[Explanation] The annual "Golden Nine and Silver Ten" is the peak season for car sales. Dealers often need to adjust their marketing strategies in advance, but the situation in 2021 is really a bit special.
A few days ago, publicity posters or related messages about BMW, Mercedes-Benz, and Audi (hereinafter referred to as BBA) issuing fares and recycling used cars have been exposed on the Internet, which has aroused widespread public concern.
The reporter noticed that from the content of the exposed posters, the restrictions on "distributing fares and recycling BMW used cars" are: new cars on the license plate between January 1, 2020 and August 31, 2021, including BMW 3 series and 4 All models of series, 5 series and X3.
The number of vehicle kilometers cannot exceed 15,000 kilometers and there are no accidents, structural losses, etc. The deadline for the event is October 31, 2021.
On September 27, when the reporter visited many BBA 4S stores in Shanghai, he noticed that all models have been tightened or no preferential measures have been taken.
Among them, in the Mercedes-Benz 4S store on Xiangyang Road, Minhang District, the number of exhibited cars has decreased compared with the past.
The staff said that many models are out of stock at present, and it takes months or even longer to wait for the vehicle to be delivered.
[Concurrent] Reporter
It seems that there are a lot fewer cars in the showroom now?
Mercedes salesperson
Neither GLA nor GLB have cars, and they are all booked in advance.
(Moreover) the price has gone up, and it has increased by 10,000 to 20,000 than before, (because) the chip will be settled in the second half of next year.
[Explanation] The BMW 4S shop located on Lianhua South Road, Minhang District, took advantage of this special opportunity to carry out the exhibition hall decoration, and moved a limited number of exhibition vehicles to the outside of the exhibition hall.
[Concurrent] BMW sales staff
There are no discounts now, and there are no discounts for selling cars now.
reporter
Is it because of the lack of chips?
BMW salesperson
right.
[Explanation] The staff of many 4S shops visited by the reporter all said they had heard about the BBA recycling used cars by "distributing fares."
[Concurrent]
reporter
Repurchase at the original price. Do you have this 4S?
BMW salesperson
Yes, all cars within 10,000 kilometers can be repurchased at the original price.
Mercedes salesperson
After the repurchase, they sold it with additional money.
[Explanation] In 2021, the automotive industry is generally short of cores, and the production capacity of new cars is seriously insufficient.
BBA collects second-hand cars with "fare"?
Zhang Xiang, an analyst in the automotive industry, pointed out that no relevant information has been queried from official channels, and that this recycling action is mostly the wishes or behavior of dealers.
[Concurrent] Zhang Xiang, an analyst in the automotive industry
It may be because Mercedes-Benz and BMW have recently increased their prices. Now it has a lot of orders, but it cannot deliver the goods.
There is no car in its warehouse, it just buys back the quasi (new) second-hand car, and then sells it at a higher price, it can still make money.
I think this should not be done by car companies, but by dealers. It is for the purpose of making money anyway.
This should not have happened in the past, because once the car is sold, after the invoice is issued, even if it is not opened for one kilometer, its price will immediately depreciate.
[Explanation] Some media surveys show that buying a new car in the near future will not only offer discounts but also require higher fees.
Guazi second-hand car co-founder and vice president Wang Xiaoyu told reporters that from January to August 2021, the transaction volume of second-hand cars was 11.39115 million, a year-on-year increase of 40.38%.
At present, the price of second-hand car e-commerce platforms is stable, and there is no significant increase. Inquiries about some mid-to-high-end models have increased to a certain extent.
Factors such as rising prices of new cars and changes in supply and demand will affect the price of used cars.
He pointed out that if the tight supply of new cars continues to intensify and terminal prices rise, it cannot be ruled out that the price of used cars will increase.
In addition, some industry experts pointed out that chips, as high-precision products, have low standards for recycling and extremely high processing costs. Therefore, "fare" recycling of used cars cannot fundamentally alleviate the shortage of automotive chips.
Xu Yin, Kang Yuzhan and Zhou Zhuoao report from Shanghai
Editor in charge: [Lu Yan]