China Automotive News. As in previous years, prefixing the "first" name has become the secret of luxury brands winning the top spot. As soon as Mercedes-Benz announced the global sales of 2.339 million units and "became the global luxury car brand's annual sales champion for 4 consecutive years", BMW has labeled "the 16th consecutive year as the world's top luxury car manufacturer". BMW announced that the BMW Group's car sales in 2019 reached a record high, with total sales reaching 2.52 million units.
However, unfortunately, Audi, which has defended the title of a single brand of luxury cars in the Chinese market for 31 consecutive years, has missed the championship. Official data shows that the Audi brand sold 1.846 million new vehicles worldwide, a year-on-year increase of 1.8%.
In fact, the reason why two global sales tops appear at the same time is because the dimensions of statistics are different. BMW announced the group's sales, covering the BMW, MINI and Rolls-Royce brands, while Mercedes announced the sales of its Mercedes-Benz brand. So at the group level, BMW is the global champion, and in terms of brand, Mercedes-Benz is the global champion.
In the Chinese market, the truth is similar. Compared with the sales of "BBA" in China in 2018, the three auto companies in 2019 achieved sales growth against the background of the downturn, but the rankings have changed. Among them, BMW won the championship with 723,700 vehicles (including MINI), and Mercedes-Benz and Audi ranked second and third with 701,200 and 691,100 vehicles respectively.
So no matter from which dimension, the sales gap between BBAs in 2019 is not large. In general, in the world's largest single market, the growth momentum of the three companies is very clear, and they have set new sales records in China. Therefore, the discovery of the next growth point has once again become the tacit understanding of the three.
BMW: the year of new energy vehicles
Over the past two years, the BMW Group has launched more than 40 new products in China, and by 2020, the BMW Group will continue its strong product offensive. According to the "Automotive Talk", BMW will launch 17 new products in 2020, and define 2020 as the "year of new energy vehicles" according to future product characteristics.
For future products, BMW has also proposed a new product strategy, focusing on three major aspects of sports, luxury, and technology to upgrade products. By the end of 2020, the BMW Group will provide Chinese customers with a rich array of new energy products consisting of six models.
Today, BMW has a strong network of more than 400 new energy dealers and a charging network consisting of more than 130,000 public charging piles. In the future, it will continue to expand its dealer network and public charging network in China. It is expected that by the end of 2020, there will be 250,000 public charging poles covering 300 cities, including more than 70,000 DC charging poles.
In addition, it is worth mentioning that 2020 will also be the year of M ’s blessing of BMW. In 2020, BMW will meet customers' expectations and pursuit of BMW high-performance vehicles with a new look and innovative power technology. "This year, the new X5M and X6M, M5 and the new M8 four-door coupe will be launched one after another."
In 2019, while the domestic Mercedes-Benz lineup has made a breakthrough in the field of new energy vehicles, it also welcomes more innovative products targeted at market segments.
In 2020, Mercedes-Benz will launch more than 18 new and modified models in the Chinese market, including the new CLA four-door coupe, the new CLA five-door coupe, the new GLA SUV, the new GLE coupe SUV, the new The first-generation E-Class, Mercedes-Maybach GLS and other products.
Mr. Duan Jianjun, Chief Operating Officer, Sales and Marketing, Beijing Mercedes-Benz Sales & Service Co., Ltd. said: "In 2020, we will continue to make efforts at the brand level to further build Mercedes-Benz into a more affinity, more A 'people-oriented' luxury car brand. "
Audi: suitable for mainstream users
After continuing the two product years of 2018 and 2019, FAW-Volkswagen Audi will upgrade its product offensive with 23 heavy models in 2020. This is also the third consecutive year that the brand has such a large new car lineup. Among them, the mid-model A4L and Q3 Sportback will be the main models.
In addition, in line with the increasingly young mainstream users, Audi will increase the introduction of Audi high-performance models and station wagons to enrich product diversity. Among the new cars listed in 2020, the proportion of high-performance and station wagons will reach 60%. Not only that, FAW-Volkswagen Audi will also build four major cluster brand promotion campaigns this year, and continue to shape the "New Audi" brand image.
In addition, it is worth mentioning that Sun Huibin, executive deputy general manager of the sales department of FAW-Volkswagen Audi, set FAW-Volkswagen Audi's 2020 target to challenge 700,000 vehicles.
Summary: From the perspective of product layout, BMW, Mercedes, and Audi have all launched strong product offensives, but from the current point of view, we still cannot predict where the growth of major car companies in 2020 will come from. But it is certain that no one will win in 2020. Because whether it is Mercedes-Benz, BMW or Audi, they have long thought about it.