Many Chinese people think owning a car of Benz of BMW is the way to show social status. However, in the top 100 luxury brands list, which will be released in January by the World Luxury Association, these two brands are not likely to be contained.

In developed countries, Benz and BMW provide cars of different prices. Only those priced more than one million dollars and are not produced in large amounts can be called luxury cars, like Ferrari, Lamborghini, Aston Martin and Rolls-Royce. In fact, some taxis in Germany are Benz or BMW cars.

To set up elegant images, Benz and BMW raise their brand positioning in Chinese market, turning themselves into luxury cars which only very rich people can afford. But now most people have changed views as economy developed these years. As more world-famous brands entered Chinese market, rich people have more choices today.

The top 100 luxury brands list aims to select those more valuable in consumption, brand history and commerce. It could be a big challenge for the brands which were listed before but have lost valuation, such as Benz and BMW.