AutoBeta(AutoBeta.net)06/20 Report--

Recently, the auto industry focused on statistics and released the TOP15 list of luxury brand sales in May 2022. According to the list, the BMW brand sold 58900 vehicles in May 2022, ranking first among luxury brands, with Mercedes-Benz and Audi at 51200 and 43800 respectively. In addition to BBA, Red Flag, Lexus, ideal, Tesla, Volvo, Cadillac, a total of 6 brands are more than 10,000.

Whether it is the sales list published by the automobile industry or the sales list released by other media, there is a deep dispute over who is the real luxury brand. Some people say that the history determines the brand recognition, while others say that the product price determines the height. But when it comes to specific brands, there is almost no doubt about the luxury brand identity of BMW, Mercedes-Benz and Audi.

In the luxury car market, BBA's position is very solid, in May, BMW, Mercedes-Benz, Audi ranked in the top three, of which Audi less than 50, 000, while the decline is much higher than BMW, Mercedes-Benz, mainly because the production base is located in Changchun, Jilin Province, and under the heavy impact of sales, Audi's models do not have a model sales of more than 10,000, the highest model is Audi A4L (9417), followed by Audi Q5L (9241), Audi A6L for 8239.

In May, Mercedes-Benz insured 51200 new cars, down 30% from the same period last year and up 11% from the previous month. It is understood that Mercedes-Benz has three production bases in China, which are located in Beijing, Fujian and Shanghai. Although Mercedes-Benz also has a production base in Shanghai, it mainly produces spare parts. The Beijing factory is Mercedes-Benz's largest and most comprehensive passenger car manufacturing base in the world. In terms of specific models, Mercedes-Benz C-Class sales were 13170 in May, followed by Mercedes-Benz GLCs (9113), while Mercedes-Benz E-Class performance was the worst, showing negative year-on-year growth compared with the same level of BMW 5-Series and Audi Q5L.

Compared with first-tier luxury brands, second-tier luxury brands are controversial, and the change in sales ranking is more obvious. In the past, Lexus and Cadillac competed fiercely for the top spot of second-tier luxury brands, but in the current market, the top of the second echelon has been replaced by Chinese-owned luxury brand Red Flag and American electric car brand Tesla. In May, the Red Flag brand was second only to BBA, down 10 per cent from a year earlier and up 50 per cent from a month earlier to 17200 vehicles.

As a Shanghai-based Tesla, although its vehicle production has resumed, terminal delivery has not yet fully recovered, coupled with the fact that most of its production capacity is exported to overseas markets, and Tesla adopts a direct sales model. As a result, Tesla insured only 10300 new cars in May, down 53% from the same period last year, but picked up obviously compared with the dark April.

In the second tier, brands with sales of more than 10,000 vehicles also include Lexus, ideal, Volvo and Cadillac, of which Lexus sales were 13700, down 27 per cent from a year earlier and up 34 per cent from a month earlier, while Cadillac, a direct rival to Lexus, clearly outperformed the market, with sales of only 10000 vehicles in May, down 49 per cent from a year earlier and up 25 per cent from a month earlier. To investigate the reason, as a pure import of Lexus, under the influence of the epidemic, parts supply and logistics transportation have an impact on the terminal performance of Lexus, while the Cadillac factory is located in Shanghai, production and sales pressure is also very great.

The ideal car, a new power brand, sold 11600 cars in May, up 175 per cent from a month earlier and 139 per cent year-on-year. At present, there is only one model on sale under ideal Automobile, and the price is 349800 yuan. It is understood that the ideal L9, the second production car of the ideal car, will be released on June 21. It is known that the pre-price of the new car is 45-500000 yuan. For the new model, ideal car founder Li Xiang said confidently that "September delivery volume can exceed 10,000" and boasted that Haikou is the "best household flagship SUV within 5 million".

NIO, which is also a new power brand, although it entered the Top 10 list of luxury brands, its sales were only 6500, an increase of 7% year-on-year and 23% month-on-month. This achievement is standard among luxury brands, but it is inferior in the new energy market.

In fact, as a representative of the new power of car-building, ideal and Wei come to the bottom does not belong to a luxury brand, which is also a hot topic among many netizens. The automotive industry is concerned that, if viewed from the perspective of brand awareness, ideal and NIO cannot be called luxury brands, and their establishment time is very short, but from the point of view of product prices, ideal and NIO do hit the mainstream price space of luxury brands, of course, their volume is far less than that of luxury brands such as BBA, but if we only analyze the luxury new energy vehicle market, ideal and NIO still have great advantages. You might say that if you can become a luxury brand with a high price, then all brands are likely to become a luxury brand, and the key is that the high price does not necessarily sell well, but the ideal can be achieved in the short term.

Compared with the continuously popular new energy vehicles, whether it is 10-200000 yuan mainstream fuel vehicles or 30-500000 yuan luxury fuel vehicles, their overall sales are in a state of decline, on the one hand, caused by rising oil prices, on the other hand, it is the rising prices of spare parts, and the end market concessions have shrunk, which to a certain extent suppressed consumers' desire to buy cars. However, the purchase tax cut was officially implemented in June, which mainly stimulates traditional fuel vehicles, and under the influence of this policy, fuel vehicle sales are expected to catch up with or exceed the level of the same period.

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