销售总结报告课件.ppt

1、五五区销售分组会区销售分组会20142014年年1 1月月2020日日 2013年豪华车市场状况及2014年展望 2013年凯迪拉克五区销售表现及盈利分析 2014重点商务政策解析 上半年销售节奏 重点项目 金融置换 培训项目 DCC DOS明访调整-NQA 销售积分项目 ATS经销商人员购车计划主主要内容要内容 2013年豪华车市场状况及2014年展望 2013年凯迪拉克五区销售表现及盈利分析 2014重点商务政策解析 上半年销售节奏 重点项目 金融置换 培训项目 DCC DOS明访调整-NQA 销售积分项目 ATS经销商人员购车计划主主要内容要内容20132013年年112112月月豪华品

2、牌增长情况豪华品牌增长情况(批发数批发数)数据源：中汽协批发销量和海关进出口数据 12月，前10品牌批发量整体增幅略低于整体市场，ABB未出现大幅冲量，单月份额流失；凯迪拉克单月份额再创新高 112月，前10品牌批发量整体增长16.3%；捷豹领涨，奔驰份额流失2.5%；凯迪拉克全年份额提升0.9%408,554 310,823 195,560 63,126 49,404 38,473 30,010 30,312 31,114 7,267 489,586 355,983 194,207 62,967 59,254 55,012 50,005 36,462 32,712 18,045 AUDIBM

3、WBENZLEXUSLAND ROVERVOLVOCADILLACPORSCHEMINIJAGUAR12 11213 11229,998 21,696 20,736 2,786 2,094 2,937 2,997 1,662 1,821 223 38,748 33,101 22,642 9,440 7,903 7,288 6,825 3,293 3,232 1,594 AUDIBMWBENZLAND ROVERLEXUSCADILLACVOLVOMINIPORSCHEINFINITI12-1213-122013.122013.01 12前前10合计合计 Top 1054.2%89.3%-1.4

4、%豪华品牌销量豪华品牌销量 增速增速 份额份额 变化变化 Luxury Brand W/S G/R Share Var.29.2%25.8%-5.5%52.6%22.0%-0.6%9.2%15.1%-6.5%238.8%6.3%3.4%277.4%5.3%3.1%148.1%4.9%1.8%127.7%4.5%1.4%98.1%2.2%0.5%77.5%2.2%0.3%614.8%1.1%0.8%豪华品牌销量豪华品牌销量 增速增速 份额份额 变化变化 Luxury Brand W/S G/R Share Var.前前10合计合计 Top 1016.3%87.2%-2.5%19.8%31.5%0

5、.1%14.5%22.9%-1.0%-0.7%12.5%-2.5%-0.3%4.1%-0.8%19.9%3.8%0.0%43.0%3.5%0.6%66.6%3.2%0.9%20.3%2.3%0.0%5.1%2.1%-0.3%148.3%1.2%0.6%20132013年年111111月月豪华品牌增长情况豪华品牌增长情况(上牌数上牌数)35,463 28,257 17,349 4,132 4,034 5,993 3,108 3,422 2,085 819 43,606 30,849 17,710 5,997 5,810 5,711 4,474 3,480 2,111 1,465 AUDIBMWB

6、ENZLEXUSVOLVOLAND ROVERCADILLACPORSCHEMINIINFINITI12-1113-11数据源:公安部上牌数据 11月，豪华车前10品牌同比增长15.8%，英菲尼迪单月领涨，奔驰、宝马增幅较低，份额流失；凯迪拉克份额提升至3.6%111月，豪华车前10品牌增幅较前期回落；雷克萨斯凭近两个月稳定表现，上牌超越去年同期；凯迪拉克份额继续提升19.9%3.6%-5.1%-2.2%3.9%30.0%38.2%55.0%2.8%92.4%2.9%-1.5%-2.6%-0.6%-0.3%0.6%0.6%0.8%-0.1%0.5%34.6%25.1%16.3%5.1%4.7%

