In the global test drive report, we only produce dry goods
In the past 2021, BMW achieved the first place in the sales of high-end luxury brands in the United States, although Tesla ranked second, but Tesla's sales ranking has approached the first place.
In the U.S. automotive market, the high-end luxury segment is facing a major trend of electrification compared to general brands. According to automotive news, BMW, as a high-end brand in the United States, has sold 336644 new cars last year, which is a very remarkable achievement.
In the context of the global chip crisis, this achievement is excellent, but there is a better brand, it is Tesla. Globally, Tesla sold 936172 new cars in 2021, up 87.4% year-on-year. At present, we see in the sales ranking list that Tesla has replaced the original traditional luxury brands such as Lexus, Mercedes-Benz and Audi.
From the overall market situation, high-end luxury car sales totaled 2.2 million, Tesla now occupies 14% of the space.
According to the high demand for electric vehicles in the current market and the speed of Tesla's production capacity, it is believed that at some point in 2022, Tesla will replace BMW as the "first" in sales of luxury brands in the United States.
In the face of Tesla's strong momentum, it is inevitable that there will be a strange sound. BMW CEO Chiptzer once alluded to Tesla's poor quality and unreliability, and bluntly said that "Tesla does not belong to the high-end market." Speaking at a conference hosted by the German business newspaper Handelsblatt, Chipt said: "The difference between us and Tesla is that the two have different standards in terms of quality and reliability, we have our own standards, and we have higher expectations for customer satisfaction." Chiptzer also said: "Tesla is not a high-end market, it just likes to promote sales growth by cutting prices, and we will not do that for the sake of a longer future." ”
But what we have to pay attention to is that Tesla is different from traditional luxury brands, and it is precisely because Tesla meets many consumer needs that are ignored by traditional brands that it has made rapid progress.
However, Chiptse's remarks still caused a lot of discussion, and judging from the fierce comments of netizens, the war between the two factions has just begun. The most intuitive market recognition is reflected in sales, and it is expected that the sales ranking of high-end luxury brands in 2022 can give us a more objective answer.
Let's use the dialectical materialism of Marx and Ma to criticize the current situation of the AMERICAN luxury car market:
The rule of the traditional feudal lords (Mercedes,BMW, Audi, Lexus) was impregnable, and the friction between the four families was also a small-scale territorial dispute, and the peasants in the feudal lords' fiefdoms had been suppressed for a long time, but on the one hand, the agricultural tools could not beat swords, guns and bows, and on the other hand, they were accustomed to paying taxes and grain. Suddenly, a handicraft workshop owner appeared, saying that he had innovated agricultural production technology (three electricity + unmanned driving + Internet of Vehicles), and also provided a new way of leasing land (direct operation), and as a result, the peasants flocked to follow this workshop owner to make a revolution, saying that they would never rent the land of the feudal landlord's family again. The veteran lords just started with a disdainful face: Who are you? You think you can do it? As a result, the four companies have now sat together to study: "Do you want us to reform it too?" ”