The highest discount is 60,000 yuan, and more than a dozen brands have set off a new round of ＂price reduction tide＂, and the party has won again.
What is more noteworthy is that the "price reduction tide" in the past was dominated by independent brands. This time, mainstream new brands, traditional joint venture brands and luxury brands have joined this battlefield without smoke, and the preferential intensity is the highest in history. Friends who have not bought a car can really consider it.
At the end of the year, this "price reduction tide" was not a sudden attack, but was jointly initiated by a number of car companies. The most influential one undoubtedly came from the price adjustment of BYD’s various models. Except for the two models of BYD Dolphin and Seagull, which were not adjusted, various models under BYD brand were subsidized with cash concessions ranging from 3,000 to 20,000 yuan, in order to make a final sprint to hit the target of 3 million vehicles set at the beginning of the year.
By the end of January-November 2023, BYD’s cumulative car sales reached 2.672 million vehicles, only 328,000 vehicles were left away from the 3 million annual sales target set at the beginning of the year. Previously, BYD’s monthly sales never exceeded 310,000 vehicles, and the best result was 301,903 vehicles in November, so the figure of 328,000 vehicles is still very challenging for BYD.
The price reduction subsidies for various models are also to reduce the difficulty and strive to achieve this goal. If it is not completed this year, if you want to continue to hit the sales target in the future, you may need to rely on overseas market growth. At present, the domestic market has gradually become saturated, and the competitive pressure is increasing. It is difficult to maintain BYD’s dominance.
At the same time, book 2023 models of C01 pure electric vehicle and C01 extended range version, and you can also enjoy a discount of 5,000 yuan and an optional fund of up to 5,000 yuan in addition to the 717 Zhixiang version; Booking 717 Zhixiang Edition will give you a cash discount of 17,000 yuan. In addition, the purchase of all models can also enjoy a financial discount of up to 8,000 yuan/vehicle, as well as 7 kW charging piles and basic installation services within 30 meters.
Extreme Yue 01, which has just been on the market for more than a month, has also followed the pace of price reduction. The official price of all models has dropped by 30,000 yuan, and the latest price range is 219,900-309,900 yuan. At the same time, the optional package of long-life ternary lithium battery (100kWh) has been lowered by 10,000 yuan simultaneously. For the old users who have picked up the car, the company will give cash compensation of 30 thousand yuan difference according to the latest model price, and the sincerity is full.
Regarding the price reduction of Extreme Yue 01, Xia Yiping, CEO of Jidu and Extreme Yue, said that this is a thorough internal reconstruction of the pricing system, and future products will follow this price system, considering positioning and market competition.
As the first vehicle equipped with 8195 chip and the second vehicle with "pure vision scheme" intelligent assisted driving route after Tesla, Extreme Yue 01 belongs to the current first-line level in the field of intelligent cockpit and intelligent driving, and the price of 219,900 yuan is really attractive.
Roewe D7 DMH, which has just been listed, has also joined the "price war". Before December 31, 2023, the Roewe D7 DMH model can enjoy an expansion gift of 2,000 yuan and a replacement subsidy of up to 5,000 yuan. Among them, the 125km beyond model can also enjoy an additional cash subsidy of 3,000 yuan.
Weilai, which has always been a conservative price, also joined the sprint race and launched a new sales preferential policy in December, including a 5000 yuan optional fund, 30 experience coupons for power exchange, NOP+1 year free use rights and points, and it is also a discount of tens of thousands. And not only that, depending on the model and exhibition time, the exhibition car has a maximum discount of 30,000 yuan, and the current car also has a discount of 12,000 yuan. However, this kind of discount is invisible, and it is difficult to perceive if it is not known in the store. The only advantage is to maintain a high brand image and premium.
LI, which had a good sales volume, continued to pursue the victory and launched "December Limited Car Purchase Financial Rights". During the period from December 1, 2023 to December 31, 2023, it ordered Ideal L7, Ideal L8 and Ideal L9, and enjoyed the limited financial car purchase scheme-limited 2.5% ultra-low financial annual rate.
And this is only superficial. According to the customized user’s indication, the final payment of ideal L7 and L8 is 30,000 cubic meters, and the final payment of ideal L9 is 26,000 cubic meters. It can be seen that LI has struggled hard enough to challenge the delivery of 50,000 vehicles in December and the ideal L7 to challenge the delivery of 20,000 vehicles.
Specifically, before December 8, 2023-December 17, 2023, the 702/610 model can enjoy a cash subsidy of 10,000 yuan or 24 zero-interest financiers and an insurance subsidy of 5,000 yuan, and at the same time, the original Dana Confidence series audio products can be upgraded free of charge (the value is 6,000 yuan, and Jiang Yi’s version subsidy is 60,000 points). In addition, the "1 yuan E-commerce Activity Voucher" is a cash subsidy of 5,000 yuan.
In addition to these transparent and open preferential policies, they also have this super-high cash discount in the terminal market, and the intensity is unprecedented. Conservatively speaking, 90,000 landing Corolla, 110,000 landing Corolla sharp release, more than 150,000 landing RAV4 glory release, 180,000 landing Asian Dragon, etc., the price is not the lowest, only lower, all forced by independent brands.
Chevrolet officially announced that from December 1 to December 31, 2023, limited-time preferential activities will be launched, among which the pioneers/explorers will be offered a maximum discount of 60,000. In addition, Kruze launched the activity of buying a car and sending a box full of oil, and there are super-high discounts in the terminal market.
SAIC Volkswagen officially launched the latest limited-time preferential policies for its models. From now until December 31, it will enjoy a comprehensive discount of 58,000 yuan in the middle and enjoy a high interest rate of 0 for 5 years. Buy LaVida 2024 model with a comprehensive discount of 30,000 yuan, and you can enjoy a maximum interest rate of 0 for 2 years, as well as a 1-year/10% discount /2-year /3-year 20% discount for value preservation and repurchase; Purchase a new way to enjoy a maximum discount of 38,000 yuan; Buy Passat and enjoy a car discount of up to 40,000 yuan.
In fact, there are traces of the reasons why major car companies cut prices substantially. The main reasons are intensified market competition, diversified products, and more choices for consumers. It is necessary to cut prices to enhance their competitiveness and arouse people’s renewed attention.
On the other hand, the price of lithium carbonate continues to decline. Lithium carbonate is one of the key raw materials for electric vehicle batteries, which has fallen below the 100,000 yuan mark, enabling car companies to reduce production costs and thus have more room to reduce the sales price of vehicles. In this regard, LI CEO Li Xiang tweeted: "In order to support us to sell pure electric vehicles next year, lithium carbonate is also a fight."
In addition, it is worth mentioning that Deng Chenghao, CEO of Deep Blue Automobile, talked about the current market competition at the recently opened 2023 World New Energy Automobile Conference. He said: "Because of the oil-electricity dispute, the prices of many products in the entire automobile industry are far from the value, and personally feel that the price of cabbage has been sold, which is not conducive to the high-quality development of the new energy industry. There are excessive investment and disorderly competition. The next step is to control the investment of the industry and guide the sustainable and high-quality development of the industry."
From the perspective of long-term development, what Deng Chenghao said is very reasonable. Excessive investment and disorderly competition will lead to waste of resources and overcapacity, which is not conducive to the healthy development of the industry. Therefore, it is necessary to control industrial investment and guide the sustainable and high-quality development of the industry. Of course, we should also realize that the current market competition requires car companies to adopt flexible and diverse marketing strategies to attract consumers and pay attention to improving product quality and service level. (Photo/Text/Photo: Pacific Auto Wu Qixing)