撰稿人 / 桑之未
洞察中国豪华车市场
报道 | 数据 | 咨询
（This article is attached with English translation）
【关键词】豪华车市场，经销商销量、市场份额、经销商新车利润
2017年10月12个豪华车品牌官方公布的销量为223,291辆，同比增长16.6%，环比增长-5.8%； 1-10月累计销量为2,095,002辆同比增长18.6%。10月豪华车市场环比为负增长，奔驰、宝马、奥迪10月销量环比均下滑，从经销商库存方面来看，除捷豹路虎、林肯、玛莎拉蒂之外，其他品牌经销商库存在1.5之下，相对比较健康。
在车型售价方面，以奔驰C级为代表中型轿车市场，在10月终端零售价格环比上涨8500元，经销商零售单车利润上涨1.6%；以宝马5系为代表的中大型轿车市场，终端零售价格环比上涨2000元，经销商零售单车利润上涨0.16%；以宝马X1为代表的紧凑级SUV市场，终端零售价格环比上涨5200元，经销商零售单车利润上涨0.9%；以奥迪Q5为代表的中型SUV市场，终端零售价格环比上涨7500元，经销商零售单车利润上涨1.61%；从经销商零售口径来看，中型SUV、中大型轿车、中大型SUV单车利润为正，能为经销商产生销售利润。本期笔者公布了12个品牌市场零售平均成交价格，这个数据是行业首次公布，透过这个数据可以了解豪华车品牌在国内的产品力，销售公司的销售管理能力等。
奔驰
奔驰（含smart、福奔）10月官方公布的销量为47,669辆同比增长10.5%，今年累计507,742辆增长27%；10月经销商零售近4.5万辆，奔驰10月市场份额为2.26%，经销商库存深度微增，经销商客流与上月持平；本月奔驰品牌平均售价为47.2万元，比上个月价格有所上涨，经销商新车利润环比上升1.64%。在经销商零售方面奔驰C级销量上涨6%；奔驰S级改款上市后，销量突破1700量环比上涨51%，成为经销商又一利润车型。奔驰C、E分别成为10月豪华车经销商零售市场销量第二名、第三名。奔驰GLC成为SUV市场的销量第二名。
宝马
宝马（MINI）10月官方公布的销量为50,412辆同比增长14.2%，今年累计487,069辆增长15.1%；10月经销商零售近4.5万辆，宝马市场份额为2.04%，经销商库存深度与上月持平，经销商客流环比增长7.9%，经销商新车利润环比上升0.9%；本月宝马品牌平均售价为40.5万元，比上个月价格上涨6200元；宝马在返利政策方面减少0.56%，加之10月正常销售日期比上个月因假期减少，主力销售车型销量下滑较大。宝马SUV车型在“X之旅”系列市场活动推动下， 9月销量与7月相比增长20%。宝马3系、5系成为10月豪华车经销商零售市场销量第五名、第六名。宝马X1成为成为豪华车SUV市场的第四。
奥迪
奥迪10月官方公布的销量为53,628辆同比增长14.5%，今年累计472,298辆增长-1%；经销商终端零售为近5万辆，环比下滑20%，10月市场份额2.28%，经销商库存深度与上月持平，经销商客流环比增长3.5%，经销商新车利润下滑至-4.3%；本月奥迪品牌平均售价为32.8万元，比上个月价格下降500元；奥迪进口车与奔驰、宝马相比较占比最少，仅为5%，所以平均零售价格偏低。奥迪在10月份推出三十周年系列车型，新旧车型切换时，暂时影响了奥迪10月零售销量。奥迪A6L以10615辆成为10月豪华车经销商零售市场销量冠军，奥迪A4L位居第四，奥迪Q5、Q3分别成为豪华车SUV市场的第一和第三。
凯迪拉克
凯迪拉克10月官方公布的销量为17,018辆同比增长36%，今年累计142,778辆增长61%；经销商终端零售为近1.5万辆，环比下滑16%，10月市场份额0.67%，经销商库存深度与上月持平，经销商客流环比增长-1.03%，厂家返利减少0.15，经销商新车利润回升2.09至-1.33%；本月凯迪拉克品牌平均售价为31.5万元，比上个月价格上涨6600元，凯迪拉克品牌综合优惠幅度为21.5%；本月凯迪拉克零售量的减少对经销商新车利润提升有的一定的帮助。本月ATS-L以4545辆成为10月豪华车经销商零售市场销量第七名；SUV车型XT5本月销量位居豪华车SUV市场第五名。
捷豹路虎
捷豹路虎10月官方公布的销量为12,321辆同比增长12%，今年累计116,988辆增长25%；经销商终端零售为近1.2万辆，环比下滑25%，10月市场份额0.55%，经销商库存深度1.98环比微增，经销商客流环比增长2.37%。本月路虎品牌平均售价为69.2万元，比上个月价格下降了1.83万，捷豹为45.2万元下降了7300元。本月发现神行、揽胜运动、极光是捷豹路虎销量前三，星脉销量维持在每月300台的销量，需要重新考虑市场定价。
雷克萨斯
雷克萨斯10月官方公布的销量为12,443辆同比增长19%，今年累计106,935辆增长21%；经销商终端零售为1万辆，环比下滑9%，10月市场份额0.47%，经销商库存深度0.6，经销商客流环比增长9.8%，本月雷克萨斯品牌平均售价为42.2万元，比上个月价格上涨了1800元，雷克萨斯本月NX零售销量增幅较大达到1500辆。ES与ES混动、NX、RX是其主销车型。
沃尔沃
