Auto market welcomes "Golden Nine, Silver and Ten" 4S stores for profit promotion

　　During the "Double Festival", the American and German departments have a large discount; the auto market has recovered significantly, and a sales consultant said that the degree of recovery is far beyond expectations

　　"There is no winter that will not pass, and no spring will not come." This sentence cannot be used to describe the car market in the second half of the year.

The auto market, which has experienced the haze of the epidemic, showed clear signs of recovery in the second half of the year.

　　During the "Double Festival" period, the dealers 4S shop prepared adequate policies and launched price promotions.

A few days ago, the Shell Finance reporter of the Beijing News visited the 4S stores of many car brands in Beijing and learned that the traffic of car dealers to the stores has picked up, and each brand has different levels of terminal discounts.

In general, the discounts for American cars are large, while the discounts for Japanese Honda and Toyota are relatively small. The discounts for German, Korean and independent brand cars are mostly between 10,000 and 30,000.

　　Wilson Automotive Data Analysis Agency predicts that thanks to factors such as new product launches and Golden Week holiday promotions, the passenger car market sales volume in October is predicted to be more than 1.78 million, a year-on-year increase of 3.5%.

　　Beijing News Shell Finance reporter Wang Linlin

　　The German BBA offers large discounts, and Mercedes-Benz models offer up to more than 90,000 discounts

　　Among the American brand cars visited by the reporter, SAIC-GM Buick has the largest discount.

According to Ren Wanfu, an analyst in the automotive industry, the rebound in sales of SAIC-GM Buick is directly related to the intensity of preferential treatment.

　　A consumer consultant at a SAIC-GM Buick 4S store in Beijing told reporters, “Cash discounts are mostly more than 30,000 yuan, and cash discounts for individual models exceed 50,000 yuan. Because of the pressure on sales, they are now selling cars at a loss.” Take the Weilang model as an example. For example, the 2.0T dual-clutch luxury type has a cash discount limit of up to 55,000 yuan. In addition, it also comes with service discounts including extended warranty.

　　Changan Ford, which is also an American brand, has less preferential treatment than GM.

According to a sales consultant at a Changan Ford 4S store in Chaoyang District, Beijing.

"The basic discount is between 10,000 and 40,000 yuan, and some models of Mondeo on sale can be discounted by 45,000 yuan." However, there are currently some models of Changan Ford that are not available in stock, so you have to wait to buy a car.

　　According to a number of dealer stores, the German and Japanese brands have performed better so far this year.

The reporter visited and found that among the German brands Volkswagen and Skoda's preferential rates were relatively stable, basically ranging from 20,000 to 40,000.

According to a sales consultant at a SAIC Volkswagen 4S store in Daxing District, “Touryue offers up to 41,000 during November, and you will also get gifts when you book a test drive. If you buy a car in installments, you can pay a down payment of 20% and enjoy 2-year interest-free installments. ; If it is a replacement, there are other discounts." FAW-Volkswagen’s preferential activities are basically the same as SAIC-Volkswagen.

　　In contrast, BBA and other luxury brand models generally have higher discounts. For example, the discount for Mercedes-Benz E-class can reach 93,000 yuan; the discount for Audi A4L is about 60,000 yuan, and the car will also give a gift package; BMW X2 discount The intensity is between 50,000-70,000 yuan.

　　There is a trend of differentiation in the preferential power of Japanese brands.

Honda's preferential efforts are mostly between 10,000 and 25,000 yuan, and there are no discounts for individual models. For example, some models of Haoying can be discounted by 12,000 yuan, but Accord is not discounted for some models.

Toyota has relatively few discounts. For example, Corolla and Asia Dragon have discounts of 3,000 yuan and 5,000 yuan, but there will be gifts; IZOA's discount is about 15,000 yuan.

　　Compared with Toyota and Honda, Dongfeng Nissan's preferential policies are more attractive.

According to a sales consultant at a Dongfeng Nissan 4S store in Daxing District, “Teana can offer a discount of between 28,000 and 33,000 yuan, and the same brand replacement can earn points, and the points can be used as cash."

　　The passenger flow of Korean brands is less, and the top auto companies of independent brands have more discounts

　　During the reporter's visit, it was discovered that the passenger flow of Korean brands was relatively weak compared to other brands.

A sales consultant at a Beijing Hyundai 4S store said, "They sell cars at a loss, and the store will not offer too large discounts."

