“if you don’t work hard, you’ll have to drive a BBA.
” Last year, such hot topics appeared on social platforms, which resonated with the industry.
After all, with the evolution of the new energy track, the price of independent new energy vehicles continues to rise, from Wei Xiaoli to Huawei to BYD.
Among them, the official guided price of the M9 hit the range of 500000 yuan, the pre-sale of the new ET9 car from 800000 yuan, and BYD’s look up to the U9 even sold for 1.
68 million yuan.
In the face of the rising price of domestic cars, the BBA on sale at 200000 yuan appears to be so “cheap” and “conscientious”.
As a result, some netizens joked: “before there was no money to buy domestic products, but now there is no money to buy domestic products.
there was no money to buy BBA before, but now there is no money to buy BBA.
” Of course, the beauty of the randomly inserted hyperlinks between Chinese expressions is wonderful, but it sets off the competition in the car market even more fiercely.
When we set the pointer of time back to this year, when the new energy track rushing forward is mixed with the normal impact of price war, we re-examine the current competition in the car market, and the topic of “if you don’t work hard, you can only open BBA”, its authenticity and cruelty have once again been raised to an unprecedented height.
Yes, with the rise of independent brand new energy vehicles and the changing consumer demand in the Chinese market, the price system of luxury brands such as BBA has been lost, and the value system of luxury cars is facing collapse.
The luxury car market is collapsing.
“with insurance premiums and license fees, you can land at 190000 yuan.
” Last week, it was reported that the price of BMW i3, a new energy car owned by BMW, fell sharply.
The current price of BMW i3 35L, originally priced at 353900 yuan, is now only 179500 yuan in Guangdong, with a discount of more than 170000 yuan, which is basically halved.
In this regard, the author consulted sales friends and BMW-related 4S stores, and the reply was “it’s true”.
Although the key discounts in different stores are slightly different, most of the naked car quotations are less than 190000 yuan, with a discount range of more than 160000 yuan, and the discount can be discussed again.
In the same BMW store, the discount model is not just the BMW i3.
The terminal discount range of the new energy model BMW iX3 is also more than 160000 yuan, and the naked car price is about 240000 yuan.
The terminal discount of the BMW i5, which just went on sale at the beginning of the year, reached 90, 000 yuan.
The sales friend told me that the huge profit attracted more customers to the store, and he was about to usher in a busy weekend.
At the same time, BMW’s concession will inevitably shift people’s perspective to Mercedes-Benz and Audi, which are both in the “BBA” camp.
In fact, Mercedes-Benz and Audi also have good terminal discounts, especially new energy vehicles.
For Mercedes-Benz, the current discount for Mercedes-Benz EQE is about 160000 yuan.
for Audi, the discount range of Audi Q4 e-tron Creative Edition is more than 100000 yuan, and the price of a naked car is about 200000 yuan.
the official guiding price for Audi A7L 2024 45 TFSI luxury (two-wheel drive version) is 418700 yuan, and after a discount of 119000 yuan, the price of naked car is only 299700 yuan.
In the face of the huge price reduction and promotion, it is not only the salespeople who think that “who buys who earns”, but also many editors who think “really fragrant” when discussing relevant topics in the editorial department of the automobile commune, and even Wei Jinqiao, editor-in-chief of the automobile commune, has thrown out an open discussion of “BBA of more than 100,000 yuan and new forces of more than 200,000 yuan, how will you choose?” Although the huge discount has sparked discussion, then again, there is a reason for the huge profit of the above models, especially the new energy vehicles.
After checking the sales data, the auto commune found that BMW i3 sold about 4000 vehicles a month this year, compared with 4489 in April, Audi Q4 e-tron sold at the level of 1,000 units, and Mercedes-Benz EQE sales hovered less than 1,000 units.
Therefore, when the author asked his friend BBA about the poor sales of new energy cars, his friend said helplessly, “No one has bought more than a hundred thousand BBA, what can I do?” And it is the long-standing sales that put dealers under great pressure that BMW sent a letter to dealer stores saying, “decided to give BMW 4S stores a number of substantial subsidy and relief policies.
” Even BBA in the mainstream luxury camp can’t keep the price, let alone second-tier luxury brands.
After the author’s inquiry, I found that the prices of second-tier luxury brands, including Lexus, Cadillac, Volvo and Jaguar Land Rover, are becoming white-hot, and the discount range is only much more than that of BBA.