沃尔沃10月官方公布的销量为10,744辆同比增长29.5%，今年累计93,085辆增长29.9%；经销商终端零售为10,342辆环比增长-14%，10月市场份额0.47%，经销商库存深度1.23，经销商客流环比增长0.22%，本月沃尔沃品牌平均售价为32.5万元，比上个月价格下降了4100元，经销商新车利润下降0.72%至-4.5%。 沃尔沃今年增长29.9%，均受益于S90、V90两款新车的销量。
保时捷
保时捷 10月官方公布的销量为6,532辆同比增长7.8%，今年累计 60,622辆增长10%；经销商终端零售为5,400辆，经销商库存深度1.54，经销商客流环比增长0.22%，本月保时捷品牌平均售价为75.4万元；本月保时捷卡宴开始换代清库，厂家给予支持，库存消化比较快；帕拉梅拉交付开始逐渐增多。
林肯
林肯10月官方公布的销量为5,514辆同比增长48%，今年累计 45,729辆增长85%；经销商终端零售为4400辆环比增长-16%，经销商库存深度1.99，本月林肯品牌平均售价为40.5万元，比上个月价格上涨1.22万元。本月紧凑级SUV MKC销量为1425辆成为林肯销量最大的车型，MKZ、大陆两款轿车销量维持在900辆左右。10月林肯调整了区域管理人员。
英菲尼迪
英菲尼迪10月官方公布的销量为4,173辆同比增长10%，今年累计 37,977辆增长15%；经销商库存深度1.49，本月英菲尼迪品牌平均售价为40.5万元。明年上半年国产Q50L中期改款，下半年全新QX50换代，两款车型也是目前豪华车细分市场销量最大的车型，明年英菲尼迪销量将会有很大的提升。
玛莎拉蒂
玛莎拉蒂10月官方公布的销量为1,200辆同比增长-21.3%，今年累计11,608辆增长35.2%；经销商终端零售为1,070辆，环比下滑26%，10月市场份额0.05%，经销商库存深度2.10，经销商客流环比增长7.65%；本月玛莎拉蒂品牌平均售价为110万元。经销商库存在豪华品牌中是最高的。
讴歌
讴歌10月官方公布的销量为1,637辆同比增长118.8%，今年累计12,171辆增长247.4%；经销商终端零售为1,320辆，环比下滑-5.3%，10月市场份额0.06%，经销商库存深度1.4，本月讴歌品牌平均售价为29万元。讴歌只有一款国产车型CDX，由于是新国产车型，贡献了大部分增长，CDX在10月经销商终端零售销量为1300辆环比增长-3.9%。
本篇文章笔者着重介绍了部分品牌经销利润、库存系数数据等，文中提及的具体数据不再披露，仅限内部人士及订阅用户分享（经销商新车利润计算公式为GP2:（进销差 全部返利）／整车销售收入）。笔者每月对部分国内豪华车经销商进行调研，覆盖东北、华北、华东、华南、华中、西南、西北等经销商集团，所调查的结果仅反应部分经销商状态，不代表厂家；数据结果仅供参考。
版权声明：本文系@桑之未 #原创首发# 转载或改编请与本人沟通，如有任何侵权行为，侵权者将承担相应的法律责任。汽车行业人士留言可以索取本人微信号码，更多行业信息查阅朋友圈分享内容。2017-11-30 北京
▪ 往期精彩阅读 | More Reading ▪
Sang Zhiwei: Golden months for premium cars with salesdecreasing and price increasing ——Premiumcar segment with data analysis (No.13)
Highlights:premium car segment, sales of dealer, market share, sales profit of dealer
Official released Sales in the Premium car segment(12 brands) increased 16.6% in October 2017, up to 223,291 units with -5.8% month over month.The overall sales are 2,095,002 units, up 18.6% YTD. Sales in the Premium car segment fell month over month with ABB all decreasing. From dealers’ inventory perspective, the inventory coefficient is quite healthy with the figure under 1.5 exclude Jaguar&Land Rover, Lincoln and Maserati.
From the dealer retail sales perspective, Sales in the Premium car segment decreased 13.8% month over month in October 2017, down to 212,506 units. The National Day holiday in October occupied a whole effective working week compared with September, which had a bit influence on sales. The sales of Audi, Jaguar&Land Rover, Maserati declined over 20% month over month. The dealer retail sales achieved 24% growth in October, however, the terminal sale prices were quite competitive.
