Despite the slowdown in the growth of luxury cars in China, the luxury car makers' confidence in their sales expansion in China continues unabated. On December 5, GM’s luxury brand Cadillac officially released a new LOGO and future brand strategy. The plan shows that in the future, Cadillac will expand its product line and launch a total of 11 models including cars, sports cars, and SUVs. In fact, since the beginning of this year, major luxury brands, especially second-tier luxury brands, have been rushing to release new strategies while at the same time intensifying competition in the market, and have continuously focused their market on China. According to industry insiders, as more luxury brands complete home-made and channel construction plans, the luxury car market in 2015 will start a new round of competition.
　　 Second-tier brands are growing rapidly
In fact, the second-tier luxury car market is racing to grow even faster compared to the long-term growth rate of the top three Audi, BMW and Mercedes-Benz.
According to reports, at present, China is the second largest market for Cadillac in the world, second only to the United States. In the first 11 months of this year, Cadillac sales in China reached 64,359 units, an increase of 50.7% over the same period last year. Cadillac said that it will launch nine new models in the Chinese market in the next five years. And by 2018, 95% of the Cadillac models sold in China will be produced locally. In addition, Cadillac will be the first in China to apply 4G LTE technology to a domestic model in the next year.
Look at the Jaguar Land Rover. This year, the Chinese market will soon be harvested with a beautiful annual sales of 120,000 cars. This not only means that Jaguar Land Rover China has exceeded the threshold of selling 100,000 vehicles for the first time, but also consolidates its fourth-placed sales in China's luxury car market; Volvo's performance in China is equally dazzling. Accumulated sales exceeded 65827 in the first 10 months of this year. Vehicles, an increase of 35.8% over the same period last year. Volvo expects that sales in the Chinese market this year will exceed 80,000, and China has become Volvo's largest market in the world.
In the face of the rapid growth of the Chinese luxury car market, the contribution of the Chinese market to the global sales of second-tier luxury brands has also begun to increase. Among them, Jaguar Land Rover has increased from 21.3% in the same period of last year to 26.3%, an increase of 5 percentage points year-on-year. General Motors is even more aware of the importance of the Chinese market. As early as 2010, China has become the world's largest single market. In 2013, GM sold 1/3 of its sales from China. According to Dan Amman, President of GM, GM plans to invest a total of US$14 billion in China in 2014-2018, and 60 new or modified models will be introduced during the period. "The importance of the Chinese market cannot be overemphasized," said Dan Oman.
　　 "Custom China" products first
It is worth noting that, in the context of a full-scale exploration of the luxury car market, mid-size cars have become a new “blue sea†in the luxury car market competition. This segment of the market remains strong when the growth of the luxury car market slows down this year. According to data from the National Passenger Vehicles Association, the two segments of SUVs and mid-size cars have boosted the growth of the luxury car market this year.
Analysts believe that the mid-size car has become a new representative of the luxury car market, taking into account the luxury performance of the mid-level luxury car, and become the new darling of Chinese potential consumers. From the second-tier luxury brand's product introduction program, they can also find their efforts in the competition of product introduction in the Chinese market.
According to reports, Cadillac will launch more products to gain support from young consumers. This strategy is called "building the relevance of the Cadillac brand and the millennial generation of luxury car consumers." John De Nieu said that in the small luxury car market, Cadillac will launch a new model to win young consumers. Cadillac will also cover vehicle models in the current compact, compact SUV segment.
Lexus has introduced two new products this year, and NX, as a medium-sized SUV product, will be the main force Lexus will use to impact sales in the Chinese market in the future. Infiniti, by launching the Q50 in China, has paved the way for localization and hopes to compete with the Audi A4L, the BMW 3 Series and the Mercedes-Benz C-Class for the entry-level market. Volvo said that in the next four years, the main driving force for its growth will come from technology updates, product updates and new product launches. It is reported that following the new XC90, Volvo will launch a new luxury sedan, which is planned to be produced in a Chinese factory and will be exported to other parts of the world.
　　 Deep localization to seize market share
Some analysts believe that in the past few years, second-tier luxury cars have missed the domestic initiative, making them lack flexible response measures in the face of market changes. The Gasgoo Institute’s statistical results show that in the first three quarters of this year, the top ten luxury brands sold in the Chinese market totaled 1.291 million, of which Audi, BMW and Mercedes-Benz Ashkenazi three accounted for 955,000, accounting for 73.9%. It can be seen that the gap between the sales volume of the second-tier luxury brands and the first-line brands remains significant.
In response, various second-tier luxury brands have announced their domestic plans in recent years. They have launched counterattacks against the top three German teams in China and seized more market share. After Infiniti announced its domestic plan last year, the first domestic Q50L entry-level luxury sedan has now rolled off the factory in Shenyang, and by 2016, Infiniti hopes to capture 10% of the luxury car market. Like Infiniti, Jaguar Land Rover is expected to make its first car in 2015. In October this year, its first domestic model Aurora was formally launched. The future Land Rover brand also hopes to occupy 10% of China's luxury SUV market share.
Prior to this, after Geely acquired Volvo, it launched the domestic model Volvo S60L. According to the plan, around 2020, Volvo’s market share in China will double that of today, and the target is also expected to be 10%. The Cadillac brand, which has high hopes for the Chinese market, will introduce the domestic ATS-L long-axis version to the Chinese market in the second half of this year. Recently released a new brand strategy, and revealed the future of new vehicle planning.
