Entering the era of electric vehicles, the influence of traditional luxury brands seems to be declining at a rate that is visible to the naked eye.

　　Various data also indicate that consumers' "sensitivity" to luxury brands is becoming lower and lower. Previously, they had to grit their teeth to buy luxury cars even with a budget of 200000 yuan, but now they have a budget of over 400000 yuan and are still in love. The change in consumer mentality is obvious.

　　In early April, a report released by renowned consulting firm McKinsey showed that over 60% of new energy vehicle consumers are unwilling to pay for the premium of traditional luxury brands.

　　From the brand being the king in the past to the product being the king now, it can only be said that consumers have become increasingly familiar with cars. What should be a headache is for car companies that rely on the brand's halo.

　　Last year, there was a popular story that many people have heard of. There was a Mercedes Benz EQC owner who was mocked by Tesla sales for ultimately buying a Mercedes Benz electric car.

　　The Mercedes Benz owner stated that after Tesla's sales phone follow-up and learning that they had chosen EQC, they only left one sentence: "Oh, Mercedes Benz's electric car, oh, my god

　　Regarding this matter, there are also some relatively negative comments from netizens: "Not to mention Tesla's sales, in fact, after ordering Mercedes Benz EQC and turning around to leave, Mercedes Benz sales are laughing at you." Good guy, this cut directly touched the owner's heart.

　　"The luxury brand tram is really not good enough compared with the new energy brand. Apart from the brand and comfort, it has no advantages in other aspects. But now we can't say anything about the brand, and the customer will turn around if he is not satisfied." A BMW 4S store salesperson complained to Brother roast.

　　It can be found that without considering the nature of the job, even luxury brand sales do not recognize their own electric vehicles, let alone those consumers who understand cars.

　　Another friend who works at a second-hand car dealership said, "We charge a lot of luxury brand electric cars with very low mileage, some of which are sold after driving less than 10000 kilometers. The prices of these new cars fluctuate greatly, so car owners inevitably lose some money when selling their cars

　　Cylinder Brother also learned that the 2021 Mercedes Benz EQC 350 4MATIC, with a mileage of only 10000 kilometers, is priced at around 250000 yuan in the second-hand car market. It should be noted that the guide price for the new car is as high as 499800 yuan, which is equivalent to a direct discount of 50%.

　　Old drivers are aware that the quotation in the second-hand car market also includes a profit component, which means that the price at the time of receipt will only be lower. But for consumers who cannot afford traditional luxury electric cars, these second-hand "quasi new cars" are a good choice.

　　Looking back at the previous statement that "60% of new energy consumers do not recognize traditional luxury brands", do you think it's quite normal.

　　The term 'exchanging price for quantity' is usually used when referring to some edge brands, but now it is actually used by top luxury brands.

　　The most typical and representative example is the official price reduction of the Mercedes Benz EQ series at the end of last year, ranging from 50000 to 230000 yuan. This is definitely a "historic event" for the high cold Mercedes Benz brand.

　　Mercedes Benz's explanation is very tactful, stating that the price adjustment is to match the constantly changing market demand. However, industry insiders are aware that the underlying reason is the poor sales of the EQ series, and Mercedes Benz has to lower its stance, hoping to exchange price for quantity.

　　Other luxury brands, although the official downgrade is not as drastic, have significant terminal discounts. For example, the BMW i3 offers a maximum terminal discount of around 100000 yuan, while the entry-level model only costs over 200000 yuan, which is not a small difference from the new car guide price of 350000 yuan.

　　But looking at it from a different perspective, the fact that there is so much room for price reduction like the Mercedes Benz EQ series precisely demonstrates how ruthless its premium ability is before the price reduction. As some netizens have commented, even if you lower the price by 200000 yuan, you can still make a profit, and car companies will not engage in loss making transactions!

　　The high cost of electric vehicles themselves, combined with brand premiums, is the direct reason for the low cost-effectiveness of luxury brand electric vehicles, while the lack of strength and inflated prices are the direct reason for the low sales volume.

　　The sluggish sales have not only dealt a blow to the confidence of car companies, but also to the confidence of dealers and sales personnel. Some consumers claim that luxury brand electric vehicles not only exhibit fewer cars, but also have less enthusiastic and meticulous sales services. It is estimated that customers may not buy them either.

　　In the view of Guan Ge, whether it is a fuel powered or electric vehicle, as long as it is sold at a discount, there will be a certain degree of "backlash" towards the brand, after all, this will create a inertia for consumers - they will not buy cars in the future without discounts.

　　Traditional luxury brands are also quite helpless. Although the price reduction may not be so "glamorous", it is the only "quick acting medicine" in the short term.

　　In addition to BBA, many second tier luxury brands such as Lexus also face the problem of "lack of explosive electric vehicle models". In the field of electric vehicles, luxury brands are instead ridiculed by netizens as a "mixed army".

　　In February of this year, the insurance coverage of luxury brands showed that Tesla, Ideal, and NIO all squeezed into the TOP 10 list, while the first tier and second tier luxury brands were squeezed out of the top ten. This situation was still difficult to see in the first half of last year.

　　Recently, Zhao Yuhui, Vice President of Extreme Krypton Intelligent Technology, said: BBA once defined luxury, but these halos of the past have gradually faded in the rapid growth and fierce competition of technology; User experience has become a new standard for consumers to redefine luxury.

　　Zhao Yuhui believes that luxury electric vehicles will be defined by Chinese brands, and the future of the luxury car market will inevitably belong to high-end intelligent electric vehicles.

　　There is one data worth noting: in 2022, the sales volume of China's luxury car market was 3.09 million units, a year-on-year increase of 6%; In terms of segmentation, the proportion of traditional luxury cars decreased by 4%, while the proportion of new energy luxury cars increased by 49% year-on-year.

　　The answer to who is picking on the big beam and who is "fishing" is obvious.

　　Cylinder Brother believes that one of the main reasons why traditional luxury brands have fallen behind on the new energy track is that they want everything - both to stabilize the basic chassis of gasoline powered cars and to gain growth in electric vehicles.

　　In contrast, Chinese new energy brands such as Tesla, BYD, and NIO Xiaoli are all fully committed to the new track, and can even be said to be in a desperate situation. In such an environment, if traditional luxury brands do not take remedial classes, they will truly become "underperforming".

　　If a traditional luxury brand electric vehicle is mentioned, most consumers cannot immediately express its differentiation advantages, it means that the car company needs to "brand reshape", after all, the strategy of exchanging price for quantity can be used for a while, not for a lifetime.