In terms of model price, in the mid-sized car segment represented by Mercedes C-Class, the terminal retail price in October rose by RMB8,500 month over month, and the unit profit of dealer rose by 1.6%. In large car segment represented by BMW 5 Series, the terminal retail price rose by RMB2,000 month over month, and the unit profit of dealer rose by 0.16%. In the compact SUV segment represented by BMW X1, the terminal retail price rose by RMB5,200 month over month, and the unit profit of dealer rose by 0.9%. In mid-sized SUV segment represented by Audi Q5, the terminal retail price rose by RMB7,500 month over month, and the unit profit of dealer rose by 1.61%. In terms of retail of dealers, the unit profit of mid-sized SUVs, large cars and large SUVs was positive, and these segments could produce sales profits for dealers. The author published the average retail sale price of 12 premium brands, which was published in the industry for the first time. Through this data, we can see the product of premium brand in China, the sales management ability of the sales company, etc.
Mercedes Benz
The officially released sales volume of Mercedes Benz (including smart, Fujian Benz) in October was 47,669, up by 10.5% YoY. The accumulative sales volume of this year was 507,742 vehicles, up by 27% YTD. The retail sales of dealers was nearly 45,000 in October, the market share of Mercedes Benz in October was 2.26%, the dealer inventory depth increased, and the customer flow of dealers was not changing much compared to that of last month; the average price of Mercedes Benz this month was RMB472,000, higher than that of last month, and the dealer’ profit of new car rose by 1.64% month over month. In terms of dealer retail, the sales volume of Mercedes Benz C Class increased by 6%; after modification and launching of Mercedes Benz S Class, the sales volume exceeded 1,700, up by 51% month over month. It became another model with profit for dealers. The sales volume of Mercedes Benz C Class and E Class ranked the second and third in October in the retail of premium car segment. The sales volume of Mercedes Benz GLC ranked the second in the SUV segment.
