In the past 2021, BMW has not launched any special "volume" of new or replacement models in the domestic market, and the annual product layout is basically focused on the upgrading of existing models, the expansion of the lineup of high-performance M family, and the re-planning of pure electric i family. However, even without the help of new blockbuster new cars, BMW still achieved positive growth of 9.91%, surpassing Mercedes-Benz with a record of 833,700 units and leading the "BBA" luxury brand.
Key takeaways:
1· Domestic models such as the 5 Series and X3 are still the main sales force; although the M family base is small, it has increased significantly.
2· Factors such as the epidemic and supply chain have affected BMW's sales trend, and it has joined forces with multiple suppliers to ensure product supply.
3· The iX3 market performance is better than the competition, but the lack of an independent pure electric platform makes BMW's position still "embarrassing".
4· The domestic BMW X5Li will become a blockbuster model this year, and the pure electric i family will expand the product lineup.
● Total sales of 833,700 units, up 9.91% year-on-year, leading the BBA
As mentioned at the beginning of the article, BMW surpassed Mercedes-Benz in 2021 with a total sales volume of 833,700 vehicles, an increase of 9.91% year-on-year, leading the BBA luxury brand. From the perspective of the product structure of the top ten sales, the top three are BMW 5 Series, BMW 3 Series, and BMW X3, and their sales account for 22.54%, 22.35%, and 19.23% respectively, which has exceeded more than half of the overall sales.
Specific to the model, bmw's main sales model, only the niche BMW X2 and the BMW 7 Series at the end of the product have a slight decline of 2.36% and 0.39%, respectively, while the rest of the models are in a positive growth state.
BMW M3/M4
It is worth mentioning that the BMW M family has also further updated and expanded its product line in 2021, although sales will certainly not be many, but the growth trend cannot be underestimated. For example, the BMW M3/M4 has risen by more than 100%, and the BMW X5 M/X6 M has exceeded 200%.
BMW iX3
As for pure electric vehicles, bmw currently only iX3 and iX on sale, iX3 as an electric version of X3 models, it is much better than the same level of Mercedes-Benz EQC, Audi E-tron, and this is due to the official wave of price cuts in early 2021 and subsequent terminal offers, so there are 21814 sales results throughout the year (FMCC data). As a model that has just been launched, and as the flagship product of BMW's pure electrification, the iX is expensive, and its popularity has not yet been fully played, so the support for sales is not very large.
● Cooperate with multiple suppliers to ensure product production and supply
Due to the shortage of chips and the stimulation of the rebound of the epidemic, in fact, 2021 is not good for major car companies, and the decline in sales from Mercedes-Benz and Audi can basically reflect this, but BMW can continue to rise, to some extent, it also shows that it has a more sound mechanism and preparation in the supply chain.
In December 2021, bmw signed direct supply assurance agreements with two microchip developers and semiconductor manufacturers to ensure the supply of millions of microchips per year. These components, which control the ambient lighting system, will be used first in the BMW iX model. This innovative way of cooperation is becoming more and more common, suppliers with orders in hand have the confidence to lay down production lines in advance, and can also calmly invest in research and development, while car companies can ensure that they can get goods and win-win with each other.
In addition, BMW has also signed a battery contract of more than 23.8 billion US dollars to ensure the demand for cars after 2024; it has also signed a contract with a raw material supplier to directly supply raw materials for battery manufacturer NINGDE Times to help BMW survive the shortage of power batteries and non-ferrous metals in the early stage of the epidemic.
But even so, best-selling cars like the 3 Series and 5 Series will surely remain in short supply. According to our previous survey in October 2021, the 3 series of existing cars at that time was very tense, with only 2-3 or so existing cars, the preferential range was 3-5 points, and it basically took 2-3 months to pick up the car. 5 series of existing cars are relatively more, the discount is also 3-5 points, and the booking also needs to wait for about 2-3 months.
From the perspective of the monthly sales trend in 2021, BMW's sales performance in the second and third quarters of 2021 is still very good, but the trend of sales in the future is still decreasing. In particular, BMW did not bring better sales growth when it was "Golden Nine Silver Ten", which is mainly related to objective factors such as the epidemic and supply chain, and the concentrated growth in November can also indicate that it is very likely that the sales release caused by the delay in delivery is very likely.
● In the second phase of electrification development, more new vehicles will be put on the market
2021 is not BMW's "product year", the mid-term modification of many volume models is relatively conventional, and the launch of iX as a pure electric flagship model is more to enhance the tone of the future pure electric vehicle product line. However, in 2022, with the domestic production of BMW X5Li and the introduction of many subsequent pure electric models of the i family, BMW's performance in 2022 seems to be more exciting.
The domestic BMW X5Li will undoubtedly become the most important model of BMW in 2022. As an imported model sold for nearly 700,000 yuan, the BMW X5 exceeded 50,000 sales in 2021, which is quite a staggering figure. The domestic BMW X5Li will be extended in line with the Chinese market, and after the price is significantly reduced in the future, sales should usher in a new climax.
In addition to further consolidating its position in the field of fuel vehicles, BMW will further expand the lineup of "i family" pure electric vehicle models in 2022. After all, BMW is different from the other two BBA companies, and there is no independent pure electric platform at this stage. Therefore, with the blessing of BMW's "fifth-generation electric drive technology", BMW will add a pure electric version to each level of models in the future for a period of time, and name it "i", saying that it is popular or "oil to electricity".
The new BMW 5 Series pure electric version spy photos
Previously, BMW announced three rough stages of electrification development, in the previous years when BMW launched i3, i8, BMW called it the first stage of electrification development, that is, BMW i opened; currently BMW is in the second stage of electrification development, now BMW has iX3, iX and i4 three pure electric models, at the same time, BMW will also launch a pure electric version of the 5 series and 7 series models.
BMW XM Concept
In the future, in the third phase of electrification development, BMW's plan to call the "new generation" will be launched, and in 2025 BMW will release a "new generation" model, while at this stage, the MINI full range of models will achieve pure electrification. BMW also said that within the next 10 years, BMW expects to deliver a total of 10 million pure electric models worldwide.
● Say at the end
2021 is of great significance to BMW, not only because of the superficial phenomenon that sales surpass Mercedes-Benz and lead the BBA; but also in the fact that it can have the ability to ensure product supply in the context of the epidemic and chip shortage, as well as the stable and balanced performance of its models. Putting aside sales, the upcoming domestic BMW X5Li will undoubtedly become one of the most important models in 2022; and BMW's launch of iX at the end of last year also indicates that it will continue to exert force in the pure electric market in 2022 and further improve the two-stage layout of brand electrification. From the current point of view, the lack of an independent pure electric platform is still BMW's shortcomings in the new energy market. Therefore, after the end of the second-stage layout of brand electrification, BMW's new generation of products is also more exciting.