的企业。但是起亚今年1-6月份的销量成绩没有公布，目前只有悦达起亚的成绩。数据显示今年6月悦达起亚销量达到20655辆，同比增长32.7%。2024年上半年，悦达起亚累计生产整车105760辆，同比增长140.9%；累计销量达109589辆，同比增长73.1%。

今年上半年，悦达起亚在盐城市政府的支持下推进全球出口基地建设，在海外出口方面取得了不俗成绩，上半年出口销量位居合资车企第一。目前悦达起亚构建起EV5、索奈、赛图斯、K5、焕驰、狮铂拓界等多款车型的出口产品矩阵，出口国家覆盖中东、亚太、中南美等50多个国家。

除了整车出口外，悦达起亚还推进发动机出口，销往韩国、俄罗斯、斯洛伐克、捷克、印度、越南等国家。数据显示，自2018年12月启动发动机出口业务以来，截至2024年6月悦达起亚发动机出口累计超30万台。未来悦达起亚将持续扩大整车与发动机的出口规模，并将整车出口国家增加至80多个。但是关于悦达起亚的2024年度销量目标，目前没有公布。

百姓评车

虽然合资品牌依靠燃油车走量，依然获得较好的成绩，KPI完成率还可以，但是合资品牌在今年1-6月份的成绩普遍下跌。现在合资品牌在中国市场正面临一系列困境。由于决策流程相对较长，合资品牌在响应中国市场的快速变化时往往显得迟缓。此外合资品牌还需要在全球化与本土化之间找到平衡，一定程度上限制了其产品的灵活性和创新性。同时合资品牌的高定价也在一定程度上影响了其在中国市场的竞争力。

现在市场打得激烈的价格战，与之相配套的是产品战，也是产业链之战，所以合资企业想要改变的东西还有很多，既要提升新能源产品的功能配置，也需要壮大产业链，并推动汽车价格透明化。如果不及时转变观念，未来像广汽三菱、广汽菲克这样退出中国市场的合资品牌还会继续增多。

Who can meet the KPI mid-term exam for joint venture brands in the era of new energy?

With the soaring sales of new energy vehicles, the sales of domestic brand passenger cars continue to rise. The increasing market share of independent brands also means that the market share of joint venture brands is further eroded.

In July, the sales performance of most joint venture car companies in the first half of the year has been released, showing a year-on-year decline, deeply impacted by domestic new energy vehicles. This phenomenon not only reflects the challenges faced by joint venture brands in the face of intensified competition in the new energy vehicle market, but also suggests possible changes in the future market competition pattern. Through the sales performance in the first half of the year, we can further understand the KPI completion rate of joint venture car companies.

Honda Motor

Honda China announced its terminal car sales for June 2024 and the first half of the year. The data shows that Honda's terminal car sales in China in June 2024 were 68966 units, a year-on-year decrease of 39.04%; From January to June, there were 415906 vehicles, a year-on-year decrease of 21.48% compared to 78.5%. Honda China has not publicly disclosed the specific sales figures of its two joint venture car companies in June and the first half of the year.

Compared to the Chinese market, Honda has seen growth in other markets. Honda's cumulative sales in the US market in the first half of the year were 690281 vehicles, a year-on-year increase of 9.3%. Looking back at the Chinese market, the majority of Honda's sales in China still come from gasoline vehicles. Taking retail sales from January to May as an example, Honda's top three models in China were the Honda CR-V, Accord, and Civic, with sales of 72300 units, 54400 units, and 53300 units respectively, followed by the Haoying with 42500 units. In terms of the pure electric vehicle market, although Honda China has already laid out four models: e: NS1/e: NS2/e: NP1/e: NP2, the market presence is not high.

Honda has set its sales target in China for 2024 to 1.06 million vehicles, a 13% decrease from the previous year and a 40% decrease from the historical high of 2020. Based on the first half of this year, Honda China's KPI completion rate is now 39%, which is still a long way from the target. In September, Honda will launch the Lingxi L, and in December, it will launch a new SUV and a mid-term facelift of the Civic. Among them, Dongfeng Honda will increase the electrification ratio to 50% in 2025, no longer launch gasoline vehicles in 2027, and launch more than 10 pure electric models by 2030.

