November sales of more than 3, luxury cars Comments: Audi has taken the top three, and BMW is unwilling to fight?

This year, due to the impact of the epidemic, major car companies have had a "bad start", but in the second half of the year, with the recovery of the auto market, their sales performance has been greatly improved, and the luxury car market is no exception. Recently, the Association announced the sales ranking of domestic luxury models in November. From the table, it can be seen that BBA is locked in internal competition, but there is still a gap between BBA and second-tier luxury brands. At the same time, some new domestic car-making forces have begun to emerge, and the performance of major brands is very different.

first, Audi

comments: the effect of exchanging price for quantity is obvious, and the sales are stable?

Audi A6L,? At the beginning of Q5L's replacement, the sales volume once declined. In order to save himself, Audi has since embarked on the road of no return. However, with the improvement of consumers' recognition of Audi's new car's "young and technological" style, and the preferential strength of Audi brand is indeed slightly larger than that of BMW and Mercedes-Benz, Audi A6L has now become the top seller in the luxury car market, and Q5L and A4L are also the main sales force in the family, and the price-for-quantity strategy has achieved remarkable results.

after the "official car halo" faded, Audi turned to emphasize radical style and sense of technology, which increased its appeal to young consumers, but the strength of terminal concessions may be the key reason why it was ahead of the other two rivals. Sales have gone up and the user base has expanded, but will such a strategy eventually damage Audi's luxury image?

second, Mercedes-benz

comments: seek change in stability and return to the peak

among the top three BBA companies, if it comes to luxury, I'm afraid many consumers will vote for Mercedes-benz. Indeed, Mercedes-Benz models are classic in interior layout, and the design is also elegant and atmospheric. Benchmark products such as Mercedes-Benz E-Class and S-Class have become the best choice for commercial vehicles in many people's minds, and Mercedes-Benz GLC has also performed very well in recent years.

However, after suffering from the "small-displacement engine-loving disease", Mercedes-Benz replaced many of its entry-level models with 1.3T engines. Although the parameters and performance were not much worse, it still caused many complaints from consumers. Although the current market performance is not bad, Mercedes-Benz can obviously do better. In order to keep pace with competitors at the same level and maintain brand reputation, Mercedes-Benz will replace the new E-class products with 2.T power. Is the old owner crying in the toilet?

Third, BMW

Comments: Unwilling to fight, insisting on brand characteristics

In contrast, the sales performance of various BMW models this year is not so good. After the change of BMW 5 Series, the terminal price has been relatively firm, and the sales volume has declined year-on-year for two consecutive months; The cumulative sales of BMW X3 from January to November this year increased by 11.8% compared with last year, but its performance still lags behind that of Audi Q5L and Mercedes-Benz GLC.

It should be noted that the BMW 3 Series (guide price: 293,9-49,9) is not included in the list, because this list only counts the models with a price of more than 3, yuan. In terms of sales volume, the performance of Series 3 is equal to that of mercedes benz c. This year, BMW didn't take drastic promotion actions like Audi, and its luxury attributes were no better than Mercedes-Benz, but its sports and handling performance were still its biggest labels. With this, BMW will always have its own solid fans in the luxury market.

4. Cadillac and Volvo

Comments: Love each other and kill each other, and it is not easy to break through

In China, the life of second-tier luxury brands has always been less moist, not as popular as BBA in the world, and not as popular as Volkswagen and Toyota in the next. However, with good product strength and price-for-quantity strategy, Cadillac and Volvo still broke out and had a high market position in the second-tier camp.

however, the cumulative sales volume of Volvo's XC6 and S9 products has declined in different degrees year-on-year, which may be related to the "low-frequency vibration" complaint storm it fell into some time ago. After all, Volvo has always advertised safety, and this kind of public opinion has a great influence on its reputation. In contrast, Cadillac recently launched a new advertising slogan through the opportunity of the US presidential election, which was well received. Although Cadillac can't catch up with BBA in the short term, it is still possible to take the opportunity to open the distance with Volvo, depending on how the latter responds.

v. Red Flag

Comments: Great progress, make persistent efforts

Red Flag is particularly active in announcing sales this year, and can't wait to announce its achievements to consumers. From January to November this year, the cumulative sales volume of Hongqi brand reached 178,1 units, which is expected to reach the goal of annual sales of 2, units. Among them, Red Flag's monthly sales in August, September and November are ahead of Lexus, which is regarded by many fans as a signal that Red Flag has risen and surpassed second-tier luxury brands.

However, in Jiang Ge's view, it is gratifying that Hongqi has achieved such a strong sales growth, but at the same time, we should also see that the main sales force of Hongqi is still the mid-range models such as H5 and HS5, and the flagship works such as H9 with higher prices play more of a window dressing role. Hongqi enjoys the blessing of Chinese people, but to truly become an internationally renowned luxury brand, it is still necessary to continuously strengthen technology research and development and precipitate its heritage.

It's worth mentioning that the sales data of Lexus is not included in the list, because the Federation only counts the sales of domestic luxury models (more than 3, yuan). In fact, the cumulative sales volume of Lexus from January to November this year has reached 22,647 vehicles, which has surpassed the annual cumulative sales volume in 219. Lexus is indeed in the limelight in China, insisting on not making domestic products and having a small discount, and still achieving such results.

VI. Weilai and Ideality

Comments: Strong blood transfusion of capital, coexistence of risks and opportunities

22 can be described as a year in which new car-making forces make a splash. Weilai, Ideality and Tucki successively landed in the US stock market, and Weimar won tens of billions of financing ... Among them, Weilai's share price rose at a rocket-like speed, and its market value has now surpassed Daimler, ranking the fifth largest car company in the world.

On the one hand, the reason why it can be so "beautiful" is related to the increasing recognition of new energy vehicles and new power brands by consumers, and the delivery volume of Weilai and ideal vehicles is increasing month by month; On the other hand, it shows that capital has a good prospect for the new energy market, especially the potential of China market. Of course, the knockout stage is not over yet, and the competition will only become fierce. Are the new forces really ready?

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 is "BBA has the absolute right to speak, and the competition among latecomers is fierce". Under the trend of consumption upgrading, consumers' demand for high-end redemption has become increasingly strong, and the luxury car market has become a battleground for military strategists. Major brands are sparing no effort to seek high-end layout, and more players will enter the market in the future. What the luxury car market will look like in the future is worth looking forward to.

This article comes from the author of Chejia, car home, and does not represent car home's standpoint.