According to data released by the China Automobile Association, the number of major luxury car brands in China continued to cool down compared with the first few months of this year. Sales of Audi, BMW, Jaguar Land Rover and Volvo in China were all lower than the same period of last year and accounted for almost half of the 9 luxury car brands in the statistics. Yao Jie, deputy secretary-general of the China Association of Automobile Manufacturers, interviewed the media and pointed out that this is due to the slowdown and adjustment of economic growth, and the macro level has a greater impact on the automotive market.

In the past few years, although the overall growth rate of the Chinese auto market has slowed, the luxury car market still maintains a relatively high growth rate. In 2014, sales of mainstream luxury brands maintained double-digit growth. For this reason, sales targets set by major luxury brands in early 2015 are all optimistic.

However, China’s auto market has been in a sluggish state this year. In the past May, sales of Audi, BMW, and Jaguar Land Rover in China were all lower than the same period of last year. Audi sales in China fell in May and disrupted 26 consecutive months of growth. Among them, the Audi Q3 had the largest decline, dropping sharply from 8494 to 4546. % to 4644 vehicles. BMW's sales in China fell by 5.5% in May, the first time since January 2005. Jaguar Land Rover's sales in China fell by 32.1% year-on-year in May, and cumulative sales from January to May slipped by 23.0% year-on-year.

In the terminal market, despite the fact that none of the major luxury brands have "down", the price war between them has already been staged and has been on the rise. The latest price report from J.DPower shows that since March of this year, some large luxury cars have increased their discounts; in April, the discount rate has dropped to an average of 84.7%, which is a percentage point lower than the average discount rate in February. In the terminal sales, in order to ensure its sales, 4S stores also have to reduce the price to ensure that the store sales to complete the factory set sales targets.

In addition, luxury cars, like many joint-venture car companies, are all betting on the SUV market, but the SUV market is also affected by the market and sales are also falling. Several luxury brand 4S shop staff said in an interview that two or three years ago, luxury brand cars, especially SUV models, had to increase their prices in order to purchase, or directly add cash, or add quality decoration, and generally have to wait for a long time, But even so there are still many consumers who will line up to buy. Now that this kind of good day is gone, the prices of many luxury brand SUVs have fallen sharply. Not only are there a lot of discounts, but they can also buy them directly. The Audi Q7, BMW X5, and imported Land Rover Aurora that had previously required a price increase have now begun to cut prices. At the same time, with the ever-increasing variety of models, the share of the luxury car market is divided between more brands and models, and competition is further aggravated, which has also led to a decline in the market share of some brands.

As sales of these luxury brands declined, Yao Jie, deputy secretary-general of the China Association of Automobile Manufacturers, interviewed the media and pointed out that the current decline in the production and sales situation is real. From the perspective of the association, it is still considered that the current shift is in the macroeconomic situation. The period of structural adjustment and the period of stimulation of the previous period are all reflected in the current situation of production and sales of automobiles.