求信咨询：2023年H1山东省汽车市场分析报告_41页_3mb

报告摘要

Shandong's auto market showed mixed results in the first half of 2024, with higher-than-usual growth in March-May offset by a sharp decline in June. Total sales reached 8,130,000 units, a 9.9% decrease YoY, with the bulk of this decrease concentrated in the first six months.
Market composition: High commercial vehicle share (15.6%), domestic passenger cars (81.99%), and imported cars (2.41%). Electric vehicle sales grew rapidly (+1360%), contributing significantly to the market with a share of 16.82%.
Monthly trends: Strong growth from March to May, but June saw widespread declines (e.g., auto sales down 33.1% YoY, auto insurance registrations down 183.2% YoY). City-level performance varied, with Jinan leading in sales growth and菏泽 experiencing significant declines.

Sales declined overall by 18.0% YoY, with notable drops in April and June. New energy vehicles performed well, with hydrogen and extended-range electric vehicles showing strong growth; however, pure electric sales declined moderately.
Leading cities: Jinan (+442% YoY) and Qingdao (-349% YoY). Brands gained or lost ground: BYD advanced due to its EV portfolio, while several Volkswagen group brands saw sharp declines.
Vehicle type trends: SUVs and MPVs showed lower growth, while gasoline vehicles faced declines. City-level analysis indicated variable performance, with Jinan and Qingdao leading in most categories, but菏泽 saw severe downturns in SUV and crossover markets.

The imported car market was smaller and declined 11.75% YoY, with subdued performance in January, May, and June. Diesel and electric vehicles saw robust growth in certain categories.
Leading origins: High sales from Germany and Japan, with premium brands like Mercedes and Toyota dominating, though they experienced declines.
City-wise distribution highlighted strong presence in Jinan and Qingdao, but widespread declines saw an improvement in ranking for Shandong relative to other provinces.

Commercial vehicles performed better, with growth rates exceeding those in passenger cars, particularly in truck sales. Total sales reached 1,269,000 units, a 48.4% increase YoY.
Dominant segments: Light trucks and diesel vehicles showed significant growth, with electric vehicles emerging as a key player (+3630% YoY). Top brands included Beijing Automotive Group and Shaanxi Automobile.
Regional distribution: Shandong ranked first nationally, outperforming in cities like临沂, with a market share of 88.4%, reflecting strong provincial demand.

Overall, Shandong's auto market experienced a downward trend, especially in June for autos and imported cars, with commercial vehicles showing resilience. Key growth areas include electric vehicles, particularly in commercial segments, and domestic brands. Addressing fuel type diversity and optimizing city-level strategies could enhance future performance.

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