Why can't Mercedes-Benz sell BMW and Audi?

Mercedes-Benz can't hold down sales anymore.

The sales data in November shows that the sales of the three major brands of BBA are significantly differentiated, and unlike the traditional perception of Mercedes-Benz leading the market, this time Mercedes-Benz is far behind BMW and Audi.

In November, BMW sold nearly 65,000 units, Audi sold 61,000 units, and Mercedes-Benz sold only 38,000 units.

At present, the terminal price discount of BBA's three major brands is not small, Audi has made about 20% price concessions across the line, and there is huge room for price concessions for many of BMW's main models, for example, the price of BMW X1's naked cars is more than 200,000 yuan.

Luxury brands have stabilized their sales base by cutting prices, and now is the best time to buy luxury brands.

The main reason for the severe decline in Mercedes-Benz's sales in November was that many of its main models encountered both production and transformation problems.

For example, the previous sales of the E-class, with sales of less than 2,000 units in November, and the monthly sales of Mercedes-Benz GLC were only about 5,000 units.

The only model that can carry the sales banner is the Mercedes-Benz C-Class, with monthly sales of 16,000 units.

In addition, Mercedes-Benz's other models are unsuccessful, such as Mercedes-Benz GLB, A-class, GLA and other traditional fuel vehicles, under the protection of Mercedes-Benz fuel vehicle dividends, sales performance is not good enough.

Mercedes-Benz's electrification transition is very fast, and there are many models to prepare, including EQA, EQB, EQC, EQE, EQS, and a series of PHEV plug-in hybrid models.

According to the simple statistics, Mercedes-Benz already has 13 new energy vehicles.

But unfortunately, Mercedes-Benz's new energy vehicle sales are collectively wilting, with cumulative sales of less than 4,000 units, which is not even as good as the BMW i3's single car sales, which is a huge pressure on Mercedes-Benz.

Because in the past November, the penetration rate of electrification has exceeded 40% (a single month), and the penetration rate of electrification will eventually exceed 50% next year, and the market transformation shock has seriously affected luxury brands.

At present, the collective discount of luxury brands is affected by electrification, and this is only the initial impact.

In the passenger car market next year, there will be more and more electrified products of more than 200,000 yuan, such as Galaxy E8, Zeekrypton 007, Star Era ES, Zhijie S7 and Wenjie M9.

These smart, electrified products are accompanied by luxury design, brand values, and excellent handling and performance, and will appeal to the former BBA user base in the high-end market.

After all, the value of a new energy license plate is too high.

In addition to the visible tax exemption and no traffic restrictions, the driving experience and technology are subversive to traditional fuel vehicles, and the existing main models of BBA are fuel vehicle systems, and the driving experience is indeed lagging behind, whether it is EV, PHEV or REEV, they all have a better experience in front of fuel vehicles.

People's consumption concept has been transformed from brand to life, and many models of BBA do have more advantages in brand, but the abundance of high-end products has broken the sadness of people's consumption that only internal combustion engines can be selected.

Chinese brands with less than 200,000 models take electrification as the core development route, and have completed a large number of tasks to seize the market, and in the next two years, new energy products will continue to make efforts in the market of more than 200,000.

The average price of BBA's brand is about 350,000, and this year's continuous price reduction has made the average price continue to fall.

It's just that I don't know if these sacrifices in the future can be exchanged for real electrification competitiveness.