Car companies rush to end the year end month, haver fired the first shot of official surrender

category:Finance
 Car companies rush to end the year end month, haver fired the first shot of official surrender


However, unlike the above-mentioned dealers who have stepped up the price reduction, many passenger car brand dealers have tightened their preferential policies at the end of the year. In September this year, the cash discount rate for all series of yinglang models can reach 50000 yuan, and now it is only more than 30000 yuan. According to the sales staff of a Buick 4S shop in Beijing, due to the epidemic situation, the price of its store in the first half of this year was relatively large. At present, the sales task in the store has been completed, so there is no need to reduce the price momentum at the end of the year.

However, according to the survey results of automobile dealer inventory released by China Automobile Circulation Association, in October, the comprehensive inventory coefficient of domestic automobile dealers was 1.57, with a year-on-year increase of 12.9% and a month on month increase of 0.6%. The inventory level is still above the warning line.

In October, the comprehensive inventory coefficient of domestic automobile dealers was 1.57. Data source: Yang Jing, China Automobile Circulation Association

Independent brands actively official demotion

In the year-end sales sprint war, haver became the first car brand to launch the official demotion.

On November 25, the Harvard brand announced the highest comprehensive discount of 33000 yuan for the third generation, the second generation, the sports version, the big dog, the F7 / f7x, the M6 and the H9, and the price of the M6 was even as low as 66000 yuan.

The so-called comprehensive discount refers to the amount of cash discount for car purchase and multiple consumption discount gift packages including interior decoration. The cash discount only refers to the direct price discount of bare car. Reporter investigation found that the price reduction of haver brand in the terminal market is greater. The highest cash discount of 40 thousand yuan can be obtained for the whole series of Haval H6 Coupe models. Recently, there is a group purchase promotion in our store, and there may be more cash discounts. Sales staff of a hafe brand in Beijing said.

In fact, the major brands have already quietly started the promotion plan in the terminal market. According to the sales staff of a 4S shop of Changan Automobile in Beijing, in order to complete the sales task of the manufacturer, his store has lowered the price of most models since the beginning of November, with a cash discount of 20000 yuan for the 2020 Changan cs75pius.

The best-selling 2020 Geely star Yue series of the highest comprehensive discount of 30000 yuan, the current car is sufficient. Sales staff at a Geely 4S store in Beijing said that the price reduction was to complete the manufacturers sales task on time and obtain rebate.

Daily economic news reporter learned that although many of the discounts given by independent brands seem to be very big, most of them are comprehensive, including the value of cash discount and gift bag. For example, the maximum comprehensive discount of the above 2020 Geely star Yue series is 30000 yuan, of which 15800 yuan is the value of the consumption package.

According to the passenger Federation, in November, China entered the peak winter sales period of passenger car market, and its core driving force is the continuous year-end increment of low-cost independent brands.

Fierce competition between Japanese and German car terminals

In the automobile city located in the South Fifth Ring Road of Beijing, the hot sales scenes of Japanese brands such as FAW Toyota, Dongfeng Nissan and GAC Honda are in sharp contrast to the cold winter.

In the last two weeks, even on weekdays, there are a lot of people watching cars. Sometimes the eight sales people in the store are too busy. A person in charge of a Toyota 4S store in Beijing told the daily economic news that near the end of the year, there was no obvious change in the sales type discount strength in the store. For example, the new RAV4 Rongfang has been giving a cash discount of 20000 yuan since this year.

At present, in the domestic automobile market, the competition between Japanese cars and German cars is quite interesting. The sales volume of Japanese cars in October was about 478500, with a year-on-year increase of 18.1% and a market share of 24%. In contrast, German series cars sold about 474500 vehicles in October, a year-on-year increase of 1% and a market share of 23.8%.

The small gap of 0.2% also ignited the war between Japanese and German cars in the terminal market. Daily economic news reporter survey found that compared with Japanese brands, German brands give higher discounts. Now the best selling models in the store are Bora and Suteng. They can give a cash discount of 36000 yuan and 50000 yuan respectively. Sales staff of a FAW Volkswagen 4S shop in Beijing said.

Volvo people

In the terminal sales market, some people do everything they can, while others are quiet and calm.

