Traditional automobile sales data before and after the epidemic

Recently, the association announced the sales data for February 2020. Affected by the outbreak of the epidemic, the retail volume of narrow passenger cars in February was 250,000, down 78.7% year-on-year; 1-In February, the cumulative sales volume was 1.969 million vehicles, with a year-on-year negative growth of 4 1%. The overall automobile market showed a deep negative growth. In terms of the automobile market, the automobile sales volume in February was 6.5438+0.26 million, down 78% year-on-year and 84.5% quarter-on-quarter. The cumulative sales volume was 945,000 vehicles, down 42.6% year-on-year. Then subdivide, what is the performance of the high-end car market? Let's take a look today.

Note: The data comes from the February 2020 comprehensive sales ranking express published by the Association, and the selection standard of mid-to high-end cars is the starting market guidance price of more than 300,000 yuan.

Interpretation of TOP 10 vehicle sales in February

①.？ This month's sales crown was sold by Tesla Model? 3 won, which is the first time this model has entered the high-end car sales list. It is worth noting that the estimated monthly sales volume is 3,900 vehicles;

②.？ Except for Tesla models? Except for the sales volume in the same period, the sales volume of the other nine models declined seriously. Among them, mercedes benz c Class and Mercedes-Benz E Class can still have a monthly sales volume of 3,000+under the influence of the epidemic, and the product strength and brand strength are worthy of recognition;

③.？ Judging from the year-on-year data, the BMW 3 Series has the largest decline, reaching 965,438+0.7%; Followed by Volkswagen Huiang and Jaguar XFL, the sales of the two models decreased by 87. 1%, of which Jaguar XFL sold only 44 vehicles per month.

Let's take a look at the specific performance of 10 before the sales of high-end cars in February.

Tesla model? In February, it harvested 3,900 (estimated) vehicles and won the top-end vehicle sales crown, which is closely related to the growth of delivery volume. As a new energy vehicle, it can be said that it shows good product strength and influence on consumers in the face of many popular fuel vehicles. On February 14, Tesla Shanghai factory officially resumed production. Song Gang, the manufacturing director of Tesla Shanghai Factory, once revealed that at the end of this year, the domestic Tesla Model? 3. All components will be localized. Then the increase in the localization rate of parts will definitely further reduce the price of cars. What about Tesla models? 3 will further enhance its market competitiveness, and its future market performance is worth looking forward to.

In February, mercedes benz c ranked second in the ranking with monthly sales of 365,438+065,438+06 vehicles. Compared with its competitor BMW 3 Series, its huge sales advantage is self-evident. At present, according to Xiao Zhi's information, the price of 2020 mercedes benz c-class terminals is generally between 45,000 and 55,000 yuan. Coupled with the high-quality product strength and the profound influence of Mercedes-Benz brand, the market competitiveness of mercedes benz c-class terminals has been further enhanced. ?

The third-ranked Mercedes-Benz E-Class harvested 30 17 vehicles in February, down 67.5% year-on-year. Compared with competing models Audi A6L and BMW 5 Series, Mercedes-Benz E-Class has no small advantage in sales. It is undeniable that excellent sales performance can not be separated from terminal concessions. At present, Xiao Zhi has learned that the profit margin of 2020 Mercedes-Benz E-Class terminals in Shanghai is generally around 50,000 yuan, and dealers in some regions have given a discount of 60,000 yuan.

The monthly sales volume of Audi A6L was 19 10, down 75.6% year-on-year. Audi A6L, as the main model of FAW-Volkswagen Audi in the C-class automobile market, is deeply loved by high-end consumers with its calm design, rich technology configuration and good reputation accumulated in the market for many years. At present, Xiao Zhi has learned that the discount range of 20 19 Audi A6L terminal in Shanghai is 60,000-80,000 yuan.

