AutoBeta(AutoBeta.net)10/24 Report--

September is the peak sales season in the traditional car market, but under the continuing influence of the chip shortage, the overall market performance is not optimistic, whether it is mainstream or luxury brands, the market performance in September is relatively mediocre. Sales of luxury brands in China fell 24.1 per cent year-on-year to 193462 vehicles in September, while mainstream joint ventures fell as much as 30.5 per cent, according to the latest figures from the Federation.

According to the statistical list of the top 10 sales of traditional luxury brands in September 2021, most brands are in a state of decline. BMW brand sales are relatively strong, although it fell by 24.3% due to a shortage of chips, but monthly sales remained at more than 60, 000 vehicles, while Mercedes-Benz and Audi were even more serious. September sales fell 38.3 per cent and 51.8 per cent to 46411 and 38489, respectively.

First of all, let's take a look at the BMW brand. According to the list of models published by the Federation of passengers, only the BMW 5-Series has more than 10,000 models, with 14246 vehicles, which is the only BBA brand that has sold more than 10,000 cars. The BMW 3-Series, which had a strong market performance, sold less than 10,000 vehicles in September, down 44.1 per cent from a year earlier to 9113 and the BMW X3 down 34.0 per cent to 9325. By contrast, Mercedes-Benz and Audi brands performed even more "fiercely". In terms of specific models, the sales of Mercedes-Benz E-Class, Mercedes-Benz C-Class and Mercedes-Benz GLC are 8136, 7227 and 7199 respectively, with the exception of Mercedes-Benz E-Class. The same is true of the Audi brand. The sales of Audi Q5L, Audi A6L and Audi A4L are 6884, 6881 and 4142 respectively, and the sales of the three models are also halved, of which Audi A6L has a year-on-year decline of 78.0%. It is the largest decline in the BBA brand.

Let's take a look at the second-tier luxury brands. Red Flag, Lexus, Cadillac, Volvo and Jaguar Land Rover all have more than 10,000 vehicles, of which only Red Flag brands have achieved growth. Most of the sales of Red Flag brand are contributed by Red Flag HS5. The data show that in September, Red Flag HS5 sold 10869 vehicles, Red Flag H5 6070, Red Flag H9 4051, Red Flag HS7 1146, and other models less than 1000. Why can Red Flag be ahead of Lexus, Cadillac and other brands? According to the monthly wholesale sales of Red Flag brand, its current supply is relatively stable, which ensures that sales in the terminal market will not occur waiting for cars, which also confirms that the chip has little impact on independent brands.

Lexus and Cadillac are perennial competitors, but the difference is that Cadillac is made in China, and most models have a greater discount in the end market, while Lexus is an imported brand, which not only gives less discount in the end market, but also has tax rates for car purchases. it can be said that there are two completely different ways of development. In terms of September sales, Lexus significantly underperformed Cadillac, with 23537 Cadillac and only 14770 Lexus. Fundamentally speaking, as an imported brand, Lexus is easily affected by the shortage of chips. There is basically no discount in its terminal market, and it even needs to raise prices, which leads consumers to choose the same level of brand models.

Similar to Cadillac, Volvo has received a lot of orders in the short term by relying on price cuts, but its market performance is also not optimistic due to the shortage of chips. Volvo's sales fell 32.9% in September from a year earlier, largely due to a sharp drop in sales of its main model, the XC60. XC60 sold 3744 vehicles in September, a far cry from 6341 in the same period last year. In addition, the S90 sold 1926 vehicles in September, down 41.5% from a year earlier, with fewer than 1000 models.

After the realization of localization, Lincoln's sales in the market are booming, and adventurers, navigators and pilots have many advantages in price performance and product strength compared with competitive products. Especially in the case of the same price, the advantages of the power system are obvious, and you can naturally get good sales. In terms of September sales, Lincoln bucked the trend, rising 24.8 per cent year-on-year to 9334 vehicles amid a lack of cores in the luxury car market. However, the biggest disadvantage of the Lincoln brand is its brand awareness, which needs to be continuously improved compared with other luxury brands.

In the list of high-end models published by the Federation of passengers (the Union regards models worth more than 300000 yuan as high-end), Tesla Model Y, ideal ONE, Xilai ES6/EC6 and other models all appear on the list, all from the new power of car building. Of these, Tesla Model Y sold 33033 vehicles in September, the ideal ONE was 7094, and the Lulai ES6/EC6 was 5260 and 3390 respectively. If calculated in terms of brand sales, Tesla's sales in September are higher than Mercedes-Benz and Audi, second only to BMW, and NIO can reach more than 10,000 vehicles. The ideal ONE alone has a very strong performance.

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