In the past two years, the auto industry has experienced an unprecedented price war.
Various brands and models of cars have launched fierce competition in the market, trying to seize more market share through price advantage.
For a time, price reductions, concessions, promotions and other means emerge one after another, dazzling consumers.
However, surprisingly, although the price war lasted for two whole years, the average price of cars did not fall as sharply as expected.
On the contrary, with the passage of time, the average price of cars has become more and more expensive.
This phenomenon puzzled many consumers who thought the price war would bring more benefits, but the result was just the opposite.
A few days ago, the passenger association Cui Dongshu released the market structure analysis of the passenger car price segment in September.
The data show that the average car price is 151000 yuan in 2019, 162000 yuan in 2020, 165000 yuan in 2021, 173000 yuan in 2022 and 183000 yuan in 2023, which has dropped slightly to 182000 yuan this year.
Some netizens analyzed it like this: the landing price of Toyota Corolla in 2019 is about 140000 yuan, and that of Toyota Camry in 2024 is about 160000 yuan.
With such a comparison, it is clear at a glance how people will choose, so it is not surprising that the average price of bicycles has risen.
Of course, there may not be much problem with the data, and there is some truth in netizens’ analysis, but there must be more complicated reasons.
How does Cui Dongshu explain the great change in both sides: the main reason for the price change is the change in the structure of passenger cars.
In recent years, the proportion of domestic sales of high-end models has increased significantly, and the downward trend of traditional luxury cars is more serious.
the proportion of sales of medium-and low-cost models has decreased, which is not only driven by the upgrading of consumption, but also because of the upgrading of consumption among the purchase groups.
In fact, the trend of the average price data for bicycles this year is also quite characteristic.
Among them, the average car price in the first-second quarter exceeded the average of last year, and then declined in the third quarter.
In other words, more high-priced car products were sold in the first half of this year, and half a year later, the number of low-priced models began to rise, driving down the average car price.
First of all, let’s analyze why high-priced models are so big.
first of all, the proportion of sales of high-end models has increased significantly.
The most obvious phenomenon is the increase in sales of high-end new energy brands in China, including the promotion of Jijie, ideal, Polar Krypton, Xiaomi and other brands.
For example, more than nine months after the launch of the M9, the cumulative total of M9 has exceeded 150000.
Ideal Motor has delivered 340000 new cars this year, and the Xiaomi SU7 released in March this year has delivered more than 55000.
The second is that sales of traditional mainstream luxury brands have declined slightly, but still maintain strong sales figures.
In the first half of this year, Mercedes-Benz sold 352600 vehicles in China, down 6.
5 per cent from a year earlier.
Audi sold 320400 vehicles, down 1.
9 per cent from a year earlier.
and BMW sold 375900 vehicles, down 4.
2 per cent from a year earlier.
At the same time, with the sustained development of the domestic economy and the improvement of consumers’ income level, more and more consumers begin to pursue a higher quality of life.
In terms of car consumption, they are no longer just satisfied with the basic travel needs, but begin to pursue a more comfortable, luxurious and personalized driving experience.
This trend of consumption upgrading provides a broad space for the development of the high-priced model market.
Another reason is that the price of high-end models is lower during the price war, driving up the average price of bicycles.
The price reduction scale of 195 models from January to September in 2024 has exceeded the scale of 150 models in 2023, and also greatly exceeded the total price reduction scale of 95 models in 2022.
Among them, 29 plug-in hybrid models were reduced in 2024, with an average price reduction of 24000 yuan.
In 2024, the price of 69 pure electric models will be reduced, with an average price reduction of 23000 yuan.
So why did sales of low-and medium-priced models suddenly rise in the second half of the year? The key driving force behind this is the strong implementation of the “trade-in” policy.
This policy not only encourages consumers to scrap old cars and buy new ones, but more importantly, it greatly increases the corresponding subsidy standards, making it more cost-effective to buy new cars.
