BMW got the chance to seize the “stick”, but it didn’t seem to be exciting.
Editor’s note: This article is from “Future Car Daily” (WeChat public ID: auto-time), author: Pan Lei.
Author | Pan Lei
Edit | Liang Chen
After entering the second half of the year, Mercedes-Benz has seized a favorable position in the luxury car sales war.
In July, Mercedes-Benz sold 59,000 units in China, which was higher than Audi’s 56,000 units and BMW’s 54,000 units (including Mini). In terms of cumulative sales, Mercedes-Benz’s sales in January-July were 404,092 units, a year-on-year increase of 2.9%. BMW and MINI also reached 404,023 units, an increase of 16.6%. The difference between the two is only 69, while Audi is 369,000, an increase of 2.5%.
This means that the “Three Kingdoms Kill” between Mercedes-Benz BMW Audi has gradually evolved into a close combat between Mercedes-Benz and BMW.
At the product level, BMW seems to have more cards in hand, because the replacement 3 series has not fully released the sales potential, which is quite similar to the experience of the new 5 series when it was listed at the beginning of the year – insisting on “value marketing” at the beginning of the listing. Of course, the price is also relatively strong, so there is a trend of sales before the low and then high.
In addition, in July this year, the Future Auto Daily (ID: auto-time) visited BMW. The relevant staff of BMW clearly stated that sales volume is not the only priority of KPIs, but rather promotes the quality management route similar to Lexus. This means that it is difficult for BMW to fight the price war for the so-called “impulse”.
To some extent, Mercedes-Benz’s situation is similar. Because of the advantages of the brand, there are few discounts on the terminal. After entering the traditional peak season in the second half of the year, it is expected that these offers will be recycled. However, due to the impact of the previous “Mercedes-Benz women’s hood escort” incident, sales growth has slowed down, which gives BMW some opportunities to impact sales bosses.
But the front also said that BMW is not very cold about this. In contrast, it is more willing to pursue profit margins than the notorious “affordable” sales champion.
Overall, if the new generation BMW 3 Series can complete the sales climb as soon as possible, this year will be the first time to win the sales list. Mercedes-Benz will have a chance if he is willing to release some discounts at the sales terminal. But Audi is a bit difficult – unless there is a year-end promotion in December.
[I am Pan Lei, the author of the Future Auto Daily, focusing on the automotive industry and forward-looking technology, and are always welcome to exchange and provide news clues. WeChat A10010A123, please add a note name, company, position. 】
