Introduction: Bmw, which will achieve revenue of 100 billion euros and win the championship in sales in 2021, can end Tesla's dominant advantage under the "new generation"?
In the past, people often said that "life can't go around a BMW", and now, any traditional car company facing the "new generation" competition can't get around Tesla.
Not long ago, in the 2021 financial report released by BMW Group, in addition to achieving hundreds of billions of revenue and a series of eye-catching financial data, what is more impressive is its confidence in the future electrification market. So, does this mean that BMW is about to go head-to-head with Tesla?
Interestingly, also not long ago, Tesla's German factory was officially put into operation and delivered, which can be described as "soldiers in the city" for BMW.
1) Performance that dwarfs old rivals
BMW's performance in 2021 can be described as a cross-step Prancing Horse, not only defeating Mercedes-Benz, but also climbing the global and Chinese market luxury brand sales champion (in fact, Mercedes-Benz is not counting the sales of van caliber, it has long been surpassed by BMW), at the same time, the recently released 2021 operating performance is also impressive.
Among them, the bmw group's total revenue for the whole year was 111.239 billion euros, out of the decline caused by the epidemic in 2020, and in 2021, it soared by 12.4% year-on-year, hitting a record high. Among them, the growth rate not only reached twice that of Audi, but also higher than Mercedes-Benz's 8.85%.
Also setting a record high was net profit, which reached 12.463 billion euros in 2021 and ended four consecutive years of negative growth with a year-on-year growth rate of 223.13%. Although the net profit performance is slightly inferior to Mercedes-Benz, it is also about twice the level of Audi.
The automotive business pushed up the overall revenue level of the BMW Group, which reached 95.476 billion euros in 2021, an increase of 18.09% year-on-year, accounting for 85.83% of the total revenue level, less than the high level in 2019 and before, and an increase of more than 4 percentage points compared with 2020.
"Source: BMW Group Financial Report"
It is worth mentioning that although the revenue performance of the automobile business is comparable to that of Mercedes-Benz, the gross profit margin of BMW's automobile business has reached 17.6%, surpassing Mercedes-Benz by nearly 5 percentage points, while Audi is only 10.7%.
It is no wonder that Mercedes-Benz, which was the first to release its earnings report before, seems to repeatedly avoid the topic of sales ranking when introducing its 2021 performance, and can only constantly repeat its performance in the high-end model market.
But BMW's high-end models are coming soon, and they are with a "new generation" version.
2) Warm-up for the "New Generation" flagship?
The "New Generation" model (NEUE KLASSE) refers to a product born of BMW's newly designed IT and software architecture for the future, a new generation of high-performance electric drive systems and batteries, and a new sustainable concept throughout the entire vehicle life cycle. It seems very awkward, but in fact, it can be simply understood as a new generation of i and iX series products.
For example, the flagship products that are reported to be unveiled in April: the new generation bmw 7 series, and the i7 from the above concept.
As the release date approaches, there is a rather interesting scene on the Internet, and the new 7 series still has a lot of controversy, but the mention of i7 is very curious. It's like when Mercedes-Benz released a new generation of S-Class (W223), people were disappointed in this generation at first, and then they couldn't wait for EQS, but it was also... It's hard to put into words.
Some people concluded that Mercedes-Benz is in the overall style of the EQ series, putting chips all in aerodynamics, choosing "violent stacking" in the intelligent part, and filling the places that can be thought of are full of large screens and touches.
Looking at BMW, in addition to the transition product iX3, which competes with EQC, the two pure electric models that will be launched in 2021 each occupy one side of the market wind. The i4 (and the upcoming i3) aim for performance control, and the iX's positioning is entirely geared towards futuristic tech intelligence.
In 2022, BMW plans to lead the mass production and trial production of up to 15 pure electric vehicle models led by the i7; by the end of 2025, it is expected to deliver a total of 2 million pure electric vehicles; by 2030, the sales of pure electric vehicles in only one year will exceed 1.5 million. At the same time, Rolls-Royce and BMW urban mobility series will be fully electrified, and even MINI will become a pure electric brand.
According to the financial report, BMW's total R&D investment reached 6.299 billion euros in 2021, an increase of 10.7% year-on-year, mainly for the development of new vehicle architectures, electric products, digital products and autonomous driving. This not only makes the upcoming i7 highly anticipated, but also makes it easy to think that under the "new generation", BMW is not going to meet Tesla short soldiers?
3) It's never a good idea to make Tesla an "imaginary enemy."
Looking back at recent years, whether it is other new car-making forces or new product launches after the transformation of traditional car manufacturers, many people like to take Tesla as an imaginary enemy. Some are aiming at the high-end Model S to New North brush circle, and some are compared with the Model 3 configuration, but one of them is counted as one, and the sales volume is not as good as Tesla's equivalent products.
On the contrary, in the first few batches of Model 3 domestic test drive activities, there were also scenes with bmw 3 series pk, but in fact, BMW seems to have been unwilling to be on a par with Tesla, BMW Group Chairman Chiptzer has also publicly expressed his views on Tesla, to the effect that with the launch of new models and new technologies of traditional car companies, Tesla's dominance will also come to an end.
It is clear that in BMW's view, as the entire automotive industry gradually transitions to a "new generation", Tesla's lead is only temporary. For example, with the release of two Volkswagen ID. series products on the European market, Tesla's local market position has been loosened.
Some people say that Tesla's nearly one million annual production and sales, a net profit of up to $5.5 billion, and a rapidly reached trillion-dollar market value are all lessons for traditional car manufacturers.
Perhaps in BMW's view, instead of blindly following at this time, it is better to maintain its own steady rhythm. Especially in the rhythm of the Chinese market. In 2021, BMW's sales in the Chinese market has reached a record high of 33.6%, although it is not as high as Mercedes-Benz and Audi, but combined with bmw brilliance adjusted stock ratio, the future Chinese market is obviously the absolute focus of BMW's core strength.
According to the financial report, bmw's overall production capacity in the world's factories around the world increased by 9.1% in 2021, and the Tiexi plant in China grew by 7.8%, but the growth rate of the Dadong plant reached 25.2%, in addition, these two plants are also BMW's highest production bases in addition to the Spartanburg plant in the United States.
In addition, in the global sales statistics by model, the 3 series and 4 series are still the largest models, accounting for about 22.2% of BMW's total sales, and the sales proportion is followed by X3 and X4, which rank first in terms of sales increase, reaching 19.3%.
What is particularly noteworthy is that in this statistical table, it can be clearly seen that other main sales models have also achieved domestic production, and the current extended version of X5 that will be domestically produced next is undoubtedly one of the most potential models.
So, at least at this stage, perhaps BMW also believes that it is not a good idea to mess around and use Tesla as an imaginary enemy.
Qi Ji can't take ten steps when he jumps; he can't take ten steps; he can ride ten horses and give up his merits. Perhaps in bmw's eyes, the relationship between itself and Tesla at the moment is just like this. However, the performance of the fuel age is better than that of the old rivals, and in the "new generation" game, can BMW avoid the pits that the new forces have stepped on? Affected by the adjustment of BMW Brilliance's stock ratio, can BMW's financial data remain at the current level? And in today's "lack of core and less electricity", BMW's full power pure electric odds?