There is a big test in front of the "purchase tax halved" red envelope thrown out of the car policy

  At the beginning of June, the “big red envelopes” that reduced the purchase tax of some passenger cars by 60 billion yuan in stages are releasing their vitality, trying to make the Chinese auto market, which is in desperate need of bottoming out, quickly enter the “busy planting” period.

It is conceivable that with the launch of the first red envelope this year, the auto industry will usher in a series of favorable policies and market opportunities.

  On the one hand, the "Announcement on Reducing the Purchase Tax for Some Passenger Cars" issued on May 31 injected a boost to the release of consumption vitality. At the same time, the epidemic prevention and control situation improved, and the dual effect made the automobile market, which was once in a trough, finally finally. There is a little warmth; on the other hand, not only the country has begun to issue policies to boost the auto industry, but many local governments have continued to increase their efforts to send more "subsidy red envelopes" to consumers.

  "Consumer coupons have brought real popularity to physical businesses. Of course, we can't wait for 'pie to fall from the sky', and we must also find ways to contribute to driving consumption." Located in a 4S store near the East Fourth Ring Road in Beijing The sales staff told reporters that during the Dragon Boat Festival holiday, both the number of store entry and the number of orders increased.

  In his view, the "policy red envelope" that reduces the purchase tax of some passenger cars not only directly stimulates consumption, but also releases a signal to encourage consumption and boost confidence, which is like a "reassuring pill" for practitioners.

However, the reporter's investigation found that some dealers of some brands used their brains to take the opportunity to cancel price concessions, increase product prices, and even claim that "we will increase the purchase tax as much as possible."

  In fact, when the "big red envelope" of 60 billion yuan landed, a competition for the recovery of consumption and the survival of enterprises has begun.

Whoever can actively plan the promotion menu will be the biggest winner in this round of auto consumption recovery.

The scope of tax cuts is expanded, and improved consumption will receive more "red envelopes"

  Reducing vehicle purchase tax is considered to be one of the important means to promote consumption and boost market confidence.

In 2009 and 2015, the state has successively implemented the two-wheeled vehicle purchase tax reduction and exemption policy.

  The "Announcement on Reducing and Collecting Purchase Tax for Some Passenger Vehicles" issued on May 31 this year shows that in order to promote automobile consumption and support the development of the automobile industry, the purchase date will be from June 1, 2022 to December 31, 2022. During the period, the vehicle purchase tax will be halved for passenger cars with a displacement of 2.0 liters and below whose bicycle price (excluding VAT) does not exceed 300,000 yuan.

  "Compared with the previous two policies to reduce vehicle purchase tax, this policy has a wider scope of implementation and greater benefits." On June 2, at a special press conference on financial support to stabilize the economy Jia Rong'e, director of the tax department, said that in terms of the scope of implementation, unlike the previous two policies that only targeted passenger cars with a displacement of 1.6 liters and below, this time it was clearly defined as 2.0 liters and below, which is expected to have more than 8.7 million passenger cars. Policy discounts are available.

In terms of benefits, the preferential object of this policy is clearly a passenger car whose price does not exceed 300,000 yuan excluding tax, focusing on encouraging mass consumption.

  "This policy is implemented together with the policy of exempting vehicle purchase tax for new energy vehicles. On the one hand, it directly reduces the cost of residents' car purchases, which helps to release consumption potential and promote automobile consumption; The overall recovery and long-term development of the automobile industry have played a positive role in promoting." Jia Rong'e said.

  "The extension of the tax reduction to 2.0 liters this time should be the result of in-depth research by the relevant departments. Considering that the Chinese auto market has entered a stage of stock competition in the past two years, driving the growth of the auto market must first drive the demand for replacement and additional purchases. "Cui Dongshu, secretary general of the Passenger Car Market Information Joint Committee, analyzed that the implementation of the 60 billion yuan car purchase tax halving measure will bring multiple benefits to the consumer, circulation and production ends of the automobile industry.

