AutoBeta(AutoBeta.net)02/05 Report--

Luxury car brand Ferrari announced its full-year sales in 2021. Last year, Ferrari delivered a record 11155 sports cars of all models, up 22.3% from a year earlier and returning to pre-epidemic levels. In 2019, before the outbreak, Ferrari sold 10131 vehicles for the year. Ferrari set a record revenue last year, with net profit of 833 million euros last year, up 36.8% from 2020 and 699 million euros in 2019.

Most car brands will think that the domestic market is the most influential market, so many brands will account for a large proportion of sales in the domestic market, and anchors of Douyin Kuaishou will also be happy to share videos of themselves picking up their cars. judging from Ferrari's sales figures for 2021, this does not seem to be the case. Ferrari's largest market is the EMEA region, including Europe, the Middle East and Africa, with 5492 sports cars delivered, accounting for 49.2% of the total, while the second largest market is the United States, where 2831 cars have been sold. The share is small, but it is growing rapidly, and Ferrari's sales in Greater China are up 97% year-on-year, indicating the future potential of the region. The market share of many luxury brands such as Bentley and Porsche in the Greater China region has exceeded 30%, and Ferrari has lagged behind other competitors at this point.

Porsche sold more than 300000 vehicles for the first time last year, up 11 per cent from a year earlier. Among them, delivery in China accounted for 31.7%, reaching 95671 vehicles, up 8% from the same period last year. China has become Porsche's largest single market in the world for the seventh year in a row. The Lamborghini sold 8405 vehicles, and China is the largest sales market outside the United States, with annual sales of 935 new cars, an increase of 55 per cent year-on-year.

Sales of Bentley, a luxury car brand owned by Volkswagen, also hit an all-time high of 14695 in 2021, up 31% from 11206 in 2020. Bentley is currently selling six new models, two of which are hybrids. Bentley will launch its first new energy car in 2025 and may stop developing and selling traditional fuel vehicles within the framework of achieving its overall goal of carbon neutralization by 2030. Bentley leads Aston Martin and Lamborghini in electrification and will sell only plug-in hybrids and pure electric models by 2026. Perhaps the owners of Bentley are more like traditional owners, pursuing luxury while not demanding too much for the roar of the engine, so they can be more radical on the road of electrification.

Rolls-Royce, which keeps pace with Bentley, also set a new sales record last year. According to foreign media reports, Rolls-Royce sold 5586 cars worldwide last year. This is an increase of 49% compared with 2020, the highest sales record in Rolls-Royce history. Rolls-Royce CEO Ston Muller Utterfer said sales in the US, Canada and China all hit record highs in 2021, especially the new Gusteau and Curinan. At present, Phantom, Gusteau, Curinan, Phantom and Obsidian have all been introduced into the Chinese market, with the lowest starting price of 4.73 million yuan and the highest starting price of nearly 8 million Mirage. With Rolls-Royce products and the newly rich getting younger, the average age of Rolls-Royce owners is now only 43.

At the end of September, the spokesman invited by Rolls-Royce was the representative of rejuvenation. A young online celebrity born in 1987 shot a test-drive film with her husband Lin Han in the evening to promote the new product Curinan for the brand, which caused great controversy on the Internet, and the comment area was filled with negative comments. She once said that she overpowered supermodels such as Fan Bingbing, Ni Ni, Liu Wen and so on. In addition, in March last year, a high-altitude crash occurred in a factory on gallery, which they own. For this accident, gallery released a statement four days later, which was thought by netizens to ignore workers' lives, shirk their responsibility, and so on. As a result, the two people had bad reviews. Rolls-Royce's decision to hire two people to do brand promotion attracted many Rolls-Royce owners and netizens to express their dissatisfaction. Lin Han continued to infuriate netizens by waging a war of words with car owners on Weibo. Finally, even Wang Sicong, the "national husband", could not help leaving a message: "suddenly I feel that RR is very low, and I will not buy it in the future." If this remark is just a joke by netizens and by Wang Sicong, it will be true and funny.

More than half a month later, Rolls-Royce deleted the promotional video of the two and said that Greater China would take the incident seriously and listen sincerely to everyone's feedback, but closed the comment area.

It has been two years since the COVID-19 epidemic spread all over the world. after several waves of peaks have been sent away, the mutated varieties are ready to move again, endlessly affecting people's lives and hitting major industries. the growth of luxury brands is largely affected by the epidemic. On the one hand, the epidemic has affected the economies of all countries. Although various industries have not promoted much under a variety of measures, they have finally stimulated the top of the financial market. On the other hand, the epidemic has also changed some people's view of life. Rolls-Royce CEO said he didn't expect it to sell so well either. Maybe Rolls-Royce guests have a new perspective on life during the epidemic and are more willing to spend money to have fun in time.

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