Japanese car leading automobile market price war may continue until the end of the year

Sylphy's highest discount of nearly 10,000 yuan, Corolla's highest discount of 25,000 yuan, the eighth-generation Sonata's highest discount of more than 30,000 yuan, the leader of Cheung offers nearly 40,000 yuan, think of Platinum Rui's highest discount of 30,000 yuan, Freddie's highest discount of 15,000 yuan, Bora's highest discount 1.4 million yuan ... In the past two weeks, the overall auto market prices continued to decline.

"From June to July, brands of Japanese cars resumed supply and started to sharply cut prices. Other brand models have followed passively, and the price cuts have continued to increase." Market participants expect that from the current market situation, this price cuts It is difficult to stop in the short term. "According to the current situation, in order to complete this year's sales task, all brands will not easily let go, and the price reduction wave is likely to continue until the end of the year."

Japanese cars lead the car prices continue to decline Asian Games Village Automotive Trading Market (hereinafter referred to as "Asian City") deputy general manager Yan Jinghui forecast, "If the overall situation of the auto market after July has not improved, on the whole, the Japanese car prices continue to decline may". Yan Jinghui said that in synchronization with Japanese cars, the price cuts of other brand models will continue to increase.

Su Hui, president of the branch of the China Auto Circulation Association’s tangible market, agreed with this. “If the auto market is not favored in the second half of the year, each car company will definitely continue to increase sales.” Su Hui said that in the first half of the year, the "frustrated" Japanese cars will spare no effort in reducing prices.

A few days ago, Toyota Motor (China) General Service Minister Yue Xiong said in an interview with the media, Toyota plans to start from July and August, to complement the unfinished production tasks in the first half. The heads of Toyota’s two joint ventures also said that the factory is currently working overtime and the sales target of FAW Toyota and GAC Toyota will remain unchanged this year.

In addition, although affected by the earthquake is not as severe as Toyota, but Guangzhou Automobile Honda also felt the pressure of sales. This year, with the launch of Beijing Hyundai's eighth-generation Sonata, Dongfeng Yueda Kia K5, Dongfeng Peugeot 508, Shanghai Volkswagen New Passat and other heavy-duty models, the domestic high-end car market is no longer the case of the Accord and Camry.

Guangzhou Automobile Honda is not willing to be overtaken by its rivals. Recently, Guangyi Honda executive deputy general manager Yao Yiming made it clear that Guangqi Honda will invest RMB 1 billion in the second half of the year to promote the Accord, maintaining a substantial discount from the Accord to stimulate sales to continue to increase, ensuring the Accord In the high-end car market sales status championship. “We are confident that this car will win the championship in the mid-size car market.” According to Yao Yiming, before this time, Guangzhou Automobile Honda has invested 2 billion yuan to subsidize Accor’s promotion.

Market participants said that the future Accord's preferential margin will continue to increase, and its competitors will inevitably follow the corresponding measures to deal with.

Although the price of most models has not yet bottomed out, although many models have cut their prices at the moment, Yan Jinghui believes that the prices of most models on the market have not yet bottomed out. “At present, Japanese brands are still in the sales recovery stage. To avoid continued sales decline, both the best-selling car and non-selling car will drive sales through increasing distributor discounts,” said Yan Jinghui.

Indeed, a survey by the reporter found that in the last half of the year, with the exception of a few tight models and a few models whose prices have already bottomed out, there has been a substantial increase in the discount rate for most models, and this trend continues. .

“The price of the car has dropped almost, but there is still some room for donation in terms of after-sales service and decoration.” A sales manager of a 4S joint venture company brand told reporters that in order to enhance their competitive advantage, they are trying to find ways to do everything they can. Increase promotional efforts. According to the manager, according to the situation in this year's auto market and the special circumstances of the Beijing market, manufacturers are considering giving dealers certain support, and dealers with factory support will spare no effort to promote sales.

Similar to the above-mentioned brands, the reporter found that many manufacturers that have indicated that they will not give too much support to the distributors in the second half of the year are formulating new marketing strategies. The person in charge of an independent brand 4S store told the reporter that after several communication meetings with distributors in July, manufacturers had already stated that they would introduce some new support policies to help dealers tide over difficulties.

It can be seen that under the pressure of Japanese car companies to support their dealers to reduce prices and promotions, it is difficult for other brand car companies to sell themselves in accordance with established plans. A market source stated that "the increase in factory support means that there is still room for falling prices, and dealers themselves will also flesh to increase the gold content of gift packages."

The price war may continue until the end of the year. All brand models have increased their promotional efforts. This has long been expected among major Japanese car companies. "No matter how others drop, our models will always be in the same position to lead the price trend of the models." A familiar Japanese car company 4S shop responsible person told reporters that the manufacturers of dealers in the second half of this year's instructions are clear, is not hesitate All costs increase sales.

"The loss of sales of Japanese car companies is not something that can be recovered temporarily, especially in such a market environment. Therefore, this price reduction wave is likely to continue until the end of the year." A market person predicts that as long as the Japanese car price concessions are not recycled , the overall market price promotions will be difficult to stop the car market. "This kind of response is passive and helpless, but it must be done." The market maker made it clear that in times of market downturn, even those brands with special advantages can't dare to be slower than others.

However, as more and more model prices have bottomed out, Yan Jinghui pointed out that the rate of decline in vehicle prices will continue to slow down. However, after reporters visited the auto market, they learned that, in order to meet with August, dealers have planned to increase car purchase packages.

“Given the maintenance, decoration, and insurance, although there is no cash concession, it is actually equal to the money for the owner.” A marketing manager of a 4S shop at Shanghai Volkswagen told reporters that now things are coming from various stores. The more affordable, "is what almost all consumers need to do after they buy a car." Therefore, on the whole, the price war is still increasing step by step.

"11" before and after the price or short-term stability, "the off-season is not short off in the most recent month, the auto market sales have slowly risen momentum, in September is likely to usher in a small car buyers peak." An expert said, in accordance with the automobile market practice, the National Day Before and after the festival is the sales season. "If it is not unexpected, it should be the same this year."

However, market participants also predict that after a brief period of stabilization, all brands of car dealers and distributors will make “final strokes” in the face of year-end impulses. "This year, even if the task is completed, it will be very difficult. The last one or two months is very important." The head of a Guangzhou Automobile Toyota 4S shop told reporters that it is almost certain that they will spare no effort in the next few months, not even at the end of the year. Will relax, "Not to mention sales directly determine the factory rebate."

"Now is the Japanese car drop, if the sales peak before and after the '11', it will be the first callback German car prices." An Asian city manager told reporters that the premise of the auto market price stability is in short supply, dealers only The price will be recovered when there is insufficient inventory, and "this situation may only appear on the German model this year."

The above management predicts that even if this is the case, the stability of the vehicle price will be short-lived, because from the current trend, it can be seen that in this year's overall cold environment, the popular German cars are no exception. A customer. He stated with certainty that "at present, the prices of many German cars have begun to loosen, and it is even more unlikely at the end of the year".