The three skinny camels of the BBA are bigger than horses, Tesla has suddenly sold out to overwhelm the crowd, Lexus insists on not making a domestic product but smashes its own feet, and the sales in 2021 are happy and a few sad
With the continuous impact of the epidemic on the car market in 2021, the sales volume in 2021 is the time to truly show a brand influence, the upstream industry chain supply is insufficient, the factory production capacity is insufficient, and the consumer's willingness to buy is declining, etc. Many factors make the car market in 2021 particularly difficult, after the tide is low, it can be seen who is swimming naked, and the more difficult it is, the more sales can explain the problem.
According to the statistics of new car insurance vehicles released by the state in 2021, we have drawn up the sales list of luxury brands in 2021 and the sales list of different models.
Luxury brand sales list
If you understand the sales of luxury brands last year, then you will find that although BMW has sat in the first position in global sales last year, sales in China are still Mercedes-Benz's protagonists, and by 2021, BMW has occupied the top spot in the Chinese market.
Compared with 2020, BMW sales in 2021 increased by 8.3% year-on-year, which is the only brand with positive sales growth in the three BBA companies, Mercedes-Benz and Audi fell by 3.6% and 5.5% respectively year-on-year, BMW Group's global sales reached 2.522 million units in 2021, becoming the global luxury brand sales champion, and BMW exported 258,000 models at the Spartanburg plant in the United States, China accounted for 24.1% of its exports, which shows that BMW is not only a domestic model, Sales of imported models are also considerable.
And for Audi's models, it is not irreplaceable by the other two models, and with the market sales and market share of Audi in recent years, today's Audi is no longer the beautiful Audi of ten years ago.
In order to express its goal of transforming to electrification, 2021 can be said to be the main focus on the research and development of pure electric models, EQS and EQE, EQB and other models have been listed, so that Mercedes-Benz is ahead of the pure electric track, but the conversion in the number of sales can be said to be minimal.
After all, in addition to the limited license cities such as Beijing, Shanghai and Guangzhou, the market in most parts of China is still dominated by fuel vehicles, and the Chinese market also has cities such as the three eastern provinces that are not friendly to electric vehicles and them, so pure electric vehicles with a high premium degree such as BBA are still difficult to gain a foothold in the current Chinese market.
The most surprising thing in 2021 is Tesla, which began to produce wildly after gaining a firm foothold in the Shanghai factory, and it has created a new high in delivery for several months, and in 2021, it also created a delivery of 322,000 vehicles in China, an increase of 118.7% compared with 2020.
Behind Tesla is the red flag, although it failed to complete the 400,000 sales task set at the beginning of the year, but the 43% year-on-year sales in 2021 is also a big step forward, surpassing Cadillac, Lexus, Volvo and other brands to become the fourth place in the sales list.
Some people may say that Hongqi is not all purchased by government agencies, and it is normal to have high sales, but the relevant data show that in 2021, the private car owner share of Hongqi is 84%, the share of government agencies and online car-hailing is 13%, and the other 3% of the vehicle ownership is unknown, this data also shows the market's recognition of the Hongqi brand from the side, and today's Hongqi is no longer the original Hongqi.
Cadillac, as the hegemon of the second-tier luxury brand, has now sold 232,000 vehicles per year in sixth place, if you remove Tesla and Hongqi, the two "atypical luxury brands", Cadillac is also the highest-selling brand in addition to BBA.
But for Cadillac, although the price for volume can impact a wave of the market in a short period of time, but this is not a long-term solution, now the introduction of the OTneng platform of GM Group, Lyriq models have also been unveiled at the Guangzhou Auto Show, electrification transformation is the most important thing cadillac should do at present.
If you say that the brand most affected by the epidemic, then it is Lexus, insisting on not domestic Production Lexus, although its identity as a vehicle import makes the price of new cars and second-hand cars high for many years, but this time it also suffered from import losses.
