The most dazzling news in the auto market in 2003 was the new car. By the year 2004, the biggest focus had become price cuts. Especially in the second half of the year when the auto market was relatively flat, the media and consumers tightened their hands and watched their eyes tightly. The price of each car is waiting for each price reduction. In the blink of an eye, it has already arrived in October. We may wish to make an inventory of some of the larger models for this year's price cuts. It should be noted that the quoted prices are all manufacturers' price cuts. Dealers' profit sharing and promotion are complicated due to the complexity of the situation and they are not the same in all situations. Decline: 25.9% General Spark price reductions On September 23, SAIC-GM-Wuling announced in Shanghai that the 0.8-litre SPARK had significantly reduced its price, with a manual stoppage of 45,800, and an automatic transmission of 62,800, with a maximum reduction of 25.9%. The 1.0 liter displacement SPARK was formally announced on the same day. The official reason: Spark achieved mass production. The localization of key components has progressed rapidly. The increase in production capacity and the rapid increase in the localization rate of the entire vehicle have directly reduced the cost of bicycles. Reporter's comment: Although the government has never formally expressed and acknowledged it, the industry, the media, and consumers always like to associate spark and QQ with each other. From the actions of both parties, it seems that this is indeed the case, that is, spark's price cut the first day, Chery QQ a 0.8L smart tiptronic version also quietly unveiled. From this point of view, the dispute between the spark and QQ mini vehicle market will continue to play. It is worth noting that Chery has always been good at price wars, and GM is known for its technology and brand name. However, this time it gives the feeling that the two parties have changed positions. The same is 0.8L, General has revealed the price cut flag, Chery has played a technical card. Decline: 16.3% Beijing Hyundai Sonata price reductions March 15 Beijing Hyundai announced that it will adjust the price of its main model Sonata series products: Sonata 2.0 manual standard model from 179,000 yuan to 172,800,000 yuan, Sonata 2.0 manual comfort by 19.8 million yuan fell to 188,000 yuan, Sonata 2.0 automatic luxury from 225,000 yuan to 21.28 million, while the flagship product Sonata 2.7V6 distinguished type from 265,000 yuan to 249,800 yuan. Sonata 2.0 automatic standard model will no longer be produced. On September 7, Beijing Hyundai's new pricing policy was announced to various news media in Beijing Hyundai Sales Headquarters. The full range of models this time the decline of about 10%. After two price cuts, the total decline of Sonata is already close to 30,000 yuan. The biggest drop is the manual standard edition, which reaches 16.3%. Official reason: The release of Beijing's modern new price policy shows Beijing Hyundai's efforts to satisfy the needs of users from the perspective of consumer demand. It also means that Beijing Hyundai will challenge the market with more competitive prices. Reporter commentary: Beijing Hyundai has always taken the Korean car's character superiority as the biggest selling point. As the prices of competing models in the market have fallen, Beijing Hyundai has also had to adjust prices accordingly. In fact, Beijing Hyundai’s two models have been extremely fierce in the market. Sonata faced the market's containment of several large and medium-sized domestic cars, and Elantra launched a fierce tug of war with Excelle. In addition, in the gap between the price cuts by manufacturers, dealers also have incentives to promote sales from time to time. This is actually a market pressure. Decline: 16% Audi A4 price reduction In mid-July, Audi manufacturers announced that they would enjoy discounts when they purchased the Audi A4 from July 22 to October 31. Customers who purchased 1.8T and 2.4 can receive Audi A4DTM commemorative packs including six CDs, leather seats and glass sunroofs worth 30,000 yuan. Users who purchase 3.0Quattro will participate in the "Audi A4 European Cultural Tour" with a discounted value of 45,000 yuan. On October 8th, FAW Volkswagen officially announced that from October 1st, its domestic Audi product line will start a “Try before you buy†promotional action: According to different Audi models, the minimum profit from 20,000 yuan. With the Audi A41.8T automatic transmission basic meter, the actual total profit of the two parties was 51,000 yuan, a decrease of 16%. Official reason: Inject