If you are planning to buy a car recently, you may feel an indescribable "anxiety". Holding a budget of 400,000 or 500,000 yuan, we used to default to BBA as an unstoppable option - Mercedes-Benz, BMW, and Audi. Which one to choose is actually just a matter of taste. But now, new forces such as Ideal, Inquiry and NIO are rushing into the "comfort zone" that originally belonged to the top three Germans with lightning momentum.
Let the ruthless data pour cold water on it first. In the first half of this year, BBA's sales in China fell by double digits, and imported luxury cars plummeted by 32%. At the same time, Ideal, Wenjie and NIO are in the range of 300,000 to 400,000 yuan, which is even more capable than Audi A4L. In just a few years, the price range of "400,000 yuan" which was originally as stable as Mount Tai has become a watershed between the old and the new. This is no longer the home court of the BBA, but the scene of the "dimensionality reduction strike" of new forces.
What are you trying to buy BBA in the past 400,000 yuan? A standard can make relatives nod. The mechanical literacy of the three major items and the premium halo of the streets seem to be the certification of your personal social identity. But now, what can you buy for the same money? It is a "refrigerator and color TV sofa" that can take the whole family around; it is a smart cockpit that can be upgraded at a
If you are planning to buy a car recently, you may feel an indescribable "anxiety". Holding a budget of 400,000 or 500,000 yuan, we used to default to BBA as an unstoppable option - Mercedes-Benz, BMW, and Audi. Which one to choose is actually just a matter of taste. But now, new forces such as Ideal, Inquiry and NIO are rushing into the "comfort zone" that originally belonged to the top three Germans with lightning momentum.
Let the ruthless data pour cold water on it first. In the first half of this year, BBA's sales in China fell by double digits, and imported luxury cars plummeted by 32%. At the same time, Ideal, Wenjie and NIO are in the range of 300,000 to 400,000 yuan, which is even more capable than Audi A4L. In just a few years, the price range of "400,000 yuan" which was originally as stable as Mount Tai has become a watershed between the old and the new. This is no longer the home court of the BBA, but the scene of the "dimensionality reduction strike" of new forces.
What are you trying to buy BBA in the past 400,000 yuan? A standard can make relatives nod. The mechanical literacy of the three major items and the premium halo of the streets seem to be the certification of your personal social identity. But now, what can you buy for the same money? It is a "refrigerator and color TV sofa" that can take the whole family around; it is a smart cockpit that can be upgraded at all times and is available on call; it is a level L2 autonomous driving that can help you free your hands on the highway. This complete set of new luxury experiences created by "technology, intelligence, and service" is directly aimed at the "label attributes" that BBA relies on for its living. How much does the so-called mechanical quality and bloodline have to be established in front of the daily life?
This is not only a dimensionality reduction blow to the label, but also a ruthless crush on the virtual reputation. No matter how much BBA plays the brand card today, it is inevitable that the colors will be dim when facing the new luxury, the practical perceived comfort experience and the technological configuration of real materials. The accelerated achievements and hereditary brands that the old luxury are proud of seemingly cracked by the "traffic password" overnight.
Some people also say unfairly to the Three Treasures: Isn’t it still BBA in the world after 400,000 yuan? E-class, A6L, and 5 series are also the darlings of politics and business. "That's right!" But you have to know that this is more like the last persistence of the "Magino Line of Defense". High-end users value business and social identity, and the older generation is used to buying BBAs. But the fact is that in less than a few years, the new domestic forces have dared to sell large cars of 500,000, 800,000 or 1 million. Not only are they sold, but they are also really good. The new strength not only benchmarks BBA in terms of price, but also uses intelligence and user experience to continuously polish products, gradually eroding the BBA's high ground.
The new problems encountered by the three families are even more heartbreaking - the brand value has to be continuously reduced, discounts and promotions to attract users, which has diluted its luxurious "sense of identity". Lexus ES naked car fell below 250,000, how many fantasies can it support? Not to mention, the younger generation who are used to eating "high-end fast food" in the Internet have long been different in their car purchase concepts. What they care about is that "luxury" is not mechanical blood, but intelligent experience, spatial comfort and a sense of technology. The original foundation of BBA has collapsed from both the inside and the outside at the same time.
At the bottom of it, this is not a war between selling oil cars and trams. It is not a "shortcut" or "overtaking on a curve", but a natural replacement of the old and new eras. The power to define “what is luxury” has been transferred from German engineers to Chinese product managers. If BBA is obsessed with the three major items, mechanical qualities and brand name, its final destiny can only return to the dust like Nokia's former glory. Users will not pay for a brick that can only make calls, just as they will not pay for a car that can only drive but lacks a smart experience.
What consumers really need to distinguish is no longer "oil cars or trams" or "BBA or new forces". What is important is - what you want is a "smart terminal" that can drive, interact and understand life, or a "brand facade" that can only satisfy self-identity. The century-long changes in the luxury car industry have quietly come true.
Of course, this battle between the old and the new will not be achieved overnight. The pragmatic people say that new energy vehicles still have battery life anxiety, low residual value, and technical risks; the innovative people firmly believe that cars have completely become smart terminals, and rejection of evolution is destined to be marginalized; while the strategic people see further: this is not a showdown of fast sales, but who can take the lead in building an ecological closed loop that integrates software and hardware and user stickiness. The challenge of BBA is not just to guard the brand, but to give the "elephant" the wings of intelligence.
At present, luxury license plate tables in the range of less than 400,000 have long been reshuffled and reopened. If BBA does not evolve, it will be impossible to escape the fate of becoming the "previous generation of luxury". Today, should you continue to stick to the old path of BBA, or embrace the intelligent future of new Chinese forces? Which "luxury" is your future?
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