Core Insights - The sales performance of German luxury car brands in the Chinese market has significantly declined, with BMW, Mercedes-Benz, and Audi all reporting varying degrees of sales drops in 2023 [1][2][4]. Sales Performance - BMW's sales in China for Q3 2023 were 147,100 units, a slight decrease of 0.4% year-on-year, while the total for the first three quarters was 464,000 units, down 11.2% year-on-year, marking China as its only declining market globally [1]. - Mercedes-Benz reported Q3 sales of 125,000 units in China, a decline of 27%, and a total of 418,000 units for the first three quarters, down 18% year-on-year [2]. - Audi's sales in China for the first half of 2023 saw a decline of over 10%, although specific Q3 figures were not disclosed [2]. - Porsche faced a more severe challenge, with Q3 sales in China at 32,200 units, down 26% year-on-year [2]. Market Dynamics - The customer traffic in luxury car showrooms has decreased, with many potential buyers opting for domestic high-end brands instead of German luxury vehicles [1][2][3]. - Discounts on various models are significant, with some Audi models offering discounts up to 120,000 yuan and Mercedes-Benz models exceeding 100,000 yuan [2]. Competitive Landscape - Domestic brands are increasingly competing with German luxury cars across various price segments, with models from Tesla, NIO, and others gaining traction [4][5]. - The market share of German luxury brands has dropped from 18.4% in January to 14.3% in September 2023, indicating a significant loss in retail market share [5]. Electric Vehicle Transition - German luxury brands are lagging in electric vehicle (EV) sales, with models like BMW's iX3 and iX1 showing low monthly sales figures [6]. - Analysts highlight three main challenges for German luxury brands: the need for a stronger shift towards electric and smart vehicles, cautious consumer purchasing behavior, and the perception of poor value for luxury cars [6][7]. Strategic Adjustments - In response to the electric vehicle trend, German brands are adjusting their strategies, with Audi retracting its timeline for phasing out internal combustion engines and BMW reviving its range-extended hybrid technology [7]. - There is a focus on enhancing resource allocation efficiency in the Chinese market, including leveraging local supply chains and developing localized products [7].
宝马、奥迪、奔驰等德系豪车，为啥卖不动了？