Many authoritative agencies predict that by 2016, China will surpass the United States to become the world's largest luxury car market. Industry insiders believe that deep localization will become an important strategy for luxury car brands to compete for global commanding heights. 2015 will be the time when this plan is put into effect. Whether the second-tier luxury cars will occupy more market share in the domestic luxury car market will even affect its global market structure.
　　 Second-tier brands are growing rapidly
In fact, the second-tier luxury car market is racing to grow even faster compared to the long-term growth rate of the top three Audi, BMW and Mercedes-Benz.
According to reports, at present, China is the second largest market for Cadillac in the world, second only to the United States. In the first 11 months of this year, Cadillac sales in China reached 64,359 units, an increase of 50.7% over the same period last year. Cadillac said that it will launch nine new models in the Chinese market in the next five years. And by 2018, 95% of the Cadillac models sold in China will be produced locally. In addition, Cadillac will be the first in China to apply 4G LTE technology to a domestic model in the next year.
Look at the Jaguar Land Rover. This year, the Chinese market will soon be harvested with a beautiful annual sales of 120,000 cars. This not only means that Jaguar Land Rover China has exceeded the threshold of selling 100,000 vehicles for the first time, but also consolidates its fourth-placed sales in China's luxury car market; Volvo's performance in China is equally dazzling. Accumulated sales exceeded 65827 in the first 10 months of this year. Vehicles, an increase of 35.8% over the same period last year. Volvo expects that sales in the Chinese market this year will exceed 80,000, and China has become Volvo's largest market in the world.
In the face of the rapid growth of the Chinese luxury car market, the contribution of the Chinese market to the global sales of second-tier luxury brands has also begun to increase. Among them, Jaguar Land Rover has increased from 21.3% in the same period of last year to 26.3%, an increase of 5 percentage points year-on-year. General Motors is even more aware of the importance of the Chinese market. As early as 2010, China has become the world's largest single market. In 2013, GM sold 1/3 of its sales from China. According to Dan Amman, President of GM, GM plans to invest a total of US$14 billion in China in 2014-2018, and 60 new or modified models will be introduced during the period. "The importance of the Chinese market cannot be overemphasized," said Dan Oman.
　　 "Custom China" products first
It is worth noting that, in the context of a full-scale exploration of the luxury car market, mid-size cars have become a new “blue sea†in the luxury car market competition. This segment of the market remains strong when the growth of the luxury car market slows down this year. According to data from the National Passenger Vehicles Association, the two segments of SUVs and mid-size cars have boosted the growth of the luxury car market this year.
Analysts believe that the mid-size car has become a new representative of the luxury car market, taking into account the luxury performance of the mid-level luxury car, and become the new darling of Chinese potential consumers. From the second-tier luxury brand's product introduction program, they can also find their efforts in the competition of product introduction in the Chinese market.
According to reports, Cadillac will launch more products to gain support from young consumers. This strategy is called "building the relevance of the Cadillac brand and the millennial generation of luxury car consumers." John De Nieu said that in the small luxury car market, Cadillac will launch a new model to win young consumers. Cadillac will also cover vehicle models in the current compact, compact SUV segment.
Lexus has introduced two new products this year, and NX, as a medium-sized SUV product, will be the main force Lexus will use to impact sales in the Chinese market in the future. Infiniti, by launching the Q50 in China, has paved the way for localization and hopes to compete with the Audi A4L, the BMW 3 Series and the Mercedes-Benz C-Class for the entry-level market. Volvo said that in the next four years, the main driving force for its growth will come from technology updates, product updates and new product launches. It is reported that following the new XC90, Volvo will launch a new luxury sedan, which is planned to be produced in a Chinese factory and will be exported to other parts of the world.
　　 Deep localization to seize market share
Some analysts believe that in the past few years, second-tier luxury cars have missed the domestic initiative, making them lack flexible response measures in the face of market changes. The Gasgoo Institute’s statistical results show that in the first three quarters of this year, the top ten luxury brands sold in the Chinese market totaled 1.291 million, of which Audi, BMW and Mercedes-Benz Ashkenazi three accounted for 955,000, accounting for 73.9%. It can be seen that the gap between the sales volume of the second-tier luxury brands and the first-line brands remains significant.
In response, various second-tier luxury brands have announced their domestic plans in recent years. They have launched counterattacks against the top three German teams in China and seized more market share. After Infiniti announced its domestic plan last year, the first domestic Q50L entry-level luxury sedan has now rolled off the factory in Shenyang, and by 2016, Infiniti hopes to capture 10% of the luxury car market. Like Infiniti, Jaguar Land Rover is expected to make its first car in 2015. In October this year, its first domestic model Aurora was formally launched. The future Land Rover brand also hopes to occupy 10% of China's luxury SUV market share.
Prior to this, after Geely acquired Volvo, it launched the domestic model Volvo S60L. According to the plan, around 2020, Volvo’s market share in China will double that of today, and the target is also expected to be 10%. The Cadillac brand, which has high hopes for the Chinese market, will introduce the domestic ATS-L long-axis version to the Chinese market in the second half of this year. Recently released a new brand strategy, and revealed the future of new vehicle planning.
Many authoritative agencies predict that by 2016, China will surpass the United States to become the world's largest luxury car market. Industry insiders believe that deep localization will become an important strategy for luxury car brands to compete for global commanding heights. 2015 will be the time when this plan is put into effect. Whether the second-tier luxury cars will occupy more market share in the domestic luxury car market will even affect its global market structure.
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