Affected by various factors such as the lack of cores and the epidemic, the performance of this year's automobile market is not very strong.
Domestic passenger car sales in the first quarter totaled 4.915 million units, down 4.5% year-on-year. The negative growth of the market has made the luxury market change from "attacking" to "defending", and the traffic insurance data of luxury medium and large SUVs in the first quarter also showed a significant downward trend.
In the face of the unfriendly market environment, head models such as Mercedes-Benz GLE and BMW X5 showed tenacious product vitality and handed over sales of more than 10,000 in the first quarter. Porsche Cayenne and Cadillac XT6, with brand sentiment and good terminal offers, are firmly in the second echelon. The top four are still familiar faces, but the teams that sold more than 1,000 in the first quarter are less than half compared with previous years. And the tail of the crane that does not break the hundred in the month has a fight with the top four in terms of stability.
Specifically. The BMW X5 sold 2,300 units in March (insurance number) and 10,011 units in the first quarter .011 units (insurance number). The decline in sales is directly related to the arrival of the domestic BMW X5. After all, the latter starts at 605,000 yuan, which is 100,000 yuan cheaper than imported models. Consumers who do not have much demand for import status are obviously more willing to wait for the domestic X5, which has led to the recent downturn in sales of imported BMW X5.
Mercedes-Benz GLE also won the top sales this year, with sales of 4,096 vehicles in March and 13,042 vehicles in the first quarter, with good product performance and more than 100,000 yuan of terminal discounts, strongly pressure BMW X5. However, with the follow-up of the domestic BMW X5, the Mercedes-Benz GLE of "price for volume" is likely to give way.
Porsche Cayenne continues to lead the million-level market segment, with sales of 2235 vehicles in March, almost the same as the BMW X5, but there is a price gap of more than 200,000 yuan, which shows cayenne's success in building a sense of brand grade and product competitiveness. 6242 vehicles were sold in the first quarter, and the environment did not beat the same period last year.
The higher the Porsche Cayenne sales, the more it highlights the embarrassing situation of the Maserati Levante (211 units sold in March, compared to 703 in the first quarter). The latter came for cayenne when they entered, all of which are ultra-luxury brands, and the price is tens of thousands cheaper than cayenne. Unfortunately, due to the small number of brands and the poor market reputation, Maserati Levante directly failed miserably.
Now Maserati has launched a lower entry-level model, the Grecale, to grab the Porsche Macan market, I don't know if it will follow in the footsteps of Levante.
As the first domestic medium and large luxury SUV of the Cadillac brand, the Cadillac XT6 is slightly inferior to the other three in terms of brand influence, but with a starting price of more than 300,000 yuan and a good cost-effective performance, it quickly won the recognition of consumers, with sales of 1971 vehicles in March and 6774 vehicles in the first quarter. However, the arrival of the domestic Infiniti QX60 should take away a part of the market share of the XT6, which sold 210 vehicles in March and 211 in the first quarter. The Volvo XC90 achieved a result of 3819 vehicles in the first quarter with a small discount of 100,000 yuan.
The Lincoln Aviator, which is also a second-tier luxury brand, may be because of the domestic X5, or the intensification of competition in the same market, the market performance in the first quarter is not ideal, with sales of 587 vehicles in May and 2273 vehicles in the first quarter, which is far from the average of 3300 vehicles last year. If future aviators can't withstand the pressure and are forced to reduce prices, in addition to clashing with their own navigators, they will also compete head-on with other second-tier luxury brands.
Volkswagen Touareg and Hongqi HS7, which are slightly shorter in brand power, handed over their report cards above the passing line. Volkswagen Touareg sold 678 units in March, compared to 1,827 units in the first quarter. Although the terminal has a good discount and the configuration is also more powerful, due to the luxury brand models at the same price, the living space of volkswagen Touareg will inevitably be squeezed. The Hongqi HS7 sold 784 units in March and 3113 units in the first quarter, and its popularity was directly linked to the price of the people.
As for the models that do not exceed 100 units in the month, they are the Lexus GX (Q1 81 units), the Genissy GV80 (Q1 96 units), the Audi RS Q8 (Q1 30 units) and the BMW X6M (Q1 29 units). The reason why the sales of these models are sliding on the ground is mainly due to factors such as emission problems, weak brand strength and high prices.
In the first quarter of this year's luxury medium and large SUV competition, the overall market performance declined. The arrival of the lower price of the domestic BMW X5 is undoubtedly a dose of cardiotonic agent, as for the future direction, it also needs to see BMW in the market trading more sincerity.
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