Editor-in-Chief | Zhong Kun
Author | Fu Yu
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Reports from car hoist circles
The news of the domestic BMW X5 has finally made a new step.
Recently, the Ministry of Industry and Information Technology hung up a set of declaration charts for the 2022 BMW X5, which is worth noting that this is also the first generation of the model domestically produced. As one of BMW's best-selling main models, compared with the imported version of the domestic X5, the domineering is still the same, and the brand has not made drastic changes to the new car, or continues the traditional design language of the BMW family. However, the domestic BMW X5 still added some fresh elements, such as in the left and right grilles, the new car added more delicate chrome decorative strips, further adding its youthful feeling. Counting the domestic BMW X5, which is about to enter the next stage, the recent luxury medium and large SUV market can be said to be very lively. After a long silence, they have chosen luxury brands that have been domestically produced in China, and what is it for?
Ashkenazi, Japanese, American
The domestic camp of luxury medium and large SUVs is gradually enriched
At the previous Guangzhou Auto Show, Infiniti brought the news that its medium and large SUV products represented the QX60 domestic production, which was also hailed as another rebirth of Infiniti in the Chinese market. As early as last year, the Lincoln Aviator has been listed domestically, and it is several positions ahead of Infiniti. Moving forward, in July 2019, another second-tier luxury brand, Cadillac, also produced its medium and large SUV model XT6.
In addition to the domestic news that has been listed or officially released, there are also some luxury brands of medium and large SUVs that are about to be domestically produced. Among them, Volvo Passenger Cars, as one of Geely's brands at present, is no secret of its XC90 domestic news. Not only because Volvo models have been domestically produced, but also in the cooperation agreement signed by Volvo and Chengdu Economic Development Zone last year, the former has an annual production capacity of 30,000 SPA2 platform high-end model project settled in the Economic Development Zone, Volvo has also indicated that the next generation XC90 will appear as the first model of the SPA2 platform, that or will come from Rongcheng's new generation XC90 is not another representative of domestic production.
In addition, in the top three luxury brands, in addition to BMW's domestic X5 news, Audi's medium and large SUV models have also been circulating for a long time. Last year, a document on the Zhejiang government service network engineering construction project approval management system was exposed and leaked, and the main content of the document showed that the technical transformation project of the Ningbo branch of SAIC Volkswagen Automobile Co., Ltd. with an annual output of 75,000 Audi C-class SUV models is planned to start in February 2021 and june 2022, which also means that one of Audi's medium and large SUV Q7 and Q8 will also embark on the domestic road in the near future.
With the landing of BMW X5 and Audi's next C-class SUV project, the large and medium-sized SUV camp of domestic luxury brands has gradually enriched. In the first two years, the market segment was still in a situation where it was almost all imported models, and in the past two years, there has been a drastic change, and what is this change? Why have luxury brands changed their arrogant attitude in the past?
Want to turn the tide? Market-oriented
Luxury brands began to make domestic roads
After the model was domestically produced, the first thing that was brought about was the change in price. Whether it is the Cadillac XT6, Lincoln Aviator, or the Infiniti QX60 that is about to be officially listed, etc., the domestic models will eliminate the import duties, value-added tax and consumption tax attached to the imported models, plus transportation costs, etc., and consumers will reduce a large part of the cost when buying a car.
In addition, in the subsequent use, also because it is produced domestically, the technology of new cars is more common in China, and the parts are more common, and the cost of maintenance will be further reduced. Therefore, after the medium and large SUV models of luxury brands have been domestically produced, the first to benefit is the first-line consumers. In the past, the current situation of only imported models in this segment of the market has deterred many consumers, and those who have demand may be enough to be discouraged, but after successive domestic production, users who buy luxury medium and large SUVs may be further enhanced.
So why are Chinese consumers treated so specially by luxury brands? With nearly 400 million motor vehicles, China is the world's largest auto market. In this Chinese market, the proportion of medium and large SUVs is gradually increasing. According to the statistics of the association, from December 2020 to November 2021, the proportion of C-class cars in the SUV market has risen from 1.2% to 2.5%, and demand is further increasing. Indeed, in the past two years, China's three-child policy and the background of consumption upgrading have further stimulated the consumer demand for medium and large SUVs, and the market has begun to show a preliminary blue ocean. The manufacturing industry, which is market-oriented as the primary, naturally includes automobiles, so the phenomenon of luxury brands piling up domestic models in this market segment is naturally not strange.
In addition, second-tier luxury brands, including Infiniti and Cadillac, urgently need to have a turnaround battle in China is also an important reason for them to start domestic medium and large SUV models. Previously, Infiniti had a large gap in sales in the Chinese auto market compared with Lexus of the same level and series. For the full year of 2020, Infiniti sold only 25,695 units, while Lexus far surpassed the former with 223648 units. The pressure on sales has also given more brands such as Infiniti a warning that if there is no beautiful turnaround, it may only be a matter of time before they withdraw from the Chinese market.
Cadillac, which took the lead in laying out domestic medium and large SUVs, completed the listing of the XT6 in 2019, and achieved its best sales in 2020 in 17 years since it entered China, and the results of 230007 vehicles set a new high, which is very difficult under the epidemic. Among them, the XT6 became the fourth largest SUV sales of luxury brands with sales of 26555 units, ranking only after the Lexus RX, BMW X5 and Mercedes-Benz GLE. It is worth noting that the first three cars are imported models.
epilogue:
As the world's largest automobile consumer market, the demand of the Chinese market is naturally the top priority of the strategic layout of various car companies. If we say that before, the domestic production of medium and large SUV models of many second-tier luxury brands has not made us feel anything. Then with the landing of BMW X5 domestic production, the lively scene of this market can be regarded as really arriving. With the landing of the Audi Ningbo project, the trend is more clear. Whether it is first-line luxury such as BBA or many second-tier luxury brands, after the model is domestically produced, the price will be further reduced, consumer choices will also be broadened, and the brand will turn over or be just around the corner.
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