1. Audi
Comments: The price-for-volume exchange effect is obvious, and it is the top seller
Audi A6L and Q5L at the beginning of the replacement, sales once declined. In order to save itself, Audi has since embarked on a road of no return to price for volume. However, with consumers’ increased recognition of Audi’s new car’s “young, technological” style, and the Audi brand’s discounts are indeed slightly larger than those of , BMW, , and Mercedes-Benz, Audi A6L has now become the top seller in the luxury car market. Throne, Q5L and A4L are also the main sales force in the family, and the price-for-volume strategy has achieved remarkable results. After
faded from the "official car halo", Audi switched to emphasizing radical style and sense of technology, which increased its appeal to young consumer groups, but the strong terminal discount may be the key reason why it was able to lead the other two rivals. Sales have gone up and the user base has expanded, but will such a strategy ultimately damage Audi's luxurious image?
Second, Mercedes-Benz
Comments: Seek change in stability, and seek to return to the top
In the BBA top three, if it comes to luxury texture, I am afraid that many consumers will vote for Mercedes-Benz. Indeed, Mercedes-Benz models can be called classic in terms of interior layout, and the exterior design is also focused on elegance and grandeur. Benchmark products such as Mercedes-Benz E-Class and S-Class have become the best choice for business vehicles in many people’s minds. Mercedes-Benz GLC has developed in recent years. The performance is also very good.
However, after suffering from "small-displacement engine preference", Mercedes-Benz has replaced many of its entry-level models with 1.3T engines. Although the parameters and performance are not inferior, it still provokes consumers to complain. Although the current market performance is not bad, Mercedes-Benz can obviously do better. In order to keep pace with its competitors in the same class and maintain brand reputation, Mercedes-Benz will replace the new E-class and other products with 2.0T power. Old car owners are crying Dizzy in the toilet?
3. BMW
Comments: Unwilling to fight, stick to the brand characteristics
In comparison, the sales performance of BMW's various models this year is not so good. After the facelift of the BMW 5 Series, terminal prices have been relatively strong, and sales have declined year-on-year for two consecutive months; the cumulative sales of BMW X3 from January to November this year have increased by 11.8% compared to last year, but the results are still behind Audi Q5L and Mercedes-Benz GLC .
It should be noted that the BMW 3 Series (guide price: 29.39-40.99 million) has not been included in the list because this list of the Association only counts the models sold at more than 300,000 yuan. In terms of sales volume, the performance of the 3 Series and the Mercedes-Benz C-Class are on par. This year, BMW did not take the same large-scale promotion actions as Audi, and the luxury attributes of its products are no better than Mercedes-Benz, but sports and handling are still its biggest labels. Based on this, BMW will always have its own solid supporters in the luxury market.
Fourth, Cadillac , Volvo
Comments: Fall in love and kill each other, breakthrough is not easy
In China, the days of second-tier luxury brands have always been less moist, not more popular than BBA, not more popular than Volkswagen and Toyota. However, with good product power and price-for-volume strategy, Cadillac and Volvo still made a fortune and have a higher market position in the second-line camp.
However, the cumulative sales of Volvo's XC60 and S90 two main products have declined year-on-year to varying degrees, which may be related to the "low-frequency resonance" complaints that were caught in the previous period. After all, Volvo has always advertised safety, and this type of public opinion has a significant impact on its reputation. Compared toCadillac used the opportunity of the US presidential election to launch a new advertising campaign some time ago, which was well received. Although Cadillac will not be able to catch up with the BBA in the short term, it is still possible to take the opportunity to widen the distance with Volvo, depending on how the latter responds.
Fifth, Hongqi
Comments: Great progress, continue to work on
This year, Hongqi is particularly active in publishing sales, and can’t wait to announce to consumers that its results have improved. From January to November this year, the cumulative sales of the Hongqi brand reached 178,100 units, which is expected to reach the goal of 200,000 units per year. Among them, Hongqi's monthly sales in August, September, and November are all ahead of Lexus, which is regarded by many fans as a signal of the rise of Hongqi and catching up with second-tier luxury brands.
However, in the view of Brother Jiang, Hongqi has achieved such a strong sales growth. It is gratifying, but at the same time, it should be noted that the main sales force of Hongqi is still H5, HS5 and other mid-end models, and H9 and other higher-priced models. The flagship works play more of a decorative role. Hongqi enjoys the blessings of the Chinese people, but to truly become an internationally renowned luxury brand, it must continue to strengthen technological research and development and accumulate its heritage.
It is worth mentioning that Lexus' sales data is not included in the list because the Federation only counts the sales of domestic luxury models (over 300,000 yuan). In fact, the cumulative sales of Lexus from January to November this year have reached 202,647 vehicles, which has surpassed the cumulative sales of the whole year in 2019. Insist on not making domestic products, with small discounts, and achieving such results, Lexus is indeed in the limelight in China.
Six, Weilai, ideal
Comment: Capital is strong blood transfusion, risks and opportunities coexist
2020 can be described as a year in which new car-building forces have shown their momentum. Weilai, Ideal, and Xiaopeng have successively landed in the US stocks, and Weimar has won 10 billion financing...Among them, Weilai’s stock price has risen at a rocket-like speed, and its market value has surpassed Daimler, ranking fifth in the world Large market value car companies. The reason why
can be so "fascinating" is that on the one hand, it is related to the increase in consumer recognition of new energy models and new power brands. The delivery of Weilai and ideal models has increased month by month; on the other hand, it shows that capital is in the new energy market. Optimistic about the prospects of China, especially the potential of the Chinese market. Of course, the knockout round is not over yet, and the competition will only become fierce. Are the new forces really ready?
is written at the end
. In short, from the November sales list published by the Federation, it can be seen that the current luxury car market presents a situation where "BBA has the absolute right to speak, and competition for latecomers is fierce". Under the trend of consumption upgrades, consumers' high-end trade-in demand is becoming more and more vigorous, and the luxury car market has become a battleground for the military. Major brands are sparing no effort to seek high-end layout, and more players will enter the market in the future. . It is worth looking forward to the future of the luxury car market.
