In the past, buying luxury cars was a relatively distant thing for many ordinary consumers, but with the take-off of China's economy, various luxury brands have successively achieved localization production, and more and more models have been introduced into China, and the price of luxury cars is also constantly exploring. It may be difficult to imagine spending more than 100,000 yuan on BBA models in the past, but now BBA entry-level models have already entered this field.
Take the car market as an example, The guidance price of Mercedes-Benz's entry-level model Mercedes-Benz A-class has reached 214,800 yuan, while after the terminal discount, some areas can even start with less than 180,000 yuan, and the most exaggerated is that the starting price of the car in Beijing is less than 140,000 yuan.
BMW is not far behind, the entry-level model 1 series of guidance price at 205,800 yuan, and the terminal concession is also not soft, many prices have fallen to more than 140,000, these two luxury brand A-class cars, now with volkswagen Sagittarius, Honda Civic prices are not much difference.
Logically, such a close price should yield good market performance, but from the reality of the situation, it is not. According to the data, the cumulative sales of the A-class in the first quarter of this year were only 8599 vehicles, and the 1 series was only 7934 vehicles, while the more expensive and higher-level C-class and 3 series, the sales in the first quarter reached 27565 vehicles and 34307 vehicles, respectively. Why is it that the cheaper the Mercedes-Benz BMW, the harder it is to sell?
In fact, for this entry-level Mercedes-Benz BMW, the added value of the brand has been very weak, rational analysis, medium-sized, medium-sized and large-scale models do have certain technical advantages, but entry-level cars such as A-class and 1 series basically play a role in lowering the brand purchase threshold. And now consumers are more sober, especially after young people have gradually become the main force of car purchases, the superstition of the brand is no longer as deep as the older generation.
Moreover, from the perspective of products, the competitiveness of A-class and 1 series is also relatively general, and the simple matching is also more serious. Take the A-class, the 180L series is equipped with a 1.3T low-power engine, the maximum horsepower of 136Ps, and even without the basic functions of rear radar, reversing images, etc. Want to use a little more comfortable at least on the 200L series, the configuration is relatively complete, but it is still a 1.3T engine, the maximum horsepower is 163Ps horsepower, but at the same time its price will be about 40,000, the price of 20-22 million is enough to choose a mainstream medium and high-end B-class car, space, configuration, Performance in all aspects will be more advantageous, and it seems that it is not necessary to give up these for a Mercedes-Benz BMW logo.
What's more, mercedes-Benz A-class and BMW 1 series that have no space, no configuration, and no performance are not necessarily more face-saving than Camry, Accord and other models. And although Mercedes-Benz BMW's entry-level luxury cars sell cheaply, they are still the standard of luxury cars. However, it is also a good thing that the A-class 1 series cannot be sold, which also shows that the Chinese people are no longer blind to buying cars.