Question the price war, understand the price war, and participate in the price war.
This is the past two years, the development trajectory of the car market from a macro perspective, is the competition route of many car companies as the law of market competition, they strive to integrate the resources of all parties, roll up the product volume, raise the sickle of price, and harvest every corner of the market.
At present, on the yellow sand of the auto market, some people appreciate the price war, some people have a lot of complaints about it, and some people go and see, but no matter what, the normalization of the price war has become a lingering mark of this era and is one of the key words of the current car market. Even with the stability of the industrial chain, the price war in the auto market will escalate more and more in 2024, and its degree of intensity and chaos can be called boiling oil.
According to incomplete statistics, in the first three months of this year, more than 60 models have announced price cuts, and more than 10 brands participated in it on April 1 alone, directly or indirectly launching price reduction activities, competing for excitement and hot.
As the main member of the national team of independent brands, the Roewe brand, which has been gaining momentum for a long time, ended watching the fire from across the strait in this beautiful April in the world, and threw itself into the battle of this year's automobile price war with super strength, adding another fire to the fierce car market war.
It is reported that the Roewe brand announced the "Rong Tornado" price action, a number of its star models dropped by 20,000 yuan, and it is expected to invest more than 5 billion yuan in subsidies.
The market is hot, and Roewe came just in time
From the perspective of specific models, Roewe's models Roewe D7 DMH, Roewe D7 EV and the new Roewe i5 have a limited time to up to 20,000 yuan cash discount, and the official guide price of Roewe RX5, Roewe superhybrid eRX5, Roewe RX5 PLUS, Roewe iMAX8 and Roewe RX9 has dropped by 20,000 yuan.
Just from the product lineup of Concession, you can see a corner of Roewe's sincerity. Because compared with many brand concession models, there are old, old and unpopular models, Roewe's price promotion activity has truly realized the "all-army attack" of the main models.
From sedans to SUVs to MPVs, covering multiple market segments and a variety of high-quality models, they also involve fuel vehicles and new energy vehicles, truly achieving "full coverage" at the product level.
For example, in new energy vehicles, the "rear-drive pure electric & long-range super-hybrid cloud car" Roewe D7 is priced at only 105,800 yuan after a cash discount of 20,000 yuan, which directly breaks through the entry price of B-class cars, and brings consumers value-added quality choices with the experience of B-class cars, the quality of B-class cars and the price of A-class cars.
On the oil car, the new Roewe i5 has a maximum cash discount of 20,000 yuan, with a limited time of 49,900 yuan, and the quality of the six dimensions of design, space, cockpit, technology, power and safety has been upgraded, becoming the "most cost-effective choice in the sedan car market" for consumers to "close their eyes and enter". In addition, the MPV model Roewe iMAX8, the Roewe RX5 and the Roewe RX5 PLUS equipped with the "Double Ten" powertrain have all provided consumers with a choice of quality trust.
The Roewe brand allows consumers to truly have more choices in the bulk consumption of car purchases, providing consumers with high-quality cars that are "worth buying and using", rather than choosing disliked, unwanted and "leftover" models for the sake of price concessions.
In addition to the large lineup of concession products, what consumers want to see is that price concessions are carried out on the premise of ensuring product strength, so as to achieve the expulsion of bad money from good money, to further protect the rights and interests of consumers, and to be more in line with the development of car companies and even the car market.
Roewe is well aware of this, and the official issued a special statement saying that the "Rong Tornado" price action, price reduction without reduction, adhere to the discount of real money, real materials of products, do not produce customized simplified version of fish eyes mixed beads, with sincerity to give back to consumers.
In addition, from the perspective of time, the time for the Roewe brand to participate in the price dispute this year is not too early. Many brands even shouted various slogans on the first working day after the new year, starting the battle between oil and electricity, which caused a big discussion.
