The self-owned brand B-class car price self-rescue response to the car market freezing point

There is no doubt that self-owned brands are facing more tests than ever before this year. According to statistics, due to the tightening of macroeconomic policies in the first half of this year and the withdrawal of related policies to stimulate automobile consumption, the market share of self-owned brand sedan has suddenly dropped from 32% last year to 24%. In the high-end image of the B-class market, the models represented by the above steam Roewe 750, FAW Pentium B70, and Guangzhou Automobile Chuanxi also hit the “freezing point” in the market this year. How to break through? Become a test of the problem of all brand manufacturers, in order to save the market, Guangzhou Automobile Passenger Vehicle took out 600 million to promote research and development and marketing marketing, and other brands have adopted the most primitive means - lower prices to "self-help" .

The self-owned brand B-Class lays down its body In fact, for many independent brands, manufacturers do not have a hard sales task for their B-Class products. SAIC Roewe Dongguan dealers have said that in the Roewe 750, the manufacturers did not distribute Businesses pour too much pressure, so the assessment of sales in the proportion is not large, for most dealers, Roewe 750 is the opposite of a "make money" car; BYD A 3 network dealers also revealed to reporters, As the L3 of BYD's high-end model, there are not many vehicles allocated to lower-level dealers. In order to ease the contradiction between manufacturers and distributors, dealers can convert L3's distribution vehicles if they do not grasp the sales volume of L3. Into other models.

However, even in this case, under the market rule that does not enter and retreat, the independent brand dealers have used the signs of price reduction for B-class products. According to a survey conducted by the reporter, currently in the Dongguan market, FAW Pentium B 70 has a discount of approximately RMB 17,000 at the sales terminal, BYD L 3 has a discount rate of RMB 10,000, and Roewe 750’s Renli has reached RMB 30,000. The last listed Guangqi Chuanqi, although the current comprehensive discount rate is only about 5,000 yuan, but according to Guangzhou Automobile dealers, according to the introduction, due to the actual sales and expected sales difference between the larger, manufacturers have recently adjusted the annual sales target, from the original The number of 30,000 vehicles dropped to 20,000. "Now, the monthly sales volume of Chuanxi can only be maintained at around 1200 units. Our Dongguan annual sales target has also been reduced by 1/3 with the adjustment of manufacturers' targets."

Chuanqi National Day holidays will release the discount pass. Although there is no price cut, but in the industry's view, its recent listing of 1.8L displacement of new cars will start the entire car price starting from 122,800 yuan down to 109,800 yuan, in fact, is also A form of price adjustment. For the growth of the new brand, Guangzhou Automobile Passenger Vehicle promises to use Rmb600 million for R&D and marketing of Chuanqi, which has also been confirmed by Dongguan dealers of Guangqi passenger car. “Although we are currently s To be relatively dead, but in the support of terminal activities, the investment that manufacturers give us is still quite large, especially during the upcoming National Day holiday, with the support of manufacturers, our price concessions will be further released.” Passenger cars in Guangzhou Automobile Co., Ltd. In the conception, relying on the overall framework of the existing 4S stores, we will build more direct-operated stores and satellite stores. By the end of this year, we will build more than 70 4S stores nationwide, and the Dongguan market will naturally be included.

In the view of many people, the development of self-owned brands in B-class vehicles is more about establishing a brand image and demonstrating the advantages of technology. It is not very much in pursuit of sales, but it is always in the process of actual market operations. In the face of such models, dealers in competitive locations still have natural demands for impulses. Some dealers told reporters, “There will be sales figures, and for dealers, only the actual number of vehicles can prove their products. The strengths and weaknesses of the company and its ability to operate."