Yes, this round of price reduction in the automobile market has been involved in the field of fuel vehicles from the field of new energy vehicles, and the upsurge of consumption promotion has also spread to all parts of the country, including dozens of provinces and cities such as Shanghai, Zhejiang, Henan, Sichuan, Heilongjiang, Shanxi, Yunnan, Hainan and Guizhou, and relevant policies have been followed up and introduced to boost automobile consumption.
The question is, does the current wave of price reduction mean that new energy vehicles have brought great pressure to traditional fuel vehicles, so that they have to cut prices to grab the market?
In fact, judging from the current market environment, the tide of price reduction may be inevitable. On the one hand, the epidemic is over, the economy is recovering, and the promotion fee is imperative. In the face of large inventory, price reduction promotion is the most direct and effective. On the other hand, with the increasing popularity of new energy vehicles and the change of automobile consumption concept, electric vehicles and fuel vehicles have formed direct competition. This is also well reflected in the sales data of the automobile market.
At the beginning of this year, the passenger car market declined year on year. On the contrary, the new energy market is still growing. For anyone, the impact of new energy vehicles on traditional fuel vehicles seems obvious. At this moment, price reduction has become a good medicine for fuel vehicles to save themselves.
However, this wave of price cuts came fiercely and retreated quickly. Although the price reduction may be a "catalyst" for the overall development of China's new energy automobile industry, it will promote the oil-electricity conversion. However, it is bound to drive a greater upsurge in price reduction.
So, will there be an overall price reduction in the automobile industry? From the current point of view, it is not entirely true. After all, car companies all know the advantages and disadvantages of price reduction!
On the one hand, Dongfeng Motor and Changan Automobile have made great efforts in price reduction promotion, but on the other hand, some car companies have begun to introduce insurance policies. After Weilai, Ideality, Audi, Porsche and other car companies announced that they would not participate in the "price war", Nezha Auto also announced the introduction of the insured price policy.
The "Protection of Automobile Users' Rights and Interests" issued by Nezha Automobile shows that from now on, users will order Nezha S, Nezha U and Nezha V series models through the official channels of Nezha Automobile. Within 90 days (inclusive) from the date of ordering, if the specific version is officially reduced in price, they promise to take the initiative to make up the difference.
Looking ahead, Li also announced that he would order the ideal L series models (ideal L7, ideal L8 and ideal L9) through official channels from March 1 1, and promised to voluntarily return the price difference within 90 days (inclusive) from the date of ordering. In this regard, Li Xiang, CEO of Li, said: "We don't fight price wars, we want to fight value wars."
Weilai Automobile, which has always emphasized the high-end route, has repeatedly said: "Resolutely do not fight price wars." At the same time, as representatives of luxury cars, foreign brands such as Audi and Porsche will not easily join the "price war".
To tell the truth, apart from Nezha Automobile, Weilai and Ideality, like Audi and Porsche, are all high-end positioning, and naturally know that price reduction at every turn is just "killing the goose to get the egg". Although sales can be harvested in a short time, it will definitely do great harm to the brand in the long run. Of course, it is also very important. Even though Weilai and Ideality have become the head enterprises in the new forces of car making, they continue to lose money. Therefore, if we blindly follow up the price reduction, it will inevitably affect its profits. Similarly, foreign brands such as Audi and Porsche are also pursuing high profits, and naturally they will not easily cut prices.
In all fairness, sales volume is very important to many new car-making forces, but cost control is as important as bicycle profit improvement.
Just as the tide of price reduction swept across the land of China, in response to the call of the country to "expand the domestic demand strategy and promote the recovery of consumption", Zero Run Automobile also issued an announcement, saying that it will act as the user's foundry, adhere to self-research in the whole region, get rid of the inflated premium, truly benefit consumers in one step, and make a 90-day guaranteed price commitment.
At the same time, polar fox automobile also officially announced the 120-day long insurance commitment. The specific content is that, from now on, within 120 days (inclusive) from the date of ordering, users who purchase all current Focus Alpha S and Alpha T models promise to voluntarily refund the difference.
There is a saying that price reduction is a double-edged sword. Just like buying a house, you tend to buy up and not buy down. Blind price reduction will inevitably bring greater psychological expectations to users, which will lead to the situation of holding money for purchase. Of course, in the recent wave of price cuts, many car companies that have not followed up the price reduction plan are also a little sad, because users are worried that they will encounter price cuts after they just bought their cars, so they temporarily choose to wait and see. At present, in the face of the price reduction frenzy, major new energy car companies have launched time-limited insurance policies, which is undoubtedly a good move. After all, if the official price of a specific version is reduced, the car companies will take the initiative to make up the difference, which will make consumers feel at ease and buy boldly.
It is worth mentioning that in this wave of price reduction, there is a voice that is not harmonious, that is, Toyota Seine, 2023 Seine, not only did not reduce the price, but also rose.
Recently, the 2023 Toyota Seine went on the market, and the new model * * * launched six configurations, with the price range of 30.98-4 1. 1.8 million yuan. Some of these models have increased in price, with a maximum price increase of 8,000 yuan. Although the corresponding configuration has been improved, in the tide of price reduction, the price increase of Seine still seems out of place.
Why does Toyota dare to raise prices? In my opinion, the high probability is that this car has a good reputation in the market and is not worried about selling.
So is this really the case? In the face of the price reduction tide of various car companies, GAC Toyota will raise the price of models at this time. Will consumers still pay the bill? Seine's products are strong, which does not mean that the price increase of this car is taken for granted. In the overall downturn of the auto market, consumers wait and see, and the price increase of Seine will inevitably lead consumers to wait and see. Of course, Saina can't be careless. After all, Chuanqi M8 and Tengshi D9 are also very popular recently, and they are likely to steal some market share from Seine.
EV theory
Price reduction, price protection, price increase. I have to say that there are so many routines for car companies. However, no matter what the routine is, you must understand that you must not hurt the users who support you.
Judging from the current situation, March this year is destined to be a busy month for the auto market, so how to play the Shanghai Auto Show in May and June next month ... As The Knockout famously said, the bigger the storm, the more expensive the fish. But who can catch fish in the end? We'll wait and see!
This article comes from EV, the author of Easy Car Number, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.