Germany rules premium roost - Luxury car sales may appear to be on the up, but it's a struggle for the non-German brands

JAY NAGLEY

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Germany rules premium roost - Luxury car sales may appear to be on the up, but it's a struggle for the non-German brands

机译：德国统治高端市场-豪华车的销量似乎在上升，但对于非德国品牌来说却是一个挣扎

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That the premium car market is growing is a truth universally acknowledged: the BMW 3-series has consistently outsold the Ford Mondeo since 2006, and non-premium executive models such as the Vauxhall Omega, Peugeot 607 and Renault Vel Satis have been hunted to extinction. However, the uncomfortable truth for most premium manufacturers who don't hail from southern Germany is that they've seen very little if any growth. The paradox of increasing freedom of choice for company car drivers is that, like the crowd in Life of Brian, they have all chosen to express their individuality in exactly the same way.

机译：高端汽车市场的增长是一个公认的真理：自2006年以来，宝马3系汽车的销量一直超过福特蒙迪欧，而诸如沃克斯豪尔（Vauxhall）Omega，标致607和雷诺Vel Satis这样的非高端行政车型已被淘汰。。但是，对于大多数不来自德国南部的高级制造商来说，令人不安的事实是，他们几乎看不到增长。公司汽车驾驶员选择自由度增加的悖论在于，就像布莱恩生活中的人群一样，他们都选择以完全相同的方式表达自己的个性。

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《Autocar: Frist for New Cars》 |2011年第5965期|共1页
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JAY NAGLEY;
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1. Germany rules premium roost - Luxury car sales may appear to be on the up, but it's a struggle for the non-German brands [J] . JAY NAGLEY Autocar: Frist for New Cars . 2011,第13a5965期

机译：德国统治高端市场-豪华车的销量似乎在上升，但对于非德国品牌来说却是一个挣扎
2. CSR Actions, Brand Value, and Willingness to Pay a Premium Price for Luxury Brands: Does Long-Term Orientation Matter? [J] . Diallo Mbaye Fall, Mouelhi Norchene Ben Dahmane, Gadekar Mahesh, Journal of Business Ethics . 2021,第2期

机译：CSR行动，品牌价值和为奢侈品牌支付优质价格的愿意：长期取向事件是吗？
3. From pretenders to CONTENDERS Detroit was a coming-out party for two premium brands - Genesis: A brand born with luxury heritage [J] . Gabe Nelson Automotive news . 2016,第6708期

机译：从装扮成竞争者到底特律，底特律是两个高级品牌的亮相派对-创世纪（Genesis）：一个具有悠久传统的品牌
4. Characteristics of the Luxury Sound Quality of a Premium Class Passenger Car [C] . Kyung-Hoon Lee, Dong-Chul Park, Tae-Gyu Kim, SAE Noise and Vibration Conference and Exhibition . 2009

机译：高级乘用车豪华音质的特点
5. Affordable Care Act and premium variation rules: Could certain consumer segments be disproportionately profitable to insurers? [D] . Saunders, Douglas 2012

机译：《平价医疗法案》和保费变动规则：某些消费者群体对保险公司而言获利不成比例吗？
6. Satisfaction with rehabilitative health care services among German and non-German nationals residing in Germany: a cross-sectional study [O] . Patrick Brzoska, Odile Sauzet, Yüce Yilmaz-Aslan, 2017

机译：一项横断面研究：居住在德国的德国人和非德国国民对康复医疗服务的满意度
7. La banalisation du luxe (Democratization of luxury) Abstract : La plupart des achats pratiqués sont effectués par des clients occasionnels, ce qui a conduit les entreprises à s’adapter par une nouvelle stratégie. En effet, suite à l’intensification de la concurrence et à la concentration du secteur qui engendrent une contrainte de rentabilité immédiate, mais aussi en raison des impératifs nouveaux du marché, les maisons de luxe se voient obligées d’élargir leur offre afin d’ajouter à une clientèle dite traditionnelle une clientèle plus vaste. Dès lors, le secteur du luxe est progressivement passé d’une logique d’offre où seul un nombre restreint de personnes était ciblé, à une politique d’offre où des professionnels du marketing étudient la demande du marché afin d’orienter la production des biens vers un marché de masse. La banalisation est une problématique capitale et décisive car les maisons de luxe doivent préserver leur image de marque tout en élargissant leur clientèle : elles s’efforcent de créer et de pérenniser leurs marques, sans jamais oublier qu’une marque ne peut pas s’associer à n’importe quel objet, sous peine de menacer l’ensemble de ses représentations. Par conséquent, chaque nouveau produit présente un risque pour la gamme toute entière, d’où le risque d’une erreur stratégique par le choix de la banalisation. Le danger est de voir la clientèle aisée se tourner vers d’autres grands noms pratiquant toujours cet esprit d’élitisme qui caractérise le « luxe ». The luxury market is no longer reserved for an elite as its evolution over the last fifteen years clearly indicates. Luxury goods companies have been forced to adapt and resort to new strategies to take into account the fact that most purchases are now made by occasional clients. The keen competition and the on-going concentration in that sector – with the resulting short term profitability constraints - together with the new market conditions, have forced luxury goods companies to broaden their offer so as to add new customers to their traditional base. As a consequence, the luxury market has progressively moved away from an offer-driven logic – targeting a small number of people – in favor of an offer-based policy with marketing professionals studying market demand so as to direct the production of goods towards mass production. The democratization of luxury constitutes a major challenge for those companies which must preserve their image while broadening their customer base: they now strive to create and perpetuate their brand image, without ever forgetting that a brand cannot be associated to just any object, as this might constitute a threat to all its brand representations. Thus every new product constitutes a real threat to the whole range and there is a risk of making a strategic mistake by appealing to the mass market; and there is also a clear danger of seeing affluent customers turn to other great names that still foster this ‘elite spirit’ that characterizes « luxury ». [O] . Eric Vernier, Pierre Ghewy 100

机译：奢侈品的平庸化（奢侈品民主化）摘要：大多数购买都是由休闲客户制作的，这导致公司采用新战略。事实上，随着竞争的加剧和行业的集中导致了盈利的直接制约，而且由于市场的新要求，奢侈品公司被迫扩大其报价以便为所谓的传统客户增加一个更大的客户群。从那时起，奢侈品行业逐渐从以供应为导向的方式转变为只有少数人被定为供应方政策，营销人员正在研究市场需求以指导产品生产。货物进入大众市场。平庸化是一个至关重要且决定性的问题，因为豪宅必须保持其品牌形象，同时扩大其客户群：他们努力创造和延续其品牌，永远不要忘记一个品牌无法联想到在任何威胁他所有陈述的痛苦之下。因此，每个新产品都会带来整个色域的风险，因此通过选择平凡化就会产生战略错误的风险。危险的是看到富有的顾客转向其他仍在实践“豪华”特征的精英主义精神。奢侈品市场不会超过过去15年。奢侈品公司被迫采用新策略来充分利用其客户。由于市场领先的条件，激烈的竞争和该行业的持续集中迫使他们扩大了市场基础。因此，奢侈品市场已经从针对少数人的以报价驱动的逻辑向前发展 - 转而采用基于报价的政策与营销专业人士。对于那些必须在扩大客户群的同时保持形象的公司来说，奢侈品的民主化是一项重大挑战。对其所有品牌代表构成威胁。因此，每一种新产品都会对市场构成威胁，并且有可能通过吸引大众市场来制造战略错误;看到人们涌向那种“奢侈”的精神精神，也存在明显的危险。

Germany rules premium roost - Luxury car sales may appear to be on the up, but it's a struggle for the non-German brands

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