In July, the touch of the car circle must be BMW's withdrawal from the price war, one stone stirred up a thousand waves, BMW news came out, Mercedes-Benz and Audi were also exposed to follow up quickly, including Cadillac, including the second-tier luxury, etc., are also unbearable, it is rumored that it has received a verbal notice from the headquarters, will gradually recover the price reduction, and the terminal price of the whole system will rise from August.
The Internet, a place of truth and falsehood, when the wind rises, there will be people who create momentum. Nearly two weeks after BMW announced its withdrawal from the price war, "12-cylinder car" conducted an actual visit to the terminal market of BMW and Audi and Cadillac, which are also rumored to be withdrawing from the price war. And the result may be more unexpected.
The first brand visited by Brother Cylinder was BMW, which was the first to be exposed to withdraw from the price war, and the dealer was located in Panyu District, Guangzhou.
It was a weekday visit, and the huge exhibition hall was filled with only one or two idle "tourists" hanging out, and there was no sales escort, so the store was deserted. But I have to mention that as a luxury brand, BMW's rich product system does fill the showroom, so even if it is deserted, the aura of the luxury brand is still there.
After entering the door, the reception at the front desk was also warm and professional, and the sales reception was arranged after learning that Brother Cylinder was not familiar with sales. After the sales indicated that they mainly wanted to see the i3, the sales asked what configuration and color they wanted and began to introduce the highlights and advantages of the i3 to the cylinder brother, and gave an invitation to test drive, but due to time problems, the test drive was not completed in the end. On the whole, the sales and reception process of the 4S store is quite satisfactory.
And the point is that in the process of talking and quoting with sales, Brother Cylinder got some terminal information that was not available on the Internet.
What is certain is that the BMW i3 landing price that was previously exposed to a five-fold discount has been significantly raised, and the sales admit that the minimum BMW i3 landing price of 353,900 yuan last month can be landed within 190,000 yuan, but when it quoted to the cylinder brother, the same model landed at a price of 243596 yuan, and said that it could be decided on the same day, and it could be appropriately reduced, not too much.
Compared before and after, in less than a month, the difference in the landing price of the same model is 40,000 yuan or 50,000 yuan. It seems that the increase is exaggerated, but in fact it is "something else". The sales emphasized that the reason why more than 190,000 landed last month was because the purchase of a car must be loaned, and the focus is that 90% of the price of the naked car must be loaned, and a loan of 5 years is required. If you encounter a user who asks for the full payment, either you don't sell it, or the discount margin of the naked car price is very small.
Sales said that the loan interest rate is 5% per year, if according to the previous landing price of more than 190,000 yuan, the price of the naked car is about 180,000 yuan, ninety percent of the car price is 162,000 yuan, calculated down, the annual interest is 8,100 yuan, 5 years of interest over 40,000 yuan, plus the interest of 40,000 yuan, the final cost of car ownership last month can also go to the range of nearly 240,000 yuan, and the current preliminary quotation of 243596 yuan will not be too different.
It should be emphasized that the purchase of a car this month also requires a loan, and the proportion is also very high, 8% of the price of the naked car, and the loan term is 3 years, which is just interest-free, so the interest cost is saved, and the sales have been emphasizing this.
At the same time, Brother Cylinder asked for the quotation of the 3 series 325Li M sports suit, the current preliminary discount is 84,900 yuan, the preliminary landing price is 303951 yuan, and the sales also admit that the landing price last month can also go to 270,000 yuan, but the routine is the same as i3, and the current is also an interest-free policy.
To sum up, the reason why BMW announced its withdrawal from the price war is essentially to maintain the brand tonality, but it is worried that users will be difficult to accept for a while, and the loss of customers is too serious, so it replaces the original cash discount with interest-free, and whether interest-free is a delaying measure remains to be seen.
In addition, regarding BMW's refusal to deliver to existing orders after announcing its withdrawal from the price war, Brother Cylinder did not ask directly to sales, but learned from the side that BMW's orders need to be entered into the system in a timely manner.
BMW has made it clear that it will not press a large amount of goods to dealers, so it is possible that the purchase price of dealers will increase, in this case, the cost of getting goods for dealers who do not have inventory will rise, and it is not ruled out that they would rather default on the contract than deliver the car.
Finally, the sales also revealed that the price increase of the 5 series and X5 is the largest among many models, and on the whole, the cost performance of the tram is still very high, such as the i4, as a pure imported product, which is currently in the range of 3560000 yuan.
After BMW, the dealer visited by Brother Cylinder is Audi, the reason is very simple, Audi has always been a brand with a large price concession in BBA, although it is also rumored to withdraw from the price war, so whether it has risen or not? Give the results first, it hasn't risen yet, and it's in a meeting to say that it will rise.
Judging from the layout of the exhibition hall, Audi does not look as atmospheric and clean as BMW, and the display cars are a little disorganized, which may be due to the fact that the exhibition hall area is somewhat cramped compared with BMW. In terms of reception, the sales staff was also not bad, but they did not ask if they wanted a glass of water during the whole process, and they answered Brother Tank's questions meticulously and enthusiastically.
During the conversation, the sales said that it has been made clear above that there will be a pullback in terms of prices, which was originally scheduled to start next week, but it was changed to next month, and like BMW, Audi will also reduce production, and at the same time reduce the burden on dealers, and will not press too much inventory, which is clearly pointed out by sales.