Nissan Automobile

This year, Nissan's global sales target is 3.7 million vehicles, but the target for the Chinese market has not been announced. Regarding the sales data of Zhengzhou Nissan and Nissan in the first half of the year, there is currently no official announcement. Currently, only Dongfeng Nissan's semi annual report is available. From January to June, Dongfeng Nissan delivered a total of 305196 new vehicles across all categories, a year-on-year increase of 11.5%. This is indeed quite impressive in the current environment of the rise of domestic brands and the general decline of Japanese car companies. After calculation, it was found that Dongfeng Nissan sold 53741 vehicles in June, and the Xuan Yi and Xiaoke are still the pillars of the brand. The monthly average sales of the Xuan Yi combination have stabilized over 20000, with a cumulative sales of 169499 vehicles. The average monthly sales of Xiaoke exceed 10000, with a cumulative sales of 61196 vehicles. And Tanlu has sold a total of 7344 vehicles.

2024 is a milestone year for Dongfeng Nissan. Amidst the ups and downs of the global automotive industry, Dongfeng Nissan has celebrated its 21st birthday with the shining debut of a new level model with six seats for both land and wheel drive, signaling a new milestone in the company's development. In terms of strategy, Dongfeng Nissan is accelerating the construction of localized research and development capabilities, aiming to respond to market changes with Chinese speed and technology. In the next three years, Dongfeng Nissan plans to launch five new energy vehicle models, including pure electric and hybrid, to compete for the incremental market of new energy vehicles.

However, facing fierce competition in the Chinese automotive market and the strong rise of domestic brands, it still faces significant challenges. To once again stand out in the Chinese automotive market, Dongfeng Nissan not only needs to accelerate the research and promotion of new energy vehicle models, but also needs to deeply understand the needs of Chinese consumers, strengthen local innovation, and improve the cost-effectiveness and innovation of its products. Only in this way can we establish ourselves in the fiercely competitive market and achieve the goal of annual sales of one million.

Toyota

Toyota's global target for this year is to sell 9.5 million vehicles. Although Toyota has not announced its overall results for the first half of the year, based on the sales volume of 4.04 million vehicles from January to May, it is estimated that its KPI completion rate for the first half of this year is already around 50%. Now Toyota's two joint venture brands in China have released their sales reports for the first half of the year.

Throughout the first half of the year, FAW Toyota sold 329067 vehicles in its terminal sales, with RAV4 Rongfang and Ruifang selling 78898 and 80209 vehicles respectively, a year-on-year increase of 11.7% and 48.4%. The high-end models Greyvia and pure electric sedan bZ3 also sold 29298 and 25092 units respectively, with a year-on-year increase of 33.5% and 205%.

FAW Toyota's sales target for 2024 is 820000 vehicles, and they hope to challenge their strategic target of 880000 vehicles. As of now, the completion rate of the sales target is 40.1%, indicating good progress. At present, FAW Toyota has a complete product matrix, ranging from small SUVs, compact city SUVs, to mid to large SUVs, and then to luxury hardcore off-road vehicles. While meeting the needs of users for all scenarios of travel, it injects new power into the brand.

From January to June this year, GAC Toyota's cumulative sales exceeded 334000 units. Although there is a significant sales gap compared to Chery, BYD, and Geely, it is already good in the joint venture camp. Since the beginning of this year, multiple models under GAC Toyota have been upgraded and refreshed, such as the Highlander, Sienna, and Camry. The newly renovated product models are also in a period of increasing sales. So whether it's FAW Toyota or GAC Toyota, although their market performance has fluctuated since 2024, their respective market performance is still relatively good compared to other joint venture brands.

VOLKSWAGEN

In terms of Volkswagen's sales target in China, FAW Volkswagen's pursuit is between 1.9 million and 2 million vehicles, but the sales performance of FAW Volkswagen in the first half of the year has not been announced. SAIC Volkswagen has set an annual sales target of over 1.2 million vehicles for its single brand, of which the family of gasoline vehicles accounts for over 1 million vehicles, and the annual sales target of electric vehicles is over 200000 vehicles.

SAIC Volkswagen's cumulative sales in the first half of the year reached 512000 vehicles, a year-on-year increase of 1.75%. The final delivery volume of new energy vehicles was 57000 units, a year-on-year increase of 48%, and the ID. family continued to lead the joint venture camp. SAIC Volkswagen ID. delivered 10572 new cars in June, a year-on-year increase of 170%; From January to June, the cumulative sales volume became the top selling joint venture, with orders of 61051 vehicles, a year-on-year surge of 148%. The current KPI completion rate of SAIC Volkswagen is 42.7%, with a new energy vehicle KPI completion rate of 50%. It is not difficult to achieve the sales target in the second half of the year.

