Since the price reduction of Dongfeng Citroen C6 in early 2023, “price reduction” has become the “new normal” of the automobile industry, both high-ranking luxury brands and ordinary joint venture brands have been involved in this whirlpool.
At first, the C6, with a price reduction of 90,000, was so surprising that consumers scrambled for cars, so much so that the C6’s inventory was used up in more than a month.
There is no car that cannot be sold, only a price that cannot be sold.
” This summary of the hot-selling phenomenon of the C6 is also gradually regarded as the standard by other car companies, and the trend of price reduction continues one after another.
The price reduction of ordinary brands by 30,000 to 50,000 and that of luxury brands by 100,000, which could have startled people to lose their chin, has been staged one after another in the past two years, and consumers’ enthusiasm has been gradually exhausted.
Slowly, simple price cuts can no longer stimulate consumers’ desire to buy cars.
It is not that the car price is not low enough, but to the 4S store, either there is no discount model, or need to overlay maintenance packages and other hidden expenses, the real landing price is not much cheaper.
” Although the decline in car prices is ready to move, but many drivers are still worried that it is a low price temptation, the traditional 4S price opaque stereotype, has become a sales obstacle that can not be ignored now.
In the previous sales model, traditional car companies mostly use the dealer model for vehicle sales, so as to share their own sales risks, and in order to maximize the initiative of dealers, car companies will set monthly sales and annual sales for each dealer, as long as dealers meet their sales targets, car companies will provide rebate subsidies.
In order to get this high income, dealers do not hesitate to start secondary dealer distribution, or even “sell cars at a loss”, which is the main reason for the slightly different quotations of different dealers.
However, under the background of the rapid transformation of the automobile industry to smart electric, the traditional 4S sales model has also been gradually impacted.
After Tesla set up his first direct store in Fangcao, Beijing in 2013, the sales model of direct operation by car companies began to prevail among the new brands, the price was completely transparent, and the unified pricing across the country allowed consumers to focus more on the product itself.
rather than testing each other with sales in terms of discounts.
The better car purchase experience of the direct operation model is in sharp contrast to the fishy state of the traditional 4S model, which once again enhances consumers’ sense of alienation from the traditional 4S store.
At present, the opacity of sales price has gradually become a major pain point for the traditional dealer model.
Under the macro background of the decline in sales of traditional models, we take the initiative to disclose many fees, such as car prices, insurance, purchase tax and post-maintenance, to dispel consumers’ concerns and improve service experience, so as to release more consumption potential and alleviate the continuous decline of traditional models.
For this reason, the “one-mouthful price” model came into being.
On Aug.
30, SAIC-Volkswagen’s new compact SUV– Tuyue Xin Rui went on sale at the Chengdu Auto Show, selling for 12.
59-153900 yuan.
In order to make the new car sell well, SAIC-Volkswagen officially offered a time-limited discount, with a time-limited price of 79900 yuan for the 1.
5L new edition, 89900 yuan for the 1.
5L determined edition, 99900 yuan for the 300TSI determined edition and 106900 yuan for the 300TSI sharp edition.
Touyuan: SAIC Volkswagen, take the entry-level model as an example, under the blessing of the “one-bite price” policy, the 1.
5L cutting-edge version is 46000 yuan lower than the original guiding price, which highlights the price reduction of the new car.
on the other hand, it also shows SAIC-Volkswagen’s determination to increase sales quickly.
Then, on Sept.
10, SAIC-Volkswagen launched another 2025 Passat 2025 outstanding models, also using the “one-bite price” strategy, with prices starting at 159900 yuan.
According to the statistics of the Earth Research Institute, sales of both Tuyue and Passat increased in September, including 8273 vehicles in Tuyue and 23071 in Passat.
In the context of the rapid decline of joint venture brands, Tuyue and Passat have maintained their market share by virtue of the “one-bite price” model.
SAIC-Volkswagen took an example, and other joint venture car companies began to follow suit, launching a car purchase model similar to “one-bite price”.
On Sept.
13, Dongfeng Nissan launched a new sincere version of Teana, with a time-limited “mouthful price” of 127800 yuan.
directly reduced the price of medium-and high-class cars to 120000 yuan.
On October 20, Dongfeng Nissan Xiaoke Honor officially went on sale, and the new car has two configurations, with a time-limited price of 9.
98-108800 yuan.
Dongfeng Nissan Teana sold 7709 vehicles in October, up 49.
1% from a month earlier, according to sales figures released by Nissan in China.
Under the blessing of the “one-bite price” model, the price reduction finally restored part of the competitiveness.
Compared with SAIC Volkswagen and Dongfeng Nissan, SAIC GM’s “one-bite price” strategy is more successful.
