In the competition for the luxury market, the three companies have their own magic weapons
Author: Santu
Images: Live-action, network
After more than two years of epidemic impact, the global industrial chain has basically found a way to survive with the epidemic, and with the easing of the chip crisis at the beginning of this year, the sales of various brands have also increased slightly, to know that the annual sales of Mercedes-Benz and Audi in 2021 have declined slightly compared with 2020, so after the chip crisis eases, what about the sales of the three luxury brands of Mercedes-Benz, BMW and Audi?
In order to get the most real sales situation, we went to 2 4S stores in Beijing, each of Mercedes-Benz, BMW and Audi, and personally visited their sales.
BMW: The price is highly uniform, and the preferential margin of hot-selling cars has shrunk
This year as the 50th anniversary of the establishment of BMW's M department, BMW's stores are naturally indispensable to a variety of M models of exhibition cars and test drives, in the two 4S stores visited this time, there are X3M, X5M and other test drives and exhibition cars, and BMW official also announced that there will be a number of M models into the market sales, but many people are looking forward to the M3 Touring is not currently in BMW's official list, the sales of the two stores when talking about this model, but also said that there is no M3 at present Touring models to the store sales information, but one of the sales said that as long as the advance of 10,000 yuan intention money, the store came to the car, you can have a purchase quota, if you are not satisfied at that time, you can also refund the full amount.
In addition to the M model, the recent domestic extension X5 news is also more and more, this is also to the sales of the two stores have been asked, the domestic version of the X5 Li will be officially announced in the near future, but there is no official configuration table, the probability will be slightly higher than the current imported version of the X5 configuration, and the 3.0T version of the model will also come with a 48V mix system, the specific configuration will be announced at the Beijing Auto Show.
As for the current imported version of X5, it will be sold as the last batch of imported standard shaft version X5, after the domestic long shaft version X5 is listed, the imported standard shaft version X5 will be fully suspended, the current imported version of X5 is already the state of stopping booking, in the way or in the store of the car, you need to buy additional decorative bags to pick up the car, one of the stores is only 3.0T two or three cars on sale, 2.0T version of the model has been fully sold out. However, although the imported version of the X5 is facing the suspension of sales, the X5 exhibition cars in the two stores still exist.
3 series, 5 series such hot models, the two stores have a completely different situation, the first appeared in the vehicle is extremely tight, the vehicle in the way or has not yet been produced when it has been booked, to the store will notify the owner to come to pick up the car, sales is more indicative of a customer from the end of last year on the order, due to the selection and color is more special, so far has not been able to pick up the car. Perhaps also because the store is selling so well, the location that was supposed to display the 7 Series is currently empty.
Another 4S store 3 series, 5 series, X3 and other models of inventory is relatively sufficient, the basic configuration will have a car, such as the new iX or 760Li such V12 song store has exhibition cars, but also enough to see how hard the resource configuration of this 4S store is.
Although the inventory situation of the two stores is not very consistent, the two 4S stores have achieved unity in price, that is, in the volume of models, the preferential margin is quite small.
Mercedes-Benz: In-store sales are hot, and AMG models sell the best
Like BMW, Mercedes-Benz's sales are also more gratifying, basically the store inventory car reserves are less, and one of the 4S stores visited this time, the number of AMG models is almost the same as the number of ordinary exhibition cars, and in the position of the original display G63, it is now replaced by a GLC 43, and it has to be said that in terms of sales of high-performance cars, Mercedes-Benz is still slightly higher than BMW Audi.
Such as the GLE 53 this relatively unpopular car, the 4S store is also placed in a prominent position, and it is a continuous display of two AMG GLC43, an AMG GLA43 "AMG triple", perhaps the ordinary Mercedes-Benz is not the main sales model of the 4S store, the more profitable AMG model is the main sales source of this Mercedes-Benz.
In this visit, the two Mercedes-Benz showrooms to see the car customers, to be significantly more than BMW and Audi, which is enough to see the market for Mercedes-Benz recognition, although Mercedes-Benz is currently in order to further reduce carbon emissions will be further reduced emissions, and increase the light mix system to ensure power, but the reduction of displacement has not allowed sales to decrease, A-class, C-class, E-class, GLA, GLC and other main sales models of the existing car only one or two, want to special configuration to order a car, the car pick-up cycle is also within one or two months.
