Hard times are coming for BMW and Mercedes
The German premium car manufacturers have to sit up and take notice: Chinese competitors are ready to lure customers away from BMW, Mercedes and Audi. Despite high brand loyalty among German drivers, newcomers such as BYD and Nio can count on good opportunities.
E-cars from China: BMW and Co. have to dress warmly
Around 25 percent of customers of German premium car manufacturers can imagine to switch to the Chinese competition. This is one of the results of a study carried out jointly by the management consultancy Berylls Strategy Advisors and the opinion research institute Civey. According to her, BMW, Mercedes and Audi in particular have to be wary of the Chinese brands that are increasingly putting out feelers on the German market.
According to the consulting experts from Beryll’s China team, it is noticeable that customers from the premium segment in particular can imagine a change. In general, only 16 percent of German car buyers would choose a model from China. The openness of the BMW, Mercedes and Audi drivers is particularly surprising, since brand loyalty is considered high in the premium segment, according to one Notice of the study.
In the 30 to 39 age group, interest in the Chinese is particularly high at 42 percent. Bitter for the established manufacturers, because from the age of 40, German customers are increasingly turning to the premium segment. So the next few years could be exciting.
BYD, Nio, Great Wall: German interest meets skepticism about the newcomers
However, there is something else that protects BMW and Co. from the large migration: According to the survey, German customers are a good value for money important. So far, the majority of Chinese manufacturers have been paving their way onto the German floor in the premium class – and prices are also being asked there by BYD, Nio and Co. that can compete with Audi, Mercedes and BMW. An exception is currently the MG 4 Electric.
The price continues to play a major role in e-cars:
The Stromer from China do not come with cheap offers, but confidently. According to the analysts, the fact that they could be technically on a par with domestic car manufacturers has so far hardly been noticed by customers. The German brands benefit from the leap of faith. That could change the better the Germans get to know the new China models.
