The Spring Festival holiday has just ended, I believe that many car friends have begun a new year of struggle for their dream car, after all, the annual Spring Festival Auto Show has given everyone a lot of incentives - there are a bunch of Rolls-Royce, Bentley, Porsche parked in the village but there is no mine, what reason do we have not to work hard? (Cough, if you have already bought a Porsche, you can also try to buy a few more)
Rolls-Royce: A 100-year record
Why write this? Because we accidentally saw rolls-Royce and Bentley and Porsche sales in 2021, especially Dalao, sales broke the historical record.
Rolls-Royce, one of the ceilings of luxury cars, has reached 5,586 cumulative global sales in 2021, an increase of nearly 50% year-on-year, the highest sales year in the brand's 117-year history. (So if there's a Rolls-Royce in your village, I'm not at all surprised.)
But the glow of new sales was quickly overshadowed by a seat of inappropriate remarks by the Rolls-Royce CEO. Rolls-Royce CEO Tolsten Müller Otterworth said in an interview: "A lot of people have seen people in their communities die of COVID-19, and it makes them think that life can be short and that you'd better enjoy life now than postpone it later." This also helped tremendously (Rolls-Royce sales). ”
In this regard, Kristen Lee, a reporter for The Drive in the United States, commented: "If I were the head of public relations at Rolls-Royce, I would definitely tell the CEO to be careful in what he said and did not say such things." Previously, Rolls-Royce also looked for Internet celebrities in China to endorse, was Wang Sicong commented "very low", want to know the details can move To Rolls-Royce to ask Internet celebrities to promote public anger, the promoter is still in the official micro-intimidation of car owners
In 2017, in an interview with automotive News, the Rolls-Royce CEO also accused Bentley-Vale, an SUV based on volkswagen group MLB Evo platform, of being too "cheap" from the Audi Q7, the new Volkswagen Touareg and Lamborghini's Urus. His own Cullinan is the real high-end luxury car.
From the perspective of specific models, even if it is the top rich, the taste of buying a car is more inclined to SUVs. 40% of Rolls-Royce's cumulative sales in 2021 will be contributed by one model in Cullinan, and the other four sedans account for the remaining 60% of sales, of which Gust is the best-selling sedan model.
Interestingly, the average age of Rolls-Royce customers today is around 43 years old, which means that many new owners are under the age of 30, which can be described as young and promising. According to Shanghai insurance data, Rolls-Royce's sales in the Chinese market in 2021 will be about 1700 vehicles, accounting for about 30% of global sales, and China is still Rolls-Royce's largest single market.
Bentley: Rouse was never as good as me
As we all know, ultra-luxury brands are not only Rolls-Royce, but also Bentley. In 2021, Bentley delivered a total of 14,659 vehicles worldwide, an increase of 31% year-on-year. Among them, sales in China were 4,033 units, an increase of 40% year-on-year, accounting for 27.5% of the brand's total global sales. Compared with Rolls-Royce, Bentley is less dependent on the Chinese market.
Bentley doesn't have as much lace news as Rolls-Royce, but it is in a quality crisis. Bentley has many celebrity owners, including Lu Yi and Bao Lei, Li Xiaolu, Ge You and so on. Jiang Jinfu is also the owner of the Bentley, but Bentley may not want to mention him.
On January 15, 2018, Jiang Jinfu posted a Weibo article with the headline "@Bentley Auto China Do Your Cars All Come with Bungee Function?" 》。 Jiang Jinfu said in the article that the Bentley Continental he bought in October 2017 was constantly shaking when it was open, and there was an EPC on the meter. At this time, his car had driven less than 2,000 kilometers without any collisions and intense driving.
The EPC is an electronic power control system, similar to an electronic throttle. EPC reports failure, there are generally three possibilities: one is that the throttle control line is faulty, such as poor contact and signal inaccuracy; the second is that the throttle is too dirty, resulting in instability in its work; and the third is that there is a leak in the engine intake system.
Supposedly such an expensive car should not have such a low-level problem, but he just did. However, the focus of netizens is not on the car, but on the quality of Bentley complained about Bye. Some netizens left a message under Jiang Jinfu's Weibo: "Too much dick, a 3 million car still defends its rights?" I have to make people marvel, and some netizens said that "I will not buy Bentley in the future" in solidarity with Jiang Jinfu.
However, even a star like Jiang Jinfu is difficult to defend his rights, and the article has not yielded any results in a month of issuance. There are actually many cases of celebrities vigorously defending their rights through Weibo and even tearing each other up. For example, before Xiong Dailin bought a Rolls-Royce (netizens commented on "what to buy Roewe", the brain hole is really big), Han Xue complained about Ctrip, Huang Xiaolei shouted Disney staff, etc...
Porsche: Money is everywhere
It is not only Rolls-Royce that has set a new high in sales, but also the German luxury brand Porsche in 2021. In 2021, Porsche delivered 301,900 new vehicles worldwide, an increase of 11% year-on-year, and achieved positive sales growth in all markets.
In 2021, Porsche delivered nearly 96,000 new cars in the Chinese market, an increase of 8% year-on-year and accounting for nearly 30% of Porsche's global sales, which has become The world's largest single market for seven consecutive years. The U.S. market grew 22% year-on-year to 70,025 units, second only to the Chinese market in terms of volume.
