As manufacturers of ultra-luxury brands have successively announced sales in 2021, the annual results of the "Crown Jewels" have also been announced. Overall, their market performance is very strong, and the Contribution of the Chinese market is quite high.
The so-called ultra-luxury brand products, we generally take the luxury brand BBA as a reference, such as Bentley and Rolls-Royce, etc., of course, belong to the top ultra-luxury brand. However, in the Chinese auto market, Porsche and Maserati, the two brands, have no shortage of products with similar prices to Mercedes-Benz BMW Audi, but because of their brand historical background, they are also classified as ultra-luxury brands.
According to incomplete statistics, ultra-luxury brands including Rolls-Royce, Lamborghini, Porsche and other ultra-luxury brands all set record sales in history last year. 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 55% year-on-year.
NO 1 Porsche
According to Porsche's January 13, 2022 news, Porsche's global new car deliveries reached a record high in FY2021, with a total of 301915 new cars delivered, an increase of 11% compared to 2020. Among them, the Americas market has the largest growth, and China still holds Porsche's position as the world's largest single market.
In 2021, Porsche delivered 95,671 new cars to customers in China, making it the world's largest single market for the seventh consecutive year, with sales up 8% year-on-year. Porsche has maintained a high growth rate in China, with 140 sales outlets, of which 6 will be newly built in 2021.
In terms of specific models, Porsche's best-selling model is still the SUV, of which the Macan ranks first, with 88,362 customers worldwide becoming new owners of the Macan; Cayenne is close behind, delivering a total of 83,071 new cars.
The Taycan, a pure electric Porsche sports car, has seen significant growth. A total of 41,296 new vehicles were delivered, more than double last year's deliveries. The porsche 911, a sports car benchmark, also reached a new high of 38,464 new vehicles. Panamera delivered 30,220 new vehicles, with 718 Boxster and 718 Cayman delivering a total of 20,502 new vehicles to customers.
It is worth noting that the share of new car deliveries of Porsche pure electric and plug-in hybrid models will increase significantly in 2021, accounting for 18%. In 2021, about 40% of the 86,160 Porsche sports cars delivered in Europe will be pure electric or plug-in hybrids. In terms of transforming new energy, Porsche is the most active of many ultra-luxury brands and has achieved certain results.
However, although the Chinese market is still Porsche's largest single market, the growth rate is already lower than that of the North American market. The latter achieved a staggering 22% year-on-year increase in 2021, delivering a total of 84,657 new cars, and perhaps the North American market can return to Porsche's largest single market position in the future.
NO2 Maybach
According to motor vehicle insurance data, Maybach will deliver 0.94 million new cars in 2021, ranking second in the sales ranking of ultra-luxury brands in 2021. Among them, the Maybach S-class has an insured volume of 0.66 million units, occupying the mainstream sales of the brand, followed by the Maybach GLS, with an annual sales volume of 0.28 million units.
It should be noted that Maybach is different from the previous Maybach, but mercedes-Benz's Maybach-S class, which belongs to the sub-brand of Mercedes-Benz. Compared with the previous Maybach, the price of the vehicle has dropped significantly, but it still remains above the level of more than one million yuan.
Maybach S-class manufacturers guide price of 1.468-238.8 million yuan, the appearance of the temperament is extraordinary, everywhere highlights the style and honor. The shape adopts the exclusive design language of Maybach, and is blessed by the three-pronged star, the exclusive Maybach bumper, the classic grille and the Maybach badge at the C-pillar, which is supreme and luxurious, and highlights the master craftsmanship everywhere.
In terms of power, the Maybach S-Class 2021 S480 and S580 both use a 48V light mix system, equipped with a 3.0T L6 engine and a 4.0T V8 engine respectively. The V8 engine has a maximum power of 503 hp, a peak torque of 700 Nm, and an acceleration time of 0-100 km/h in 5 seconds.
NO3 Maserati
Maserati's new car deliveries in 2021 were 0.71 million, up 47.9% year-on-year, directly ranking third in the sales ranking of ultra-luxury brands. Among them, maserati levante and Ghibli are the models that contribute the most to the brand's sales, with an annual insurance volume of 0.43 million units and 0.25 million units respectively.
Maserati Levante's manufacturer guidance price for this medium and large SUV is 84.18-191.58 million yuan, and its sales in 2021 are almost the same as Maserati's entire brand delivery in 2020, and the growth rate is amazing.
