Where exactly is the end of the "price war"?
On April 12, Roewe announced the "Rong Tornado" price reduction campaign, and a number of its star models dropped by 20,000 yuan, and it is expected to invest more than 5 billion yuan in daily subsidies, which has attracted the attention of many consumers. Time enters 2024, with the continuous optimization of the automobile market environment and the diversification of consumer demand, a new round of "price war" has officially begun. Major car companies have entered the game in an attempt to seize the opportunity in this increasingly competitive market. The "price war" not only brings more choices and discounts to consumers, but also has a profound impact on the competition pattern between car companies.
In the view of observers in the automotive industry, the so-called "price war", in essence, is one of the important means to enhance the competitiveness of enterprises under a reasonable market environment, especially in the critical period of subversion and transformation of China's automobile industry, in line with the inevitable law of market development, no need to fear. In previous articles, Huanqiu Automobile has also mentioned many times that "price wars" are inevitable, and active "volumes" have a first-mover advantage over passive "volumes".
Based on this situation, various car companies have also shown different postures in the "price war", some are directly reducing prices, some are coming up with new models to increase the volume without increasing prices, and some are launching corresponding financial policies...... A series of concessions have also dazzled consumers. So, in this process, how should consumers choose? In the author's opinion, first of all, we need to rationally look at the product quality and after-sales service behind the price war. Secondly, while enjoying the discounts, it is also necessary to compare the real advantages of each car company, which includes the overall system strength and market reputation of the automobile company. Finally, consumers can choose a model that fits their personal needs and budget according to their needs, rather than just being attracted by the low price. All in all, the price is just the "primer", and the value behind the price is more important.
Experts in the automotive industry said that in such a context, who can become the ultimate winner depends not only on price, but also on product quality, technological innovation, brand influence and other aspects of comprehensive strength. From this point of view, Roewe has more first-mover advantage.
As the main force of the national team of independent brands, Roewe has always adhered to the core technology as the driving force and taken the differentiated market path. Relying on the strong strength of SAIC, a Fortune 500 company, Roewe has continuously improved the core competitiveness of its products through long-term continuous technological investment and technological innovation. This not only enables Roewe to stand out in the fierce market competition, but also provides consumers with high-quality cars that are "worth buying and using".
It is worth mentioning that Roewe's DMH super hybrid system is a representative work of SAIC Motor's ten years of accumulation in hybrid technology, using the industry's first powertrain brain PICU and coaxial P1 motor, with a 1.5L hybrid special engine with a thermal efficiency of 43% and a hybrid gearbox with a mechanical transmission efficiency of 98.5%, which can match the optimal working mode according to working conditions, realize intelligent and efficient in the full speed range and all scenarios, and provide users with hybrid solutions with more long-term value.
At the same time, thanks to SAIC's strong supply chain support, Roewe has demonstrated its unique advantages in the face of emerging competitors. Compared with the new forces that have just entered the auto market, the Roewe brand has the resilience to go through the market cycle and has the strength of "not afraid of rolls and daring to fight for a long time". This means that Roewe can not only respond to market fluctuations in the short term, but also provide consumers with a stable and reliable car experience and rights protection throughout the product life cycle.
Of course, returning to the vehicle itself, Roewe can also be said to have a complete lineup this time, with pure electric models, hybrid models and fuel models all attacking, playing a "ruthless" game. Among them, the Roewe D7 DMH and Roewe D7 EV, as the blockbuster new energy models of the Roewe D family, show the charm and technical strength of green travel. The new Roewe i5 has further enhanced its competitiveness in the market through a cash discount of up to 20,000 yuan for a limited time, attracting more consumers' attention and purchase intentions.
In addition, Roewe RX5, Roewe superhybrid eRX5, Roewe RX5 PLUS, Roewe iMAX8 and Roewe RX9 also provide the same amazing preferential policies, and the official guide price has dropped by 20,000 yuan. This not only provides consumers with a more competitive price, but also further enhances the attractiveness and competitive advantage of the Roewe brand in the market.
