In this new energy era, in the eyes of parents, "BBA" is still the representative of the absolute luxury brand. You drive an electric car back to your hometown for the New Year, and in the eyes of your parents: "What kind of miscellaneous car are you?" "When you drive a "BBA" back to the countryside, your neighbors say that you have made a fortune, and your parents speak in front of your relatives, and they are more confident. Relatives and friends in the countryside suspect that you have made a fortune outside, some envy you, and some are jealous of you, but they dare not question you at all.
No matter how hot the new energy outside is, in China's third-, fourth- and fifth-tier cities, in China's remote villages, "BBA" is decent. You buy "Tesla", you buy NIO, and you are the only one who is happy. But when you buy "BBA", your whole family is happy. "Tesla" and "Weilai" give your parents the dignity that they can't bring, and "BBA" makes your parents smile every minute. In many cases, to build a luxury brand, technological innovation is only the first step, and the precipitation of cognition is the real deep accumulation.
In the first- and second-tier cities, new energy mid-to-high-end brands such as Weilai, Ideal, Tesla, Wenjie, and Zeekr have become famous. But in the third, fourth, and fifth tiers, as well as in the sinking markets in rural areas, the dominance of "BBA" is almost unshakable. In particular, "BBA" has put down his body and started a ** battle. In the past, many people couldn't afford to buy BBA, but now they have gotten on the bus and fulfilled a "BBA" dream.
In 2023, the ** end defines "BBA" as a miscellaneous car among electric vehicles. However, sales of "BBA" have risen instead of falling. In the Chinese market alone, BMW sold 8250,000 units, an increase of 42%, Mercedes sold 7650,000 units, an increase of 18%, Audi sold 7290,000 units, an increase of 135%。The three major German luxury brands combined, sold 23190,000 units. German luxury brands continue to dominate the Chinese market.
This kind of brand power is not something that can be achieved by overtaking in corners, but the accumulation of hundreds of years of car-making technology. Globally, "BBA" is the epitome of absolute luxury. Since the opening of the new energy era, BBA has not won in terms of sales, but in terms of sales, BBA has never lost. Obviously, BBA's electric technology is lagging behind, why can it still dominate the Chinese market? In the captain's opinion, there are three main reasons:
First, deep-rooted brand awareness. The luxury attributes of "BBA" exist not only in China, but also in the world. The captain has experienced exactly a typical case. At a mahjong table, suddenly a female mahjong friend inadvertently showed off: "In the future, don't buy a garbage truck below 400,000 yuan." It just so happened that this female friend's car was a NIO ES8, priced at more than 400,000 yuan, which her husband had just bought for her.
Faced with such a scene, the captain has no intention of mocking a woman's vanity. But it does reflect a problem, the public perception of new energy luxury brands is too far away from "BBA". The owner has to be embarrassed by himself, otherwise, others don't know about it. Especially in the female circle, a large number of women only know the car mark, and cannot recognize the price at all. On some occasions when you want to "show off your outfit", the new power luxury brand is too embarrassing.
What do you mean by "new forces"? It is a new car company that has just entered the industry. Compared with the old luxury brands, it is really difficult to say who is a miscellaneous brand, it depends on the crowd.
If it is a cutting-edge front-line crowd, then NIO's luxury attributes are sufficient. But when it comes to third-, fourth- and fifth-tier cities, and in the countryside, brands such as Weilai, Ideal, Wenjie, and Zeekrypton are not enough. This is also related to the propaganda strategy of the new forces. As a new luxury brand, the main sales channels and advertising marketing are concentrated in the first and second tier cities, and there is no large-scale to seize the sinking market.
The second is the technical weakness of electric vehicles themselves. Slow charging, discounted battery life, and the lack of popularization of supercharging technology have all restricted the penetration of luxury electric vehicles into the sinking market. The more third, fourth and fifth-tier cities are, the more there is a lack of supercharging piles. When it comes to the rural sections, it is even more scarce.
Third, the price reduction strategy of "BBA" has indeed touched many consumers. A true luxury brand is used to divide the crowd, not to play cost-effective. Never underestimate anyone's vanity, especially in third-, fourth- and fifth-tier cities. When the ** of Audi A4L, BMW 3 Series, and Mercedes-Benz C-class is below 300,000, or even 250,000, the vanity satisfaction brought by this brand halo cannot be brought by any cost performance.
In the same way, if you buy a Tesla, you will only be happy, and if you buy a BBA, the whole family will feel decent. In the third, fourth and fifth-tier small cities, the Audi A4L, BMW 3 Series, and Mercedes-Benz C-Class are enough to reflect another life. Moreover, in China's central and western cities, people's living circles often go back and forth between urban and rural areas. With more than 200,000 **, to win a BBA, it represents a middle-class life that is less than the top and more than the bottom.
In their careers, they can also be a starting point for local young people to continue to forge ahead without compromise. The luxury attributes of new energy vehicle brands should be comprehensively played, which requires technological innovation and the precipitation of time.
A hundred years of luxury is not a flash in the pan, but a confidence that has gone through a hundred years of technological changes and has stood still today. Technical luxury is only the first step, mental luxury is the final destination.