Followed by the second wave of price cuts, it came again. This time, it was a "car subsidy" that began in many places across the country. /kloc-since March of 0/7, the automobile consumption activity of "production and marketing linkage" in Longquanyi District of Chengdu was officially launched, and a huge subsidy of up to 1 100 million yuan was distributed. The maximum subsidy for consumers to buy cars and bicycles can reach 6.5438+0.5 million yuan.
Judging from the profit margin, this is undoubtedly the biggest promotion activity in Chengdu auto market.
However, this wave of concessions in Chengdu, at present, the enthusiasm of consumers to pay the bill is not high, and they are still waiting to see. To put it bluntly, the first wave of price cuts led by Hubei has lasted for about half a month. Consumers seem to feel that they have figured out the "preferential routines" of car companies, so it is normal that this wave of price cuts did not immediately promote orders.
After Chengdu, there are Changchun, Hangzhou and other places, and similar automobile consumption subsidies are also being distributed, with a maximum of 30,000 or 1 10,000. Although there is no huge subsidy like Chengdu, it is enough to stimulate consumption in the local automobile market.
Hubei initiated the first round of price reduction in the automobile market, and then Chengdu, Sichuan led the second round of price reduction in the automobile market. Higher subsidies also give the market some expectations about the impact of this "price war".
How long will the price war last?
Recently, the main theme of the domestic automobile market is "subsidized price reduction". Quite a few car brands are involved in this wave of price cuts. The first one is the new energy price reduction tide driven by Tesla, and then the big price reduction model opened by Dongfeng in Wuhan, with a maximum price of 90,000, which has attracted the attention of consumers. In fact, this time, Wuhan is not an inclusive discount, but a kind of welfare with "local characteristics".
After that, the price reduction mode of fuel vehicles continued to spread.
Recently, Chengdu has also begun to subsidize local+car companies. Buy Volvo, Shenlong Automobile, Linke Automobile, Universiade Automobile, FAW Toyota, Hongqi Automobile, FAW-Volkswagen and Geely Automobile with production bases in Chengdu, and you can get preferential subsidies of/kloc-0.3 million yuan to/kloc-0.5 million yuan. There is also a subsidy of 65.438+0.5 billion yuan from Jilin Province, covering all self-owned and joint-venture brand passenger cars and light trucks owned by China FAW, with a maximum subsidy of 37,000 yuan for bicycles.
The strength of Chengdu has already broken through the highest preferential strength of 90,000 yuan of Dongfeng in Hubei, but the preferential strength of 6,543,800+0.5 million is aimed at Volvo S90 (it was also about 6,543,800+0.4 million before, but the preferential strength has not changed much), and other models can't get the preferential strength of 6,543,800+0.5 million. The highest is 70,000 for Shenlong Automobile, 25,000 for Ke Ling Automobile, 65,438+30,000 for Geely Automobile, and 6. 1 10,000, 23,500 for Toyota and Volkswagen.
Similarly, this time the subsidies are preferential to local consumers.
Let's look at the two price cuts in Wuhan and Chengdu together and analyze what a wave of price cuts have in common. First of all, Wuhan and even Hubei Province is a big province for the development of automobile industry, and Wuhan is also one of the three most representative production bases in Hubei.
Compared with the southwest, Chengdu is also an important automobile industry base, especially in Chengdu Economic Development Zone (Longquanyi District), where there are 10 automobile companies such as FAW-Volkswagen, FAW Toyota, Dongfeng Shenlong, Volvo and Geely. Many popular models, such as sagitar, Jetta series, Toyota Asian Dragon, Peugeot 5008 and Volvo XC60, are produced in its manufacturing plant in Longquanyi District.
Obviously, this subsidy has a strong purpose.
In addition to benefiting consumers and boosting automobile consumption, the preferential activities of automobile market terminals have another purpose. It is the vehicle enterprise that prepares for the vehicles that meet the national six B emission standards. The second stage is from July 1 day, 2023, and vehicles below the national emission standard B cannot be sold, registered or licensed. Then, it is the primary purpose to switch from National Six A to National Six B and sell cars with National Six A emission standards.