BMW (MINI)
The officially announced sales volume of BMW (MINI) in October was 50,412, up by 14.2% YoY. The accumulative sales volume of this year was 487,069, up by 15.1%. In October the retail of dealers was nearly 45,000, the market share of BMW was 2.04%, the dealer inventory depth was same to that of last month, the customer flow of dealers increased by 7.9% month over month, and the dealer’ profit of new car increased by 0.9% month over month; the average price of BMW this month was RMB405,000, RMB6,200 higher than that of last month; the rebate policy of BMW decreased by 0.56%, and the normal sales days decreased compared to that of last month due to the holiday, so the sales volume of the main model declined significantly. Driven by the “Destination X ” series of market campaign, the sales volume of BMW SUV increased by 20% in September compared to that in July. The sales volume of BMW 3 Series and 5 Series ranked the fifth and sixth in October in the retail of premium car segment. The sales volume of BMW X1 ranked the fourth in the SUV segment.
Audi
The officially announced sales volume of Audi in October was 53,628, up by 14.5% YoY. The accumulative sales volume of this year was 472,298, up by -1%; the terminal retail of dealers was nearly 50,000, down by 20% month over month. In October, the market share was 2.28%, the dealer inventory depth was same to that of last month, the customer flow of dealers increased by 3.5% month over month, and the dealer’ profit of new car decreased to -4.3%; the average price of Audi this month was RMB328,000, RMB500 lower than that of last month; the proportion of Audi imported cars was only 5%, lower than that of Mercedes Benz and BMW, so the average retail price was low. Audi launched the 30th anniversary series of models in October. When the new and old models were switched, it temporarily affected the retail sales of Audi in October. Audi A6L became the sales champion of the retail market of premium car segment in October with 10,615, Audi A4L ranked the fourth, and Audi Q5 and Q3 ranked the first and third in the SUV segment of luxury cars respectively.
Cadillac
The officially announced sales volume of Cadillac in October was 17,018, up by 36% YoY. The accumulative sales volume of this year was 142,778, up by 61%; the terminal retail of dealers was nearly 15,000, down by 16% month over month. In October, the market share was 0.67%, the dealer inventory depth was same to that of last month, the customer flow of dealers increased by -1.03% month over month, the manufacturer rebates decreased by 0.15, and the dealer’ profit of new car increased to 2.09 percent to - 1.33%; the average price of Cadillac this month was RMB315,000, RMB6,600 higher than that of last month; Cadillac brand offered a comprehensive discount of 21.5%; and the reduction of retail of Cadillac helped with the increase of dealer’ profit of new car this month. ATS-L ranked the seventh in terms of the sales volume of retail market of premium car segment with 4,545 in October; and the sales volume of SUV model XT5 ranked the fifth in the permium SUV segment this month.
Jaguar Land Rover
The officially announced sales volume of Jaguar Land Rover in October was 12,321, up by 12% YoY. The accumulative sales volume of this year was 116,988, up by 25%; the terminal retail of dealers was nearly 12,000, down by 25% month over month. In October, the market share was 0.55%, the dealer inventory depth was 1.98, which increased slightly month over month, the customer flow of dealers increased by 2.37% month over month. The average price of Land Rover this month was RMB692,000, RMB18,300 lower than that of last month, and the average price of Jaguar was RMB452,000, down by RMB7,300. Freelander, Range Rover Sport and Aurora had the top three sales volume this month, and the sales volume of Velar maintained at 300 per month. It is needed to reconsider the pricing.