7、3.9%3.0%2.9%1.8%1.2%2013.11357,270 270,125 183,283 58,675 60,955 41,227 26,324 27,695 19,277 6,352 434,114 335,463 192,891 66,013 62,334 53,807 37,408 34,836 23,212 13,826 AUDIBMWBENZLAND ROVERLEXUSVOLVOCADILLACPORSCHEMINIJAGUAR12 11113 1112013.01 11豪华品牌销量豪华品牌销量 增速增速 份额份额 变化变化 Luxury Brand W/S G/R S

8、hare Var.前前10合计合计 Top 1015.8%98.2%-0.8%豪华品牌销量豪华品牌销量 增速增速 份额份额 变化变化 Luxury Brand Reg.G/R Share Var.23.0%35.3%1.8%9.2%25.0%-1.7%2.1%14.4%-2.1%45.1%4.9%0.9%44.0%4.7%0.9%-4.7%4.6%-1.0%44.0%3.6%0.7%1.7%2.8%-0.4%1.2%1.7%-0.3%78.9%1.2%0.4%豪华品牌销量豪华品牌销量 增速增速 份额份额 变化变化 Luxury Brand Reg.G/R Share Var.21.5%34.1

9、%0.7%24.2%26.4%1.1%5.2%15.2%-2.0%12.5%5.2%-0.3%2.3%4.9%-0.8%30.5%4.2%0.4%42.1%2.9%0.5%25.8%2.7%0.1%20.4%1.8%0.0%117.7%1.1%0.5%前前10合计合计 Top 1019.3%98.5%0.3%20132013年各省凯迪拉克和主要竞品豪华车市场份额年各省凯迪拉克和主要竞品豪华车市场份额豪华车市场，凯迪拉克整体份额同比持续增加；份额超过3%的省份主要集中在中西部及山东、江苏、上海新疆XJ西藏XZ青海QH四川SC云南YN贵州GZ广西GX广东GD湖南HuN湖北HuB江西JX福建FJ浙江

10、ZJ上海SH江苏JS河北HeB河南HeN山东SD北京BJ天津TJ甘肃GS安徽AH陕西SHX山西SX宁夏NX内蒙古 NMG黑龙江HLJ吉林JL辽宁LN重庆CQ海南HaN M/S 3%2%M/S 3%M/S 2%数据源:公安部上牌数据2.2%2.5%2.5%2.9%2.5%2.6%3.0%3.1%3.5%2.9%Tier 1Tier 2Tier 3Tier 4Total12 1110.4%0.4%0.6%0.5%0.5%20132013年年111111月月豪华车层级和省份整体情况豪华车层级和省份整体情况层级层级市场市场 Tier City数据源:公安部上牌数据前前15省份省份 Top15 Prov

11、incesCadillac M/SVar.111月,豪华车4线市场表现强势，比重增加1.1%；河南、两湖、川渝等省市同比大幅增长，河南、四川份额增加0.7%凯迪拉克全线市场增速领先，1线市场份额略低，3线市场份额增幅最大13 111TotalTier CityVol.G/R Weight Var.Tier 1411,507 16.6%32.3%-0.6%Tier 2428,863 17.6%33.7%-0.4%Tier 3253,076 18.5%19.9%-0.1%Tier 4179,010 29.0%14.1%1.1%Total1,272,456 18.9%Provinces2013 11

12、12013 111VolumeG/RShareVar.1 浙江ZJ165,39010.3%13.0%-1.0%2 广东GD138,69121.2%10.9%0.2%3 江苏JS125,38118.0%9.9%-0.1%4 北京BJ98,9445.9%7.8%-1.0%5 四川SC70,77836.4%5.6%0.7%6 山东SD62,80819.4%4.9%0.0%7 上海SH58,1704.4%4.6%-0.6%8 福建FJ48,58814.6%3.8%-0.1%9 河南HeN47,36745.9%3.7%0.7%10 河北HeB43,78926.9%3.4%0.2%11 辽宁LN42,69

