Luxury car brands target broader market segment

VietNamNet Bridge - Analysts say the automobile market in 2019 will witness the launch of a series of mid-end models with modern technologies and reasonable selling prices.


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In late February, Mercedes Benz Vietnam introduced an upgraded C-Class, with adjustments in design and technology. It is equipped with 1.5L Mild hybrid EQ Boost.

There are three C-Class versions, namely C200, C200 Exclusive and C300 AMG. 

The biggest change in Mercedes C-Class 2019 lies under the hood. The 2.0L petrol engine of the old model has been replaced with Mild Hybrid engine. The system includes a 1.5L petrol engine with the capacity of 181 horsepower and 48V electricity generator which can increase the capacity by 13.5 horsepower more when speeding up.

The biggest change in Mercedes C-Class 2019 lies under the hood. The 2.0L petrol engine of the old model has been replaced with Mild Hybrid engine. The system includes a 1.5L petrol engine with the capacity of 181 horsepower and 48V electricity generator which can increase the capacity by 13.5 horsepower more when speeding up.

In 2019, a big rival of C-Class 2019 – BMW 3 Series of the next generation – will arrive in Vietnam as CBU imports. BMW 3 Series has new exterior design and is equipped with many new technologies. 

Vietnamese customers have also been told to expect Audi A4 2019 which will arrive in Vietnam in the time to come. Audi A4 2019 has a new front bumper design, new molded rim, and some sporty characteristics.

Mercedes Benz Vietnam has set the retail prices at VND1.499-1.897 billion for C-Class 2019, while stating that with C-Class, it will compete with models targeted at mass customers such as D-class products such as Toyota Camry, Honda Accord and Mazada 6. 

In addition, the manufacturer also hopes it can attract users of D-class cars such as Toyota Altis, Ford Focus and Mazda 3 who want to have new cars.

CBU imports bear high import tariffs, but many BMW models have seen the prices drop sharply recently. They now have prices equal to domestically assembled products of the same kind.

Tran Ba Duong, president of Truong Hai Auto, a distributor of BMW products, said the company has tried to slash management costs to make BMW prices more competitive.

Analysts predict that if the EU-Vietnam FTA takes effect, the price of European imports will be decreasing further and the mid-end models of luxury brands will compete fiercely with popular brands.

Car dealers note that there is a shift from using low-end and mid-end models of luxury brands. As living standards have improved, the demand for luxury cars will be increasing rapidly. Surveys all found that buyers wanted more expensive products than the ones they are using.

The highest growth rate in the market can be seen in the mid-end segment. The models priced at VND1.5-3 billion are selling well.


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Tran Thuy

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