Once upon a time, consumers were still proud to drive BBA, and Porsche was still a tool for most internet celebrities to flaunt their wealth. But with the arrival of the new energy era, everything has "changed its flavor".

Mercedes Benz and Porsche are not good anymore?

The Chinese market used to be the largest sales market for German luxury car companies, but now it has become the market with the largest decline in sales. BMW's sales in the Chinese market in the third quarter decreased by 0.4% year-on-year to 147000 units. Mercedes Benz and Porsche sold 125000 and 11000 vehicles respectively in China in the third quarter, a year-on-year decrease of 27% and 20.7%.

According to the sales information released on Porsche's official website for the first three quarters, the main reason for this decline is still the severe market environment, especially in the luxury car segment and the fierce competition in the Chinese market. Industry insiders believe that the electrification transformation of German luxury brands has been too slow, leading to this situation. Especially, Mercedes Benz and Porsche have performed poorly in the electric vehicle market. Mercedes Benz's EQ series, which has just made a name for itself, has been abandoned again.

Although Porsche was the earliest ultra luxury brand to launch electric vehicles, it did not develop a dedicated model for the Chinese market, and the performance of its products in the market did not meet expectations. In September of this year, Porsche significantly adjusted its product strategy, shifting back towards fuel and hybrid power while slowing down the pace of electric vehicles.

BMW, which has performed relatively well, has gained a certain share through discounts. According to online data, the BMW 5 Series has seen the most significant price reduction, with the entry-level model dropping from 439900 yuan to approximately 260000 yuan, a decrease of 40%.

Can't keep up with the times and be abandoned?

Independent brands have changed the landscape of the luxury market with the help of new energy and intelligence. The price range of 700000 yuan seems to have been conquered by domestic luxury brands. On September 12th this year, the blind order volume for the launch of the U8L long wheelbase version exceeded 20000 units in a single day, breaking the pre-sale record for high-end SUVs in China; On September 16th, the Zunjie S800 received over 14000 orders for pre orders, which is close to the total sales of the "78S" model in the first half of this year.

In addition, many brands have launched "9 Series" models, constantly impacting the luxury market of over 300000 yuan. With the changes in the economic situation in recent years, consumers' psychology has also begun to change. Compared to brand premiums, consumers are more inclined towards real experiences.

In addition to the outbreak of domestic brands, the American brand Tesla has also performed well. The latest data released by the China Association of Automobile Manufacturers on October 10th shows that Tesla's sales of Chinese made electric vehicles in September increased by 2.8% year-on-year, 9.2% month on month compared to August, reaching 90812 units. Tesla has also gained a considerable share in the Chinese market due to its time advantage, and the key is that it has taken away many potential customers from BBA.

finally

The experience of German luxury brands has fulfilled the popular saying: "When the times abandon you, don't even say goodbye." It has also made veteran luxury brands feel what Chinese speed is.