➤ Compared with the first-line luxury car brand rose across the scene, the second-tier luxury car brand in 2019 in the form of a bit “turmoil.”
Cadillac win the Lexus, the luxury brand barely retained fourth position; and Jaguar Land Rover fell further, although the decline has narrowed compared to 2018, but sales of luxury brand ranked sixth in the Volvo come farther, almost fell out of the second tier.
one hundred because there must be fruit, then the result is what is causing it?
Cadillac
2019 sales: 212,507 vehicles
-year change: -6.8 percentage
2018 With its ultra after 30 percent increase in first time exceeded 200,000 sales, Cadillac in 2019 as the downturn in the market trend of the development of resistance encountered, there was the first decline in recent years, the good news is the ultimate hold fourth place.
From the product performance perspective, Cadillac sales decline mainly due to still or XTS and ATS-L-year cut-off, leading to car camp “malaise”, after all, both sales volume in 2018 contributed to account for Cadillac about 50 percentage.
The good news is, after the loss of these two “pillars of the sales price,” Cadillac gradually toward the positive direction at the brand level.
Cadillac in November launched replace XTS position CT5, and adopted a “dislocation competition + price” policy, in less than a half months, “no concessions” CT5 sold 6191 , who has been close to the XTS sales level.
can be expected, coming in the first half of this year’s CT4, had reached the level of ATS-L should not be difficult.
in large SUVXT6 became the new incremental Cadillac in 2019, which uses the CT5 similar “insured” policy, since its listing in July 2019 made 11053 performance vehicles, the average monthly sales of nearly 2000.
This is the second CT6Later, Cadillac for the first time in recent years to more than 400,000 yuan market impact, and this time XT6 transcript, obviously much stronger than the average monthly sales CT6 triple-digit year.
In addition, XT4, XT5 and CT6, respectively, contributed 47 054, 57 317 and 22 637, in addition to XT5 there has been 21.9 percent decline, while the remaining two models are different rate of growth appears, therefore see Cadillac the current model sales momentum is good.
but more importantly, with the XTS and ATS-L “leaving” Cadillac current discount rate of more than 40,000 yuan a CT6 models remaining, sell high-end sales price is relatively stable, while premium brand is the embodiment of gradual recovery.
It is also worth noting that, according to previous Cadillac planning new car this year, in addition to CT4, as well as the flagship Escalade SUV replacement model as well as a new flagship sedan is positioned higher than the CT6.
After XT6 crossed the threshold of 400,000 yuan, Cadillac seems to be planning a marching toward the higher end.
Lexus
2019 sales: 200,521 vehicles
-year change: +25 percentage
2019 there “grimace” cold when the automobile market, the Japanese brand has sold better, Honda, Toyota’s domestic sales have different rate of growth, while the whole system imported Japanese luxury brand Lexus, the first time exceeded 200,000 large turn off.
Why Lexus can rally it?
at Lexus who rutting monarch found a few key words – service, reputation, imports, fuel-efficient, increase.
First look at the service and reputation, the two should complement each other.
Even the luxury brand, and can not be each car is not a problem, but a problem aftermarket could not satisfactorily resolved, the owner of dissatisfaction will cause the long run reduces the natural word of mouth.
and Lexus “kneel-service” will be greatPrevent the spread of the quality of degree, not to mention there are four years or 100,000 km free maintenance.
difficult to say that the quality of some of the best Lexus, but excellent service to some extent, help Lexus formed a relatively good reputation, also making it the highest value retention luxury brand in addition to BBA.
In addition, the whole system of import identity, but also let out a high-end multi-user “pride.”
blessing hybrid technology, is touched while pursuing cost and texture of the population.
Taken together these that formed the Lexus luxury brand’s image as much as first-line consumer groups. And its “hot fare”, it seems that it has become a matter of course, even giving a “hunger marketing” feeling.
a typical example is the Lexus LX models nationwide do not test drive the car, but even increase there are a lot of people buy this brand, full confidence in the models obviously any other second-tier luxury brands can not match.
but the consumer point of view, markup behavior Lexus always still have to Tucao look of.
at the end of last year, Lexus dealers because the manufacturers limit the minimum price and other acts, the State Administration of Governor penalties market price of nearly 88 million yuan.
In other words, the behavior of the fare increase before Lexus are manufacturers of primary control, and after a fine, increase behavior Lexus seems to have not terminated.
I do not know Lexus accumulated a good reputation, whether from gradually losing its away ……
Volvo
2019 sales: 154,961
-year change : +18.7 percentage
2019 Volvo, the second-tier luxury brand is one of the most stable position.
After all catch up in front of the Lexus, Jaguar Land Rover back there are still very far away, no need to consider the issue of ranking changes, of course, this is also Volvo’s “frigidity” style more in line.
However, in 2019 Volvo’s gains were not small, an increase of 18.7 percent, second only Lexus.
specific to the vehicle, the greatest contribution is XC60 and S90, both full-year sales were 62,594 and 43,130, accounting for total sales of more than 68 percentage brand.
