Luxury brand sales in China in the first half of the year: Cadillac's biggest progress

In the first half of this year, the overall passenger car market experienced a slight increase, but this did not affect the performance of the luxury car camp. In the first half of this year, the overall luxury car market continued to show strong growth. As competition has become more intense, the luxury car market has become even fiercer. The existence of over 10,000 sales in various months can not help but sigh that today people's consumption levels and living standards are also getting higher and higher. Let's take a look at the specific sales performance of various luxury brands in the first half of the year.

In the first-line camp, the list of members remains unchanged. It is also the German Mercedes-Benz, BMW and Audi. However, it completely reversed the previous rankings, from the previous ABB to BBA, and the sales champion was taken away by Mercedes. In the first half of 2017, Mercedes-Benz sold a total of 304,017 new vehicles (including smart), an increase of 34%. The increase ranked fourth in the top 11 sales, of which sales in June reached 52,116 units, an increase of 27%. From the perspective of product lines, a new generation of E-Class has become the biggest growth point. The average monthly sales performance of 9,000 units is not the same as previous generations of E-Class vehicles; GLC and C-Class are also presented. A gratifying gesture (specific data is presented later).

BMW did not change its position in the second place. In the first half of the year, the sales volume of 293,280 units (including MINI) was very close to that of Mercedes-Benz. Although the BMW 5 Series had a certain impact on the sales volume during the replacement period, the BMW X1 and 3 Series models showed strong growth and maintained an overall increase of 18.4%. In June, the sales volume was 50,597 units. , an increase of 5.5%. However, for BMW, the potential for growth in the second half and in the future will be even greater. The first is the development of the next-generation 5 Series, and the X1 will continue to grow in size. The arrival of the domestic next-generation X3 will also become a new growth for BMW. point.

Audi from the previous championship position fell to third, Audi accumulated sales in the first half of the year was 253,635 units, down 12.2% year-on-year, which is also the only one among the top ten luxury brand sales decline, fortunately in June to 51,667 units of sales, And 1.7% of micro-growth has finally returned to the right track. But it is not this sales ranking that Audi needs to attach importance to now. It is about the return of brand power and the adjustment of product strategy, and they need to complement each other. Audi's ability to replace products rather than rely on substantial discounts at an early date will really stop the damage to its brand power. However, from the perspective of Audi's current product lines and new product designs, Audi needs to sell brands and sales. After a long period of rest.

The three German brands continued to occupy the top three, while the American Cadillac continued to advance at a high speed and ranked fourth. In the first half of the year, Cadillac received a total of 80,795 sales, a staggering 71% increase, and reached 13,530 units in June, an increase of 54%. Both the Cadillac XT5 and the CT6 have shown an increase of more than 100%, and in my opinion, this has not yet reached the limit. In particular, the Cadillac CT6, according to its product strength and current sales base, it will be even more radical. growth of. Cadillac XTS and ATS-L are further recognized by the market. From the performance of Cadillac sales of more than 80,000 units in half a year, the gap between luxury first-tier and second-tier will become smaller and smaller.

In fifth place is Jaguar Land Rover, which sold 67,103 units in the first half of the year, an increase of 26.2%. Among them, 12,004 units were sold in June, and the 65.3% increase ranked first in the top five. Judging from the sales performance of the entire Land Rover Jaguar, the progress of localization has become the most critical factor in its sales growth. Following the launch of Jaguar XFL with the launch of Land Rover Range Rover Aurora and the discovery of Jaguar XFL, the Jaguar Land Rover brand has entered a period of high growth. . In the near future, the addition of Jaguar XEL, E-PACE and Land Rover Range Rover will make Jaguar Land Rover's growth even more ferocious.

Following Jaguar Land Rover, Lexus, which is still adhering to the entire department's imports, sold 60,511 units in the first half of the year, an increase of 31.0% year-on-year, of which sales in June were 10,612 units, a year-on-year increase of 21.0%. In the near future, Lexus has not had much action in terms of products. In addition to the entire new generation of LS that is still not yet listed, more models are being introduced in the mid-term. However, from the perspective of its sales, Lexus's market performance after the replacement of a new generation of design and turbine power is still very good.

In the seventh place, Volvo sold 51,914 units in the first half of the year, a year-on-year increase of 27.6%. In June, its sales volume finally reached 10,113 units, an increase of 31.0%. The overall performance is also very strong. From the perspective of product lineup, the new generation of the 90 series has begun to exert full force, while the 60 series is still the mainstay. However, for Volvo, the performance of the new generation 60 series and 40 series after the full collection is even more worth the wait.

Looking further back, Porsche ranked eighth in terms of sales, which reached 35,863 units in the first half of the year, a year-on-year increase of 15.9%. June sales also reached 6,218 units, an increase of 21.9%. As a luxury brand with a threshold of 600,000 yuan or so, Porsche's price exploration and the introduction of luxury cars and SUVs make those luxury brands who have high-profile but not fully open the domestic market particularly irritating, such as Maserati and Alpha. Romeo. While they have also stepped up their product placement in recent years, it can be said that the local tyrants have more and more choices.

The ninth place was Lincoln from the US Department. Although the ranking was relatively late, the accumulated sales of 24,541 units in the first half of the year were also significantly different from the previous brands, but its 97.1% increase was the most prominent among the top ten. The same is true of the 84% year-on-year increase in the month (sales 4,165 units). Of course, from an objective point of view, there is such a huge increase, mainly due to the lower sales base of Lincoln before, and Lincoln still has a lot of room for growth in volume. But overall, such momentum is still very rapid.

In addition, the menacing Lincoln, compared to last year's ranking has risen one place in the first half of the year, so the tenth place belongs to 21,319 units in the first half of the year, an increase of 14.9% Infiniti, and its sales in June was 4,173, The increase was 12.6%. Although Infiniti has generally achieved growth, Infiniti, which has a small base, has been slower than it has, and it has formed a clear gap with Lincoln, which has surpassed it. Infiniti’s product lineup has become more complete, and it has also been moving toward it. On the premise of localization, this phenomenon should not be, which is not good news for Infiniti's new generation of products.

The top ten players have already gathered, but after that, there is another player, the 11th-ranked Yangko. In the first half of the year, the sales volume of 6,500 units reached a growth rate of 442%, which is arguably the fastest rate increase in the entire list. June 1,106 The same is true for Taiwan sales and 400.5% increase. All this can be attributed to the performance of Acura's first domestically-made model, CDX, and next year, with the addition of domestically produced TLX-L, Acura may slowly move out of the marginalized situation.

Summary: Overall, compared to the collective cold weather in the first half of the auto market, the entire luxury brand camp has shown a prosperous scene. Among the 11 brands, only Audi has experienced a decline in sales, and the rest are all high-growth. The battle between the first camp of Mercedes-Benz and BMW has already become hot, and the new generation 5 series has become the biggest stack on the balance. From a trend point of view, Audi’s falling share was divided by the powers. This momentum may be difficult to reverse, and Audi has basically lost the potential to win the championship. After all, the A6, Q3 and Q5 are already old, and the A4 soon appeared. Negative growth, in general, can stabilize sales.

Cadillac, which followed closely, had an advantage in sales. According to this momentum, it was possible to exceed 160,000 or even higher at the end of the year. At the same time, Jaguar Land Rover will have more momentum due to the addition of Land Rover Range Rover and Jaguar XEL in the second half of the year. In addition, Lexus and Volvo’s ranking battles will intensify in the second half of the year, and Lincoln’s and Acura’s high growth momentum will be difficult to curb, and Infiniti is definitely on the verge.