The semi-annual list of luxury cars is released: the competition for the crown is the battle for the new four new lines.

The "midfield war" of the Chinese auto market in 2018 is particularly "uniform and uniform" - except for a few markets where the performance is really good, and the companies that can't talk about it, the entire car circle is almost "screaming", which seems to have become the automobile industry chain. The "new normal".

However, according to the data of the China Automobile Association, in the first half of this year, the overall sales volume of China's automobiles reached 1,406,650 units, a year-on-year increase of 5.57%. Among them, the sales volume of the passenger vehicle market in the first half of the year was 11.775 million units, a year-on-year increase of 4.46%. Obviously, this increase has exceeded the forecast of 3% at the beginning of the year, which is basically the same as the increase in GDP in the first half of the year.

Then, the hardships of the auto industry are hard to find there. What is the anxiety of the car circle?

With more than half of the time in July, the sales of luxury car companies in China have been released. As the most obvious segment of the market, such as consumption upgrades and favorable policies, the half-year change of China's luxury car market may find a little answer.

It is worth noting that at this time, regardless of the BBA at the top of the pyramid, or the “new first-line army”, the momentum of the “anxiety” and “exciting” keywords began to leak out of the teeth and arched. Back, ready to launch the most stable, most awkward and most accurate offense in the second half of the final.

Version 2.0 of the BBA "Three Kingdoms Kill"

Undoubtedly, the "sales crown" dispute between Mercedes-Benz, BMW and Audi has always been talked about inside and outside the industry.

The data shows that in the first half of this year, Mercedes-Benz has won the sales champion with a cumulative sales volume of 348,004 vehicles in China, a 14% increase over the same period last year; followed by Audi's semi-annual sales of 305,520 vehicles, an increase of 20.5% over the same period, becoming "De German three The strongest medium-speed growth brand; BMW ranked third, with a cumulative sales of 299,801 vehicles in the first half of the year, an increase of 2.2%.

Judging from the current situation, there is no suspense in the three luxury brands to continue to break through the 600,000 mark in 2018, and it is not uncomfortable to approach the annual sales of 700,000 units.

â–² Ni Zhen, President and CEO of Beijing Mercedes-Benz Sales & Service Co., Ltd.

However, compared with the competition of “out-of-the-box watching”, Mercedes-Benz, BMW and Audi, which are in the center of the fierce competition, have already shifted the core of competition to the numbers. On the one hand, maintaining a healthy, stable and sustainable development of the company tests the strength and vision of each family; on the other hand, taking advantage of the “new four” wave, it has become a priority in the field of autonomous driving and new energy. The weight of the middle.

The obvious signs have been revealed. The second half of the auto market has just begun. With the favorable policies of the Chinese and German governments on autonomous driving and new energy, the three giants have made efforts. Daimler and Tsinghua University signed a letter of intent to further deepen their cooperation in the field of sustainable transportation research. Prior to this, Daimler became the first international automaker to receive the “Beijing Road Test License for Self-driving Vehicles”.

BMW is more radical, adding BMW Brilliance BMW, 2020 domestic BMW iX3 and exporting to the world, holding the Great Wall to set up a new joint venture company, signing Baidu to settle in the "Apollo platform", and establishing a 4 billion euros worth of battery purchase intention with China's Ningde era. It is specifically allocated to purchase 1.5 billion euros in Germany and 2.5 billion euros in China.

In addition, at the product level, the BBAs have also been eager to try, after the second half of the new BMW X3 rushing car market, the new Q5L also shines sharply. Who can overcome the difficulties and seize the opportunity of a future market, but also become the biggest attraction of the front-line military team in addition to sales.

In contrast, in the “new first-line” luxury brands, the competition between Cadillac, Jaguar Land Rover, Lexus and Volvo presents a more subtle pattern.

Luxury car "new line": "different snow before sweeping"

From the book data, Cadillac sold more than 112,000 units in the first half of the year, up 39% year-on-year, and firmly ranked first in the “new first-line army” of luxury cars.

Immediately thereafter, Jaguar Land Rover's cumulative sales in the first half of the year reached 71,664 units, up 7% year-on-year; Lexus's cumulative sales in China in the first half of the year was 68,726 units, up 14% year-on-year; Volvo's sales in the first half of the year were 61,480 units, up 18.4% year-on-year.

Compared with the sales figures, Cadillac has an absolute digital advantage in the “new line” of luxury cars, almost reaching the total of Lexus and Volvo, and more than 40,000 more than Jaguar Land Rover. In 2016, Cadillac's annual sales also lost Jaguar Land Rover with a gap of more than 1,000 vehicles.

At the beginning of this year, Cadillac set an annual target of 200,000 units sold in 2018, which also means that it has made the Chinese market more determined than the largest market in the United States.

However, while hitting "200,000 ceilings", Cadillac is not always smooth, and achieving the stability of the product's pace is one of the keys. In the first half of this year, its new product launch was almost zero, and XT4 was the “jumping ticket” Beijing Auto Show. In the second half of the car market finals, can Cadillac make XT4 a new force to stimulate consumers' fresh buying psychology? This is a question that Cadillac must think about and face.

Jaguar Land Rover's half-year sales structure, Jaguar occupied 22,838 units, an increase of 16% year-on-year, Land Rover occupied 48,826 units. In terms of new products, in addition to the new domestic Jaguar E-PACE, the Jaguar brand's first pure electric SUV model, I-Pace, is also expected to be made in China. Under the macro strategy of adjusting product strategy and developing new energy, the balance between electrification transformation and steady growth in sales is the biggest point of Jaguar Land Rover in the second half of the year.

Lexus's first half of the year was unusually busy. The listing of LS and LC, the downward adjustment of tariffs, and the launch of the new ES opened the pre-sale. It is a “thousands of things” for Lexus in the evolution of the brand, and it is also a test system operation capability. crucial moment. For the new executive team, "Half Mile Road" is the key to Lexus.

In addition, as the "new face" in the "new line" of luxury cars, Volvo's "100,000+ clubs" is not long, but the steady performance is remarkable. It is worth noting that Volvo has also brought reinforcements to the second half of the auto market that has already opened - XC40 is made in China. Perhaps Volvo's annual sales can give people more surprises.

â–² Yuan Xiaolin, Senior Vice President, CEO and CEO of Volvo Car Group

From the "Best German top three" Mercedes-Benz, BMW, Audi, to the "new first-line" luxury products, the Chinese luxury car market competition to see sales, and the real finals have been fully launched in places where "digital" can not reach. From brand to marketing, from product to strategy, a “car brand evolution” of a luxury car market is on the paper, only the year-end, the answer is naturally revealed.

FABRIC DYEING

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