13、312.2%3.4%-0.2%12 陕西SHX33,1087.0%2.6%-0.3%13 湖南HuN31,89638.4%2.5%0.4%14 重庆CQ31,19332.0%2.5%0.2%15 湖北HuB30,59740.6%2.4%0.4%Top 15 Total1,029,393 18.2%80.9%-0.5%13 111CadillacTier CityVol.G/RWeightVar.Tier 110,719 36.8%28.7%-1.1%Tier 212,696 38.0%33.9%-1.0%Tier 37,80948.9%20.9%0.9%Tier 46,18452.9%16.5

14、%1.2%Total37,408 42.1%20132013年年111111月月豪华豪华车各车各层级市场前层级市场前1010品牌市场份额品牌市场份额豪华车市场各层级市场前豪华车市场各层级市场前10品牌品牌市场市场份额份额Top 10 Brand Share in Luxury Market by Tier数据源:公安部上牌数据 111月，宝马品牌在3、4线市场发力，4线份额提升2.5%，4线市场奔驰、雷克萨斯等多品牌份额流失 凯迪拉克全线市场份额提升，在3线市场尤为显著No.1Tier 1No.2Tier 2No.3Tier 3No.4Tier 4No.G/RM/SNo.G/RM/SNo.G/

15、RM/SNo.G/RM/S1AUDI32.6%0.7%1AUDI32.7%1.1%1AUDI35.6%0.4%1AUDI39.0%-0.3%2BMW26.1%1.0%2BMW26.6%0.7%2BMW26.7%1.2%2BMW25.8%2.5%3BENZ16.4%-1.8%3BENZ15.1%-2.4%3BENZ14.7%-1.7%3BENZ13.1%-1.3%4LEXUS4.9%-0.8%4LEXUS5.7%-0.5%4 LAND ROVER5.3%-0.4%4 LAND ROVER5.8%-0.2%5VOLVO4.9%0.5%5 LAND ROVER5.4%-0.3%5VOLVO4.3%0

16、.3%5LEXUS3.8%-1.3%6 LAND ROVER4.6%-0.3%6VOLVO4.0%0.5%6LEXUS4.3%-0.8%6CADILLAC3.5%0.5%7PORSCHE2.8%-0.1%7CADILLAC3.0%0.4%7CADILLAC3.1%0.6%7VOLVO3.1%-0.1%8CADILLAC2.6%0.4%8PORSCHE3.0%0.3%8PORSCHE2.3%0.2%8PORSCHE2.9%0.6%9MINI2.3%0.1%9MINI1.9%0.0%9MINI1.5%0.0%9JAGUAR1.0%0.4%10JAGUAR1.1%0.5%10JAGUAR1.1%0.

17、5%10 JAGUAR1.1%0.5%10 MINI0.9%-0.2%Top 10 Total98.3%0.3%Top 10 Total98.5%0.2%Top 10 Total98.9%0.3%Top 10 Total98.8%0.5%No.1Tier 1No.2Tier 2No.3Tier 3No.4Tier 4No.G/RM/SNo.G/RM/SNo.G/RM/SNo.G/RM/S1AUDI32.6%0.7%1AUDI32.7%1.1%1AUDI35.6%0.4%1AUDI39.0%-0.3%2BMW26.1%1.0%2BMW26.6%0.7%2BMW26.7%1.2%2BMW25.8%

18、2.5%3BENZ16.4%-1.8%3BENZ15.1%-2.4%3BENZ14.7%-1.7%3BENZ13.1%-1.3%4LEXUS4.9%-0.8%4LEXUS5.7%-0.5%4 LAND ROVER5.3%-0.4%4 LAND ROVER5.8%-0.2%5VOLVO4.9%0.5%5 LAND ROVER5.4%-0.3%5VOLVO4.3%0.3%5LEXUS3.8%-1.3%6 LAND ROVER4.6%-0.3%6VOLVO4.0%0.5%6LEXUS4.3%-0.8%6CADILLAC3.5%0.5%7PORSCHE2.8%-0.1%7CADILLAC3.0%0.4

