From the beginning of 2023
Since Tesla took the lead in initiating price cuts
Major new energy vehicle companies and traditional car companies
have joined the price war
↓
The tide of car price cuts is coming
According to incomplete statistics, as of March 17, nearly 30 automobile brands or groups have participated in price reductions or provided car purchase subsidies.
The most "generous" is SAIC, which has launched a total of 38 reduced-price models under its Volkswagen, Roewe, MG, GM Chevrolet and other brands.
In addition to SAIC, a total of 23 models of the Dongfeng series have been reduced, and Chery, Changan and Geely have also reduced prices of more than 10 models.
From the perspective of price reduction, the price reduction of this price war is generally large.
Specifically, luxury car brands and some new energy vehicle brands have the largest margin promotion.
Among them, Audi's two models starting at 400,000 yuan, A7L and Q6, have reduced their prices by 160,000, and they can be bought at a minimum price of about 300,000. Cadillac, BMW, Lexus and other luxury car brands are also "not calm" in the face of price wars, and have launched price reductions of up to 100,000.
In addition, among the top ten cars in price reduction, there are 3 new energy vehicle brand NIO, with the highest price reduction of 100,000, which is comparable to the "deep-pocketed" luxury car model.
Why there is such a big price reduction, one is that the "National 6B" automobile emission standards will be implemented within this year, and non-standard fuel vehicles should quickly clear inventory, but in fact, the cars produced by major manufacturers from 2021 onwards are basically in line with the "National 6B" standards, and new energy vehicles are even less of this problem.
At present, it seems that it is mainly the need to destock due to the decline in epidemic consumption.
2022 is the toughest year for car dealers in the last 3-5 years. The decline in sales terminals has affected the growth rate of new energy vehicles, and it has made it even worse for fuel vehicles, which have already been eroded by new energy vehicles. Even if car companies do not want to reduce prices, dealers have huge pressure to return to their costs.
Diversified subsidy policies
Behind this price war, there are also subsidies from local governments to promote automobile consumption.
According to incomplete statistics, nearly 20 provinces (including municipalities directly under the central government) have introduced automobile purchase subsidy policies, with subsidies ranging from 2,000 yuan to 15,000 yuan per car, and the total amount of subsidies in various places is between millions and 100 million yuan. Among them, Longgang District of Shenzhen has the largest subsidy, with a maximum subsidy of 15,000 yuan per car.
The subsidy methods vary from place to place, and most regions use the method of issuing consumption coupons, such as Shandong Province, which plans to issue 200 million yuan of automobile consumption coupons in the first half of this year.
In addition, some provinces and cities encourage directional purchase to promote the transformation and upgrading of automobile consumption, such as Hunan Province, Hefei City, and Shanghai City adopt new energy vehicle replacement subsidies to accelerate the process of replacing traditional fuel vehicles with new energy vehicles.
In addition to direct subsidies, some provinces and cities have relaxed car purchase targets, such as Guangzhou added an additional 30,000 energy-saving vehicles in the first half of the year, and Tianjin increased the lottery quota of 35,000 ordinary cars.
The magnitude and breadth of the overall price reduction of this car are rare in China. For consumers who want to buy a car in the near future, it is undoubtedly possible to enjoy real discounts. For automobile manufacturers, after this price reshuffle, different forces such as fuel vehicles, new energy vehicles, joint venture brands, and domestic brands may also "roll" out of the new world.
Second-hand dealers want to cry without tears: this wave of losses is numb
However, the used car market has been hit by the price reduction of new cars.
A second-hand car dealer in Beijing told Zhongxin Finance that because of the sharp price reduction of new cars, his wave was really "numb". Originally, a customer was going to buy a mid-size car such as the Passat and Magotan from him, but affected by the price reduction of the C6, they decided to buy a new car directly for the same price, and watched the "cooked duck" fly away.
But he said he wasn't the "worst" in the market. The real "tearless cry" is the car manufacturer who has previously received models such as Citroen C6 and C3-XR. Before the price reduction, the "quasi-new" C6 that is one or two years old can be sold for about 140,000 yuan. Now, the new car has dropped to about 120,000 yuan, which is already higher than the cost of collecting the car.
According to him, at present, many second-hand car dealers have temporarily stopped accepting cars. Everyone is watching and seeing, first clear the inventory in their hands, and then consider it. Even if the car is collected, the price will be particularly low.
The following is the information of car companies and models participating in the price reduction/subsidy:
Source: Shangguan News, Zhongxin Jingwei, etc