On the other hand, after preferential policies were introduced in March 17 Chengdu, consumers' mood of going to the store for consultation was really high, but the order volume of the transaction did not increase significantly enough. Waiting and seeing is still the mainstream attitude of consumers. They may wait for a bigger discount, and they are still hesitant to place an order.
In the short term, the industry believes that the price war of fuel vehicles will last at least until July this year 1.
Will the fuel car market collapse when the price cuts cool down?
Coupled with the subsidy policies introduced by various places, for example, Haval Automobile gave the best-selling model H610.5 million yuan a national premium; Beijing Hyundai has also released a comprehensive discount, and consumers can get a subsidy of up to 55,000 yuan for purchasing 8 models. This year, price reduction promotion has become the key word of the automobile industry in the first quarter. If there are local subsidies, they will roll together, and if there are no local subsidies, they will have to increase the preferential intensity separately.
The reason is understandable, and clearing inventory and promoting sales in a short time can be immediate.
I can't help thinking about a question. After short-term promotion, the automobile market will return to the normal sales mechanism. Theoretically, it is unlikely that the large-scale discount of the terminal will exist for a long time. Even with the impact of new energy, the fuel vehicle market will not suddenly collapse, so that the product price will fall all the way. The probability of this happening is not in line with the laws of the market, so it is unlikely to happen.
See what benefits this price reduction will bring. First of all, consumers benefit from more affordable prices. After buying the selected car, the sales volume of the automobile factory has also gone up, and the inventory products have also been paid off, which is also a win-win result. Secondly, the decline in the price of new energy vehicles has also affected the used car market, and the price will also drop, which is also good news for consumers who have the demand for used cars.
Some people may be curious afterwards. There is a first wave and a second wave. Will the car price get lower and lower? For example, on the eve of July 1, the inventory of car companies has not been cleared. Will the car price become "cabbage price"?
This matter may be decided according to the purchasing power of consumers, but manufacturers will not sell cars to cabbage prices. Just like Tesla's price reduction model, car companies will lower the price of products and let acceptable people pay the bill; For example, the original price of 65,438+0,000 vehicles in stock is 300,000, and 800 vehicles are cleared to 200,000. If 200 vehicles are sold at a price of10.5 million or lower, there may be losses, and the second is to disrupt the market order. In this way, cars that can't be cleared can only flow to the used car market in the end, and new cars should not be sold.
From the consumer's point of view, this wave of price reduction, buy or wait?
First of all, we must think clearly about what we are waiting for. We are waiting for the price reduction of the target model. If it is the core selling products of luxury brands, such as BMW 3 Series and BMW 5 Series, we don't have to wait. Judging from the sales situation over the years, there is no big price reduction.
If it is a mid-range brand, the products of joint ventures or domestic enterprises such as Toyota and Volkswagen can wait. July is a time node, but it does not rule out the work of clearing the warehouse in advance and promoting the recovery of the industrial chain. It's hard to say whether the discount will shrink. In short, if the price is right, you can consider taking the shot.
Then, will the auto market return to its previous sales state after the price reduction?
After this wave of price reduction, there is a high probability that the domestic automobile market (fuel vehicles) will return to normal sales standards. The industry believes that this price cut will not lead to a major reshuffle in the fuel vehicle market. If the reshuffle or reorganization of the whole vehicle manufacturing industry is too drastic, it will definitely bring a certain degree of impact to society. Not to mention the collapse of the fuel vehicle market, it drives a complete industrial chain, including maintenance, maintenance, parts production and so on. Moreover, at present, the production and sales scale of new energy vehicles is not enough to support the social value brought by flat fuel vehicles.
Then, in order to maintain social values, will the fuel vehicle market collapse so easily? Think for yourselves. There is a reason for the local+enterprises to cut prices this time, but this time there are many places, great efforts and early time, so it will give consumers a certain illusion.
Don't think too much and don't worry too much. Again, buying a car is the right price.
This article comes from Luca Auto, the author of Easy Car, and the copyright belongs to the author. Please contact the author if reproduced in any form. The content only represents the author's point of view and has nothing to do with the car reform.