Japanese brands opened floodgates B-class prices fell across the board

"In the second half of the year, we will invest 1 billion yuan in sales promotion, making the Accord once again the champion of mid-to-high-class car sales." Yao Yiming, deputy general manager of Guangqi Honda, recently issued a signal that the Accord has already made a price In preparation for the war, at the same time, Yu Hongjiang, deputy general manager of FAW Mazda, repeatedly stressed on his personal micro-blog that he will still adhere to the Mazda 6 strategy of “preserving B and attacking A.” The long-term lack of a major action in the B-class market is here. It looks like "the smoke is filled with smoke."

In fact, after entering 2011, the competition in the B-class car market has always been a hot spot in the industry. In addition to the old car models as offensive, heavy new cars also followed, from the modern 8th generation Sonata to Kia's new Model K 5, followed by Shanghai Volkswagen and FAW-Volkswagen have also released the new Passat and the new Magotan, Dongfeng Peugeot has recently launched the 508, the fierce market competition from Needless to say, combined with the Japanese brand full production and achieve the full-year sales target The special circumstances and the combination of these factors made the B-Class price system fall almost completely across the board this summer.

Class B car decline ranked first in market segments
According to a data released by the consulting agency Anlu Qin, since the beginning of July, the price cuts for mid-to-high-end vehicles ranked first among all market segments, and the terminal discount index was -0.33, a decrease of 0.39 from the previous month. The amplitude is significantly larger than the A-class car. The smaller the terminal discount index, the greater the discount rate in the market, and the actual trend of the market.

In the Dongguan market, since Tianyi continued to use price policies to expand its market share since last year, it not only surpassed the Accord successfully, but also now threatened Camry's ranking in the Dongguan market. The current highest price for Tianzhu is even higher. Some time ago, the 25,000 yuan was raised to 30,000 yuan, and the favored model has also expanded from the original 3.5L top model to the entire system. Camry and Accord apparently will not easily give up, GAC Toyota dealers said that now Camry’s discount rate is also “in line” with Tian Hao, expanding to 3 million, in addition to fine gifts, after the discount, Camry 2.0L Displacement models are also on par with Mazda 6 and enter the 160,000 yuan range. Faced with such a huge rate of profit, GAC Toyota dealers said, “It is better to buy Camry than at any time in the past.” Guanghan Honda, which has always been conservative, could not hold on to prices this year. Yao Yiming’s policy subsidy of “1 billion yuan” Also began to land in various regions, the current Dongguan market Accord discount rate increased to 22,000 yuan and gifts worth 5,000 yuan.

In the lead of the Japanese top three, other B-class cars also responded with price cuts. The current Reiz offers a discount of 15,000 yuan, Mondeo - winning the highest discount of 18,000 yuan, and only half a month ago discounted only 5,000 yuan The new Regal and Xinjun Yue now also have “20,000 yuan deposit to 40,000” preferential activities, for the specified models can also directly offer 20,000 yuan in cash plus 5000 yuan fine.

New listing second-tier brand pressure is not light

In addition to the loosening of prices in the B-Class market this year, the listing of a large number of new vehicles has also aggravated the competition in the mid-to-high-end car market, which has also caused tremendous pressure on all participants in the B-Class market. "Now there are a lot of customers who come into the store to see the K5, but the number of people who actually order is still relatively small. We are also very worried about this." Dongfeng Yueda Kia dealers told reporters that because of the higher expectations of manufacturers on the K5 As a result, dealers have also experienced greater sales pressure, but for products that have recently entered the market, it is still a process that is accepted by the market. Correspondingly, the Dongfeng Peugeot 508 was formed. Since it is the same platform as the Dongfeng Citroen C 5, the technologies used are basically similar. The C 5 has a poor sales performance in the market. There has been a “lesson lesson” before it. Dongfeng Peugeot dealers They are also afraid to follow suit. “Compared with competitors such as Camry, our biggest problem is brand power. Therefore, we will adopt more contrastive experiences in the future, so that consumers can recognize that our quality is not inferior to our competitors. ."

Relative to the dilemma of the above new cars, the new Passat and the new Magotan, which have a certain market base, may be another matter. According to statistics, in July of this year, the new Passat sold 15,269 vehicles in a single month, lagging far behind the gap of more than 600 vehicles. Camry ranked second in sales of mid- to high-class cars, more than 3,200 more than the third-ranked Accord. In the Dongguan market, the relationship between the supply and demand of this car has also been unreasonable, and the car cycle is about 1 to 2 months depending on the model. FAW-Volkswagen dealers, Jetta, said that the new Magotan will be more actively involved in the competition between the commercial market and the government procurement market, in the form of a tour exhibition, to provide large customers with new magotan free trial to win large orders.

Reporter observation

B-Class Price War Butterfly Effect

The current auto market has become an organic whole, and the actions of any market segment will affect the entire automobile market. The new cars that are currently listed this year are mostly out of the ranks of the price war for the sake of their own brand image. However, this does not rule out that they will not join the group in the future. In particular, the new cars like the K 5, 508 have the pursuit of sales. The second-tier brands, after reaching a certain level of inventory, or when market share fails to reach the desired target, price reduction promotions will be inevitable.

Another noteworthy point is that the competition in the B-class car market may also divert the hot-selling SU V market. Although the SU V market has always been a segment with a strong sales momentum, it is under the trend of sharply lowering the price of B-class vehicles. Compared to the queuing in the SU V market, some consumers who originally intended to purchase SU V may choose to buy a mid-range sedan. In addition, many hot B-class car prices are dropping, but also directly impact on some of the more high-end A-class vehicles. The butterfly effect of the B-price competition is spreading.