Sales collapsed across the board! It turns out that the Chinese market doesn't need any second-tier luxury brands at all!

In traditional luxury car brands, car enthusiasts will always divide brands into two categories according to market share.

The first category is the first-line luxury brands, and the three that can't be beaten, that is, Mercedes-Benz, BMW, and Audi, are all German brands and are almost household names.

The second category is the second-tier luxury brands, many people are accustomed to those models whose sales are not as good as BBA, but the price is more expensive than ordinary joint venture brands, as second-tier luxury brands, such as Cadillac, Lexus, Lincoln, Volvo Asia Pacific, Jaguar Land Rover and so on.

But have many people ever wondered when we began to treat these models as luxury brands, what is the difference between the so-called luxury cars and ordinary cars?

Is it performance? In the face of new energy models, in front of these dilapidated aristocrats, the performance is simply not available?

Is it comfort? These luxury brands never seem to be ahead of the average car brand in terms of comfort, right?

Is it a sense of technology? The interior design of some second-tier luxury brands seems to be staying in the 90s, and the current new energy vehicles are more technological than the sense of technology?

Or is it the so-called car logo, and the brand story marketed by the car company?

Just like French romance, you can't save DS, British luxury can't save Jaguar, Honda Dafa can't save Acura, the Chinese market has long passed, and with a layer of luxury brand skin, you can lie down and win.

We won't mention BBA for the time being, because the brand has a long history, a deep fan base, and its status cannot be shaken for the time being, but second-tier luxury brands, it's time for them to fall off the altar.

In fact, the domestic auto market is also playing this trend, looking at the terminal sales from January to September, Cadillac and Lexus both sold only 120,000 cars, and the sales volume was nearly halved. Lincoln sold more than 50,000 units, a significant decline, from January to September this year, Chery Jaguar Land Rover's cumulative wholesale sales of 38,112 units, with an average monthly sales of only more than 4,000 units. The DS is even worse, with sales of 52 units in September and only 861 units sold this year. Acura has simply withdrawn from China, and Infiniti has been relegated to a generic brand.

Only Volvo's sales are considerable, but this is also achieved with large terminal discounts.

In fact, in the context of the rise of domestic new energy vehicles, the second-tier luxury brands are the most seriously impacted, and the prices of models such as Zeekr, Ideal, Weilai, and Xiaopeng have reached the hinterland of second-tier luxury brands, in terms of performance, energy consumption, sense of science and technology, intelligence, and cost performance, for these second-tier luxury brands are all lore.

In this way, the situation of second-tier luxury brands has become very embarrassing, compared with BBA, which is stronger than ordinary car brands, and is far less powerful than today's domestic new energy models.

In fact, the future of the second-tier luxury brand is actually doomed, that is, like Infiniti, it will be slowly downgraded to an ordinary joint venture brand, which will not be earth-shattering, and it is easy for us to perceive, but when these second-tier luxury brand models, the price continues to fall, and the second-tier luxury brand mid-level cars such as Volvo S60 and Jaguar XEL are sold to the price of Camry, and the so-called second-tier luxury brand concept no longer exists.