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Entering 2020, the impact of the COVID-19 epidemic has had a great impact on the domestic car market, but in this environment, the luxury car market remains strong, thanks to the gradual increase in the proportion of domestic purchase groups and the advantages brought about by the decline in the promotional discount prices of luxury cars. further enhance the market share of luxury cars.

According to the discount offered by the current luxury car market, six medium and large luxury cars are compared, including the best-selling Mercedes-Benz E-Class, BMW 5-Series, Audi A6L, Volvo S90, Jaguar XFL and Cadillac CT6.

Although BBA is the best-selling brand at present, the sales gap of its models is not big, but there is a large gap in terminal discounts. Among the three, BMW has become the smallest of all models, while Mercedes-Benz Audi has become a relatively large brand. On the other hand, the second-tier luxury brands, which have always given huge concessions, have failed to offer more preferential prices than first-tier luxury brands. However, in terms of the retail price of the car body, the discount of second-tier luxury brands is still greater.

Specifically, compared with other models, the terminal discount of the BMW 5-Series is the smallest, with an average discount of only 8.8%. Even so, BMW 5-Series sales are still doing well, thanks to the nearing launch of new models and the gradual opening of terminal discounts for old models since April, leading to a significant increase in market sales. From April to June, the sales of the 5 series, which is still behind the three BBA players, rose to the top of the market segment from April to June, and lagged behind Audi A6 in September, but it was still at the bottom of the three for the whole year, according to the FIFA data.

Audi A6L, as the best-performing model in the market, has been replaced by products since the first ten days of last year, and has maintained the top spot in market segmentation since the opening of the market in the second half of the year. However, in 2020, due to the gradual increase of Mercedes-Benz concessions, Audi A6L has been lagging behind in the first half of the year. But since the second quarter, the Audi A6L has performed prominently, achieving the highest cumulative sales for the year. At present, the terminal price of the model is still going down, helping to increase brand sales.

Compared with the former, the overall discount trend of Mercedes-Benz E-class showed an upward and downward trend, and Mercedes-Benz was able to win the top spot in the first quarter in order to achieve sales support and release more concessions at the beginning of the epidemic. However, with the gradual recovery of the market, Mercedes-Benz E-Class offers gradually reduced. Even though Mercedes-Benz terminal discounts are currently the biggest of the three models, recent sales have lagged behind BMW 5-Series and Audi A6L, and perhaps the reduction of discounts is Mercedes-Benz's advantage as a luxury brand leader.

Jaguar XFL as a second-tier luxury brand, but due to the lack of brand value in the domestic market, sales have increased and there is no obvious growth trend. At present, you can enjoy a cash discount of up to 104200 yuan, which is equivalent to a discount of 20%. It is understood that the discount of the model reached 130000 yuan in June, but its sales are still in the lower performance of the same market. Perhaps the stubbornly high quality problem is also the main reason for its poor sales in China, even if "price for quantity" does not seem to change.

Volvo, which is also a second-tier luxury brand, does not sell as much as Cadillac and Lexus, but it also has a reputation for safety. Its S90 is also due to high terminal discounts and the reputation of its brand, which makes the model the best-selling car and helps the brand stabilize its market share in China and gradually show a growing trend. However, considering that the current Volvo S90 has not been replaced yet, and the new official chart has been released, there is still a lot of room for improvement in the future.

Cadillac, as the leader of the domestic second-tier brand, has been surpassed by Lexus since it entered this year, even though the terminal offer has been kept in a large range. Although the whole line of its CT6 also gives the biggest discount, it is still because the model is not the most popular model under the brand, and even if it achieves sales growth, it only maintains a sales volume of 2, 000 to 3, 000, ranking better in the same market.

Generally speaking, the market concessions of medium and large cars vary greatly, even if the concessions offered by different brands are different, but this is not the main reason that affects sales. After all, in the domestic market, luxury brands are more reflected in the brand premium, which makes the BBA brand can maintain a large luxury market share even if it is not the most preferential brand.

At the same time, in the face of fierce competition in the market, it is inevitable for luxury cars to reduce prices in order to gain a larger market share, but for some brands with substantial price cuts, it not only has a great impact on the brand, but also is not conducive to healthy development. for car companies, profit margins will also be greatly reduced.

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