Also normal, the original budget can only buy "56E" that batch of fantasies to add tens of thousands to X5, high-level takeover "Spartanburg factory production" that group of imported car owners do not want to depreciate too much in the second-hand market, BMW changed the company equity to resist the pressure to introduce flagship models do not dare to act rashly, from very early release of the wind and round of rounds to collect public opinion feedback ... This is a sensitive topic, but as a conscientious media, you should have enough responsibility and professionalism, and listen to my point of view.
Let's not comment on the design today, don't analyze the competitiveness, don't discuss the positioning/audience, just talk about one thing: money!
· BMW's timing and location are favorable
Any discussion needs to clarify the timing and context, and the following three facts are expected to keep in mind and analyze the problem based on this:
In the future, the annual output of the X5 long wheelbase version is about 120,000 units, bmw can do about 10,000 units per month is a victory, and the import of X5 domestic sales in 2021 is 54,800, that is to say, compared with the imported version, the domestic version of the market performance should be doubled to fully digest the production capacity.
BMW has never been more confident in its price system! You may not pay attention to the market, the current 5 series long wheelbase sedan basically no discount, from last year began to make a "chip famine" transaction price all the way up, 530Li leading landing price of more than 500,000, exclusive landing price of nearly 550,000, the market is obviously abnormal! But even so, in January 2022, the domestic 5 series still sold 24,400 units, the most expensive and the highest sales volume in the same level.
Based on the first point mentioned above, if you want to double the sales of X5, the price should be more or less given a profit; based on the second point, seeing that the market is so hot, the price system is so stable, the brand side also wants to share a piece of the pie, and cannot be all cheap dealers. Now, if you're a BMW Brilliance executive with the X5 long-axis version pricing power, you need to choose between two routes at the moment...
First, all the places that can make profits are given to consumers, the sales target is easily achieved, if the price is too low, the order will be squeezed, let the dealer increase the price, impose decoration, as for word of mouth and the like later;
Second, first set a price that is almost acceptable to everyone, if the initial feedback is generally achieved by means of increasing allocation or discounting the gradual liberalization, etc., to stimulate sales while maintaining the price system, both the brand and the dealer can get relatively considerable profits.
How to choose old iron? It's not that simple, right? Selling a car is not adding or subtracting, that is human sophistication!
· Domestic imports at the same price? Rest assured, impossible!
As for how much X5 sells after domestic production, the domestic price ≈ the import price is a point of view. I know what your factual basis is, because now the price of the 5 series long shaft ≈ imported standard shaft, and it is not cheaper or even more expensive after domestic production, after all, the back row has a lot of additions, so it is judged that the next X5 domestic production is also the same.
So think one-sided, because the 5 series of domestic has a long history, the price system is stable in the past ten years, regardless of the modification / replacement of the low allocation guidance price is in the early 400,000, the high guidance price is about 500,000 or so, BMW 5 series sell between 40--500,000 This cognition has been engraved in the memory of consumers, selling badly on the discount, selling well Dealers mark up, but no matter how the terminal price changes have not affected the guidance price, because the price system is extremely important for the brand.
X5 is not the same, and so on after its domestic listing BMW China will definitely stop the imported version, there are no two styles in the same price point for selection, X5 will form a price system by the domestic long wheelbase version of a shoulder pick, and the pricing of BMW Brilliance "do as you want", because the luxury brand in the large SUV price system is not stable.
We know that medium and large sedans like jaguar XFL and Audi A6L usually cost about 400,000, but this consensus does not exist in medium and large SUVs. Lincoln Aviators selling from 50.98 million for a certain amount of science? Audi Q7 threshold price 701,800 deposits without moisture? BMW X5 production from North America to Southeast Asia can affect the sales price (transportation costs are reduced), the future Volvo XC90 will be domestic, who can not say how much a luxury brand in the large SUV should sell how much is appropriate.