As a result, from independent brands to joint venture camps, from fuel vehicles to new energy vehicles, competitors are tense and competitive, and the market is in chaos. Among them, there are those who really benefit the people, those who fish in troubled waters, those who speculate, and those who are cold bystanders. The auto market is moving forward in the coercion of the price war, and the price war is changing under the discussion of many parties.
The Roewe brand chose to precipitate during this period of time, "how much is the price reduction to make a profit", "what consumers really need", "how to protect the rights and interests of consumers"...... A series of problems are born in the market, flashing in front of Roewe's eyes, yes, these are problems to be solved, and they are the problems that consumers really care about.
Roewe precipitated in time and inspired in thinking, and then blew out the "Rong Tornado" at the right time.
Looking ahead, it is the impetuous mood of the auto market due to price disputes after the year, and looking ahead, it is the upcoming May Day Golden Week and the potential release of consumer desire. It can be said that the market is hot, and Roewe came just in time.
The original intention of "Rong Tornado" and the confidence of Roewe
The arrival of the "Rong Tornado" is bound to attract the attention of the auto market with the trend of turning over the river and the sea. At the same time, this "Rong Tornado", from the large preferential strength to the wide scale of products, from the high quality standards to the right time to enter the market, all escort Roewe's way forward.
And this declaration-like battle not only shows the sincerity of Roewe, but also shows its confidence.
As the main force of the national team of independent brands, the Roewe brand backed by the world's top 500 SAIC Group, has always adhered to the differentiated path of core technology to drive the core market, and through long-term and continuous technological investment in technological innovation, it has enhanced the core competitiveness of products and provided consumers with high-quality cars that are "worth buying and using".
At the same time, with the support of SAIC's strong supply chain, compared with the new forces that have just entered the auto market, the Roewe brand that has passed through the cycle has the strength to "not be afraid of rolls and dare to fight for a long time", which provides a solid guarantee for the rights and interests of Roewe products throughout the life cycle.
This is also the real confidence of the Roewe brand to always "advocate technology war and not be afraid of price war".
As a car company, it is understandable to provide consumers with lower-priced products, but if the price reduction is achieved at the expense of product use value and the total cost of ownership of users, there will be potential safety hazards behind the price reduction, which is a problem that many companies need to face.
SAIC is China's largest automobile manufacturing enterprise and one of the world's top 500 companies, whether it is in the field of new energy technology or traditional powertrain technology, SAIC has a deep technical accumulation and a number of technical patents, and has a strong supply chain system, has the strength to provide consumers with good prices and high quality products, and further escort the development of the Roewe brand.
Take the DMH super hybrid system released by Roewe as an example. The DMH super hybrid system is SAIC's representative work of ten years of leading exploration in hybrid technology, which has broken the patent monopoly of Japanese manufacturers in this field, and has even been evaluated by the media as "the strongest hybrid in China, and the strongest in China in Roewe".
At the same time, the Roewe D7 DMH equipped with this system has set a benchmark for energy efficiency of long-range plug-in hybrid with a comprehensive range of 1962km measured by a third party.
When such a high-quality product with both technical endorsement and can stand the test is deeply involved in the price concession activities, it can be said that it is not the luck of the market and the gospel of consumers.
With the best price in the world, Chinese users can be the first to experience the world's leading Chinese technology and Chinese brands, which is the original intention of the SAIC Roewe brand to launch the "Rong Tornado" price reduction campaign.
In the view of the Passenger Association, price competition is the embodiment of the full development of market competition in the field of new technologies. After the price war, the market may be purified and upgraded, and competition will return to the value level.
As one of the earliest Chinese independent brands to anchor the quality of the industry, Roewe insists on promoting experience upgrading through continuous innovation in core technologies, and creates authentic, reliable and reliable products for users, so as to promote the sustainable and healthy development of the industry.
In the face of future competition, Roewe has made comprehensive preparations, adhered to long-termism, met low prices with high value, fought a good quality war and value war, and let high-quality automobile products benefit more users, so that this "curvado wind" will continue to blow on the yellow sand of the auto market.