Lexus
The officially announced sales volume of Lexus in October was 12,443, up by 19% YoY. The accumulative sales volume of this year was 106,935, up by 21%; the terminal retail of dealers was 10,000, down by 9% month over month. In October, the market share was 0.47%, the dealer inventory depth was 0.6, the customer flow of dealers increased by 9.8% month over month, and the average price of Lexus brand this month was RMB422,000, RMB1,800 higher than that of last month. The sales volume of Lexus NX increased by 1,500 this month. ES and ES Hybrid Power, NX and RX were main sales models.
Volvo
The officially announced sales volume of Volvo in October was 10,744, up by 29.5% YoY. The accumulative sales volume of this year was 93,085, up by 29.9%; the terminal retail of dealers was 10,342, up by -14% month over month. In October, the market share was 0.47%, the dealer inventory depth was 1.23, the customer flow of dealers increased by 0.22% month over month, and the average price of Volvo brand this month was RMB325,000, RMB4,100 lower than that of last month. The dealer’ profit of new car decreased by 0.72% to - 4.5%. The growth of 29.9% of Volvo this year benefited from the sales volume of two new models, S90 and V90.
Porsche
The officially announced sales volume of Porsche in October was 6,532, up by 7.8% YoY. The accumulative sales volume of this year was 60,622, up by 10%; the terminal retail of dealers was 5,400. The dealer inventory depth was 1.54, the customer flow of dealers increased by 0.22% month over month, and the average price of Porsche brand this month was RMB754,000; Porsche Cayenne started upgrading and inventory clearance this month, supported by the manufacturer, and the inventory consumption was fast; and the delivery of Panamera began to increase gradually.
Lincoln
The officially announced sales volume of Lincoln in October was 5,514, up by 48% YoY. The accumulative sales volume of this year was 45,729, up by 85%; the terminal retail of dealers was 4,400, up by -16% month over month. The dealer inventory depth was 1.99. This month the average price of Lincoln brand was RMB405,000, RMB12,200 higher than that of last month. The sales volume of compact SUV MKC this month was 1,425. It became the model with the largest sales volume of Lincoln. The sales volume of MKZ and Continental stayed about 900. Lincoln adjusted the regional administrators in October.
Infiniti
The officially announced sales volume of Infiniti in October was 4,173, up by 10% YoY. The accumulative sales volume of this year was 37,977, up by 15%; and the dealer inventory depth was 1.49. The average price of Infiniti brand was RMB405,000 this month. In the first half of next year, the locally produced Q50L will be modified in the medium term, and the new QX50 will be upgraded in the second half of the year. The two models are also the models with the biggest sales volume in the the premium car segment. Next year, the sales volume of Infiniti will be greatly improved.
Maserati
The officially announced sales volume of Maserati in October was 1,200, up by -21.3% YoY. The accumulative sales volume of this year was 11,608, up by 35.2%; and the terminal retail of dealers was 1,070, down by 26% month over month In October, the market share was 0.05%, the dealer inventory depth was 2.10 and the customer flow of dealers increased by 7.65% month over month. The average price of Maserati brand this month was RMB1,100,000. The dealer inventory was the highest in premium brands.
Acura
The officially announced sales volume of Acura in October was 1,637, up by 118.8% YoY. The accumulative sales volume of this year was 12,171 vehicles, up by 247.4%; and the terminal retail of dealers was 1,320 vehicles, down by -5.3% month over month. In October, the market share was 0.06%, the dealer inventory depth was 1.4. The average price of Acura brand this month was RMB290,000. Acura has only one locally produced model CDX. As a new locally produced model, it contributed most of the growth. The terminal retail sales volume of dealers of CDX was 1,300, up by -3.9% month over month in October.
Copyright statement:This article is anoriginal article published by Sang Zhiwei for the first time. For reproduction or adapting, please communicate with the author. In case of any infringement, the infringer will bear the corresponding legal responsibilities. Readers in the auto industry can leave a message and ask for the author's personal WeChat number. For more information of the industry, refer to the content shared in Circle of Friends. Nov. 30th, 2017, Beijing.
▪ ▪ ▪ MORE READING ▪ ▪ ▪
,
