2023 has passed, but the fierce competition in the car circle is still vivid. And the market is extremely fair, the past year the auto market revealed the "cold" has not let go of any brand, Rao is the former high luxury brands, but also "bottom-up" one by one to receive the cold.
The only difference is that the "superiors" are still stronger in resisting market challenges, and the first-tier luxury brands and the second-tier luxury brands have also formed two completely different situations.
Second-tier brands: try your best but can't hide the rout
When it comes to second-tier luxury brands, we have to talk about Lexus, which used to increase the price and find a car, and the number of Lexus in 2023 will be 1810,000 vehicles, with this 18With a performance of 10,000 units, Lexus narrowly defeated Cadillac and successfully occupied the position of the "leader" of second-tier luxury brands.
However, it is worth noting that the annual risk volume of Lexus in 2023 will decline by 156%, at first glance it doesn't seem to be a big decline, but what if this is already the result of Lexus's desperate "price reduction for volume"? Isn't it a bit dangerous?
Since the beginning of 2023, Lexus has frequently adjusted the prices of its models, such as the Lexus LS, which focuses on flagship large luxury cars, not only does not need to increase the price of the product and wait for the car, but some dealers have given a discount of 100,000 yuan, but the sales volume is still mediocre, and the annual sales volume in 2023 will not exceed 1,000, and the sales volume will decline by 77% year-on-year95%, which is more ruthless than cutting off the waist.
And the ES, which carries 60% of Lexus's annual sales, is also largely exchanged for price reductions, and the current terminal discount for ES models is generally 6More than 50,000 yuan, you can talk about it again if you decide to book a car, and the discount can basically reach 7-80,000 yuan.
The price increase has been changed to a price reduction, and the sales volume is still declining, do you say that Lexus, which has paid almost 100% effort, can laugh now?
Cadillac, the second-tier luxury brand "Big Brother", seems to be having a harder time than Lexus. In 2023, Cadillac will have 1780,000 units, down 424%, and the top position was also taken away by Lexus upstairs.
From the perspective of single model performance, except for CT5, sales increased by **25 year-on-year34% outside, almost all of them collapsed, of course, the pure electric SUV model Lyriq Ruige is also **2072%, but the annual insurance volume is only 2,972, which is really regrettable. After all, Cadillac is also the first luxury brand to introduce a pure electric architecture, but now the monthly sales of pure electric vehicles have not been able to break four figures, and the action is really a bit slow.
But are you going to say that Cadillac is because it doesn't work hard? It's really a bit wronged. Since last year, Cadillac has repeatedly carried out price reduction activities for its products, involving CT4, CT5, CT6, XT4, XT5, XT6 and other models.
In addition, in May last year, Cadillac's new CT6 listing guide price was reduced by 50,000 yuan compared with the old model, in July, the price of Lyriq Ruige was reduced by 60,000 yuan, and in December, CT5 seemed to reach 90,000 yuan in order to offset the terminal discount, and the starting price came to below 200,000 yuan. Sure enough, the joke of "seven-fold leopard, eight-fold tiger, Cadillac five-fold" is not wrong at all.
Thinking about it carefully, the experience of Lexus and Cadillac is really the same, but hard work can't reverse the trend, the two guys have to hug each other and cry when they get drunk at night, "We've worked so hard, why haven't we been seen yet, are we not standing tall enough?" ”
First-line luxury brand: hard, but effective
Compared with the rout of the second-tier luxury brands, the first-tier luxury brands seem to be much more "relaxed", although life is also not very good, but the report card handed over is always better.
Take BMW as an example, the annual insurance volume in 2023 will be 8270,000 units, a year-on-year increase of 354%, ranking first among luxury brands in terms of insurance volume for three consecutive years. In such a market environment, BMW does have something to do if it does not decline but increases. The contribution of pure electric vehicles i3 and ix3 terminals after more than 100,000 yuan is not small, and the annual insurance volume of i3 is 540,000 units, ix3 is also nearly 40,000 units, this achievement is true, Mercedes-Benz and Audi next door are "hungry crying".
Although slightly inferior, Mercedes and Audi are also doing well. Mercedes-Benz will have 78 risks in 202370,000 units, a year-on-year increase of 415%, the annual risk volume of smart in the electrification transformation also exceeded 40,000 units, a year-on-year increase of **3592%, the growth momentum is gratifying; The market volume of Audi, which is relatively small, is also 7020,000 units, a year-on-year increase of 913%, which is the highest growth rate in the BBA, but the performance of Audi's new energy products is worse than the other two, which is likely to leave hidden dangers for future development.
Although the reason why BBA stabilizes sales** cannot escape the "price for volume", they are also good at using some new "tricks". For example, at the executive level. Taking the best-selling BMW as an example, the president of BMW Greater China at the Chengdu Auto Show and Guangzhou Auto Show spoke Chinese throughout the whole process, and quoted scriptures, "the product is not enough, the attitude to make up" is also a good way, or can people sell first?
Write at the end:
Although we always say that "all living beings are suffering" in the auto market in 2023, there are also some differences between the definitions of "suffering" and "suffering". It's just that in 2024, which is known as the "final" node, I don't know if the cold air of today's second-tier luxury brands will become the tomorrow of first-tier luxury brands? Let's wait and see.