In Porsche's home country of Germany, Porsche sales rose 9% year-on-year to 28,565 units. Although this figure cannot be compared with China and the United States, it accounts for a very large proportion of The total sales of 86,160 vehicles in the European market of Porsche. It is worth noting that new energy accounts for 40% of Porsche's sales in Europe, and the speed of Porsche's transformation is breathtaking.
In terms of specific models, the Macan remains Porsche's most popular model, selling 88,362 units in 2021. Cayenne followed, with sales of 83,071 units in 2021. As the soul of Porsche, the 911 reached a new high of 38,464 units in 2021, but it was slightly inferior to the 41,296 units of the pure electric sports car Taycan. As for Panamera and 718, 30,220 and 20,502 vehicles were delivered in 2021, respectively.
BBA: BMW beats Mercedes, Audi is still the little brother
In 2021, BMW delivered 2.5215 million new cars (including BMW, MINI and Rolls-Royce) worldwide, surpassing Mercedes-Benz's 2.093 million units and becoming the number one luxury car sales list, of which the BMW brand alone received 2.214 million units sold, setting a record high for the brand. Audi maintained the level of 1.681 million units last year.
Looking at the Chinese market, BMW is the only luxury brand in the BBA that has increased sales, with sales of 846,000 vehicles (including MINI) in China in 2021, an increase of 8.9% year-on-year; while mercedes-Benz and Audi sales have declined to varying degrees, of which Mercedes-Benz sales reached 759,000 units, down 2% year-on-year; Audi sales reached 700,000 vehicles, down 3.6% year-on-year.
From the perspective of specific models, BMW's main models BMW3 Series, BMW5 Series and BMW X3 have sold more than 150,000 units, and the annual sales of BMW X5 exceeded 50,000 units for the first time. In 2021, BMW's new energy models sold more than 48,000 units in China, an increase of 69.6% year-on-year. Among them, the sales of pure electric BMW iX3 exceeded 21,000 units.
The explanation for the decline in sales by Mercedes-Benz and Audi is the shortage of chips, audi said that the shortage of chips has seriously interfered with the production of its localized models, but the demand for imported models has increased significantly, up 53% year-on-year. Among the major models, sales of Audi A5 increased by 96.7% year-on-year, Audi Q7 increased by 74.4% year-on-year, pure electric model e-tron increased by 68.7% year-on-year, and sales of high-performance sports models increased by 113.4% year-on-year.
Second-tier luxury: Lexus fell out of favor, red flag first
In 2021, the sales volume of domestic second-tier luxury brands has changed significantly, and the most surprising thing is that Lexus has "fallen out of favor" and the rapid progress of Hongqi. From the perspective of sales, the top five domestic second-tier luxury brands in 2021 are Hongqi, Cadillac, Lexus, Volvo and Lincoln.
Hongqi won 300,000 sales in 2021, and in 2018, Hongqi's annual sales were only 33,000 vehicles, with a sales growth of nearly 10 times in four years, and Hongqi's performance had to be said to be a miracle. Previously, it was reported that The MPV of Hongqi is also on the way, see the exposure of Hongqi's new MPV, released or benchmarked alpha and Lexus LM in 2022
Cadillac sold 233,000 units in China in 2021, up 1.4% year-on-year. In terms of specific models, CT5 sold 62,098 units, an increase of 37.9% year-on-year, and XT6 sold 37,998 units, an increase of 43.1% year-on-year. In 2021, Cadillac also brought a new pure electric model Lyriq, interested riders can review cadillac LYRIQ with "sensory experience" design high value, the pattern opened up at once
Lexus sold 219,000 vehicles in China in 2021, down 6.8% year-on-year, the only one among the top five brands in terms of sales of second-tier luxury brands. Lexus attributed the decline in sales to the chip shortage is actually a bit one-sided, the product force is not strong and the price increase is the main reason for the cooling of Lexus sales, 300,000 levels and zero hundred time into less than 10 seconds of the model is really a handful.
Although Volvo's 2021 sales increased by 3.1% year-on-year to 171,000 units, the ranking declined, not because Volvo did not work hard, but because the opponent was too strong. Volvo's weak sales growth, and its "price for volume" business strategy has a lot to do with it, the price plunged sharply leading to a decline in product quality, in 2021, there was even an explosion in Nanjing Plug-in Volvo, new energy is not reliable? Behind or behind such an event.
Lincoln's sales in China in 2021 increased by 48%, with cumulative sales of 91,000 vehicles, which is also a new high in sales after the Lincoln brand entered the Chinese market, if it had been produced a few years earlier, perhaps Lincoln would now be a luxury brand with annual sales of 200,000 vehicles. Lincoln should prefer China to his hometown in the United States, after all, Lincoln's sales in China in 2021 have exceeded sales in the United States.
Write at the end
Domestic luxury car sales are getting higher and higher, indicating that there are more and more wealthy citizens, which luxury car are you in front of the screen? Even if it is not at present, don't worry, as long as you work hard, you will definitely become a luxury car owner in the future. What is your favorite luxury car? Which luxury car brands have unexpected sales? See in the comments section.