Previously, Audi, the champion of 20 18, also announced the sales volume of 20 19, and the results of 688,888 vehicles were gratifying. At the same time, Audi's sales in 20 19 also increased by 4.2%. It should be mentioned here that 20 19 is not the product year of Audi. When BMW and Mercedes-Benz launched new cars crazily, Audi had relatively few heavy-duty models. In this way, Audi can achieve such results with fewer new products. We should applaud it and expect it to break out in 2020.
In fact, if you know the ranking of luxury cars in 20 18 and see the report card in 20 19, you will feel a little surprised, because Audi (a single brand) ranked first fell to third place, while BMW, which was originally third, rose to first place, and Mercedes-Benz sat firmly in second place. Why? We might as well analyze the three brands one by one.
BMW with full firepower
Among the first three BBAs, BMW's 20 19 is the busiest. First, it brought the family flagship SUV on the eve of Shanghai Auto Show? BMW? X7, followed by the brand-new seventh-generation BMW in June? 3 series, close to the new innovation BMWX3 in August? M, innovative BMW? X4？ M, and on the eve of the Chengdu Auto Show in September, the much-anticipated BMW? 8 series also entered the China market, and finally closed at the end of the year, first BMW? X 1 and BMW? X2 went public hand in hand, and later BMW was at Guangzhou Auto Show? X6 also rushed to the market.
Generally speaking, 20 19 is a big year for BMW products, although from the above models, except BMW? 3 Series and BMW? Except for X 1, the rest are basically not vehicles, but continuous product exposure has maintained brand awareness to some extent.
Speaking of volumetric models, did BMW 20 17 replace them? 5 series, BMW 20 18 first made in China? X3 has always been the main force driving sales. The former sold more than 6.5438+0.7 million units in 2065.438+09, while the latter sold more than 6.5438+0.2 million units. X3 accounts for more than 40% of BMW's annual sales.
At the same time, BMW, which has just completed its replacement this year? Because there is no preferential price in the listing period, the 3 Series has a certain impact on sales, but what about BMW? The annual sales volume of Series 3 also exceeds 6.5438+0.3 million, and half of this achievement is attributed to the old BMW? Series 3 (F series f). And BMW? X 1 also achieved more than 96,000 sets of results in 20 19. In addition, the relatively small MINI achieved sales of 32,700 vehicles in the year of its 60th birthday, an increase of 1 1.3% compared with last year. Generally speaking, BMW 20 19 can be described as full firepower. In addition to many new products entering the market, the most popular products have all completed the task of heavy volume.
Mercedes-Benz shows its "big brother" temperament.
For Mercedes-Benz, the first half of 20 19 was awkward. The Xi 'an female car owner incident once made Mercedes-Benz stand on the cusp. However, for Mercedes-Benz, their handling of this matter is still relatively positive, and the subsequent "Service Convention" was widely praised.
In fact, for Mercedes-Benz, 20 19 is also a product year, especially SUV. The entry of new GLE, new generation GLC-L, new GLS, new GLB and other models has had a certain impact on their respective market segments. In addition, it should be mentioned that the replacement of Mercedes-Benz GLA will come in 2020, when the product strength of Mercedes-Benz SUV family will be completely refreshed and the combat effectiveness will be greatly improved.
As for sales volume, Mercedes-Benz, like BMW, is supported by domestic models. According to the information given by Mercedes-Benz, domestic passenger car models contributed three-quarters of the brand's sales in China, which is the embodiment of Mercedes-Benz's in-depth localization strategy.
In addition, on the night of SUV on the eve of this year's Shanghai Auto Show, Mr. Ni Kai, former president and CEO of Beijing Benz Sales & Service Co., Ltd., said that 20 19 was the year of Mercedes-Benz SUV. At the end of the year, official data of Mercedes-Benz showed that the sales of SUV models in 20 19 accounted for one-third of the brand's annual sales in China, and Mercedes-Benz's performance in SUV year was a great success.
Xu Li Audi in 2020
On the surface, Audi's 20 19 is not ideal. The seat that was originally the champion was taken away by BMW and fell to the third place. Moreover, more interestingly, BMW and Mercedes-Benz interacted frequently this year. Dieter dieter zetsche, former global president of Mercedes-Benz Automobile Group, played a joke on the fans of Mercedes-Benz BMW when he left office. He got off the s-class and drove a BMW at home? I8 went out, and this video became the talk of everyone around the world.
However, judging from this year's achievements, the number of Audi's 688,888 vehicles is not much different from that of BMW's 723,680 vehicles, and it is very important that in 2065,438+09, Audi did not launch new products as crazily as the other two friends did. The heavier products are Audi A6L, Audi Q3 and Audi Q8, and the new energy is Audi e-tron. In the case of relatively few new products, such as Audi A4L and Audi Q5L, they all showed an increasing trend in 20 19, which is really a remarkable achievement.
In addition, it should be noted that Audi can still achieve a year-on-year growth of 4. 1% in 20 19, which is also a great performance. The reason may be related to the brand influence branded in the hearts of Chinese people for many years.
Write at the end:
Judging from the performance of German Troika 20 19, they still achieved good results even in the cold winter of the automobile market. Of course, at the end of the article, we also want to mention that top luxury brands have absolute initiative in the automobile market. When the market goes down, the price strategy of luxury brands will affect the fate of many joint venture brands and China brands, especially when the price of luxury brands drops to a certain extent, their downward pressure will be more intense.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.