On January 10, 2023, the BMW Group disclosed its latest data, revealing the delivery of approximately 2,399,600 BMW, MINI, and Rolls-Royce vehicles to customers globally in 2022, reflecting a 4.8% year-on-year decline.
Notably, the Chinese market played a pivotal role, with around 792,000 BMW and MINI vehicles delivered, of which 41,900 were pure electric vehicles, representing a remarkable 91.6% increase year-on-year.
In terms of specific sales, the BMW brand reported a global total of about 210,000 vehicles delivered in 2022, a modest 5.1% year-on-year decrease. However, compared to its prominent rival, Mercedes-Benz, BMW outperformed by delivering approximately 60,000 more units, solidifying its position as the world's leading luxury car brand.
Electric vehicle sales under the BMW brand experienced remarkable growth, with approximately 373,000 electric vehicles (including plug-in hybrids and pure electric vehicles) sold, marking a substantial 35.6% increase year-on-year.
The luxury car market is witnessing increased competition, driven by market dividends and the emergence of new high-end entrants and independent luxury brands such as Dongfeng Lantu, SAIC Zhiji, Geely Extreme Kryptonite, and Chang'an Aviator. These newcomers are vying to make their mark in the luxury automobile sector.
Furthermore, the landscape of the automotive industry is evolving with the rise of new energy and intelligent mobility, presenting unprecedented changes and challenges for traditional luxury car manufacturers. These established brands are adapting to the shifting paradigms, focusing on intelligence and electrification in their product development strategies.
Recent years have seen a significant encroachment on the market share of traditional luxury sedans and SUVs, primarily due to the rise of intelligent electric vehicles, led by Tesla and other new entrants like Azera, Ideal, and Gaohe in the Chinese market.
The competition between these new forces and traditional luxury car manufacturers has blurred the traditional boundaries of luxury automobiles.
Mercedes-Benz, as a leader in the luxury automobile segment, is actively embracing the "all-electric" strategy. The brand's commitment to this transition is sending a resounding message to the industry that the era of electric luxury cars is rapidly approaching.
In contrast to some conservative approaches by traditional car manufacturers in their initial electric vehicle launches, Mercedes-Benz EQS demonstrates a bold and unrelenting commitment to electrification. It not only challenges conventional perceptions but also retains the essence of luxury deeply ingrained in its DNA.
As consumer preferences evolve and electrification advances, the criteria for evaluating an automobile's luxury will expand beyond just technological features, performance, and configurations.
Luxury car consumers are seeking emotional alignment with the brand's philosophy and values, transcending the product experience. In this shifting landscape, luxury car brands are compelled to adapt and redefine their value propositions in line with sustainability and the changing demands of high-level consumers.
The luxury automobile sector is at the cusp of a transformative era where technology, values, and consumer experiences will converge to shape the future of luxury mobility.
