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Recently, the auto industry paid attention to statistics and released a list of the top 10 luxury brands in January 2022. According to the list, only BMW and Lincoln saw year-on-year growth in the first month of the year, while all other brands declined, with the biggest declines being Infiniti and Jaguar, where monthly sales reached only 1,000.

After leading a group of luxury brands in 2021, BMW once again held the top spot in the first month of the year. According to Shanghai Insurance data, the number of BMW brands insured in January 2022 was 108294, an increase of 14.4% over the same period last year, making it the fastest-growing traditional luxury brand. In the BMW brand product line, the BMW 5 Series, BMW 3 Series and BMW X3 are the main products, driving the brand to achieve year-on-year growth. According to the insurance volume, the BMW 5-Series and BMW 3-Series sold 28267 and 24401 cars respectively, ranking not only in the top ranks of traditional luxury cars, but also in the top 10 in the car list.

Both Mercedes-Benz and Audi showed year-on-year declines, with Audi down 12.5 per cent to 72517 and Mercedes-Benz down 2.5 per cent to 93967. Specifically, sales of Mercedes-Benz GLCs and Mercedes-Benz E-Class rose in the first month, but Mercedes-Benz C-Class fell sharply, with 10732 vehicles insured in January, down 43.6 per cent from a year earlier. Audi's three best-selling models grew only the Audi Q5L, while Audi A4L and Audi A6L both fell year-on-year, to 16145 and 13724, respectively.

Looking at the second echelon, the best seller is still Cadillac, while Lincoln is the only growing brand. Specifically, Cadillac ranked fourth among luxury brands with 21032 vehicles, down 14.5% from the same period last year. The best sellers are still Cadillac CT5, XT5 and XT4, of which the CT5 and XT5 each exceed 5000.

Lexus, Cadillac's most direct competitor, reached 17815 vehicles in January, also down 14.5% from a year earlier. Sales of the three leading Lexus models, the ES, RX and NX, all declined to varying degrees, mainly due to overseas outbreaks and the supply of spare parts. Lexus, as an imported brand, the epidemic and the shortage of parts continue to affect the production and marketing performance of the brand.

Although Volvo lags behind Cadillac and Lexus in brand fame, sales rose slightly by 0.5% year-on-year in 2021, but fell 15.5% to 15335 in the first month of the year, making it the biggest decline among domestic mainstream luxury brands. In terms of specific products, only XC60, S60 and S90 have more than 1,000 models, which are 4890, 3079 and 2570 respectively (retail volume).

Once in the doldrums or even on the verge of delisting, sales rose steadily after the realization of domestic production, with sales of 8821 vehicles in the first month, an increase of 6.5% over the same period last year, making it the second brand to achieve growth after BMW. At present, Lincoln's domestic models include adventurers, pilots and navigators, of which adventurers are the lowest-priced models of the Lincoln brand and are also the support of Lincoln brand sales, with 4599 sold in the first month, followed by navigators, with 2146. It is understood that Lincoln's first domestic car will go on sale in March, with a pre-price range of 25.5-342000 yuan, powered by a 2.0T+8AT powertrain.

Several families are happy and several families are sad. Jaguar Land Rover, once able to compete with Cadillac and Lexus, has fallen behind Lincoln. According to the data, Land Rover sold 7742 vehicles (including imports) in January, down 14 per cent from a year earlier, while Jaguar was at the bottom of traditional luxury brands, with sales of five models on sale (including imports) of 1102 vehicles in January, down 63.6 per cent from a year earlier.

As for Infiniti, the number of vehicles insured in January 2022 was 1148, down 54.1 per cent from a year earlier. According to Infiniti's official website, there are six products currently on sale, including Q50L, QX50, Q60, QX60, Q70L and a new generation of QX60, among which Q50L and QX50 have been on the market for many years, and the market performance is average, while the latest launch of a new generation of QX60, it is difficult to drive Infiniti's sales growth, first of all, the pre-sale price range of 45-660000 yuan, such a high price is bound to be difficult to provide high sales. In addition, netizens for the new car pricing recognition is not high, 45-660000 yuan can buy BBA or second-tier head brand of good models, although QX60 positioning in large SUV, but the power system uses 2.0T+9AT combination, but in brand awareness is not as good as other luxury brands, less and less sought after by the market.

Retail sales of luxury cars fell 5.5 per cent year-on-year to 284153 in January 22021, mainstream joint venture vehicles fell 17.1 per cent to 853895, while autonomous models rose 9.8 per cent to 940389, according to the Federation of passengers. In fact, although traditional luxury brands are firmly positioned in the market, with the upward development of domestic brands, the rise of new energy market and the new power of car building, the traditional luxury brand market has been eroded, and "luxury" and "high-end" are no longer traditional luxury brands such as BBA, such as Red Flag, Lulai and other brands are regarded as new luxury brands. However, these brands still need to work hard to build luxury brands, not only in products, but also in services, 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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