Core Viewpoint - The BBA (Benz, BMW, Audi) luxury car manufacturers are facing significant challenges in the electric vehicle era, with their sales and profits plummeting, indicating a shift in consumer preferences towards domestic electric vehicles [4][5][6]. Group 1: BBA Financial Performance - BMW's net profit fell by nearly 30%, while Audi's profit dropped by 37.5%, and Mercedes-Benz's Q2 net profit plummeted by 69% [4][5][11]. - Mercedes-Benz's Q2 net profit decreased from €3 billion to €957 million, a drop of 68.7%, and its sales in China fell by 19% [11][12]. - Audi's operating profit fell by 45.2% to €1.087 billion, and its net profit dropped by 37.5% to €1.346 billion, with a 6% decline in vehicle deliveries [17][18]. Group 2: Market Dynamics - In the first half of the year, domestic car sales in China reached 9.27 million units, a 25% increase, contrasting sharply with the decline in BBA sales [8][34]. - Mercedes-Benz's electric vehicle sales in China fell by 66%, with its market share in the pure electric vehicle segment dropping to 0.16% [13][12]. - Audi's electric vehicle sales also declined by 23.5%, indicating a broader trend of decreasing demand for traditional luxury vehicles [18]. Group 3: Strategic Shifts - BBA manufacturers are struggling to adapt to the electric vehicle market, with Audi retracting its plans for full electrification due to poor sales performance [18][28]. - The luxury car market is witnessing a significant transformation, with domestic brands rapidly gaining market share and consumer trust, while BBA brands are losing their premium status [32][36]. - The shift in consumer preferences towards more affordable and technologically advanced domestic electric vehicles is evident, as BBA brands are unable to compete effectively [37].
暴跌69%，豪车天塌了！