With BMW’s sales data released, the Chinese market’s 2019 sales ranking of major luxury cars also officially announced. On the list, BMW won the sales title with 723,000 units,
returing to number one after years, mercedes-Benz, Audi followed, and Cadillac edged ahead of Lexus, which was the biggest gainer.
Specifically, BMW’s sales in China were 723,680 units (including MINI) in 2019, up 13.1% year-on-year. Officials say this is largely linked to the popularity of the X-Series and the 5-Series sedan. In addition, BMW’s new energy vehicles increased by 34.1% year-on-year.
Mercedes-Benz Audi followed suit, with Mercedes-Benz’s cumulative sales of more than 700,000 vehicles (including smarts), up 4.0 percent year-on-year, and despite frequent quality recalls in China and the country’s well-known “Xian rights event”, the impact on sales appears to have been modest.
Audi entered 2019 with a decline in its poor performance in the first half of the year, and its sales continued to grow in the second half as concessions continued to grow. Audi reported sales of 69,083 units in 2019, up 4.1% year-on-year, ranking third.
Lexus’ cumulative sales in China in 2019 were 200,521, up 25% year-on-year, ranking fifth, a new record for sales in China, and the largest increase in luxury car brands in China.
Unlike BBA, Lexus sales are a “risky” one. In September, Lexus suddenly raised its official guidance for ES, NX, UX and LS models, up to a maximum of 15,000, prompting customers who had already ordered their cars to pay up again, angering some customers. For now, however, the impact is modest.
Instead, Cadillac and Volvo take a “price-for-value” approach. Cadillac’s 2019 sales in China were 213,717 units, down 6.3 percent from a year earlier, ranking fourth, and the gap with Lexus is getting smaller.
It is reported that Cadillac sales decline is mainly due to the ATS-L and XTS production, and replace the CT5, CT4 models failed to quickly replenish. Sales are expected to explode in the first half of 2020.
Volvo’s full-year sales were 154,559 units, up 18.4% year-on-year, ranking sixth. The XC60 remains Volvo’s best-selling car in China, with 62,594 vehicles sold last year, up 28 per cent year-on-year. Among the sedan models, the S90 was the best-selling, with full-year sales of 43,130 units, up 24% year-on-year.
Regarding the sales strategy of luxury cars “price-for-volume”, Wang Yongqing, general manager of SAIC GM, said: “When the car market is growing at a high rate, the car companies are in order to seize market share, Price war is still useful. But with consumers beginning to return to rationality, now the brand’s concentration and loyalty is getting higher and higher, while the customer’s demand for enterprises is also higher and higher, in such a competitive environment, only price war is not appropriate. ”
As a result, the future role of the luxury car market will be weakened, Cadillac and Volvo will need to seek new growth points, and Lexus’ brand value effect will pose a huge threat to Cadillac’s second-tier status.
Audi, which has no hope of winning sales of luxury brands this year, can only hope for 2020. According to the plan, Audi will launch more than 20 new/replacement/medium-term modified/derivative models in the Chinese market in 2020, with the aim of regaining the number one luxury brand’s sales name. Let’s wait and see.