When it comes to luxury brands, you will think of BBA, Cadillac, Lexus, Jaguar, Hongqi, Lincoln and other brands, but few people can think of Alfa Romeo, which is not only lowly known, but also one of the few brands with difficult names to remember. If it is not a car enthusiast, Presumably not many people can remember the full name "Alfa Romeo", the brand's sales in China have been tepid, and even the flame of hope is facing extinguishing.
The data shows that in 2017, Alfa Romeo sold 3591 vehicles in Chinese mainland, 5390 in 2018, 8940 in 2019, 1590 in 2020 and 1409 in 2021. 2019 is a record high, but only 8940 vehicles, 2021 is the lowest level in history, only 1409 vehicles in the whole year, an average of 117 vehicles per month, whether this sales can earn enough rent money is difficult to say.
It is a little gratifying that in 2021, Alfa Romeo achieved a global record of 18,252 units, which means that China's sales account for only 7.7% of the global market. Although China is the world's largest luxury car market, but Alfa Romeo's performance in China is also too poor, according to the current sales trend, next year may be less than a thousand, if this continues, exit the Chinese market is sooner or later.
Come and go, how embarrassing is it to delist, besides, the Chinese market is so big, who is willing to give up? Effort doesn't necessarily succeed, but success takes effort, presumably that's what Alfa Romeo thought. In fact, from another perspective, sometimes giving up is also a kind of success, and fearless persistence can only make yourself fall deeper and deeper. At present, the matter in front of Alfa Romeo is very tricky, in order to survive in the Chinese market, it is necessary to change the existing state, if the existing state is right, why can't the sales be?
Take Alfa Romeo Giulia as an example, the price of this car is to BMW 3, Mercedes-Benz C, Audi A4 to align, if on horsepower and torque, Romeo wins, if on size and influence, not at all in the same channel, take the size of it, people are lengthened, you do not lengthen, the back row space is too small to die, completely inconsistent with China's national conditions, the rear space is very important, from this point it means that Romeo does not understand Chinese consumers, do not take what sports genes to speak, think about why everyone is lengthened? Even the Audi A7 has been lengthened? Why? This is called following the customs.
To the size is not, the brand influence is not good, the price is not cheap, the after-sales can not keep up, the accessories are still expensive, how can it sell well? It's like a young man, what's the use of having energy alone? Even what women need in the new era you don't understand clearly, how can you have a girlfriend? Now the most important thing is to survive, there are ways to reduce prices, seize market demand, rely on the Chinese market to survive, survive is hope, and then change the track to do new energy, temporarily humble points are OK, even Ferrari are bowing their heads to build SUVs, what else to think about?
According to Alpha's global sales, it is enough to prove that the brand has been marginalized, and it is better to fight than to die. Now many home appliance companies dare to get involved in new energy, they do not have any car-making experience, no matter how Alpha is also a century-old brand, has a certain car-making experience and market operation experience, this is the advantage, if the operation is good, it will make a comeback, if you do not change the existing state, and then continue like this, it is sooner or later to be acquired or delisted. If one day it is acquired by a company that makes home appliances, it will be embarrassing.