19、%7CADILLAC3.1%0.6%7VOLVO3.1%-0.1%8CADILLAC2.6%0.4%8PORSCHE3.0%0.3%8PORSCHE2.3%0.2%8PORSCHE2.9%0.6%9MINI2.3%0.1%9MINI1.9%0.0%9MINI1.5%0.0%9JAGUAR1.0%0.4%10JAGUAR1.1%0.5%10JAGUAR1.1%0.5%10 JAGUAR1.1%0.5%10 MINI0.9%-0.2%Top 10 Total98.3%0.3%Top 10 Total98.5%0.2%Top 10 Total98.9%0.3%Top 10 Total98.8%0.5

20、%20132013年年111111月月豪华豪华车前车前1010省份前省份前1010品牌市场份额品牌市场份额No.1浙江 Zhejiang2广东 Guangdong3江苏 Jiangsu4北京 Beijing5四川 SichuanModelM/SVar.ModelM/SVar.ModelM/SVar.ModelM/SVar.ModelM/SVar.1AUDI33.8%1.4%BMW27.1%1.1%AUDI34.0%1.5%AUDI35.9%2.4%AUDI34.4%-1.4%2BMW31.7%1.9%AUDI26.8%0.3%BMW26.6%0.1%BMW24.2%0.7%BMW26.2%1.

21、5%3BENZ11.9%-3.7%BENZ16.9%-0.2%BENZ17.5%-3.4%BENZ17.7%-3.5%BENZ16.7%-0.6%4LEXUS5.2%-0.2%LEXUS11.5%-1.8%LEXUS4.4%-0.7%VOLVO6.9%0.8%LAND ROVER5.8%-0.3%5 LAND ROVER5.2%-0.5%LAND ROVER4.9%0.0%VOLVO4.0%0.7%LAND ROVER3.8%-0.8%VOLVO3.9%0.8%6PORSCHE3.1%0.3%PORSCHE3.3%-0.2%CADILLAC3.8%0.9%PORSCHE2.3%0.0%CADI

22、LLAC3.4%0.3%7MINI2.3%0.3%VOLVO3.3%0.4%LAND ROVER3.3%0.2%MINI2.2%0.3%PORSCHE2.7%0.1%8VOLVO2.2%0.2%CADILLAC2.1%0.2%MINI2.2%0.1%LEXUS2.1%-0.5%LEXUS2.7%-0.8%9CADILLAC2.1%0.1%MINI1.5%0.0%PORSCHE1.9%0.4%CADILLAC2.1%0.5%MINI1.6%-0.3%10JAGUAR1.1%0.5%JAGUAR0.9%0.4%JAGUAR1.0%0.5%INFINITI1.2%-0.4%JAGUAR1.0%0.5

23、%Top 10 Total98.7%0.4%Top 10 Total98.3%0.2%Top 10 Total98.6%0.2%Top 10 Total98.4%-0.4%Top 10 Total98.5%0.0%No.6山东 Shandong7上海 Shanghai8福建 Fujian9河南 Henan10河北 HebeiModelM/SVar.ModelM/SVar.ModelM/SVar.ModelM/SVar.ModelM/SVar.1AUDI37.5%0.8%AUDI32.8%1.1%BMW28.3%-0.2%AUDI36.3%1.4%AUDI35.6%-0.5%2BMW24.9%0

24、.2%BMW25.0%1.3%AUDI26.9%1.6%BMW27.4%1.5%BMW29.5%2.2%3BENZ15.0%-1.9%BENZ15.4%-2.4%BENZ16.4%-2.8%BENZ15.0%-1.8%BENZ14.9%-1.3%4VOLVO5.5%0.1%LEXUS5.1%-1.0%LEXUS7.8%-0.2%LAND ROVER5.9%0.6%LAND ROVER5.9%-0.4%5LAND ROVER4.4%0.3%VOLVO4.8%0.5%LAND ROVER5.6%0.2%CADILLAC4.1%0.4%VOLVO3.4%-0.6%6CADILLAC4.3%0.8%L

