Several of the world's most prestigious super luxury car brands have jointly set a new sales record in 2021.
In 2021, Rolls Royce, Britain's top luxury car brand, delivered 5586 cars to its customers, a year-on-year increase of nearly 50%, setting a 117 year high for the brand; Bentley brand delivered 14659 new cars worldwide, which increased by 31% based on the record sales data in 2020; Italian supercar manufacturer Lamborghini delivered 8405 cars worldwide, a year-on-year increase of 13%, also setting a new sales record.
In the past year, when the super luxury car market was unprecedentedly hot, a number of luxury car brands such as Porsche and BMW also lived up to expectations and set a new sales record. According to the statistics of the reporter of Securities Daily, Porsche delivered 301915 vehicles worldwide in 2021, with a year-on-year increase of 11%; BMW sold about 2.5 million cars last year, with a year-on-year increase of 8.4%; In terms of second tier luxury brands, most of them also achieved year-on-year growth, such as Cadillac, Volvo, etc. In addition, the sales volume of new power brands rose sharply, and Tesla, ideal and Weilai all rose by more than 100%.
It is generally believed in the industry that there is multi factor linkage in the general rise of super luxury cars in 2021. The first is the acceleration of polarization under the influence of monetary policy during the epidemic. Secondly, the epidemic has a significant impact on consumption tendency, which is more obvious in luxury consumption.
"For the first time in my decades of career, I have seen strong growth in all markets around the world." Toston Muller, CEO of Rolls Royce, believes that the spread of the epidemic has made many people realize the value of life, so they are more willing to spend on good things, which has helped Rolls Royce set a new sales record to a certain extent.
benefited from loose monetary policy and positive consumption outlook
the super luxury car market in 2021 is unprecedented
Recently, Rolls Royce, Britain's top luxury car brand, also released last year's sales data. According to the official data released by Rolls Royce, the company sold 5586 cars in 2021, a year-on-year increase of 49%. It is worth mentioning that in 2021, Rolls Royce achieved sales growth in the global market, and many markets such as China, the United States and the Asia Pacific region achieved the best sales performance in history.
Among them, the most popular models are guste and curinan, which account for 40% of the total sales. The reporter of Securities Daily noted that with the high selling price of curinan starting from 6 million yuan, the model alone is expected to contribute more than 10 billion yuan to Rolls Royce's revenue. It is reported that Rolls Royce's orders have been scheduled until the third quarter of 2022. In order to ensure delivery, its plant in Goodwood, UK, is running at full capacity.
Coincidentally, Italian supercar manufacturer Lamborghini also recently released its sales data in 2021: in the past year, the brand delivered 8405 cars worldwide, a year-on-year increase of 13%, breaking the history of 2020 and setting a new delivery record.
In this regard, Stephen wencolman, chairman and CEO of Lamborghini, said: "in the past year full of challenges and uncertainties, 173 dealers in 52 markets have insisted on striving. The achievement of the new record stems from the unremitting efforts of the company's strategic plan, the international reputation of the brand, the ability of employees and professionalism." Regionally, the three sales regions of Lamborghini have achieved double-digit growth. Among them, the Americas grew by 14%, the Asia Pacific region by 14%, and Europe, the Middle East and Africa by 12%.
As a luxury car brand under Volkswagen, Porsche's sales data also rose with the super luxury car market. According to the official data of Porsche, in 2021, the global sales volume of Porsche exceeded 300000, with a year-on-year increase of nearly 30000, an increase of 11%.
The reporter of Securities Daily noted that the previous year with the highest sales volume of Porsche was 2019 (about 280000 vehicles). Accordingly, Porsche's sales have also set a historical record, and sales in all regions have shown a growth trend. Among them, the United States increased by more than 20% and Europe increased by 7%. In China, the sales volume in 2021 was nearly 96000, an increase of 8%, accounting for one third of the global sales volume, becoming the largest single sales market of Porsche in the world.
"In 2021, the relatively loose monetary policies of various countries, the rising stock market and cryptocurrency market created a large number of young rich people, and contributed a large number of new owners to luxury car brands such as Rolls Royce, Bentley and Porsche." Zhang Xiuyang, director of China passenger car industry alliance, told reporters that luxury brands, including luxury cars, will generally benefit when there is abundant liquidity and high securities prices in the market.
Reality has also proved this. According to toston Muller, in 2021, many Rolls Royce buyers were the first owners of the brand, and many young people who became rich in the stock market and cryptocurrency successively joined the ranks of luxury car owners. "Many people have witnessed the tragedy of the epidemic, which makes them realize the value of life and leads to less rigid consumption decisions than before, which is of great benefit to the improvement of Rolls Royce's sales." Muller said.
From the perspective of the automobile industry, under the background of global supply chain crisis and chip shortage in 2021, major automobile manufacturers are more willing to give priority to ensuring the production capacity of high-profit models. In Zhang Xiuyang's view, compared with ordinary car factories, ultra luxury brands such as Bentley subordinate to Volkswagen and Rolls Royce subordinate to BMW have sufficient supply and are not particularly adversely affected by the "lack of core".
the number of seats sold in China's luxury car market has changed
BMW won the title for the first time in five years
On January 18, the top ten list of Chinese luxury car brand sales in 2021 was announced. According to the list, the cumulative sales volume of BMW brand in 2021 was 821000, with a year-on-year increase of 8.3%, which is the only brand in the first-line luxury brands to achieve positive growth; Mercedes Benz and Audi fell 3.6% and 5.5% respectively. Most of the second tier luxury brands achieved year-on-year growth, and Lexus, as an imported brand, unexpectedly fell 6.9%.
Affected by the supply of parts, in 2021, the sales volume of Mercedes Benz in China decreased by 3.6% year-on-year to 739400 vehicles, while that of Audi decreased by 5.5% year-on-year to 691000 vehicles. Specifically, Audi A6L, Mercedes Benz GLC, Mercedes Benz class C and Audi A4L all fell by more than double digits. Among them, the sales of Audi A6L and Mercedes Benz class E exceeded 150000, but there is still a significant gap compared with BMW's products of the same level.
It is worth mentioning that in 2021, BMW delivered a total of 2.522 million vehicles (including BMW, mini and Rolls Royce), a year-on-year increase of 8.4%. This means that BMW's global sales have surpassed Mercedes Benz for the first time since 2016.
On the other hand, the competition pattern of the second echelon of luxury brands has also been broken. As the former overlord of second-line luxury brands, Cadillac and Lexus did not perform well. According to the insurance volume, Cadillac overtook Lexus in 2021, with a year-on-year increase of 2.5% to 233000 vehicles, ranking sixth; As for Lexus, its total number of insured vehicles last year was 219000, down 6.8% year-on-year, down three places compared with 2020.
As a direct competitive product of Cadillac and Lexus, Tesla's performance last year was obvious to all. Among them, model y delivered 171000 vehicles and model 3 delivered 151000 vehicles throughout the year. The above delivery has even reached the level of first-line luxury models.