Audi is very direct to the "package landing price" into a KV board in the car, the "price transparency" expounded vividly, to the sales of the sedan A4L as an example, the guide price of 321,800 yuan of 40TFSI fashion dynamic mortgage landing package price 22. XX million yuan, sales said, "XX" represents most of the "98".
Although it is the lowest configuration model, as a competitor of the BMW 3 Series, the minimum landing of 229,800 yuan means that the price of its naked car has exceeded 200,000 yuan. At the same time, the sales also said that if there is a replacement, it can be reduced by 2,000 yuan, and it is really necessary to decide, and it can also be discussed, but the space will not be too large.
It's just that the premise is that you need a loan, which is also eighty or ninety percent of the price of the naked car, the same 5 years, and the same 5% annual interest rate. In terms of the lowest A4L in the exhibition hall, the landing price of the package is 229,800 yuan, but it needs a loan of more than 180,000 yuan, counting the interest, the final car ownership price needs to be increased by at least 45,000 yuan, and even if the early repayment is made after 2 years, it needs to be increased by nearly 20,000 yuan.
In addition to the A4L, the sales said that the lowest configuration of the Audi A6L is about 330,000 yuan, and the second lowest configuration of the 45TFSI reserve dynamic type is within 350,000 yuan. In addition, there is a ten-month Q3 in the store, as a stock car, its landing price is 199,800 yuan, and it must be known that its manufacturer's guide price has gone to 295,800 yuan.
According to the sales statement, the current quotation routine of Audi models is basically the same as that of A4L, which requires a large amount of long-term loans, and can have a small discount of a few thousand, and can be subsidized if there is a replacement. After entering the store, the sales no longer ask whether it is full payment or loan, directly according to the loan quotation, whether Audi or BMW, surprisingly consistent, only tell you that the discount for buying in full is very limited, which is equivalent to secretly saying "full payment is not sold".
As a representative of second-tier luxury, Cadillac's sales in China have been unsatisfactory in recent years, but its sales in 2022 and 2023 will still exceed 180,000 units, and its sales in 2023 will even exceed that of Lexus.
According to Brother Tank's on-the-spot visit, it is unlikely that Cadillac will increase its price, at least in the near future.
After entering the store, the models are much less than those of Audi and BMW, but they are also simple and clean, orderly and concise. The reception and sales at the front desk are also professional, especially the sales, which is sincere enough, which makes Brother Cylinder's favorability towards Cadillac greatly improved.
Regarding the topic of "price increase", sales said that it will definitely rise, but there is no news from the above at present. Brother Cylinder judged that the reason why he said "yes" was firstly based on his self-judgment based on market rumors, and secondly, his skills to stimulate users to place orders.
The same is still from the model to start the set of news, with Cadillac model CT5 to start, the premium version of the sub-top configuration, the sales said that the manufacturer gave a discount of 64,000 yuan, but there are more than 20,000 yuan in the store, a total of 91,300 yuan, of course, this discount needs to be the same as BMW, Audi, need to borrow 21-220,000 yuan, the final landing price is 262,200 yuan.
The same is an annual loan interest rate of 5%, a loan of 220,000 yuan requires 55,000 yuan of interest for 5 years, and an interest of 22,000 yuan is also required for early repayment after 2 years, so even if there is a discount of 91,300 yuan, the final cost of owning a car in the case of a loan to buy a car also needs to be about 28-310,000 yuan.
Sales said that half a month ago, the same model of the same car purchase method without interest landing price can be 250,000 large thousands, but now the activity of sending 7000 insurance has ended, so it may be higher, but look at the cylinder brother hesitated, sales said that you can apply again, and after coming back, it said that you can reduce 7000 yuan on the basis of 262,200 yuan, which is basically the same as the price of 250,000 thousands. Therefore, the pullback mentioned by sales is actually just a change in the store-side activity policy, and the manufacturer has not taken action.
Unlike BMW and Audi, Cadillac still sells without taking out a loan, and can give 64,000 yuan for the CT5 model, which does not force consumers to take out a loan.
Brother Cylinder judged that the reason why the price increase of Cadillac card is unlikely is also the terminal market of XT5, and the hummingbird version of the loan with a guide price of 382,700 yuan can be landed in the case of 250,000 thousands, and the sales said that the model is still in the state of clearance, making way for the new model that is about to be launched.
Similarly, the news that other models of cylinder brother got was that the price did not change significantly. It can be seen that as far as Cadillac officials are concerned, at least there is no plan to increase prices at present.
Judging from the terminal field visit, BMW's price recovery seems to be a fact on the surface, but when it comes to delving, it is just a different routine, replacing the cash discount with an interest-free policy. Of course, on the whole, there is an increase, but the magnitude is not as reported on the Internet; Audi is discussing how to make the rise and fall more artistic, in order to save face for some luxury brands like BMW, but the results may not be discussed yet; Cadillac, a second-tier luxury brand, is basically certain that there is no official clear information.
The on-site visit also found a routine, that is, the preferential range of major brands is not as reported on the Internet, the naked car price of 1780,000 BMW i3 on the surface more than 190,000 landing, but in fact, it is forced to high long-term loans, dealers through interest rebates to earn back the money from the discount.
The reason why there are so many tricks is that it is all because life is difficult. As BMW sales said, the manufacturer presses inventory, does not reduce the price and sells back some funds, this huge store, the upper and lower six floors are a boss, and the rent is added to dozens of hundreds of employees, how can the boss insist?
So, it's better to lose money than to have no money?