It is understood that the new Sonata sold in the store does not currently have a discount, and model manufacturers such as ix35 and Yuedong will give a subsidy of 3,000 yuan.

　　Compared with Beijing Hyundai, Dongfeng Yueda Kia has less passenger flow, but the discount is large.

The reporter learned from a Dongfeng Yueda Kia store in Chaoyang District that the highest discount for some models can reach nearly 40,000 yuan.

　　Among the self-owned brands, the leading enterprises have concentrated passenger flow, and the preferential strength is also greater.

The reporter learned from a Haval 4S store in a family city that almost all models have cash discounts. The Haval H6 offers a cash discount of 25,000 yuan and the Haval H7 offers a cash discount of 27,000 yuan.

　　Geely's self-owned brands also have relatively large discounts.

The discount of a Geely 4S store in Chaoyang District is generally between 20,000 and 50,000. For example, the discount of Geometry A 2019 can reach 41,000.

　　In terms of new energy vehicles, the price of BAIC New Energy is relatively stable, and there are also certain preferential policies.

The reporter learned from a BAIC New Energy store in Chaoyang District that EC5 models can enjoy a discount of 30,000 yuan in consumer coupons, and BYD’s discounts are also around 10,000 yuan. In addition, the purchase of a car will also send a power card.

　　Signs of market recovery are obvious, and the degree of recovery exceeds expectations

　　The reporter learned in the process of visiting auto dealers that the auto market has recovered significantly, and the demand for auto consumption has gradually released.

　　According to data from the China Association of Automobile Manufacturers, in August the domestic auto market sold 2.186 million units, an increase of 11.6% year-on-year; of which sales in the passenger car market was 1.755 million units, an increase of 6% year-on-year. So far, domestic auto production and sales have been five consecutive months. Shows positive growth, of which the growth rate has remained above 10% for four consecutive months.

　　Chen Shihua, deputy secretary-general of the China Association of Automobile Manufacturers, said in an analysis that “the sales rebound in the auto market has mainly benefited from the stability and recovery of the national economic situation, as well as the promotion of consumer confidence by government policies to stimulate auto consumption.”

　　As early as February and March, the Ministry of Industry and Information Technology issued a series of documents to stabilize the automobile and other bulk consumer industries. Afterwards, various localities responded and introduced policies to stimulate automobile sales, such as direct cash subsidies, relaxation of license restrictions, promotion subsidies, support for automobile consumer credit, New energy is exempted from purchase tax.

Cui Dongshu, secretary general of the National Passenger Car Market Information Association, analyzed, “Thanks to the policies issued by the central and local governments to stimulate automobile consumption, which effectively releases the vitality of the automobile market, coupled with the profit-sharing promotion activities carried out by automobile manufacturers and dealers, It further stimulated consumer enthusiasm."

　　SAIC Volkswagen’s sales consultant said frankly, “Although sales are still declining so far this year, the market has recovered far beyond expectations. Passenger traffic increased significantly in September, and there is also great confidence in October.”

　　In the view of Zhang Xiang, an automotive industry analyst, “The rebound in sales in the auto market is largely related to dealers’ preferential promotions. Dealers’ 4S stores have adopted substantial discounts to attract consumers to buy cars. The practice of boosting sales will also hurt their operating profits."

　　Zhang Xiang's views are basically the same as what the reporter learned during the visit. Sales consultants of many 4S stores talked with reporters and mentioned "losing money to sell cars."

The sales consultant of Beijing Hyundai 4S store said, "The situation is not good now, and they are all losing money to sell cars, but there is no other way to lose money."

　　The China Automobile Dealers Association predicts that with the arrival of the "Golden Nine and Silver Ten" peak consumption season, the auto market will continue to rebound in September. It is expected that the retail sales of passenger vehicles in the narrow sense will increase by about 8% year-on-year.

According to the analysis of Galaxy Securities, the traditional auto consumption peak season "Golden Nine and Silver Ten" will continue this year. The Beijing Auto Show will further drive auto consumption. The Golden Week of November will also stimulate auto consumption, which will support the release of auto consumption in the fourth quarter. The passenger car market The fourth quarter will likely continue to pick up.

　　The China Automobile Association predicts that subsequent government authorities will also introduce relevant policies to promote automobile consumption, but the direct promotion of consumption will be relatively weakened, and the pace of policy will also slow down. The pace of growth in the fourth quarter may slow down; Under the circumstances, the annual sales volume is expected to drop by about 10% year-on-year.