BYD is completely "crazy", and the price war is back?
The years are silent behind the hands, and we are lost in a sea called time, remembering the light that has passed in the ruins of winter. But there is always something that does not die, and it has doubled its comeback across the turbulence of time, just like the "price war" that is constantly circulating in the automobile circle.
Recently, a news of "exposing BYD's multi-car price cuts" has rapidly expanded in the automobile circle. According to well-known bloggers, several of BYD's hot-selling models have been reduced in price on the basis of the original discounts, among which the 99,800 BYD Qin PLUS DM-i Champion Edition has even dropped to less than 90,000, which can be regarded as "completely crazy".
It is not difficult to imagine that BYD's price cut is undoubtedly to hit the annual sales target of 3 million vehicles. As a leader in new energy in China, BYD has unlimited scenery, and its monthly fault-leading sales volume has left many car companies in the dust. When BYD, which is already a difficult opponent, raises the banner of "price reduction", it is difficult for other car companies to stay out of it. Obviously, a "price war" called "rushing sales" is about to start again.
l BYD with the roof lifted
At the beginning of this month, BYD has given discounts ranging from 20 million to 20,000 yuan for a number of its cars, whether it is the escort flagship 07, dolphin, seal or destroyer 05 champion version and other models can enjoy certain cash discounts and car purchase rights.
And now BYD continues to add new sales policies for some models, and it can be superimposed with the previous preferential policies, such as Qin PLUS DM-i, destroyer DM-i additional subsidy 5000, which means that the starting price is directly reduced to below 90,000, and consumers who are holding on to the currency can still sit still?
It's not that the price reduction can't be sold, and BYD's sales performance has been outstanding. According to official data, BYD's cumulative sales from January to October this year were 2.371 million units. Just today, BYD's 6 million new energy vehicles rolled off the assembly line at the Zhengzhou plant, from the "5 million" to the "6 million" in just over 3 months, BYD set a new record in production and sales with rapid momentum.
The intention of this price reduction is very clear, November is nearing the end, seeing that this year is about to turn the page, BYD's annual KPI of 3 million vehicles is still one step away, whether it can successfully complete the goal depends on next month, and it is natural to increase the horsepower to sprint a wave.
So what is a more advantageous and violent means than "price reduction" to stimulate consumption? Whether it is quick success or quick profit, or whether it is drinking to quench thirst, BYD can only have no hesitation once the clarion call to hit the annual KPI index is sounded. Anyway, BYD has never been afraid of anyone in the price war, after all, the profit cost is there, but it has only suffered other large and small car companies.
l The price war is back
BYD's price reduction is no less than dropping a torpedo in a lake, making the already dark tide of the lake even more boiling. For consumers, BYD's price reduction is definitely a good news to see, and it is a fool who saves a sum of money for no reason to steal fun. But for other car companies, BYD's price cut is estimated to kill them.
This year, the auto market has been very volatile, and rounds of price wars are not uncommon. From the beginning of the year to the end of the year, it can be said that the price wars of all sizes have hardly stopped, and the comeback is just to emphasize that the scale of this wave of price wars at the end of the year may be even larger.
The price war is a double-edged sword, and behind the attractive and short-term increase in sales is the infinite compression of profits, not to mention that some car companies have been losing money and selling new energy vehicles. Up to now, the only truly profitable new energy brands may be Tesla and BYD. Therefore, in the financial situation of the deficit, no one wants the price to fall further, can the marketing model of the fight be applied to the car companies?
To follow, or not to follow? This will become a headache for other car companies. If you don't, the already small profits will be squeezed again, which will only further increase the losses; if you don't follow, it is equivalent to giving up your market share, and the result can only be eliminated.
So in the end, other brands can only go into the water to follow BYD down, and the price war at the end of the year may make a comeback. In this world of the jungle, if you can't be a rule-maker, then you can only be a follower who follows the rules, and it's not up to you to decide whether to play this game or not. It's brutal, but it's also realistic.
l Qingdong Reviews
When the bell at the end of the year rings, the horn of the price war is also sounded. The new energy vehicle market has entered a more fierce knockout game, and the battle between new energy vehicles at the end of the year has kicked off.