Recently, the automotive industry paid attention to statistics and released the top ten list of domestic luxury brand sales in 2021. According to the list, bmw brands sold 821,000 vehicles in 2021, an increase of 8.3% year-on-year, the only brand among first-line luxury brands to achieve positive growth, Mercedes-Benz and Audi fell by 3.6% and 5.5% respectively. Most of the second-tier luxury brands achieved year-on-year growth, such as Cadillac, Volvo, etc., while Lexus, as an imported brand, fell by 6.9%. In addition, the sales of new power brands rose sharply, with Tesla, Ideal, and Weilai all rising by more than 100%.
The BMW 5 Series, BMW 3 Series and BMW X3 are still the main products, and the performance of the three models has contributed to the year-on-year growth of the brand. According to the amount of insurance, BMW 5 Series and BMW 3 Series sold 185,000 units and 184,000 units, respectively, up 8.0% and 9.4% year-on-year, respectively, while bmw X3 increased by 11.7% year-on-year to 152,000 units. As BMW's three best-selling models, they all achieved year-on-year growth and performed significantly better than their peers.
In 2021, Mercedes-Benz sales fell 3.6% year-on-year to 739425 units, while Audi fell 5.5% year-on-year to 691008 units. Or affected by the supply of parts, the sales of Mercedes-Benz and Audi's main models have declined to varying degrees. Specifically, the Audi A6L, Mercedes-Benz GLC, Mercedes-Benz C-Class, and Audi A4L all fell by more than double digits, of which the Audi A6L and Mercedes-Benz E-Class sales both exceeded 150,000 units, but there is still some gap compared with BMW's products of the same level.
On January 12, the BMW Group announced that it will deliver a total of 2.522 million vehicles (including BMW, MINI and Rolls-Royce) in 2021, an increase of 8.4% year-on-year, surpassing Mercedes-Benz to become the global luxury brand sales champion, which is the first time it has surpassed Mercedes-Benz in five years. According to the data, Mercedes-Benz's global sales in 2021 were 2.093 million units, down 5.0% year-on-year, of which the Chinese market showed negative growth for the first time in nearly a decade, and the reason given by Mercedes-Benz was "affected by the shortage of global semiconductor supply".
The competitive landscape of the second echelon has also been broken. According to the amount of insurance, Tesla delivered 322,000 new cars in China in 2021, an increase of 118.7% year-on-year, and the positions of Lexus and Cadillac were replaced. Tesla's performance during the year is obvious to all, of which the Model Y delivered 171,000 vehicles in the whole year and the Model 3 delivered 151,000 vehicles in the whole year, and such deliveries have reached the level of first-tier luxury models. Model Y is Tesla's second domestic model, officially launched on New Year's Day 2021, but the sales volume of the year exceeded that of Model 3, on the one hand, because the Model 3 produced in Shanghai began to supply overseas markets, on the other hand, SUVs are more sought after by consumers than cars.
Hongqi, from its own brand, also leads other second-tier brands in sales, which will have 272,000 vehicles insured in 2021, an increase of 43% year-on-year. From the perspective of the amount of insurance, Hongqi failed to complete the sales target of 400,000 vehicles, but from the perspective of the development of the brand in recent years, its room for progress is indeed very large. From the perspective of Hongqi's product camp, the highest sales volume is currently Hongqi HS5, with cumulative sales of 125,000 vehicles in 2021, followed by Hongqi H5 and Hongqi H9, with cumulative sales of 81,000 vehicles and 33,000 vehicles, respectively. Among them, Hongqi H9 is the fuel vehicle with the highest brand price, which bears the high-end luxury image of the Hongqi brand to a certain extent. According to relevant data, the private purchase rate of Hongqi in 2021 is 84%, and some vehicles are indeed put into the online ride-hailing market or purchased by institutions, but the proportion is only 13%, and the other 3% of the models are not used for unknown purposes. From the above data, it can be seen that in fact, Hongqi is mainly based on the private car market, and also represents consumers' recognition of the Hongqi brand.
As the hegemons of second-tier luxury brands, Cadillac and Lexus did not perform well. According to the amount of insurance, Cadillac surpassed Lexus in 2021, an increase of 2.5% year-on-year to 233,000 vehicles, ranking sixth. In terms of specific models, the Cadillac CT5 is insured 62,000 vehicles, the XT5 is insured 52,000 vehicles, and the XT4 is insured 49,000 vehicles. As for Lexus, its insurance number in China during the year was 219,000 units, down 6.8% year-on-year and down three places from 2020. In terms of specific models, the amount of insurance on Lexus ES fell by 7.8% year-on-year, the Lexus RX fell by 2% year-on-year, and the Sales of Lexus NX fell by 10% year-on-year. From the data point of view, Lexus's main hot models have shown different degrees of decline.
Although Volvo is not as famous as Cadillac and Lexus in terms of brand fame, its market performance in recent years has been relatively stable. According to the amount of insurance, Volvo delivered 172,000 vehicles in 2021, a slight increase of 0.6% year-on-year. Under the influence of the general environment, Volvo can still achieve growth is the best result, and the sharp weapon to maintain growth is mainly because of its product preferential margin. In terms of specific products, the Volvo XC60 delivered 65,000 units, the Volvo S90 38,000 units, the Volvo S60 28,000 units, and the Volvo XC90 20,000 units.
As for the Lincoln brand, it will increase by 46.4% y/y to 92,000 units in 2021. The sales growth of the Lincoln brand is the highest among luxury brands, mainly because it began to achieve domestic production in 2020, successively listing adventurers, aviators, navigators, and the new car Lincoln Z pre-sold at the 2021 Guangzhou Auto Show will also be listed this year. In terms of specific products, adventurers will sell 50,000 vehicles, voyagers 19,000 vehicles and aviators 13,000 vehicles in 2021. In fact, Lincoln's product strength is not bad, and brand awareness is the main factor affecting its growth.
Throughout the year, the high-end demand for consumption upgrades is still strong, which is one of the main market driving forces to boost the luxury car market, and also makes the market structure of luxury cars continue to remain stable. However, more and more domestic brands have begun to enter the luxury market, and the electrification trend led by new power brands, such as Ideal, Weilai, Lantu, etc., has impacted the competitive pattern of the traditional luxury brand market, while the competition between domestic luxury brands and international luxury brands, luxury fuel vehicles and luxury electric vehicles is becoming more and more interesting.
WeChat public number: used car wisdom Pan Pan (id: carman228)
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