Although the magnitude of these two models offer a large, terminal have fallen below the starting price of 30 million, but can be substantial discount in many models, including Audi, including stand is also not easy.
Slightly Unfortunately, a lot of the award-winning XC40 abroad did not fire up in the country, after the listing in May made only 11 759 results, the average monthly sales of less than 1500.
a closer look at the reasons, its low distribution models equipped with three-cylinder engine is not unrelated, while domestic XC40 2.0T version is priced and consistent with the imported version, to some extent, it consumed fertile powder children had to wait for the domestic patient.
XC40 sales sluggish market this year seems to be the first pure electric car XC40 Recharge cast a shadow.
Fortunately, at the end of last year to market the new generation who S60, Volvo changed a “routine.”
spend three-cylinder version of the original rumors T3, into a four-cylinder 2.0T “ultra-low power” version.
and presented car purchase tax and the insurance the first year, equivalent to a disguised discount 3-4 million. I believe that with sales climbing and preferential increase, S60 is expected to become the new incremental Volvo in 2020.
Also compare rutting monarch so concerned about, is the flagship of the Volvo SUV XC90, its 2019 sales reached 17,806, an increase of 21 percentage has reached the level of the Mercedes-Benz GLE, Audi Q7 and other mainstream models.
Although the terminal price XC90 is a relatively low level of imports in the luxury SUV in large, but also higher than the Cadillac XT6, sales of high-end consumer good description of Volvo model is more recognized.
Then on top of S90, introduced a more high-end luxury large cars also not a bad idea (T8 honor, although the price of millions of S90 version, but obviously difficult to match other luxury brands and large cars).
Jaguar Land Rover
2019 sales: about 99,300
-year change: -13.5 percentage
after the peak sales in 2017 reached 146,399 vehicles, Jaguar Land Rover in the country opened a “stumble endlessly,” the state.
2018 sales up 21.6 percentage decline, 2019 is down 13.5 percentage has dropped out of the 100 000 mark, with sales of Volvo gap widened to nearly 60,000. If the downward trend continues, Jaguar Land Rover or from falling out of the second tier ……
The reason why the sales of “cliff-style” decline, and Land Rover brands, “blowout” the outbreak of the quality problems are not unrelated, especially Range Rover sport P400e plug-in hybrid models, due to brake failure, loss of power and other serious problems caused by large-scale rights, to a certain extent affected the Jaguar Land Rover’s reputation, although it is not at this quality good.
In addition it is mid-2018 outbreak of the “dealer network back storm”, due to dissatisfaction with the manufacturers to political pressure, and long-term affected by the price war, many dealers to stop collective mention car from the factory, the only sales stock car.
dealers and dual problems of customers, leading to Jaguar Land Rover from the first half of 2018, sales rose 7 percent, became a full-year 21.6 percent decline year on year. The impact of these events
, continued until 2019.
The good news is, from the beginning of 2019 began, Jaguar Land Rover will be healthy carriers reseller partners as one of the key goals in the first half by the initiative to adjust the target, optimize inventory factor, positive business policies guide, as well as multiple partners and distributors often transparent communication initiatives such as the level of dealer inventory control in 1.5 months, and the whole network average dealer profit.
From the beginning of the second half of 2019, Jaguar Land Rover sales gradually with the improvement, from July to December June consecutive double-digit growth year on year, although contrast sharply during the last year, but at least the situation is improving.
and in 2019 the new generation Aurora, mid-term facelift XEL, on product strength to keep up the rhythm, and gradually rose to a four-digit monthly sales, with the follow-up found that sports version of the launch, Jaguar Land Rover domestic models are also basically completed the replacement.
dealers in problem solving, product after power has increased, seem to indicate 2020 sales are expected to begin to fall.
just want to return to once the fourth luxury brand, Jaguar Land Rover, it should be very difficult.
The last two sentences
After BMW, Mercedes-Benz breakthroughs have annual sales of 700 000, 200 000 seems to be the second-tier luxury brand at this stage of the sales ceiling.
a few years ago with a cost-effective second-tier luxury brand, as well as lower sales base, created a lot of ultra-high-up “sales miracle”, some brands even made an impact first-line luxury brand’s target.
only when the price began to loosen BBA, second-tier luxury brands are also emerging trend of differentiation, a substantial increase has disappeared, some models even at a substantial discount in the case, could not get the number of sales.
and the sum of the sales of the above-mentioned four second-tier luxury brand, nor exceed 670,000, less any first-tier luxury brand.
but that does not mean they do not have potential, such as the Cadillac brand has begun to repair, Lexus sales have been very stable, although preferential Volvo is still great, but the high-end products has been recognized, as Jaguar Land Rover its sales are being gradually back on track.
I wonder if you think the future who first breakthrough 300,000 annual sales of second-tier luxury brand would it be?
perhaps, it will be a Chinese brand?
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