The reporter saw in a Volvo 4S store in Beijing that there were six cars in the huge exhibition hall, one of which was hung with the banner of weekend special car. According to a sales person in the store, this special car is an exhibition car, so now it is on sale. It has been sold out within days after it is put on display. This year, the sales task of our store has been completed, and there is no need for impulse. Therefore, there is not much discount for each model. We still continue the previous discount. Said the salesman.

In the Buick 4S store next to Volvo, a salesman said the same thing. Our store has completed the sales task. For example, the Regal now has a price reduction of 42000 yuan, which is almost the same from the beginning of the year. The salesman said.

In addition to Volvo and Buick brands, FAW Toyota, FAW Volkswagen and other brand dealers all said that their sales tasks this year have been completed or will be completed. Since this year, in store sales have been relatively stable, with a year-on-year growth of about 40%. According to the current progress, we dont need too much price reduction and promotion efforts to complete the annual sales task. The relevant person in charge of a Toyota 4S shop in Beijing said that at present, there is not much stock in the store, and the pressure at the end of the year is not great.

According to the monitoring results of the passenger Union, in early November, the overall domestic car market discount rate was about 16%, slightly narrowed compared with the previous month. On the one hand, luxury brands will receive price and profit at the end of the year; on the other hand, medium and low-end products will continue to increase sales promotion to ensure the annual sales target.

Meanwhile, novel coronavirus pneumonia affects the new car market this year, and the pace of the new product is extended to the three quarter, and it really has to be in the four quarter. In addition, the policy of promoting consumption in many places will basically expire in December. With the time approaching, the effect of consumers buying cars to grab the last bus of the policy will be more obvious.

Heavy trucks speed up clearance of national five year plan vehicles

The implementation time of national six emission standards is coming, and commercial vehicle dealers are also taking advantage of the end of the year to digest national five vehicles.

A cash discount of 10000 yuan for HOWO 6x4 tractor. The above-mentioned sinotruk dealers told the daily economic news that the models being promoted in the stores are basically national five models. Although the national six models have not been widely sold in the country, some users have begun to order cars, and they need to queue up to buy them.

The heavy duty vehicle emission standard and all emission limits for heavy duty vehicles will be implemented from January 202018.

After the full implementation of the national six emission standards, the national five vehicles will face the embarrassing situation of not being licensed. Therefore, in the remaining half a year, dealers are also facing the pressure to digest the national five inventory. By the beginning of next year, we will be able to absorb the rest of Chinas heavy truck sales in the second half of next year. The above-mentioned Chinese heavy truck dealers are also worried that the price of the national six model is at least 30000 yuan higher than that of the national five model, and there are not many consumers who can accept it.

In fact, after the implementation of the national six emission standard, the engine enterprises in the upstream of the industrial chain are also facing the test of technology switching. According to Li Pengcheng, general manager of Weichai heavy duty vehicle power sales company, Weichai has entered the national six market in batches. Next year, it will be more comprehensive in terms of the layout platform and product line of national six, especially for the 6-liter displacement and supporting power of trucks and special vehicles The heavy truck market, which is at the key time point of national standard upgrading, has a year-on-year growth rate of more than 40% in the first 10 months of this year, becoming the fastest growing segment among the four categories of freight cars. Some research institutions predict that the domestic market sales of heavy trucks will exceed 1.6 million this year. After rapid development, the heavy truck market will return to rationality next year. Although it is difficult for the heavy truck market to maintain this years sales miracle next year, there are also many market opportunities. For example, the national six switch is likely to set off a sales peak in the first half of next year. Li Pengcheng said. Source: Daily Economic News Author: Duan siyao editor in charge: Wang Xiaowu_ NF

In fact, after the implementation of the national six emission standard, the engine enterprises in the upstream of the industrial chain are also facing the test of technology switching. According to Li Pengcheng, general manager of Weichai heavy duty vehicle power sales company, Weichai has entered the national six market in batches. Next year, it will be more comprehensive in terms of the layout platform and product line of national six, especially for the 6-liter displacement and supporting power of trucks and special vehicles

After rapid development, the heavy truck market will return to rationality next year. Although it is difficult for the heavy truck market to maintain this years sales miracle next year, there are also many market opportunities. For example, the national six switch is likely to set off a sales peak in the first half of next year. Li Pengcheng said.