TU-TESL

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BBA (,,), the troika of German automobile manufacturing industry, has entered China since the 1990s. It is not only a participant in the development of China's automobile industry, but also an educator of China's automobile consumption. Although they are luxury brands in themselves, they have rich product lines, high degree of diversification in vehicle configuration, and rich product price levels, which make it possible for Volkswagen to choose. They are called "people friendly luxury brands". BBA has also become the largest luxury car brand in the Chinese market. Among the three brands, in terms of joint venture time, Audi entered China in 1991, BMW in 2003 and Mercedes Benz in 2005. Roughly speaking, the three "immortals" have been fighting in China's "war zone" for nearly 20 years. Their product iteration, PK of the same model, and even marketing strategies have always been the focus of attention in the industry, with many followers. After the third quarter of 2019, let's set up their latest competition pattern. 60 seconds get core point of view: 1. Audi was the first to enter China, once set thousands of favorites in a body, and for more than 20 years, it continued to dominate the domestic luxury brand automobile market because of no rivals. However, since 2014, its growth momentum has weakened, and its status in the Jianghu has gradually changed. 2. Mercedes Benz came last, ranking third for 10 consecutive years. At the end of 2017, it was poised to break out. In the following three years, it first surpassed Audi and then "turned over to the horse", playing the role of the latter. 3. In the first three quarters of this year, the sales volume of the three traffic insurance companies ranked Mercedes Benz, BMW and Audi, which were against the attack of Mercedes Benz, However, they are dominated by different market segments, including both positive PK and differentiated competition. 4. The relationship between BBA and BBA is not so much competition as symbiosis. The so-called "it's hard to win when you're on the right foot, and you can't be arrogant when you're on the right foot" benefits consumers. As of September, the data of sales volume of Shanghai jiaoqiang insurance shows that Mercedes benz ranks first in BBA with the annual cumulative sales volume of nearly 550000 vehicles; BMW ranks second with the sales volume of more than 500000 vehicles; Audi ranks third with the sales volume of less than 500000 vehicles. Audi, the former leader of luxury brand market, has been shaken again. From 1991, when Audi entered the Chinese market, during the nearly 30 years of dominating the Chinese market, Audi has been firmly in the top position until 2017. However, in 2017 and 2018, it was overtaken by Mercedes Benz, ranking second; in the first three quarters of this year, it was overtaken by BMW, ranking third. Whether Mercedes Benz can continue to be the first in a row this year is only to be determined in the fourth quarter. There should be little suspense. In terms of specific models, in the first three quarters, Mercedes Benz sold 124000 C-class (parameter | inquiry), surpassing national luxury car Audi A4L by a small margin of 1000 - last year, Audi A4L ranked first in the BBA camp with 120000 sales results. Moreover, in the 10 years from 2008 to 2017, Audi's medium and large-scale sedan Audi has the highest sales volume of luxury brand models for 9 years. Now, the "Convention" that Audi's products have been the number one luxury brand in sales for decades has been broken by Mercedes Benz. After more than ten years of fierce competition, the new competition pattern of BBA has been formed. "Mercedes Benz class C: the model with the highest sales volume in BBA product camp" from the perspective of its model level sales scale, Mercedes Benz takes medium-sized sedan, medium-sized sedan and medium-sized sedan as the main focus, BMW takes medium-sized sedan, medium-sized sedan and compact SUV as the highest sales volume, Audi is similar to Benz's product line pattern, and its three major supporting product systems are medium-sized sedan and medium-sized sedan in turn And medium SUVs. The only difference is that Mercedes Benz and BMW have both, but Audi does not, and Mercedes Benz's MPV sales have exceeded 40000 this year. On this point, Mercedes Benz is rolling over Audi and BMW - BMW's MPV sales in the first three quarters are only over 8000. "MPV, the luxury brand with the highest sales volume of Mercedes Benz V-Class", obviously, BBA's biggest competitive field is in the