Next year, 1 million luxury car companies importing cars will attack in China (1)

Recently, many familiar media counterparts told reporters that since the beginning of this year, the promotional activities of luxury cars have been “shocking”, and the high-level giants of luxury cars that have not seen one or two sides in the past year have almost become “talk”. Talk to reporters on various occasions. Indeed, the success of the Chinese auto market has led major luxury car brands to see China's importance on its global map. In order to seize the Chinese market, luxury car giants have launched a new round of competition.

The latest market research conducted by China Imported Automobile Trading Co., Ltd. shows that in the first half of this year, the growth rate of the Chinese luxury car market was as high as 91%, far exceeding the average increase of 46.5% in the passenger car market, of which Mercedes, BMW, and Audi had growth rates of up to 122 respectively. %, 98%, and 64%. Luxury brands such as Mercedes-Benz, BMW, Lexus, Audi and Volvo have all surpassed the overall growth rate of imported vehicles.

Xu Changming, director of the Information Resources Development Department of the National Information Center, pointed out that the current imported luxury brands have reached the highest level in history, and this figure is a little higher than expected. With a monthly import volume of 70,000 vehicles, according to this multiplication by 12, the number of imported vehicles in the next year may reach the level of one million vehicles.

Nowadays, luxury brands have entered a white-hot competition in product launches and upgrades in China. Today, along with the continuous exploration of small-displacement luxury cars, it is clear that the competition in the domestic luxury car market will not be limited to new products. Simple, the battle for market share has only just begun.

The brands talk about the history of luxury

The major brands of luxury cars fight is not only models, since it is a luxury car, there must be a range of children, talk about history, more than accumulation, in order to see who's brand is more flash, who naturally have higher gold content models. Especially in recent years, with the continuous improvement of China’s market status, major luxury car brands are rushing to show consumers their “stories behind the brand”. It seems that whoever has a more historical atmosphere, the brand is more valuable, and the models are also It is even more "valuable."

Mercedes-Benz claims to be "the inventor of the first car" and has 125 years of brand accumulation. Recently, Mercedes-Benz held a historical tasting event entitled “The Eternal World of Yao’s” S-class sedan. It explains to consumers the details of the “luxury” Mercedes-Benz represents, and its history and experience. The charm of life after baptism.

In fact, Mercedes-Benz has never stopped advertising the brand. For more than 100 years of brand history, there are indeed too many things that can be brought out. Take Mercedes-Benz's top luxury car as an example. It is reported that after nine generations, the S-class with nearly 60 years of history has brought a series of modern automotive scientific and technological achievements from research and development to reality, such as airbags, ABS anti-lock braking systems, and ESPs. Electronically controlled vehicle stability systems and PRE-SAFE preventive safety systems, among many pioneering inventions, were first applied to Mercedes-Benz S-Class sedans.

The brand BMW, a luxury car brand with a younger line of publicity, often refers to its own “a hundred years of vicissitudes”. When you enter the BMW Museum in Munich, you can hear the story of many moving BMWs. In recent years, BMW has also organized many similar “taste classics” activities in China, allowing more people to know that although BMW models are featured in the personality and dynamics, they are also very historical “old” brands.

Similar to Mercedes-Benz and BMW, the same route for the masses of the Ashkenazi brand is relatively uncommon for civilians. From its name, it is not difficult to see that the “mass” is to create a “mass car”. But Volkswagen also has a high-end brand, Audi. Audi has the longest history in China's high-end commercial vehicle market and has a very high status. Once in four rounds, it became almost synonymous with commercial vehicles.

Compared with Ashkenazi brands, the history of Japanese luxury cars such as Lexus and Infiniti is relatively short, but this does not prevent them from introducing their own “accumulation” to consumers. More high-tech and newer configurations can always be reflected in the Japanese luxury cars. The major brands of Japanese luxury cars are doing their best to compete with the German luxury cars in the markets around the world, while the Chinese market competes. The war is even more fierce.

High-end luxury cars compete longer

Although the displacement of the luxury car is getting lower and lower, but in the field of high-end luxury cars, the luxury car is also longer than the longer wheelbase, it seems that whoever has a short wheelbase, who will sell low.

On August 5th, the new 5-series long wheelbase version of BMW Brilliance was officially launched. The new domestically produced new car has a total of four models, the price range of 48.96 million -79.16 million.

Coincidentally, on June 17th, Mercedes-Benz officially announced the official guidance price of Mercedes-Benz's new long-wheelbase E-Class sedan, including the Mercedes-Benz E300L fashion model, with a market guidance price of RMB 675,000, exactly the same as the 2011 model. The 535Li luxury guide price is close to 696,600 yuan, it seems that a new luxury C-class competition will begin again.

Insiders believe that domestic consumers have particularly high requirements for rear space, so luxury cars have launched long-wheelbase models. The extended body, spacious space and luxurious comfort meet the Chinese consumers who care about face and social status. At present, many models of Audi A4, Audi A6, Volvo S80 and Mercedes-Benz have all introduced long-wheelbase models in the domestic market.

As for the contest between the two new cars, at the Beijing Auto Show, Steinke, president and CEO of BMW Group Greater China, praised the sea: “The sales of the new 5 Series will definitely surpass the new E-Class.”

Cai Che, chairman of Daimler AG, was not in a weak position. He had publicly stated: “We will definitely catch up with the other two German high-end brands that BMW entered earlier than we have in the Chinese market – BMW and Audi.”

As the luxury car brands except for the two giants Audi, BMW and Mercedes occupy half of the domestic high-end car market share. In the Chinese luxury car market in 2009, BMW's market share is about 25% and Mercedes-Benz is about 17%. In the first half of this year, the BMW Group delivered a total of 75,615 BMW and MINI vehicles to users in mainland China, which doubled compared to 37,627 units in the same period in 2009.

Mercedes-Benz sold 59,600 vehicles in China in the first half of the year, an increase of 122% over the same period of last year. The market share in China has also increased to 19%, gradually easing its disadvantages from latecomers and narrowing the distance with BMW.

Audi, as the most successful vehicle with longer wheelbase, currently has an average monthly sales volume of around 10,000 for the Audi A6L. It is said that there will be a new Audi A6L listed next year. Wang Yan, vice president of Mercedes-Benz Public Relations, recently stated that next year will be the Mercedes-Benz product year, and Mercedes-Benz will have 16 products launched worldwide throughout the year.

It seems that next year's Big Three's "long wheelbase battle" will be even more exciting.

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