Under the background of successive price cuts by car companies, SAIC Volkswagen tried to give different solutions.
On March 3, SAIC Volkswagen launched its all-electric model ID3 Introducing a new car purchase policy with a starting price of about 12590,000 ID3. Down payment 1990,000 yuan, 1,399 yuan per month for the next three years, and three years later, SAIC Volkswagen will maintain its value and repurchase, which can give a repurchase discount of up to 6% off the ** price.
Converted, users can roughly use about 70,000** long-term rental IDs3 Three years. But the question is, how exactly is the buyback implemented? Can the promise of up to 6% off be kept? More importantly, why did SAIC Volkswagen launch such a slightly complicated car purchase policy compared to direct price reduction?
#id.The family is the pillar of SAIC Volkswagen's pure electric segment, with sales reaching 10 percent last year970,000 units. Among them, id3 Since its launch, the cumulative sales volume has exceeded 100,000 units, making it the annual sales champion of the joint venture pure electric vehicle.
After the Spring Festival this year, led by BYD, the automotive industry once again set off a new round of ** war. Yu Jingmin, general manager of SAIC Volkswagen Sales, disagrees with the extremely involuted war, believing that the war will damage the residual value of second-hand cars, and although the war reduces the user's car purchase cost, it damages the user's car ownership cost.
He said that from the user's point of view, the involution of the ** war is definitely unfavorable, "new cars are cheap, and used cars are definitely low." ”
SAIC Volkswagen tried to hold the bottom line. id.3 of the car purchase policy, the down payment is 1990,000 yuan plus a monthly payment of 1,399 yuan for three years is equivalent to reducing the user's car purchase cost in the early stage. But what is more critical is the buyback policy after three years, "which means that we have given a guarantee of up to 60% of the value of used cars." Yu Jingmin said.
The risk of this policy is whether the buyback can be established and whether the promise of a maximum 6% discount can be fulfilled. According to SAIC Volkswagen, they began to plan the buyback policy as early as February 27 and officially launched it only five days later.
Yu Jingmin said that this is not the result of their impulsiveness, and one of the confidence is that the second-hand value of SAIC Volkswagen fuel vehicles has basically stabilized at more than six percent in the past few years.
In 2020, SAIC Volkswagen also launched a second-hand car repurchase policy of 85% off for two years and 80% off for three years for its fuel models Lavida and Lingdu. Previously, SAIC Volkswagen also launched the ID. for Volkswagen employeesFamily value preservation buyback. In the ranking of the value retention rate of pure electric models produced by third-party platforms, ID3 is also at the top of the list.
These attempts are the ID3 of the buybacks laid the groundwork. Yu Jingmin said that they hope the industry can return to the essence of value marketing.
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Essentially, id3 The three-year instalment is a financial policy with a down payment of about 15% and an 85% loan.
Simply calculate the account, id3 The 2024 Pure Smart Edition is currently priced at 125888 yuan, with a down payment of 1990,000 yuan is 158%, the user repays 1,399 yuan per month within three years, and after three years, the user needs to settle the balance of 73,700 yuan at one time. Based on this calculation, the total interest for three years is 18,164 yuan, and the interest rate of this equal principal and interest finance is actually 57%。
However, it should be noted that if SAIC Volkswagen buys back the vehicle at a six-fold discount of the contract ticket price, which is 125888 yuan, after 3 years, the repurchase price is actually 75,5328 yuan, which is almost equivalent to the cost of owning a car in three years of use, that is, 1The total cost of 990,000 yuan + 1399 36 periods is 70,264 yuan, and it can be seen that the costs of the two are very close.
It can even be thought that if the owner uses ID3 After three years, the official hedging buyback can actually be converted to the car owner using about 70,000 yuan of car ownership costs in three years to "rent" a brand new ID3 New cars.
However, there are still certain restrictions on the preferential policy of "up to 6% off". Specifically, SAIC Volkswagen requires that the mileage of the vehicle shall not exceed 60,000 kilometers within three years, and the vehicle must not have structural damage at the time of repurchase.
The three-year 60,000 km is mainly aimed at the nature of the vehicle, and the mileage in ordinary household scenarios will generally not exceed 20,000 kilometers in a year, which is more to avoid the vehicle being used in online car-hailing scenarios.
However, 60,000 kilometers is not a dead line. If the user exceeds this value in the actual use process, he needs to deduct 3 yuan per kilometer from the repurchase amount.
Second-hand cars have a price for one car due to different vehicle conditions, and the repurchase standard given by SAIC Volkswagen is that in principle, the vehicle cannot have structural safety damage, and the specific ** should be evaluated according to the ** time.
For example, if the front windshield has been replaced, but there is no other structural damage, then it can also be included in the scope of the official buyback.
In the implementation rules, users need to buy back the vehicle first, and then the SAIC group company will buy it back.
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SAIC Volkswagen's buyback policy is equivalent to a variant of overseas lease cars. Lease car is a financial leasing car scheme, the user uses the car in the form of a monthly lease to a car dealer or bank, etc., and can choose to return the car after the lease expires, or pay the balance to buy the car. During the lease period, the ownership of the vehicle remains with the car dealer, and the user gets full use rights.
This model is quite popular overseas, and the 21st Century Business Herald previously said that in 2019, rental cars in Germany accounted for 42 percent of the annual new car registrations1%。When NIO entered the European market, it also launched a "subscription sales" model similar to lease cars in Germany, the Netherlands, Sweden and Denmark. Li Bin explained at the time that they believed that the vehicle itself would eventually become a service.
However, this policy has not been implemented in the country. Li Bin said, "The subscription method needs to be done at the right time and place, and it can only be done at the right time and place. ”
Yu Jingmin also said that their ultimate hope is to promote the subscription model in China, "we are actually moving towards subscription", but due to the current restrictions on licenses, service systems and other factors, "today can not be done in one step." ”
At present, SAIC Volkswagen has given a buyback of three years, and they are also considering whether it can be extended to four years in the future. Yu Jingmin said.
It's not easy. The "maximum 6% off" is based on the promise that the vehicle itself is in good condition, but there are many uncertainties in the specific implementation of used cars. Under the current extremely involuted ** war, even id3 It is also unknown whether there will be further price reductions. "Six-fold is based on the current ID3 of **, Yu Jingmin said, even in the future ID3 If there is a price reduction, they will also bear the difference.
Three years later, how to solve the problem of a large number of repurchased used cars is also one of the problems. SAIC Volkswagen believes that based on SAIC's own huge business system, this part of the second-hand cars can continue to circulate. For example, used cars can be sold through SAIC's dealers. In addition, these vehicles can also continue to be put into the operation system, SAIC has a mobility platform Xiangdao Travel, and can also cooperate with external online car-hailing platforms.
I think these are very operational," Yu Jingmin said, adding that there are definitely risks, but they are betting on the credit of the entire SAIC Group," id3 This market offensive is not just for the sake of **, but to make a new and more perceptual service model. ”