On September 24, SAIC GM Buick official announced that its Buick Anke Plus launched a time-limited price, which can enjoy a replacement subsidy of up to 25000 yuan (state trade-in subsidy of 15000 yuan + brand replacement subsidy of up to 10000 yuan), and the discounted prices are 169900 yuan, 179900 yuan and 199900 yuan, respectively.
Compared with the guidance price range launched in June this year (2299-259900 yuan), the price of the corresponding model has been reduced by 60, 000 yuan.
As the former leader of the SUV market, Ankewei has a strong market influence, such a big price reduction is so that many consumers are ready to move, but then there is user feedback, the discount after the Ankewei Plus can not be bought.
, Tuyuan: SAIC GM, SAIC General Motors Buick brand issued a statement saying: recently, we have received reports from users that we are unable to buy a new generation of Buick Unkway PIus with a “golden autumn time limit price” of 169900 yuan.
Buick brand hereby declares that “169900 yuan” is a naked car price that consumers can buy, and the “golden autumn time limit price” campaign does not attach or set other additional conditions for car purchase.
Consumers who are unable to buy the Oncoway PuS at Buick authorized dealers with a “golden autumn time limit” can complain through the Buick customer service hotline.
Once verified, the Buick brand will be dealt with seriously and effectively safeguard the interests of every consumer.
In just two days, Buick not only promoted the highly competitive “one-bite price” policy of Ankowei PIus, but also reduced consumers’ worries about car purchases by setting up a reporting channel to regulate the sales channels.
On this basis, SAIC GM released the GL8 onshore business class in October.
11 “time-limited car purchase policy, the time-limited price is 197900 yuan, Cadillac XT5, XT6 have also joined the” mouthful price “of the array.
According to data released by SAIC GM, terminal sales of the reached 58240 vehicles in October, an increase of 6.
1 per cent from the previous month.
Although such a result is a far cry from the performance at its peak, it is not easy to achieve such a result, considering that it is not difficult to judge the fierce competition in the domestic market.
The “mouthful price” is only the beginning, and the next step is the key.
Through the cases of SAIC Volkswagen, Dongfeng Nissan and SAIC GM, it is not difficult to see that the “mouthful price” model is another sharp weapon for joint venture brands to break through the market after the big price reduction of joint venture models.
We are trying to increase our sales and market share in China.
We are also taking prudent action to help GM’s business in China return to profitability by increasing sales and controlling costs.
” Steve Hill, senior vice president of GM and president of GM China, said.
Increasing sales and improving profitability are the issues facing all joint venture brands at present, but it is impossible to bet on the “one-bite price” model to bet on the important task of boosting sales.
It is important to know that the “mouthful price” model is not exclusive to joint venture brands.
under the background of the initial results of this model, many independent brands have joined the ranks.
As more and more brands join, the attractiveness of “mouthful price” is declining.
In addition, different brands interpret the “mouthful price” strategy in different ways, which will disturb consumers’ perception to a great extent.
From a longer-term development trajectory, the “one-mouthful price” model is only the entrance to the brand position of consumers, and stronger product strength is still fundamental for car companies to win market share.
, Tu Yuan: SAIC GM, take SAIC GM’s newly launched 2025 LaCrosse on October 30 as an example, the new car has a guide price of 20.
99-239900 and a time-limited price of 15.
99-189900, which is equivalent to a direct reduction of 50, 000 yuan on the basis of the guidance price.
On November 4th, Buick officially announced that orders for the 2025 LaCrosse exceeded 5000 vehicles.
In the past few months, LaCrosse’s monthly sales have not exceeded 1000.
The increase in sales in a short period of time can be attributed to the stimulation of the “one-mouthed price” policy, but the long-term stability of sales must be based on the strength of super products.
LaCrosse is nearly the size of a C-class car, and is equipped with 2.
0T plus 9AT powertrain, as well as 8155 car chips and L2-level driving assistance system, etc.
, the level of intelligence may not be comparable to the new power of the front line, but it is more outstanding among ordinary middle and advanced models, which is quite suitable for conservative consumers who are not demanding intelligence.
Under the background of “one-mouthful price” policy drainage, constantly highlight the excellent value of the model and create product competitiveness in order to promote the model to obtain more long-term vitality.
On the basis of building superior models and maintaining their own market share, re-combing the development strategy in China will have the opportunity to win future development opportunities.
Judging from the current state of the whole market, independent brands are breaking through rapidly by virtue of the advantages of new energy, but the growth of the new energy market is more concentrated on the hybrid market.
in the hybrid field, the joint venture brand has a good engine level.
what is missing is the understanding of electric system and the combination of electric and fuel to deal with various vehicle scenarios, strengthen the layout in this field, and embrace intelligence.
Catering to the needs of Chinese consumers is essential for joint venture brands to remain competitive in the following market environment.
The “one-mouthful price” policy is only the beginning of the joint venture brand to fight back, and the next choice is the key to determine the future development.
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