On the whole, Roewe has successfully met the needs of different consumer groups through rich product lines and preferential policies, further consolidating its leading position in the market. Such a marketing strategy will not only help increase the market share of the brand, but also provide consumers with more, better and more cost-effective choices, and jointly promote the development of the automotive market in a higher quality and more sustainable direction.
Of course, the price is not Roewe's "killer move", and what can impress consumers in the end should return to the hard power of the product. For example, the Roewe D7 DMH is equipped with a 21.4kWh battery capacity that surpasses that of the Qin PLUS DM-i, with a comprehensive range of 1704km and an average fuel consumption of just over 3 fuel per 100km. In addition, the D7 DMH surpasses the Qin PLUS Honor Edition in terms of body size and interior space, and is equipped with advanced configurations such as multi-link independent rear overhang, dual 12.3-inch central control screens and leather luxury seats, which also far surpass its opponents, making it have significant advantages in terms of cost performance and configuration. Roewe D7 DMH pays tribute to glory with strength, and has a good price while having high quality.
For another example, the Roewe D7 EV pays tribute to BYD's "electricity is lower than oil", and starts a value innovation war of "pure electric AB sedan at the same price" in the market. Directly challenge the traditional pricing structure, allowing consumers to enjoy the excellent quality and advanced technology of the B-segment electric sedan within the price range of the A-segment car. From the body size, space design, core technology to intelligent driving experience, it is at the leading level in the same price range. It provides consumers with a value-for-money choice of "the experience of a B-class car, the quality of a B-class car, and the price of an A-class car".
For example, in the fuel camp, Roewe has played the role of a popularizer of high-quality fuel vehicles. As a five-meter medium and large MPV, the Roewe iMAX8 provides excellent space and comfort, equipped with high-end seats and advanced driving assistance systems, and after the price reduction, it can be said that it has released a five-meter medium and large MPV at a low price, which is very cost-effective, and the Roewe RX5 PLUS is equipped with the "double ten" blue core power and new SUV architecture, providing strong power and excellent handling, and is equipped with luxury technology configuration, fuel-saving and labor-saving, and is also competitive in the same class of models.
Among them, the Roewe D7 is a genuine strength player recognized by authoritative institutions, in the monthly sales list of medium-sized plug-in hybrid sedans from December 23 to March 24, the Roewe D7 DMH won the TOP3 in April, and in the 2023 Hybrid Vehicle Extreme Challenge of China Automotive Information Technology & Kunming Inspection Center, it also won the comprehensive performance champion of medium and large plug-in hybrid cars, the champion of power loss and energy consumption of plug-in hybrid models, and won the double crown; Roewe's DMH super hybrid system also won the "China Heart" 2023 Top 10 Engines & Hybrid Systems Top 10 Engines & Hybrid Systems.
In terms of service, Roewe Automobile relies on the strong background of SAIC Motor Group and SAIC Passenger Vehicle, and also has sufficient guarantees. From online pick-up and delivery, roadside assistance, to valet charging and maintenance appointments, Roewe is committed to providing a solid guarantee for the whole life cycle of users' cars, making it more convenient for users to use, maintain and repair their cars. At the same time, Roewe adheres to the professional service of Double 16 standard and uses original pure accessories to ensure the perfect combination of quality and performance. In addition, users can also get one-to-one online support from the factory's technical experts to answer questions and provide more professional technical services, so that users can have a more worry-free and reassuring car experience. On the whole, Roewe's services are trustworthy.
It can be seen that in the current "price war" in the automobile market, Roewe not only attracts consumers through price strategy, but more importantly, hopes to win the trust and recognition of consumers through product innovation and excellent performance. Roewe's diversified product line, from pure electric models to fuel vehicles to hybrid models, has demonstrated its leading position in technology, design and quality. This precise marketing strategy also makes it easier to meet the diverse needs of consumers. Then, for those consumers who have the need to buy a car, Roewe may be a good choice.