We always say that survival of the fittest is the law of nature, and no one can escape.
However, once the news of Santana's suspension of production came out, it was still a disappointment. After all, this car meets the National VI emissions, with a cumulative sales of 100,336 units in the first nine months of this year, which is even better than some joint venture models. According to such a situation, it is not too much to fight for another three years.
Of course, the news of the suspension of production is not empty.
Not long ago, a copy of SAIC Volkswagen's 2022-2023 technical transformation project information was exposed on the Internet. According to the data, when the technical transformation of the factory is completed, the expected production capacity of four models such as Volkswagen Santana, Haona, Skoda Xinrui and Xindong will be zero. The original production capacity occupied by it will be transferred to Tujiao, Tuyue, Polo and the new Lingdu.
At present, this information can only be used as a reference for Santana's suspension of production. In fact, santana really stopped production for a few reasons.
First, the profit is too low.
For merchants, their ultimate appeal is to maximize profits. Apparently, Santana didn't fit in.
From the price point of view, the guiding price of Santana for sale in the market is 86,900-115,900 yuan, but the preferential range of the terminal is quite large, and the whole system of discounts in the market such as Beijing, Shanghai and Guangzhou can reach 30,000 yuan. An entry-level manual transmission naked car costs less than 60,000 yuan, which is quite tempting.
It can be seen that Santana's monthly sales of tens of thousands of achievements are all spelled out by low-priced "dumping".
According to public information, in the first half of this year, SAIC Volkswagen's wholesale sales were 532,400 units, and the net profit was 2.885 billion yuan. It can be calculated that its average bicycle profit is about 5400 yuan. The main models of its profit composition should be Tiguan L, Tuyue, Passat and other models.
In addition, with the continuous decline in the price of Langyi models, Santana's living space is also being further squeezed, and the cost of bicycles that can have 2000-3000 yuan has reached the sky.
If that's all there is to it, then SAIC Volkswagen won't let it stop production, which also involves what we're going to talk about next.
Second, the impact of double integrals.
Double integral is actually very well understood, the production of new energy vehicles to obtain positive points, the production of high fuel consumption fuel vehicles to obtain negative points, a certain production cycle, if the car company points are negative, you need to spend money to buy points, otherwise it will be punished, or even stop production.
It can be seen from the list of discontinued products that the models discontinued are all economic cars with a low profit price of less than 120,000 yuan. Volkswagen has said that when the points situation is not optimistic, it will gradually eliminate cheap models, and The Santa is likely to be one of them.
In addition, according to public data, the production of one Santana will generate 0.42 negative points, while SAIC Volkswagen's new energy vehicle production cannot provide enough positive points to offset it. What is more difficult is that with the more stringent double point policy, the purchase and sale price of points has risen to 6,000 yuan / point.
This means that for every Santana produced, the negative point cost is about 2500 yuan. Comparing the existing profits of each Santana, SAIC Volkswagen is thankful that it does not lose money.
The businessman is not a philanthropist, and he does not make a loss-making business. Since it does not make money, it is necessary to make money by production, and Santana's suspension of production is also put on the agenda.
In fact, not only Santana, such as Nissan's Sunshine, Honda's Fengfan have been discontinued, and Toyota's Zhixuan family has also fallen into silence. After all, limited resources are on the cutting edge.
Consumers don't have to worry too much, even if Santana is discontinued, we can still find a model that can be replaced. For example, Geely's Emgrand family, Changan's Yidong series, Chery Arrizo series, etc., the product strength of independent brands is not bad.
Although the reputation of the joint venture brand's products is still there, the independent brands that adopt newer designs, higher configurations, and more generous workmanship materials are obviously more in line with the needs of current consumers, not to mention the intelligent interconnection configuration of the joint venture brand a few streets away.
The wheel of history is still moving forward, Santana's exit, can be remembered, but not without giving up.