ABB's top three luxury car models are stable and change. Compared with high-speed development, ABB (Audi, Mercedes-Benz, BMW), which has a market share of 80%, has taken the lead in slowing down the growth rate, and will pay more attention to the sustainable development of the company in the future. More like the US market This is the first luxury car brand to lower the sales target in China. There are reasons for BMW's own adjustment, but more is based on the judgment of the development status of the Chinese luxury car market. According to Nielsen Consulting’s forecast, the size of China’s luxury car market will be About 2 million vehicles, without accident, the total sales of luxury cars in China this year will exceed 1.65 million, and will reach 2 million next year, accounting for about 10% of the total market. To reach this scale, it may last until around 2020, which means that China's luxury car market will enter a stage of low-speed growth in the next five years. right. With the development of new models, the financing of auto dealers is increasingly difficult. in this way. 10 million yuan. The brand is still growing at a high speed, but it has been difficult to drive the rapid development of the entire luxury car market. Saying goodbye to the previous rapid growth, the impact is that "consumption is more rational," a Porsche dealer said in an interview with this reporter. The immediate needs of the car have been realized, and the future growth is more from intrinsic growth and consumption upgrades. Only by implementing this kind of thinking and concept into the whole industry chain and value chain can we ensure the long-term development of the company. †Projects such as Larsong have furthered the relationship between BMW and its customers. While maintaining the existing consumers' continuous attention to BMW's new products, it has also attracted the appeal of other brand consumers. With the adjustment of the target, the survival status of future BMW dealers will also be improved. At the beginning of November this year, the R&D center of Mercedes-Benz in China also officially settled in Beijing. This is also a R&D center specially set up for the Chinese market, including design and adaptation to China's performance and car. Development of networking technologies. Oil Pan Assembly Metal Oil Pan Mould,Aluminum Oil Drain Pan,Automobile Engine Forging Parts,Auto Engine Replacement Parts Weifang Yida Mould Co.,Ltd , https://www.wfyidamold.com
In early November, BMW Group Chairman and CEO Norbert Reithofer said that sales growth in China is expected to be slightly higher than 10% this year, and that the higher growth rate in previous years will not be reproduced. He said that the Chinese market will tend to normalize and the situation will
Although in accordance with the practice of mature countries such as Europe and the United States, the market share of luxury cars can reach 15%, and the United States is 14%. If the market continues to grow at a rate of 20% in the next few years, the Chinese luxury car market will exceed 3 million by 2018 at the latest. However, due to the obvious regional differences in the Chinese market
Such a timetable is consistent with the predictions of the Asian Automotive Consulting Group. In a 16-page forecast, the agency believes that in the next seven years, the average annual growth rate of luxury cars in China will be 12%, reaching 3 million by 2020. And the annual sales of luxury cars in the US is 2.3 million vehicles left.
Low-speed or normal state An analyst who asked not to be named told the "First Financial Daily" reporter that the low-speed growth of luxury cars, first because of the relative maturity of the eastern market, the dealer network layout has been basically completed, and secondly because Sixty percent of dealers lose money, plus car e-commerce, etc.
Our reporter's investigation revealed that the growth of luxury cars in China has been mainly due to the long-term demand. In the past, ABB's three luxury brands continued to grow at a high speed, mainly due to the rapid expansion of its dealer channels, including this year's second-tier luxury cars. The market is growing at a high speed, both
But an inevitable problem is that with the intensification of competition, more than 60% of dealers have suffered losses, especially the newly-built luxury brand dealers, which have not been cultivated for at least three years, and it is difficult to achieve profitability.
In an interview with the reporter of the “First Financial Dailyâ€, a dealer investor said that at present, a new luxury brand 4S shop should invest at least 100 million yuan, so that all expenses such as employee salary, depreciation, etc., only interest, dealer The annual cost will exceed
In this context, the secondary market has already lowered the investment in dealers, and the financial strength and enthusiasm of dealers to build new stores have been greatly affected, especially in the ABB three major brands have already completed most of the mainstream in the country. After the market layout, despite the second-line luxury
Beginning in the second half of this year, changes in the luxury car market have proven that high growth will not be sustainable in the future. This is not only a limited space for market growth, but also a slowdown in the growth rate of the entire macro economy. In the context of this new normal, the income of the residents will also
Focus on sustainable development From January to October, Audi sold more than 460,000 vehicles in China, BMW sold more than 370,000 vehicles, and Mercedes-Benz sales have exceeded 220,000. According to this rhythm, ABB's three luxury brands are in China this year. The total sales volume will reach 1.3 million units. On this scale, China Luxury
Kang Siyuan, president of BMW Brilliance Automotive Co., Ltd., said in an interview with the "First Financial Daily" reporter: "In the future society, 'high-end' will be redefined by the words 'sustainable development' and 'innovation', and The two are still inseparable.
China has become the world's largest market for Mercedes-Benz, BMW and Audi. Focusing on the development of China's society, focusing on customer relationship management and the survival status of dealers, it has become the main direction of the new stage of the three luxury brands.
In terms of customer relationship management, the best-selling BMW, the BMW Care Fund, established in 2008, has established a unique BMW culture through support for cultural, spiritual companionship and social assistance projects. The recently launched Tongyue House, sponsored horse
Similarly, the establishment of Audi's Qunyinghui and Aiyou Fund projects has also begun to form a certain reputation among retaining customers; Mercedes-Benz's Star Wish Fund has also gained consumer recognition from protecting giant pandas.
In the handling of dealer relations, BMW and Mercedes-Benz have been adjusted since 2013. Up to now, Mercedes-Benz dealers have been relatively moisturized among all luxury car dealers, and dealers are full of confidence in running Mercedes-Benz. With the German headquarters of BMW to market growth
Also in terms of innovation, ABB has also come to the front of other luxury car brands, including not only more domestic models, but also the establishment of local R&D centers. In order to better meet the needs of consumers in the Chinese market, BMW established an independent research in Shanghai as early as 2012.
This series of adjustments will enable ABB to ensure that its dealers have the best viability and best marketing tools in the next few years, which will determine that they will continue to lead the Chinese luxury car market.
· ABB's exclusive top three luxury car pattern has changed steadily