He expects the policy to bring about 2 million additional car sales.

  In recent years, with the increasingly strict energy conservation and environmental protection policies and regulations, and the increasingly mature engine technology, the 2.0-liter turbocharged engine has gradually replaced the traditional 6-cylinder 3.0-liter engine and has become the "standard" for mid-to-high-end models.

  According to the data released by the Passenger Car Market Information Joint Conference, from the perspective of car insurance coverage in 2021, fuel vehicle sales accounted for 86%, and vehicles with a displacement of less than 2.0 liters accounted for as high as 84%, which is a veritable market force. military.

  Cui Dongshu said that the displacement of new cars launched in the past two years is mainly concentrated in 1.5 liters and 2.0 liters.

Among them, new cars with a 2.0-liter displacement have become the choice of many brands to leverage the mid-to-high-end market due to their stronger power and wider price range.

  "2.0 liters is the golden displacement in the fuel vehicle market." According to him, new cars with a displacement of 1.8 liters to 2.0 liters are mainly high-end models.

Among them, self-owned brands account for about 20%, luxury car brands account for 35%, and joint venture brands account for 45%.

In the fuel vehicle market with a displacement of less than 1.6 liters, luxury car brands account for about 5%, independent brands account for 44%, and joint venture brands account for 51%.

  Some analysts believe that the change from "1.6 liters and below" to "2.0 liters and below" not only expands the coverage of tax cuts, but also conforms to the market trend from popular consumption to improved consumption.

  The annual sales volume of China's auto market has soared from 8.41 million in 2009 to a peak of 24.2 million in 2017.

According to the traditional fuel vehicle replacement cycle once every 10 years, the consumer group who bought a car for the first time in 2012 will enter the replacement cycle this year.

  According to statistics from Changjiang Securities, from January to April 2022, the sales volume of passenger cars with a displacement of 2.0 liters and below not exceeding 300,000 yuan accounted for about 65% of the sales, accounting for more than 80% of the sales of fuel vehicles.

This means that the scope of this preferential policy covers almost all fuel vehicles, benefiting mainstream car buyers.

  Because of this, the policy of halving the purchase tax has just been implemented, and many auto companies have responded.

Some car companies announced that they would "pay out of their own pockets" to make up the other half of the purchase tax, so that consumers could truly "zero out the purchase tax"; some car companies said they would increase replacement subsidies and increase some zero-interest loans... The Eight Immortals Crossing the Sea, each shows supernatural powers.

In the dazzling rain of red envelopes, car companies have also tried their best to become the focus of consumers' attention.

Real subsidies or fake routines, consumers will vote with their feet

  "The promotion of supporting activities this time is more favorable than before." A Dongfeng Nissan salesperson in Chaoyang District, Beijing told reporters that on the night the "purchase tax halved" policy was implemented, Dongfeng Nissan quickly officially announced a series of preferential treatment The overweight action includes full purchase tax exemption for all models (excluding X-Trail), zero threshold for car purchase and deferred repayment, etc.

"It is equivalent to the current landing price, which is equivalent to the previous bare car price," she explained.

  However, the reporter's investigation found that while many car companies increased "subsidies", some brands also played tricks on consumers.

  "Starting from tomorrow, the prices of all models will be adjusted back, and the purchase tax will be reduced and exempted. Please communicate with customers in advance..." After a screenshot of the WeChat chat of the manager of a 4S store of a suspected brand leaked, it caused a lot of heated discussions.

  "The state's move is to promote consumption and stabilize employment, not to let you raise prices overnight to make money for yourself." Some netizens commented that no matter car companies or dealers, they should not take the "principle" of promoting consumption. It's crooked, let alone play the trick of "wool comes from sheep", making consumers who should enjoy the dividend of the purchase tax halved policy become a background board.

  Bai De, an independent car commentator, said that if this happens, consumers can make multiple comparisons to see whether the strength of the discount matches the popularity of the model.

