Auto market price war officially started

In the first half of the year, the slow growth of the auto market and the gradual increase in dealer inventory pressures, the price war triggered by the mid-to-high-end auto market began to spread throughout the auto market.

Recently, the reporter learned from the Beijing market that, under the condition that the “Chinese test scores” are not ideal, all manufacturers have increased their promotional efforts. Among them, the Japanese car is the most important diving player, including the Camry, Tianhe and Accord, including the highest drop of all vehicles up to 40,000 yuan, just listed the eighth-generation Sonata, Dongfeng Yueda Kia K2 also joined In the war, the highest drop was over 15,000 yuan. The maximum discount rate for Mazda6, which has already been sold at a very low price, has also been raised to 34,000 yuan. The vice general manager of FAW Mazda Yu Hongjiang declared war on the microblogging to its competitors: “The shot was taken when you took it, and you’re welcome. Now you can buy a GPS and an integrated audio and video entertainment system. Let the price war come even harder!! Welcome other Brand fight!"

The industry believes that the Japanese car prices are sharply reduced in order to quickly recover the loss caused by the earthquake. Statistics show that due to the impact of the earthquake in Japan, the sales volume of Japanese automakers in the first half of the year all experienced declines in varying degrees. Among them, FAW Toyota sold 210,000 units, down 12.1% year-on-year; GAC Toyota sold 108,000 units, down 18.4% year-over-year; Guangzhou Automobile Honda sold 146,000 units, down 19.6% year-on-year; Dongfeng Honda sold 117,000 vehicles, down 8.6% year-on-year. .

With the increase in production capacity, the inventory of Japanese cars has been replenished. In this case, Japanese car makers and dealers must inevitably take action on prices in order to recover sales losses caused by the earthquake. It is reported that FAW Toyota's annual target for this year is 550,000, after deducting 210,000 units sold in the first half of the year, 340,000 units will be completed in the second half of the year. In this situation, catching up is the only way. Under the pressure of Japanese cars, Korean cars that have always been known for their performance-price ratio have had to hold high-grade butcher knives to “kill their lives” for new cars that have just been launched.

In addition to the leading Japanese and Korean systems, the Ashkenazi and U.S. Departments, which have always maintained strong prices, have begun to loosen. In recent years, the German car has won a big victory in the Chinese market. Not only has its sales volume increased linearly, but its price has also been firm. Even a number of models have been in a state of increasing sales and in short supply. However, after the listing of the new Passat, the franchise's preferential margin was expanded to 22,000 yuan. With the approach of the new magotan B7L, the old magotan also began to cut prices, and the 1.4T model could enjoy a price reduction of 12,000 yuan and 3,000 yuan. Yuan Huimin subsidies. Under this pressure, the entire new Regal system can also enjoy the "10,000 yuan cash 10,000 yuan package" discount.

The mid-to-high-end car line pushed into the price range of 150,000 yuan, which also forced the price of mid-size cars to continue to recede. The reporter learned from the survey that the current mid-level cars, including LaVille, Bora, Excelle, Peugeot 307, etc., all have a discount of around 10,000 yuan. Among them, Langyi offers a maximum of 10,000 yuan, Octavia offers a total of 10,000 yuan, Corolla offers 18,000 yuan, Peugeot 307 offers 20,000 yuan, and Elantra offers 18,000 yuan. Even Sagitar and Golf 6, which have been increasing their sales, also have a maximum of 11,000 yuan. Yuan's discount rate.

The price war also affected the hot SUV market. At present, the Dongfeng Honda CR-V, which has been increasing sales, has reached a maximum price reduction of RMB 25,000. Dongfeng Nissan Qijun 2.5L has a total discount of RMB 25,000. The FAW Toyota RAV 4 also has a maximum discount of RMB 25,000. It also sends oil cards and strong insurance. For urban SUVs, the benchmarks also include mid-to-high-class cars. Many consumers tend to hesitate in urban SUVs and mid- to high-class sedans when they buy or change cars. Therefore, the lower prices of mid-to-high-class cars have a greater impact on SUVs.

In addition, the self-owned brand with its market share falling steadily this year has become the “hardest hit area” for price cuts. Compared with joint ventures, their own brand's premium ability is relatively poor, and the price is already relatively low. However, under such circumstances, the self-owned brand still has a large drop, the Pentium B70 has a straight drop of 24,000 yuan, and the Roewe 350 also has a favorable rate of discount. 23,000 yuan, the Chery A3 has a total discount of 10,000 yuan, even the original price of only more than 30,000 yuan BYD F0 is also the highest discount of 5,000 yuan.

According to statistics, in the first half of the year, the overall speed increase was 3%, with a total of 3,156,100 self-branded passenger vehicles sold, a year-on-year decrease of 0.82%, accounting for 44.39% of the total passenger car sales, and the market share decreased from the same period of last year. Nearly 3 percentage points. Industry insiders believe that under the circumstances that the prices of joint ventures continue to fall, independent brands are facing unprecedented difficulties and crises. The upward path has not yet been broken, and the downward road has no more space. Independent brands not only have to race against the enemy, but also have to race against themselves and race against time.

“In general, the auto market in the second half of the year will be better than the first half, but it will not be possible to see rapid growth last year.” The relevant person in charge of the China Association of Automobile Manufacturers told reporters that the rapid growth of the auto market in the first half of the year was mainly due to the adjustment of the country’s macroeconomic policies. , purchase tax incentives and other related to the withdrawal of the promotion policy and the auto industry itself needed adjustments. Under the influence of the price war, the situation in the auto market in the second half of the year will be more severe. The annual domestic automobile production and sales may even show negative growth.