Recently, Hubei Province and Dongfeng Group jointly launched government and enterprise car purchase subsidies, Dongfeng Honda, Dongfeng Nissan, Dongfeng Citroen, Dongfeng Peugeot, Lantu, Dongfeng Fengshen, Dongfeng Fukang and other 7 brands and 58 models, participated in this round of car purchase subsidies, the subsidy amount is as low as 5,000 yuan to 90,000 yuan, limited to Hubei Province.
As soon as the subsidy came out, it quickly detonated the automobile market in Hubei Province and ignited consumers' long-lost enthusiasm for buying cars. But the actual reflection to the terminal market, the price reduction of the Dongfeng series is also "mixed", 4S stores are really crowded and snapped up, and only a few models such as the Dongfeng Citroen C6, which has dropped by 90,000.
Only the Divine Dragon is a "real" descent?
Specifically, Dongfeng Honda was the first to open government and enterprise subsidies, and UR-V enjoyed a maximum discount of 68,000 yuan. Subsequently, other brands of the Dongfeng series quickly followed, Lantu up to 40,000 yuan, Dongfeng Fengshen up to 40,000 yuan, Dongfeng Nissan up to 60,000 yuan, Dongfeng Peugeot up to 40,000 yuan, Dongfeng Citroen up to 90,000 yuan, Dongfeng Fukang up to 60,000 yuan.
Among them, the two models of Dongfeng Fukang and Dongfeng Nissan enjoying preferential treatment are new energy models, and Dongfeng Nissan Aria has officially announced a discount of 60,000 yuan before launching Hubei government and enterprise subsidies. Dongfeng Fengshen and Dongfeng Honda, the subsidized models will have similar discounts in the terminal market every day.
A salesperson in Zhengzhou told the "car talk" that in addition to the 68,000 yuan UR-V, the price of other models is close to the price after subsidies in Hubei Province, and the license plate in Zhengzhou is not restricted. The most important thing is that in the survey, "Auto Talk" also found that 4S stores in other provinces of Dongfeng Fengshen even gave a 4.9% discount to employees, and the highest discount for this model in Hubei Province's government and enterprise subsidies was only 20,000 yuan.
This also means that the government and enterprise subsidies in Hubei Province cannot be "blindly rushed", and the market situation of specific models must be clearly seen. The reason why Dongfeng Citroen's C6 can attract many foreign customers to Hubei for snap-up purchases, on the one hand, is that only Hubei government and enterprise subsidies can give 90,000 yuan of discounts, on the other hand, it is also the opportunity to buy a B+ class car with a length of nearly 5 meters with the money of buying a BYD small car dolphin, which is extremely rare.
In addition to Dongfeng Citroen, Dongfeng Peugeot has also attracted the attention of many consumers, especially the new 408, although only 20,000 yuan discounted, but you must know that since the new 408 was listed in August last year, the price has always been strong, using the official direct sales model, online and offline ordering, offline 4S shop pick-up, but also provide 1-year price insurance.
In other words, among the 58 models of the Dongfeng series, only the models under Dongfeng Dongfeng Automobile are truly unmissable price reductions. Of course, after this incident, it can also be predicted that the brand image that Peugeot-Citroen Automobile has spent two years to establish will be greatly affected.
"Slap in the face" customer-centric transformation
In fact, in the past February, Peugeot-Citroen Automobile just attributed the results of sales to the release of the "Yuan +" plan and the landing of the "Five Hearts Guardian Action" in 2020.
"In 2020, based on the previous research of dealers and customers, we released the 'Yuan+' plan and the 'Five Hearts Guardian Action', the core purpose of which is to restore confidence." Chen Bin, assistant to the president of Dongfeng Motor Group Co., Ltd., general manager and party secretary of Dongfeng Dongfeng Automobile Co., Ltd., said in an interview with the media that this confidence is the confidence of everyone, including customers, dealers, employees, suppliers and the media, because in the extremely critical situation that has fallen in 2020, without confidence, the consequences are unimaginable.
The attitude of the management determines the height of the development of the Peugeot-Citroen automobile brand. It is reported that in the five-heart guardian operation, Peugeot-Citroen Automobile has served a total of 3.5 million car owners, of which the seven-fold maintenance contract has benefited 100,000 car owners, and the "one-stop price" and one-year price insurance policy implemented for new cars have increased Dongfeng Citroen's three-year retention rate by 3.5%, and Dongfeng Peugeot's value retention rate has increased by 6.5%, ranking first among mainstream joint venture brands.
