高級車銷售大洗牌,BMW被日系品牌踢到第三 - 房車
By Edward Lewis
at 2018-06-17T14:49
at 2018-06-17T14:49
Table of Contents
原文連結:http://auto.ltn.com.tw/news/10266/2
原文內容:
2018/06/17 13:05 文/記者陳英傑 圖片來源 / 各車廠
台灣高級進口車市場,長期以來由雙 B(Mercedes-Benz/BMW)佔據前兩名的狀況,今年
可能會有所改觀,原先佔據第二名位置的 BMW,今年可能會因此滑落至第三名。第二名可
能會由 Lexus 取代。
只要準備換高級進口車,雙 B 絕對是優先被提起的兩大品牌,因此長時間佔據高級進口
車前兩名的位置,其他高級進口車品牌很難望其項背,Mercedes-Benz 近幾年,靠著二手
外匯車的熱賣,銷售持續上揚,反觀 BMW 從 2015 年之後,銷售不增反減,從 2015 年
的超過 1 萬 9500 輛,微幅下降到去年的 1 萬 8820 輛,也讓 Lexus 有機可乘。
Lexus 儘管去年不到 1 萬 5000 輛,比 2016 年退步,但去年年底上市的 NX 系列,挹
注 Lexus 銷售,即使上市已半年以上,市場買氣不減。今年 1 月開始,就持續領先
BMW 到現在,Lexus 目前 7600 輛,已領先 BMW 的 6499 輛,多出 1100輛,跟去年同
期累積相比,成長近 50%,今年有望上看 1 萬 7000 輛。
其中 NX 系列及 RX 系列的 SUV 休旅熱賣,是 Lexus 超越 BMW 的主因,其他新車如
LS350 表現也不錯,都讓 Lexus 站穩第二名位置。
BMW 儘管今年有 X2、改款 2 系列等新車加入,但截至目前為止,累積銷售只有去年同期
的 87.9%,一漲一消的局面,使得 BMW 滑落到第三名,SUV 休旅及房車的表現平平,讓
BMW 想要搶回第二名,3 系列的配備升級,以及 2 系列小改款的銷量,將是 BMW 能否
成長的關鍵。
心得/說明:
大家覺得 BMW 賣不好到底是後勤太爛還是改款太慢?
有時不禁納悶為何 BMW 不像 Lexus 一樣走低價路線搶市場?
--
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