Baojun Auto Sales Continue to Decline, SAIC-GM-Wuling Seeks Change

Baojun Automobile, as an independent brand under SAIC-GM-Wuling, once achieved the brilliant achievement of annual sales of one million vehicles in just seven years. However, in recent years, its sales have continued to decline. From 2018 to 2023, the annual sales of Baojun Automobile were 879,000, 604,000, 422,000, 215,000, 59,600 and 51,600 respectively, which has declined for six consecutive years. In response to this situation, SAIC-GM-Wuling launched a new brand, New Baojun, in 2019, trying to seize the higher-priced market. However, the sales of New Baojun did not meet expectations, with sales of only 154,000 units in 2020, while the sales of the old Baojun were 268,000 units. In February of this year, SAIC-GM-Wuling renamed the sales company as the Product Marketing Center and appointed Zhao Yifan as the general manager of the Product Marketing Center in an attempt to make changes. However, in the first half of this year, the cumulative sales of Baojun Automobile were only 14,000 units. The latest data shows that in July this year, Baojun Automobile sold 4,399 vehicles, a year-on-year increase of 17.8%, which is also Baojun’s highest monthly sales this year.