Before the Spring Festival, we visited SAIC Volkswagen once, due to the Spring Festival reasons, the existing cars and inventory in the store are not sufficient, but the preferential strength is stable, from last year's visits, saic-Volkswagen hot-selling models have maintained a stable state, even if there is a difference of about 1-2000 yuan.
So after the Spring Festival, we went to the three SAIC Volkswagen dealers in Beijing again to visit, what kind of market changes will there be this time?
The preferential margins continue to be maintained, with no significant changes
Among the three stores visited this time, two of them were stores that had been visited during the previous visit, and the three dealers were relatively large in scale, and the exhibition cars in the exhibition hall were complete. Before the Spring Festival, there was a dealer store in which the exhibition car was also sold, and after returning to the store this time, I found that the exhibition cars of Volkswagen Tuang and Volkswagen Tiguan L had returned to their places.
The traffic of several dealers, probably because of the weekdays, we did not see a particularly large number of passengers, and the sporadic number of arrivals was about 2-4 groups. Although this car will also be completed in the first quarter, neither the old model nor the old model is in stock, and the only exhibition car seen in the three stores is still an old model.
Volkswagen Weiran's exhibition cars are invisible, let alone inventory, and there is no inventory in the three stores. Even if it is not in stock, the three stores with a 25,000 discount remain the same.
Like Volkswagen Langyi, Volkswagen Passat, Volkswagen Tiguan L and Volkswagen Tuon, these are the brand's hot models, whether it is preferential or inventory, they maintain the same rhythm as before the Spring Festival. The 330 YueXiang and Zhixiang editions of the Volkswagen Tiguan L have a discount of between 22,000 and 30,000 yuan; although there is a certain preferential difference between dealers, the overall preferential margin is still maintained at a high level. The discount of the 380 model is also between 22,000 and 25,000, but the inventory is in single digits, and the booking is still one and a half months.
Volkswagen Passat's 330 Elite Edition, 330 Deluxe Edition, the discount is now between 10,000-15,000. The situation here needs to be explained, the 10,000 yuan discount is the quotation given by the stores visited before the Spring Festival, but the staff said that they can also give me 15,000 discounts, so we can understand that although the discount is tightened, there is still room to talk. After the two stores, still maintain a preferential force of 15,000, in fact, this strength has basically continued from last summer to the present. Volkswagen Passat's inventory is mainly based on the 330's mid-range model, the 380 has no existing cars, and the discount is the same as that of the 330 model.
Volkswagen Langyi such a car, the most inventory and high discounts, 26,000 can also be talked about. The staff said that after the Spring Festival, its arrival volume was the largest, to more than 20 units, and now there are still about 10 sets of inventory, and the purchase and sales price difference is basically more than 10,000 yuan. In the previous visits, we have mentioned the Volkswagen Tuang, the current situation is still 21,000 discounts, the inventory is relatively sufficient, if the waiting cycle is about 1 month.
Not much has changed at the moment, and the next year is promising
From the perspective of inventory and discounts, saicutical volkswagen's chip shortage problem seems to have no signs of further deterioration, but if you say that it is obviously better, I do not fully agree, some models are still low in inventory, preferential floating, can only be said to maintain the status quo to continue to maintain. In addition, the reason for the small inventory several stores have reflected a situation is the Shanghai-Tianjin-Beijing transportation route, which was previously affected by the epidemic in Tianjin and is now restricted to Enter Beijing, so even if there are good cars that cannot be transported to the store at the first time, more or less will be affected.
Since last year, the market situation of SAIC Volkswagen terminal market has not changed much, will it be considered that SAIC Volkswagen has entered a trend of stabilization, and the impact of chips is not large? The information that can actually be seen on the surface is also true, but I think SAIC Volkswagen may be deliberately maintaining the status quo and leaving some chips for new cars this year.
In the next year, I think there will be more obvious changes in the SAIC Volkswagen terminal market.
SAIC Volkswagen has many new products to be put on the market in 2022, Volkswagen Lingdu, the new Volkswagen Langyi, and the new Volkswagen Weiran. Among them, Volkswagen Lingdu is a replacement product, and Volkswagen Weiran will use the MQB Evo platform after the change, and Volkswagen Tuang also uses this platform. Saic-Volkswagen next has to face volkswagen Lingdu, Volkswagen Weiran's capacity climb, and this year's Volkswagen ID. series sales growth target is twice that of last year, so who will the next chip be prioritized?
Chips will be preferentially distributed to products that can drive sales, even in the case of more than 10,000 invoicing price difference, Volkswagen Langyi's offers and inventory are the most stable in previous visits. As saic-volkswagen's most popular product, last year's sales of 391,000 vehicles, SAIC Volkswagen has no reason not to guarantee its production capacity, of course, this protection is also limited, 2021 compared with 2020 sales or declined. In the SUV sector, the production capacity of Volkswagen Tuyue seems to be "protected", in the stage of no existing cars and few discounts from June to August last year, from September last year to January this year, Volkswagen Tuyue maintained a discount of 30,000 + and an average monthly sales volume of more than 10,000 units.
We may be able to see that SAIC Volkswagen is stabilizing its market share with these two volume cars. As mentioned above, SAIC Volkswagen will have a number of model replacements/rebrands this year, which is also facing pressure from chip supply, and it is also necessary to ensure the sales growth of the ID. series.
summary
Limited chip resources will certainly set aside a part for new products, and the remaining part will be allocated on the basis of merit, such as the average monthly sales of products like Volkswagen Weiran of about 1,000 vehicles, which will naturally not be allocated too much. Not to mention that the same price of volkswagen Tuang has been sold in the market for many years, whether it is sales or market share are more mature, at this time if you have to "stay" in the medium and large SUV / MPV market, the best result is naturally 21,000 discounts per month can also be more than 4,000 sales of Volkswagen Tuang, do not need to go, high profits. Therefore, it is not difficult to understand why Volkswagen Weiran is rarely seen in the exhibition hall.
The stable preferential and inventory state seems to make consumers feel that SAIC Volkswagen has got rid of the impact of the chip shortage, but after analyzing its new car planning + ID. series sales target, SAIC Volkswagen's demand for chips this year should be stronger than last year, so whether the follow-up can stabilize the terminal market, in what way we will continue to pay attention.