[Car Market Analysis]Compared with the election campaign, it is no less exciting, so there will be new changes every month in 2023

2021-2023Comparison of the number of automobile registrations in the total domestic market by year (Unit: vehicle)

2023Cumulative statistics from January to August: 312,637 vehicles

2022Cumulative statistics from January to August: 275,765 vehicles

Growth rate: +13.4%

※The total table data is based on the statistics of the Highway Administration of the Ministry of Transport on the number of new vehicle licenses.

Since Folklore Month starts on August 16, it seems that up to 50% of working days in the domestic auto market will be affected in traditional customs throughout August. However, after the rapid changes in the economy in recent years, and the global experience of the raging epidemic, Compared with July, the total number of new cars listed in August was only 35,421, or a decline of 16.4%, but overall, it actually increased slightly by nearly three percentage points compared with the same period last year, of which the domestic-import ratio was 52.9. : 47.1%, the cumulative growth rate from January to August is still 13.4% compared with the same period last year.

MG HS beats CR-V again, the medium and large sports leisure market is changing

In July, the fifth-generation CR-V retired. Finally, after the sixth-generation CR-V was launched in August, this domestic mid-to-large sports and leisure king, which has been king for many years, finally returned to more than 1,000 units, but only 15 units. Poor, losing to MG HS (1077 units), which also allowed the latter to enjoy the taste of stealing the championship in this category for two consecutive months.

However, Taiwan Honda is certainly not a fuel-efficient lamp. In August, with sufficient materials, the HR-V was able to obtain 605 listings with just a fuel-powered version. After accumulating and joining other members, Taiwan Honda still ranked first Even though the folk month accounts for half of the working days, it can still win the third place (Top 3) in total market sales in August 2023 with 2,170 vehicles. In fact, for both the market leader Hetai Group and the For the Chunghwa/Yulon Group, which is led by its fourth boss and continues to make unexpected achievements, apart from the fact that Taiwan Honda currently has only one domestically produced petrol-electric Fit e:HEV in production, people from all walks of life still hope that foreign car manufacturers can support it. More electrification technologies and components will allow all walks of life to pay attention again. After the general election early next year, from the development of new energy to ESG, an area that has been struggling recently, what will the Taiwanese government authorities do or can do?

In addition, the Hyundai brand has once again tasted the good taste of being among the Top 5. As the eldest brother of Korean car brands in the past, in recent years, whether it is the leader of the strong Korean entertainment culture that has swept the world, it has continued to use its soft power advantages. In addition to conquering the world, and after the traditional anti-Korean voices in the auto market have gradually decreased in the past, it has surpassed its Japanese competitors in the field of smart electric vehicles and has become the most powerful non-premium brand electric vehicle in China besides Tesla and German brands. The group, together with Hyundai, Kia and the newly renamed original Ssangyong Automobile (KG Mobility), can achieve continuous growth results no matter what they do.

I think what makes the general agent Nanyang Industrial exclaim again and again should be the astonishing market response and increasing new car orders after the Custin, a strategic-level million-million-level LMPV, has been domestically produced for many consecutive months. The number of new car listings has not only surpassed " The Sienta (549 units) of "Time is not a blessing" has even surpassed the Sienta (3661 units) with a cumulative number of 4,433 units listed from January to August, and also exceeded the monthly average number of listings (772 units). Its performance is like that of the once-famous Mitsubishi. Savrin. This means that although the entire market seems to be dominated by SUVs, the MPV market has become more expensive and diversified in recent years, especially after the epidemic, when the demand for family cars and international travel has exploded, and the business travel and connection markets have boomed. When a new car with good product performance is launched, it can almost achieve excellent order performance. Custin's performance so far has not only surpassed Tucson (3509 units), but also its price range is approaching the 1.5 million level. In terms of sales alone, This performance, I believe, has put the market leader Hetai Automobile under full pressure.

In 2023, the Year of the Black Rabbit, monthly car market changes hit unprecedented records

Looking at the domestic auto market in August, which was affected by the Folklore Month, we can find that the traditional impact of the Folklore Month is only lower. The values ​​of economic supremacy and living in the present have dominated the cultural trend of Taiwan's automobile consumer market after the epidemic, and every year this year The rankings of monthly car dealers and brands also continue to undergo surprising changes.

In addition to the aforementioned Hyundai, which has been among the Top 5 many times this year, Mercedes-Benz fell directly out of the Top 10 automakers in August. Of course, high-end brands are also affected by the traditional folk customs and the shortage of cars and materials at the original factory. , from the fact that the overall high-end car market fell by nearly 20% month-on-month compared with July, even surpassing the overall imported car market, it can be seen that compared with general and domestic brands, the larger decline still affects the overall buying sentiment.

In addition, Volkswagen Taiwan ranked sixth (Top 6) among car manufacturers in the market with 1,616 units. It is obvious that in recent years, although all of them are imported, the communication between marketing, publicity and after-sales service has been poor. On the other hand, the adoption of a more localized strategy has worked. If it were not for the lack of materials for Volkswagen Business Travel that affected the delivery schedule of T7/T6.1 and camper vans, the accumulated listing data from January to August would not only have exceeded 10,000 (11,190 vehicles), but according to the current Not only is the progress confirmed to surpass Mazda (9,307 units), but the new energy product layout for 2024 will be announced in September, which is also expected to make Volkswagen Taiwan move in a more positive direction.

Tesla makes another big move to cut prices, continuing to affect changes in the new energy market

Earlier this year, Tesla Taiwan lowered the prices of its entire series in one fell swoop. After a large number of Model Y vehicles were delivered, it not only replaced the currently lacking Model 3, but was confirmed to become Taiwan's new all-electric car in 2023. A new version of the Model Y will be introduced again in the summer. The move of X and Model S will undoubtedly once again set off unprecedented waves in both the electric vehicle and high-end car circles. In addition to Tesla’s strong supply position in ICT, raw materials, and components, Tesla is expected to launch a price reduction strategy in various markets, as well as Elon Musk’s recent public talks and tweets. It can be seen that Tesla has a strong position in the electric vehicle industry. The strategy will shift to focus on defending market share and expanding the market territory. Of course, this is a good thing for the consumer public, and of course he has concretely felt that the global car industry and traditional car manufacturers have recently been sharpening their knives to challenge their dominance of electric vehicles. pressure.

In any case, 2023 will not only be Tesla’s best year for new car launches in Taiwan, but it will also make it difficult for more competitors to sit back and watch, just like Taiwan’s Volkswagen will no longer sit back and watch parallel importers introduce ID.3 ID.Buzz announced that it will introduce ID.4, ID.5, and GTX performance models in the first half of next year; while Skoda Taiwan also announced that it will introduce the Enyaq series of pure electric SUV products. For many years, the imported car industry in Taiwan has been dominated by Japanese brands. Now there is finally a possible competitive opportunity. If you don't act quickly, don't forget that in addition to the Korean competitors who dominate global entertainment culture and are booming, There are also Chinese concept stocks that are rushing to attack the global affordable electric vehicle market and are also preparing to aggressively plant their flags in the market with their cost-effective advantages.

Ming Yi

Top 10 best-selling car series in the total market in August 2023

(Note: The total number of listings of MG HS last year was based on the four months from September to December.)

Number of brands listed by the Top 10 car manufacturers in August 2023

Number of listings of the Top 10 imported passenger car brands in August 2023

Number of listings of Top 10 premium passenger car brands in August 2023

Ranking of the number of domestic passenger car series listed in August 2023

Ranking of imported passenger car series by number of listings in August 2023

Ranking of electric vehicle listings in August 2023

Number of listings of super luxury and rare cars in August 2023