Core Insights - BBA (BMW, Benz, Audi) is facing significant challenges in the electric vehicle (EV) market, with drastic declines in sales and profits, particularly in China [1][2][4] - The perception of BBA brands as outdated and less appealing compared to new entrants like Tesla and NIO is contributing to their struggles [2][4] - Price reductions have not effectively boosted sales and have instead harmed brand value, leading consumers to consider domestic alternatives [2][4] Sales Performance - BMW's net profit plummeted by 83.8%, Mercedes-Benz by 55.8%, and Audi by 37.5% [1] - In China, BMW's sales dropped by 15.5%, Mercedes-Benz by 14%, and Audi by 10.2% [1] - Electric vehicle sales for Mercedes-Benz fell by 31%, and Audi by 23.5%, while BMW saw an 18.5% increase in electric sales, though this was not enough to offset overall declines [1] Brand Perception - Consumers still view BBA as leaders in traditional fuel vehicles, while their electric offerings are seen as makeshift [2] - New energy brands are perceived as more innovative and appealing, leading to a shift in consumer loyalty [2][4] Product Issues - BBA's electric vehicles are primarily based on modified internal combustion platforms, leading to inherent design flaws [4] - Features that are standard in domestic competitors, such as air suspension and advanced driver assistance systems, are often optional in BBA vehicles, making them less competitive [4] - Technical issues, such as poor wiring and frequent motor failures, have raised doubts about BBA's engineering quality [4] Strategic Responses - BBA is attempting to adapt by accelerating localization and collaborating with tech companies for smart driving solutions [6] - Mercedes-Benz has revised its electrification goals, aiming for a maximum of 50% of its models to be new energy vehicles [6] - Audi is partnering with Huawei to enhance its intelligent driving systems [6] Market Outlook - The penetration rate of new energy vehicles in China is expected to exceed 50% by 2025, intensifying competition [6] - New energy brands are focusing on user experience and technology, while BBA must innovate to avoid marginalization [6][7]
电动困局，BBA折戟！电车沦为杂牌，差在哪儿？