Changes in luxury car companies high-level market next year melee

In 2012, the competition in the luxury car market came to an end. Ashkenazi brand is the biggest winner. Audi sales volume increased by 30.7% year-on-year, BMW's growth rate was nearly 30%, Mercedes-Benz's growth rate was only 4.2%. Japanese brands entered the low point and the sales volume generally declined under the influence of Sino-Japanese relations. The American Cadillac team is alone. The overall situation; Peugeot Citroen Group's DS as a representative of the legal system, after the knowledge into the Chinese market, but with a unique French luxury concept, still full of confidence. However, with a series of personnel changes in various brands, the next 2013 will be how to develop the luxury car market.

German Department of luxury brand personnel changes, "cutting" power is the main theme

Near the end of the year, following the announcement of the early retirement of President and CEO of BMW Greater China two weeks ago, another BMW executive in China was once the company's “Left” and “BMW” responsible for BMW sales. President Lu Yi has offered to resign and leave.

According to sources, the departure of Stangko was due to the receipt of rights by the BMW Group. Previously, Steincom’s BMW China, on the one hand, understands the Chinese market, and has developed a strong market strategy that helps BMW to grow rapidly in China, but on the other hand, with China becoming BMW’s largest sales market, BMW China is in the BMW Group. The status of BMW has increased and the level of attention of BMW Headquarters to BMW China has also gone up. BMW China’s excessive autonomy is bound to arouse the alertness of BMW headquarters.

It is reported that in November, BMW China introduced a measure that stipulated that BMW authorized dealers in China could not guarantee the BMW products for informal channels. It was this move that angered the BMW headquarters and became the trigger for the departure of Sternenko.

Coincidentally, Mercedes-Benz China is also carrying out large-scale personnel adjustments and strengthening its management of the Chinese market. On the 12th, Daimler's board of supervisors appointed Hubertu Troska as a new member of the company's board of directors, specifically responsible for the Chinese market. This is the first time that Daimler has set up a board of directors exclusively for the Chinese business, which fully demonstrates Mercedes-Benz's emphasis on the Chinese market. At the same time, Troska will become the new chairman and CEO of Daimler Northeast Asia Investment Co., Ltd., responsible for Daimler's strategic implementation and operations in the Chinese market. Starting from January 1, next year, Mercedes-Benz China Smart Brand Director will be replaced by Li Desi, currently head of Mercedes-Benz China Business Development Department, demonstrating Smart's determination to continue to expand the Chinese market.

Audi is the biggest seller of all luxury brands in China and has maintained a good momentum of growth. Although the gap has been narrowed by BMW China in the past two years, with the turmoil of BMW’s top executives in China, BMW’s China The direction of development is uncertain, and Audi seems to be able to take a break. At the same time, Mercedes-Benz has finally completed the integration of channels. In the next year, the three major brands in the Ashkenazi are the “three-nation melee” or the “doubile heroes for hegemony,” and it is still not clear.

Japanese luxury brand "cultivation and maintenance", waiting for the next spring

Under the influence of Sino-Japanese relations, Japanese brands bear the brunt of the impact, and sales have declined at different rates. However, the same sales decline, into a cyclical downturn, the situation facing different brands is quite different, some brands are normal "cold", and some brands are serious to the extent of "strangling."

It can be said that this winter, the Japanese luxury car brand has fully entered the "rehabilitation and cultivation" phase, while adjusting the internal layout, while low-key to repair the image in the public's mind, waiting for the full recovery of the next spring.

Lexus announced the personnel changes in December. Our reporter learned from Toyota China that the current deputy general manager, Nozaki Matsusuo, will leave the company and Jiang Jizhe, the deputy general manager of GAC Toyota two years ago, will also take over and will assume office in January of next year. After the Diaoyu Islands incident, sales of Japanese car companies in China fell all the way. Faced with various crises, companies hope to use personnel changes to bring new opportunities and help brands reopen the situation.

This year, Infiniti announced its domestic production and hoped to increase its pace to enter the Chinese market. However, after August sales were greatly affected and the localization process slowed down. Last Tuesday, Infiniti announced the opening of a new naming system to establish a clear and clear identification system to enhance consumer understanding of Infiniti products. This shows that although Infiniti’s current sales in China are at a low level, it has not stopped its progress and is seeking breakthroughs in all aspects.

Compared with Lexus and Infiniti's “cold and cold”, due to poor management, the phenomenon of dealers appearing to withdraw from the net can be considered as a “snapping”. This has no negative impact on product sales, service quality, or the reputation of Acura brand reputation. Can we turn the tide and go out of the unfavorable situation in China? Accomplishing more than just waiting, we need a positive attitude and effective measures.

The self-rescue action of Japanese luxury cars next year will change the pattern of Japanese luxury cars in the Chinese market, and will also affect the new changes in the entire luxury car market. Especially in the South China market where the brand foundation is relatively solid, how to revive market confidence is the key to the recovery of Japanese brands.

"Non-mainstream" luxury car brand promotes localization in China

Cadillac has always supported the overall situation of the US-based brands. However, due to insufficient models and localization, it has affected the speed of brand development in China. This year, Cadillac has announced that it will introduce more new models into China in 2013, and also The introduction of additional models such as the XTS and the extended models for the Chinese market will further accelerate the process of localization in China.

Another fast-growing brand is Jaguar Land Rover. Although the amount of holdings is not high, its growth rate is alarming. This year, Jaguar Land Rover and Chery formed a joint venture to accelerate localization. However, in the long run, leaving the strong technical support of the Ford Group, Jaguar Land Rover as a luxury car brand, whether it can maintain excellent quality and continuous innovation of the overall strength is also unknown.

Although Volvo is also a European brand, the development in the Chinese market has been tepid. Although the product has a good reputation, there is a big gap in sales. Recently, Volvo also announced that it will increase the import of models in China in 2013. The launch of the market brought in more than 10 new models and expanded its product line in China. In October, Fu Qiang and Liu Yan, both presidents and vice presidents of Volvo China Sales Corp., came from Beijing Benz and FAW-VW Audi. They have a deep understanding of the Chinese luxury car market and rich experience. They believe that Volvo will have a luxury car in 2013. The market will have a new breakthrough.

Peugeot Citroen Group's DS brand, compared to entering China at the latest time. From the product's technical style and appearance interior design and other luxury car brands are very different, fully explain the French people's different understanding of luxury. Although the current sales can not be compared with the German three major luxury car brands, but with the development of the Chinese market, users can not rule out the luxury car to see more conventional luxury models, after the appearance of fatigue, I hope to choose a special Trinidad Lonely car this possibility.

With the intensification of competition further, I believe that the price war of luxury cars will not stop, and how to increase sales while ensuring reasonable profits, which is a test of the strength of car companies. It is believed that in 2013, the battle for the luxury car market will be very exciting.