As we all know, BBA in the domestic luxury car market has long occupied a dominant position, basically ranked in the top three domestic luxury brand sales, and in the luxury brand September sales form, BMW surpassed Mercedes-Benz with a score of 61017 units, Audi won the crown of sales, although the sales volume is "firm", but affected by the chip shortage, resulting in BMW's sales fell by 24.3% year-on-year.
Subject to the shortage of chips, most of the luxury brands are still not performing well, when there is a different decline, there are two brands in the form that have risen against the trend, that is, Hongqi and Lincoln, whose sales have risen by 13.4% and 24.8% year-on-year, which is a real surprise. Next, the bucket car brother takes everyone to see what made BMW win the crown in September, and the red flag and Lincoln's counter-trend rise.
BMW won the crown in September, BMW 5 series became the biggest contributor, with monthly sales of 14246 vehicles became the only model with more than 10,000, the new BMW 5 series was upgraded in the front face and rear, the front face headlights were sharper, the design of the tail lights was more chic, and the appearance value was further towards the movement. The interior comes standard with a 12.3-inch full LCD digital instrument panel and a 10.25-inch floating central touchscreen (12.3-inch high), and the car system has also been upgraded to BMW's latest iDrive 7.0, which has improved interactivity and ease of use.
And the previous strong performance of BMW 3 Series and BMW X3 is behind with 9113 and 9325 vehicles, the arrival of the new 3 Series has made people have a great improvement, the new generation of 3 Series in space is better than the C class, not to lose A4L, while exercising, taking into account the comfort, attracting a large number of young consumers recognition. BMW X3 as a BBA mid-size SUV camp still insist on not lengthening the model, but also very good to understand its hot sales, like people really enjoy the pure driving control experience.
If the chip shortage caused the overall performance of the auto market in September to be bad, it is true, but there are exceptions, that is, Hongqi and Lincoln. September Hongqi HS5 sales of 8342 vehicles, Hongqi H5 for 4364 vehicles, Hongqi H9 for 4330 vehicles, from the official wholesale sales point of view, the supply of its main models is relatively stable, there are existing cars do not have to wait, in the case of the same product force is very "popular".
Hongqi HS5 adopts the latest "straight waterfall" mid-grid design of Hongqi brand, with the design of the LED headlight group that highlights the sharpness and the front surround with large size air intakes, which is full of science and technology. A new logo also appeared on this car, and at the same time, the red flag on the front cover highlighted its identity, and the overall feeling was both domineering and exquisite.
Hongqi H5 has Hongqi's understanding of young design, but retains the classic elements of Hongqi. In addition to the young and dynamic design, the configuration is also very rich, the price is also moderate, coupled with the inherent characteristics of the Hongqi brand, it has captured a large number of young consumers. To a certain extent, Hongqi H9 shows the highest level of domestic luxury cars, domineering appearance and ultra-luxurious interior, the momentum is close to Rolls-Royce, coupled with the unique brand aura of national feelings, it is enough to circle a wave of fans in the market.
Since Lincoln achieved localization, sales performance has soared, the main model Navigator sold 2692 vehicles in September, which is the second highest monthly sales after its domestic listing; Adventurer as a sales force, stable output of 5200 vehicles in September; Aviator as a flagship SUV, also contributed 1268 units in September, also very stable.
Lincoln was able to rise against the trend, in addition to the product itself, but also the transformation brought about by the localization of the brand. On the one hand, Lincoln's adventurers, navigators, and aviators have certain advantages over their opponents, which is a bit of a misplaced competition; on the other hand, Lincoln's pricing after domestic production is more rationalized, as a second-tier luxury brand, the guidance price is not high, and there is no huge discount in exchange for sales, which also has positive significance for the retention rate.
Write in the last words:
"Golden Nine Silver Ten" should have been the peak sales season of the automobile market, but the lack of cores is undoubtedly a great impact on luxury brands. Brother Gouche believes that whether it is BMW that wins the championship or Hongqi and Lincoln that rise against the trend, they should make corresponding adjustments and give priority to chips to hot-selling and profitable models. As long as you have successfully passed this period of limited production, I believe that in the future, all luxury brands will have good growth and break through the goals one by one.
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