Recently, Mercedes-Benz released its global sales data for 2021. For the whole of 2021, Mercedes-Benz sold 2093476 passenger cars, down 5% year-on-year. Among them, Mercedes-Benz sales in the European market fell by more than 11%, while in the Asian market sales fell by 1.6% year-on-year, as Mercedes-Benz's largest single market, the Sales volume in the Chinese market was 758863 units, down 2% year-on-year, and in the North American market, it increased slightly by 0.3% year-on-year.
From the perspective of network data, bmw group's global sales in 2021 will reach 2.2 million vehicles, which means that since 2016, BMW's global sales have surpassed Mercedes-Benz for the first time. Although BMW has not officially released detailed sales data, in the first three quarters of 2021, the BMW Group delivered more than 1.93 million new cars worldwide, an increase of 17.9% year-on-year.
Under the change of the times, the "new four modernizations" have become the future development trend of the automotive industry, and under the background of the era of change, "danger" and "opportunity" always coexist. The reason for the decline in sales may be that the lack of semiconductors has delayed the supply of automobiles. As a car brand with a century-old history, last year's sales performance was also full of highlights.
For example, sales of Mercedes S-class cars rose 40% year-on-year to 87,064 units, while the Chinese market contributed 35.5% of sales. Sales of G-class vehicles reached a new high of 41,174 units in the whole year, in addition to the delivery of AMG models rose by 16.7% year-on-year to 145979 units. Thanks to Maybach's high demand in the Chinese market, Maybach's sales rose by 50.7% year-on-year to 15,730 units, with an average monthly sales of 900 units. Therefore, although mercedes-benz performance declines from the perspective of sales, from the perspective of profitability, Mercedes-Benz may earn.
Electric Mercedes luxury remains the same
Conlinson, the new CEO of Daimler, once said, "Fuel vehicles have always been our main business, and it takes 20 years to transform, and the time is very urgent." From July 2021, Mercedes-Benz announced a transition to "all-electric" and plans to account for 50% of Mercedes-Benz's overall passenger car sales by 2030. In 2022, Mercedes-Benz plans to launch 21 new products covering a wide range of power options, including 8 pure electric and plug-in hybrid models, accelerating the brand electrification and intelligent transformation.
As a luxury brand, the sales of electric passenger cars have also become a highlight of Mercedes-Benz. Since Mercedes-Benz can lead in the luxury car field, it can obtain the desired pull effect through this strategy in order to move faster to the electric vehicle market and accelerate its entry into the electric vehicle market. This year, Mercedes-Benz launched the first large pure electric luxury sedan new EQS, new EQA SUV and EQB SUV.
According to official information, the delivery of Mercedes plug-in hybrid and electric passenger cars reached a record 227458 last year, of which 48936 (up 154.8% year-on-year) were Mercedes-Benz EQ series pure electric passenger cars. The million-level pure electric luxury car EQS, since its launch in August 2021, has reached 16,370 pre-orders.
Of course, in the face of the growth of the new energy vehicle market, Mercedes-Benz's pure electric models are currently far less influential than the market influence of fuel vehicles. Facing the future electrification transformation, Mercedes-Benz will launch 21 new products in the Chinese market in 2022, including 8 pure electric and plug-in hybrid models.
Among them, the first Pure Electric Sedan based on the EVA platform of Mercedes-EQ will be launched soon, in addition to plug-in hybrid products from C-Class cars, S-Class cars and other models, mercedes-Maybach S 680 4MATIC ingenious couture debut version will be listed within the year. In 2022, "luxury performance" models such as the Mercedes-AMG SL 63 will be launched one after another, and the first Mercedes-AMG electric model, the Mercedes-AMG EQS 53 4MATIC+, will also come to China.
Electric luxury service first
In the fuel vehicle market, Mercedes-Benz can be said to be stronger, but the current situation in the new energy market is not static. Perhaps for Mercedes-Benz, which has a century of experience in car building, it is not a difficult task to build an electric car. However, after entering the new energy era from the fuel era, how to continue the luxurious quality and service is the key to the inability of The centennial Mercedes-Benz to stand.
Of course, Mercedes-Benz, which has always shown a luxury image in the automobile market, naturally does not only want to win the favor of customers purely by relying on technical strength, after all, the strategic route announced by Mercedes-Benz last year clearly pointed out that all strategies should be based on luxury brand positioning.
Thanks to Mercedes-Benz's multi-product "new luxury" and "heart luxury" service experience, more users always yearn for and recognize, and become the basis for supporting the high overflow value of luxury brands. Indeed, if there is no sufficiently competitive model, everything is empty talk, combined with localization transformation can also get a lot of help. Based on the specific usage scenarios of the Chinese market, Mercedes-Benz provides users with a thoughtful service system - Mercedes-Benz five "star" charging service.
Nowadays, on the electrification track, Mercedes-Benz has to face not only the competition between "BBA", but also the pressure from new domestic forces. The domestic new energy vehicle market has entered a steep growth curve, and the China Automobile Association predicts that new energy vehicles will sell 5 million units in 2022, an increase of 47% year-on-year. At this critical juncture, it is crucial for Mercedes-Benz, which is accelerating electrification, but the competition in the electric vehicle market is far from a foregone conclusion.
For "BBA", the temporary sales volume can not represent the real strength of the brand in the market, and with the recovery of the chip, the market pattern will soon pick up. As the population grows, the demand for products that combine luxury and technology will increase.
Last year, Mercedes-Benz announced its transition to "all-electric" and accelerating its move to a zero-emission and software-driven future. In 2022, Mercedes-Benz will continue to accelerate the implementation of electric transformation in the Chinese market. In the era of stock competition, the market is cruel, and in this context, the market is full of opportunities.
Public opinion: The inheritance of quality and luxury in the era of pure electricity, Mercedes-Benz still has absolute control
Looking forward to 2022, the chip shortage has caused many car companies to face the challenge of capacity crisis. In terms of the results of previous years, Mercedes-Benz's performance last year was still good, and with the transformation of consumer demand, new energy products have brought new highlights to it. In view of the fact that the chip crisis is still continuing, the unstable factors of the current semiconductor supply situation still have a lot of impact on car companies in this context, so let's have better results in 2022.