"Buy early, enjoy early, buy late, get discount"
At the end of March, the domestic BMW X5 long wheelbase version was officially launched, with the same 2.0T and 3.0T power as imported, and a new 2.0T model was added. The price range of the four models is 60.50-775,000 yuan. Compared with the previous imported version, the starting price of the 2.0T xDrive 30Li model is reduced by 94,900 yuan; the starting price of the 3.0T xDrive 40Li model is reduced by 49,900 yuan.
After the listing, the price discussion about this car on the Internet has not stopped. We also visited several dealers in Beijing to understand the current domestic BMW X5 and imported BMW X5 markets, and to make a prediction of the follow-up market trend. Then less nonsense, advanced conclusion:
1. Beijing domestic X5 car need to add 30,000-50,000 decoration costs, the arrival time is to be determined, the exhibition car / current car can arrive at the store as early as June.
2. The upstream supply chain/raw material price increase, the limited production capacity in the initial stage of the new car launch, and the epidemic factors have combined to prolong the period of car price increase during the listing period.
3. A small number of imported standard shaft versions have been discounted, suitable for bottom reading.
1. Domestic BMW X5 terminal sales market - the fastest car to the store in June, plus decoration 30,000-50,000 yuan
We first divide the BMW X5 into domestic and imported versions to check the market and the arrival of the car, as shown in the following table:
Domestic long-axis version X5
Domestic long-axis version X5
First of all, the domestic version of the long-axis X5 in several 4S stores visited do not have existing cars, the fastest batch of cash cars are expected to arrive in June, dealers said that they can book cars, the deposit can be offset against the car (and can be fully refunded). However, the actual car needs to be decorated for 30,000-50,000 yuan after arriving at the store, including mats, film, driving recorder, etc. However, it is worth noting that the dealer also said through the side that the decoration has loose space, and how to communicate depends on your skills.
Imported standard shaft version X5
According to dealers, the imported version of X5 will no longer be sold in the future, and there are still a small number of vehicle sources in the existing imported version. Selling in a store means that the imported version X5 only has a 2.0T version of xDrive 30i on sale, and there are a few in transit, which can provide advanced preferential margins ranging from 30,000 to 40,000 yuan according to different configurations, but the car also needs to be decorated.
2. Dealer price increases stem from short supply and demand - hot demand vs capacity climbing, supply chain price increases, epidemic shutdowns and other objective factors
The terminal price increase for popular new cars is actually nothing new. Especially for models like the BMW X5, the increase in price is something that can be expected.
Mark-ups are a market action in themselves, while the opposite is a discount. Every time a model is "priced", it will always provoke consumers to criticize; and once a model is "preferential", it is regarded by consumers as a matter of course. Whether it is a markup or a discount, its essence is a dynamic balance between supply and demand.
Like the car is also a commodity, its value is certain, but the price fluctuates up and down around its value, and the three aspects that form the price are utility, cognition and scarcity. Among them, bmw X5 as a luxury brand medium and large SUV, the utility is similar to other products, can be pressed without a table. The reason for the markup is more relevant to the latter two:
There are also external objective factors that cause scarcity, such as the price increase of raw materials for upstream suppliers in the first quarter of 2022, the supply of chips, and the reasons for the shutdown of the epidemic in Shenyang, which further exacerbated the scarcity of the domestic BMW X5. However, through past examples, we are also sure that even without these objective reasons, the domestic BMW X5 will experience a wave of mark-up sales at the beginning of its listing, but these objective reasons will make the domestic BMW X5 increase sales period extended.
3. Is the overseas guidance price really expensive compared to domestic production?
The second most discussed is the guidance price of the domestic BMW X5. The most common remark is "400,000 abroad, 600,000 domestically produced". In response to this remark directly, the X5 of 400,000 is the X5 of the US market, and in Germany, the price of bmw X5 is converted into RMB and will reach 500,000 yuan. One of the points that cannot be ignored is that the MSRP (guidance price) of X5 in the US market does not include additional taxes levied by states on producers and sellers; while whether in Germany or the mainland, its prices already include taxes levied on producers and sellers, so the guidance price will be higher.
Germany's BMW X5 starts at 72,500 yuan, about 500,000 yuan (including tax)
Prices in the U.S. market start at $60,600, or about 380,000 yuan (excluding tax)
Commodity prices actually reflect the level of economic development of the market, the fundamental reason why the same product adopts different pricing strategies in different markets is to see the degree of competition: the price is cheaper when the competition is fierce, because it cannot be sold if it is expensive; it is expensive because it is not expensive, because it is not profitable if it is set low.
Push back the domestic X5 situation? It is first domestic, can be called a direct competitor of mercedes-benz GLE is originally more expensive than the imported X5; and since the Audi Q7 below all luxury brands in the "added value" of this piece is not very good, domestic X5 pricing 500,000 starts that is to kill the enemy a thousand self-loss eight hundred; priced 600,000 start compared to friends is "hello I am good everyone." Looking back at the 600,000 level where the domestic X5 is located, can you find the right competitors?
Therefore, unless mercedes-Benz GLE-class, Audi Q7 and other models also achieve domestic production and provide a cost-effective pricing (anyway, they are all dreaming of YY To porsche Cayenne also domestically), making the entire segment of the market more competitive, then the domestic BMW X5 will definitely be the first price cut.
4. Mark-up sales maintenance time is expected: There should be a relief at the end of the year, and the supply of domestic cars should not be tight
Finally, let's talk about some realistic questions, when will the terminal price of the domestic BMW X5 fall? According to the previous official plan, the upgraded BMW Brilliance Dadong plant provides a daily production capacity of up to 300 vehicles for the domestic X5. If the objective constraints such as the supply chain and the epidemic are alleviated, then the domestic X5 will soon be rolled out throughout the country, and the terminal sales price will also fall back to above and below the guidance price. After all, the future BMW X5 belongs to domestic cars, and production capacity is not and should not be tight.
Full text summary:
To sum up, the "new car markup period" listed on the domestic BMW X5 will be longer. Optimism is expected to have a certain degree of decline in the price increase at the end of the year; in the long run, the price of domestic BMW X5 is also a foregone conclusion. Therefore, my ordering advice for the domestic BMW X5 is "buy early and enjoy early; buy late to enjoy discounts". Finally, what do you think of the domestic BMW X5 market? Feel free to leave a message in the comments section to let us know.