vitality into the depressed luxury car market. From the actual situation of the company itself, the promotion scope and scale are fully based on the market and the consumer's psychological expectations, in order to get it once. Reporter commented: This is the first time in the domestic luxury car market for the first time in large-scale, large-scale promotion, and the adjustment is more adequate. In the long term, the luxury car market has almost never changed in price to ensure the stability of value and customer confidence. This move by Audi will undoubtedly have an important impact on this year's luxury auto market. In addition, the entire domestic auto market including luxury cars has been shrinking this year. On the other hand, more and more high-end cars have been introduced domestically, such as Cadillac, Tianhe, etc. Even the monopoly of FAW Audi Finally felt the enormous pressure of the market. Decline: 15.7% Chery Eastar's son price reduction Chery Automobile Co., Ltd. announced on September 15th: Chery Eastar 2.4AT series, 2.0AT series, manual block two-color Qiyun cars across the board cut prices. Among them, Dongfeng's son's maximum price cut amounted to 27,000 yuan, with the highest drop of 15.7%. Official reason: Chery plans to introduce new models of Oriental Sons during the year, and the current inventory needs to be digested. The price reduction is a substantial profit-free promotion of the factory. Reporter's comment: Chery cut prices frequently last year, and this year's half year's time has been kept on price. Even the price adjustments faced by many competitors are not slow. Chery’s current focus is on pushing new cars and improving its product line. Judging from the market reaction of Chery’s current models, the sales of its low-end models, such as QQ and Fengyun series, are very good. On the contrary, the high-end Oriental Son and Qiyun responded lightly. The price reduction is also in line with market behavior. Decline: 15.7% Dongfeng Citroen Elysee price cuts On April 8, Dongfeng Citroen announced the news of the full range of Elysee price cuts, a drop of 10,000 yuan -18,000 yuan. On June 17th, Dongfeng Citroen once again announced that the Elysee series models will cut their prices from now on. The price reduction will be as high as 12,000 yuan. After the price reduction, the minimum price of the car will reach 104,800 yuan, of which the main vehicle, the Elysee 16V, is a light interior luxury. The latest price of the edition was RMB 117,800, and the two cumulative price reductions were RMB 22,000, a decrease of 15.7%. At the end of August, Dongfeng was full of model dealers, and the Elysee discount was 5,000 yuan. In addition, its Shenzhen dealer launched a special Elysee X City Edition in July, priced at only 99,800 yuan. Official reason: Dongfeng Citroen is one of the important components of the "Caring for the Same Family" series of owners' actions. It is hoped that this will open up the distance with other competitors and maintain the advantages of competition. Reporter commented: The prices of Elysee listed on the market last year were generally considered high by consumers and the market responded flatly. Fortunately, after many consecutive price cuts from last year to this year, prices have fallen from the mid-range sedan area to the range of economical cars, and sales have also risen with price cuts. At present, Elysee has replaced the old version of Beverly and has become Dongfeng Citroen's best-selling car. Decline: 15% Hainan Mazda price reduction in the United States on July 15th, Hainan Mazda declared that in order to celebrate the user of Fujimian breakthrough 100,000 and the second anniversary of the listing, launched the non-profit activities, during the event to buy 04 Fumei new cutting-edge, elite users will receive 6600 Yuan discount, purchase premium users get 8800 yuan discount. On August 18th, Hainan Mazda launched the marketing campaign of “New Sea Horse, New Breakthrough—Products listed on the market and prices fully in placeâ€. The price of the entire company was reduced by RMB 10,000 to RMB 18,000, with an average decrease of 15%. And its subsidiary, Prima, also lowered the total amount by 10,000 yuan. Taking the 1.6L cutting-edge MT of the entry-level version of Formosa for example, from the 13.36 million at the beginning of the year to the current 11.36 yuan, the whole company dropped by 20,000 yuan, a drop of 15%. The official reason: The expansion of the factory's production scale has increased, and its capabilities in product development, support, manufacturing, logistics, etc. have been greatly improved, and overall costs have begun to