Using the phrase "buying a car is like speculating in stocks" to describe this year's real car can be said to be most appropriate. Especially in the luxury car market, this phenomenon is becoming more and more obvious. For example, the same domestic BMW 5 Series, in July this year, can reach 500,000, but it will need at least 530,000 in October. The reason behind it, Presumably everyone knows, is because of the "chip crisis".
The BMW 5 Series, as exemplified above, is not unique. To be precise, it should be that all luxury brands have been affected to varying degrees due to chip shortages. However, because the "BBA" sales base of the leading "BBA" is larger, it is more obvious. However, although the BBA stands on the front line of luxury brands, in fact, they are also full of internal volumes and disputes. Do you think anyone can sell if they increase their price? Sales prove that this is not the case.
Recently, the Association released its latest november luxury car sales rankings. From this list, we can get a huge amount of information. First of all, let's look at the luxury C-class sedan market, and the bmw 5 series that dominates the sales in November is still 14,385 units in a single month. What is this concept? The Volvo S90, the same class, sold only 2887 units in November; the Cadillac CT6 sold 1359 units in November. Such a comparison, see the advantages of 5 series sales, right?
Immediately after, everyone should also guess it, that is, the Mercedes-Benz E-Class. Although in second place, the Mercedes-Benz E-Class sold 13,556 units in a single month is still a little less than the 5 Series. However, regarding the 5 Series and Mercedes-Benz E-Class, there is no overwhelming victory in the absolute sense in my opinion. After all, both products are the leaders of this level, and the feng shui rotation is normal.
Through the sales chart, we can see that in the context of chip shortage, whether the Mercedes-Benz E-Class or the BMW 5 Series, have not been greatly affected. Compared with the same period in 2020, there are even different degrees of growth. But in contrast, the Audi A6L, which was also the "star product" of the year, was not so lucky. According to the data, although the sales volume of the A6L in November ranked third, the sales volume was only 11814 vehicles, which was still relatively different from the 5 Series and the E-Class. And, especially compared to the same period in 2020, it is down 33.6%.
The reason is actually because of the chip. When everyone is short of cars, price increases seem inevitable. But why can the price increase of E-class and 5 series still increase sales, but the A6L cannot? The reason is that the previous A6L price is too low, and the price of bare cars for A6L low-end models in 2019 is only about 340,000. For a long time, consumers have been given the impression that the A6L is tens of thousands cheaper than the 5 Series and E-Class. Nowadays, simply because of the lack of cars, tens of thousands of dollars have risen, and it is reasonable for consumers not to buy it.
In fact, not only the A6L has such a problem, but also another pillar of Audi's sales model is also facing such a problem, that is, the A4L. According to sales, the monthly sales of A4L in November were only 5863 vehicles, excluding the shortage of vehicles, and the increase in car prices was the most direct reason. Even the Mercedes-Benz C-Class, which was originally sold, ranked ahead of the Audi A4L in sales, which is enough to explain the problem.
Conclusion: There is no denying that whether it is the A6L, 5 Series and E-Class or the "34C", they are all good cars with their own advantages. However, although Audi's previous price reduction behavior has brought good sales for a while, when facing the current chip crisis, the damage caused by the price reduction to the brand is undoubtedly revealed. Needless to argue, after today's Audi price increase, it is the inventory of Mercedes-Benz BMW that is digested.