AutoBeta(AutoBeta.net)02/11 Report--

The New year continues to be hot by the domestic car market, and a number of car companies have achieved significant growth. According to statistics, domestic automobile production and sales in January 2021 reached 2.388 million and 2.503 million respectively, an increase of 34.6% and 29.5% respectively over January last year. Among them, luxury brands performed even more strongly, with luxury car retail sales up 44% year-on-year in January and 21% in December.

Due to the strong demand for high-end swapping of upgraded consumption, luxury brands grew significantly higher than the passenger car market in January this year, with sales of nearly 20, 000 or even more than 20, 000 models, mainly reflected in BBA models, while second-tier luxury brands grew year-on-year, but there was a significant gap between actual sales and first-tier luxury.

From the perspective of the domestic high-end car market, the Mercedes-Benz E-Class continues the trend at the beginning of last year, becoming the highest-selling model of the domestic high-end brand, with monthly sales of 20095 vehicles, and it is also the only luxury single model that achieved sales of 20, 000 units in January this year. However, as a result of Mercedes-Benz E-Class product replacement at the end of last year, the terminal discount is not big, a slight drop compared with the previous year.

Although Mercedes-Benz has been exposed a lot of negative news in China in the past two years, it has no obvious impact on its sales volume. I have to say that Mercedes-Benz still has a relatively high brand influence in the domestic market. Even Mercedes-Benz C-Class, which is facing the end of the product, reached nearly 20,000 sales in January, up 12% from a year earlier.

Second only to the Mercedes-Benz brand is the Audi brand. Since Audi A6 and Audi A4 models have been replaced, the terminal discount has been continuously expanded, becoming the largest discount model among the three major brands, resulting in long-term sales in the forefront. Of these, Audi A6 reached 19956 in January, up 13.1% from a year earlier, while Audi A4 increased by 41.4% to 19729.

Due to the replacement of the BMW 5-Series, the terminal discount is not as good as Audi, and the brand influence is not as good as Mercedes-Benz, making this year's sales lag behind Mercedes-Benz and Audi. However, the BMW 3-Series did not appear on the list because it was priced below 300000. After all, the BMW 3-Series, as BMW's best-selling model, has always remained the highest in its class.

Compared with BBA, although second-tier luxury increased significantly in January this year, there is a wide gap between specific sales and first-tier luxury, such as Volvo and Cadillac are less than 5000 vehicles, the differentiation is very distinct.

In terms of the domestic high-end SUV market, BBA is also the best performing brand, with Mercedes-Benz GLC sales reaching 19461 in January, an increase of 2.2% over the same period last year, and once again topping the luxury SUV sales list. The Audi Q5, which surpassed the second 17553 vehicles, was mainly due to a new upgrade last year, but the improvement in production capacity was not obvious, and the growth rate was significantly lower than that of the Audi Q5, or it would be overtaken by the Audi Q5 at a later stage. By contrast, the BMW X3 has been inferior to the former two, mainly due to the lack of terminal discounts and the loss of obvious competitiveness.

It is worth mentioning that the Mercedes-Benz GLB achieved a big rise, although at the beginning of the launch of the model, many people complained about the weak power system of the Mercedes-Benz GLB, but in front of the strong brand power, it is clear that it can also achieve hot sales.

Like the car market, second-tier luxury brands have grown, but overall sales have lagged far behind BBA, and even Volkswagen's Tuen has been superior to second-tier luxury models. Second-tier luxury brands mostly rely on terminal substantial preferential policies, won the favor of some consumers. As the EC6 grabbed the market of the ES6, the model failed to rank at the top end of the list, and only the ideal ONE remained on the list.

On the whole, domestic luxury brands generally show a strong growth trend this year, which undoubtedly shows that the domestic stock era, the purchase boom is obvious, but in terms of brands, first-line luxury is still inherent absolute brand influence, resulting in sales far exceeding second-line luxury brands, especially to Mercedes-Benz GLB, in the absence of a stronger driving force, still rely on space and the strength of the brand to get the absolute advantage.

A report shows that in the domestic market replacement direction, BBA owners replacement of new cars will still take BBA as the priority of the main brand, the "internal circulation" trend is obvious. Among them, Mercedes-Benz is very attractive to BMW and Audi owners. Audi owners pay more attention to this product replacement than BMW and Mercedes-Benz, with high owner loyalty; BMW owners' loyalty is relatively low, and more than 25% of car owners pay attention to Mercedes-Benz and Audi when replacing new cars.

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