Is the limited edition domestic god car really worth it?
Text/Ni Haifeng
When it comes to selling cars at a premium, who do you think of?
I believe that my mind is the same as yours, the first thing that popped out was the record-setting "mark-up god car" of that year - the imported Toyota Alpha. The guidance price of eight or nine hundred thousand yuan, at the peak of the time to pick up the car, you must add 400,000, and do not issue a ticket. But the more difficult it is to find a car, the more people who buy it are lined up, where is the reason for this?
But today, our protagonist is not Toyota Alpha, but a limited edition model of its own brand, which is the Cyber Tank 300.
About this car, friends who don't know much about it can actually guess after seeing its shape, that is, the Cyber Tank 300 is based on the high-end model of the Tank 300, in addition to the addition of appearance kits and nitrogen suspension and large wheels, core components such as engines and gearboxes are still consistent.
However, the biggest difference between it and the tank 300 is that the Cyber Tank 300 is limited to 3,000 units, and the price has also increased from the high-end model of the ordinary tank 300 to 308,000 yuan.
Is it somewhat unexpected that an autonomous hardcore off-road SUV sold for nearly 310,000 yuan? There's something even more surprising!
On a second-hand website, the owners of the car who just mentioned the car began to sell the Cyber Tank 300 online, and the price was much higher than the official guidance price of 308,000 yuan. Taking the above-mentioned second-hand seller in Shenzhen as an example, his Cyber Tank 300 only purchased compulsory traffic insurance, and did not pay commercial insurance and purchase tax, asking for 398,000 yuan.
According to the first year of commercial insurance 8,000 yuan and purchase tax of 28,000 yuan to calculate, to buy this second-hand cyber tank 300, the buyer needs to spend nearly 440,000 yuan. At this point, it is equivalent to adding 100,000 yuan to the original price of 308,000 yuan.
It is not only this one owner who is sold on the Internet, but a casual search of two will find these two sellers. Their selling price is also very high, one listing 440,000 yuan (tax, insurance unknown), the other listing 438,888 yuan (including insurance and tax).
A second-hand car, more than 100,000 to buy it, what do buyers want?
In fact, I know that everyone does not understand the price increase behavior, thinking that now that the automobile industry is so developed, why do people still spend hundreds of thousands of yuan on mass-produced industrial products to pay for it? This involves the relationship between markets and pricing. In general, the pricing of a car must cover the manufacturing cost of the product, because it is almost impossible for an automobile manufacturer to make a loss-making transaction.
However, another layer of pricing is the market's expectation of this car, which is what we call market pricing. If the official pricing is higher than the market pricing, then the price reduction promotion will usher in higher sales, and if the official pricing is lower than the market pricing, consumers will avoid or alleviate the situation that a car is difficult to find through the behavior of price increases.
Friends who bought Toyota Alpha at a higher price, we all jokingly called them "stupid people with a lot of money", but in fact they are not stupid at all, and even very shrewd. Although the money did cost a lot, the price of selling used cars after 3 years of driving has also risen. Landing more than 1.2 million mark-up Alpha, the 3-year retention rate can still reach more than 1 million, equivalent to less than 70,000 yuan of depreciation per year, which is still very cost-effective for a million-level luxury car.
The unlimited Alpha can have such a high retention rate, limited to 3,000 and already sold out Cyber tank 300, guess how much room it can depreciate?
In fact, regarding the price increase, in the end, it is the embodiment of the hard core of the product force. You see Alpha, the comfort of the two VIP seats, the near-perfect spatial performance and the superior NVH performance are all trump cards that attract the rich to pay for it. In short, in today's Chinese auto market, there is no product that confronts PK, so it is indeed worth this price.
The basic model of the Cyber Tank 300 Tank 300 is also a hot model, which was snapped up by the market once it was sold, and even the factory stopped production for a short time because of chip supply problems, which led to a wave of price increases in the market.
So in my opinion, the price increase is not a bad thing, why not increase the price of domestic cars? Excellent products can obtain greater benefits in order to stimulate domestic OEMs and designer teams to produce more high-quality models, which is the real "quality cycle".
Therefore, I still hope that there are more models like Cyber Tank 300, why can independent brands only do cheap and low-end?