Chinese luxury car market growth now tired of new products is still the key

Posted on 6/18/2015 10:14:08 AM

As soon as possible a new generation of products to meet market demand, or will be the key to achieving China's luxury car prices new round of sales growth.
From the beginning of May this year, China's auto market began to cast a shadow over a layer of weak consumption, first Volkswagen, General Motors, Hyundai, Nissan and other multinational car firms appear decline in sales, followed by China's luxury car market share accounted for more than 55% of BMW, Audi also appeared in a rare decline in sales. But a number of luxury car prices in communicating with the "First Financial Daily" reporters remain optimistic about the market for the full year.
BMW China, said 1--5 sales in January to micro-growth "initiative to take measures to adjust the results of business rhythm." Similarly Audi say so, and for the second half of the automobile market, the two companies are attractive enough products on the market.
The new product is the key
Accounting for 19.9 percent of Mercedes-Benz luxury car market, 1 - May achieved more than 20% of the market development, Beijing Mercedes - Benz, vice president of Sales and Service Co. Duan Jianjun interview with this reporter, said: "to enhance the sales of Mercedes-Benz mainly due to three aspects, the first is more than enough for the market demand, competitive new products, and the second is a low base, and the third is the establishment of the new sales company. "
Many industry experts believe that, with respect to the Mercedes-Benz, Audi and BMW's main models significantly later generation, the competitiveness of products on the disadvantaged, such as the generation of the Audi A6 and the BMW 5-Series products are clearly already at the end of the life cycle; secondly younger the layout of the product, Audi and BMW are to be further layout.
In the second half, sales of Audi cars in China, the crown - the Audi A6, will soon launch new; the new generation of full-size SUV-Q7 are also high hopes for the launch, the new Q7 will be available in Europe this month, we believe it will be soon China market.
Similarly, BMW will also expand the potential of the huge camp in compact luxury car market, including the new BMW 2-based multi-functional station wagon early June just in Shenzhen Auto Show, and in late June listing of the new BMW 1 Series, the growth momentum obvious SUV market, BMW will launch a richer selection of models in the second half; finally, a whole new generation BMW 7 Series is expected to be in the fourth quarter, the BMW car concentrate the most advanced technology, dubbed "the most innovative luxury car ", is bound to attract more high-end customers, and to further enhance the brand appeal.
Stock is the big risk
With respect to Volkswagen, General Motors, Hyundai, Nissan and other mainstream car prices and sales joint venture in China, mainly on domestic and imported cars accounted for about 40% of the luxury car sales. Especially second-tier luxury brand, more than half of its total sales to be dependent on imports, even though the sales figures given in these second-tier luxury brand is still relatively optimistic.
According to statistics, Audi, BMW, Mercedes-Benz luxury cars in China accounted for 75% share, while the second-tier luxury brand, in addition to Land Rover sales in nearly 20 percent, Volvo sales fell nearly 1 percent or so, the other second-tier luxury brand sales are still significant growth, such as Infiniti sales growth in May of the nearest increased 50%.
China Automobile Dealers Association data obtained from 1--4 year, China imported car market for the first time in a decade the supply and demand double down situation, the overall industry stocks up to 5.1 months.
The data from this reporter BMW, Audi was revealed that the two companies is not large inventory depth, BMW, for example, after adjustment in the first quarter, BMW in China stock only 1.5 months.
In this regard, president and CEO of BMW Group Region China Unger said: "In the process of the normalization of the market, we think the most important thing is to face the challenges together with the dealer, because the health of our future sustainable dealer network The cornerstone of growth. " And "in the new market phase, whether manufacturers or dealers are required to adopt a new strategic thinking and action to effectively respond to short-term fluctuations in the same time, lay the foundation for the long-term business development. Only concepts and innovative business models to ensure the long-term success.

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