In 20 19, BMW 5 Series won the top-end car sales crown with annual sales of 16. 1 10,000 vehicles. However, with the increase of preferential margin of Mercedes-Benz E-Class and Audi A6L terminals, the competitive pressure of BMW 5 Series also increases. In February this year, BMW 5 Series * * * achieved a sales volume of 65,438+0,206 vehicles. Compared with its old competitors, the sales volume was not small, and it was greatly affected by the epidemic, down 85.3% year-on-year. At present, according to Xiao Zhi, the BMW 5 Series generally has a preferential margin of around 50,000 in Shanghai. It is worth mentioning that this model of BMW 5 Series is expected to be launched in the third quarter of this year.

As the model with the biggest drop in the list, the BMW 3 Series sold 882 vehicles in February, down 965,438+0.7% year-on-year. In terms of terminal price, the current preferential margin of BMW 3 Series in Shanghai is between 30,000 and 40,000 yuan. The overall driving performance of this generation of BMW 3 Series is more comfortable and balanced, and the configuration has been greatly improved compared with the old one. The active closed air intake grille, 12.3-inch full LCD instrument, 10.25-inch central control LCD screen, automatic parking and other configurations are standard. Therefore, if the BMW 3 Series can seize the opportunity, it is expected to have a further breakthrough in sales in the later period.

The sales volume of Volvo S90 in February was 309 vehicles, down 84.7% year-on-year, less than the sales volume of 65438+ 10 in 2020. From the perspective of terminal concessions, Shanghai generally has a preferential margin ranging from 65438+ 10,000 yuan to 1 10000 yuan. However, under such a large discount, the practice of "exchanging price for market" will inevitably weaken its brand influence. Therefore, in the future market competition, how to enhance brand influence and gain more market share is also an important difficulty for Volvo brand to be solved urgently.

Cadillac CT6 has experienced ups and downs in the past two months. In June 2020, 5438+ 10, Cadillac CT6 achieved sales of 1964 vehicles, an increase of 83.6%. However, affected by the epidemic in February, the sales volume of Cadillac CT in June was 265,438+06, down 64. 1% year-on-year. In fact, Cadillac CT6, as the flagship medium-sized and large-sized car under the brand, has the greatest advantage over its peers in terms of cost performance. First of all, in terms of configuration, Cadillac CT6 is equipped with LED headlights, keyless entry for the whole vehicle, 8-inch LCD instrument, active noise reduction function, 10.2-inch central control LCD screen, Bose audio and other practical configurations; Secondly, in terms of terminal discount, Shanghai generally has a discount of 80,000-65,438+10,000 yuan, which can be said that the cost performance of the whole vehicle is very good. Then, we also expect Cadillac CT6, with its rich configuration and sincere concessions, to make its sales reach a new level after the auto market picks up in the future.

Volkswagen Huiang harvested 1 16 vehicles in February, down 87. 1% year-on-year. Since June 5438+ 10 in 2020, the sales volume of Volkswagen Huiang has dropped rapidly for two consecutive months, and it is unlikely that the situation will improve before the end of the epidemic. Investigate its reason, Xiao Zhi thinks or brand influence is insufficient. As far as terminal concessions are concerned, according to Xiao Zhi's understanding, the discount range of Shanghai Volkswagen Huiang Guoliu is about 70,000 yuan, while the discount of Guov model is more than 80,000 yuan.

Jaguar XFL only achieved sales of 44 vehicles in February, down 87. 1% year-on-year. According to Xiao Zhi, the terminal discount of Jaguar XFL in Shanghai is 8-120,000 yuan. Judging from the terminal discount, the discount is not small. The terminal price after the discount is highly coincident with B-class cars of many popular luxury brands such as BMW 3 Series, which is unfavorable to Jaguar's brand image.

As can be seen from the list, the first-line luxury brands have performed well in sales with their solid workmanship and deep brand influence, even though the sales volume has fallen sharply. On the other hand, second-tier luxury brand models have poor risk resistance, so under the influence of the epidemic, the contrast of brand influence will be more prominent. Finally, with the gradual weakening of the epidemic, car companies will resume production one after another, and consumers' desire to buy cars will gradually be released. We will wait and see how the auto market changes.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.