In the entire European market, except for the German BBA, there is no other strong luxury brand.
The development of the European automobile industry is earlier, from the first car of Mercedes-Benz has a history of more than 100 years, in the past century of development, the number of luxury brands in Europe is very large, but in the end there are few retained.
In terms of capabilities, European companies definitely have the ability to build high-end luxury cars.
In fact, the super luxury brands were born in Europe, and all the top brands we know are from here, such as Ferrari, Porsche, Bentley, Rolls-Royce, Lamborghini, etc.
The number of luxury brands originating in Europe is also very large, such as MINI, Borgward, Maserati, Jaguar, Land Rover, and many more. But none of these luxury brands are in a good position today, some of them are being sold by the founding countries, and some of them are declaring bankruptcy and going out of business.
With the exception of Germany, it is difficult for European luxury brands to establish consumer awareness in a real sense.
The so-called consumer cognition is that consumers will definitely consume one after reaching a certain budget, BBA's consumer cognition has a strong sense of establishment, and the annual sales of the three major brands in China have reached 2 million, which is extremely successful.
There are several reasons why German luxury brands are strong:
1. The German industry is indeed strong, and can better integrate the process, stability, performance, reliability and design. The product itself is extremely strong, and in the past European luxury car history, Mercedes-Benz, BMW, and Audi themselves are the first echelon players.
2. Automobile is one of the important local sectors, and deep cultivation of the automotive field is the key development direction of each period.
Similarly, the United Kingdom, France, Italy and other regions, which were once concentrated in high-end cars, are actually gradually abandoning the auto sector.
The British luxury brands are the most, Rolls-Royce, Bentley, MINI, Jaguar, Land Rover, MG was also a well-known brand that year, but the British "fire sale" luxury brands are the most thorough, and these luxury brands are all peddled.
The main reason is that the automobile industry is an industry that requires a lot of basic work for a long time, and the profits generated by the repeated production of an industrial commodity can no longer meet local demand, so these regions that are not highly dependent on the automobile industry have begun to sell off.
The reason why Germany retains these luxury brands is because BBA has been evolving, and it is true that BBA itself has a stronger appeal in the global market than European brands such as Jaguar, Land Rover, and Volvo, especially in North America, Asia and other regions, and consumer support is strong enough.
Producing a luxury brand is a big gamble in itself, and technology and quality are only one aspect.
It is more about the non-mechanical competitiveness of heritage, inheritance, marketing, etc., and most importantly, it is also necessary to consider the patience and execution of the enterprise.
Not only does the old European market (except Germany) not have strong luxury brands, but North America, which has a strong history, has created luxury brands such as Lincoln and Cadillac that are not strong enough in the global market.
Japanese luxury brands are also not good enough.
To put it simply, the market share of luxury brands is fixed, the proportion of resource allocation is determined, the people who can afford luxury cars will always be a minority, and the three major brands of BBA can carve up most of the market, leaving the rest to other luxury brands, which is also in line with the development law of the market.