[Wen Cai Circle Club & Brother Dao said car Li Yaxuan] A year-end ** battle of car companies without gunpowder has come.
On December 1 alone, seven car companies announced their latest car purchase policies, including BYD, Changan Automobile, Changan Qiyuan, Zhiji Automobile, Leapmotor, FAW Toyota and Dongfeng Citroen Automobile. On March 3, FAW-Volkswagen, the domestic joint venture brand sales champion, also announced a limited-time discount campaign for December, including Bora, Suteng, Magotan , Tanying, Tange and Tanyue and other sedans and SUVs.
It can be found that both independent joint venture brands and new energy traditional fuel brands have invariably chosen to announce price cuts in early December**.
What is the reason for these brands to start another round of "involution" at the end of the year?This year, the major car companies are so powerful, will the auto market be better or more severe next year?
The race point has arrived, and the December car market is under great pressure
The old concept is that December is the peak season for passenger cars, and the industry's passenger car sales in December this year will be about 30% higher than the monthly average from January to November. Pan Xinxin, an expert from the think tank of the financial circle, said, "Most of the manufacturers did not achieve the annual goal, so they collectively increased the intensity of the terminal in December, one is to grab the peak season, the second is to disrupt the budget planning of competing products in 2024, and the third is to warm up in advance for a good start in January next year, because a considerable part of this month's terminal orders will be carried forward to January next year, and users need to purchase invoices in January next year, and the insurance will be carried out in January next year, and the age of second-hand cars can be reduced by one year. ”
In fact, in addition to the price adjustment in December to hit the annual target, car companies have launched limited-time discounts many times to stimulate consumers. For example, ZEEKR, which seemed to have no action at the beginning of this month, actually launched a preferential policy from a limited time to the end of the year as early as mid-October: from October 16th to December 31st, ZEEKR 001 has a limited-time discount of 370,000 yuan;ZEEKR X offers up to 510,000 yuan;ZEEKR 009 discount up to 160,000 yuan.
It is undoubtedly wise for ZEEKR to pull a long front, and it seems that the competitive pressure of the auto market in December is really a bit strong.
The brands with the most competition points are Chery and FAW-Volkswagen. As of the end of October, according to the data of the Passenger Association, FAW-Volkswagen has sold 1.47 million vehicles this year, a decrease of 35%, second only to BYD in terms of sales, ranking second in the sales list of car companies. Chery Automobile, which ranked third, sold 1.37 million units from January to November this year, a year-on-year increase of 431%, and sales reached a new high in November.
It can be said that who sits in the second place in sales depends on the last month.
Next year, the total volume of the automobile market may rebound, but the competition is still fierce
To describe the auto market in 2023 in one word, that is "volume", and all brands are under great pressure.
Regarding "whether next year's auto market can be better than this year", Zhou Shengguang, an expert from the think tank of the Financial Circle Society, said that the total auto market should rebound.
One is that real estate is gradually withdrawing from the stage of the economic engine, and automobile consumption is relayed, which is the main theme of national policy in recent yearsSecond, the new energy purchase tax exemption policy will continue to stimulate consumptionThe third is that the policy of going to the countryside will be strengthened, and the local car purchase vouchers will continue or increaseFourth, the second-hand car policy may continue to be liberalized, especially the export policyThe fifth and most important thing is that the state-owned bank's auto retail financial policy is an important driving force to guide the growth of automobile consumption this year, which directly promotes the decline of 3-5 points in the automobile, and the influence of these policies will continue or expand next yearSixth, the easing of Sino-US relations, the end of the Russia-Ukraine war and the Palestinian-Israeli conflict, and the recovery of the world economy are also expected to improve China's overall economy. He said.
In addition, he believes that the competition between major car companies will be extremely fierce next year.
In short, December may not be pleasant for car companies, but it is quite suitable for consumers to choose a car and buy a car.
After all, if the car companies "fight", the price of the car will be very beautiful. Take this opportunity to get a favorite car, get insured in January next year, and the age of the second-hand car can also be reduced by one year.