When it comes to the chip famine, when did it start, it should be in December 2020, when the impact was not very large, and gradually began to show the impact of the chip famine on the automotive industry in the second quarter. Now, it's been almost a week since the chip famine. Tomorrow, it is the new 2022, whether the epidemic will pass, whether the chip will recover, are all question marks.
But what is certain is that the FAW-Volkswagen terminal discount will be tightened in January, which is the information revealed to me by the staff of a FAW-Volkswagen dealership during a visit at the end of December.
The first time we visited the FAW-Volkswagen terminal market was in November this year, and although the interval between the two times did not span the past two months, we still collected some information, some information that could reflect the change. For example, the amount and quantity of model inventory, the impact of single store sales, or whether the model discount has increased.
Specifically, let's talk slowly.
Volkswagen Magotan/Tanyue has changed significantly, and the inventory/discount has been adjusted in stages
It is still a weekday in mid-week, and a FAW-Volkswagen dealership in Beijing is greeted by staff after simply registering information. I jokingly said "Today is a bit deserted", and the response was "every day is, the same on weekends, no one".
Indeed, in the store, we also counted three waves of passenger flow, and the other two waves were concentrated in front of the volkswagen sagittarius and volkswagen Bora. And we choose to understand the recent situation of Volkswagen Magotan and Volkswagen Tanyue, two hot products. I still remember last month, in the FAW-Volkswagen store in the city, I learned that the 330 and 380 versions of Volkswagen Magotan were out of stock, with a maximum discount of 20,000 yuan.
After a month, the situation of volkswagen Magotan has changed. Volkswagen Magotan's entire series of discounts of 30,000 yuan, replacement subsidies of 8,000 yuan, combined with a combination of 38,000 preferential treatment, is indeed a big increase over last month. Regarding the inventory, the 380 model is still very small, a bit like the order system production, that is, if you need me I can give you a order, a month or two months of car can arrive at the store. The rest, like the 330 series, the leading model sells the best, and there are no cars in the store; the 330 deluxe version now has 10 stock cars in the store.
Volkswagen Magotan's monthly quota is not fixed, high and low. Regarding the fact that volkswagen Magotan's quota was small in November, the staff in the store said that there was indeed such a situation, but at the end of November, the quota was restored somewhat, but now it seems that it is no longer available. This month, the quota of single-store and Volkswagen Magotan is 30 units; compared with November, the quota of less than 10 units per store has greatly improved.
Regarding Volkswagen Tanyue, we can still see Volkswagen Tanyue in the parking lot outside the second store. Its inventory is still very large, and the scene is familiar, and it has not changed much from November.
In November, the discount of Volkswagen Tanyue was up to 35,000 yuan. At the second dealer visited, it was learned that the current discount of the whole series of Volkswagen Tanyue is 40,000 yuan, the replacement subsidy is 9,000 yuan, and the comprehensive discount is close to 50,000 yuan. The hot products are still 330 series products, the quota varies little 20 or 30 units per month, and the quota proportion of 330 series accounts for 80% and 380 series accounts for 20%.
To summarize, the changes in Volkswagen Magotan's products, discounts, inventory phased rises /adjustments. Why is it a stage, according to the information of the staff in the store, the production capacity gradually recovered at the end of November, and now it is in a supply relationship with a relatively "tight" supply source, and according to another brand's internal source, Volkswagen Magotan's chips are indeed in short supply.
The change in the inventory of The Public Exploration is not obvious, it is relatively stable and sufficient, and the obvious change is its preferential margin. The comprehensive discount from 35,000 in November to 49,000 in December is indeed more obvious. When asked about the relaxation of the preferential policy for the staff to explore Yue, the reply was that it was about the same as in mid-November, and combined with the sales volume of 0.95 million units in a single month in November, the adjustment of the preferential treatment seems to have brought about an increase in sales.
Energy conservation, there are large changes and small changes
Under the background of chip shortage, the brand side will certainly not share the limited chips equally to each model, but optimize the production capacity in a targeted manner. For example, we are familiar with Volkswagen Golf, Volkswagen Sagittarius, Volkswagen Bora these products.
First of all, let's talk about the overall situation of FAW-Volkswagen, according to the staff of several stores, from the summer onwards, FAW-Volkswagen's production capacity has gradually decreased from 70,000 to 80,000 units per month to about 30,000 units. At the beginning, the impact of production capacity was not obvious, the in-store inventory could basically maintain the total inventory of 170-180 units, and the monthly sales volume of a single store was maintained at about 100 units; now the total inventory of a single store was maintained at about 70-80 units, and the personal sales of the staff in the store decreased by nearly 50%, and the original per capita sales of 29 units is now up to 13 units.
From the perspective of capacity adjustment to individual staff sales, the capacity problem caused by chips still exists.
Starting from the hot product of Volkswagen Bora, the staff in the store said that the discount of Volkswagen Bora is now 35,000 + 2,000 yuan replacement subsidy. The preferential force is not small, but the inventory is not enough, basically belongs to the situation of selling one by one, in order to maintain these hot selling products FAW-Volkswagen to reduce the allocation also to maintain production capacity.
The Bora exhibition car in the first dealer store visited hung a sign of "exhibition car sold", and this car was locked in the showroom, and consumers who watched the car in the store could only look at the appearance outside the car. The staff also said that at the end of the year, there are more consumers who buy this kind of Volkswagen Bora and Volkswagen Sagittarius, and they all want to drive a car home in the New Year, and 100,000 is not particularly expensive, so at the end of the year, this kind of car is particularly easy to sell. Last month, volkswagen Sagitar offered 20,000 yuan, and now the discount is 28,000 yuan, and there is a replacement subsidy of 2,000 yuan.
However, the inventory of the two cars is still not much, and the quota of two cars arriving in December adds up to more than 20 units, and they are still coming to the store one after another. Then, we are more familiar with the Volkswagen Golf product, let's talk about its sales before talking about it.
In June this year, it was the highest sales point after the car was replaced and launched in 2020, with a monthly sales of 0.8 million units. After that, sales of the car seemed to have been affected in some way by 0.5 million units in July, 0.2 million units in August, 0.2 million units in September, 0.29 million units in October, and then 0.48 million units in November.
Summarizing the information in several stores, Volkswagen golf inventory has been in a relatively tight state, starting from July; now the booking has to wait for 1-3 months, and the discount is only 10,000 yuan (some stores are 3,000 yuan), and the replacement subsidy is 2,000 yuan. Several stores have scattered Mass golf inventory, but all in single digits. From the production capacity, preferential strength and waiting cycle, it seems to illustrate some problems, it is the least preferential and longest waiting cycle of the FAW-Volkswagen models we have learned.
summary
After the second visit to FAW-Volkswagen dealers, now Volkswagen Magotan, Volkswagen Sagitar, Volkswagen Bora, these car products good changes in the rise in the intensity of the offer, but according to the first store staff said that this is likely to be related to the end of the year, what kind of preferential strength in January is not easy to say, but now the discount of car products has risen somewhat.
In addition, like the SUV product Volkswagen Tanyue, the inventory is still sufficient, the discount has also risen, which is a good change, and the sales volume in November has also risen. In contrast, the performance of Volkswagen Golf is not good, after several stores visited, this product has several common points, less inventory, and a long waiting cycle.