BMW is still not exempt from vulgarity.
Author: Liang Zhihao
The domestic X5L released at the end of last month can be called the heaviest new car this year. As the first domestically produced medium- and large-sized SUV in the BBA, although the pricing of the X5L did not eventually fall below the 600,000 yuan mark as we predicted, the starting price of 605,000 yuan was still nearly 100,000 yuan (94,900 yuan) lower than the imported version, which also made this SUV, which was originally selling well, become the object of many consumers' pursuit.
However, just when we were still immersed in the joy of "BMW conscience pricing", there were some discordant voices in the market.
The domestic X5 blows a mark-up wind
Recently, many owners of the domestic version of BMW X5L have reported on the Internet that when they book a car in a 4S store, they have suffered different degrees of price increases. Some popular areas generally increase the price of 50,000 yuan, and some mandatory requirements to choose decoration or maintenance and extended warranty packages ranging from 20,000 to 30,000 yuan.
There are prospective car owners on the forum to reflect that the price of 635,000 yuan of 30Li premium version of the model, in the local landing price to reach 730,000, this price is actually not much different from the imported version of the 2.0T model that has always had a small discount, the owner also said that such a price is not as good as buying domestic Mercedes-Benz.
There are also owners who have ordered before the price is announced, and they are directly asked to increase the price by 50,000 yuan, and finally because they can't swallow this breath, they can only choose to cancel the order.
According to the chat records with the sales released by the owner, although the owner was the first buyer to book a car in Shenyang, the sales words seemed to be full of confidence, and said that the specific price was not indicated in the original contract. Such an attitude is simply the feeling of loving to buy or not to buy.
Supply and demand determine the price increase?
Many people may think that whether to increase the price or not is actually a market behavior, determined by supply and demand. Indeed, for those models that are deliberately reducing production because of production capacity or manufacturers, but the market demand is very large, it can indeed be explained by supply and demand, such as Toyota's Alpha is a typical example.
But this does not explain the price increase of the domestic X5.
At this stage, the domestic version of X5 has not yet entered the official delivery stage, even if consumers are willing to increase the price, they need to wait until May and June to pick up the car. Although the positioning of the domestic version of the X5 determines that BMW Brilliance cannot produce in large quantities, it is not difficult for BMW Brilliance to increase production capacity to meet market demand according to the current order situation, and I believe that this is also what BMW is willing to do.
Today's wave of dealer price increases, in my opinion, is more or less like using the time difference and information difference to "harvest" consumers before the official delivery.
Why not buy an imported version?
Unlike the price increase of the domestic version, the imported version of the BMW X5, which has been selling well before, has now suffered a small collapse in the market. Some models even appeared 50,000, 60,000 yuan preferential margin, under this trade-off, the current imported version of X5 and the domestic version of X5 the actual landing price is basically at the same level, if it is part of the cold configuration or the library age of the slightly longer model, and even has the phenomenon of import and domestic prices upside down.
In such a situation, many consumers have begun to reconsider imported models.
However, I still have to say two words about this, although the domestic version of X5 is currently in a situation of price increase, I believe that this situation will improve after the car is officially delivered for a period of time, and the heat will improve after the heat fades. Unlike other luxury brands, BMW Brilliance factory and the quality of the U.S. or Mexican factories are actually superior, coupled with the length of the domestic version of X5 for the rear seat ride has played a huge role in improving the feeling, if not in a hurry to use the car, I think that waiting for a domestic version of X5 price decline, will be a more rational choice than buying imported X5.
BMW is very hot, but it can't float anymore
From winning the BBA sales championship to the domestic X5 has seen a price increase that the brand has not seen for many years, BMW's recent performance is really quite hot. But it is a pity that, just like volkswagen or Toyota in the past two years, after the market's enthusiasm, BMW is still "inevitably" began to flutter.
Leaving aside the price increase, the problem of BMW burning oil, which was stirred up some time ago, has not been properly resolved.
In the background of the owner's guide and under the major forums, a large number of BMW car owners have successively reported that their cars have burned oil and have not been properly solved. Just before the eve of the March 15 party, we received more than a hundred complaints backstage about the burning oil of BMW's B48TU and B58 engines.
What is more excessive is that in order to cover up the situation of burning oil, BMW dealers also add more oil to the owner's engine during maintenance, so as to "trick" the driving computer and let it not be alarmed by lack of oil within a maintenance cycle.
Maybe burning oil and reducing the number of cars and machines may not be a big problem in BMW's view, nor is it enough to prevent domestic consumers from pursuing the BMW brand, but the so-called of a thousand miles, collapsed in the ant nest, in the case of rising sales, BMW must not ignore the maintenance of user reputation.
After all, in the extremely competitive luxury brand market, the slightest mistake may be seized by the opponent to kill back, look at the Audi that once had unlimited scenery, but now it is slowly falling behind.
(Some image source network)
Today's topic
Is the X5 worth the markup?
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