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“This year, we will establish new dealerships in five cities: Wenzhou, Zhengzhou, Xi’an, Ordos and Taiyuan.†On May 18, Zheng Bi, general manager of Bentley China, made clear at the first global dealer conference held in Beijing. In 2011, Bentley's distributors in China will expand to 18.
With the vigorous development of China's high-end luxury car market, many luxury car brands including Ferrari, Jaguar, Land Rover and Volvo have entered China, and after years of understanding of China, they have chosen to withdraw their total agency rights to prevent monopoly. It has become an inevitable trend to directly control the sales market and further expand the sales network.
As one of the beneficiaries of China's auto market, Bentley's rapid development in China and the expansion of its sales distribution are now in full swing. This is the first time that a global distributor conference has been held in Asia and it is considered by some people in the industry that it is the prelude to the recovery of general agency rights.
However, on the 18th, Stewart, the sales and marketing director of Bentley Motor, responded to the cooperation between Bentley and DCH Holdings. “We currently have a five-year contract with DCH Group and have fulfilled the second year so far. We are very satisfied with the cooperation between the two parties and intend to continue our cooperation." This statement denies the resumption of DCH's general agency rights.
Gold China In 2010, China has become Bentley's third largest single market, with sales doubled to 1,000 units. In 2011, the growth momentum continued unabated. Bentley sold 396 vehicles in China in the first four months, a year-on-year increase of more than 65%. China has become Bentley’s second largest sales market in the world.
After nine years of operation in China, Bentley gradually learned about the Chinese market. According to Wolfgang Duhamel, chairman and CEO of Bentley Motors, four Bentleys are currently sold in the world. One of them is sold in China. .
Of course, Bentley's “good weather†in China is inseparable from its agent, Dachang Line. In 2002, Bentley officially entered the Chinese market, and DCH has also obtained Bentley’s exclusive distributorship rights in mainland China and Hong Kong in the same year. As a subsidiary of DCH Group, Bentley China is primarily responsible for the development of Bentley's market in China.
"I think it is not accurate to recall the power of proxy and re-layout." Huang Lixin, general manager of Bentley East China, refuted the claim that Bentley's headquarters may take back DCH exclusive agency rights.
Huang also said that everyone has high firewood, and now Bentley is developing rapidly in China, and 13 dealers are not enough. The pie is large, but few people. "This is a decision Bentley made based on its own development needs. It is not a 're-scheduled' layout. It is to expand the layout, increase sales, and accelerate development."
Although DCH is still exercising the power of general agency, its monopoly position has been broken. "Bentley has a variety of partners, because now is still negotiating with them, there is no way to disclose." Investors for five dealers is still DCH, Bentley Asia and Middle East regional director Jeff · Dingding told reporters.
"The Chinese market, especially the high-end car market, is at a golden stage." Talking about Bentley's prospects in the Chinese market, Zheng Hao is very optimistic.
Recently Hu Run reported China’s rich list, of which more than 100 million people have 60,000 Chinese. In Europe and America, the penetration rate of luxury cars reaches 14% to 15%, but the base number of Bentley cars in China is only 2,500 units (in stock).
“There are 60,000+ billion customers who can buy our cars. Our penetration rate is only 4%. Compared with 15% overseas, we have a lot of room to grow and we can quadruple it. In the next three years, China's luxury car market is still worth high-end expectations, until it reaches a certain level will appear as the kind of relatively slow and stable phenomenon in foreign markets." Zheng Hao said.
From the regional perspective, East China, including Shanghai, Hangzhou, Ningbo, Nanjing and Wuxi, is currently Bentley's fastest-growing market in China, and the base is also large, but if viewed from a single city, the entire North China region The biggest highlight is Beijing.
One detail is worth paying attention to. In the past five years, the owners of Bentley in China are basically men of 35 to 45 years of age. Now a more obvious change has taken place. The proportion of female car owners has grown rapidly. About 15%.
"Strong overweight" not only continues to introduce new models that can attract Chinese customers on the product, but also attaches great importance to the expansion of the distribution network, and at the same time strengthens brand promotion, increases response activities and customer experience." On the 18th, Bentley Motor Chairman and Chief Executive Officer Wal-Mart At the dealers' conference, Franke Duhammo mentioned Bentley’s future market plans in China.
In particular, he emphasized that Bentley will greatly improve related experiments in the Chinese market and will take some prototype stage models to China for experiments. Each of these vehicles costs about 1 million euros. They will conduct test drives and experiments in the Chinese environment, and will also adjust their own suspension systems, navigation systems, and so on.
As an important part of the Bentley Speed ​​Plan, Bentley opened the Bentley China Training Academy in China. It aims to cultivate high-end sales talents and expand the market through high-end sales personnel.
"The Bentley Global Distributors Conference was held in Beijing. It was Bentley's first time to place such an important event in Asia, and chose China alone and chose Beijing, the capital of China." Huang Lixin told reporters that he wanted to tell the world that Bentley Considering the Chinese market, Bentley's future is in China.
Du Hanmo predicts that in about two years, China will definitely become Bentley's largest market in the world. To meet market demand, Bentley will expand its current 13 dealers in China to 18.
“One of our criteria is that within six hours, every owner can find an authorized Bentley dealer. They will also get more convenient and efficient services.†Du Hanmo finally told reporters.