"Whether it's looking for competing models in the same class, or stopping and watching for a while, consumers can vote with their feet and not pay for these little tricks."

  He reminded that in recent times, the policies to promote automobile consumption from the central to local governments have basically exceeded the expectations of the market and the industry.

  According to incomplete statistics, since the beginning of this year, Shanghai, Shenzhen, Guangzhou, Tianjin, Changchun, Zhengzhou and other places have introduced policies to release the vitality of local auto consumption.

The reporter learned that the current policies issued by local governments to stimulate automobile consumption are mostly in the form of subsidies.

At the same time, in order to further stimulate the new energy vehicle market, the auto subsidy policies introduced in various places are inclined to new energy vehicles.

  According to the analysis of BOCI Securities, considering that the scope of the purchase tax reduction and exemption is broader, and the suspension of production by car companies in Changchun, Shanghai and other places from March to May has resulted in the short-term suppression of some production and sales, it is expected that the purchase tax reduction and exemption will achieve a good stimulus effect. Annual passenger car sales are expected to grow.

  Changjiang Securities judged that considering the larger scope of this policy subsidy, the accelerated resumption of work and production due to the epidemic, and the demand for replenishment of warehouses, the passenger car market driven by the policy will recover rapidly, and it is expected to usher in a 6-8 month long period in the future. high growth.

To cheer up the consumer market, the automobile industry chain can "return with full blood"

  "We have been studying how to amplify the driving effect of policy dividends on automobile consumption and meet Chinese consumers' demand for high-end cars and high-quality travel." Recently, the relevant person in charge of FAW Audi told reporters that the company actively responded to the "About Further Release" Opinions on Consumption Potential to Promote Continued Recovery of Consumption" and the policy of reducing the purchase tax of some passenger vehicles in stages.

  Although the Audi Q7 as a luxury medium and large SUV is not within the scope of the "tax cut red envelope", due to its sensitivity to market opportunities and in response to the domestic reduction in the luxury medium and large SUV market, the Audi Q7 has Product repositioning will be implemented on the 1st, and the adjusted price range will be 632,800-804,800 yuan.

  The above-mentioned person in charge said frankly that this product repositioning should not only keep the product genes of the 2022 Audi Q7 unchanged, but also make consumers feel more sense of gain and value-added.

  "In recent years, 2.0T has gradually become the main power option for B-segment cars of luxury car brands, and most of them also meet the 'no more than 300,000 yuan' condition." Bai De predicted that, riding the east wind of the purchase tax reduction and exemption policy, Prospective car owners with a consumption upgrade plan can more easily own a high-end car.

"For Chinese consumers, now may be a good time to touch a luxury car."

  The above-mentioned person in charge of FAW Audi stated that since the implementation of the policy of reducing the purchase tax of some passenger cars, FAW Audi has made joint efforts through online and offline channels, actively coordinated resources of all parties, planned promotion models, and strived to make these policy red envelopes play. greater driving effect.

  As an important pillar industry of the national economy, the automobile industry has a long industrial chain, a wide range of employment, and a large consumption drive.

Stabilizing auto consumption is of great strategic significance to stabilizing the economy and employment.

  The China Association of Automobile Manufacturers calculates based on the weekly data reported by key enterprises that in May this year, the sales volume of the automobile industry is expected to reach 1.7665 million units, a month-on-month increase of 49.59% and a year-on-year decrease of 17.06%; Down 13.11%.

  Therefore, whether car companies can make good use of the "big red envelopes" of 60 billion yuan to reduce the purchase tax of some passenger cars in stages, effectively use multiple policy dividends from the central to the local, and whether local governments can better implement policies, this is It will not only determine the future trend of China's auto market, but also a big test that will affect the lives of hundreds of millions of practitioners and even the overall economic development.

  China Youth Daily and China Youth Daily reporter Xu Yajie Source: China Youth Daily