In addition to the vehicle itself, mercedes-benz 4S store sales service also left a deep impression, for the model of the configuration difference and price difference can basically do blurt out, and can also give appropriate recommendations according to the needs of consumers themselves, and before leaving, sales are also very intimate to give parking coupons, this series of soft services perhaps this is the luxury brand consumers pay more attention to, at this point, Mercedes-Benz is indeed doing a great job.
But compared to this service of parking coupons, I still prefer the two BMWs I visited this time, because they are in the independent park, parking fees? It doesn't exist at all.
Audi: There are existing cars in all series, and the discount is the largest
Compared with the Mercedes-Benz BMW store, there are more or less incomplete models in the store, the exhibition cars in the two Audi showrooms basically cover all the models in the brand, and even in one of the stores, we saw the A6L, A6 Avant, A6allroad on the same stage, and models such as RS4 and SQ5 were also displayed.
In the communication with the sales also learned that the current Audi model inventory is quite sufficient, such as A3, A4L, A6L, Q3, Q5L and other models and a number of inventory, A4L preferential range is basically 80,000 yuan, A6L according to the configuration of different, the preferential range is basically in the range of 4 -60,000 yuan.
For Audi, even if its domestic models need to be booked, the booking cycle is basically within two or three weeks, which is the shortest booking cycle in the BBA three, and it is also the largest discount, but even if it is such a large discount plus such a large existing garage stock, in the Mercedes-Benz and Audi stores located in the same park that have been visited, there have been two completely different situations, mercedes-benz stores are in the market, and even the sales reception can not come to the customer situation. In the Audi store, however, there is only one sales person at the entrance, and there is no second person in the rest of the showroom.
For Audi, the A6L sales caused by last year's chip famine made it at a significant disadvantage in the sales competition of BBA last year, but with the easing of chip problems in 2022, sales said that A6L sales in the store basically returned to normal levels, and even models like Q7, Q8 and other models were a little higher than at the beginning of last year.
In the current era of national electrification, there are iX and i4 in BMW stores, and EQS in Mercedes-Benz stores, but in the two Audi stores, the figure of e-tron is not seen, I don't know whether it is too good sales that lead to no exhibition car, or the sales are so dismal that the exhibition car is unwilling to put out and occupy the place? Or are e-tron models eligible for only certain stores?
summary:
In the six 4S stores visited this time, without exception are the model display area and customer reception area 4:6 distribution, perhaps for the current luxury brands, the difference between each other in the model has become smaller and smaller, if not for a car love, in the BBA three in the same level of models almost have replaceability, 4S stores can grasp in their own hands, only pre-sales and after-sales service quality.
For the vehicle itself, BMW as the sales crown of China and the global market last year, as long as the chip crisis and the impact of the epidemic do not hit again, basically it is not worried about selling, but recently there has been news that the Tiexi factory and the Dadong factory have been affected by the epidemic control and shutdown, and the domestic long-shaft version X5 will also be produced in the Dadong factory, and perhaps the date of its long-shaft version listing will be slightly delayed.
Mercedes-Benz and BMW are basically the same situation, basically are sales home sitting, orders in the sky situation, and for Mercedes-Benz, the 2021 full-year financial report shows that MeiBen's net profit in the previous fiscal year was 23.4 billion euros, compared with BMW's 12.46 billion euros and Audi's 5.5 billion euros, Mercedes-Benz Although sales are not as good as BMW, but in terms of net profit, it can be more than double BMW.
But for Audi, once the scenery of the Audi is now some sunset west mountain taste, although the mention of Audi is still a luxury car image, but sold to a price with Highlander Q5L, and a discount of 80,000 yuan A4L, although Audi let luxury and cost-effective two words have a slight connection, but the long-term price for quantity is not the way, the launch of an Audi that can revitalize the name of luxury, is the way to cure the root cause.
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