25、AND ROVER4.3%0.1%PORSCHE4.2%1.0%VOLVO3.2%0.0%LEXUS2.7%-0.2%7LEXUS3.5%-0.3%CADILLAC3.7%0.6%VOLVO3.2%0.3%LEXUS2.6%-1.9%CADILLAC2.6%0.5%8PORSCHE1.7%0.1%PORSCHE3.1%-0.5%CADILLAC2.6%-0.1%PORSCHE2.0%-0.3%MINI1.7%-0.1%9MINI1.2%-0.1%MINI2.3%-0.1%JAGUAR1.8%0.8%MINI1.3%0.1%PORSCHE1.6%0.0%10JAGUAR1.0%0.4%JAGUA

26、R1.6%0.5%MINI1.8%-0.2%JAGUAR1.1%0.6%JAGUAR1.1%0.6%Top 10 Total99.2%0.4%Top 10 Total97.9%0.1%Top 10 Total98.5%0.3%Top 10 Total98.9%0.5%Top 10 Total99.2%0.3%豪华车市场前豪华车市场前10省份前省份前10品牌品牌市场市场份额份额Top10 Brand in Top10 Province in Luxury Market数据源:公安部上牌数据 111月，奔驰前十省份份额下滑，江浙、北京等省市份额流失均超过3%；沃尔沃在京沪、山东等省市份额较高，排名

27、靠前 凯迪拉克多省份份额增长，排名提升；但福建省份额下滑中级豪华车价格走势中级豪华车价格走势7.5%5.8%7.6%8.9%8.0%7.2%7.2%7.9%8.4%8.5%9.2%9.9%10.7%11.2%11.1%8.7%8.3%100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0%89.2%88.3%86.6%85.3%85.2%86.0%85.9%85.3%84.5%84.3%83.7%83.1%82.4%81.9%82.0%82.1%8

28、2.2%0%10%20%30%40%50%50%60%70%80%90%100%JulAugSepOctNovDecJan Feb Mar Apr May Jun Jul Aug Sep Oct NovDiscountMSRPTP中级豪华车市中级豪华车市场价场价格指格指数走数走势势 Lux.Car-4 Price Index20132013年全年年全年下降下降3.7%3.7%中级豪华车市场折扣跟踪中级豪华车市场折扣跟踪51,00049,20039,90031,30033,200 27,100S80LBENZ EA6LLEXUS ESXTSBMW 5折扣折扣 Dis.11月月第四周第四周W4 o

29、f Nov.12月月第一周第一周W1 of Dec.12月月第二周第二周W2 of Dec.当前当前vs.上周情况上周情况VS.Last Week当前当前vs.11月情况月情况VS.Nov.折扣变化折扣变化Dis.VAR 变化率变化率VAR Rate 折扣变化折扣变化 Dis.VAR变化率变化率VAR Rate S80L48,200 48,100 51,000 2,900 6.0%2,800 5.8%BENZ E45,200 45,400 49,200 3,800 8.4%4,000 8.8%A6L45,700 42,900 39,900-3,000-7.0%-5,800-12.7%LEXUS

30、 ES 32,800 33,000 31,300-1,700-5.2%-1,500-4.6%XTS31,000 30,500 33,200-300-1.0%-800-2.6%BMW 528,700 27,300 27,100-200-0.7%-1,600-5.6%68,40058,20066,90043,80042,000 35,100Average Discount Max.Discount入门级豪华车价格走势入门级豪华车价格走势9.7%4.1%6.6%7.7%9.5%8.3%8.0%8.5%9.7%9.9%10.4%11.1%11.9%12.9%13.0%10.2%10.1%100.3%1

31、00.3%100.3%100.3%100.3%100.3%100.3%100.3%100.3%100.3%100.3%100.3%100.3%100.3%100.4%100.4%100.4%85.0%84.2%81.8%80.9%79.3%79.3%79.5%79.1%78.0%77.9%77.4%76.9%76.1%75.8%75.8%75.8%75.6%0%10%20%30%40%50%50%60%70%80%90%100%JulAugSepOctNovDecJan Feb Mar Apr MayJun JulAug Sep Oct Nov DiscountMSRPTP入门级豪华车市入门级

