Lower profit from car sales stems from low core technology

“Golden 9 Silver 10” is approaching. Facing the sales season most expected by distributors in a year, car dealers have brightened their tricks: price reductions, group purchases, spikes, special approvals from manufacturers, etc., in order to get more points in the market. Although the auto market has created a busy scene, dealers have complained that car sales did not make money. So what are the factors that affect the profitability of car sales? Wu Yong, executive vice president of the Automobile Industry Association of Zhongshan City, said in an interview with reporters that in the circulation of automobiles, automobile sales initially accounted for 70-80% of the profits of auto dealers, and now it gradually shrinks to 10-15%. In addition to the factors of market competition, the Chinese automobile industry did not grasp the core technology of the car is an important reason for the decline in car sales profits.

The same brand car imported expensive engine Many reporters visited the market learned that the Southeast Lanzhou Mitsubishi Fumao 4S shop sales Lancer wing God, has become a very hot car sales, the owner recognized the reason, mainly the wing of God's engine is equipped with Mitsubishi Original imported aluminum engine, and CVT stepless gearbox.

Ma Yunlong, marketing manager of Southeast Mitsubishi Zhongshan Fumao 4S Store, said that if the Lancer Wing is not equipped with an original imported engine, then there will be a certain gap between the price and the current car. This gap is precisely the profit that Japan has mastered the core technology of the engine.

The reporter learned from FAW-Volkswagen Zhongshan Genesis that the situation in the auto market this year is rather special. Whether it is the impact of the earthquake or the overall development trend of the auto market, the sales of FAW-Volkswagen Zhongshan Genesis have maintained growth and there has been no sales. Falling signs. In particular, Golf 6, equipped with a 1.4T engine, has been set to last for as long as six months. In the face of rising oil prices, Golf 6 continues to benefit from the most advanced 1.4TSI engines available to the general public.

The technical content of the car's selling price determines the sales profit. In fact, the accessories used in the same model are the same, but the technology is the same, but the installation technology and cost are different. "As for the difference between the quality of imported cars and domestic cars, it is the commissioning of finished cars that is not as good as other countries." Peng Lizheng, manager of the Genesis Marketing Department of FAW Toyota Zhongshan, said, "Only from the benefit chain, the profits of dealers are already in the interest chain. At the very end of the market, dealers want to make money. They must be made on the premise that car manufacturers make money first."

The import manager of modern Zhongshan Shunhe 4S store Zhou Weihua told reporters that the price of the car consists of R&D expenditures, material prices, workers' wages, depot profit, and distributors' addition of Guangxuan's, personnel costs, transportation fees, and dealer profits. Etc. The development of a vehicle chassis (a platform) is expensive, followed by the engine and gearbox. This kind of technology-intensive accessories will account for more costs. Zhou Yuhua said that the quality of imported vehicles is better, because the materials and related standards used in automobile production abroad are better than domestic ones, and the production technology is also more advanced. In addition, in the cost of imported cars, tariffs also account for a certain percentage.

Wu Hao said that the price of the car is mainly divided into the following blocks: first is the cost of building a car, followed by various taxes and fees, and finally the profits of manufacturers and distributors. The profits of distributors are mainly determined by the supply and demand of the market. The guidance prices announced by manufacturers are mainly composed of the technology, body shape, interior and brand value of the car. The technology used in automobiles should be based on the technology of the engine, which is the most important for everyone. Because the core technology of the engine is the highest cost of technology research and development. At present, many domestic automobile manufacturers do not have the core technology, so their profits are not high. Coupled with the current fierce market competition, dealers' profits are naturally thinner.