Recently, a "insider" broke the news on the car circle hot search, the domestic BMW X5Li has been determined to price: 558,000 yuan for sale, the news accuracy rate of "99%". When Yipinjun visited the terminal dealer, he got the opposite reply.
"The domestic BMW X5Li is expected to be put into production in April this year, and when it arrives at the store in May and July, it will provide two different power models of 30Li and 40Li, but the so-called starting price of 558,000 yuan on the Internet is inaccurate and will not be so low." A BMW 4S store worker said.
Seeing this, if you still believe in the "internal pricing" of the domestic BMW X5Li revealed by "insiders", it is really a peach. First of all, from the perspective of the consistent style of luxury brands, after luxury brands make models domestic, the price of domestic models will generally not appear in the phenomenon of "jumping off the building and selling" compared with the price of imported models, and large luxury cars like BMW X5 do not need to reduce dimensions to fight the market.
1
Domestic ≠ jump off the building to sell
When a model is domestically produced, many people's first reaction is that they do not need to bear import tariffs after domestic production, and the cost of domestic production and manufacturing is also greatly reduced, so when the identity of a model is switched from import to domestic, the price will be much cheaper. But in luxury brands, domestic production is not equal to jumping off the building and selling. For example, the starting price of Mercedes-Benz E-Class and BMW 5 Series is basically the same.
Audi A7 and Lincoln Aviator before and after the domestic production of although there is a significant price difference, but these are only reflected in the numbers, imported model configuration is less, after the domestic production in order to meet the diversified needs of Chinese users, providing more configuration types for the majority of consumers to choose, when a model can choose more configurations, the overall price range is also naturally widened to both ends, which is normal pricing, not "jumping off the building".
2
The BMW X5 does not require dimensionality reduction strikes
For luxury brands, brand premium is a very valuable asset, price reduction is the damage to the brand premium, so many luxury brands in the domestic price has not decreased, but also the protection of the brand premium, the saved import tariff costs and manufacturing costs are used to do something else, such as enriching the model configuration, investing in research and development, etc., is not fragrant?
Luxury brand models will not be greatly reduced in price after domestic production, BMW X5 can not and do not need to reduce the dimension to hit sales, so it is unrealistic for domestic BMW X5Li to sell for only 558,000 yuan. Yipinjun boldly guessed that the starting price of domestic BMW X5Li will still be more than 600,000 yuan, combined with the current status quo of common sales of BMW 5 series domestic models and imported models, imported BMW X5 and domestic BMW X5Li will most likely be sold at the same time, and the follow-up domestic BMW X5L will meet the needs of Chinese users, and imported BMW X5 to meet the needs of "BMW powder" that pursue control.
In this way, the imported BMW X5 and the domestic BMW X5Li form a synergy, which can not only achieve new sales growth, but also enhance the brand premium, highlight the brand label, and achieve sustainable development while following the principle of "China first".