The tables have turned, which one will sit in the village? BBA's rivers and lakes have always had legends.
219 passed quietly, and the "tail tooth period" in the 19s officially came to an end. 22 is a new beginning, with high morale or exhaustion, shuffling and ups and downs, and the automobile industry is wrapped up in the wind and clouds, with winners and losers. Luxury brands have always been "unique in scenery", and the suspense left is nothing more than who won the first place and who has the opportunity to lead the next decade. Where are the hidden opportunities?
sometimes, when we read the sales report, we can't help wondering why several brands say they are number one. Will this figure, which is set on the board, still be "fair and reasonable, and the old woman says that the old woman is reasonable"? In fact, it is mainly a question of the caliber of the statement.
Just like the total score in 219, BMW said it was the first, and so did Mercedes-Benz.
after careful study, BMW announced the sales volume of the whole group, including Rolls-Royce, BMW and MINI, with a total global sales volume of 2.52 million vehicles. By comparison, the global sales volume of Mercedes-Benz (including smart brand) is 2.456 million, and the global sales volume of Audi is 1.846 million. This is how BMW's "first" came about.
Mercedes-Benz's "first" is better understood. As far as pure brands are concerned, the global sales volume announced by Mercedes-Benz brand is 2.339 million. The specific sales volume of BMW brand has not been announced, but it is estimated that it should be 2, less than that of Mercedes-Benz brand. As for Audi, it has withdrawn from the "one brother in the world" dispute.
The next question is even more interesting. What is the sales volume of BBA in China market?
the same story continues. In 219, BMW +MINI sold 723,7 new cars in China market, Mercedes-Benz +smart sold 72,1, Audi "went it alone" and * * * sold 69,1 new cars, failing to cross the threshold of 7,, ranking third.
so, what about a single brand? Mercedes-Benz jumped to the top of sales volume with 693,4 vehicles, BMW ranked second with 691, vehicles sold, and Audi was actually not bad (69,1 vehicles sold), but it still ranked third because it sold 9 new cars less.
this result is really "three points in the world". The gap between BBAs is really too small, and the competition will be more intense next year. We boldly predict that the balanced sales state between BBAs will last for a long time, and the situation of Audi's sharp lead before should not happen again; Both MINI and smart have found their own "China partners", and both of them are optimistic about the electric vehicle market, and they may make efforts at a fixed point, which will become the key disturbing factor for BBA to compete for the first place in the China market.
next dawn!
Careful tasting In recent years, Mercedes-Benz, BMW and Audi have made a lot of moves in the China market. From the initial "lengthening" of domestic cars, to relying on SUV product lineup and speeding up domestic production, and the subsequent exploration of the layout of entry models, there is still an electric transformation that is unwilling to lag behind, especially the cooperation with private capital in China. A series of things are spliced together, which shows that luxury brands pay great attention to the China market, and the transformation of product ideas is local enough and timely enough.
219 is the "product year" of Mercedes-Benz, and it is also the "SUV year". In recent years, Mercedes-Benz has achieved "turning over serfs and singing". After all, compared with 215, Mercedes-Benz sales in China nearly doubled. The core reason is the product, and Mercedes-Benz's "product brain circuit" is quite unique.
Mercedes-Benz E-Class and GLC constitute the sales base of both cars and SUVs, and they have always been half a position ahead of competing products of BMW and Audi at the same level. This is almost the advantage accumulated at the beginning of the appearance of this generation of products, which belongs to the basic winning face of Mercedes-Benz. After the word-of-mouth is well maintained, it will only get bigger and bigger like a snowball.