Affected by this, Peugeot-Citroen Automobile has also successfully increased from 50,000 units in 2020 to more than 100,000 units in 2021, and delivered 127,000 units last year, a year-on-year increase of 30%, exceeding the average growth rate of the industry.
This year, Peugeot-Citroen Automobile began to accelerate the "customer-centric" transformation of the entire value chain, released the user brand "Zhiyin", and upgraded the "Five Hearts Guardian Action" to version 2.0 to challenge the sales target of 155,000 units.
However, this government and enterprise subsidies have made Peugeot-Citroen Automobile's previous efforts come to naught. Many existing owners of Peugeot-Citroen on the Internet said that they would not consider buying Shenlong models in the future. At the same time, some consumers wonder whether Shenlong's move is a signal to "retreat"?
Even if the launch of this sharp price cut triggers a rush to buy, it is difficult to satisfy consumers. "Car Pickpocket" learned that the discount range of Shenlong this time is large, there is a limit on the quantity, and it has long exceeded the quota. However, there are still some 4S stores that take risks to accept orders, and even breed some "scalpers" to cut the queue, which lays the groundwork for disputes caused by not getting subsidies later.
Fire sale price reduction "can't hurt"
As we all know, excessive discounts are a harm to manufacturers, dealers, and car owners.
As far as C6 is concerned, its sales in January this year was 55 vehicles, if there is no Hubei government and enterprise subsidies, many consumers are not interested in C6, 90,000 yuan of discount, for Hubei Dongfeng Citroen dealers attracted many local and foreign consumers, but these consumers are at the cost of overdrawing the national customer source, for other provinces Dongfeng Citroen dealers, facing the high price of C6 can not be sold, resulting in the double pressure of capital and inventory.
In addition, although the price reduction can solve the urgent needs of car companies in the short term, it will also lead to the subsequent sale of models and the circulation of the second-hand market to a certain extent. "To tell you the truth, I'm not going to sell this car anymore." A second-hand car dealer said in an interview with "car talk" that he spent 120,000 yuan last month to collect a C6, when the C6 had not yet been reduced, and now after the C6 price reduction, the price of the new car naked car has been the same as the price of the second-hand car, even if he does not make money to sell, some people will feel that it is not cost-effective.
The price reduction of the Dongfeng series has brought more than one loss to the second-hand car market. "I encountered too much, I went to collect a UR-V in February, and the price was negotiated, and the result was that the UR-V dropped by 60,000, and it was yellow." The second-hand car dealer said that it is necessary to wait and see, after all, the second-hand car market is linked to the new car, and the second-hand car market can be decided after the discount. In his opinion, after experiencing this big price reduction, the models of the Dongfeng series are a big gamble whether they collect and sell cars.
But fortunately, the "fracture price" of the Dongfeng system also has a time limit. It is reported that Hubei government and enterprise subsidies deadline is March 31, need to be on Hubei license, the form of first pay the full amount and then return the subsidy, because of too many people who order the car, consumers are paying 5,000 yuan deposit to queue, even if they can not mention the car before the end of the month to complete the relevant procedures, can not enjoy the subsidy policy, the deposit will return the same way.
However, it should be noted that "Steam Talk" understands that the number of models enjoyed can be transferred, which means that once a more cost-effective or preferred model than the C6 appears on the market, it is not ruled out that there will be a change to other models. At present, SAIC-GM's Buick has received policy support from Hubei Province and launched Hubei government and enterprise subsidies of up to 70,000 yuan.
This big price reduction has a great impact on non-Dongfeng series sold in Hubei Province and automobile brands that have not built factories in Hubei, and also has a great impact on the price system of the national automotive industry. Have car brands from other provinces and cities joined the army of "subsidy price reduction" in Hubei Province? Will other provinces and cities also introduce subsidies for local enterprises? These will lead to a stronger wait-and-see mood in the market. At that time, the sharply reduced price of Peugeot-Citroen Automobile will likely "hit a wall everywhere" outside Hubei Province, and the price reduction of Peugeot-Citroen Automobile will eventually leave "chicken feathers".