32、豪华车市场价场价格指格指数走数走势势 Lux.Car-3 Price Index20132013年全年年全年下降下降3.9%3.9%入门级豪华车市场折扣跟踪入门级豪华车市场折扣跟踪81,70049,20039,40031,80029,3000 CTSBENZ CS60BMW 3A4LATS折扣折扣 Dis.11月月第四周第四周W4 of Nov.12月月第一周第一周W1 of Dec.12月月第二周第二周W2 of Dec.当前当前vs.上周情况上周情况VS.Last Week当前当前vs.11月情况月情况VS.Nov.折扣变化折扣变化Dis.VAR 变化率变化率VAR Rate 折扣变化折扣

33、变化 Dis.VAR变化率变化率VAR Rate CTS84,500 84,500 81,700-2,800-3.3%-2,800-3.3%BENZ C40,800 43,400 49,200 5,800 13.4%8,400 20.6%S6038,500 38,600 39,400 800 2.1%900 2.3%BMW 331,400 31,200 31,800 600 1.9%400 1.3%A4L33,400 31,100 29,300-1,800-5.8%-4,100-12.3%ATS00000.0%00.0%95,50053,00044,30042,40047,30010,000

34、Average Discount Max.Discount紧凑型豪华紧凑型豪华SUVSUV价格走势价格走势4.6%5.2%4.9%5.8%5.5%4.6%4.0%4.5%4.3%4.7%3.7%4.4%5.2%5.1%5.0%5.2%5.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.1%100.1%100.1%100.1%100.1%100.1%100.1%93.1%92.4%92.2%91.5%90.6%91.5%92.0%91.6%91.0%90.6%90.4%89.8%89.1%88.9%88.7%88

35、.5%88.6%0%6%12%18%70%76%82%88%94%100%JulAugSepOctNovDecJan Feb Mar Apr May June July Aug Sep Oct NovDiscountMSRPTP紧凑型豪华紧凑型豪华SUV价格指数价格指数走走势势 Luxury SUV-3 Price Index20132013年全年年全年下降下降3.4%3.4%紧凑型豪华紧凑型豪华SUVSUV市场折扣跟踪市场折扣跟踪44,20041,50037,30031,10023,90012,200SRXBENZ GLKLEXUS RXXC60X3Q5折扣折扣 Dis.11月月第四周第四周

36、W4 of Nov.12月月第一周第一周W1 of Dec.12月月第二周第二周W2 of Dec.当前当前vs.上周情况上周情况VS.Last Week当前当前vs.11月情况月情况VS.Nov.折扣变化折扣变化Dis.VAR 变化率变化率VAR Rate 折扣变化折扣变化 Dis.VAR变化率变化率VAR Rate SRX44,200 44,200 44,200 0 0.0%0 0.0%BENZ GLK35,400 35,400 41,500 6,100 17.2%6,100 17.2%LEXUS RX 34,900 35,700 37,300 1,600 4.5%2,400 6.9%XC

37、6030,400 30,500 31,100 600 2.0%700 2.3%X319,200 19,500 23,900 4,400 22.6%4,700 24.5%Q514,000 14,000 12,200-1,800-12.9%-1,800-12.9%49,10051,40048,50037,20047,50017,600Average Discount Max.Discount20132013年凯迪拉克年凯迪拉克W/SW/S销量和行业对比销量和行业对比20122012年年20132013年年行业行业CadillacCadillac行业行业CadillacCadillac销量销量市占率

38、销量销量增幅销量市占率销量增幅Lux SUV3Lux SUV3208,71421,69821,69810%10%252,32620.9%26,89726,89710.7%10.7%24.024.0%Inter LuxInter Lux368,9947,0077,0071.9%1.9%446,652 21.0%20,10120,1014.5%4.5%186.9186.9%Entry LuxEntry Lux262,558-323,695 23.3%-TotalTotal 1,086,851 30,01030,0102.8%2.8%1,553,3111,553,31119.6%19.6%50,00

