In this regard, Kelly, an automobile analyst, told us, "The anti-risk ability of luxury cars is mainly viewed from two dimensions. First, the enterprise itself, in addition to technical capital, has great anti-risk ability because of the price reduction space of the model; Second, consumer groups, luxury car consumers have strong anti-vulnerability ability and are less affected by the big environment. "
Luxury cars generally show strong pressure resistance and gain the advantage of leading the market, but behind it is the signal that the market gathers to the head enterprises and the joint venture brand knockout blows. However, in the competition of luxury car head brands in China, BMW was distanced by Mercedes-Benz.
Mercedes-Benz BMW entered the top ten in wholesale volume.
Since 20 18 China auto market entered a negative growth, luxury cars that still keep rising have become a unique landscape.
The data shows that the market share of luxury cars in 20 15 was 6. 1%, which increased to 7.4% in 20 17 and further increased to 8.8% in 20 18. Even when the overall auto market of 20 19 is in a downturn, the domestic sales of luxury cars are still rising.
Affected by the epidemic this year, China's auto market is depressed, and the market performance of luxury cars is becoming more and more "stand out from the crowd".
As the head brands in the luxury car market, BMW and Mercedes-Benz performed brilliantly in March. The data shows that Beijing Benz sold 5 1400 vehicles in March, down only1.9% year-on-year; BMW Brilliance sold 465,438+0.2 million vehicles, down 65,438+02.9% year-on-year. Not only did it outperform the broader market, but its wholesale sales also ranked among the top ten for the first time. The combined market share of the two companies is as high as 9.2%. In the past data, it is difficult to see it enter the top 15.
As a combination of three luxury brands, Audi has not released the sales data for the first quarter. On April 10, the public relations department of Audi China told us that the sales data would be released together with the financial report of the first quarter at the end of April.
Compared with the general downturn in sales of most joint venture brands (see the table below), the year-on-year decline of Beijing Benz and BMW Brilliance has narrowed a lot. In particular, the wholesale sales volume of Beijing Benz in March was almost the same as that of the same period of last year, and the signal that the market gathered to high-end brands was very obvious.
Ren Wanfu, a senior automobile analyst, analyzed the five logics behind luxury cars.
First, in recent years, the layout and price of luxury car brands have declined, which is favored by young consumers and the new middle class;
Second, under the influence of the epidemic, luxury cars have increased their preferential promotions, which are very attractive to consumers;
Third, most consumers of luxury cars have certain economic strength and are the backbone of all social strata, and the epidemic situation has little impact on their spending power;
Fourthly, in recent years, the financial products launched by auto finance companies are extremely rich, which also provided very favorable conditions during the epidemic;
Fifth, policies to stimulate automobile consumption have been introduced one after another, effectively stimulating the just-needed.
According to the analysis of the Federation, Beijing Benz and BMW Brilliance rank among the top ten in wholesale sales, which also reflects that luxury brands have joined the battle with other mainstream non-luxury brands in terms of scale and volume in this special period of market reshuffle.
Judging from the development history of luxury brands in China, this is a very obvious turning point. After all, the second-tier brands have been broadened by the first-tier brands, and the development space of the third-tier and fourth-tier brands will only become narrower and narrower, and the elimination of joint venture brands has already sounded.
Is BMW behind Mercedes? New energy turning point
It should be pointed out that at the beginning of this year, BMW has fallen behind Mercedes-Benz in the competition of luxury car head brands in China.
In February this year, due to the early resumption of work of Beijing Benz, its wholesale and retail volume squeezed into the top ten of the sales list. In March, Beijing Benz was still in the list, while BMW Brilliance came late and entered the top ten for the first time.
Correspondingly, in the first quarter of 2020, Mercedes-Benz sold 65,438+039,000 vehicles in China, while BMW delivered 65,438+065,438+06452 vehicles in China, a year-on-year decrease of 30.9%, which has already formed a gap with Mercedes-Benz.
Sales lost to Mercedes-Benz, and BMW's profits may also be widened by Mercedes-Benz. According to the data of Beijing Auto's 20 19 financial report, Beijing Benz earned 20155154 million yuan, up14.6% year-on-year; Gross profit reached 42.2./kloc-0.5 billion yuan, a year-on-year increase of 4.2%.
Combined with the sales data of 567,000 vehicles, the network even circulated the rhetoric that Mercedes-Benz earned 70,000 yuan for a car in China. Although this rough calculation is not in line with the actual situation, the brand premium ability reflected behind it is indisputable? The facts.
The annual report of Brilliance China in 20 19 shows that BMW Brilliance sold 545,900 vehicles, up 17. 1% year-on-year, and its net profit was 7.626 billion yuan, up 22 1% year-on-year. Although the calculation methods of net profit and gross profit are different (net profit equals gross profit MINUS taxes and impairment losses), it is common knowledge in the industry that Mercedes-Benz has a high unit profit.
Different from the China market, globally, Mercedes-Benz is the one that does not increase revenue (revenue increases by 800 million euros, net profit decreases by 4.5 billion euros to 2.7 billion euros), while BMW is the most profitable luxury brand of BBA, with a net profit of 5.022 billion euros.
However, new energy may become an opportunity for BMW to turn over.
In the transformation and upgrading of electrification, BMW is pushing Mercedes-Benz. As early as 2007, the luxury brand I series electric vehicles were released, followed by i3 and i8 models, and then iX3.
In China market, BMW takes the lead in layout, especially hybrid cars. In the second half of last year, the plug-in hybrid version of BMW 5 Series occupied a leading position in the domestic plug-in hybrid market for a long time. In 2020, BMW will launch six models to form a lineup of new energy vehicles.
On the other hand, Mercedes-Benz has been unable to open the market despite its early joint venture with BYD to establish Tengshi New Energy. It was not until last year that its own new energy vehicle introduced its pure electric vehicle EQC into China. Although Mercedes-Benz pushed China's new energy market to an unprecedented height, compared with BMW, it lost at the starting line.
Today, the global epidemic is at its peak. In addition to the China market, the automobile industry in Europe, America, Japan and South Korea is in a state of paralysis. The performance of luxury brands in China market this year will play a more critical role.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.