Go, go to Hubei to buy a car!
This phrase became the biggest meme in this March car circle.
Hubei Province and Dongfeng Motor jointly launched the strongest car purchase season activity in history, with government and enterprise subsidies of up to 90,000 yuan for bicycles, this round of subsidies involves 58 models of 7 major brands, including Dongfeng Citroen, Dongfeng Honda, Dongfeng Nissan, Dongfeng Lantu, etc.
Because the government and enterprises join forces, there is no routine and will not step on the pit. The discount is carried out in the form of a full rebate subsidy, except that there is a time difference between the rebate and the purchase of the car, and all the prices are solid.
As a result, the whole of Hubei set off a car buying frenzy. It has been confirmed that some local 4S stores have responded with 24-hour operations.
As you can imagine, before March 31, when the event closes. Almost every family in Hubei will discuss whether we should buy a car, whether it was a family with a car or a family without a car.
Behind the madness, there is always a trace of worry. What's more, the matter itself has mixed reviews.
A big blood return
Dongfeng Citroen C6 discount 90,000 yuan, Honda CRV discount 60,000 yuan, Ailisen discount 54,000 yuan.
These are the three cars that are most frequently used in the industry to talk about this event. Of course, they are all representative, Dongfeng Citroen C6 has the largest discount range, this B-class car after the discount starting price is only 121,900 yuan, setting the lowest price of the joint venture brand B-class car in the domestic market. The Honda CRV and Ailison themselves belong to the volume model, but they still join in regardless of it.
The purpose of the event is hardly a secret.
As far as the government is concerned, it is understandable to boost consumption and stimulate the local economy.
For car companies, it is a comprehensive revival.
In 2022, Dongfeng Honda's cumulative sales for the whole year will be 652406 units, down 17% year-on-year, which is not only 70,000 units less than Guangben's sales, but also more than 10 percentage points more.
In 2022, Peugeot-Citroen Automobile (Peugeot + Citroen) sold 127,000 units, although it increased by 30% year-on-year. But the base is indeed too low, compared with the peak data of 700,000+, at least it shows that Peugeot-Citroen Automobile in 2022 is still running at a low level.
Dongfeng's own brand passenger car sales in 2022 were 685,000 units, up 32% y/y. Although the data is acceptable, it is still weak compared with the performance of GAC, SAIC, and Changan's autonomous passenger cars.
In a word, Dongfeng has hardly found a particularly strong brand in the past year or even several years. And the entire French car is even more marginalized.
A big price reduction promotion with the support of the government is a big cash return of car companies, a big inventory clean-up of dealers, and a big carnival for all people. From this point of view, the government, enterprises and consumers are all happy.
Great thing!
In fact, we cannot ignore the positive effect on the activation of the industrial chain.
Hubei is a major province in the automobile industry. At present, Shiyan medium and heavy commercial vehicle manufacturing base, Xiangyang light automobile and engine manufacturing base, Wuhan passenger car manufacturing base, Jingzhou and Huangshi along the river automobile industry parts gathering belt.
Tens of millions of people are directly or indirectly connected to the automotive industry. The province's big promotion in March will definitely change the phenomenon of insufficient operation of 4 days off and 3 in many related factories, thus forming a positive trend for the entire industry.
A big transformation
Of course, there are no absolutes.
The drastic price reduction promotion itself is regarded in the automobile market as killing a thousand enemies and self-inflicting eight hundred. Although sales are high, brand value is declining, and the retention rate of the used car market has also been hit. More importantly, how should this matter be turned back, or can it be turned back?
Even if the event exceeded expectations, the organizers decided to extend the deadline from the end of March to the end of April or even the end of May. And then after that?
The car has returned to the previous price system, and the market has been seriously overdrawn, will the entire Dongfeng passenger car series usher in a long period of market ice in a longer period after the event?
The results may not be as bad as we think. In fact, the price reduction of wind and fire is left behind.
The real ace model of the Dongfeng series, the price reduction is extremely limited, basically the price of the usual car dealer operation to the surface. For example, the preferential amount of Nissan Xuanyi and Nissan Teana is only more than 20,000 yuan.
Even if the event is over, absolute models such as Xuanyi and Ethereal can still continue this offer and maintain sales.
In fact, more importantly, the focus of the activity is directly on fuel vehicles. That is, almost all of the preferential models are pure fuel models.
Therefore, although we cannot say that the price reduction promotion is a stud of Dongfeng fuel passenger vehicles, it can be regarded as an important node of Dongfeng passenger cars to new energy.
Since then, some fuel vehicles with large price reductions have either stopped production or carried out iterations, thereby intervening in the hybrid technology route to complete the upgrade.
In fact, in 2023, the Dongfeng system has sent a clear signal of transformation.
In 2023, Dongfeng Nissan brand will usher in three major transformations, product transformation, marketing transformation, and management transformation, aiming to return to the million-dollar club. Among them, product transformation clearly puts forward that integrity and innovation, use global resources, superimpose localization advantages, and quickly embrace electrification.
On February 10 this year, Peugeot-Citroen Automobile held the 2023 Peugeot-Citroen Automobile Culture Festival, officially released the user brand "Zhiyin", and announced that it will fully transform to electrification next. Based on the eHMIA high-performance modular intelligent electric platform, Peugeot-Citroen Automobile will fully realize electrification and intensively launch eight new energy models in the next five years.
In 2023, in addition to continuing to deepen the electrification brand "e:N" and e:HEV/e:PHEV and launching more electrified models, Dongfeng Honda's new own brand will be officially unveiled. This will be a special work for Dongfeng and Honda to cope with the advancing Chinese new energy market.
Draining the final value of fuel vehicles, obtaining financial returns, and then transfusing blood to new energy is the fundamental reason why Dongfeng is willing to organize this promotion.
The light boat has passed the 10,000 heavy mountains, and the Dongfeng fuel vehicle does not need to turn back after the big promotion. Meeting new markets with new products is planned.
However, this is just March, the inner roll of the big factory has already begun, and then we can only say, let the storm come more fiercely!