The lack of production capacity in Japanese factories makes domestic car bookings basically wait for three months to start, although the Chinese market in 2020 is the only market for Lexus to increase sales, but it only sold 225,000 units, and 2021 is suddenly back to before liberation.
List of models broken down by brand
BMW's high sales in China, can not be separated from the 3 series and 5 series of the big sale, although the largest competitor of the 3 series C class completed the replacement last year, but close to the end of the year of the replacement, in exchange for the 2021 C-class dismal sales, down 14% year-on-year sales is really difficult to support the main sales model of the brand, after all, for some people, the replacement of the C-class even if the whole series becomes 1.5T + 48V light mix, it is difficult to escape the law of true incense.
But for another part of the people, the whole series of 1.5T C-class even if there is a light mix system bonus, it is also a 1.5T engine, power this thing, just like the money in the man's wallet, I can not use, but the key moment can not be without, displacement is the concept of the bottom, so that some people for the C-level is prohibitive, even if the light mix system driving experience is excellent, in the eyes of some people, 1.5T is its biggest failure.
The BMW 3 Series, 5 Series and X3 have become the first place in the sales list of each of its subdivisions, the crushing performance of the 3 Series and 5 Series in the same level is obvious to all, and the X3, as the only model in the same class that has not been lengthened, retains the pure standard shaft driving texture at the same time, updates the iDrive 7 system, making intelligence also keep up with the pace of the times, and for this level of medium-sized SUVs, driving is still the primary consideration, so X3 can sell so well, Maybe it's also stained with unspeakable light.
Speaking of lengthening, it is necessary to mention the extended version of X5 that will be listed this year, 2021 BMW X5 is only in the 24th place with an annual sales volume of 50,000 vehicles, but the X5 wheelbase after the extension is comparable to the current X7, and the most important thing is that X5 also retains the 3.0T version of the engine, domestic + extended + 3.0T, this set of combination punches down, the sales of X5 in 2022 may be able to have a new breakthrough.
Model Y's sudden rise can be said to give the traditional car manufacturers a downward spiral, from the New Year's Day of 2021 to list the Model Y, it took less than half a year to surpass the Model 3 in monthly sales, to know that the model 3 annual sales are also 151,000 units, and this is still the Shanghai factory began to export Model 3 sales to the European market after the sales, if the shanghai factory capacity is all supplied to the domestic, Tesla's sales rose by 2 - 30,000 cars is not a problem at all.
Audi's A6L and A4L, is because of the problem of chip shortage, so that sales fell by 13.87% and 12% year-on-year, although the lack of production capacity is a problem, but A4 medium-term product strength is weak, is also an indisputable fact, for now the 3 series is booming, C-class and just replaced the environment, A4L where to go has become Audi's biggest problem at present, or continue the price-for-volume strategy before the mid-term change may not be too good, A4L wants to revitalize sales, There is a need to find another way.
Looking down from the top in the list, the first sales increase in sales that exceeded 100 was actually the ideal ONE, which still surprised me a little, after all, for such a range extender electric vehicle, the range increase technology that was once considered superfluous has now proved that this road can still work in terms of sales. After all, in addition to the Beijing market, the rest of the region can enjoy the ideal ONE of pure electricity policy, without considering the indicators, mileage, slow replenishment time, winter can not open the air conditioning and other issues, such a "new energy" model, who can not love it?
Most models of Volvo, Cadillac, Lincoln and other brands have basically maintained a trend of rising sales, after all, under the impact of the new crown epidemic, consumers will still have greater concerns about buying luxury brand models with higher premiums.
In contrast, these second-tier luxury brands, they have a fairly good brand influence, but also do not lose the competitiveness of luxury brands, high cost performance is the biggest advantage that these second-tier luxury brands can still live under the epidemic
summary:
For the car market in 2021, it can be described as a few joys and a few sorrows, the aura of BBA luxury brands is gradually dissipating, and whether second-tier luxury brands, or even new power brands, can grasp this key time node and seize the market through electrification transformation is the most important thing to do in 2022.