In the modern history of automotive Russia 2019 will enter the incredible increase in the sales of two Chinese brands. Long time in our car market there were no three-digit growth rates. Recall that for the year the number of cars sold Haval increased by 282%, that is, almost four of them, and Geely cars are 186%, almost three times.
Our channel is not remembered for such a phenomenal growth for those who have passed at least five years. Nevertheless, the fact remains a fact. But it seems that the shaft of Chinese foreign cars is overwhelmed by our car market. But the existence in different cities of the country, looking at the car stream, the eye rarely snags, then Geely Atlas, will rarely flashed with Haval F7. There is no shaft in the realities, but it turns out the game numbers. And with this phenomenon we will try to figure out.
It turns out that the achievements in the Russian market Chinese automakers are still modest. Yes, impressive high dynamics, but in absolute sizes, until the achievements look very modest. On the entire huge country, only 12,284 car HAVAL or 9,662 car Geely. It is not enough against the background of 216 thousand new Kia or 175 thousand new Hyundai.
That’s why so rarely they are found in the car stream in the city. According to the Avtostat Analytical Agency, Chinese brands have 2.3% in our country from all sales of new passenger models and crossovers. That is, from 50 who left one Chinese car dealership. Even in the pre-crisis 2013, this figure was greater — then it accounted for 3.8%. And for the entire current hype, the total share of Chinese marks over the past year increased only on some two tenths — in 2018 it was 2.1%.
So, here we revealed the first phenomenon of the Chinese shaft. In fact, this is not an ocean shaft, but only a weak wave of light breeze. If you allow such a comparison.
Long road in the dunes
Undoubtedly, the success of the dynamic development of Chinese brands in such a difficult period is the localization of models in the territory of the Russian Federation. Everyone already know that at a voluminous summer last year, HAVAL cars began to serially produce car moistener «Havale Motor Manuffchuring Rus». Our channel told about it repeatedly. In the neighboring Republic, Belarus also operates the company B Bellai, which series Geely cars. CHERY brand cars are produced in Kaliningrad.
But the Chinese automakers were shludred to this unknown, stinging their cones and studying invaluable experience. Recall that Brand Haval is the Stem of the Chinese automaker Great Wall (Great Wall). And here are a few facts of its expansion to the Russian car market.
The Great Wall company one of the first tried to establish the production of its cars on the Kaliningrad «Avtotor». It was in 2005. Then, in 2006, some models of this company began to produce at the assembly enterprise near Moscow village of Gzhel. She also received experience in the production of cars in the citadel of Chinese brands at the Deriver Plant in Karachay-Cherkessia. But this list was not limited. Later, production was established at the enterprise Irito under Lipetsk, and at the capacity of the company «Stavropol Auto». But all these projects for one or another reasons were minimized.
Before the crisis of 2009, Great Wall Motor concluded an agreement with the authorities of Tatarstan on the creation of a joint venture «Great Wall of Alabuga Auto», where the launch of production facilities in Elabuga was planned. The Chinese planned to invest about $ 100 million. But soon the crisis and the project was frozen, and then closed at all.
And only in 2015 Great Wall decides on the construction of its own factory in the Tula region. However, despite the scale of the new Tula enterprise (production capacity of 80 thousand cars per year, with a prospect of an increase of up to 150 thousand), it does not work at full capacity. Last year, only 6,084 car HAVAL left its conveyor. So with the output to full power will have to be closed.
Factors for Chinese tsunami
It is noteworthy that this brand chose a strategy for the development of the Russian automotive market in the most promising niche. In the market, Haval is known and is the leader in the production of crossovers, SUVs and pickups. Therefore, the range of cars produced, which the Chinese automaker serially produces in the Tula region consists of three models. This is a frame SUV H9, a medium-sized crossover F7 and f7x cross-coupe launched in autumn. Here the Chinese are tested by the Koreans through them. Which is formulated as follows: «For the same money more car.» At the same time, the price tag of the Haval F7 crossover (within 1.5-1.9 million rubles), by an average of 10-20% lower than that of competitors. And his competitors are famous. They are located in the popular class SUV C. These are medium-sized crossovers with the name. Such as Toyota Rav4, Nissan X-Trail, Volkswagen Tiguan, Kia Sportage. And haval goes on concessions to the buyer. He has already in the basic configuration there is climate control, heated steering wheel and windshield, invincible access and a number of other functions that other brands are offered at an additional cost.
In any case, Chinese cars need to do a big way before they can conquer customer confidence in the Russian market. Even with the successful development of sales of individual brands of Chinese cars, it takes time to make sure how reliable are reliable, durable and are available from the point of view of maintenance, and in addition that the residual price is at the level. How long will the process of conquesting such confidence take? Three to five to seven or ten years? By analogy, Korean brand took 10 years.
The greatest success will be able to achieve those companies that like Haval will decide to develop their own production. Here and the second successfulness in Russia, Geely brand demonstrates sales growth in much due to the fact that it began to invest in its own power. But they should consider that we have a powerful anti-Chinese lobby. After all, it is still not for nothing that Haval has no special flow with the Russian side, which means that state aid measures are closed for him, including the utilization fee compensation.
The past crisis of 2009 became a serious test for the Chinese automaker, but the ambitious Chinese automaker continued its struggle in the Russian market. Today, his position is stronger, and the crisis is not eternal. Let’s see how raging it will come out of it.