Chinese media outlet Kuai Technology reported on the 4th about the sluggish sales of imported luxury cars in the Chinese market, stating that 'imported luxury cars are no longer a status symbol.'

According to the article, imported luxury cars, once symbols of status and economic power in China, have seen their sales decline in recent years due to the rise of Chinese-made new energy vehicles.

Data from the Passenger Car Market Information Joint Council of the China Automobile Dealers Association shows that in the first half of 2026, automobile imports decreased by 11% year-on-year to 200,000 units, and retail sales decreased by 29% year-on-year to 190,000 units.

In the first half of 2026, sales of ultra-luxury brands plummeted across the board, with Bentley, Rolls-Royce, and Ferrari all seeing a decrease of approximately 30% year-on-year. Maserati saw a 48% decrease, and McLaren a 90% decrease.

Among major imported luxury car brands, Lexus ranked first in sales with approximately 70,500 units, followed by Mercedes-Benz in second place and BMW in third. However, it is said that inventory is piling up, and sales promotions through discounts have become common.

China's automobile imports reached 1.43 million units in 2014 and have been declining ever since. From 2021 to 2025, annual imports nearly halved from 930,000 units to 480,000 units.

The core reason cited by the article for the struggle of imported luxury cars is their replacement by Chinese-made automobiles. Five years ago, the combined market share of joint venture brands and imported cars was 61.6%, but in the first half of 2026, Chinese independent brand passenger cars accounted for 71.8%.

In addition, changes in consumer values are also having a significant impact. The article stated, 'Ten years ago, imported cars were a "business card" indicating status. Today, flagship models of domestic new energy vehicles in the 300,000 to 400,000 yuan (approximately 7 million to 9.3 million yen) class lead comprehensively in terms of equipment and smart features, and it is no longer considered "uncool" to drive a Chinese car.' (Translation/Editing: Noya)