market of medium-sized cars, medium-sized and large-sized cars and medium-sized SUVs, all of which are at the scale of 300000 vehicles. Moreover, in these three market segments, BBA, together with mainstream German and Japanese joint venture brands, has long suppressed Chinese brands in the field of compact cars, such as SUVs and sedans. In sinking! In the article "logic interpretation of luxury brand consumption against the market growth", we have analyzed the strategy of dimension reduction and strike of luxury brand in China market. In fact, BBA is also actively layout in the compact SUV and compact car market. Although it is less than 200000 at present, there are wild hearts. To put it bluntly, from the performance of the first three quarters of this year shown in the figure below, except for the medium-sized SUV sector, Mercedes Benz is not the biggest winner. So, where does Mercedes Benz win over BMW and Audi? "Mercedes Benz E-class: the largest cumulative sales volume of medium and large-sized cars in the first nine months" in the medium-sized car market, the cumulative sales volume of the previous three quarters, Audi sales 142000, Mercedes Benz sales 132000, BMW sales 101000. Audi wins. From the perspective of continuous market performance, Mercedes Benz is the most stable, with the monthly sales volume of about 15000 vehicles, except for February, where the Spring Festival is located. In June, Audi implemented the strategy of reducing price and promoting inventory clearing in response to the national VI emission standard, with the maximum preferential intensity reaching 70000 yuan. The promotion promoted the bright market of Audi in June, and also ensured its advantage in cumulative sales. BMW's sales volume in the medium-sized car market this year is relatively low, especially in the third quarter, which is less than 10000 vehicles per month. BMW's layout models in this market segment are BMW 3-Series and BMW 3-Series GT, with a total of 94000 vehicles sold in three quarters. Although Audi wins in terms of total volume, Mercedes Benz's C-class is slightly better in terms of shouldering tripod model. Audi A4L only sells about 1000 cars less than it, while BMW 3 Series lags far behind, and the monthly sales volume keeps falling. It can be predicted that in the last quarter of 2019, Mercedes Benz and Audi will have a good competition in the medium-sized car market. Compared with the three entry-level luxury and medium-sized cars of BBA, the price of Audi A4L is relatively lowest. If consumers are willing to choose a lower configuration, they can buy it in the early 200000 of the terminal. Therefore, it has become the only model among the three that has a higher sales volume in the secondary city than that in the primary city. However, the price of Mercedes Benz C-class and BMW 3-Series is relatively high, the terminal discount is not as strong as Audi, and the minimum configuration is basically more than 300000. Therefore, the current mainstream consumption area of these two cars is still a first-class city. In the "Audi A4L" medium and large car market, BMW sold 132000 vehicles in the first three quarters, Mercedes Benz sold 130000 vehicles in total and Audi 82000 vehicles in total. In terms of total amount, BMW is temporarily ahead of Mercedes Benz, but the gap between Mercedes Benz and Mercedes Benz is not big. The competition in the last quarter should be more intense. In addition, from the perspective of the trend of the year, Audi rose sharply in the second half of the year, taking shouldering the Ding model as the top responsibility. Mercedes Benz seems to be lukewarm, but it still takes the championship in the sales volume of a single model -- Mercedes Benz E-class takes the lead in the battle field of BBA's medium and large-scale cars at the level of leading 4000 vehicles. Interestingly, among the three PK models, Audi A6L also has the largest sales volume in secondary cities, while the other two models are mainly based on the regional market of primary cities. However, although Audi A6L is catching up in the second half of the year, it is not optimistic compared with last year's situation - the cumulative sales volume in the same period of last year decreased by 21%, among which, the cumulative sales volume in the main secondary cities decreased by 23.46% year-on-year, that in the first tier cities decreased by 27%, that in the third tier cities decreased by 15.5%, and that in the fourth tier cities decreased by 17.3% Looking back on the glorious history of Audi A6L in the first ten years, will a generation of Kings