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Entering 2020, the global automobile market suffered an unprecedented impact from the new crown epidemic in the first quarter, resulting in a decline in both sales volume and performance. But for the luxury market is like the other side of the scene, even in this poor market environment, ultra-luxury brand Bentley can achieve counter-trend growth.

As we all know, Bentley, as an ultra-luxury car brand belonging to Rolls-Royce, is positioned above BBA. Each model is often millions, and few consumers can become its model. In the face of the global epidemic, the global economy shrinks, which is even worse for Bentley luxury cars. However, unexpectedly, in the Chinese market, Bentley brand sales not only did not be affected by this, but achieved a sharp increase in sales.

According to Mr. Kim Airey, executive general manager of Bentley Motors in Mainland China, Hong Kong and Macau, in an interview with the media recently, Bentley's delivery volume in Mainland China rose 80% year-on-year in the first eight months of this year, higher than the 50% increase in the first five months, and is expected to achieve the previously established sales target in the fourth quarter of this year.

At the same time, Anruike also mentioned that thanks to the anti-epidemic measures taken by the Chinese government, the market gradually recovered and demand rebounded rapidly. "At the moment, the order situation is very good. I've been in China for four years and I've never seen more orders at any one time."

For the performance of this year's domestic luxury car market, it has indeed shown growth momentum for many consecutive months, helping to boost a number of luxury brands. According to the report of the Federation, this field has achieved a growth trend since April, and has maintained a growth rate of about 30% since May. In August, the market share reached an all-time high of 15%.

However, the growth of luxury brands is more reflected in the environment of consumption upgrading. More and more luxury brands squeeze into the lower market by means of "price for volume", resulting in the transformation of middle-end consumers into luxury brands. Cui Dongshu, secretary-general of the Association, also explained that the increase in luxury car sales was mainly due to the demand for high-end trade-ins and the price drop brought by luxury model promotion discounts. Data show that the average price of luxury brand sales has dropped from 350,000 yuan in 2017 to 335,000 yuan this year.

Therefore, for Bentley and other ultra-luxury brands can also achieve a sharp increase in sales, but also reflects the impact of the epidemic For some high-net-worth income groups, due to strong anti-risk ability, the impact is relatively limited, with the gradual recovery of the market, luxury car "retaliatory" consumption appears again.

At present, Bentley brand models are sold in China as many as 5 models, covering coupe and luxury sedan. Luxury SUV and other multiple market segments. At this year's Beijing Auto Show, Bentley also brought a number of models to the exhibition, according to An Ruike, all Bentley products are brand-new models that have been on the market for no more than six months. Last year, Bentley introduced three models to the Chinese market, and with the launch of Xintianyue, Bentley has already renewed its entire range of products.

In addition, with the gradual tightening of emission policies in various countries, motorization has become an important trend in the automobile industry, Bentley also has a relatively clear motorization plan, among which Bentley has launched the first plug-in hybrid model in 2019, which also marks Bentley's first step towards motorization.

In any case, in the Chinese market, even the growth of luxury brand BBA sales, or the growth of ultra-luxury brand Bentley, all indicate that with the arrival of domestic car consumption upgrade, the future luxury car market sales will further climb.

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