Specifically, for individual consumers who scrap old cars and buy new energy passenger cars, the subsidy standard will be raised from 10, 000 yuan to 20, 000 yuan, while for consumers who choose to buy fuel passenger cars, the subsidy standard will also be increased from 7000 yuan to 15000 yuan There is no doubt that such subsidies have greatly stimulated the enthusiasm of consumers to buy cars, but also contributed to a significant increase in the sales of low-and medium-priced models.
In the context of this favorable policy, many low-cost models have shown great market advantages.
Take Wuling as an example, Wuling new energy series enjoy 20, 000 yuan subsidy, Hongguang MINIEV youth edition subsidy price 19800 yuan, Wuling colorful fruit subsidy price from 31800 yuan, Xingguang mixed version subsidy price from 51800 yuan.
Prompting many eligible consumers to change purchases one after another.
This is what Cui Dongshu said, with the implementation of the national scrapping and renewal subsidy policy, the new energy market of less than 100000 yuan strengthened in the third quarter of 2024, the trend of 50, 000-yuan pure electric vehicles improved, and the 100000-yuan plug-in grew rapidly, further diverting the market share of fuel vehicles.
There is a mystery in the middle price.
In today’s auto market, we can observe an obvious trend, that is, the price trend of A0 and A00 small cars.
With the passage of time and the intensification of market competition, the prices of these two types of models have undergone significant adjustments.
Specifically, the prices of A0 and A00 cars have generally been reduced to 50,000 yuan or less.
At this price, that is, the penetration of cars in new energy vehicles has reached an unprecedented high.
Specifically, the new energy penetration rate of subcompact cars reached an astonishing 100% in September.
At the same time, the new energy penetration rate of A0 small cars has also exceeded 75%.
In addition, the improvement of A-class models in new energy should not be underestimated, and its growth rate is also considerable.
However, it is worth noting that although the performance of new energy cars in the market is so eye-catching, the models in the price range of 5-150000 yuan still occupy the dominant position among the core main models in the national passenger car market.
Surprisingly, in this price range, the proportion of traditional fuel cars is still high.
Behind this phenomenon is the result of the joint action of multiple factors.
From the perspective of consumers’ purchasing power and demand, the price range of 5-150000 yuan is just right to meet the budget range of most consumers.
The model at this price not only performs well in daily travel, but also has high performance and price, so it is wide.
Popular with consumers.
, Secondly, traditional fuel vehicles have significant advantages in terms of technological maturity and reliability.
After years of development and improvement, these models have reached a high level in terms of performance, safety and fuel economy.
At the same time, relatively low maintenance costs further enhance their market competitiveness, making consumers more inclined to choose traditional fuel vehicles when buying cars.
Moreover, market distribution and consumer preferences are also important factors affecting this characteristic.
In second-tier and third-tier cities and rural areas, consumer acceptance of new energy vehicles is limited due to relative deficiencies in infrastructure and charging facilities.
Therefore, in these areas, traditional fuel vehicles with moderate prices and high practicality still dominate.
This phenomenon has also given many automobile manufacturers some guidance.
Although the new energy vehicle market is developing rapidly, many challenges still need to be overcome to achieve a comprehensive replacement of traditional fuel vehicles.
For example, continued efforts are still needed in improving the technical performance of new energy vehicles, reducing costs, and improving charging facilities.
5-15 The price range of 10,000 yuan is actually a representative of the compact car market and the largest and most competitive market segment in the entire automobile industry.
In this price range, many models compete for beauty, but the most eye-catching ones are still those traditional fuel models, such as LaVida, Sylphy, Corolla, etc.
However, at the same time, we also noticed that there are relatively few new competitors in this market segment.
At present, only BYD’s Qin L, Haibao 06 and other models can be compared with traditional fuel models, forming a certain competitive trend.
This undoubtedly raises a question worth pondering: Why is it difficult for new dark horse brands or models to emerge in this seemingly full of opportunities? Return to First Electric Network Home>.
