After the “micro growth” of the auto market in 2012, auto sales volume in January 2013 drew close attention from the industry and the media again. China Association of Automobile Manufacturers has recently unveiled the country’s auto production and sales data in January 2013. Data shows the passenger vehicle market was favorable in January 2013, with monthly sales volume of 1.7 million units, up 17.95 percent month on month and up 48.68 percent year on year.
SAIC Group, Dongfeng Motor Group and FAW Group ranked top three in sales volume among domestic automakers in January. In the top 10 placers, GWM’s sales grew fastest among private enterprises, registering a volume of 72,000 units, up 113 percent year on year, ranking 6th on the standings of sales in the country. Chery and Geely sat 8th and 9th with a volume of 60,900 units and 60,500 units, up 54.4 percent and 67 percent year on year. BYD sold 55,800 units, failing into the top 10.
In January, as one of the fastest-growing auto brands, GWM sold 34,000 Haval vehicles, 26,000 Great Wall passenger cars and 12,000 Wingle Pickups, up 176 percent, 84 percent and 64 percent year on year, and exported 5,856 units, up 28 percent year on year. As an outstanding representative of Chinese independent auto brands, GWM has got off to a flying start in 2013 by its superb product quality and favorable market reputation.
In recent years, GWM has accumulated strength and kept achieving success. In 2012, there were only three independent automakers that over-fulfilled sales targets, i.e. GWM, Dongfeng Fengshen and Geely. In 2012, GWM sold 620,000 units, up 28 percent year on year, 20,000 units above its annual sales target, and exported 96,000 units, up 16.1 percent year on year.
GWM attributes its sales success to Great Wall mode: strategy of focusing on three categories, vertical integration and excessive research investment. GWM values quality above quantity in its marketing strategy, persistently builds quality vehicles, and takes customer satisfaction as its most important strategic goal.
In 2013, GWM will continue to focus on three categories and concentrate on key models. It aims to sell 700,000 units including 560,000 units sold at home and 140,000 units exported. According to market performance, GWM’s all series of models has been falling short of demand since 2012. Referring to the plan for 2013, a relevant person in charge of GWM said, “Amid the fierce competition in the current auto market, we should know ourselves, size up the situation and work out practical plans. We aim to sell 700,000 vehicles in 2013 to continue perfecting product types.
An industry insider said the sales target of 700,000 vehicles has continued GWM’s route of operating steadily and practically and valuing product quality. GWM’s practice of not blindly pursuing sales, working out practical plans and developing products moderately is commendable.
