Once upon a time, the luxury car market was like a bright galaxy, shining with dazzling light and attracting the attention of countless people. Those car brands that were branded as "luxury", such as Maserati, Porsche, Rolls-Royce, etc., once became status and status symbols.
However, as the wheels of the times roll forward, the luxury car market has also undergone unprecedented changes, and what was once hot is now in a cold winter.
According to the data, in 2023, Porsche will deliver 79,300 vehicles in China, a year-on-year decrease of 15%. Porsche's story is not an isolated case. Even more stressful than Porsche is Bentley. In 2023, the brand delivered 3,006 vehicles in China, down 18% year-on-year. Unlike Porsche, Bentley's deliveries in the global market are down. Lamborghini's sales in China fell 17% year-on-year to 845 units. In comparison, Ferrari fell by 5% year-on-year, which is relatively lucky.
And this year, foreign luxury car brands are about to be flattened by the Chinese market, Maserati sales plummeted by 7 percent, Bentley Ferrari sales plummeted by 3 percent, and even Rolls-Royce and Porsche couldn't stand it.
According to the car insurance data, Rolls-Royce sold only 57 new cars in China in May, and the sales volume plummeted by 53% month-on-month, and some stores even cut the price of Cullinan's model by 1.11 million, but the result was not sold.
Although there is the impact of the new car on the market, but from January to May, Rolls-Royce was considered a critical hit in the Chinese market, selling only 377 vehicles in total, and sales fell by 1/3 year-on-year.
Some stores have issued 100,000 coupons to carry out big promotions, and the price of cars has been discounted to 7%, and the price of naked cars of some models has fallen to more than 440,000. In the first five months of this year, Porsche sold only 22,000 units, and sales plummeted by 40% year-on-year.
So, why can't all kinds of luxury cars sell?
The shift in consumer mindset is one of the important reasons for the dramatic changes in the luxury car market.
In the past, luxury cars were often seen as a symbol of status and status, and consumers bought luxury cars mainly to show off their social status and wealth. However, with the progress of society and the transformation of consumer values, this concept of consumption has gradually faded.
Modern consumers pay more attention to the cost-effectiveness and quality of vehicles, and when they buy luxury cars, they will not only consider the price and performance of the vehicle, but also pay attention to the quality, safety, environmental protection and after-sales service of the vehicle. This shift in consumption perception has led to a gradual shift in the luxury car market from the "luxury consumer goods" of the past to "high-quality consumer goods".
In addition, with the progress of science and technology and the development of intelligence, modern consumers have put forward higher requirements for the intelligent level and technological configuration of vehicles. They want to buy a luxury car that not only has excellent driving performance, but also provides a convenient and intelligent driving experience. This escalation of demand has made the luxury car market also face huge challenges in terms of technological innovation and intelligence.
For example, although Mercedes-Benz and BMW and other brands in the field of electric vehicles have also been deployed, but compared with the rapid rise of domestic brands, traditional luxury brands simply have no power to parry, now it can be said that China's new energy car is a year of remodeling, three years of iteration, such a speed can not be compared, has long been left far behind, which shows that the overall market response of traditional luxury brand cars lags behind.
In addition, the rapid rise of new energy vehicles in China has had a direct impact on the luxury car market.
In recent years, the Chinese government has vigorously promoted the development of the new energy vehicle industry, and domestic new energy vehicles have made breakthroughs in performance, quality, and price, and have gradually gained a firm foothold in the low-end market. At the same time, some domestic new energy vehicle brands have also begun to enter the high-end market, and the pricing is close to that of luxury car brands. This has led to more choices for consumers when buying luxury cars, and the market position of luxury car brands has been challenged.
In addition, many industries that used to buy luxury cars are also being beaten.
Rolls-Royce, for example, sold more than 6,000 cars worldwide last year, the highest sales since 199. Everyone complained that it was estimated that 3,000 of the 6,000 cars were bought by Chinese Internet celebrities.
However, this year's Internet celebrities are not making much money. According to media statistics, the anchor industry, whether it is the head or the middle and tail, has cut wages by about 50% this year.
Some people also believe that the sharp decline in sales of foreign luxury cars is related to the words of "Uncle in Red" Zhou Hongyi. Previously, during the high-profile auction of Maybach, Zhou Hongyi said that the symbolic meaning is that the definition of luxury cars has been subverted. He believes that some luxury cars are originally high premiums, and according to Zhou Hongyi, Cullinan's 8 million is at least 7.5 million to buy a brand, which is expensive.
Even the big bosses have begun to talk about cost performance, and foreign luxury cars are naturally more difficult to harvest.
In short, luxury car brands are facing many challenges in the future development, only by continuous innovation, enhance the competitiveness of products, and conform to market trends, can they be invincible in the fierce market competition.