Bentley’s latest sales data reveals that, its global delivery volume reaches 10,100 units in 2015, decreasing 5.6% with 2014. The sales volume in China is 1,615 units, decreasing 37%, which leads to the global sales fall. Rolls-Royce’s data shows that the 2015 sales volume in China is less than 350 units, decreasing 54% compared with 2014. It announced in November that the factory located in Italy will be closed because of the sales slump in Chinese and U.S. super-luxury market.

 

Several factors constrain the market

In professionals’ view, there are several factors resulting in the slump. Zhang Zhiyong, an automobile expert believes that, the new normal economy and anti-corruption policies bring fewer consumers.

 

Wang Cun, Sinomach Auto’s senior manager in Sales Department, said that, the transition of potential consumer group is also an important factor. “The previous main consumers, realestate developers and coal businessmen, werehit by increasing difficulties in making profits. The “new-rich” Internet industry has a different consuming concept, making no contribution to the sales volume.”

Cui Dongshu, General Secretary of CPCA, believes that, the out-of-date model is the main reason. “The hottest model is SUV, but super-luxury vehicles are mainly used for business.”

 

It’s learned that SUV models have a high-speed growth in domestic market, with sales volume reaching 6.22m units in 2015, increasing 52.39%. In the meantime, China Association of Automobile Manufacturers (CAAM) predicts the SUV market will keep a high-growth trend in 2016.

 

Sales Hard to rebound in Chinese market

Despite of the slump, super-luxury brands see a bright future in the market. Bentley, Maserati and other brands promise to bring their first SUV model into the Chinese market in 2016, to meet the consumers’ need.

 

However, the professionals are pessimistic towards the strategy. Zhang Zhiyong believes that, super-luxury vehicles are consumed by minorities, with potential consumers growing slowly. “Besides, the sales volume will have a slow or decreasing growth after it reaches a ceiling in one district. The sales volume has reached a historical high in 2013 and 2014, and it’s quite possible the sales will decrease greatly in 2016.”

 

Wang Cun also believes that, the number of newly increased consumers won’t be great. Besides, with the launching of super-luxury SUV model in China, some consumers may change their purchasing plan, which will be a shock to other models.