The domestic BMW X5 is finally on the market.
Price: 605,000-775,000 yuan – 20,000 yuan more expensive than the industry's highest estimated price before the listing.
It seems that BMW is firmly stuck in the price above what they believe is the "threshold" that luxury mid-size SUVs should have.
As the first domestic medium and large SUV product that the domestic market has been looking forward to for a long time and is also the first domestic SUV product in the "BBA", everyone originally had a strong expectation for the word "domestic" - after all, the price difference between the domestic and imported versions is at least 100,000 yuan, which is undoubtedly in line with market logic and consumer psychology.
However, the final wave of operations of the domestic X5 does make people ... Well, it's embarrassing.
You said that there was no price reduction after domestic production, and on the surface it did drop by 95,000 yuan; but you have to say that the price was reduced, and it seems that it always feels "not in place", giving people the feeling of "itching through the boots".
What's more, it is said that the sales terminal of the domestic X5 has begun to increase in price - 20,000 yuan.
Start with import tariffs
Before domestic production, the pre-tax price of the 2.0T version of the imported BMW X5 was about 400,000 yuan; followed by the 36.79% import tax levied by the mainland on the 2.0T model, which was about less than 150,000 yuan, plus transportation, customs declaration and other costs - all of which combined, up to 600,000 yuan is already the limit.
Of course, a car can't just think about the cost of a bicycle. The starting price of the imported version of X5 in China is set at 700,000 yuan, which is actually no problem.
Make money, don't be ashamed.
After looking at domestic production, of course, there is no import tax, and the cost of freight, customs declaration and so on is also deducted - then, based on the same "earn 100,000 yuan" consideration, the starting price set at 500,000 yuan should be reasonable.
Even if BMW thinks that the price of 500,000 yuan looks a bit "cold", then add 50,000 yuan and set it at 550,000 yuan - is there a problem? ...... No problems.
However, BMW said "no", I still want to set the price at 600,000 yuan + - perhaps, it thinks this is the "attitude that luxury brands should have"? ......
Let's go back to the current terminal price.
Still look at the imported version of X5's 2.0T entry version, the preferential margin is about 30,000 yuan, there should be talked about; as for the domestic X5, the price increase has begun - as mentioned above, 20,000 yuan.
So, the prices of the two are already "infinitely close".
Of course, some would argue that "markups are just an isolated phenomenon (though unlikely). But even if the price increase factor is not considered, the 30,000 yuan discount on the imported version always exists - so vigorously engaged in a domestic production, the result is that the price base reaches more than 600,000 yuan of models, and finally only brings 60,000 yuan of difference.
The value of the word "domestic" is only one-tenth of the price of the car? ......
As for the optional configuration part, I will only mention one point - the imported version of X5, the price of the optional "laser headlight" is 10,000 yuan; now after localization, the BMW X5 with the "Brilliance" standard is 20,000 yuan.
In summary, although due to exchange rates and other factors, the price of an original imported BMW X5 "plain car" will fluctuate slightly, but the domestic BMW in the import version of the "earn 100,000 yuan" on the basis of "cutting leeks" is obviously more ruthless.
Is lengthening equal to "increasing allocation"?
Next, let's talk about the product itself.
The wheelbase of the imported X5 is 2975mm, and the domestic one has been extended to 3105mm; correspondingly, its body length has also increased somewhat, which makes its rear space also visibly "expanded" - compared with the imported X5 rear space that even BMW X1 can "hang" it, the data and X7 are the same as the domestic X5 can be described as "progress".
As for the power level, the 2.0T engine has not changed; at the same time, the 3.0T in-line engine retains the engine code, which is consistent with the imported version of the 3.0T, but the new 48V light mix is added.
However, based on BMW's power tuning and the quality of the 3.0T engine itself, the difference between having or not having a 48V mix system is actually not big, and there will be no gap in power perception.
Therefore, for consumers, this kind of meaningful configuration should naturally not be included in the category of "increasing the amount without increasing the price" - of course, adding it anyway, even if it is "better than nothing".
But here comes the "point."
For the 2.0T version, especially the entry-level version, which is the main sales force, the domestic X5 will be full-speed adaptive cruise system and lane keeping system as "optional", which is really a bit "lost" - after all, this is the Price of only more than 100,000 yuan of Chinese brand models have been almost "standard" things, but in the value of more than 600,000 yuan in the hall of "luxury medium and large SUV" has become an option? ......
Well, it's a bit unreasonable.
Body lengthening, intelligent "optional" - this wave of operation, almost equivalent to sacrificing part of the active safety function, in exchange for tens of centimeters long "steel plate".
Of course, some people may say: I usually drive, rarely use the full-speed adaptive cruise system, it is not as direct as the length.
However, this undoubtedly returns to the cliché - "I can not use it, but you can not do without"; not to mention, as far as the complete intelligent driver assistance system itself is concerned, it is basically a "once used, it can never go back" thing.
It's like apples that I"couldn't "use" dialing on screens more than a decade ago – but then what? ......
By the way, BMW has also "added" a configuration this time: "metal texture buttons" - how to say it? ...... Maybe it's just "talk is better than nothing".
As a price "watershed", the "threshold" of 600,000 yuan is likely to "shut out" a part of the original market - to put it bluntly: those big brothers who were waiting for X5 domestic production and felt that they could "pad their feet and get it", BMW not only closed the "door" for them, but even closed the "window".
Perhaps in BMW's view, based on the product positioning of X5 itself, it is not necessary to sacrifice part of the profits to cater to the market and match users, but to require users to "improve themselves" to match X5, right?