Focus on | luxury brand price reduction market survey, the discount is gradually increasing, but it is difficult to start BMW

Maybe the chip shortage is still difficult to solve, but the offer has to be released.

Author: Liang Zhi

Image: Network

Last year, when the chip panic was the most serious, luxury brands led by BBA have tightened the preferential margin, and many friends' thighs were swollen by themselves at that time, when experts predicted that the chip crisis may not end during the period, so many friends who are not as good as short pain have chosen to shoot at that time.

But facts have proved that the world is unpredictable, although the price of oil and battery prices fly together, but the price of fuel vehicles is indeed falling, although the reasons behind it have the role of internal and external synergy, such as manufacturers giving priority to hot-selling car quota chips, and rumors that a well-known ECU module supplier treats joint ventures and independent brands differently, making the latter very complaining...

But on top of these intriguing plots, friends who held back last year when the chip panic was at its worst can now laugh out loud. The re-liberalization of the preferential margin includes not only cars, but also the absolute main products of various manufacturers - mid-size SUVs.

The BBA has seen the smallest declines, with BMW having the smallest

Last year, when the BBA was at its tightest, even used cars were fragrant. For example, in the second-hand car market in the first-tier cities in the north, a 2020 Mercedes-Benz C-class can be sold to more than 300,000, and now on the vertical media website, the C-class offer is 237,700, and the starting price of the entire series is below 300,000, while the preferential range of GLC is 48,000-86,000.

Mercedes-Benz so, Audi naturally do not dare to be vague, in the editor visited an Audi 4S store, Q5L gave more than 60,000 discounts is actually not the peak performance of Audi's preferential strength, and there are current cars, listen to the tone of sales, probably there is room for bargaining.

At the same time, another Audi A4 trip in the showroom also released a discount of about 60,000 yuan, which is 30,000 lower than the online offer, which more or less shows that the degree of manufacturers giving priority to meeting the hot-selling car chips is decreasing.

Adjacent to Audi is the BMW 4S store, each other's preferential policies are of course well aware, but BMW is the champion of sales in the luxury car market last year, which is also reflected in the promotion policy, the two main products X3 and 3 series of preferential margins are 30,000, relatively stronger than Mercedes-Benz and Audi.

Bmw X3 sold more than 7,000 units in February, which is lower than both Q5L and GLC, but it seems that BMW is not in a hurry to compete with two rivals to increase the price.

However, BMW's marketing details are in place, and the store sales staff has installed child safety seats in the back row of X3, so that customers can experience the horizontal space performance of the two rows of three people, unwilling to choose a large seven-seat SUV and MPV family of five, for the horizontal inclusiveness of the second row is still quite important, which BMW is more meticulous than Audi.

In stark contrast to the Volvo 4S store not far from the BMW store, the main model is naturally XC60, because the leather material used by XC60 has a large graininess, and the floor is not cleaned in time, so it seems to lack the texture of some luxury cars, and the door foot of sales is relatively extensive. However, XC60 is not ambiguous in terms of price reduction, cash direct discount of 80,000, without additional conditions, it is not at all obvious that it is the state of the car market under the shortage of chips.

Joint venture hot selling cars have a lower posture

After some visits, it was found that the gradual liberalization of discounts is a common phenomenon, in addition to products like Highlander that are still playing hunger marketing, there are basically no special cases, and even like Civic Hatchback, which is known as a car of hard-to-find "masterpieces", there are also 8,000 yuan discounts.

Of course, there may be regional particularities in the 4S stores visited by the editor, but those scenes that were once difficult to find in a car are easy to show the traces of packaging compared with the landing performance. According to the East Ben 4S sales introduction of the automobile park, the hatchback Civic has a current car, and the discount is greater than that of the sedan, which is because the hatchback belongs to the old model, and the sedan Civic has been replaced, so there is only a 5,000 yuan discount.

But the offer itself is a must-have gesture.

In addition, there is another information worth paying attention to, that is, the hybrid version of the CR-V is more favorable than the turbo version, and it is probably BYD's strong performance that makes the pressure of the two fields show on the terminal.

Can't withstand the pressure and a slight price reduction is Also Ford, in recent years Ford has been adhering to the price strategy, especially for its high-end models, from the Lincoln series to the Explorer, but now the price of the Explorer is still quite attractive, the sales introduction said that the cash discount 10,000 + replacement subsidy 10,000 2, so at a price of more than 300,000 to start a 2.3T large 6-seater four-wheel drive SUV, it looks like a good choice.

Not only the explorers, but also subaru, which has always pursued no price reduction and who loves who, actually has some discounts, such as Aohu can be discounted by 12,000, and there is a show car placed in the store for 3 months, because it is characterized as a stock car, so it can also be discounted by 8,000.

All of the above, thinking of the Acura RDX that was quoted for 60,000 yuan a few days ago and is about to be delisted, I don't know if the show car has been sold.

summary

Although public opinion still claims that the chip crisis has not been lifted, the terminal market shows that the car market is returning to "normal", and for a period of time, fuel vehicles will still be the main "input" of manufacturers.

-END-

At present, it has settled on the platform

Today's headlines | A little information | Sina Highlights | Chejia number

Waterdrop Cars | Car headlines | Online car market | Sohu

Bilibili | Rider headlines | Pacific Connoisseur | Easy car

Penguin Media Platform | iQiyi | Phoenix | Chexun Network

NetEase | Group car | Wheels | Sogou | Fun headlines | TikTok

Understand the chedi | Hundred house number | Love coffee number | There is a car number