In 2023, China's auto market will usher in an unprecedented boom, according to data released by the China Association of Automobile Manufacturers, the total annual sales of automobiles will reach 30 million, a year-on-year increase of 117%, an all-time high. This achievement is inseparable from the "first-class battle" of the automotive industry - in a weak environment, various car companies have launched "year-end" activities to alleviate sales pressure.
According to incomplete statistics, since December 1, more than 20 car companies have started year-end promotions, including but not limited to car purchase reductions, cash subsidies, deductions, interest-free and other operations, and there are various ways to reduce prices. And this first-class war not only broke out among independent brands and new forces, but also the "year-end price reduction" of many traditional luxury brands. Luxury brands have even abandoned the barriers of technological leadership, service system, and product positioning, and have chosen to reduce prices to attract consumers. Especially in the field of electric vehicles, the price reduction is even more staggering.
For example, at present, the cash discount for buying BMW i3 in installments is more than 130,000 yuan, and charging piles and other configurations are given away. In some areas, the BMW i3 eDrive 40L Midnight Package can be discounted up to 15890,000 yuan, the price of the naked car is 2250,000 yuan, which is equivalent to a 58% discount. These measures are not only aimed at achieving sales targets, but also to maintain market share in an environment where the growth rate of the auto market is slowing. However, this kind of behavior may have a certain impact on the profitability of car companies, but it is undoubtedly good news for consumers.
The automotive industry has always been a game between businesses and consumers. When feeling that the KPI completion rate is low, in order to complete the sales task, various car companies have to adopt the main method of "year-end **" to relieve anxiety. It is worth noting that the completion rate of the sales target at the beginning of this year is embarrassing, and it is difficult for more than eighty percent of car companies to complete the established sales target.
According to incomplete statistics, as of the end of November, the top car companies in the annual sales target completion rate are Li Auto (108.).57%), Geely Automobile (93%), BYD (89.).4%), FAW, GAC, Chery, Changan and other car companies have a completion rate of more than 80%. In order to achieve the sales target as much as possible, the year-end sale may be the last chance.
This also makes the game between car companies and dealers more intense, because many dealers buy cars from the main engine at the guide price, and must complete the established sales tasks in order to get the rebate of the main engine factory completely, which is the main profit of the dealer. Therefore, rebates worth hundreds of thousands of dollars will become one of the important factors at the end of the year**. This is a great opportunity for consumers. While luxury brands are cutting prices, domestic brands and new forces are also trying to introduce more attractive preferential policies. Therefore, consumers have more choices and greater benefits in this wave of car market.
However, consumers also need to remain rational, buy cars prudently, avoid being only affected by ***, and pay attention to product quality, service guarantee and other aspects of information. I believe that in this car market promotion, smart consumers will be able to find the most suitable car purchase plan for themselves. Overall, the automotive market in 2023 can be described as magnificent. In the highly competitive market environment, car companies have launched "year-end" activities in order to complete the sales task. This not only has a certain impact on the profitability of car companies, but also brings many benefits to consumers.
In this war, consumers will have more choices, car companies will strive for more market share, and the market will become more active. In the future, changes in the automotive market will also be closely watched.