AutoBeta(AutoBeta.net)08/19 Report--

China's automobile industry has entered a decline stage, but the luxury car market is on its own, repeatedly achieving reverse growth, which has become a major "wonder" of the automobile industry this year. Data show that sales in the luxury market continued to grow faster than the same period last year, with sales of 47600 new cars in July, an increase of 20.75% over the same period last year.

In the first-tier luxury formation, Mercedes-Benz not only won the monthly championship with global sales of more than 60, 000 vehicles, but also temporarily surpassed BMW to become the leader. BMW's global sales fell to three places from last month, while the cumulative sales difference between Audi and Mercedes-Benz and BMW was only about 6000, while Audi's cumulative sales fell far behind Mercedes-Benz and BMW, with a gap of 36000 vehicles.

Audi, which once topped the list of luxury car sales in China in 2018 with sales of 660900 vehicles, has narrowed its discount range as Q5 and A6 have entered an iterative period one after another. At the same time, Mercedes-Benz and BMW are attacking rapidly, under multiple factors. Its cumulative sales fell 6.65% from January to July this year compared with the same period last year, making it the only brand with negative growth among the top three German luxury brands.

However, according to official FAW-Volkswagen data, Audi sold 56223 vehicles in July, up 6.1% from a year earlier, not only continuing the growth momentum in the first half of the year, but also setting a new sales record for the same period. Thanks to Audi's price liberalization, two consecutive months of sales growth, its two main models back to the monthly sales mark of 10,000 vehicles.

Beijing Mercedes-Benz also had an excellent sales performance from January to July, with sales of 329000 vehicles, 12.9% of the same period last year, ranking first among domestic luxury brands. However, after March, there was a large decline in sales before slowly showing a rebound trend, which is mainly due to the market diversion caused by the rising sales of Audi models, coupled with the exposure of all kinds of negative news. as well as its main products are in the middle and end of the product life cycle, in the face of Audi, BMW and other new products, its competitive advantage is gradually declining.

Compared with Audi and Mercedes-Benz, their monthly sales are also more balanced. BMW, which entered the 2019 product year, boosted its cumulative sales growth of 24.28% with the launch of a number of new products, ranking first in a single month many times.

In addition, its main model, the BMW 3-Series, entered the product iteration period, the old models officially stopped production, and the discount rate of the new models was also far lower than that of their competitors Audi A4 and Mercedes-Benz C-Class, falling by 56% in July compared with the same period last year, but with the switch between new and old models, sales are also expected to pick up.

Although this year is likely to be the fiasco since Audi entered China, and the position of annual champion may be lost, as the upgrading of Audi's main models is basically completed, and the discount rate is gradually reduced, it may bring more room for increment.

The fluctuation of sales volume is also affected by many factors. After the policy, market and product iteration of the first seven months, the overall situation will be more stable in the next few months, while the competition will still be very fierce.

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