Although last year's supply chain restrictions led to a certain degree of constraints on market capacity, in the luxury brand market, demand is still unabated, and after ushering in the new power of electric vehicles, this segment seems to have become more lively. Recently, the 2021 luxury car sales ranking has been released, and then look at the sales situation of major car companies.
The Ashkenazi still occupies an absolute lead
It seems that since many years ago, luxury brands have always been represented by Mercedes-Benz, Audi and BMW. The three are competitors to each other, alternately reaching the top every year. Judging from the sales data, BMW won the crown this year, and the annual sales reached 846,000 units, an increase of 8.9% year-on-year. The reason is mainly because the product strength of the main sales of the 3 series, 5 series, X3 has been greatly improved, and most of the competitors of the other two peers need to face the replacement or the replacement of the old and new, in the current words, it is "all dependent on the peers". In addition, last year BMW was relatively little affected by chip supply, which also allowed it to absorb market share from other brands.
Mercedes-Benz came in second with 758,000 units, but declined by 3.6% year-on-year. On the one hand, the lack of cores has led to the narrowing of the preferential margin, on the other hand, Mercedes-Benz has carried out a number of recalls of quality problems last year, which has also hit consumers' desire to buy cars to a certain extent.
Audi was in third place, with sales of less than 700,000, a 5.5% year-on-year decline. Unlike BMW and Mercedes-Benz, Audi has always adopted a price-for-volume sales strategy, such as A4L, Q5L, A6L and other main sales models have a 15%-20% discount, but due to supply chain problems, the discount is reduced, so that it loses the cost-effective advantage.
Second-tier luxury brands usher in spring
As mentioned above, last year, BBA could not meet the market demand 100% because of the production capacity problem, so the excess part flowed into the second-tier luxury brand camp. The absolute representative of the second-tier luxury brand is undoubtedly the American Cadillac, with annual sales reaching 232,000 units, an increase of 2.5% year-on-year. In the past two years, Cadillac has continuously updated its products under the premise of retaining the original preferential policies, including CT4 and CT5 two sports rear-drive cars, which perfectly meet the needs of young consumers today.
Lexus sold 219,000 units last year, down 6.9% year-on-year, mainly due to capacity issues that led to long wait times. It is reported that the new NX not only needs to add 20,000 yuan of decoration, but also waits for the car for nearly half a year. However, the status of Lexus imported cars does attract a lot of attention, especially those who are not interested in cars and just want to buy a car to live with peace of mind.
Volvo remained largely unchanged, with full-year sales of 171,000 units, up 0.5% year-on-year. Last year, Volvo's product camp remained basically unchanged, with only a mid-term change to the XC60. Judging from the current new car information, Volvo in 2022 will not have too many big moves, considering that competitors continue to innovate, and not making progress is equivalent to standing still.
Two brands into dark horses
Thanks to the addition of the new model Y last year, Tesla's missing SUV products have also been supplemented, complementing the original Model 3. Full-year sales reached 322,000 units, up 118.7% year-on-year, making it the largest increase among the top 10 car companies. And such achievements are still based on the limited production capacity, waiting for the car for up to 3 months, if the production capacity is fully released, I think this number will be more exaggerated.
The other is the domestic Hongqi Automobile, with annual sales of 271,000 units, an increase of 42.2% year-on-year. Although no new cars have been released this year, they have achieved a sharp rise thanks to the excellent performance of the HS5, H5 and H9 models.
summary
Throughout the picture, last year's luxury car sales list is still based on the BBA as the first echelon, and the United States and Japan occupy the second camp, and the overall pattern has not changed much. However, Tesla as a new energy vehicle brand can be among the forefront is also quite an excellent performance. It is believed that as more and more car companies impact the high-end new energy market in the future, the ranking changes of the last few on the list will be relatively large.