Does the view that "Mercedes-Benz is poor and BMW digs" make sense?

Some time ago, the celebrity's fight for dad was raging. Let's not comment on this matter first, but the "celebrity" in the incident said in the chat that "Mercedes-Benz is poor and BMW digs", which is worth mentioning. In recent years, similar bad words about Mercedes-Benz BMW have been heard from time to time. Is it true that the brand image of Mercedes-Benz BMW has deteriorated?

The times have created the rare attributes of Mercedes-Benz BMW.

In the 1990s, when the automobile market was far less developed than today, owning a private car was a great thing, and owning a Mercedes-Benz or BMW was definitely a status symbol. According to the data of the National Bureau of Statistics, from 65438 to 0995, the average annual wage in Beijing, with the highest wage income in the country, just exceeded 8,000 yuan. At that time, it cost hundreds of thousands to buy a Santana and millions to buy a Mercedes-Benz BMW. That is, from then on, Mercedes-Benz and BMW became symbols of the rich in the eyes of China people.

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As the saying goes, things are scarce, and Mercedes-Benz BMW at that time had such characteristics. With the gradual improvement of people's living standards, the automobile market is growing, and more and more people buy cars, and more and more people buy Mercedes-Benz BMW. At the same time, more luxury cars flooded into the domestic market, and the rare attributes of Mercedes-Benz BMW gradually faded.

From 2005 to now, China's car sales can be said to be a blowout growth. In the old society, Wang thanked Yan and flew into the homes of ordinary people. Cars are no longer a rarity. In 20 19, Mercedes-Benz sold 702,000 vehicles in China and BMW sold 723,000 vehicles. Ten years ago, in 2009, Mercedes-Benz sold only 68,500 vehicles in China, while BMW just broke through the sales mark of 90,000 vehicles. The changes in just ten years can be described as earth-shaking. Nowadays, it is very common to see Mercedes-Benz and BMW in the street. The decline in rarity naturally makes the status of Mercedes-Benz BMW incomparable with that of ten years ago or even twenty years ago.

On the other hand, in recent years, both Mercedes-Benz and BMW have begun to exert their strength in the sinking market. Low-priced models such as BMW 1 Series and Mercedes-Benz A-Class have been under 200,000, and even the terminal can be as low as the price of a common joint venture compact car. This has provided a new growth point for the sales of Mercedes-Benz BMW, and to a certain extent, they are no longer exclusive to the so-called "rich people", and their distance from the people has become closer.

On the one hand, with the improvement of economic level, more and more people can afford Mercedes-Benz BMW. On the other hand, Mercedes-Benz BMW is also trying to sink the market. Under the influence of two factors, the rare attributes of Mercedes-Benz and BMW are not so obvious, which is why some people say that Mercedes-Benz and BMW have become inconspicuous. But when scarcity declines, does the brand image decline? This is obviously not the logic.

Celebrities and Mercedes-Benz BMW are incompatible.

Why do "celebrities" despise Mercedes-Benz BMW and favor sports cars like Ferrari? The reason is very simple. Brands such as Ferrari have luxury attributes and high product premiums. Those who are willing to pay a high price for added value are more likely to be captured by "celebrities". In contrast, although Mercedes-Benz and BMW also have millions of models, their product functions are pragmatic, and pragmatic people will not spend a lot of money on "celebrities" regardless of whether they have money or not. "Celebrities" say that they are poor, but they also think that "celebrities" are low. It is not that "celebrities" look down on Mercedes-Benz BMW owners, but look down on themselves and are unwilling to pay for the false added value they have created.

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Let's talk about whether the soaring sales and the sinking market have affected the image of Mercedes-Benz BMW.

It is obviously naive to say that a car is worthless if it sells well. Wearing clothes is afraid of hitting the shirt, and driving is hoping to see the same as yourself. Selling well shows that the brand is highly recognized and selling well is also guaranteed. Mercedes-Benz and BMW may have luxury attributes in the 1990s, but now they are more like a pragmatic luxury high-end choice. Drive a BMW and ride a Mercedes. At present, the brand recognition of Mercedes-Benz and BMW is more based on product strength such as handling and comfort. The better they sell, the stronger their brand image.

Will launching low-end models and occupying the sinking market affect the brand image? This problem should be analyzed in detail. Brand sinking is a problem faced by many industries. It doesn't mean that a brand loses its identity by launching products that sink the market. Apple not only launched a low-priced iPhone? SE, do you have a cheaper iPod? Touch-it can be regarded as a castrated mobile phone without telephone function. This sinking way of ensuring quality does not damage the brand image. But if the sinking products are all low-priced and low-quality, it will inevitably be a devastating blow to the brand.

Mercedes-Benz BMW has been sinking for many years. Unlike some second-tier luxury brands, the car price is low and the configuration looks rich, but the quality has dropped a lot. The low-end models of Mercedes-Benz BMW, especially the entry-level models, are often not equipped as well as their peers. This is also the reason why many people criticize its reduction. However, if we look closely, Mercedes-Benz BMW has not significantly reduced the driving quality of low-end cars, and has strengthened the brand image to some extent.

Let's talk about it finally.

Mercedes-Benz and BMW are really not rare luxuries in the past. Buying a Mercedes-Benz BMW and driving it in the street will not make all the small towns talk about it. However, Mercedes-Benz BMW is still a luxury brand, and its brand image is based on its strength, not on the fact that it is expensive to sell and few people buy it. More and more people drive Mercedes-Benz BMW, which is because of the improvement of people's living standards. In the context of the outbreak of this automobile market, the problem is brand power. The birth of the concept of "Mercedes-Benz is poor and BMW is stingy" is only the view of a small group born when consumerism brainwashing develops to the extreme, and it has no universal significance.

As for the criticism of car owners, you don't have to pay attention to it at all. This kind of tagged comment is irrational and objective, which will only add to the joke.

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