I remember that this is already the third visit to BMW's performance in the context of the chip shortage in the automotive industry, channel car sources, discounts and other aspects. From around September to October last year, the main models in the store were sold at almost the guide price, and the discount for the volume of models was greatly reduced. By the spring festival this year, the preferential margin of BMW terminals has gradually recovered, even exceeding last year's "highest point". What has not changed is that bmw's current car condition has always been relatively tense. If there are factors in the special time period before the Spring Festival, then by the beginning of March, how will the BMW terminal channel perform?
The offer is highly consistent with the pre-Spring Festival
Because the same "sampled" storefronts were found in the first two times, the location conditions and store qualifications are outstanding in the local area. So as the third visit to the store, we changed to a dealer to carry out. In terms of the age of the store, the store is no less than the previous one, but the location of the store is relatively remote, and it is basically necessary to drive to it. However, audi, Lexus, Cadillac and other brands in the park are concentrated, so there is also a fairly good reputation for luxury car potentials in the local area. At present, the impact of the epidemic should not be underestimated, the visit time is in the morning of the rest day, there are about 4-5 batches of car customers in the store, the delivery area is relatively crowded, and the maintenance and maintenance workstations are basically 80% of the cars. When it was time to leave at noon, there were also a group of young customers who went to test drive the BMW X3.
This time, we will also focus on the BMW 3 Series, BMW 5 Series, BMW X3, three long-term hot models. According to the store sales, the current discount of bmw 3 series (long wheelbase) is about 20,000 yuan, and the standard shaft version is about 10,000 yuan. The PREFERENTIAL margin of the BMW 5 Series is also about 20,000 yuan. As for the bmw X3 offer, there is now 25,000 yuan. This offer is almost exactly the same as the one we visited the store before the Spring Festival (the last visit did not inquire about the BMW X3).
We also contacted another BMW 4S store by phone for reference, this store address is more remote, and the store is not open for a long time, mainly covering regional customers. In the reply received, the BMW 3 series 1-20,000 yuan discount, BMW 5 series discount in 2-30,000 yuan is also highly consistent. It's just BMW X3, the other party said that the discount is only 0.5-10,000 yuan. Due to the lack of field visits, it is not excluded that the two stores currently have some slight differences in the distribution or inventory of the BMW X3.
Back to the store where we are located, in general, BMW's current discounts in the channel have basically continued the range of liberalization since the beginning of this year. With the gradual increase in the preferential margins of the main competitors Mercedes-Benz and Audi's models, it is not easy to judge whether BMW will also join the preferential competition. Because the car supply has not been fully restored, how to talk about increasing the discount?
Inventory of major models is in single digits
In the visit to the store before the Spring Festival, there was the impact of the traditional long holiday on supply and channels. At that time, almost all the exhibition cars were sold in the store, and the inventory of the main sales model was almost zero. Judging from the new store situation, in March, the car source situation in the BMW store can only be said to be recovering. In the case of the BMW 3 Series, 5 Series, and X3 mentioned earlier, the inventory is currently available, but it is basically in single digits. And the inventory models are mainly low-end and low-end, and there are very few high-end models. Taking the BMW 3 Series as an example, the Sports Obsidian Suit has no car at all, and some are mainly long-wheelbase versions of the M Sports Suit models.
Correspondingly, we refer to the BMW dealer contacted by phone, and the reply is similar. For example, BMW 3 Series and BMW X3, the reply is that the source of the car is tense, and the situation is slightly better is the BMW 5 Series. If the main model needs to be booked, basically within 1 month can be done, this cycle is consistent with the previous situation of visiting the store, and the current booking cycle of most OEMs. Of course, BMW's product line is long, and there is no shortage of particularly niche models, and the source of such models requires some luck.
Domestic X5 is a flashpoint and a variable
In addition to these main models, BMW may soon usher in a new explosive point, that is, the domestic BMW X5. The BMW dealer we visited has already started to accept reservations, and said that the status of reservations is relatively hot. Although this may be an exaggeration of sales, combined with the popularity of BMW X5 since the domestic production, the credibility is still relatively high. As for the impact of the domestic BMW X5 on the current in-store imported BMW X5 and bmw X3 sales, the salesman said that there was basically no impact. And this point may have to wait until the domestic BMW X5 is officially listed before it can be verified.
Similarly, another BMW dealer we called to communicate with has also begun to make reservations for the domestic BMW X5. They are also unclear about the future supply of the model, but it is expected that the domestic BMW X5 will be available within this month (March). This point in time is still a bit surprising, after all, from the previous online information, the speculation about the listing time of the domestic BMW X5 is mainly in April. And in April, there is also the Beijing Auto Show to help, is it not that the new car is too hot, BMW can not wait? Of course, it may also be the dealer's own guessing judgment.
Written in the end: The current sales situation in February has not yet been specified, and most of the time is also linked to the Atmosphere of the Spring Festival, so the reference is not strong. However, combined with the sales volume in January and December last year, there are still some clues. For example, bmw 3 series, 5 series, X3 sales have climbed, especially the 5 series and X3 sales growth is very obvious. This also objectively reflects the current performance of BMW's terminal car sources, after all, relative to their car prices, the current preferential range is not enough to play a decisive role in sales.