A month after the launch of this article, the X5 long-axis version of the price announcement will bring a series of butterfly effects, Audi Q7 / Mercedes-Benz GLE sales will be affected, the domestic XC90 pricing must also refer to X5, the formation of this level / camp stable price system will start from the X5 domestic production; and I assert that its overall price range must be lower than the imported version, for three reasons:
First, what BMW Brilliance wants to do is to formulate the rules of the game, what price the luxury brand medium and large SUV should sell, I will determine, others follow up, and we will stabilize the price system together. If there is no obvious decline compared to the imported version, you can't get the initiative, don't you have a big circle in the back row, and so on which day Mercedes-Benz GLE doesn't have to increase the price or even give a little discount to take the initiative back in minutes, without any fear of you;
Second, have to consider the public opinion, the whole people are waiting for the domestic X5 price reduction, BMW Brilliance from very early release of the news began to warm up, the result of the listing and the import version of the same price This is not equivalent to a domestic lonely ... Show me this when your pants are off? It is conceivable how disappointed the onlooker's emotions will be, and this emotion will eventually evolve into a verbal attack on the BMW Brilliance brand;
Third, the cost is indeed reduced, the original landmark price of 60,000 US dollars of 3.0T X5 introduced into the country, the tariff rate of 15%, the consumption tax rate of 12%, the value-added tax rate of 13%, the transportation cost, the brand + dealers want to take a layer of profits, 3C certification / emission standards are money, The combination has created a domestic same displacement X5 guidance price of up to 754,900 yuan; and the domestic post-tariff layer is directly gone, the domestic labor cost is lower, the transportation cost is lower, and the 30Li series is directly the same engine as the domestic 5 series... You can save money on almost every step of the way.
· Online transmission 550,000 landing? It's pure nonsense!
BMW Brilliance has enough reasons and motivations to promote the price of domestic X5 to be lower than imported, but this "low" must be logical, because the price of the X5 long-axis version is ≠ the imported version - all the costs that can be saved, in fact, the price of the X5 long-axis version = the price after the cost is reduced + the profit that BMW Brilliance wants to earn.
Make money, don't be humble, and at first glance, you know that people don't look like they are doing charity.
As mentioned above, there are many factors that support BMW Brilliance to make sufficient profits, so let's briefly review:
The back row was complained, probably only about 40,000 preferential imported versions in the past year can sell 54,800 units, and now the domestic version of the rear row is larger, the rear row configuration is more abundant, the price prediction will be significantly cheaper, it is difficult to digest the annual production capacity of 120,000 units?
Brand fortune is booming, recognition is a new high, 5 series landing price can rush to the 550,000 range and sales are not bad, to X5 here there is no reason to cower;
For the long term, we should leave room for discounts in the future, the current price of raw materials is rising, the shortage of chip supply still exists, and the next two years may be spent in the tension between supply and demand;
At present, there is no product of the same level and type in the market that is qualified and has the strength to define the "price system", and the competitiveness of the X5 long wheelbase version needless to say, it will enter the segment of the field is almost blank, the enemy is weak and I am strong, the advantage is in me, and the initiative is also in me.
My conclusion is that the price of the BMW X5 long wheelbase version will be significantly lower than that of the imported version, on the one hand, in line with public opinion, on the other hand, many links do save costs; but considering that the brand is in a strong period, the domestic X5 product force is "invincible", the price as long as it can fully digest the production capacity, it will not dive sharply, even if the later profit will be at the terminal level rather than the guide price.
At present, the imported version of X5 2.0T guidance price is 699,900, the market price is 3/40,000 or so, and the domestic long-axis version of the same displacement model is symbolically explored tens of thousands of pieces on this basis.
Here are my predictions (X5 Long Wheelbase Edition Official Guide Price):
30Li M Sports Suit: 60--620,000
30Li Premium M Sports Suit: 640,000--660,000
40Li M Sports Suit: 69--71 million
40Li Premium M Sports Suit: 760,000--780,000
epilogue:
This kind of topic is the most taboo to use things, everyone expresses their own opinions, dare to predict that they are not afraid of punching the face, there is no need to be yin and yang because of differences in views.
Can't accept the objection only because the authorities are confused, the people in the bureau often can't tell who their opponents are, based on rational analysis I can't figure out why fangshan (southwest suburbs of Beijing) real estate can sell to an average price of 50,000 +, this place is nothing, and then chat with the intermediary to learn that many of the city's retired elderly come to this side of the pension, they have not seen the north and south through the large apartment, shopping a circle of model room on the order, so my opponent disk is not a fellow at all...
Based on rational analysis, I also can't figure out that the steel Rolex yacht celebrity market has exceeded the 140,000 mark, this thing is squeamish and seriously does not preserve value, not suitable for commuting and not suitable for outdoors, the absolute brain of the premium to buy has bubbles; but there are often purchase table operations in the forum, and it is just right to see the counter on the counter to accept the tie-in / mark-up direct swipe, this time I don't even know who my opponent is, it is estimated that it is not a passerby who is good at analysis /calculation.
For the domestic X5 long wheelbase version, I hope it is cheap, it is best to really 550,000 landing, so that I may go to replace one, it is estimated that most of the office will be foolish, on the grounds of illness for annual leave, and then meet in the 4S store.