The biggest drop in import vehicle prices in February was 3.69% lower than the same period of last year

Recently, the National Development and Reform Commission (“NDRC”) price monitoring center released a price trend report, which showed that the national auto market price fell mainly in February, and domestic cars and imported cars all went down to varying degrees. In 2012, the auto market continued to be sluggish. In the wave of “dumping prices”, the price of imported vehicles had the most significant drop, which was 3.69 percentage points lower than the same period of last year.

When Mercedes-Benz, BMW and other brands reduced the price of some models up to 80,000 yuan, the terminal transaction price has been low to the joint venture car range, attracting a lot of consumers to upgrade consumption.

In February, the largest development and reform commission of vehicle import prices declined on March 14. In February, the national auto market price fell mainly, and the prices of domestic autos and imported autos all declined at different levels.

According to Cheng Xiaodong, chief analyst of the Price Monitoring Center of the National Development and Reform Commission, this year, the auto market continued last year's downturn. In January, output fell sharply, demand weakened, and output fell by more than 20% year-on-year. Demand has rebounded in February and is expected to experience a gradual slow recovery in the later period. Affected by this, prices will continue to maintain steady or moderate declines.

According to data from the National Development and Reform Commission, the price of domestic autos has fallen by 0.28%, a decrease of 0.95% year-on-year. Compared with domestic cars, the price reductions of luxury brand imported models are very obvious. In general, the price of imported cars dropped by 3.69% year-on-year, of which cars fell by 2.98% and off-road vehicles dropped by 4.40%.

In this regard, Luo Lei, deputy secretary-general of the China Automobile Dealers Association, pointed out that luxury brand imported models belong to high-profit vehicles rather than high market share vehicles. Therefore, it has a high profit margin. In theory, the price of luxury brand imported models should be lowered as the exchange rate and tariffs are lowered. But in fact, the Chinese luxury brands are engaged in a mutual attack. Almost all the price reductions are the price reductions that dealers use for promotion.

Senior automotive industry personnel in Eastern China Zhang pointed out from the macro point of view the reasons for the decline in vehicle prices, the downturn in the auto market, and the decline in the prices of imported models of domestic cars and luxury brands is a four-year cycle of natural adjustment, and its duration is around six months.

The Mercedes-Benz, BMW, Audi three brands in China are the normal price war, because they have their own sales goals. Luxury brands have different imported models. The pressure from credit and inventory forces them to clean up these backlogs in various ways in a short period of time in order to withdraw funds.

The competition for luxury cars is heating up. At present, the exchange rate of RMB has risen. For the euro zone countries with overcapacity in the automobile industry, when the euro zone economy is in recession, luxury brands such as Mercedes-Benz, BMW, and Audi have been forced to expand outwards, such as “BRICs”. Emerging markets are particularly important.

“In China, the assertion of price identification has been fully verified.” Cui Dongshu, deputy secretary-general of the National Passenger Vehicle Market Information Association, Shanxi’s coal boss, private entrepreneurs who were rich in reforms and opening up in the southeastern coastal areas, and Fuzhuang The purchasing power of generations is extremely strong, and they all set the goal of buying cars to luxury brands.

As of February 2012, Mercedes-Benz (China) sold a total of 20,250 Mercedes Benz, Smart, Maybach and AMG in China, achieving a 61% year-on-year increase. At the beginning of this year, Mercedes-Benz took the lead in provoking a price war. The Southern Reporter learned from a number of Mercedes-Benz 4S stores that Mercedes-Benz S-Class flagship cars had marked price cuts. The S-Class entry-level sedan S300 had the largest drop of 300,000 yuan. 600,000 mark.

In the first two months of this year, BMW (China) accumulatively sold 49,521 vehicles in China, a year-on-year increase of 34.2%. In the price war, its imported flagship cars, the BMW 740Li and BMW 730Li, cut their prices by between 80,000 yuan and 150,000 yuan. .

In January and February of 2012, Audi's branded models sold 58558 vehicles in China, an increase of 43.9% over the same period of last year. In February 2012, in the new year's price battle, Audi lowered the price of the flagship A8L car by about 11 million yuan, and the Q7's comprehensive discount was up to 100,000 yuan.

Increased after-sales service dependency With the establishment of new factories for Mercedes-Benz, BMW, and Audi, the proportion of domestic luxury cars will further increase. When selling at a reduced price becomes the best choice, when sales profits become thin or even unprofitable, after-sales service will become an important source of profits for luxury car dealers.

In this regard, Mercedes-Benz (China) Automobile Sales Co., Ltd., vice president, responsible for the North District Schritt said that in 2012, Mercedes-Benz will spend 150 million yuan to achieve training investment plans for training projects and training facilities in the Chinese market, the purpose of It is to strengthen the overall service level.

On March 14, the BMW (China) Olympics program was launched in Guangzhou, marking the upgrade of the localization strategy of the BMW Group. Shi Dengke, president and chief executive officer of BMW Group Greater China, pointed out that BMW's success is particularly reflected in the enhancement of service quality and customer value, thanks to the efforts to put customer needs first in all work.