Sales of luxury cars in the first half of the year

According to statistics, from January to June this year, Shanghai Volkswagen, Shanghai General Motors, and FAW-Volkswagen continued to occupy the top three sales lists, with sales of 784,000, 7.80 million, and 732,000, respectively, while Beijing Hyundai and Dongfeng Nissan ranked fourth. Five.

At the same time, the sales data of luxury car brands has also been released in the first half of the year. Audi's continuous refined design caters to the needs of domestic consumers and reduces the entry threshold of luxury cars, ranking first in the total sales volume in the first half of the year. BMW followed closely, and Mercedes-Benz's sales dropped slightly by 0.5%.

In addition, more and more luxury cars are beginning to enter the mid-range market, and industry insiders believe that this will cater to the psychology that many consumers will tend to choose luxury cars and will, to a certain extent, reduce the market share of traditional high-end cars.

Mercedes-Benz responds to slight decline in sales volume: space for a new generation of C-Class and E-Class vehicles

According to the latest statistics released, in the first half of this year, sales of Mercedes-Benz were 98,914 vehicles, which was a decrease of 0.5% compared with 99,391 vehicles sold in the same period last year.

Analysis of the industry, Mercedes-Benz sales fell slightly compared with its domestic models to change the relative speed of the relative slow. As the current sales of domestic Mercedes-Benz C-class, Mercedes-Benz E-class has reached the stage of replacement and change of funds, in the appearance of interior design and configuration space is weaker than the opponent's advantage, and only to increase sales of concessions to maintain sales also seem powerless.

In response, Li Hongpeng, senior executive vice president of Beijing-based Mercedes-Benz Sales Service Co., Ltd., said in an interview with the Post reporter that in the first half of this year, the sales of Mercedes-Benz's two main vehicle models, C-Class and E-Class, were indeed affected. , mainly for the end of August the new C-class car and a new generation of E-class vehicles to make room in China's listing.

“Completing the switch between these two new and old models in the first half of this year has become a pressure on us. Before the old models are withdrawn from the market, there will be reductions in volume, leaving the market for new models, which may also cause We have a certain lag in the overall number of sales."

Other major foreign-invested luxury car brands in China achieved double-digit year-on-year growth in sales in the first half of the year. Among them, Audi's total sales in China during the first half of the year reached 228139 units, an increase of 17.7% year-on-year to 193,871 units; BMW sales were 182,800 units, an increase of 15% year-on-year; Cadillac domestic sales increased by 34.5% year-on-year, and Jaguar Land Rover sales were 42,155 units year-on-year. The growth rate is 16%.

It is worth mentioning that in the first half of the year, Volvo’s total sales reached 28,702 units, a year-on-year increase of 34.3%. This figure once again refreshed Volvo’s sales volume in China over the same period, and the Chinese market continues to be the fastest growing market for Volvo cars in the world.

The mid-range market will become the focus of competition for luxury cars. Intensive efforts will be made to increase localization. In recent years, Audi has successfully transformed itself. Its sub-models have been refined to create younger models and are favored by consumers.

From the data display in the first half of this year, from January to June this year, Audi's cumulative sales in the Chinese market reached 228,139 vehicles, compared with 193,871 units in the same period of 2012, an increase of 17.7% year-on-year.

Through analysis, it was found that the sales performance of Audi's domestic models led to a steady increase in overall sales. It is worth mentioning that domestic Q3, which only entered the market for more than three months, was favored.

GE Shuwen, Executive Deputy General Manager of FAW-Volkswagen Audi Sales Division, said in an interview with the Post reporter that the listing of the domestic Audi Q3 has greatly improved the overall sales of the Audi Q3. "From May to June, Audi Q3's monthly sales are over 4300, which is the undisputed sales champion in the same segment of the market. If it is not limited by capacity, the Audi Q3's monthly sales will increase."

According to industry insiders, Audi has made the Q3 domestically to attract market attention. At the same time, it has further promoted the plan for entry-level manual transmission models, which will reduce the access threshold for certain Audi models and expand the consumer base.

Ge Shuwen revealed that in addition to the just-concluded Audi A3 made in China for the 25th anniversary of FAW's hand in hand with Audi and sales of 2 million cars, there will be two Audi A3 hatchbacks and three sedan models. The Audi A3's domestic production will make Audi's lineup more abundant and better meet the diverse needs of Chinese users.

With the luxury car brand entering the mid-range market, the competition is becoming increasingly fierce. Among BMW's three domestic models, sales of domestically produced X1 only fell significantly over the same period. Industry insiders speculated that it may be after the domestic Audi Q3 entered the market that it seized part of the domestic X1 market share.

First-tier cities sales network saturated luxury cars began to refer to the third and fourth-tier cities
Three German luxury brands that accounted for more than 70% of the market share in the luxury car market, with the increasingly fierce market competition, Audi, BMW and Mercedes have extended their reach to third and fourth tier cities.

Previously, Mercedes-Benz also stated that its distribution and number of sales networks have been unevenly developed. First-tier cities have developed too fast, and even in the first-tier cities, the status quo of dealer networks has become saturated, while third- and fourth-tier cities have been ignored.

Li Hongpeng said: "The future can support the development of Mercedes-Benz is not necessarily in the mature market, because it will grow slower and slower, our development space must be in the third and fourth tier cities."

The Mercedes-Benz brand that has just completed the integration of new sales channels in March this year plans to add 75 dealers' outlets, of which 45% of new outlets will cover third and fourth-tier cities.

Audi plans to establish a new distributor in China on average every week in 2013, mainly in the third and fourth tier markets. More than half of the cities in China that have plans to achieve a population of more than one million in the future have Audi dealerships.

In 2013, BMW will continue to explore the fourth- and fifth-tier cities, such as the recent establishment of 4S Jiangsu Liyang, Anhui, and so on.