AutoBeta(AutoBeta.net)12/06 Report--

The performance of the domestic luxury car market is particularly bright this year. According to the data released in November, the sales of some second-tier luxury brands continue to soar, including Red Flag, Lincoln, Ulay and other brands to achieve new monthly sales highs, while the "selling champion" Cadillac has not yet released its latest month-end sales for some reason.

Red Flag surpasses Lexus.

The latest figures show that FAW Hongqi sold 25000 new cars in November, up 100 per cent from a year earlier. The cumulative sales of FAW Red Flag from January to November was 178200, an increase of 102% over the same period last year, and 89% of the annual sales target of 200000 vehicles has been achieved, which means that FAW Red Flag only needs to sell 21900 vehicles in the last month to successfully achieve the set target. Judging from the sales situation in recent months, the sales of Red Flag have increased to varying degrees, and December is the final month for car companies to sprint, so it is not difficult for Red Flag to achieve its goal.

In the second half of this year, two models that have attracted much attention from the market have been launched one after another. The Hongqi H9, a medium-sized sedan with a price of 30.98-539800 yuan, provides 2.0T+48V light mixing system and 3.0T V6 mechanical supercharging, and a total of 6523 cars were sold during the year. Positioning pure electric large-scale SUV Red Flag E-HS9 costs 509800 yuan-729800 yuan, the front and rear axles are equipped with a motor and provide two kinds of power adjustment, which is the most expensive mass-produced model in the independent brand.

At present, Red Flag product line includes H5, H7, H9 cars, as well as HS5, HS7, E-HS3, E-HS9 four SUV models. Officials say the Red Flag brand will expand to 30 products in the next 10 years, covering more market segments.

In terms of sales, Lexus has been surpassed by FAW Red Flag. Lexus sold 20600 vehicles in China in November, up 6.8 per cent from a year earlier, according to official figures. Last month, Lexus was ahead of Red Flag by 600. by November, Red Flag was ahead of Lexus by 4368, and Red Flag sales continued to soar, while Lexus obviously lacked stamina during the off-season. Of course, in terms of cumulative sales, Lexus is still higher than Red Flag, with 202600 vehicles sold in China in the first 11 months, up 12.4% from a year earlier. As a purely imported brand, Lexus outperforms other second-tier luxury brands.

Volvo is "disappointed"

Volvo sold 17997 cars in China in November, up 24.5% from a year earlier. From January to November, Volvo sold 148033 vehicles in China, up 7.2% from a year earlier, less than Lexus and Red Flag brands.

It is worth noting that when Cadillac and Lexus broke the annual sales of 200000 units one after another, Volvo failed to keep up with the pace, and was surpassed by the independent luxury brand Red Flag in 2020. In the overall environment, Volvo's performance is obviously "disappointing".

Volvo's sales are not as good as the "price increase" Lexus or the red flag of "Oriental Rolls-Royce". Volvo, which has long been firmly in the first camp of second-tier luxury brands, the minimalist design and positioning of northern Europe are gradually not favored by Chinese consumers. At present, Volvo has four domestic models in China: XC40, XC60, S60 and S90. all of these models have substantial discounts at the terminal, and the long-term "price for volume" is bound to lose the value preservation rate of the brand.

Recently, Volvo CEO said that Volvo will phase out the sales of new gasoline and diesel cars by 2030. From 2030, Volvo will only deliver electric cars, and the last fuel car will be the next-generation Volvo XC90.

So far, Volvo's first pure electric model, the XC40 RECHARGE, has been listed at the Guangzhou Auto Show at a price of 357000 yuan. At the same time, Volvo S60, S90, XC60 and XC90 models have all added plug-in hybrid versions.

Lin Kenwei continues to soar.

Although the domestic sales of Lincoln and NIO are not high, the current development momentum is good. Data show that Lincoln sold 7400 cars in November, up 82 per cent from a year earlier, while independent high-end new energy brand Lai delivered 5291 vehicles to users in November, up 109 per cent from a year earlier.

Sales of Lincoln cars in China continued to grow after Changan Lincoln launched adventurers and pilots in March and July this year. At the 2020 Guangzhou Auto Show held last month, Changan Lincoln officially unveiled a new navigator. In the future, the new car will be the third domestic model of the Lincoln brand in China. The new car will be positioned as a medium-sized SUV, between domestic adventurers and pilots. More and more models have been pushed into the domestic process, in addition to further price sinking, will also complete the product camp.

Although Lincoln's sales continue to grow after being made in China, the pace of development of the brand in China is not stable, there is still a large gap between brand awareness, reputation and head luxury brand, and there is still uncertainty in the follow-up development.

As a new power brand NIO, even if it has not yet gained a foothold, it can be said that it has passed the dangerous period. A year ago, Xilai was still on the verge of delisting, and its founder, Li Bin, was once called the "worst person" in 2019. A year later, under the epidemic and market stock competition, instead of being overwhelmed, there has been a substantial increase in sales and market capitalization.

Some analysts believe that the continuous rise in the share price of Xilai is related to its recent good market performance, and the new car delivery and earnings data also continue to improve. At the same time, electric vehicles will become the development trend of the automobile industry in the future, which is also an important reason for the new power of good-looking car-building in the capital market. In addition, the share price performance of Tesla, an industry leader, has further pushed up the stock price of the electric vehicle concept.

In the domestic luxury brand camp, the first-tier luxury camp formed by Mercedes-Benz, BMW and Audi is mature and stable, while the second-tier luxury brand camp composed of Cadillac, Lexus, Red Flag and Volvo is highly competitive, and the head brand increases obviously. some second-tier luxury brands ushered in a small recovery, while third-tier luxury brands such as Infiniti and Acura continued to not get out of the sales dilemma. Infiniti sold only 3200 vehicles in November, according to Dongfeng.

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