Luxury brand first-line sales talk about price war: Mercedes-Benz discount rises to 70,000 BMW 4S stores in the same city to each other to reduce prices

After entering August, all employees from Tesla to Extreme Krypton, Wei Xiaoli, etc. reduced prices, and the entire new energy market of more than 200,000 yuan literally became the county town of Ping'an. However, compared with the new energy side in full swing, traditional luxury brands are very quiet. This time, I also invited 5 mainstream luxury brands to sell and talk about the price war in August, how they are doing.

Topic split:

1. Did the number of stores in August rise or fall compared with July, and was it affected by the price war?

2, What new energy models does your brand have, and which one sells best?

3. What is the preferential margin compared with the previous two months, and which models have significantly increased the preferential margin?

In April and August, did the manufacturer give any targeted sales policies, and do you think it was effective?

5. Compared with before, what is the most obvious change in the brand's sales this year?

Store arrivals in August were up from July, up about 10%. In July, an average of 30 groups of customers entered the store per day, and in August, an average of 33 groups entered the store per day. The price war for new energy has not led to a decrease in store entry.

Mercedes-Benz has 10 new energy models, including 6 pure electric models and 4 plug-in models. Pure electric models include EQA, EQB, EQE, EQS, EQE SUV, EQS SUV. Plug-in models include C350eL, E350eL, S450eL, GLE350e. The pure electric model EQE sells the best, and the plug-in model E350eL sells the best.

Compared with the previous two months, there was no significant change in the preferential range in August, and the discounts were quite large. The main reason is that under the current preferential range, 4S stores have lost very seriously, and no one has the financial resources to fight a price war. Due to the delisting at the end of the year and the need to replace it with a new model, the supply volume of the E-class car has decreased, and the price has risen compared with the previous two months, with a discount of more than 20,000.

In August, manufacturers did not give a different sales policy than the previous two months, also because the market environment has not changed significantly compared with the previous two months.

Compared with last year, the biggest change is the decrease in profitability, which can be said to be from profit to loss. The flow of customers entering the store has not changed, and the transaction volume has not changed, but the same car can be sold at a discount of 20,000 last year, and this year it will be discounted by 70,000.

Intuitively, the number of store arrivals in August has not changed compared with July. In order to verify the intuition, the data was specially checked, and as of the 26th, 407 customers entered the store for the first time in the month, 8 batches more than the same period last month. Intuition and data are basically the same.

BMW new energy models include the all-electric i3, i4, i7, iX, iX3 and plug-in hybrid 535Le, and the new all-electric iX1 will be launched by the end of the year. The best selling model now is the i3 model, which can account for 2 and a half out of 10 units.

Compared to July, there was no significant change in the margin of benefits in August. The overall discount range of new energy vehicles has not changed significantly, the only change is that the iX3 is 4,500 yuan more than in July.

The manufacturer did not have a separate policy for August, but I heard from the sales manager that BMW will reduce the supply volume and reduce the number of monthly tasks in the second half of the year. But I didn't actually feel it, I still sold those cars every month, and there was no sign of decreasing. The sales manager said that the manufacturer lowered the task in order to raise the price, but the price did not change at all, still like that.

The most obvious change this year compared to last year is that the competition between the same city has become more fierce, and the involution has become more serious. The same customer, several 4S stores are following up, changing tricks to give customers lower prices. Sometimes customers are afraid to buy, and customers feel that the current situation, etc., will be cheaper.

The overall store entry volume in August as of the data of the 21st, compared with July, is down 30 batches, of which the new energy model Q4 customer collection is directly down nearly 80%, according to the usual practice, August customer collection is slightly higher than July.

Audi system new energy pure electric models mainly include Q4-etron, etron, etron spb, of which only the first belongs to the main model. At present, the last two models in the store each have only one existing car, and both are ultra-long storage age. At present, the average monthly sales of the Q4 etron in the store is about 8 units.