The price of the 2022 Maserati Levante 2.0T GT Sharp Edition is 24,000 yuan higher than that of the current model, and the 2.0T version is equipped with a 2.0T four-cylinder engine + 48V micromix system, with a maximum power of 330 horsepower and a peak torque of 450 Nm; the 3.0T model is equipped with a 3.0T V6 engine, with a maximum power of 350 hp and a peak torque of 500 Nm. Both models are mated to an 8-speed manual transmission and an all-wheel drive system. The official claim is that the 100 km time of the 2.0T model is the same as that of the 3.0T model, which is 6 seconds.
NO4 Bentley
According to official data, Bentley sold a total of 14,659 new cars worldwide in 2021, compared with 11,206 sold in 2020, a 31% year-on-year increase. Among them, the American market is still the brand's largest source of sales, with 4212 deliveries in 2021, an increase of 39% year-on-year; the Chinese market is the second, with 4033 deliveries last year, an increase of 40% year-on-year.
In terms of models, the Bentayga series is Bentley's best-selling model in the world, accounting for 40% of internal sales; it is followed by the Continental GT series, which accounts for 33% of sales, while the Continental GT Convertible Edition contributes 40% of the sales of the car series. As for the sales of the Flying Spur series, it accounts for 27%. However, although the European GT series is selling hot worldwide, domestic consumers are more fond of the Flying Spur series and the Bentayga series.
From the current sales situation, the gap between the Chinese market and the American market, which ranks first in sales, is not large, and the Chinese market has become Bentley's fastest growing market for two consecutive years, and it may not be long before the Chinese market can replace the American market as Bentley's largest sales source.
NO5 Rolls-Royce
On January 10, Rolls-Royce, a luxury car manufacturer owned by German BMW, announced its sales for the whole year of 2021. According to the data, the Rolls-Royce brand delivered a total of 5586 new cars in 2021, an increase of 49% over 2020, achieving the best annual performance since the brand was founded 117 years ago.
Rolls-Royce officials said that the Greater China and North American markets accounted for 30% of global sales, tied for the first place. The rest of the market also set record sales of the best sales in history.
The Rolls-Royce Greater China market includes Chinese mainland, Hong Kong, Macau and Taiwan. This means that on average, one in 800,000 Chinese will buy a Rolls-Royce brand car in 2021.
At present, Rolls-Royce sells five mass-produced models in China, including Mirage, Gust, Cullinan, Phantom and Shadow, of which Gust has the lowest price, starting at 4.73 million yuan, and the highest priced model Mirage, starting at 7.9 million yuan.
NO6 Lamborghini
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.
Stephan Winkelmann, Chairman and CEO of Lamborghini, said: "This historical record is a testament to the four factors that underpin our success: a robust strategic plan, an extraordinary international reputation for the brand, the outstanding competence and enthusiasm of our employees, and the professionalism and dynamism of our 173 dealer partners in 52 markets– who have always worked with us in these exceptional times of challenge and uncertainty. ”
NO7 Ferrari
Ferrari delivered a total of 11,155 sports cars to customers worldwide in 2021, an increase of 22.3% compared to 2020, a record high. At the same time, this is also the second time that its annual sales exceeded 10,000 units, and the other time was in 2019, with a figure of 10,131 units.
"Douyin Internet celebrities have one Ferrari per capita?" Obviously, this is not possible, according to Ferrari, and Greater China, which includes Hong Kong, Macao and Taiwan, achieved sales of 899 units in 2021, an increase of 97% compared to 2020. In 2020, Ferrari's annual domestic sales are less than 500 units.
Even in the EMEA region, Ferrari's largest market, which includes the Middle East, Europe and Africa, only 5492 units were sold. North America is Ferrari's second largest market, with 2,831 new cars delivered in 2021.
Write at the end
It is not difficult to find that the sales gap among ultra-luxury brands is also quite large, and there are even more niche ultra-luxury brands such as Pagani and Bugatti, and the sales volume has not been announced, and may even be single digits.
However, the overall ultra-luxury brand did achieve an increase in sales in 2021. Perhaps because of the improvement of the economy, or perhaps only in the first few years of the epidemic, the number of rich people who pursue timely happiness has become more numerous.