, November 22 (Chinanews Finance and Economics Ge Cheng) Under Tesla's two consecutive rounds of "price offensive", recently, many car companies have launched preferential policies for their new energy vehicles.

The most striking of these is Mercedes-Benz, which dominates the field of traditional luxury fuel vehicles.

  "One stone stirs up a thousand waves", and the "price cut tide" of new energy vehicles is really going to come as scheduled?

Data map: Tesla Motors.

Photo by China News Agency reporter Yi Haifei

Price reduction methods "each has its own merits"

  First, the price of some of its models was reduced by up to 37,000 yuan, and then an insurance discount of up to 8,000 yuan was introduced. Tesla's price reduction "combination punch" can be described as menacing.

Such "turbulent" price cuts have also caused dissatisfaction among some car owners who have paid deposits.

At the same time, Tesla also adjusted the delivery cycle of some of its models from a maximum of 4-8 weeks to 1-5 weeks.

  Mercedes-Benz has significantly lowered the guide prices of many of its pure electric vehicle manufacturers, among which some models have been reduced by more than 200,000 yuan.

For customers who purchased related models before the price reduction, Mercedes-Benz also stated that it will provide an exclusive subsidy plan based on the difference between the purchase invoice amount and the adjusted manufacturer's suggested retail price.

  Different from the "direct drop" method of the above-mentioned car companies, Xiaopeng Motors chose to adjust the equity structure and final payment ratio of some models.

The relevant person in charge told Zhongxin Finance, "The total equity of each model is flat or slightly lower than before."

Data map: New energy vehicles.

Photo by Wang Yizhao

Why did the "rich" Mercedes-Benz

cut prices


  According to data from the Passenger Passenger Association, from January to October 2022, the cumulative sales of Mercedes-Benz pure electric vehicles will be less than 14,000, while the sales of Tesla, which is similarly positioned in the new energy field, will exceed 335,000.

  "Traditional luxury car brands, including BBA, have not performed satisfactorily on the new energy vehicle track." According to Cui Dongshu, secretary-general of the Passenger Federation, traditional luxury brands have not formed the previous brand influence in the field of new energy vehicles. force.

  "Mercedes-Benz's performance in the field of new energy vehicles was hard to imagine before. As a luxury brand, being the first to follow Tesla in price cuts can be regarded as 'asking for directions'." Liu Liu, a market analyst who has worked in the automotive industry for many years The husband told Zhongxin Finance and Economics that the main purpose of Mercedes-Benz's substantial adjustment of model prices this time is to increase sales in the high-end new energy segment.

  Take the Mercedes-Benz flagship sedan S-Class in the field of traditional fuel vehicles as an example. It has established a solid "business" image in China, and the phenomenon of "supply in short supply" often occurs when it is replaced.

But in the field of electric vehicles, EQS of the same level has not been able to establish such influence.

From the image point of view, this car is neither "business" nor "fashionable", and the price of high-end models exceeds one million, so it is difficult to form recognition among high-end people.

  "It is difficult to achieve the purpose of boosting sales only by lowering prices. On the contrary, it may also affect the brand's 'high-end' image." Mr. Liu further pointed out that the key to boosting sales is to establish a clear image in the minds of consumers.

Data map: New cars on display at the auto show.

Photo by Liu Lixin

Will consumers "get in the car"?

  With the above-mentioned many car companies announcing price cuts, the pressure is now on the side of the "no price cut" car companies.

Zhongxin Finance visited a number of dealers and found that many new energy brands, including Ideal and BYD, which were previously "firm" in pricing, have loosened in terms of down payment ratios, terminal prices, and insurance policies.

  "The price reduction of new energy vehicles represented by leading high-end new energy car companies in October will also bring new demand to the new energy vehicle market in November." According to Cui Dongshu, secretary-general of the Passenger Federation, some new energy vehicles With a large drop and strong brand appeal, follow-up auto insurance subsidies or increased terminal promotions will help boost short-term sales of new energy vehicles.

  "In the eyes of consumers, when a new car has similar parameters, hardware and configuration, the cheaper the better." Mr. Liu said, therefore, the "price war" provoked by car companies is undoubtedly good news for consumers. It will also further boost the sales of mainstream new energy vehicles.