2016 can be said to be the year of China's luxury car market harvest, the market size exceeded 2 million for the first time, an increase of more than 16%. Under this circumstance, the domestic luxury car market is also changing, and the inherent pattern will be broken.

The first camp remained stable

At the North American Detroit Auto Show held recently, Dr. Cai Che, Chairman of Daimler Corporation, announced that in 2016, Mercedes-Benz sold more than 2.08 million vehicles worldwide, making it the number one luxury brand in the world. Ten years later, Mercedes-Benz finally surpassed BMW and became the world's No. 1 seller of high-end luxury brands. The contribution of the Chinese market was indispensable.

In China, the luxury car market has been dominated by powerful Mercedes-Benz, BMW and Audi. In 2016, the domestic luxury car market is still the world of BBA. The difference is that the gap between the top three is gradually narrowing. The third-ranking Mercedes-Benz is catching up at a high speed and has a great lead in the domestic market. The situation.

According to data released by manufacturers, in 2016, Audi sold more than 590,000 vehicles in China, a year-on-year increase of 3.6%. BMW's sales in China totaled more than 510,000 vehicles, an increase of about 11% year-on-year. Mercedes-Benz ranks third in the domestic luxury car camp with nearly 480,000 units.

As the latest company in the first camp of luxury brands to enter China, although the absolute number is not as good as Audi and BMW, the growth rate of Mercedes-Benz in the Chinese market is remarkable. In 2016, Mercedes-Benz's sales in China increased by more than 26%, much higher than the sales growth of Audi and BMW in 2016.

According to industry analysis, 2016 is a product of Mercedes-Benz, and Mercedes-Benz has achieved great success in cars and SUVs, and this advantage is expected to be further highlighted in 2017. Mercedes-Benz's new E-Class sedan, which was only released at the end of the third quarter of 2016, won the first-class sales of its class in the first month, and due to factors such as production capacity, 2017 will be the time for the new E-class sedan to truly volume. . In addition, Mercedes-Benz plans to launch the E180L, GLC200, and new GLA models in 2017. It is expected that Mercedes-Benz will maintain a high growth rate in 2017, and the ranking of the first camp of domestic luxury cars is likely to change in the future.

The second camp has changed a lot.

Compared with the first camp, Lexus, Cadillac, Jaguar Land Rover, Volvo and so on constitute the second camp of Chinese luxury car brands.

In the market environment, the sales of the second camp of luxury cars in 2016 have been further expanded. However, compared with the past, Lincoln first entered the top ten, while the French car was completely annihilated.

The data shows that in 2016, the domestic luxury car market achieved a growth of 15.6%. The “BBA Top Three” market share in the luxury car market was 74.8%, while in 2011 this figure was close to 80%. The annual sales of second-tier luxury brands including Lexus and Cadillac have exceeded 100,000 units.

Among them, Cadillac sold more than 120,000 vehicles in 2016, Lexus nearly 110,000, followed by Volvo sales of 90,000. Infiniti, Lincoln and other brands have been opened a distance, Infiniti sales in 2016 exceeded 41,000, Lincoln was 32,000. Among them, Lincoln was ranked in the top ten for sales for the first time, and the Peugeot Citroen, Renault and DS, which are well known to all, were weak and failed to enter the top ten.

Analysis of the reasons for the growth of second-tier luxury car brands, on the one hand, benefited from the policy of halving the purchase tax; on the other hand, each luxury brand focuses on new products such as Cadillac XT5, Jaguar XFL and Volvo S90 in the mid-size sedan and medium-sized SUVs. , Acura CDX, etc., to meet the needs of the market.

Luo Lei, deputy secretary-general of the China Automobile Dealers Association, said that the launch of new luxury brand products has boosted its market performance, and the market increase brought by new products is very obvious. For example, the domestic Acura CDX model, which was only launched in July 2016, has sold more than 5,000 vehicles by the end of the year, accounting for a large proportion of its overall sales.

More competitive in the luxury market

Throughout the luxury car market in 2016, the offensive and defensive battles between the first-line brands are more adhesive, and the second-tier luxury brands that follow are accelerating.

The data shows that the recovery of the luxury brand market in 2016 mainly relies on the collective efforts of the second-tier luxury brand camp. In the first camp of 2016, the cumulative sales of BBA increased by 12% year-on-year, which was lower than the 21% increase of the second camp. At the same time, the sales volume of the first camp decreased by two percentage points, while the sales share of the second camp increased. Two percentage points. In addition, the market share of the second camp is still growing year by year. “The second-line luxury car camp will have the highest market share in 2017 or will reach 23%.” The relevant people predict that the competition in the luxury car market will inevitably become more intense.

In fact, with the gradual maturity of domestic consumer consumption concepts and the aesthetic fatigue of BBA, many users have turned their attention to luxury brands outside the BBA. At the same time, these brands are also making efforts to gradually launch their flagship models to seize the market, such as Volvo S90L, Cadillac CT6 and Lexus ES, Jaguar XF, Acura RLX, Infiniti Q70 and so on.

On December 15, 2016, Volvo's new S90 long-wheelbase luxury sedan (S90L) was officially launched, priced from 369,800 yuan to 551,800 yuan, which is much lower than the pre-sale price.

Chen Lizhe, general manager of Volvo Car China Sales Co., said that the new S90 long-wheelbase luxury sedan is superior to German competitors in terms of technology leadership and luxury comfort configuration, both from the entry-level T4 model and the T5 high-profile model.

Some analysts believe that although the Volvo S90L brand is weaker than the BBA, but the product strength is very strong, with the strength of the second-line luxury car brand "leader".

According to industry insiders, in a short period of time, the position of the top three Germans is still unable to move, but with the diversification of consumer tastes brought by brand diversification, Audi, BMW and Mercedes will gradually lose their existing market share. In the second camp, as Volvo enters the second phase of global renaissance, the competitive landscape of each other may be rewritten. “But the growth of the brand takes time. The second-tier luxury brand will take at least 5 years to enter the frontline brand.”

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