39、550,0053.2%3.2%66.6%66.6%20132013年凯迪拉克总体销量增幅年凯迪拉克总体销量增幅66.6%66.6%，高于行业增幅，高于行业增幅41.6%41.6%SRXSRX销销量增幅量增幅24%24%，XTSXTS基本实现销量基本实现销量及及市占率目标市占率目标ModelSegment20132014Q1Q2Q3Q4Q1Q2Q3Q4FlagshipHigh LuxyrtATS/ATSLInter LuxuryXTSInter LuxuryCTSEntry LuxurySRXLuxury SUVEscalade凯雷德Luxury SUVMCE S80LMCE Benz EACU

40、R A RLXQ3MCE Q5NG BMW X6注：红色字体为进口车型Note:Red refers to SUP AUDI S3NG BMW X5NG Benz GLMCE Benz GLkNG BMW M3MCE BMW 5Series-LiVOLVO XC60NG LANDROVERRANGEROVER NG LEXUS GXNG BMW X3NG Benz GLANG Benz CNG Benz S2013-20142013-2014竞品上市情况竞品上市情况Infinity Q50L20142014年年豪华车市场销量预测豪华车市场销量预测Segment 20132014F销量销量增长率

41、增长率 权重权重变化变化 销量销量增长率增长率 权重权重变化变化 High Luxury105430-21.8%6.8%-3.6%99000-6.1%5.4%-1.4%Inter Luxury446652 21.0%28.8%0.4%50400012.8%27.7%-1.1%Entry Luxury323695 23.3%20.8%0.6%37600016.2%20.6%-0.2%Compact Luxury 157006 24.4%10.1%0.4%24600056.7%13.5%3.4%Luxury SUV494161 28.1%31.8%2.1%56700014.7%31.1%-0.7%

42、Luxury Sports26367 25.1%1.7%0.1%3000013.8%1.6%-0.1%Luxury Total1553311 19.6%100.0%0.0%1822000 17.3%100.0%0.0%n 凯迪拉克所在的三个细分市场中，中级豪华车市场增长率达28.8%，入门级豪华车市场增长率达20.8%，豪华SUV市场增长率达31.8%n 三个细分市场占总体豪华车市场权重的81%，凯迪需抓紧机遇并取得突破20142014年豪华车市场容年豪华车市场容量和凯迪拉克销量量和凯迪拉克销量Segment Segment 20142014年年 FCTFCT14/1314/13 增增幅幅行业

43、行业CadillacCadillac行业行业CadillacCadillacLux SUV3Lux SUV3289,518289,51829,00029,00014.714.7%10.8%10.8%Inter LuxuryInter Luxury504,000504,00027,50027,50012.8%12.8%36.8%36.8%Entry LuxuryEntry Luxury376,000376,00015,00015,00016.2%16.2%-豪华车市场总量豪华车市场总量1,822,0001,822,00071,50071,50017.3%17.3%35.0%35.0%201420

44、14年凯迪拉克年凯迪拉克批发批发总数突破总数突破71,50071,500台台 SRXSRX继续保持行业增长水平，全年突破继续保持行业增长水平，全年突破2900029000台台 XTSXTS保质保量保质保量，力争每月保证，力争每月保证25002500台，全年达到台，全年达到2750027500台台 2013年豪华车市场状况及2014年展望 2013年凯迪拉克五区销售表现及盈利分析 2014重点商务政策解析 上半年销售节奏 重点项目 金融置换 培训项目 DCC DOS明访调整-NQA 销售积分项目 ATS经销商人员购车计划主主要内容要内容20132013年五年五区回顾区回顾-各各项指标达项指标达成

