With monthly sales of 4,000, why did BMW's new 5 Series "collapse"?

The end of the car world

2024-05-16 16:17Posted on the official account of Anhui Automobile Tianya

Four months after its launch, the sales of BMW's new generation 5 Series basically "collapsed". 4,019 units were sold in February, 3,874 units were sold in March, and the sales volume in April has not yet been released, but in the latest week's list, the 5 Series sold 658 units weekly, which is less than a fraction of the new E-class, and there is a high probability that it will hit the street. Look at the Mercedes-Benz E-class next door, which was launched in December last year, and is also a new generation of products, and the sales volume has basically stabilized at around 9,000 in the last 4 months, and the sales of the new 5 series have been completely left behind.

Why did the new 5 Series "crash"?

It's hard to put into words the design

"Ugly" appearance is one of the most important reasons.

Some netizens commented: It's like going to wash your feet, you come up ugly, before she speaks, you can't wait for a "replacement", and you don't want to waste time at all.

What's more, if you buy a luxury C-class car for four or five hundred thousand, if the appearance is not up to par and does not meet the aesthetic needs, even if your price is low and your strength is strong, you will not have the desire to consume.

Although the overall design language of the new 5 Series is close to the flagship level, it does not have the atmosphere and dignity of the 7 Series, nor the fashion and sportiness of the 4 Series, even compared with the old 5 Series, it also lacks that sense of elegance. On the front face, the "double kidney grille" is very restrained and does not become nostrils, but the exaggerated shape of the lower grille and the diversion groove lowers the appearance of the front face, and the whole is nondescript;

The side of the car obviously wanted to have a slipback, but it slid sharply at the C-pillar position, and the streamline was not elegant enough. The "5" logo added for the sense of science and technology is a bit of a kill for Matt;

At the rear, the flattened taillights and headlights do not echo each other, and the chrome trim at the rear exhaust outlet is a bit redundant.

In short, you can feel BMW's youthful and individual attitude in the new 5 Series, but the design is very tangled, oscillating between atmosphere and youth, and finally brings such a slightly alternative design.

Yes, it's alternative, you can't say it's absolutely "ugly", but it's clear that it doesn't grow in the aesthetics of young people.

Yes, young people. According to BMW's market research, the average age of the first generation of BMW 5 Series owners in the Chinese market is only 34 years old, which means that most of the potential consumer groups of the 5 Series are post-90s.

With this appearance, I also believe that many post-90s generations will be like me, and they do not have the desire to go to the BMW 4S store to learn about the new 5 Series.

There are also issues with prices and products

After talking about design, it's a matter of price.

The new 5 series was launched in January, and the inventory of the old 5 series is still being digested, and the price reduction of more than 100,000 yuan is compared with the 0 discount of the new 5 series, and in the face of the huge price difference, the choice of consumers is self-evident. Therefore, although the terminal sales of the 5 Series exceeded 10,000 in January, most of them were sold old 5 Series, and the new 5 Series was unfavorable, and BMW was self-inflicted.

Immediately after February and March, after the new 5 series continued to be bleak, BMW panicked, and the terminal began to raise prices, and the small tens of thousands of discounts were tickled by the boots, which not only stabbed the old car owners in the back, but also did not bring much temptation.

You see, the new E-class has been on the market for almost half a year, the terminal price has been very stable, and the Audi A6L is not playing false, directly discounting more than a dozen W, the new 5 series is not much competitive, and the potential user groups are either wait-and-see, waiting for the official release of greater discounts, or reselling to buy the new E-class or A6L.

And this generation of 5 series, in terms of product power, is seriously reduced, for example, the maximum horsepower of the European version of the 520i model has reached 208Ps, and the maximum horsepower of the domestic 525Li model engine is only 190Ps, and the standard configuration of the new generation of the European version of the 5 series is ISG mild hybrid layout, while the domestic version is only given a lower-cost 48V mild hybrid system.

There is also the chassis, as a luxury C-class car of four or five hundred thousand yuan, the swing arm of the rear suspension of the new 5 series is not given aluminum alloy material, which is somewhat unreasonable for a BMW car that pays attention to the handling experience; At the same time, the cabin cover of the new 5 series has even omitted the soundproof cotton, and it is not an exaggeration to say that the chassis of the 200,000-level domestic new energy vehicle is now an all-aluminum alloy suspension, and the new 5 series is more than a little behind.

Therefore, the new 5 series does not sell well, on the one hand, the design is deviated, it does not fit the eye, and it does not grow in the aesthetics of young people; At the same time, there is no greater sincerity in product power and price, and if you want to sell well, it is very simple, and the price is directly reduced.

View original image 322K

• 

• 

• 

• 

• 

•