The luxury sedan market is the pinnacle of the market, and only a few brands can offer models in this segment. Relying on strong product strength and high brand recognition, German luxury brand models are the sales leader in this segment. In the second-tier camp, although the Lexus brand offers luxury large sedans, its sales performance is relatively average.
According to terminal sales data, Mercedes-Benz S-Class is the sales champion of China's luxury large sedan market in December 2023, with monthly sales of 2,040 units and annual sales of 23,378 units, which is also the leader. Although the sales performance of the S-class is good, its terminal price is no longer strong, and discounts can be given at dealers. The Maybach S-Class was also stable in the market, with 1,423 units sold in December and 14,216 units sold for the year, surpassing the BMW 7 Series. In the pure electric vehicle market, the EQS is still tepid, with 346 units sold in December and 2,272 units sold for the year.
With sales of 1,802 units in December and 21,267 units for the year, the Panamera is another luxury sedan with annual sales of more than 20,000 units in the Chinese market, which is a model that many young people love. The Audi A8L, also from the Volkswagen Group, sold 1,234 units in December and 11,456 units for the whole year, which is also a good result. With 125 units sold in December and 1,024 units for the year, the Bentley Flying Spur is not doing well in the market.
BMW 7 Series sales in December of 1,706 units, annual sales of 12,711 units, after the replacement of the 7 Series, in terms of exterior design attracted some criticism, at the same time, Mercedes-Benz S-class preferential promotion, also affected its sales trend, the main reason for its recent sales increase is the increase in terminal discounts. BMW 8 Series sold 52 units in December and 716 units for the year. Like Mercedes-Benz, BMW's all-electric large sedan also performed mediocrely, with the i7 selling 226 units in December and 1,338 units for the year. Rolls-Royce Gust sold 36 units in December and 413 units for the year, while the Phantom sold 6 units in December and 94 units for the year, two models with no direct competitors.
In the second-tier camp, the president of Maserati sold 70 units in December and 149 units for the whole year, and the market presence is very low. The Lexus LS sold 64 units in December and 987 units for the year, and although the Lexus brand sold well overall, it has not performed well in the luxury sedan market. The Genesis G90 is also a marginal model, with 3 units sold in December and 41 units sold for the year, which is more advantageous than the Lexus LS in terms of cost performance.