The Influence Of Automobile Market Brand Share On Sales Performance

The Chinese small luxury car segment has continued to maintain strong growth in recent years.On one hand,the rapid rise of this segment reflects the trend of consumption upgrading in passenger car market,and on the other hand,the personalized needs of luxury car consumer groups “not following the crowd”highlight differences in brand positioning and marketing strategies.The unique " individualization " factor in the sales of small luxury car segment may lead to a contradiction between the brand’s "market share" and "market expansion potential" : high market share means high sales,but it may also decrease the brand’s uniqueness,reduces consumers’ willingness to buy and hinders the further increase in sales.This research will take MINI,a typical brand in the small luxury car segment as an example,and based on the sales data of small luxury car brands subdivided to prefecture-level cities from 2015-1019 to empirically examine the sales performance of the MINI brand in various regions.Does it have the above characteristics of "not following the crowd",whether the sales growth rate will fall into a downturn as the market share increases.Through the establishment of a regression model of data,the study confirmed that there is a negative correlation between the initial market share of the MINI brand and the future sales growth rate.The higher initial market share of each city may mean that the market is relatively saturated and the future sales growth rate will decline.Taking into account MINI’s brand positioning,the study further found its consumption patterns.If the MINI brand’s market share in prefecture-level cities reaches a certain upper limit,once it loses its "different" characteristics,consumers’ willingness to buy will be greatly reduced.The verification of the “individualization” consumer preferences of the passenger car market in this study provides empirical support and expansion for theoretical research on consumer behaviour in this market,and on the other hand,it can also provide a useful reference for future marketing strategies of related passenger car brands.