In the past, most of the "mark-up behavior" appeared on some high-end models, and recently, Jianghujun received a lot of feedback from netizens, a large number of brand 4S stores sold cars at a high price, and there were different degrees of bundled sales, compulsory consumption, etc. So the question is, what is the reason for this phenomenon?
The average price of the transaction has risen, and the markup has become the norm
According to CCTV Financial Report, the average sales price of traditional fuel vehicles in December 2021 reached more than 156,000 yuan, an increase of about 10,000 yuan over the same period of the previous year. Before that, the Chinese market showed a downward trend year by year, so since last year, some netizens have reflected the difficulty of picking up cars, rising car purchase costs and other such situations.
This report mentioned that in addition to the fact that most brands on the market have seen a rise in transaction prices, as far as the current widespread price increase is concerned, the high-end models of a luxury brand need to add 50,000-300,000 yuan to pick up the car, if there is no price increase, it cannot be booked directly.
In addition to luxury brands, some joint venture brands also have a mark-up situation, the difference is that the role of its markup is to provide the right to give priority to the car, and even the price increase package launched by a certain model, according to the price level to distinguish the date of pick-up. That is, the more you increase the price, the faster you can lift the car.
Missing cores are not the only reason
As we all know, due to the impact of the new crown epidemic, a large number of automotive chip manufacturers have stopped production, so that it is difficult for major automobile OEMs to deliver cars on time and on time, and the current situation of demand exceeding supply has emerged.
Toyota, for example, has previously reduced its global car production in September from the original plan of 900,000 to 540,000 units, and 27 production lines in 14 factories in Japan alone have been forced to shut down.
Not only that, the major car companies in Europe have also been significantly affected, the automobile production capacity has dropped sharply, and it is difficult to find a car in many regions, which basically covers the mainstream brands in the current market.
In addition, the epidemic has also led to a sharp increase in global maritime prices and a reduction in timeliness, and China's requirements for customs epidemic prevention are extremely high, and most of the pick-up time of some imported cars affected by this is more than 3 months longer than before, which has spawned a situation in which some luxury brands can significantly increase prices to pick up cars.
Therefore, the chip shortage is an accepted fact, but it is not that all models are in short supply, but the 4S store takes this opportunity to deliberately create this atmosphere, thereby increasing the transaction price of new cars. But as the saying goes, "Zhou Yu hits the yellow cover, one is willing to fight a wish to be beaten", so some consumers are in a hurry to pick up the car, or think that it is still worth buying after the price increase, and the market will screen the people who really need it through the price.
Mark-up is illegal
In fact, according to the "Measures for the Administration of Automobile Sales" issued by the Ministry of Commerce, dealers should clearly indicate the prices of sales of automobiles, accessories and other related products and the service charges in an appropriate form at the business premises.
It is not allowed to sell at an additional price or charge additional fees in addition to the list price, such as licensing, leaving the warehouse, decoration, insurance, etc., and cannot be mandatory to pay by consumers. At present, the situation of price increase and car lifting in the market is naturally an illegal act.
A few days ago, the Great Wall Tank brand issued an announcement that in response to violations such as "mark-up delivery" reported by netizens, the company has decided to permanently cancel the brand operation authorization of the dealers involved, and will increase the verification of abnormal orders. At the same time, tank officials also said that users and fans are welcome to supervise.
In response to the tank's move, many netizens clapped their hands and praised it. Since its listing, the Tank 300 has been quite "hot", and the official has issued many announcements, suspending orders due to too much order backlog. Although it has been almost a year since the delivery of the Tank 300, there is still a shortage of supply on the market.
In the view of Jianghu Jun, these price increases not only damage consumer confidence and brand favorability of consumers on the brand, but also disrupt the normal order and fair competition of the market. In addition to relevant measures to strengthen supervision, only by eliminating car increases from ourselves, perhaps the Chinese auto market can get back on track as soon as possible. What do you think about that? Feel free to let us know in the comments section.