Can't believe it, the Mercedes and BMWs have come to this! After seeing the latest July sales, none of the three BBA brands can stand out.
In July, Mercedes sold 39,600 units, a sharp drop of 37% year-on-year; BMW sold 45,100 units, a decline of 21% year-on-year; Audi only sold 39,100 units, a decrease of 26% year-on-year. The problem isn't just one month's poor performance; since the beginning of this year, the BBA brands have been on a downward trend, with all three experiencing double-digit declines in sales from January to July.
Maybe you might not have a clear concept of this, but a monthly sales volume of less than 50,000 units is comparable to many new energy vehicle companies. In July, Zeekr sold 50,000 units, Huawei Intelligent Driving sold 47,700 units, and Polestar sold 44,000 units, which are similar to the BBA brands.
Mercedes CEO is also thinking about why the cars aren't selling well. He said he needs to wait until the price war among Chinese car manufacturers ends, implying that because Chinese car manufacturers are waging a price war, Mercedes is not selling well. This is a fact, but not the whole story. Domestic cars priced between 300,000 and 500,000 yuan are not cheap either, and they are getting more expensive as they sell. They can capture Mercedes' market share, not just by price wars.
Last night, I discussed this topic with an industry friend. One point he mentioned is very critical. Mainly, consumer demand and concepts have changed. First, regarding demand, consumers now prefer intelligent and comfortable electric vehicles. Refrigerators, color TVs, and big sofas, being able to control the car system with just a few words—this is something that BBA has not done as well as others.
The other is the change in people's concepts. In the past, many people thought that imported cars represented quality, and driving a Mercedes or BMW was more prestigious than driving a domestic car. Now, people don't think that way. With the same 300,000 to 400,000 yuan, some people choose Wenjie and Li Xiang, while others choose Mercedes and BMW. There is no issue of which is more prestigious; it's just different preferences and needs.
Therefore, we can also see that it's not just the automotive industry, but also other fields like home appliances, digital products, and clothing that are undergoing major changes. Take buying clothes for example, recently, brands such as Anta, Tebao, and Huiyuan have seen double-digit growth on Vipshop. Many young people who love outdoor sportswear have a good opinion of domestic brands. A pair of Anta sports shoes costs only two or three hundred yuan, and with discounts from promotional e-commerce platforms, people gradually realize that domestic brands are no longer what they used to be.
We must admit that the trend is changing, and the era of looking at brand names is coming to an end. Brand, innovation, and emotional satisfaction are becoming the top choices for young people when shopping. It is obvious that domestic brands have an advantage in this aspect, and foreign brands must step up their efforts!
Original article: www.toutiao.com/article/1841065921971208/
Statement: This article represents the personal views of the author.