But obviously, Mercedes-Benz will never be satisfied with this, and it has been trying more "breakthroughs". The A-class long-axis version belongs to the follower. After Audi A3 and BMW 1 Series, Mercedes-Benz has also completed the puzzle of entry-level cars. In 219, the A-class long-axis version sold 7, units, which is not a big hit, but it contributed to the "absolute increase" of the hard state.
in the SUV field, Mercedes-Benz's action is no longer following, but original. After some "geek" Mercedes-Benz GLB went public in China, Mercedes-Benz also had a "two-car strategy" (GLA+GLB) in the entry-level SUV market, and the styles of the two cars were very different, at least not killing each other. GLB tough guy style, the selling point that has been emphasized is "seven seats", which is unique at the same level; GLA pays attention to cross-border, and the "small" cash makes it somewhat thankless. However, after the change, it became bigger and higher, and it became more SUV-like. It is simply "the sheep is not dead, and the prison has been made up."
a brand is more willing to release some future strategic signals to the outside world. Just as at this year's CES show, Mercedes-Benz launched VISION? AVTR concept car, not only modeling science fiction, but also using graphene batteries, has a cruising range of 7 kilometers and can be filled within 15 minutes, which perfectly explains the earthy truth of "Your uncle or your uncle".
Back to reality, Mercedes-Benz is also striving for new energy sources, such as EQC, a pure electric medium-sized SUV. How can I put it? It is not so different from the "first sight" of the fuel version. It is more like a transitional product after a long-term calculation and compromise when an established manufacturer faces new trends. I say this, Mercedes-Benz EQC is definitely not happy, but the beautiful vision is that I hope Mercedes-Benz can launch more new energy products.
BMW has some "making a fortune with silence". The biggest news in 219 is the beam car project jointly developed with Great Wall Motor.
however, BMW's thinking in the China market is extremely clear. Especially in the field of electrification, BMW can be called the first of the three luxury brands to wake up. Except for the sales volume of Series 1, other domestic BMW models are in good condition, especially the BMW X3 (delivered more than 12, vehicles in China throughout the year), which has become the sales core of BMW Brilliance.
In the entry-level SUV market, BMW X1 should be the first to get the "extended" bonus, and even now, it is the highest-selling one in this market segment. However, at present, Mercedes-Benz GLB has become the longest wheelbase model in its class. However, BMW X1 still has another hand, and it has a plug-in hybrid version, which still contributes some sales.
the same "save one hand" also appeared on the BMW 5 series. Newly-born high-income families have become more and more users of luxury brands. However, in first-and second-tier cities, the restriction of licenses and purchases is a major problem that hinders the release of demand. Because plug-in hybrid models can get green cards, they are very popular. BMW's "keeping one hand" really knows more about policies and Chinese people. We also have reason to believe that BMW will not fall behind in the next electrification trend.
In the media communication meeting at the beginning of the year, BMW outlined the "Year of New Energy Vehicles" as follows: By the end of 22, BMW will provide six new energy vehicles, including two pure electric vehicles, i3 and iX3, as well as plug-in hybrid versions of X1, X5 and 5 series and four PHEV models, such as i8. In the future, pure electric vehicles iNEXT and i4 will be launched.
It is worth noting that BMW Brilliance iX3 was not only born in China, but also will be sold all over the world.
Audi lost the championship, and it seems that not many spectators are surprised by it. Therefore, empathy and insight into counterattack opportunities are actually more precious for Audi.
so, where are Audi's opportunities?
in p>219, Audi sold 3,3 vehicles less than Mercedes-Benz and 9 vehicles less than BMW. Put it on the table, this is really not a gap. What is embarrassing is that a few years ago, Audi was in an absolute leading position. Nowadays, compared with Mercedes-Benz and BMW in autumn, not leading is like going backwards. But the reason for the breakdown is that the products have no absolute leading edge, and the punched products are not hard enough.
in p>22, new energy vehicles will enter a brand-new era, and the large-scale mass production of electric vehicles by traditional manufacturers will formally compete with new forces such as Tesla, and new energy vehicles will also compete with fuel vehicles.
behind Audi is the Volkswagen group. In the past year, Audi has not disclosed much information in the field of electrification, but Volkswagen is quite active, and has launched more than a dozen electric concept cars on MEB platform. The resources of the public are also the resources of Audi. Since the Volkswagen Group is determined to transform into a new energy source, Audi will surely run hard on this road, which is probably the opportunity for Audi to regain the challenge.
Moreover, in China, Audi will marry SAIC again, and its key products will be directed to more subdivided areas (such as A7L) and most new energy vehicles, in order to fully understand the potential market of luxury brands in China as much as possible.
we'll wait and see if there is a coming dispute.
This article comes from the author of Chejia, car home, and does not represent car home's standpoint.