Compared with the previous two months, the overall preferential margin showed a slightly amplified trend, among which A4L, A6L and other main domestic models, the price fell slightly, and the decline in Q5L was more obvious.

Now there is no good business policy, I will implement this piece, if you need to supplement, I will tell you in time in the later relevant content.

The most obvious change this year is that the core competing brands continue to innovate (such as the replacement of Mercedes-Benz GLCL, the replacement of Mercedes-Benz E, the new BMW X1, etc.), while the exterior and interior of this product are still the same as the same. New energy models have also snatched away a lot of potential customers, and the price of the same brand store is becoming more and more fierce, and the transaction is becoming more and more difficult, and it is more about the ability to grasp customers.

Store visits in August are down 20% from July, and sales are down 40% as of today. The task in July was still relatively easy to complete, and the customers in August began to hesitate and wait-and-see, and the price impact was not only from the new forces, but also from BBA, especially A, which was simply enlarged with a face!

New energy models are divided into pure electric: XC40 and C40, plug-in hybrid T8 models are S60, XC60, S90, XC60. Among them, pure electricity belongs to direct sales, the old is difficult, the national uniform price, the volume is not large, two or three customers a month rush to buy safely. The main sales model of the new energy is S90, XC60 hybrid plus ten can account for seven, XC90 T8 ten units can account for three.

There is no change in the preferential margin, the most fluctuating price belongs to the main sales models XC60 and S90, the full model has been close to 280,000, and the mortgage can be applied for again.

There is no special policy in August, but before the 20th, Tmall decided, more 1,000 yuan card coupons (Starbucks, Hema Xiansheng, Tmall card, Ctrip choose one), there is no touch, because customers have to pay 500 yuan to buy, for the 100,000 discount models, there is not much impact.

There are two obvious changes in the sales of this brand this year: first, the fight with Audi is more direct, the price of Audi is more direct, Audi's 11,000 dump, it is difficult for customers not to be moved, the transaction price is very close, customers can not convince themselves much, and the defeat of turning to Audi has increased significantly this year; Second, the new energy pure electricity plus assessment, clearly said to be sold directly by the manufacturer, why the responsibility is all pushed to us! To be honest, pure electricity is quite difficult to sell, I hope the OEM can stick to their direct sales to the end! Traditional thinking, it is really difficult to do direct sales.

The number of stores entered in August is slightly higher than in July, the increase is not much, the average is 1 more a day, that is, 5 batches of customer flow a day, depending on the performance of customer flow, has not been affected by the price war.

Porsche has a total of 6 models, pure electric only Taycan, there is basically no competition, a very small number will go to see Tesla X S or Lotus Gaohe, most customers only consider Porsche, compared to Porsche's tram will also consider Porsche oil vehicles, as for the price war of new energy currently has no impact on Porsche, after all, the price difference is many segments.

Compared with the previous 2 months, the preferential range depends on the specific model, there are increases and decreases, and the discount is increased, Taycan 13 points to 16 points, 911 10 points to 12 points, and Palme 10 points to 12 points.

There are also reduced discounts, 718 8 points to 6 points, macan 16 points to 14 points, Cayenne 13 points to 11 points. The above are all full prices, and the installment depends on the situation to add 2-3 points.

Manufacturers did not have an additional sales policy in August, the supply in the second half of the year was really reduced, the price policy is also pulling back one after another, at present, the price increase has little impact, after all, the customer group who buy Porsche is so many, and the price is not too sensitive.

Compared with last year, the biggest change in sales in the first half of the year was the price concession, and last year except for the Macan lost money, all models of bicycles were making money. In the first half of this year, the Macan discount is indeed not so big, that is, the bicycle does not lose so much, but the car that earns money begins to lose money, Cayenne, Parme, and even the price of 911 continues to fall. So manufacturers from the second half of the year, but also gradually reduced China's supply, at present, some prices are indeed rising, not as good as last year, but much better than the first half of the year.