Brother Neck is still on his way to work today, and I saw BYD put a big move: the starting price is 7980,000 yuan Qin plus and destroyer 05 (Glory Edition).
Not only that, but they also played a slogan of thieves and bluffers-Electricity is lower than oil
You must know that the Qin plus car still sold for more than 100,000 the year before last, and then it dropped to 9 at the beginning of last year980,000, and then at the end of the year for a limited time to 8980,000, and it only took a few months for it to drop to 7980,000.
At the same time, the other configurations of Qin plus also have a decrease of 1-20,000.
As a new energy vehicle that can save purchase tax, 7The 980,000 Qin Plus Glory Edition, the cost of landing, is almost as much as 70,000 oil trucks.
But the price reduction is the price reduction, the glory version actually didn't cut any configuration, the motor, battery life didn't move, and there were even additional items such as intelligent power-on.
Obviously, BYD's main goal in this wave of price reduction and allocation is what everyone often calls the "three big mothers on the road".
After all, in terms of sales,Qin has not been able to win against its "three mothers" opponents so far.
We take a look at the 2023 sedan sales list, and Qin ranks third, the first two are its old rivals Sylphy and Lavida, of which Sylphy sold 70,000 more units than Qin.
In fact, Qin Neng sold third last year, which is strong enough, after all, the basic market of some joint venture cars at this price is really strong. Especially in third- and fourth-tier cities, it can be said to be the base camp of such cars as Sylphy.
Let's just say that in December last year, the data of the owner's home showed that Qin's best-selling city was in his hometown of Shenzhen, where a total of 1,173 units were sold that month. In Ganzhou, a third-tier city, Sylphy sold 1,110 units.
This was similar in October last year, when Qin sold more than 400 vehicles in Hangzhou, Suzhou, and Wuhan, while Sylphy sold this number in three places: Ganzhou, Jining, and Maoming.
Just look at the dataAlthough Qin sells well in the first and second lines, Xuanyi is not bad, and he can eat it all in the third and fourth lines. For a player with big fundamentals like them, it is of course easier to win in terms of sales.
But there is an interesting thing here: if you compare the configuration of the two cars and look at the cost performance, Qin is a spike in all aspects.
Let's compare the entry-level models of the two carsSylphy sells 10860,000, Qin sells 7980,000. , cheaper 2880,000.
On the Sylphy, you get halogen headlights (no automatic headlights), manual air conditioning, plastic 2-way adjustable steering wheel; And on the Qin, you get LED headlights (automatic headlights), automatic air conditioning, leather 4-way adjustable steering wheel.
That's not all, Qin's entry-level model also gives you reversing radar, reversing image, keyless entry, cruise control and other configurations. These things are on the low-profile Xuanyi, of course, you don't have to think about itIt doesn't even give the car screen, it's a classic "beggar" model.
A casual glance can reveal that the price of Xuanyi is higher than that of Qin, and the configuration is lower. ( What?) You say chassis and sofas? ）
This makes people puzzled, obviously the gap is here, why does it still sell so well?
Eh, don't worry. The "three mothers" also have some ability to keep their sales**.
First of all,You Qin shouted that you want to reduce the price, right, then the discount on my side must be enough.
The guide price of Sylphy is more than 100,000 yuan, but at the dealer will give you a discount of 3-40,000 yuan at every turn, just take a look, more than 70,000 ** abound.
In addition to the first, the reputation accumulated by this batch of joint venture cars over the years cannot be ignored.
Although there is a suspicion of statistics around me, when I went home for the Chinese New Year this year, I still found that in our 18th-tier town, the impression of the stability and durability of the joint venture oil truck is deeply rooted.
I told people that plug-in hybrid can save fuel, but people feel that adding an extra lithium battery is a burden, and it will cost a lot of money to replace the battery when the battery is broken, and the gains outweigh the losses.
In addition, third- and fourth-tier cities do not need to consider the factor of blue and green cards.
Therefore, in the eyes of many people, "three mothers" is the best choice at the same price. It seems conservative, but it is actually steady.
Therefore, if BYD wants to attack the hinterland of others, it also has to see a move.
On the one hand, since Qin is not inferior to others in terms of configuration, he will go up and down from the **. It turns out that 998 is not easy to use, right? Then I'll drop another 20,000 this time, which is interesting enough.
Needless to say, users who only have a budget of tens of thousands of yuan in their hands must be very sensitive to **. Maybe people are short of 20,000 yuan, but now that Qin has reduced the price to the threshold, he can just get in the car.
And on the other hand,BYD's price reduction action this time is also at the marketing level, which continues to affect potential users.
As mentioned earlier, many of the price reductions of traditional car companies are the dealers' own **.
Dealers like 4S shops buy cars wholesale from car manufacturers and then sell them to consumers. In order to sell more cars, they give different discounts. With the same car and the same configuration, it is normal to sell at different prices in different 4S stores.
So how much can a car drop, if you don't go to the store to get to the bottom of it, you won't know the answer if you don't pull it repeatedly a few times in the middle.
What Lavida, Valeant, Cruze these cars are similar, in fact, they can be sold for 10,000 after finding a discount.
But what about BYD, it is directly released on the whole network, and it is not hidden at all, 998 is 998, and 798 is 798.
Although the Qin of 798 may not be as cheap as Langyi and Xuanyi, the people who buy these cars may not be willing to add 10,000 yuan to buy a Qin. However, BYD's neat publicity and implementation of price reductions have already won in marketing.
I'll just ask, who remembers how much I said earlier about how much the minimum Sylphy sells?
But Qin Qian's 998 and Hou's 798 are all about to slip away...
To make a very appropriate analogy, BYD's official surrender and publicity over the years have a taste of Pinduoduo:It's not necessarily the cheapest, but it makes everyone realize that it's cheap enough.
Colloquially, it penetrates the user's mind.
This combination of publicity and price reduction has brought a lot of impact to the main affordable joint venture cars in the first two years. And this year, as soon as the 798 comes out, the impact will only be more ruthless.
It's hard to say whether the "three big mothers" can be beaten, but it's certain that you want to scold people.
I still remember that last year was just after the New Year, BYD took out the 998 Qin Champion Edition with his left hand, and then directly did not talk about martial arts, incarnated as a thousand-armed Guanyin, and took out a champion version on the main models such as Tang, Song, and Han, forcing everyone to feel uncomfortable (including old car owners).
This year, BYD has started with the two Glory Editions of the 798 Qin and the Destroyer, and presumably the Glory Editions of other models are also on the way.
Of course, Qin's opponents would definitely not be waiting to be cut there.
No, the counterattack has already come.
Here, BYD just said that the price would be reduced, and the poster of the other side also came out, Wuling Starlight, Chang'an Qiyuan, and Nezha all followed up with the price reduction this afternoon.
The opponent's speed is very fast, but in BYD's view, these may not be so important.
More important than dropping 10,000 or 20,000 and updating the versionBYD used the card of price reduction to achieve the goal of preemptive strike.
How many of these cars have dropped, probably not many people remember after a month. But Qin's 998 and 798 may be mentioned repeatedly by everyone for a long time.
It can be said that for BYD, the role of price reduction is far greater than the price reduction itself.