There is such a car company, its models do not increase the price even if it is preferential, in the context of chip shortage in 2021, sales can reach a new high. You already know who you're talking about. The models produced by this car company are very common on the road surface, and it is reasonable to say that the models facing the general public should not be like this, but why can this car company increase the price so much in China?
The price increase model is mainly due to its mid-size seven-seat SUV, "high-end" MPV, several hardcore off-road vehicles and some models of luxury brands, and at the end of 2021, there is one more - domestic home MPV. These cars basically need to be increased in the market, and even some models need to be rushed to buy.
As for why they are so popular, the strength factor is indeed a very important factor. Looking at these models, it is difficult to find competitors in their respective market segments. For example, its medium-sized seven-seat SUV, when it first came in, it triggered a wave of seven-seat SUV small climax, until now after experiencing many challenges of competitors of the same level, it is still a benchmark in this field, and the monthly sales are stable at seven or eight thousand, in the words of consumers, it is "more expensive than me, not practical than me, cheaper than me, not my quality."
Looking at the entire production and sales cycle of the previous generation of models, the price increase range is as little as 10,000 yuan and as much as 30,000 or 40,000 yuan.
Secondly, the strategy of this car company is also very critical, mainly to thoroughly understand what is "supply and demand" and what is "scarce and expensive".
For example, the "high-end" MPV model, its price increase can reach 200,000 or 300,000, of which a very small supply can not be ignored. Manufacturers said that the production capacity is limited, the amount of this car allocated to the Chinese market is very small, it is said that its monthly quota in China is only about 400, from the perspective of the law of the market economy, the supply and demand relationship of The scale is seriously unbalanced.
After all, in the domestic high-end MPV market, almost a blank, no competition also makes the sale of this model can be more arbitrary, once the appearance of the old model is more conservative, and even had a discount, and sales are very poor; now the price increase of hundreds of thousands, but a car is difficult to find, this car company will not only market, but also cut to human nature.
As for its luxury brand models, in the case of medium-sized cars, it is almost impossible if you want to buy a car at the official price. If you want to mention a car, you need to choose the "package" provided by the 4S shop. But if you don't buy a package, the time to pick up the car will be in the Year of the Monkey, and a similar scene occurs in the 4S stores in major cities, and it is difficult to buy a car without a price increase. Although it has already started production in India and expanded its production capacity, despite this, only one plant model in Japan is supplied to China, reducing production and maintaining a situation in which supply exceeds demand.
The establishment of marketing and brand image is quite good at this car company, publicizing its "high-end" MPV in Guangdong and Hong Kong is highly respected, and the image of "star nanny car" is deeply rooted in the hearts of the people, so that this model can hardly find the same products in this market that can replace it.
The entire car series has a reputation of "one car passed down for three generations, people are still walking", etc., inadvertently engraving the impression of good quality in the hearts of consumers, and at the same time, with the help of the collision storm incident of China Insurance Research Institute, it is trying to smear and slander Ashkenazi competitors, making its position in China more stable.
There is a problem that everyone understands very well, there is no discount when you buy a car, and even add a lot of money, the quality feels very good, you can naturally sell more money when you sell the car, and the name of the car company with a high retention rate is also deeply rooted in the hearts of the people. After doing this, no matter how crazy it is, no matter how much it raises the price, it will not affect how well it sells.
All of the above together has contributed to the situation that consumers are scrambling to buy and increase the price today, and they can complete so many operations, which also shows that car companies do have strength. There are also some users who belong to "how badly scolded at the beginning, how fragrant it was to buy in the end", from the market performance of each major model, the price increase has little impact on this brand, and even many consumers who want to buy these cars will not ask "Does this car have a discount?" after going to the 4S store? Instead, it will ask "can this car not increase the price", and over time, this situation has also subtly affected everyone's psychology, and the price increase of its models is naturally more arrogant.
Nowadays, the profit of dealers selling cars is generally not high, and some other car companies will even lose money after throwing huge discounts to sell cars. The dealer profit margin of this car company is very impressive, not only the model markup income is almost all into their own pockets, or do not have to pay taxes to invoice that kind, and the zero ratio of its models remains high, the higher the zero ratio, the more expensive the accessories, the more expensive the car repair.
For example, in models within 100,000 yuan, the zero-to-whole ratio of a small car is as high as 406.66%, while the average zero-to-whole ratio of the same price is only 293.85%, which is a full third higher.
For manufacturers, it is not only the high price of surface parts, but more importantly, the control of the aftermarket, which means that the stronger the control of car companies in the aftermarket, it can ensure the higher profits of dealers and 4S stores. Selling cars has made a lot of money, maintenance and maintenance are a big profit, manufacturers eat meat, dealers can drink broth.
So, now I know why it's so crazy and can sell so well!