China Becomes an Important Market for Ultra-luxury Brands

Gasgoo.com (Shanghai Dec 21) Aston Martin plans to bring at least six models of SUV and crossovers into the Chinese market including Rapid E, the Internet electric vehicle which it will jointly launch with China’s Letv group and the crossover, DBX.

In addition to Aston Martin，more and more ultra-luxury brands like Bentley, Porsche and Lamborghini have begun to increase investment in the Chinese market in recent years, bringing new technologies and products into China in order to win the Chinese consumers in new way of marketing and enhance its influence in the Chinese market.

Exclusive Positions Set up for China

The main reasons why ultra-luxury brands can attract customers lie in advanced technology, excellent configuration, limited production and high price.

As the sales of ultra-luxury brands rising in the Chinese market, the product planning of automakers begin to tilt toward Chinese consumers, giving rise to the exclusive planning for China.

"We set up a special position of product planning manager who will make research on the demands of Chinese customers, make exclusive product planning and send relevant information and feedback to headquarters, which will have an important impact on the brand development in Chinese market,” said Peng Mingshan, China’s CEO of Aston Martin.

Exclusive Products Customized for China

In an attempt to cater to Chinese consumers who prefer SUVs, Aston Martin will launch DBX GT in 2019, a crossover customized for the Chinese market.

Bentley revealed gilded Mulsanne at the Shenzhen-Hong Kong-Macao International Auto Show of this year. And it also brought Bentayga into China.

And Lamborghini exclusively launched Huracan in Chinese market.

Good Sales in China

Data show that the global sales of Bentley got to 11,000 units in 2014, including 2,670 units sold in the Chinese market which was more than a quarter of its total sales.

Maserati sold 36,500 units worldwide last year 9,400 units of which were sold in China, nearly a quarter of its total sales.

Lamborghini performed well in the Chinese market in the first half of 2015 with a yearly rise of 66.3% in sales. As of November in 2015, the total sales of Lamborghini have surpassed the annual sales of last year.

"China has become the second largest market of Lamborghini and has great potential for growth in the future,” said Stefan Winkelmann, CEO of Lamborghini.