Relative to the popular brand, luxury brand reserves more leading-edge technology, the price of a single product is also higher, more suitable for the application and promotion of new technologies.At present, luxury car prices in the technical competition, mainly preemptive automatic driving technology in the market On the application.
November 26 Guangzhou Auto Show came to an end, the automotive industry to produce a new signal, the future of the car will still be dominated by the traditional car prices.
Previously, this topic has been controversial.In April last year, the Internet car quietly joined the Beijing Auto Show, so that the traditional car prices accidental alert; Shanghai Auto Show in April this year, the Internet car and traditional car prices subtle changes in the relationship between the opening of mutual cooperation , Also enemy enemy.
Luxury cars, represented by luxury cars, have enjoyed double-digit growth compared to the overall auto market, but they have realized that the era of 'performance is king' is gone and replaced To enhance the customer experience and user-centricity, to meet the growing diversification needs of users, they will continue to explore the changes and accelerate 'Affixed Flight' in new technologies such as autonomous driving and electric technology.
Close to the end of the year, around the luxury car market this year's performance, the competitive situation, especially intelligent, motorized and the future of the automobile market, think tank Jun, respectively, during the Guangzhou auto show dialogue four luxury car prices head, trying from their Answer, explain the current and future changes in the automotive industry.
Conversation car prices CEO:
Kang Siyuan, President and Chief Executive Officer, Greater China, BMW Group
Jaguar Land Rover China president, Chery Jaguar Land Rover Director Pan Qing
Ni Kai, president and chief executive officer of Beijing Mercedes Benz Sales Co., Ltd.
Wei Yongxin, general manager of Audi China
Cold sales self-knowledge sales
Think Tank Jun: Please summarize this year's sales performance?
Ni Kai: Our starting point has been relatively low in the past few years and we have been catching up so far. We have finally managed to go hand in hand with our competitors. In the first 10 months of 2017, Mercedes-Benz and smart sold 507,742 vehicles in China , An increase of 27% over the same period of last year, achieving a continuous increase of 56 months.
Kang Siyuan: We are satisfied with the BMW Group's sales performance in China this year, and by the end of October we have delivered more than 487,000 BMW and MINI cars in China with a 15.1% increase in sales in China, which is slightly higher than our original estimate. We expect sales to hit a new record in China this year and BMW sales will also create new highs in the global market, and the Chinese market will remain the largest single market for BMW in the world.
Pan Qing: This year the entire market environment is relatively hard.From January to October this year, the mainstream model growth rate of about 2% -3%, luxury car growth rate of less than 20%, while the Jaguar Land Rover from January to October growth rate of 25% in the automobile market The overall smooth growth of the environment, the luxury car market segment growth rate is very fast, it is very unusual.
Wei Yongxin: If you use a word to describe the performance of the Audi brand in the Chinese market this year, specifically: Audi is back, continue to flourish, we are back to the top spot.
Think tank Jun: How to treat the current competitive environment of the luxury car market?
Ni Kai: When talking about luxury car market performance, it would be a mistake and one-sidedness to focus our attention solely on the top three luxury brands from southern Germany.Although China likes to call these three brands "BBA," I personally prefer to call it " 'MBA' .At present, the performance of the Chinese market, these three brands accounted for nearly 70% of the market share.We are also very concerned about the second-tier luxury car brands and rising star of Chinese local brands in the future China luxury car market may not be like In the past few years, it has maintained double-digit growth at a high speed, but there is still room for sustainable growth.
Kang Siyuan: The future competition is more rooted in two aspects of innovation and sustainable development.We foresee the competition in the luxury car market will become more and more intense.On 10 years ago, the German Big Three in the market is relatively lonely, but now there More and more Chinese enterprises are entering the luxury car market, and more and more Chinese NEV enterprises are developing. There are also many start-up companies, of course, only two or three may succeed in the end. However, after they have achieved some success, they will start from the Chinese market Gradually moving toward the world, the competition will become fiercer and fiercer in this perspective, and if BMW is sitting here now and celebrating the brilliant achievements of the past, we lose the future and what we now have to do is look to the future.
Pan Qing: Luxury brand growth this year, compared with previous years, or slightly slower, which resulted in intense competition.The sales trend of the luxury car market is clear, but the first product line of all brands has become more rich and perfect, manufacturers also In the process of competition to take many different ways to win customer base.
Preemptive layout of intelligent
Think tank Jun: As a luxury car in terms of, we must continue to invest in new technologies and maintain the lead, so can you describe the autopilot technology has now reached what extent? How to maintain the technology leader?
