The pattern of the domestic luxury market has actually undergone a lot of changes in recent years, and the earliest Audi is the sales king of luxury brands, which has a very high status in the hearts of the Chinese people. But now after the reshuffle, Audi has become the tail of the crane in the BBA from the king of the past, last year's total sales of Audi was 701,000 units, while Mercedes-Benz was 758,800 units, bmw reached 846,000 vehicles, it is worth noting that this is the third consecutive year that BMW has won the championship.
The reason for the frequent retreat of Audi rankings is simple, the other two opponents in the early days have not been introduced domestically, but have been sold in an imported manner, Audi has the advantage of being the first mover, and it is also actively exploring localization to adapt to the preferences of Chinese consumers. At the same time, thanks to the procurement of government units, Audi also became the representative of the official car at that time, the A6 was a popular official car, and the Q5 at that time was generally sold at a higher price and a car was difficult to find. Audi's luxurious image is so deeply rooted in the hearts of the people that after the localization of Mercedes-Benz and BMW, it actually retained its first position for a long time.
However, in contrast, Mercedes-Benz and BMW in the global field are the big guys, and the real luxury status is higher than Audi, and the first models introduced by these two brands to the Chinese market are S-class and 7 series, further laying the brand's high-end status. Therefore, in the back, with the localization of Mercedes-Benz and BMW and the slow completion of the product matrix, the competition in the luxury car market began to become more and more intense, and Audi could no longer be a single one. In order to maintain market share, Audi has also begun to embark on the road of price reduction and volume change, A4L is about to drop to half a level lower than the 3 series and C class, and Audi also actively introduces more entry-level models to seize the lower end of the market share, such as Q2 and so on, which gives people a feeling that the brand image is getting lower and lower.
Mercedes-Benz's luxury image has actually been maintained quite well in the past, and most consumers also think that Mercedes-Benz is the boss of BBA, and the image engineering and sentiment are quite successful. However, in recent years, it can also be found that Mercedes-Benz is more and more, quality problems occur frequently, and in addition, last year Mercedes-Benz also became the "king of recalls", which is the brand with the largest number of recalls.
In addition to the quality problem, Mercedes-Benz's attitude is also worthy of reflection, E-class once attracted the attention of the Quality Supervision Bureau due to the reduction of allocation ("aluminum for steel" led to a break), when Mercedes-Benz pushed the responsibility to consumers improper use, the attitude is quite arrogant. In addition, the E-class of medium and large cars is equipped with a 1.5T engine, and the use of 1.3T small displacement power on an SUV model that starts from nearly 300,000 yuan refreshes the lower limit of luxury brands, and it is Mercedes-Benz that has "made a cheap" of itself again and again, resulting in it gradually losing the position of the number one B in the BBA.
In these three brands, BMW should be the biggest winner, for three consecutive years in the domestic first, and the luxury car market boss is also firmly occupied by it, last year's 3 series sales far exceeded A4L, C class, 5 series also led the A6L, E class, this year is more and more courageous, in January BMW 5 series, 3 series two cars broke into the top 10, sales reached 26092, 24396 vehicles.
BMW can become the boss in the BBA, on the one hand, it is actually set off by the opponent, after all, there are so many luxury brand choices, BMW has a market position that is not lost to Mercedes-Benz, and BMW's performance is the most balanced, to some extent, it is also a lying win. Of course, the product itself is also more important, take the 3 series, in the past we said "drive BMW to sit on the Mercedes-Benz", BMW more pursuit of driving rather than comfort, but in fact, the 3 series retains strong control after the replacement while improving the comfort performance, while the interior luxury has also been greatly upgraded, the whole series of 2.0T engines is more passable than mercedes-Benz C-class, and BMW is more rigorous than Mercedes-Benz in quality control.
Excellent sales give BMW stronger confidence, the Chinese market is also more important, this year BMW will also take the lead in domestic BMW X5L, becoming the first BBA to achieve localization of medium and large SUV models, its addition will undoubtedly continue to expand BMW's advantages, to further contribute to sales.