In the past two years, there have been many bad-mouthing voices about BBA, such as BBA being overtaken by a curve and falling behind, new car-making forces are going to surpass BBA, BBA's new energy vehicles are industrial waste, and so on.
But, is BBA really as miserable as it is said on the Internet? In other words, will new car-making forces surpass BBA in such a short period of time? The answer may disappoint many people.
was on the list of high-end cars in June (priced at more than 350,000 yuan), and BBA still dominates the list.
The Mercedes-Benz E-Class ranked first. It sold 16,400 units last month. This is a medium-to-large sedan with an average price of about 500,000 yuan. Such a sales performance is enough to show the appeal of the Trident logo in China.
Audi A6L followed closely behind, selling 15,800 units last month. The excellent price-performance ratio is the killer feature of this car. The landing price is much lower than that of BMW 5 Series and Mercedes-Benz E-Class. The Audi A4L of the same family ranked third, selling 15,500 units last month.
Ranked fourth to sixth are BMW 3 Series, Mercedes-Benz C-Class, and BMW 5 Series. The top six are all BBA models, and the seventh place is still the traditional luxury brand Cadillac CT5. It was not until the eighth place that the first new energy vehicle appeared, which is Jikrypton 001.
From the sales list, it can be seen that none of the new car-making forces that have been hyped up on the Internet, and those new car-making forces that have been praised by domestic netizens as gods, made it to the list.
If you only talk about driving experience, I believe that some domestically produced new energy models have already surpassed the BBA models on the list. There are also driving costs, car-machine systems, assisted driving capabilities, and domestic new energy models, all of which are superior to these models, but is this enough to complete corner overtaking? not enough.
On the one hand, there are not many domestic new energy cars with a price of more than 350,000. Jikrypton 001, Weilai ET5, Weilai ET7, Zhiji L7, Gaohe HiPhi Z, Lantu Chasing Light, and Great Wall Mechalong are just a few of them. The most popular domestic new energy models are SUV models. So the question is, why don't domestic brands launch more high-end new energy cars? The reason is simple. The barriers of this market segment are too difficult to break through. A lot of research and development costs are spent on research and development of high-end new energy vehicles, and the input-output ratio is low.
On the other hand, BBA’s high-end car models have a deep-rooted domestic reputation and mass base, which is difficult to shake. Until now, when you mention high-end cars, you probably think of new energy models such as Zhiji L7 and Jikrypton 001, but familiar Mercedes-Benz E-Class, BMW 5 Series, etc. Consumers in this market segment are mainly middle-aged people with certain economic strength. If you give up BBA for a domestic brand you have never heard of, they will most likely think you are out of your mind.
Therefore, although we all believe that domestically produced new energy vehicles will gain a foothold in the high-end field sooner or later and replace BBA, we must not be too optimistic about this historical process. The foundation of traditional luxury brands such as BBA is far stronger and more difficult to shake than we think. Domestic high-end brands still have a long way to go.
