At the dawn of the new era, China's new energy vehicle industry is writing its own legend at an unprecedented speed. From the accumulation of quantity to the leap of quality, this change has not only reshaped the pattern of the global automotive market, but also launched unprecedented challenges in the field of luxury automobiles.
The low-end automobile market, as the cornerstone of the automobile industry, has always been the main battlefield of China's own brands. Here, sales determine the living space of enterprises, and it is on this stage that Chinese brands have gradually won the trust and market share of consumers with their cost-effective and richly configured products.
But another thing to know is that the real value of the auto industry lies in the mid-to-high-end market, which is a more lucrative blue ocean. For a long time, international luxury brands such as Mercedes-Benz, BMW, and Audi have built a solid barrier in the luxury car field by virtue of brand premium, advanced technology and excellent quality control. Their profitability is remarkable, and they have become the most profitable car companies in the world. For Chinese auto brands, advancing into the mid-to-high-end market is not only the only way to enhance their brand image and increase their profits.
In the face of the strong rise of China's own brands, even traditional luxury brands such as Mercedes-Benz and BMW are feeling unprecedented pressure. In 2024, the discounts on traditional luxury cars in the Chinese market will be significantly increased, which not only reflects the fierce competition in the market, but also reflects the sensitive response of international brands to changes in the Chinese market. At present, the Audi A6L, Mercedes-Benz E-Class, and BMW 5 Series are still the three best-selling luxury sedans in the Chinese auto market.
2024 China Auto Market Luxury Car Rankings
6-10 monthly sales: NIO ET5, NIO ET5T, Hongqi H9, NIO ET7, Cadillac CT6. The NIO ET5 ranks 6th on the list, with monthly sales of 2,214 units, positioning it as an intelligent electric mid-size coupe. The sleek and light roofline naturally extends backwards, intersecting at the rear with a prominent shoulder line to form an upturned ducktail, and frameless doors, electrically suction doors and concealed door handles are standard across the range. Colors, melodies, light and shadows are intertwined, and the latest technological innovations bring a full-sensory immersive experience in an exclusive space.
Monthly sales 1-5: Audi A6L, Mercedes-Benz E-Class, BMW 5 Series, Volvo S90 and Audi A7L. The Audi A6L is firmly at the top of the list, with monthly sales reaching 16,505 units, making it a mid-to-large sedan. In China, Audi is one of the first luxury car brands to enter, with deep roots in the Chinese market, and its brand image is deeply rooted in the hearts of the people. The Audi A6L has a sporty and elegant exterior with sleek lines, which not only shows a modern aesthetic but also has a calm atmosphere, which meets a wide range of aesthetic needs. As a mid-to-large luxury sedan, it targets a wide range of customers, from business people to young elites. In addition, Audi's mature sales network in China, perfect after-sales service system, and this year's large discounts have strengthened its market competitiveness.
Faced with the tempting cake of the luxury market, Chinese brands have not rested on their laurels. Such as Yangwang, Hongqi, Weilai, etc., have embarked on the journey of luxury cars. These brands use new energy as a breakthrough point, integrating oriental aesthetics and modern technology to create a series of eye-catching products, striving to find the perfect balance between luxury and technology.
The rapid development of new energy vehicles has provided opportunities for China's own brands to overtake in corners, especially in terms of electrification and intelligent technology, Chinese brands have been at the forefront of the world. The huge domestic market and the increasing consumption power have provided fertile soil for the development of China's luxury car brands.