In 2024, SAIC Volkswagen set an annual sales target of over 1.2 million vehicles for its single brand, with fuel powered vehicles accounting for over 1 million vehicles and electric vehicles accounting for over 200000 vehicles. This is equivalent to SAIC Volkswagen's current KPI completion rate of 42.7%, with a new energy vehicle KPI completion rate of 50%. It is not difficult to achieve the sales target in the second half of the year. This year, SAIC Volkswagen has also continued to make efforts in the field of gasoline vehicles, creating the "smartest gasoline vehicle", the Tiguan L Pro, which is equipped with the DJI in car system, an IQ developed based on Chinese road conditions The Pilot intelligent driving assistance system will bring a revolutionary intelligent driving experience and usher in a new era of "oil, electricity, and intelligence".

Kia Motors

Kia Automobile's global sales target for 2024 is 3.2 million vehicles, which is mainly due to Kia's large market share in overseas markets, and Hyundai Kia is the third largest enterprise in the world. However, Kia's sales performance from January to June this year has not been announced, and currently only Yueda Kia's performance is available. The data shows that the sales of Yueda Kia reached 20655 units in June this year, a year-on-year increase of 32.7%. In the first half of 2024, Yueda Kia produced a total of 105760 vehicles, a year-on-year increase of 140.9%; The cumulative sales reached 109589 units, a year-on-year increase of 73.1%.

In the first half of this year, Yueda Kia, with the support of the Yancheng Municipal Government, promoted the construction of a global export base and achieved impressive results in overseas exports. In the first half of this year, its export sales ranked first among joint venture car companies. At present, Yueda Kia has built an export product matrix for multiple models such as EV5, Sonar, Setus, K5, Huanchi, and Lion Platinum, covering more than 50 countries in the Middle East, Asia Pacific, central and South America.

In addition to exporting complete vehicles, Yueda Kia also promotes engine exports to countries such as South Korea, Russia, Slovakia, the Czech Republic, India, and Vietnam. according to data, since the launch of engine export business in December 2018, as of June 2024, the cumulative export of Yueda Kia engines has exceeded 300000 units. In the future, Yueda Kia will continue to expand the export scale of complete vehicles and engines, and increase the export of complete vehicles to more than 80 countries. However, the 2024 sales target for Yueda Kia has not been announced yet.

People's evaluation of cars

Although joint venture brands still achieved good results and achieved decent KPI completion rates based on the volume of fuel vehicles, their performance generally declined from January to June this year. Joint venture brands are currently facing a series of difficulties in the Chinese market. Due to the relatively long decision-making process, joint venture brands often appear slow in responding to the rapid changes in the Chinese market. In addition, joint venture brands also need to find a balance between globalization and localization, which to some extent limits the flexibility and innovation of their products. At the same time, the high pricing of joint venture brands has also to some extent affected their competitiveness in the Chinese market.

The fierce price war in the current market is accompanied by both product and industry chain wars. Therefore, there are still many things that joint ventures want to change. They need to improve the functional configuration of new energy products, strengthen the industry chain, and promote transparency in car prices. If we don't change our mindset in a timely manner, joint venture brands like GAC Mitsubishi and GAC Fiat that have withdrawn from the Chinese market will continue to increase in the future.

句子成分分析：(划分说明)  提示：框中标识可点击

[In the future], Yueda Kia will continue to expand the export scale (of completevehicles and engines), and increase the export (of complete vehicles) to [morethan] 80 countries.

句子语法结构详解：

* continue 为谓语，采用一般将来时。
* to expand 为不定式，作宾语。
* increase 为不带 to 的不定式。
* will 为情态动词。the 为定冠词。

句子相关词汇解释：

Phrase:

Vocabulary:

句子成分分析：(划分说明)  提示：框中标识可点击

Although joint venture brands still achieved good results || and achieved decentKPI completion rates based [on the volume (of fuel vehicles)], || their performance generally declined [from January to June this year].

句子语法结构详解：

* although 为连词，引导让步状语从句。
* 第1个 achieved 为谓语，采用一般过去时。
* and 为并列连词，连接并列句。
* achieved 为过去分词作定语
* rates 为系动词作谓语，采用一般现在时。动词采用第三人称单数形式。
* based 为形容词作表语。
* their 开头为陈述句。
* declined 为谓语，采用一般过去时。
* their 为形容词型物主代词。the 为定冠词。

句子相关词汇解释：

Phrase:

Vocabulary:

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