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Recently, the automobile industry paid attention to statistics and released the top 10 sales list of domestic luxury brands in 2021. According to the list, BMW brand sales totaled 821000 vehicles in 2021, up 8.3 per cent from a year earlier, making it the only first-tier luxury brand with positive growth, with Mercedes-Benz and Audi falling 3.6 per cent and 5.5 per cent respectively. Most second-tier luxury brands achieved year-on-year growth, such as Cadillac and Volvo, while Lexus, an imported brand, fell 6.9%. In addition, the new power brand sales soared, Tesla, ideal, NIO are all up more than 100%.

BMW 5-Series, BMW 3-Series and BMW X3 are still the main products, and the performance of the three models has contributed to the year-on-year growth of the brand. According to the insurance volume, sales of the BMW 5-Series and BMW 3-Series were 185000 and 184000 respectively, up 8.0% and 9.4% year-on-year, respectively, while the BMW X3 increased 11.7% to 152000 vehicles. As BMW's three best-selling models, all achieved year-on-year growth, the performance is significantly better than the same level of products.

Mercedes-Benz sales in 2021 fell 3.6 per cent year-on-year to 739425, while Audi fell 5.5 per cent to 691008. Or affected by the supply of spare parts, Mercedes-Benz and Audi's main model sales have declined to varying degrees. Specifically, Audi A6L, Mercedes-Benz GLC, Mercedes-Benz C-Class and Audi A4L all dropped by more than double digits, of which Audi A6L and Mercedes-Benz E-Class sales all exceeded 150000 vehicles, but there is still some gap compared with BMW products of the same class.

On January 12th, BMW Group announced global delivery of 2.522 million vehicles (including BMW, MINI and Rolls-Royce) in 2021, up 8.4% from a year earlier, surpassing Mercedes-Benz to become the top seller of luxury brands in the world, surpassing Mercedes-Benz for the first time in five years. According to the data, Mercedes-Benz sold 2.093 million vehicles worldwide in 2021, down 5.0% from a year earlier, with the Chinese market showing its first negative growth in nearly a decade, while Mercedes-Benz cited "the impact of global semiconductor supply shortages".

The competition pattern of the second echelon was also broken. According to the insured volume, Tesla delivered 322000 new cars in China in 2021, an increase of 118.7% over the same period last year. Lexus and Cadillac were replaced. Tesla's performance during the year is obvious to all, including 171000 Model Y vehicles and 151000 Model 3 vehicles for the whole year, which has reached the level of first-tier luxury models. The Model Y is Tesla's second domestic model, which was officially launched by New Year's Day in 2021, but sales this year surpassed that of the Model 3, on the one hand, because the Model 3 made in Shanghai began to supply overseas markets, and on the other hand, the SUV is more popular among consumers than cars.

Red Flag, which comes from its own brand, also leads other second-tier brands in sales, with 272000 vehicles at risk in 2021, up 43 per cent from a year earlier. From the perspective of risk volume, Red Flag failed to achieve the sales target of 400000 vehicles, but from the development of the brand in recent years, there is indeed a lot of room for improvement. From the perspective of Red Flag's product camp, Red Flag HS5 currently has the highest sales volume, with cumulative sales of 125000 vehicles in 2021, followed by Red Flag H5 and Red Flag H9, with cumulative sales of 81000 and 33000 respectively. Among them, Red Flag H9 is the most expensive fuel car in the brand, which bears the high-end luxury image of Red Flag brand to a certain extent. According to relevant data, the private purchase rate of Hongqi in 2021 is 84%. It is true that some vehicles are put into the online car-hailing market or purchased by institutions, but the proportion is only 13%, and the other 3% of the models are of unknown use. As can be seen from the above data, in fact, Red Flag is mainly in the private car market, which also represents consumers' recognition of the Red Flag brand.

As the hegemons of second-tier luxury brands, Cadillac and Lexus did not perform well. The insured volume shows that Cadillac overtook Lexus in 2021, an increase of 2.5 per cent year-on-year to 233000 vehicles, ranking sixth. In terms of specific models, 62000 Cadillac CT5, 52000 XT5 and 49000 XT4 are insured. As for Lexus, it insured 219000 vehicles in China this year, down 6.8% from a year earlier and three places lower than in 2020. In terms of specific models, the insurance volume of Lexus ES fell 7.8 per cent year-on-year, Lexus RX fell 2 per cent, and Lexus NX sales fell 10 per cent year-on-year. From the data point of view, the main hot-selling Lexus models are showing varying degrees of decline.

Although Volvo is not as famous as Cadillac and Lexus, its market performance has been relatively stable in recent years. Volvo delivered 172000 vehicles in 2021, a slight increase of 0.6 per cent from a year earlier, according to the insured volume. Under the influence of the general environment, Volvo can still achieve growth is the best result, and the sharp weapon to maintain growth is mainly due to the large discount range of its products. In terms of specific products, Volvo XC60 delivered 65000 vehicles, Volvo S90 38000, Volvo S60 28000 and Volvo XC90 20000.

As for the Lincoln brand, it grew 46.4 per cent year-on-year to 92000 vehicles in 2021. Lincoln brand sales growth is the highest among luxury brands, mainly because it began to achieve domestic production in 2021, with adventurers, aviators and navigators on the market one after another, and the brand new car Lincoln Z, which is pre-sold at the Guangzhou Auto Show in 2020, will also go on sale this year. In terms of specific products, adventurers sold 50000 vehicles in 2021, navigators 19000, and pilots 13000. In fact, Lincoln's product power is not poor, brand awareness is the main factor affecting its growth.

Throughout the year, the high-end demand for consumer upgrading is still one of the main market drivers to boost the luxury car market, and the market structure of luxury cars continues to remain stable. However, more and more domestic brands are beginning to enter the luxury market, and the electric trends led by new power brands, such as ideal, Lantu, etc., are impacting the competition pattern of the traditional luxury brand market, while the competition between domestic luxury brands and international luxury brands, luxury fuel cars and luxury electric cars is becoming more and more interesting.

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