Ebb Tide China luxury car market fission

After last year's big wave in the auto market, the domestic luxury car market has long occupied the first camp of Audi, BMW, Mercedes-Benz "Three Kingdoms War", gradually evolved into Audi, BMW's "duoxiong" battle, with the prospect of leading the Lexus slowed down last year In 2013, the domestic luxury car market will advance in the new market structure.

As the leader in this segment of the market, Audi continues to take the lead in the Chinese market. Last year, Audi sold a total of 403,000 vehicles in China, an increase of 30% year-on-year, and the Chinese market accounted for 28% of its global sales.

Among them, the annual sales volume of the domestic Audi A6L and A4L models exceeded 100,000, and the Q5 sold 89,488 units with a growth rate of 64.9% throughout the year. The total sales volume of imported vehicle products was 80,188, an increase of 38.5%. “In the coming period, we will still maintain the balance of domestic cars and imported cars at a ratio of 80% to 20%,” said Bo Shi, general manager of FAW-Volkswagen Audi Sales.

The tightening BMW has also achieved good results last year. The total sales volume of the BMW and MINI brands reached 326,000 last year, an increase of 40.4% year-on-year. Among the domestic models, the BMW 5 Series is the biggest bright spot. Last year, the total sales volume reached 107,844, an increase of 52.2% year-on-year.

And Mercedes-Benz, which ranks third in the global luxury car market, sold only 196,000 vehicles in China, a slight increase of 1.5% year-on-year. Losing the Chinese market has affected its ranking in the global luxury car market. Last year, BMW secured the luxury car market champion with 1.845 million global sales. Audi followed with 1.455 million and Mercedes-Benz continued for the second consecutive year. Audi exceeded, if you remove sales in China, Mercedes-Benz sales of 112.38 million, higher than Audi.

The Lexus, a Japanese luxury car brand that had hoped to become the first camp, did not have a clout. At the beginning of last year, Lexus planned to sell 80,000 vehicles in China. According to the latest data, it sold only 64,000 vehicles in China.

Other Japanese luxury car brands do not only have no opportunity to come back. Affected by the market crisis last year, it is not bad that this year will stop the decline. Infiniti’s national distributors are generally facing high inventory pressure, and it is difficult to complete the target of 30,000 vehicles this year.

Acura brand is even more difficult to survive in the face of market crisis.

Last year's market performance has set a more distinctive competitive pattern for China's luxury car market this year. Audi, BMW's leading players will continue to lead, and with the gradual easing of sales channels, and successive product launches, Mercedes-Benz is expected to make another effort this year, but the Japanese car brand is slowing down in a situation where the market environment is unfavorable.

No matter how the market changes, the intensified competition is the real feeling of every luxury car company, even the market champion Audi is no exception. On January 17, FAW-VW Audi announced a comprehensive development plan called "Leader Strategy."

Audi denied that it was because the pursuers were biting too close together last year and shouted speculation about the "sturdy" slogan. “All our preparations have been arranged, and even the KPIs (KPIs) have been set, and then the plan has been announced to the public.” said Shih. However, it is undeniable that the competition in the luxury car sector is no weaker than other market segments.

According to Audi China's strategy, Audi will maintain its top position in the premium car market in China by 2020. In other words, in the next 7 years, Audi is not prepared to give any opponents such as BMW behind to catch up.

By 2015, Audi will introduce 45 products to China. The annual production and sales volume will reach 700,000 units, and the number of dealers will increase from the current 291 to 450. To achieve this goal, FAW-Volkswagen Audi will further enrich its sales service form this year and will introduce about 10 new products.

"In 2012, we saw fierce competition. This competition will continue to exist in the future. The premium car market is changing more from the seller's market to the buyer's market." She says frankly, "In this situation, if only steps are taken, Inadvertently may catch up with the opponent, Audi does not want this to happen. After all, Audi's global luxury car market in 2020 plans to rely on China to a large extent. "Bouishi is expected this year, the overall domestic luxury car The growth rate of the market will reach about 20%.

At the same time, last year's price war has caused many luxury car brand dealers to suffer severely. How to ensure the profitability of dealers this year is a work that luxury car manufacturers cannot ignore.