In the current automotive market, joint-venture brands continue to hold a significant advantage, with Volkswagen being one of the most dominant players. It's no exaggeration to say that the brand has captured nearly half of the top-selling vehicles in the country. On the other hand, self-owned brands face considerable challenges, especially in the sedan segment.
When it comes to A-class sedans—the most popular category among consumers—how do independent brands perform? The following table highlights the top ten selling models from self-owned brands in June this year, offering insight into their current standing.
Geely has shown strong performance in the sedan market this year. Its sales targets have been raised significantly, aiming for 1.1 million units annually. So far, Geely has already achieved 530,000 sales in the first half of the year, showing solid momentum toward its goal. With such performance, it seems Geely is well on track to meet or even exceed its annual target. This success could position Geely to surpass Great Wall and challenge Changan in the coming year.
Geely’s strength lies in both the sedan and SUV segments. According to June sales data, the Emgrand and Vision models each sold over 10,000 units, with Emgrand reaching an impressive 15,000. The Emgrand GL also sold more than 8,000 units, which is a commendable result. This consistent performance reinforces Geely’s strong presence in the sedan market, giving it a competitive edge over rivals like Great Wall.
BYD also made an appearance in the top ten with two models: the F3 and the electric vehicle e5. The F3, a long-standing model, has managed to stay relevant despite the changing market. Although it's no longer at the peak of its glory, it still sells around 10,000 units per month, thanks to its affordable pricing. However, the future of the F3 remains uncertain in such a fiercely competitive environment.
Meanwhile, BYD’s G5 and Speed Sharp models have been phased out, leaving the e5 as the only new energy vehicle in the top ten. In June, the e5 sold 3,206 units, largely due to favorable policies in first-tier cities. This shows that the electric vehicle market is still in its early stages for many Chinese automakers.
Chery’s performance this year has not been as strong. While the company reported total sales of 315,000 units in the first half of the year, this figure includes sales from its joint-venture brands like Qoros and Jaguar Land Rover. Excluding those, Chery’s own brands (Chery and Kaywing) sold just 272,000 units, which is less than half of what Geely achieved.
Additionally, Chery’s export volume reached 54,000 units during the same period, highlighting its struggles in the domestic market. Currently, the only model selling over 10,000 units is the Arrizo 5, while even the Tiggo 7 SUV falls short of that mark. With increasing competition, the longevity of the Arrizo 5 is questionable, and Chery urgently needs a more competitive model to regain its footing.
In summary, the performance of self-owned brands in the Chinese car market remains challenging. One of the main reasons is the continuous price pressure from joint-venture brands, especially with some models offering deep discounts that make it difficult for local manufacturers to compete.
To survive and thrive, self-owned brands must focus on developing stronger, more cost-effective models that can attract consumer interest. Only through innovation and competitiveness can they hope to gain a larger share of the market and build a sustainable future.
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