After the domestic BMW X5 was listed, it attracted great attention, because this is a BBA brand, and the highest domestic price is also the most expensive model. And the domestic BMW X5 has also extended the wheelbase for the Chinese market, and also improved the comfort of the seat. Compared with the official guidance price of imported BMW X5, it is about 90,000 yuan cheaper. Therefore, it has attracted a lot of market attention.
[1] Is it cheaper than importing?
However, after the domestic BMW X5 price was announced, dealers across the country experienced different degrees of price increases. Due to the previous import of BMW X5 has generally had a discount of about 40,000 yuan. The domestic BMW X5 is now all over the country, with varying degrees of 40,000 to 50,000 markups. So this rise and fall, as if the domestic BMW X5 is not cheaper than the imported BMW X5.
Therefore, this has also led to the BMW X5 prospective owners in many parts of the country abandoning the BMW order and buying other models instead.
[2] Why do users resist the price increase?
Why should users resist the markup? Is it because the domestic BMW X5 product strength is not strong? I don't think so. I think the product strength of BMW X5 after domestic production is very good. The reason why users abandon BMW orders, I think it is mainly the following reasons.
First of all, today's consumers already know that price increases are only short-term phenomena, not long-term behavior. The new car has just been launched, and the heat is relatively high. Factories are not able to provide enough capacity, so there are fewer cars on the market. Therefore, some 4S stores will also increase sales. When the market supply stabilizes, the price will come down. Therefore, consumers clearly realize that if they are not in a hurry to use the car, it is better to use the car a few months later. Buy early and suffer losses early, rather than buy early and enjoy early. Not to mention that for users of the BMW X5 level, they also have more than one car, anyway, now that they have a ready-made car in their hands, then wait.
Secondly, many users still feel that imported goods will be better than domestic ones. Especially for luxury car brands. There are many users who are still superstitious about imported cars. This is also why some users, even if they bought the more expensive Mercedes-Benz GLE, did not buy the domestic BMW X5.
Third, the biggest selling point of the domestic BMW X5 is the lengthened wheelbase, and the second is due to the lower price brought by domestic production. But now due to the increase in sales of individual 4X stores, the second selling point does not exist. That is to say, the selling point of the domestic BMW X5 is the large wheelbase. That being the case, consumers can also be found in a comparison of models in the same class. Mercedes-Benz GLE, Audi Q7, these original wheelbase, rear space on the car can also meet the demand, and they do not increase the price of these cars. Therefore, there is no need to buy domestic BMW X5.
Fourth, the sale of the markup is an unfair transaction, many people may feel that they can afford to buy 600,000 cars, do you still care about the 40,000 50,000 yuan of the price increase? I believe that as potential owners of the BMW X5, they don't care about 45,000 yuan, they actually want fairness. In particular, the potential users of BMW X5 are also successful people in society, elite people. They are all a group of people who have won the victory in the cruel competition of society. At the beginning of their careers, they must have also received a lot of unfair treatment. And now that his career has been successful, he can buy a BMW X5, but he still has to endure this unfair treatment, who can get it!