Due to the complexity of the overall economic environment, many industry insiders predicted at the end of last year that the Chinese luxury car market may not be able to maintain the strong growth momentum of the previous two years, but the reality is always a gap with the prediction. Feedback from the market, so far, the domestic luxury car market has not stopped the pace of rapid growth. In the first three quarters of this year, the major luxury car brands in the Chinese market are still growing rapidly.
In this growth, the German troika is still in the first camp, and the competition between the three shows an increasingly stale situation.
However, in the face of the top three Germans, there are also many opponents. Lexus, Infiniti, Volvo, Jaguar Land Rover, Cadillac and DS are all in the fourth place because it is a hurdle. Standing still can further impact the existing pattern of the top three Germans. But there can only be one in the fourth place. The above brands have capital and each has a short board. In fact, this is equivalent to giving these second-tier luxury brands the space to attack and defend each other and seize the gaps of competitors. Therefore, the pattern is not stable, and everyone has the opportunity to go up. All this makes the fourth place look confusing.
Mercedes-Benz Maybach reborn "Volkswagen" short board On November 12th, Mercedes-Benz announced in Germany that its new sub-brand, Mercedes-Maybach, will be officially launched. This new sub-brand will focus on creating top-level exclusive models for customers. At the Guangzhou Auto Show, the Mercedes-Maybach S-Class, the first model of the sub-brand, will also be held worldwide. It is reported that with the continuous expansion of the product lineup, Mercedes-Benz will continue to use the new naming system in 2015.
This year, Mercedes-Benz's performance in China is dazzling. Data show that Mercedes-Benz brand sales in October surged 33% year-on-year to 23,150 units, and cumulative sales in the first 10 months increased 31% year-on-year to 226,635 units.
This kind of performance is integrated with the sales channels that Mercedes-Benz has been conducting since last year, and the market terminal price is relatively uniform. The new-generation Mercedes-Benz C-Class, which was launched in August, is also crucial to the overall market performance of Mercedes-Benz this year. It is reported that increasing the localization rate and launching more new cars is the main plan for Mercedes-Benz in the next three years. Previously, Mercedes-Benz said that in the future, Beijing Benz will launch a variety of compact cars, and equipped with new small displacement engines.
Now, in the three sectors of mass, personality and high performance, Mercedes-Benz is only behind the “Volkswagen” sector. The personality car SMART can be called with the BMW MINI, and the "high performance" AMG is the catching object of BMW Audi. Therefore, Mercedes-Benz is making up for the "popular" sector. It is understood that in the first half of next year, Mercedes-Benz domestic small SUVGLA will be officially listed, and thus the domestic production of Mercedes-Benz predecessor small cars will be opened. By then, the competition between Mercedes-Benz and the old rivals BMW and Audi will be even more fierce, and all of the above will make the "Three Kingdoms Kill" situation of the German troika more complicated.
Jaguar Land Rover plus code localized product line single Jaguar Land Rover's focus is on Jaguar XE and domestic Range Rover Aurora. The Jaguar XE will be Jaguar's first model to be built with the new IQ all-aluminum platform. Jaguar's first SUV to be released in 2016 and the next-generation XF and XE coupe and station wagon versions are also based on the platform. It is reported that Jaguar XE will provide different 2.0T engines. In addition, the new car will be equipped with a 3.0LV6 supercharged engine with a maximum output of 340 horsepower and 380 horsepower. The domestic Range Rover Aurora is the first domestically produced model of Chery Jaguar Land Rover. There is no significant difference between the appearance and interior design and the imported version. It is also equipped with Ford's 2.0TEcoBoost turbocharged engine, which is matched with a 9-speed automatic transmission.
Jaguar Land Rover's exhibit lineup shows that Jaguar Land Rover's current offensive strategy is to achieve localized production to strengthen the localization advantage in China and change the weakness and marginalization of the Jaguar brand. In fact, in the Jaguar Land Rover product line, the Land Rover brand's luxury SUV is undoubtedly its absolute sales force, because its products just cut the pulse of the current market SUV sales in China. However, Jaguar Land Rover also has two hard injuries. One is that the single product line will bury hidden dangers for its long-term development. How long will the SUV market last? This is directly related to the future fate of Jaguar Land Rover. The other is how the Jaguar brand will change and market acceptance.
At present, no matter how the Jaguar Land Rover's domestic sales are laid out, there are still too many interests to be sorted out between Chery, Jaguar Land Rover China and Jaguar Land Rover headquarters.
Infiniti's first domestically produced line to build brand power On November 6, Infiniti's first domestically produced model Q50L was officially launched at Dongfeng Nissan's Fuyang plant; on November 17, Q50L was officially launched in Shenzhen; on November 20th, Q50L became the Infiniti booth. The star, with such a dense exposure, Infiniti opened up a crucial link in the Chinese market - localization. It is reported that the Q50L will work with the follow-up domestic model, the long-wheelbase version of the Infiniti QX50, to help the Infiniti brand challenge the existing pattern of the Chinese luxury car market. Infiniti strives to achieve an annual sales volume of 100,000 units in 2018, of which domestic models account for more than half.
At present, Infiniti's work focus is still on the brand building. Dai Lei, the general manager of Dongfeng Infiniti, hopes to use all-round means to shape Infiniti into the most emotional luxury brand with “young mentality” to resonate with the target group.
At the time when Infiniti's own brand is not strong enough, Dai Lei's plan is a very easy way. Because Infiniti's products are known for their design, their design style has completely got rid of the so-called "rules" in the luxury car market. It is uniquely avant-garde and full of artistic inspiration and has its specific fans. And this positioning does cater to the needs of the new generation of younger generations who are pursuing individuality in the luxury car market.
It is said that Dai Lei's goal is to achieve the ultimate differentiation from other second-line luxury brands while promoting localization and further enriching the product line, in order to achieve "unique" win.
Lexus's "four brothers" bet on hybrids On November 19th, Lexus's new SUVNX was officially launched at the Guangzhou Auto Show. The Lexus NX has a sharp and individual design with a length, width, height of 4,630 mm, 1,845 mm and 1,645 mm and a wheelbase of 2,660 mm.
It is reported that NX will be equipped with Lexus' new RemoteTouch information operating system, and equipped with 360-degree panoramic surveillance camera, lane departure warning system, full-speed dynamic radar cruise control system and other security configurations. According to the power system, the new car offers three different options: NX200, NX200t and NX300h.
Lexus has occupied the position of luxury car "four brothers" in the Chinese market for many years. In the first few years of entering the Chinese market, Lexus's excellent market performance with service wins can be described as arrogant.
However, under the combined influence of factors such as “recalling the door”, excessive displacement, and the Diaoyu Islands incident, the light of this Japanese premium car brand has dimmed in the past two years.
The data shows that Lexus has been overtaken by Jaguar Land Rover since 2012. The missed domestic opportunity is considered to be the most important reason for Lexus to lose in China.
For the future, the “Shangfang Sword” that Lexus recruited for itself is a small displacement and hybrid. Toyota's hybrid technology has been recognized by consumers around the world, and as its high-end brand, Lexus has brought the hybrid to the extreme, and Lexus hopes it will regain its former aura. Therefore, the market performance of NX is obviously crucial.

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