Lexus, which needed a price increase of 50, 000 yuan or 60, 000 yuan a few years ago, now offers more than 50, 000 yuan for ES models and 30, 000 yuan for NX models.
not to mention the brand known as “50% discount, 40% discount, 40% discount, tiger 30% discount leopard”, not to mention Cadillac XT5 discount of 120000 yuan.
range Rover aurora up to 190000 yuan discount Jaguar XFL offers nearly 190000 yuan.
The price of mainstream luxury brands has plummeted and second-tier luxury brands have been making profits for a long time, making the luxury car market face a tremor.
At the same time, the more luxurious Porsche, whose dealers collectively force the palace, is even more stinging to the nerves of the luxury car market, affecting the established development trajectory of German and even all joint venture and foreign brands in the long run.
It may even open the door to a new era.
The door of a new era is being knocked open.
“what about Porsche? (electric cars) can’t be sold.
” Last week, Porsche dealers in China collectively rebelled against the news that they were preparing to force the palace at Porsche headquarters in Germany.
The reason is that Porsche chose to press the warehouse with dealers in order to complete the sales task, which is undoubtedly putting on a “mask of pain” for Porsche dealers in China.
The huge financial pressure has intensified the contradiction between Porsche and dealers, causing some Porsche dealers to refuse to pick up the car and ask Porsche for subsidies and replacement of executives.
Although Porsche China gave an official response to the dealer’s “rebellion”, after reading the response document, a feeling of “said but seemed to say” arises spontaneously.
Because the decline in sales and treasury behavior are the reasons for the intensification of the contradiction, but Porsche’s official response did not propose a solution to the contradiction.
It can be predicted, however, that the greater the uprising among dealers, the more it reflects the difficulties faced by Porsche in the current car market environment.
After all, Porsche’s decline in China is no secret.
According to Porsche’s quarterly report, its global market sales and revenue declined in the first quarter of this year.
Total brand revenue was 9 billion euros, down 10.
8% from a year earlier.
Among them, in the Chinese market, sales fell nearly 25 per cent to 16340 vehicles in the first quarter from a year earlier, while sales of its new energy vehicles continued to be poor.
IfIt is said that the price collapse of mainstream luxury brands such as BBA and the lukewarm sales of new energy vehicles have caused intangible changes in the pattern of the luxury car market.
Then the collective “rebellion” of Porsche dealers will hurt the nerves of the luxury car market even more.
Because compared with BBA, Porsche’s average price has reached 440,000 yuan.
Whether it is bicycle profit or brand value, it is a higher-level existence.
Moreover, the higher-level luxury car market in which Porsche is located has never been particularly obvious and outstanding.
The opponent, coupled with the brand value accumulated by Porsche in the past, makes it a “favorite” for Chinese consumers.
Today, with the squeeze of Porsche’s own product quality, failed electrification transformation, and questionable services, Porsche’s sales performance has declined one after another.
Against the background of China’s new energy industry’s desperate rush, it accelerated Porsche’s decline and spawned a collective “rebellion” incident among dealers.
Whether Porsche farce or BBA price cuts, they all sound the alarm for the future of luxury car brands in the Chinese market.
So, is it that luxury brands that originally had enough food and drink in the Chinese market have begun to fall into the whirlpool of price wars and the quagmire of declining sales? Who plans to ruthlessly “drown” the BBA under the roof of new energy? The part of independent new energy is definitely the “mastermind”.
Because looking at the market segment of more than 200,000 yuan, tremendous changes have taken place.
Such as “Wei Xiaoli”, Jikrypton and Huawei have achieved great results in the past year, successfully boosting the sales of high-end models in China to the order of one million, thus greatly squeezing the living space of traditional luxury brands, especially in the new energy market, the BBA is even more overwhelmed.
The reason is nothing more than that traditional luxury brands have long relied on brand value to attract consumers, while ignoring the stubborn diseases of inflated prices and insufficient intelligence in the era of electrification.
Especially compared with self-owned brand models at the same price, entry-level luxury cars such as the BMW 3 Series and the Mercedes-Benz C-Class are not very competitive.
This means that when Porsche and BBA collectively pull together from the perspective of broad intelligence, especially if they cannot keep up with the demands of the Chinese market, which has been rolled into the “most advanced market”, then they will lose their share to high-end new forces and Tesla.
, it must be reasonable.
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