All along, the domestic luxury brand differentiation is more serious, most of the market share is BBA acquisition, while the second-tier luxury brands can only harvest the market by reducing prices. However, in the US market, the situation is different, and the sales differentiation between brands is not so serious. What is the specific situation? Let's take a look at the sales list today.
NO.1: BMW
BMW won the annual championship in the local market in the United States, and its cumulative sales reached 336644 vehicles in the whole year, an increase of more than 20% year-on-year. On the one hand, the rich product line allows BMW to take into account different consumer needs, on the other hand, BMW's control characteristics coincide with the current young consumer market and become the first choice for many young people.
NO.2: Mercedes-Benz
It is followed by Mercedes-Benz, also from Germany, which has always been the closest competitor with BMW, with sales reaching 329574 units in 2021, an increase of 19.88% year-on-year. The three best-selling models are GLE, GLC and C-class, except for GLE, which basically have the same taste as domestic consumers.
NO.3: Lexus
Although the parent company is Toyota, Lexus can be said to be a native American brand. Cumulative sales in 2021 reached 304475 units, up 10.7% year-on-year. Lexus' main selling point is oriental luxury and excellent quality and service. The same situation also appears in China, Lexus has always been the absolute leader of the second-tier luxury camp, with cumulative sales in China in 2021 of 219096 vehicles, and the performance is still outstanding.
NO.4: Audi
Compared with Mercedes-Benz BMW and Lexus, Audi's sales are somewhat lagging, less than 200,000 in the whole year, and only 196038 vehicles. Maybe it's because Audi is not as good as the top three in terms of luxury? However, in China, Audi's sales are very outstanding, with cumulative sales of more than 700,000 throughout the year, which is mainly due to the fact that the car series almost has a 15%-20% discount, which makes the cost performance of the entire brand come up at once.
NO.5: Acura
Acura sold 157408 vehicles in 2021, an increase of nearly 15% year-on-year, ranking fifth on the list, although not as good as Lexus, but the performance is also remarkable. The driving pleasure brought by excellent mechanical quality is a big selling point of Acura, which is also close to the local car thinking in the United States. However, Acura's performance in China is average, and there were rumors of delisting not long ago. Sales between China and the United States are very different, maybe this is one side of the water and soil to support the other side of the people.
NO.6: Volvo
Volvo sold 122173 units for the year, up 10.9% year-on-year. Compared to the previous few, the main selling points of luxury, driving and control. Volvo's selling point is focused on environmental protection and safety, which has proved to be very recognized by americans.
NO.7: Cadillac
Cadillac, a luxury brand in the United States, ranked only seventh, with cumulative sales of 118331 units, down 9.4% year-on-year. It seems that even the local americans do not like cadillacs. However, in the domestic market, Cadillac sold 233,000 vehicles last year, selling more than the United States, the reason is that Cadillac models are preferential and cost-effective enough. It has become a car purchase target for many consumers with insufficient budget.
NO.8: Land Rover
The Land Rover brand ranked 8th on the list, with annual sales of 92,400 vehicles, failing to break the 100,000 mark. Perhaps because Land Rover is the main SUV market, the audience area is not as broad as other competitors. Domestically, Land Rover's marginalization has been severe, and despite the huge discounts on terminals, sales have been mediocre.
NO.9: Lincoln
As a High-end Luxury Brand for Ford, Lincoln sold 86,929 vehicles last year, but there was a regression compared to last year. However, in the domestic market, thanks to the Lincoln brand to accelerate the progress of domestic production, the cumulative sales volume in China in 2021 is 91621 vehicles, an increase of 48% year-on-year.
NO.10: Porsche
Porsche as an ultra-luxury brand, no country or region on the planet will refuse it. The U.S. market sold 70,025 units in 2021, continuing to rise year-on-year. Outstanding performance and reliable quality are the main reasons why Porsche has long been recognized.
summary
On the whole, there are still some differences in the recognition of luxury brands by Chinese and American consumers, but the top four are basically not much different, and they are very fond of BBA and Lexus. However, there are some differences between brands such as Acura and Audi, which is also caused by the difference in consumer demand for cars in different regions.