Recently a friend ordered a tank 300, the status is that the order has been submitted. However, the reply of the 4S store is that it is unable to give an accurate delivery time, because the car has been selling under pressure, and the supply of raw materials and chips is also very challenging. Although the delivery of tank 300 in January has exceeded 10,000 units, it is estimated that it will take about three months.
Before that, Kung Fu Auto also accompanied another friend to BYD's 4S store, which was also crowded, and even signed a contract to queue. Especially for several popular models, the waiting cycle is also very long.
But the strange thing is that whether it is BYD or the Great Wall, although the supply of popular models is in short supply, there is no "urgent" channel. Friends said they couldn't understand, asked if they could raise the price to pick up the car in advance, and were told that even if they were picked up by their own internal employees, they would have to queue up.
Why is the "convention" of price increases on popular cars broken? Let the kung fu car take everyone to see it together.
(1) Popular cars must be increased, is it actually a lie of the joint venture?
Before BYD and the Great Wall, most Chinese people may have been accustomed to the price increase of popular models. The most typical is that the city SUV just entered the domestic that will, at that time the domestic car companies will not make SUVs, those joint venture SUVs basically have to sell 300,000 +, but also have to increase the price to propose, the more added the faster.
Not only the "scarce" model of SUV, but even ordinary family cars, once sold well, they will not be wrong. For example, a 100,000-class car once had to increase the price by 10,000 or 20,000, and fans also relished it, believing that this was the embodiment of product power.
As for luxury brands, it is even more commonplace. The popular model of the BBA has just been domestically produced, the guidance price has come down, and the car is also a variety of "routines", adding the price back in disguise. Lexus and Porsche have taken the markup as a belief. In the classic paragraph, a consumer went to buy a high-end model of Lexus, and the sales staff told him that the 200,000-dollar discount was really impossible to give.
Porsche has its own unique "style", that is, it is not difficult to buy a Porsche, and it is difficult to buy a Porsche without a bag. Even the sales staff will directly "complain", the task given to them is to buy a matching bag, if you sell a bare car will be deducted wages.
For this problem, the "caliber" of the joint venture car companies is very unified. That is, they also do not want to sell high prices, after all, the price of their cars to dealers is lower than the guide price, but dealers have to increase the price, they can not control, in the end it is still determined by the market. Everyone has listened to this for many years and seems to have accepted this "setting".
But is this really the case? In fact, Kung Fu Cars deliberately looked for dealers to understand, and they also have their own "bitter feelings", and even to some extent, they are back to car companies. Although these popular cars are indeed cheap wholesale, the "quota" is in the hands of manufacturers. For example, A car is now particularly easy to sell, to get more of this car, dealers must wholesale more B cars that are not so easy to sell, sometimes they have to discount or even lose money to sell B cars, and have to earn back from the A car side.
Therefore, the problem of price increase, in fact, manufacturers and dealers are not innocent, that is, they both work together to pit consumers. Bydir and the Great Wall have also proved that the phenomenon of price increases is completely avoidable.
(2) Happy people's hearts, the Great Wall and BYD severely punish the "involved" dealers
Tank 300 was officially launched in December 2020, and the Great Wall officially thought it would be more popular, after all, the 200,000-level hardcore SUV was full of appearance, performance, and configuration. But I really didn't expect it to be so hot, after all, the off-road vehicle market belongs to a niche market, so the tank 300 has been in short supply since its listing.
However, unlike the joint venture car companies, the Great Wall and the dealer at the beginning of the "three chapters of the law", the money that should be earned is earned for you, absolutely not allowed to engage in price increases, once discovered, it must be seriously dealt with.
In December last year, the tank brand announced the handling of illegal dealers. The reason is that user A ordered the tank 300 Conqueror version in July, and his vehicle was ordered to be produced in normal order in early December. Then the dealer did not hand over the car to user A, but on the grounds of the special policy of the limited license city, uploaded the change application in the system of the tank APP, changed the next user to B who chose to "mark up" the car, and delivered it to B after the vehicle arrived at the store. Later, after verification by the Great Wall Nuclear, the change application materials provided by the dealer were forged, and it was announced that the dealer's tank brand operation authorization was permanently cancelled.
The attitude of the Great Wall is very clear, no matter how clever the dealer's means are, once found, 100% severe punishment. Because of this, the distribution system of the Great Wall has always been very healthy.
BYD's attitude is the same as the Great Wall, as early as last year when the DM-i super hybrid model was listed, BYD general manager Li Yunfei directly shouted that BYD will actively solve the production capacity problem of the core components of the DM-i model and let consumers have more patience. During this period of time when the production capacity of DM-i models is climbing, dealers are absolutely not allowed to make mark-up sales. As soon as such problems are discovered, the developer is immediately punished severely.
Kung Fu Auto had talked to BYD's sales about this issue before, and he said that BYD had set several major principles, that is, it could not cut in line, could not transfer places, and picked up the car in order. If the user does not want to arrive after the car arrives, the deposit will be refunded immediately.
It is this pragmatic attitude that has eliminated the phenomenon that the popular cars engaged in joint venture cars must increase in price.
(3) It is difficult to find a car, and irreplaceability is the key
For car companies, it is simply a dream to be able to achieve such a car as the Great Wall and BYD. For domestic brands, there is no appeal for joint ventures, and if you want to do this, irreplaceability is the key.
Take the tank 300 as an example, its biggest feature is to take into account off-road and luxurious comfort. The off-road configuration of the new car is luxurious, with a professional off-road non-load-bearing body, a 2.0T high-power engine and ZF 8AT transmission, a hard-core off-road configuration such as "three locks", creep mode, tank cornering, and a chassis perspective function, which is particularly popular for off-road people. These factors add up to guarantee that it has the hardcore off-road capability of the joint venture 500,000 class model.
In terms of luxury construction, the Tank 300 is not far behind, with a luxurious interior design, Infinity brand audio with QuantumLogic surround sound system, advanced car networking system, and executive-level NVH performance.
These factors are mixed together to make it competitive, and the supply exceeds demand. If the joint venture car wants to compete with it, it has to take its own life and first beat down the price of its own high-premium model.
The BYD DM-i model, as well as the dolphin, which is now very popular, can better reflect the victory at the technical level. DM-i models are all oilable and electric, and when the electricity is sufficient, they can drive like pure trams, minimizing the cost of using the car. Even in the state of "feed", its fuel consumption can be very low, taking the entry-level model Qin PLUS DM-i as an example, its "feed" fuel consumption is only 3.8L/100km, while 0-100km/h acceleration can also do 7.9 seconds. The key is that the pricing of this car is still at the level of 100,000, and it is true that there is no opponent in the market.
The new popular fried chicken dolphin is a victory for the pure electric architecture. With the blessing of BYD's latest e-platform 3.0, as a small car in its early 4 meters, its wheelbase has reached 2700mm, and the space is not inferior to the orthodox A-class fuel car, but it can accelerate faster and have better handling.
All in all, put the product power of the car up, and the user will naturally hear the news, even if your brand is not as strong as those international brands.
(4) Kung Fu shooting
The Great Wall and BYD strike hard to mark up the price increase proves that car companies are not unable to solve the problem of price increase, in fact, they are confused. After all, no matter how dealers increase the price, it is also consumers who suffer losses, in fact, car companies are also following behind the benefits, and even can be said to be the initiators.
But before everyone was not chosen, now there are more and more choices on the market, and then play the price increase "routine" of the car companies, sooner or later will be eaten by word of mouth, we look forward to the arrival of that day.