Today, although the automotive market has a great trend of "makeover". However, in some market segments, those brands and products that have been recognized by people are still the "first choice" in the hearts of many car buyers. For example, in the field of traditional fuel vehicles, the luxurious BBA undoubtedly has an unshakable market position. In the same way, in the joint venture market, the Japanese and Ashkenazi still have absolute dominance.
However, as the saying goes, "the sky will be dark, and people will change". Those products that have been recognized by the market will be guaranteed to be consistent? Not necessarily. Looking at the automotive market in recent years, there have been countless cases of "sales rolling over" due to product quality. This is true not only for independent brands and joint venture brands, but also for luxury brands. For example, the star model that was once sought after by people - BMW 5 Series.
When it comes to the BMW 5 Series, everyone is probably familiar with it, which is a highly competitive luxury brand medium and large sedan, and for many years it has always been at the top of the C-class luxury car market. Especially last year, it won the "pin crown" in the BBA in many months. However, from this year onwards, it seems that this is no longer the case.
Taking the sales volume in March, at first glance, in the luxury brand medium and large cars, it is still BBA that dominates the market. However, if you look closely, you will find that the BMW 5 Series, which was once the most "supported", did not rank first, but ranked second with a single monthly sales of 10,495 vehicles. As for the pin crown, it is the old rival of the 5 Series, the Mercedes-Benz E-Class, which is slightly better than the sales volume of 10807 in a single month. In the third place, there is no suspense is the Audi A6L, with sales of only 9214 units. It is also the only model in the BBA that sells less than 10,000 units.
Let's start with the sales of the BMW 5 Series, why did it, which had been pushing the Mercedes-Benz E-Class before, encounter "Waterloo" in 2022? The reason for this is actually because March is not the first time that the 5 Series has lost to the E-Class. In February this year, the sales volume of the 5 Series was still ranked after the E-class. If you look at it from the product timeline, the update time of these two ace products is very close, and the E-class is even the end of the life cycle of this generation of products.
The reason is that in fact, it is still necessary to start from the quality. First of all, there are various allocation reduction problems. If you have paid attention to the BMW 5 Series friends should find that since last year's chip crisis boiling period, bmw 5 Series has frequent configuration adjustments, until now, some models of HUD head-up display and other configurations are still reduced.
Of course, this is not the main reason. What most affects people's confidence in buying is the "burning oil" incident that the BMW brand is now making a lot of noise. The B48TU engine involved is the engine used by the BMW 5 Series. In addition, the engine is also used in a variety of models such as the 3 series, 6 series GT, and 7 series. At present, according to a number of complaint websites, the BMW 5 Series is accompanied by the growth of the user's use cycle, and the problem of "burning oil" is also constantly breaking out. Such a fatal product quality problem may be the main reason for the continuous decline in bmw 5 series sales. But at this point, BMW officials have not yet responded to any questions related to "burning engine oil". I would like to ask, when consumers see such a problem, and see such a handling attitude of the enterprise, who dares to blindly start?
Conclusion: We often say that it is not terrible to have a problem, but the attitude of solving the problem is the most important. For BMW, a luxury brand with such a deep accumulation, it is not a big mistake to have such a problem, but such a slack handling attitude is indeed difficult to understand. Last year, the BMW Group surpassed Mercedes-Benz to become the top luxury brand. At the beginning of this year, such problems arose. If the BMW brand continues to sit idly by, the "report card" at the end of the year may be the best "return" for consumers to the BMW brand.