Luxury Car
2021
Cheng Yunhui / Written
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F: What car did you drive to pick me up?
M: BMW 3 Series.
F: Three hundred thousand broken BMWs, my ex-boyfriend drove a Bentley; no Bentley was still willing to come out on a date, stinky DS.
man:......
There are 600 million people in China with an average monthly income of about 1,000 yuan, and only 65 million people with a monthly income of more than 5,000 yuan, but in Douyin, "one big Bentley per capita" is already the norm. So, how many of these ultra-luxury brands will sell in 2021?
01
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Porsche
If you want to say who is the best ultra-luxury brand in the domestic mix, it is definitely Porsche. In 2021, global sales exceeded 300,000 units for the first time, reaching 301915 units, and 95,671 units were sold in the Chinese market alone. Although it cannot be said that "one Porsche per capita", the visibility on the street is still quite high, and China has become the world's largest single market for Porsche for seven consecutive years.
The top seller in the Porsche lineup is still the SUV series, and the cheapest Porsche Macan also has the highest sales volume, with a total of 88,362 units sold worldwide; Cayenne is close behind, delivering a total of 83,071 new cars, far ahead of other ultra-luxury brands.
It is worth mentioning that the delivery of Porsche's soul model 911 has also reached a new high, with global sales reaching 38464 units; a total of 4002 units have been delivered in the domestic market, an increase of 67% compared with last year, it can only be said that there are more and more rich people in China, but it is a pity that "there is no me"!
Surprisingly, the sales of the Porsche pure electric model Taycan exceeded the 911, and a total of 7315 units were delivered in China last year. It seems that the domestic new energy vehicle policy on the sales of models is still relatively large, in 2021 Porsche's pure electric and electric hybrid models accounted for 18% of the total domestic sales, the growth rate is obvious, perhaps in a few years even Porsche 911 will also move towards electrification, and buy and cherish it.
02
Bentley
As for the big Bentley on "one per capita" on Douyin, the actual sales volume is not so impressive. In 2021, Bentley's global market has sold a total of 14,659 new cars, while the Chinese market sales are only 4,033 units, according to the domestic Douyin daily active users of 600 million to calculate, about 148,772 Douyin users, there will be a real Bentley owner.
Although the data is incomparable with Porsche, this level of sales is still very good for Bentley, not only an increase of 31% compared with the same period last year, but also a 40% increase in the Chinese market year-on-year, accounting for 27% of Bentley's global sales, becoming the world's second largest market after the American market.
The reason why Bentley's sales have been able to achieve such a big breakthrough is that the new SUV model launched in 2015, the Benta-Eq, can be said to be the greatest achievement. According to official statistics, the sales volume of Bentley Bentayga in 2021 is about 5800 vehicles, accounting for 40% of global sales, which is definitely the main model of the current Bentley car series.
Of course, after the introduction of the new V8 model, the price of Bentley Continental GT and Flying Spur was further reduced, and sales also increased. Among them, the cumulative global sales of the Continental GT are 4800 vehicles (including the convertible version), and the sales volume of the Flying Spur series is about 3900 vehicles. In 2021, when the epidemic is raging, Bentley, as an ultra-luxury brand, can achieve such sales results, which is gratifying.
03
Rolls royce
As the top luxury goods in the automotive industry, the ceiling is generally present, and you can imagine that Rolls-Royce's sales in 2021 will soar by 49% year-on-year, with a total of 5586 new cars delivered worldwide, achieving the best annual sales results in the 117 years since the establishment of the brand.
To know that the unit price of Rolls-Royce is not Porsche, Bentley can be compared, even the cheapest Gust starting price is nearly 5 million yuan, the most expensive Price of Rolls-Royce Phantom landing price is more than 10 million, this 49% growth directly for Rolls-Royce has brought tens of billions of revenue.
Rolls-Royce CEO Ston Müller Utfer said: "Rolls-Royce sales in the US, Canada and China all hit record highs in 2021, with demand for the new Gust sedan and Cullinan SUVs particularly strong. ”
Bentley made a lot of money on SUVs, and Rolls-Royce naturally did not want to show weakness. According to official statistics, the sales of Cullinan SUVs account for about 40% of all Rolls-Royce sales, and the production of SUV models directly promotes the growth of brand sales, and it seems that more ultra-luxury brands are imperative to join the SUV camp.
It is worth mentioning that Rolls-Royce also released the official spy photo of the first new energy model - The Shining some time ago, and announced that the new car will be officially listed in the fourth quarter of 2023, and Rolls-Royce's future sales may usher in new growth.
04
Lamborghini
It never occurred to me that the Lamborghini, a supercar that is rarely seen on the road, can sell more than 8,000 units a year. Although the Annual Sales in the Chinese market was only 935 units, the year-on-year increase was as high as 55%, making it the second largest market in the world.
Maybe the probability of seeing a Lamborghini on the street is higher in the future, but I think most of the Lamborghinis you see should be Urus. Because 5021 of these 8405 are contributed by Urus, accounting for up to 60%, it seems that not only Chinese people like SUVs, but foreigners are also very fond of tall and powerful SUVs.
The delivery of Lamborghini's very classic supercar Hurcan and Aventador reached 2586 units and 798 units respectively, although the sales are not high, but for this top rich man's big toy, it is also a good result.
It is worth mentioning that these top rich people have not only pushed up Lamborghini's sales in 2021, but even Lamborghini's 2022 production capacity has been booked. Even if you place an order now, you may not be able to pick up the car until 2023, and I really don't understand the world of rich people!
Write at the end
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Although "one Bentley per capita on Douyin" is a joke terrier, it also reflects the rapid growth of ultra-luxury brand sales in the past two years. In 2021, the sales of ultra-luxury brands such as Bentley and Rolls-Royce have increased significantly, of which the contribution of SUV models is very prominent, and the preference of Chinese people for SUVs has slowly affected the product planning of automobile manufacturers.
Now that the Lamborghini SUV is on the road and the Ferrari SUV will be unveiled this year, will the McLaren SUV be far away? Which ultra-luxury brand are you most looking forward to launching an SUV model? Welcome to leave a message below the article and discuss and communicate together.