45、成目标状态完成情况 XTS销量任务100%达标销售2794台，完成率85%SRX销量任务100%达标销售4279台，完成率104%,同比增长25%五区市占率达到全国水平五区市占率2.1%,低于全国0.8%开业1年以上12家以上经销商排名进入前50名9家经销商进入前50名 SS1大区排名前一，没有经销商排名全国后十Q4平均分:044，大区排名全国第一20132013年年经经销商总体销销商总体销量量回顾回顾 五区销量同比增长51%,与全国持平 唐山/山西/天津增长远高于大区 9位经销商排名前50,有望争取年度星级奖 通孚祥作为新经销商表现突出,排名37 保定/长春的排名下降,值得重视经销商经销商2

46、0132013年年销量销量同比增率同比增率2013年排名年排名同期排名变化同期排名变化北京达世行华威58057%237 7 北京达世行北苑948-2%40 0 北京达世行亦凯189600%-北京达世行集团北京达世行集团1717171726%26%-辽宁鑫卡迪909-5%50 0 锦州鑫卡迪47-盘锦鑫卡迪85-丹东鑫卡迪10-大连鑫卡迪114-101-9-9 沈阳汽贸沈阳汽贸1165116521%21%-北京凯迪行85037%77 7 北京康顺凯迪46-124-天津四联空港50062%2716 16 河北元兴行47736%324 4 北京通孚祥450-37内蒙古泰祥38539%432 2 鄂尔

47、多斯新丰泰凯盛34-53%131-63-63 包头泰祥6-153-山西显通38380%4410 10 哈尔滨康顺俊凯29-135-保定轩宇杰骜30939%56-5-5 唐山荣川凯爵293109%603 3 长春宏明29938%59-7-7 大连驰敖凯迪26366营口驰敖2邯郸星凯155-93五区五区TotalTotal7363736352%52%全国全国TotalTotal443214432151%51%20132013年截至年截至1111月月五五区各地市场份额回区各地市场份额回顾顾市场市场CadillacCadillac市占率市占率市场容量市场容量零售上报零售上报2013年截至11月同比20

48、13年截至11月同比增幅2013vs2012全国全国2.9%0.5%1272590 20%51%五区五区2.1%0.5%289163 13%52%北京市北京市2.1%2.1%0.5%0.5%98961 98961 7%7%51%51%天津市天津市1.9%1.9%0.5%0.5%25672 25672 29%29%62%62%沈阳市3.6%0.5%14649 19%9%大连市2.0%0.8%14071 10%602%辽宁省辽宁省2.6%2.6%0.7%0.7%42704 42704 13%13%41%41%石家庄市3.1%0.3%11675 37%36%保定市4.7%0.7%5566 30%39

49、%邯郸市3.3%1.9%4280 38%唐山市2.6%1.0%6952 3%109%河北省河北省2.6%2.6%0.5%0.5%43793 43793 28%28%73%73%呼和浩特市4.2%1.5%5705-1%39%鄂尔多斯市2.4%0.7%2792-28%-53%包头市1.5%0.3%2648-21%内蒙古自治区内蒙古自治区2.6%2.6%0.6%0.6%19361 19361-6%-6%22%22%太原市2.1%0.8%10182 11%80%山西省山西省1.6%1.6%0.5%0.5%22290 22290 11%11%80%80%长春市1.6%0.0%10836 18%38%吉林

50、省吉林省1.5%1.5%0.0%0.0%17907 17907 18%18%38%38%哈尔滨市0.8%-0.1%9594 19%黑龙江省黑龙江省0.8%0.8%-0.2%-0.2%184751847516%16%五区份额2.1,增长了0.5,但和全国的差距仍有0.8,并没有缩短差距 呼和浩特/邯郸/唐山/大连/太原市场份额增长较快 五区的重点市场份额增长不显著,经销商对于省内其他市场的覆盖能力很弱,市场份额贡献差 新店的建立和鼓励自营展厅是14年的重点工作之一下半年下半年 SRX SRX和和XTSXTS五区总体表现五区总体表现SRXSRX新增意向新增意向新增订单新增订单新增交车新增交车订单转