Recently, the sales data of luxury brands in November was newly released, and compared with the bright data of 64,891 units of the BMW brand, the Mercedes-Benz brand, which sold only 38,077 units in November, was somewhat uncomfortable.
The former leader can now only reach about half of BMW's sales data, and many people's opinion on this is that Mercedes-Benz is engaged in hunger marketing, and Uncle Che believes that the so-called hunger marketing is just for the sake of traffic and ignores the basic facts. So what exactly happened to the Mercedes brand in November?Which models are primarily responsible for November's Waterloo?Let's take a closer look.
Who is "primarily responsible"?
In Mercedes-Benz's product matrix, the GLC and E-Class are both popular and hot-selling models, and a review of past data shows that the monthly sales of these two models are generally stable at more than 10,000 units. However, in November 2023 and above, their sales have fallen off a cliff**.
Judging from the data, Mercedes-Benz GLC's sales in November were 5,162 units, while the Mercedes-Benz E-Class was even more exaggerated, with only 1,786 units sold in November. Among them, the Mercedes-Benz GLC has shown a month-on-month downward trend for three consecutive months, while the sales decline curve of the E-Class is even more exaggerated, with sales in November only about 1 10 units sold in September (17,031 units).
For the majority of car enthusiasts, it is indeed hard to believe that the sales performance of Mercedes-Benz GLC and E-class models will be so stretched, after all, they are benchmark products in their respective fields, and in comparison, Audi and BMW are much better in the same class. For example, the Audi Q5L and BMW X3, which are in the same class as the Mercedes-Benz GLC, sold 12,402 and 9,062 units respectively in November, with the former seeing a 14-month increase in sales compared to the previous month64%, although the latter performance is slightly inferior, but the performance is also far better than the Mercedes-Benz GLC. Judging from the scale of sales, Mercedes-Benz GLC has been left far behind by its competitors.
What happened?
Uncle Che believes that the main reason why the Mercedes-Benz brand will have a decline in sales in November is due to the technical level. Mercedes-Benz GLC, GLB220 and **Mercedes-Benz E-class shared turbocharged engine has a big problem, which leads to the assembly line products can not be rolled off the assembly line on time, affected by it, Mercedes-Benz GLC and E-class in many parts of the country has been out of stock or even out of stock, Mercedes-Benz 4S store last month can only desperately complete the sales of other models.
Among them, Mercedes-Benz C-Class, which has a discount of 780,000 yuan, has seen the most significant increase in sales, with a total of 16,000 units sold in November, reaching a new sales high in the past year. Secondly, the sales results of Mercedes-Benz GLA, A-Class, GLB, EQA, EQE, and EQE SUVs have increased to a certain extent compared with the previous month. It can be seen that in order to save face and stabilize sales, the sales team of the Mercedes-Benz brand has tried its best. Anyway, both thighs were broken, and the results were still not very good after trying to make up for it.
Uncle Che concluded. In terms of product power, Mercedes-Benz GLC and E-class are still the strength products that cannot be ignored in one of its market segments, and Uncle Che believes that after the turbocharged engine ** is in place, the sales of these two models will still return to the right track, and Mercedes-Benz fans don't have to care. For users who hold coins to buy, Mercedes-Benz GLC and E-class have a large backlog of inventory, and the price of the two cars is bound to be significantly reduced in the coming period, which will be another victory for the waiting party.
Autumn and Winter Check-in Challenge