Before the May Day holiday, the "Several Measures to Further Promote Consumption in Guangdong Province" was officially launched, including a series of policies to encourage automobile consumption. The policy introduced this time is more intense, not only increasing in the car purchase indicators, but also there is no additional purchase restriction for the purchase of new energy vehicles. Under the subsidy of real money and silver of the government, can the May Day holiday bring Wangche City? Judging from the performance of various brand dealers on May Day, some reflect the increase in popularity on the first day of the holiday, and some have a significant decline in passenger flow.
Some of the "suppressed" demand for car purchases has been released
In the list of models promoted by the new energy vehicle purchase subsidy activity in Guangdong Province, BYD benefited the most models. Among them, sedan and SUV models include the new generation of Tang, Han, Song, Qin, Yuan Pro and e2. Some dealers of the brand have reported that since the first day of the May Day holiday, the passenger flow has increased significantly. However, some consumers who arrive at the store are not very clear about the details of government subsidies, especially the understanding of the amount of subsidies has deviated. According to the account manager of a 4S store in BYD Fang Village, due to the subsidy mentioned, "the provincial financial funds give qualified consumers a comprehensive use subsidy of 8,000 yuan / vehicle for new energy vehicles." "Scrap old cars, subsidies for the purchase of new energy vehicles are 10,000 yuan / vehicle, subsidies for the purchase of fuel vehicles are 5,000 yuan / vehicle". Some consumers think that scrapping the original fuel vehicles in their homes and buying the brand Tang DM-i can enjoy 8,000 yuan + 10,000 yuan superimposed 18,000 yuan subsidies. In fact, according to the "Several Measures to Further Promote Consumption in Guangdong Province", the former is the subsidy for this time, and the latter is the "old for new special action subsidy" that was extended from last year to this year, and the two are not repeated. Li Wenqiang, regional director of Chery Xingtu, told the Nandu Wan Finance Agency reporter that combined with the policy given by the provincial government, the number of invited customers in the brand's showroom has increased greatly than usual, especially the main models Lingyun and hybrid eti are the most popular.
An E-an dealer under Guangwu Auto Trade also said that the number of customers arriving at the store on the first day of May 1 increased by nearly 40% month-on-month, down about 6% compared with the same period last year, but the number of orders was the same as last year. It can be seen that consumers' intention to buy a car is still relatively clear, rather than just "looking at the car". In addition, this policy is favorable and still needs a period of dissemination, so it is believed that there will be a more obvious increase in passenger flow and orders in the future.
Some dealers reported that due to other reasons, the sales situation of the May Day holiday was not ideal. The head of sales of a dealership in The Haizhu District of Euler Automobile revealed that the policy has not yet contributed much to promoting sales for the time being. After all, the policy has just been announced, and many consumers are still unaware of it. As distributors, they have not yet implemented how to get customers to declare subsidies. In the list of government subsidized models this time, Euler only has one model, the good cat. An insider of Guangdong Youdao Group introduced that in addition to the time required for consumers' "reaction", the epidemic in Guangzhou before May Day was somewhat repeated, and some of the Group's Great Wall brand dealers were located in Baiyun District, which was within the control range and had a relatively large impact. Therefore, compared with last year's May Day holiday, their order volume this year has dropped significantly.
Although its products do not appear in the list of government subsidized models, there are also luxury brand dealers who report that sales in these days are not bad. According to a BMW dealer, 30,000 new car purchase indicators were added from May to June, which will definitely release some demand. The orders for the May Day days were also in line with expectations, which was due to the suppression of some demand in the second half of April and was released during the May Day holiday. However, the person in charge of a luxury brand dealer under Guangwu Auto Trade revealed that the government's measures to promote automobile consumption this time have not yet reflected the effect on the increase in passenger flow. The person in charge pointed out that the "Several Measures to Further Promote Consumption in Guangdong Province" shows that the trade-in/ purchase of new energy vehicles is for dealers in Guangdong Province to enjoy relevant subsidies. The brand currently belongs to the factory direct operation model, and the invoice is issued by the Shanghai headquarters. Therefore, it is impossible to enjoy the relevant government subsidies to promote consumption. Although Guangzhou added 30,000 automobile indicators on the basis of the original from May to June, which will undoubtedly promote the sales of luxury brands, as far as the brand is concerned, the benefits will be relatively small.
Used car dealers reported that the holidays rose by 20% or 30% month-on-month
Compared with new cars, judging from the second-hand car market transactions during the May Day holiday, it is still difficult to quickly change the downturn in the short term.
Sun Mingxia, general manager of Guangzhou Baolijie used car trading market, believes that due to the dual impact of the epidemic and the economic downturn, Guangdong Province has introduced subsidy measures to encourage automobile consumption. The measure is expected to have a slight growth effect on the purchase and replacement of new cars. But for used car transactions, it is difficult to have a significant effect in the short term. On the one hand, from new cars to used cars, there needs to be a reaction time, at least not in the short term. On the other hand, every month this year compared with the same period last year, the passenger flow has decreased significantly, and the average transaction volume has dropped by more than 60%. Therefore, the small increase that occurred during the May Day period cannot be reflected. Overall, the second-hand car industry is still in a trough period, to achieve industry recovery, we still have to look forward to the effective control of the epidemic and economic recovery, the people's consumption capacity has been increased. A sales manager of QianliFaMingChehui also said that from the perspective of the transaction volume of the May Day holiday, the passenger flow and transaction volume have rebounded from April, about 20%-30%, but compared with the same period last year, it has dropped significantly. In her view, consumers are still affected by the repeated psychological impact of the epidemic, and they are more willing to wait and see with the currency and be cautious. The transaction situation in these days is basically based on the main sales models of Mercedes-Benz E-Class, C-Class and BMW 5 Series and 3 Series, which are popular luxury brands. With the increase in demand for second-hand pure electric models, new power brand models such as Tesla and Ideal, which are short in age and in good condition, will also be more sought-after.
Tang Nuankang, deputy general manager of Guangjun Used Car City, feels that due to the dismal transaction in the first quarter, the vehicles in the inventory of second-hand car dealers cannot be "digested" now, and if the stimulating consumption policy for new cars can speed up the speed of "old for new" of car owners, it will improve the turnover efficiency of used car inventory vehicles.
Nandu Wan Finance Agency reporter Liang Luozhe