Wei Yongxin: Modestly speaking, Audi is indeed leading the way in autopilot. The A8 is technically equipped with L3 autonomous driving conditions, but due to the current uncertain market-related laws and regulations in each country, we also look forward to relevant policies and laws in the near future There is a clear definition of the rules and regulations.Over the Frankfurt International Motor Show, we showcase a concept car, the concept car can be achieved L4 autopilot technology, and another concept car can be achieved L5 autopilot technology. Compared to other competitors, we are the only one able to do such a skill level or automatic driving capabilities of the manufacturers.
Ni Kai: We are very focused on product details and strive to deliver a value-for-money product experience in every market segment. The new S-Class is a leader in smart driving such as smart pilot limits, map-based and navigation data Technology, can be informed in advance the changes in the driving environment of the vehicle, to provide more help to the driver.
Kang Siyuan: In automation, we have tested more than 16,000 kilometers of roads in China and demonstrated the automatic lane change technology in China successfully in 2016. In 2021, BMW will launch the BMW iNext, which will represent the next One step development vision.It is worth mentioning that this car will be able to have a three-tier automatic driving system and provide four-wheel drive technology.If you can use these automatic driving system depends on the infrastructure, related laws and regulations supporting Etc. However, technically, we are ready for the automatic driving of Level 3 and Level 4. We are now actively engaged in R & D in technology development with partners such as Mobileye and High-Precision Map. On the other hand, we The need for laws and regulations to work together to create the right environment for our automated driving skills.
Pan Qing: In the field of autopilot, we have contacts with a series of companies related to BAT, including batteries, and in my opinion, China may become a R & D center for some technologies in the future. For example, the autonomous driving chip technology center is located in Silicon Valley. Technology R & D center can fall in China. Car networking is actually China's strengths, has come to the forefront of the world, whether it is touch-screen, voice, and now doing well, but the precondition is that our team have the ability to take up this piece Things, and must have reached the world's leading research and development capabilities.
Electricization has entered the 'deep water'
Think Tank Jun: When will electric cars replace traditional combustion engines or when do you think the market for new energy vehicles can break out?
Kang Siyuan: In our view, there will be both internal combustion engines and electric drive systems for a relatively long time to come. Undoubtedly, the share of new energy vehicles will continue to rise. According to our forecast, by 2025, 15% of all BMW Group sales models % -25% is a new energy vehicles.China's market has been in the development of new energy vehicles has come in the front, the proportion of China should be closer to 25% .The current rapid development of new energy vehicles mainly occur in the 25,000 US dollars following models in the market, However, with the development of the market, the growth of luxury electric cars will gradually increase. BMW is ready for this year BMW will deliver over 100,000 new energy vehicles worldwide. By 2025 we will have 25 new energy vehicle sales, of which There are 12 models of pure electric vehicles. The overall market will slowly develop, sales will continue to increase.
Wei Yongxin: New energy market when there is an outbreak of the situation, to wait until the new energy products can be complete or very good, to better meet user needs.But what kind of situation, what kind of state to meet the needs of users and the market? There are three A standard: First, mileage; Second, an attractive charging infrastructure; Third, the cost of the car. We examine the entire life cycle, from the cost of just starting a new energy vehicles may be more expensive than traditional energy vehicles, However, for users, the cost of using the entire life cycle of vehicles to reach the same or equivalent to the traditional energy vehicles in the future my personal judgment, there may be two trends, one is the big cities will have many users choose to buy new energy vehicles , But for small and medium-sized cities and villages, the proportion of traditional energy vehicles may still be very large.
Ni Kai: China is the world's largest new energy vehicle market, and in the future, the success of new energy vehicles will certainly stem from the Chinese market. For now, I think customer demand is driven mainly by policy rather than spontaneous and natural demand. Our importance is self-evident. Through the import and localization of production methods, we will work together with our partner in China Beiqi Group, co-development of the market and gain a place here, we will be made in 2019 the first EQ Electric car EQC. Current customers in the purchase of new energy vehicles will consider the mileage, infrastructure, ease of charging, second-hand residual value identified, the battery technology and other factors, which is what we need to consider.
Pan Qing: I want to say is that for each luxury brand, the pressure from the double integral assessment is the same today we launch the new Range Rover sports plug-in hybrid P400e models, equipped with a four-cylinder engine and motor, the two plus It can output 400 horsepower. Land Rover Range Rover version of the larger, but one hundred kilometers of carbon dioxide emissions is 61 grams, while other A-class cars or B-class cars are 70 to 100 grams, B-class cars to C-class cars are Is more than 100 grams in the future may participate in the existing Chery new energy project, with more detailed information will be announced in time.