I can't sit still! BYD started the first battle in the Year of the Dragon, and Chang'an and Wuling accompanied them to the end. Subsequently, more and more car brands joined the fray. Changan Qiyuan A05 price reduction 110,000 yuan, 7The starting price of 890,000 yuan is 900 yuan cheaper than the Qin plus and destroyer 05.
In addition to the traditional automobile groups with deep pockets, the new forces of car manufacturing are not to be outdone. Nezha Automobile gave a concession: Nezha X full range ** dropped by 22,000 yuan, and the new car was 9From 980,000 yuan; Nezha aya whole series** dropped 8,000 yuan; Nezha S is a direct discount of 5,000 yuan.
The more fierce the battle in the automobile market, the happier the consumers who hold the currency to buy, and the onlookers are not idle, but have you ever thought about the feelings of the car owner? **Volatility, low value retention, directly affecting the interests of inherent users. So, the term "backstab" became popular.
The battle in the auto market will remain fierce
At the beginning of 2023, Dongfeng's price reduction "broke bones" caught the entire auto market off guard, so that "price reduction" became the key word last year, to see who lifted the table more thoroughly. In 2024, just after the Lunar New Year, many car companies have lowered their ** one after another. Compared with last year's "Six Nations Great Seal", this year's price reduction seems to be prepared.
On February 19th, BYD shouted the slogan of "electricity is lower than oil", and officially launched the glory version of Qin plus and destroyer 05 double cars, the biggest highlight is 7Starting at 980,000 yuan**. Subsequently, Wuling Motors Starlight officially released the 150 advanced version of the glory price of 9980,000 yuan, the highest discount of Binguo is 8,000 yuan.
Changan Qiyuan also immediately followed up BYD's ** battle, and Qiyuan A05 fell by 110,000 yuan, 7The starting price of 890,000 yuan is cheaper than BYD's two new cars. On the evening of the same day, Nezha Automobile announced a number of price reductions for its main models, among which Nezha X had the craziest price cut, reaching 220,000 yuan, the starting price is lowered to 9980,000 yuan.
Traditional fuel vehicles are not to be outdone, Beijing Hyundai shouted the slogan "oil is stronger than electricity", and the Elantra is the lowest 7Minimum sale is 580,000 yuan. SAIC-GM's Buick brand has reduced prices or subsidies for some models, up to 650,000 yuan bicycle discount. Peugeot Citroen also came to join in the fun, 8The discount of 50,000 yuan seems to be a surprise, but it comes with many conditions.
With the rapid increase in the penetration rate of new energy vehicles, the scale of the traditional fuel vehicle market is gradually shrinking, and the contradiction between the huge traditional production capacity and the shrinking fuel vehicle market has brought a more fierce battle", Cui Dongshu, secretary general of the National Passenger Car Market Information Association, wrote on February 19 that 2024 is a key year for new energy vehicle companies to gain a firm foothold.
The root of the battle in the automobile market is actually the process of establishing a new market order, the replacement of new and old technologies, and the gradual replacement of fuel vehicles by new energy until the formation of a new market pattern. Therefore, the "first-class war" led by the head new energy car companies will continue and intensify, leaving brands with poor system and profitability.
The problem is that volatility is an important concern for consumers to choose automotive products. After all, no one wants to be a "fish in the water" and buy car products that are naturally depreciated at a high price. The more fierce the battle, the heavier the wait-and-see attitude of consumers. At the same time, the old car owner was "pulling out the cold" in his heart, and the "backstab" was full of holes.
The interests of new and old users need to be balanced
The balance between price reduction and user rights and interests is not easy to take. At the beginning of the year, Xpeng G6 gave a limited-time cash discount of 20,000 yuan, which was collectively defended by the owners. What's even more outrageous is that while NIO gives discounts, it also reduces its rights. While reducing prices, not forgetting the support of old car owners, there is actually a precedent, such as Jiyue. Jiyue 01 was listed for a month and the price of the whole system was reduced by 30,000 yuan, and at the same time, for the old users who had previously picked up the car, Jiyue gave 30,000 yuan in cash compensation for the price difference.
volume **" at the same time, but also "send peace of mind". In the first wave of the first wave of the Dragon's first wave, only Peugeot Citroen and Nezha Automobile took into account the feelings of users. Peugeot Citroen, to take a full 8The subsidy of 50,000 yuan requires an old car that is 25 years old, and the requirement is an old Peugeot or Citroen car! Peugeot Citroen's approach will not attract many new customers, but it will never "backstab" the owner, and it can also bring real new benefits to old users.
Nezha Automobile also takes into account the value retention rate of the user's old car, and gives that Nezha S and Nezha GT models can enjoy the value preservation rights and interests of all new Nezha Automobile series within 2 years at a 7% discount on the opening price. According to Jd.According to the relevant data released by POWER, the average one-year value retention rate of new energy vehicle products is about 70%. In this regard, Nezha's "2-year 7% discount hedging gift" has exceeded the industry average.
Write at the end:
Behind the car ** war, consumers who hold coins to buy have covered their wallets more tightly, and they are looking forward to a lower **. At the same time, the protection of user rights and interests is particularly important. There used to be an old saying, "new cars are discounted by 20% on the ground", cars are originally depreciating products, coupled with the continuous downward pressure on the price of new cars, the vehicles in the hands of users will only accelerate the depreciation. Maintaining or even improving the car and service experience of the original users is the direction that car companies are thinking about.