Review whole car market, also did not resemble the figure with such BBA vivid colors again, speak each other already, agree again external. Run quickly, BMW, Ao Di, these 3 come from luxurious car brand of Germany, resemble coming from same of a village " hair is small " ; Between each other omniscient, accomplish each other not only on ongoing journey, still from time to time each other uncovers a sb's past. Ferial in, 3 person between mutual " fight placard " , successful like 3 personage explodes with the Duan Zi of home town each other makings in former days anecdote.
Without do not become a book opportunely, just is the status with same BBA and BBA the position of the first a group of people of same interest in luxurious car market, both bring out the best in each other, make second line luxurious the brand cannot get sufficient attention in public eye shot. Up to now luxurious brand jumps neither one second line litre to the first a group of people of same interest, change BBA3 is short of the situation of one. Nimble leopard ever went out with the formal growl of placard " ABB+J " catchword, however, the actual strength of this panther and one's previous experience did not get the self-identity of the market. Nowadays, BBA still is BBA, nimble leopard still is nimble leopard, other second line is luxurious brand still such.
The rank game of BBA
Arrive from ABB BBA, no matter how change, changeless is heart department luxurious of 3 brother by turns sort. If not be,be troubled by between Ao Di and agency cannot dispute, so what the order of ABB still won't change probably is so fast.
The data that the meeting that multiply couplet publishs shows, 2017 first half of the year, run quickly (contain Smart) sales volume is 304017, grow 34% compared to the same period, surmount BMW and Ao Di, sit the head of the first a group of people of same interest an ancient folding chair. In the meantime, BMW (contain MINI) sales volume is 293280, grow 18.4% compared to the same period. Only Ao Di appears to enjoy growth compared to the same period, drop compared to the same period 12.2% , sales volume is 253635.
Apparently look, ao Di because agency concern be a burden on, luxurious car the throne submissively of champion of the first a group of people of same interest lets a person, but run quickly, BMW accelerates mainland to change and send force to also be worn in profound change continuously this one pattern. The beginning of the year, just end the adjustment January period, in the sales volume seniority Feburary, BMW is become with 40700 sales volume carry off the head of a list of names posted up of the first a group of people of same interest, become exclusive a more than 40 thousand luxurious brand. And run quickly to be bent with 36277 sales volume achievement only house the 2nd, but be as high as 41.9% compared to the same period amplitude indeed breathtaking, the argue between its and adumbrative also BMW did not end. New round rank game also will begin formally. Nowadays, sales volume of X1 accumulative total achieves 42727 first half of the year this year, compared to the same period amplitude is as high as 141.6% . In 300 thousand yuan of above compact model SUV market, the sales volume of X1 and add fast get along more than far the GLA of same fractionize market. In the meantime, brand-new on June 23 5 departments appear on the market formally, be in in large car market, BMW 5 departments and run quickly E class should begin again new round argue, its are intense degree cannot be despised. Be based on this, BBA sort runs quickly mediumly, BMW, Ao Di, whether can become BMW, run quickly, Ao Di, be worth to expect. Nevertheless, changeless from beginning to end is BMW, run quickly, Ao Di is in luxurious brand the market structure of the first a group of people of same interest.
The trouble with luxurious second line
A kind of trouble is called " the child of others home " . However, in luxurious car market, for luxurious to second line brand, BBA just is this part. Should squeeze into luxurious car from do sth on a large scale the nimble leopard of the first a group of people of same interest, to the other brand that goes silently before encourage, all without exception of numerous and luxurious brand is longed for day and night to this.
The sales volume data that the meeting that multiply couplet publishs shows, this year first half of the year, kaidilake ascends with 80795 sales volume achievement sales volume of body luxurious brand ranks the 4th, become be close to the luxurious brand with the first the closest a group of people of same interest. In former days, cry piece " ABB+J " nimble leopard ranks with 67103 achievement 5. Although both add fast more swift and violent, it is respectively 71% with 26.2% , but even if rank 4 Kaidilake, its sales volume also is the 1/3 that is in the 3rd Ao Di only. Accordingly, to its, of the road that moves toward summit of luxurious brand summit still block and long. In the meantime, accumulative total sales volume exceeds 60 thousand first half of the year still have Leikesasi, with compared to the same period of 31% add fast the sales volume that reachs 60511.
Besides afore-mentioned besides, eulogize and Lincoln are added fast likewise breathtaking, it is respectively 442% with 97.1% , but confine is measured at both body lesser, still need with greater efforts. Additional, in luxurious car market an auspicious situation falls, besides the Ao Di that suffer agency concern be a burden on and enjoys growth, DS also appears type of cutting sb in two at the waist glides. Sales volume is only June 503, compared to the same period the negative growth of 50.8% , and first half of the year accumulative total sales volume 3133, drop extent prep above that month, scale is - 64.1% .
Actually, the pattern of luxurious car market has mark but abide. Above all, suffer income to the level rises and exchange the wave that buy wind, the whole of luxurious car market goes situation it is better and better to be in. Accordingly, the luxurious brand that all product position reachs the designated position can divide a cup of a thick soup from now on; Next, higher-priced product, consumer takes its brand all the more seriously. Accordingly, brand force is bought in consumer decision-making in held very large proportion, there is apparent difference between the product after all.
Then, leikesasi advocate hit " craftsmanship character " , nimble leopard plays turn " athletic agitation " , wo Erwo is sung loudly it is with the person honour " safe path " etc, dou Jixi hopes to be able to give the brand besides BBA to take a few spaces more at be on consumer acknowledge. Besides be in on brand image besides make an issue of, second line is luxurious brand people old on product position also write an essay. Seek a brand with own brand up same, the poor dissimilation competition that relies on a product is a way that deserves a trial. It is in order to rank the luxurious brand of the 4th exemple, kaidilake accumulative total sells XT5 first half of the year 30405, grow 323.4% compared to the same period, rank Kaidilake a list of names posted up of sales volume of the product below the banner head, occupy its the scale of total sales volume is as high as 37.5% .
Accordingly, although the market situation of luxurious car auspicious, but, to the luxurious brand besides BBA, achieving bigger breakthrough on sales volume hard still is very big worry.