Crazy harvesting China's rich? Bentley and Lamborghini sales in China soared, and BMW once again beat Mercedes-Benz Audi

Source of this article: Times Finance Author: Yang Delin

Recently, the sales report card of ultra-luxury car brands last year has been released, the market performance is very strong, and the contribution of the Chinese market is quite high.

According to incomplete statistics from Times Finance, ultra-luxury brands including Rolls-Royce, Lamborghini, Porsche and other ultra-luxury brands created record sales in history last year, while in the Chinese market, Bentley's annual sales in China in 2021 rose by 40% year-on-year, accounting for 27.5% of global sales; Porsche sales in China rose by 8% year-on-year, and the Chinese market has become Porsche's largest single market in the world for the seventh consecutive year; Lamborghini's sales in China increased by as much as 55% year-on-year.

Rolls-Royce Cullinan Image Source/Network The contribution of the Chinese market continues to rise

It is reported that at present, the annual sales of a number of ultra-luxury brands, including Bentley and Porsche, in China have reached about 30% of the global sales of the brand.

Specifically, in 2021, the Rolls-Royce brand delivered a total of 5586 new cars worldwide, an increase of 49% year-on-year, achieving the best annual performance since the brand was established 117 years ago. Rolls-Royce CEO Ston Müller Utfer said the company's sales in the U.S., Canada and China all hit record highs in 2021, with particularly strong demand for the new Gust sedan and Cullinan SUVs.

It is reported that at present, Rolls-Royce's mass production models sold in China include Phantom, Gust, Cullinan, Phantom and Shadow, of which the lowest starting price is Gust of 4.73 million yuan, and the highest starting price model is phantom, reaching 7.9 million yuan. In addition, Rolls-Royce Motors' first pure new energy model, the Specture, has been unveiled, and the new car is scheduled to be launched by the fourth quarter of 2023.

In terms of the Bentley brand, in 2021, it sold a total of 14,659 new cars in the global market, an increase of 31% year-on-year, of which the brand's annual sales in China reached 4,033 units, up 40% year-on-year, accounting for 27.5% of the brand's global sales, and the Chinese market also became the strongest market for Bentley's sales growth for the second consecutive year. Bentley officials said that this achievement is mainly due to the new product portfolio and the growth of consumer demand for new energy vehicles.

Porsche was equally strong. According to the data, Porsche sold more than 300,000 vehicles for the first time last year, reaching 301915 vehicles, up 11% from 2020. Among them, the Chinese market accounted for 31.7% of deliveries, reaching 95671 units, up 8% year-on-year, and China has become the world's largest single market for Porsche for the seventh consecutive year. Among them, the share of new car deliveries of Porsche pure electric and plug-in hybrid models in China has also increased significantly in 2021, accounting for 18%.

2021 was also Lamborghini's best-selling year, with a total of 8,405 new cars delivered. Among them, the Chinese market is the largest sales market outside the United States, with 935 new cars sold in the whole year, an increase of up to 55% year-on-year. It is reported that Lamborghini has invested more than 1.5 billion euros to transform its three product lines and is expected to achieve hybridization by the end of 2024.

On January 13, some industry insiders told Times Finance that the SUV models launched by rolls-Royce and other ultra-luxury brands in line with the trend are more in line with the car purchase concept and needs of some Chinese consumers. In addition, the increase in the total capital of the rich merchants in the global Forbes China Rich List has contributed to a certain extent to the total number of potential users in the ultra-luxury car sales market. "Under the background of electrification transformation, car companies such as Porsche and Bentley have launched new energy models, which has also created new business growth points for luxury car companies." The person said.

Mercedes-Benz Audi sales decline BMW Hao won three consecutive championships

In terms of BBA, last year, Audi and Mercedes-Benz global sales declined, while BMW was thriving, not only global sales hit a record high, but also continued to pressure Mercedes-Benz and Audi to win the BBA championship in the Chinese market.

Among them, in 2021, BMW's global sales 2213795 vehicles, reaching a record high, an increase of 9.1% year-on-year, which is also the first time since 2015 that BMW beat Mercedes-Benz. Mercedes-Benz's global sales in 2021 2093476, down 5% year-on-year. Audi's global sales in 2021 1680512, down 0.7% year-on-year.

Focusing on the Chinese market, BMW delivered 846,200 vehicles in 2021, accounting for 38.2% of global deliveries, an increase of 8.9% year-on-year, and won the BBA sales crown for the third consecutive year since 2019. Mercedes-Benz and Audi accounted for 36.9% and 41.7% of the brand's global sales with sales of 758,900 units and 701,300 units in China, down 2% and 3.6% year-on-year.

It is reported that the sales volume of the above brands is mainly related to factors such as chip shortages. At present, this impact has not dissipated, according to the Times Financial Survey, the relevant brand terminal car pick-up cycle has been lengthened, and even the situation of price increase.

On January 13, a BMW sales in Beijing told Times Finance that the current preferential margin for the entire BMW 5 Series is about 20,000, but in addition to the main sales of the configuration model can be cashed out, other models need to be booked. In addition, the sale said that "now to buy the 5 series, you must add a decoration fee of 1.4 to pick up the car." ”

On the same day, a salesman of Beijing Benz revealed to Times Finance that there are currently no existing cars in Mercedes-Benz E-class models, and if the car purchase needs to be booked, the car pick-up cycle is 1 month. At the same time, the sales said, "Before the Mercedes-Benz E-class car terminal has no discount, now the E300L can be discounted by 35,000 yuan, but the blind spot monitoring configuration is canceled." Audi's sales also told Times Finance that now that the Audi A6L is scheduled, the car needs to wait for about a month, "compared with the previous 3 or 4 months of car pick-up cycle, the time to pick up the car has been shortened a lot." For the preferential range, the sales said, "A6L currently has a comprehensive discount of about 50,000 yuan, and the specific price is determined by the payment method."

It is worth noting that under the background of the "new four modernizations" becoming the future development trend of the automotive industry, the current luxury brands have also begun to accelerate the pace of electrification transformation. It is reported that BMW will deliver a total of 48,000 electric models in China in 2021, and in 2022, BMW will launch 7 new energy products in the Chinese market; Mercedes-Benz will plan to launch 8 pure electric and plug-in hybrid models in 2022; and Audi will launch electric models based on the MEB platform in the compact and mid-level car segments in 2022 to expand the lineup of pure electric products.