really become Bronze? The cumulative sales volume of Audi A7, another medium and large sedan, dropped by 60% year on year, and the Audi A6 also dropped by 64%. In comparison, Mercedes Benz E-class increased by 13.7% year on year, BMW 5 Series increased by 0.75% year on year, and BMW 6 Series GT increased by 83% year on year. Audi looks a little "south" as it goes up and down. What BMW 5 series need not avoid is that Audi A6L was first driven by the official procurement market, which not only contributed considerable sales volume to Audi, but also established a calm and atmospheric official car image. However, there are two sides to the coin. We all know that the world is changing rapidly. On the one hand, official procurement can no longer bring rich market space for Audi A6L. On the other hand, the cognition of official cars has a negative impact on the brand power of Audi A6L In the medium-sized SUV market, Mercedes Benz finally pulled back a set of sales volume in the year, pushing the 98000 of Audi and the 96000 of BMW with the achievement of 116000 vehicles, leading by a large margin. From the monthly sales curve, Audi was a bit overwhelmed in the first half of the year. However, with the help of a wave of stock promotion in June, Audi's momentum trend was obvious in the next third quarter. In September, the sales volume of Shanghai Insurance exceeded that of Mercedes Benz and BMW. From the sales curve, Audi is like a kid with enough energy and full of momentum. We expect it to perform well in the fourth quarter. Mercedes Benz GLC is the most prominent model in terms of performance, with a cumulative sales volume of more than 100000 vehicles, leading a lot. In the second half of last June, the Audi q5l, which took over the Audi Q5 market, had a strong momentum in Chengdu, Shenzhen, Hangzhou and other secondary cities. In September, the Audi q5l achieved a high sales volume of 16600 vehicles - 12000 for Mercedes Benz GLC and 11000 for BMW X3 - the Audi q5l still performed very well. From the perspective of monthly trend, unlike the continuous increase of Audi q5l, the sales volume of Benz GLC and BMW X3 this year looks like a steady middle-aged person. "Will Mercedes Benz GLC, the king of medium-sized SUV, be overtaken by Audi q5l this year? From the perspective of model level consumption dynamics, there is a sinking trend of luxury brands. Since 2010, the highest annual growth rate of luxury brand is compact SUV. In the domestic compact SUV market, at present, it is mainly the competition between the mainstream German, Japanese and Korean joint venture brands and Chinese brands. However, it's a big cake and the most competitive one in the Jianghu. It's also inevitable for luxury brands to "stretch their feet and try water". In the first three quarters of this year, BMW won 92000 sales in the compact SUV market, while Audi and Mercedes Benz accounted for only half of the total sales. It is the first model for luxury brands to enter the compact SUV market. It has been on the market for nearly six years. So far, it is also the model with the highest sales volume of compact SUV of luxury brands, followed by Audi Q3 and Mercedes Benz gla. BMW X1 is the only compact SUV in the luxury brand camp with a monthly sales volume of about 2000 vehicles. This year, the sales structure in tier one, tier two and tier three cities is basically 3:3:2. If we talk about the sinking range of "BMW X1", Audi should be the most people-friendly in BBA. As we saw before, it will capture the second tier cities as the largest regional market in medium-sized cars and even in large and medium-sized cars. Similarly, Audi has the largest step in the compact car market. In the first three quarters of this year, Audi sold 68000 compact cars. Mercedes Benz is not in love for the moment. Although there are 52000 sales, the monthly sales trend is declining. Audi A3, Mercedes Benz A and BMW 1 series are the main models of BBA in the compact car market. The three competing models mainly focus on the secondary cities, with the sales volume of the secondary cities being the highest. From the comparison between them, the sales trend of BMW 1 series is good, and the aftermarket may form a greater competitive pressure on Mercedes Benz A-Class. "Audi A3" although with Mercedes Benz and BMW's inherent luxury aura, Audi appears a little dim. But in the Chinese market, in terms of chemicals, Audi entered the first place, almost 10 years earlier than BMW and Mercedes Benz, and once it entered, it occupied the market through joint ventures, official cooperation and other ways