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According to foreign media reports, BMW CEO Chipze once again insinuated that Tesla's quality is not good and unreliable, and said bluntly that "Tesla does not belong to the high-end market." "the difference between us and Tesla is that they have different standards of quality and reliability, we have our own standards and we have higher expectations for customer satisfaction," Mr Chipze said at a conference hosted by Handelsblatt, a German business newspaper. "Tesla does not belong to the high-end market, it just likes to promote sales growth by cutting prices, and we will not do that for the sake of the longer-term future," Chipze said. "

Chi Puze's remarks still caused a lot of discussion. Judging from netizens' comments, some netizens think that Tesla really does not belong to a high-end brand, while others think that the product quality of BMW is not necessarily good. What is the definition of high-end put forward by netizens?

The Consumer report, an independent non-profit organization in the United States, has released the latest annual survey ranking of automobile brands in 2021, which is based on road test, reliability test, owner satisfaction and vehicle safety. According to the ranking, Mazda, BMW and Subaru are the three most reliable brands, while Tesla ranks 16th out of 32 brands. "the only Tesla model we can recommend is the Model3, because the reliability of other products is below average," the report said. "

On the whole, the reliability of BMW brand products is indeed better than that of Tesla, but there are also many product quality problems in the domestic market. According to statistics, in 2020, the BMW brand conducted a total of 11 recalls in China, including oil leakage, out of control, front wheel loss, battery fire, airbag injury, high brake lights falling off, gear disorder, broken parts, substandard emissions and so on.

As for the problem of high-end brands, as we all know, Mercedes-Benz, BMW and Audi are called first-tier luxury brands in China, and have gone deep into the hearts of the people. As for why they are called first-tier luxury brands, Cadillac and Lexus are called second-tier luxury brands, the main reason is market recognition, which is most intuitively reflected in sales volume, whether in the Chinese market or the global market. Mercedes-Benz BMW Audi sales are far ahead of other brands, resulting in a clear camp distinction. Mercedes-Benz BMW Audi is able to open the gap with other luxury brands in terms of sales, not only because the BBA model is more powerful, but also because the brand value of BBA is higher than that of other luxury brands. From the Chinese market alone, a large number of consumers choose BBA because of the pursuit of brand awareness and influence, and in this respect other second-tier luxury brands are obviously not enough to compete with it.

Of course, at present, there is also the gradual rise of many self-styled high-end brands, such as NIO, WEY, Linke, Red Flag and so on. In the monthly car model statistics of the Federation of passengers, such as Tesla Model Y, ES6, Red Flag H9 and other models have repeatedly entered the list of high-end cars / SUV, because the Federation will include models with a price of more than 300000 yuan in the high-end camp, and other media will also list Lulai, Tesla, ideal and other brands as high-end luxury brands when counting the list of luxury brand sales, but from the perspective of market reflection. Many do not recognize the high end of these brands.

In fact, there has always been no clear standard for what is a luxury brand and what is a high-end brand. By definition, a high-end brand is a brand that takes the high-end market as the target market, and attracts consumers with low price sensitivity, high brand loyalty, strong spending power, and pursuit of fashion and experience through excellent product quality and excellent brand image. thus, at the expense of the mass market, get a higher brand premium. Cui Dongshu, secretary general of the Federation of passengers, has previously said that China's luxury car market continues to develop rapidly. before, luxury cars represented by Mercedes-Benz, BMW and Audi are the preferences of Chinese consumers, and the recognition of luxury brands is also deeply ingrained. As traditional luxury cars, they are faced with new high-end cars brought about by the transformation of new energy. The concept of "new luxury cars" should be established, and new energy models priced above 200000 yuan can be included. Cui Dongshu pointed out that the development of new energy vehicles in the United States represented by Tesla directly represents the luxury cars in the United States and has become the luxury car market in the minds of Americans. Recently, China's electric vehicle market has developed rapidly, showing a new situation of rapid rise with independent brands as the core. Domestic high-end new energy vehicles are rising rapidly, especially with Red Flag, Ulay and ideal. The whole high-end electric vehicle represented by Xiaopeng is developing rapidly.

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