decline. In addition, it is also a strategic adjustment made by Haima based on the market. Reporter's comment: This year's mid-range sedan is the biggest focus of the domestic auto market. Both the new car and the manufacturer's activities are basically concentrated in the price segment of 120,000-180,000 yuan. Although the sales situation of Fairway and Premarin has always been good, but in the face of Excelle, Elantra, golf and other opponents of the size of the action, naturally have to take precautions. In addition, after the listing of FAW Haima Motor Co., Ltd., the market is also eager for the voice and movement of the seahorses. Decline: 14.7% Fiat weekend wind price reduction Fiat March 17 announced the implementation of its brewing "thunderstorm", Palio, Siena, weekend wind three series of cars substantially reduced prices, the average price of more than 10,000 yuan The decline rate reached 12%; the highest decline for the weekend wind (1.3SGELX) from 129,900 yuan to 121,900 yuan, down 21,000 yuan, a decrease of 14.7%. Dealers from all parts of the country still have further concessions on the basis of price cuts by manufacturers, ranging from several thousand to one million yuan. Shenzhen dealers even more specialize in the launch of a special offer of 28,000 yuan. Official reason: The two-year anniversary of the launch will reward consumers. Actively respond to market challenges. In addition, Nanjing Fiat's rapid development in the Chinese market in the past two years and the continuous expansion of its scale have also provided possibilities for price reduction. Reporter's comment: This year's domestic economy car competition is extremely fierce, and the vast majority of manufacturers' days are not easy. The profit of the car is already thin, but in order to keep the market, we must also ensure price advantage. Fiat's several models have performed at a mediocre market. In the face of the frequent actions of competitors, price cuts have become the most effective method. Sun Yong was in the Chery's office shortly after he took office last year. He paid a price flag and the market responded well. It now appears that this fire also accompanied him to Nanjing Fiat. Decline: 14% Shanghai Volkswagen Polo price reduction situation Shanghai Volkswagen announced the beginning of the year to adjust the price of polo, including the new listing of sedan polo decline is very clear. On June 17th, Shanghai Volkswagen announced that its full range of products had been significantly reduced in price, with a maximum price reduction of 10,000 yuan. At this point, the minimum price of polo fell to 10.38 million yuan, and the two cumulative declines reached 14%. Official reason: Volkswagen won the Beijing 2008 Olympic Games official car partner, giving back to consumers. Reporter's comment: The two VW joint price reductions in the north and south have become the biggest price cuts in the auto market in 2004. It is not only the first time that the public has been arguing that the price is strong. The official price of the Chinese government has drastically reduced prices. It also involves two dozens of models and Volkswagen’s hundreds of millions of profits in China. In addition, the dealers unilaterally made profits to clear the goods. Passat and other models even exceeded the official price cuts. Shanghai Volkswagen's usual strategy for polo is to say that technology is not a price tag. However, two years of market experience has finally led them to discover that Chinese consumers not only want good cars but also cheap cars. Decline: 13.5% Price reduction of FAW-Volkswagen Golf On February 14, the FAW-Volkswagen dealers’ conference announced that golf will cut prices by 1,200-15,000 yuan. At the same time, the equipment for the 2004 golf car will be adjusted. On June 17, FAW-Volkswagen and Shanghai Volkswagen also announced that they lowered the prices of their products across the board, and golf reduced the price by 5,000 yuan. Two significant price cuts, the lowest golf price has dropped to 129,800 yuan, a cumulative reduction of 20,000 yuan, a drop of 13.5%. Official reason: The golf car has realized the conversion from the SKD production mode to the CKD production mode in advance, and has further improved the golf production capacity and output, significantly reduced the production cost, and has room for price reduction. Reporter's comment: Golf, which is claimed to be the world's best-selling car, has not been sold well at the beginning of China. The key factor is price. After a significant price reduction, golf's quality and cost-effectiveness have emerged. According to some dealers, after a substantial price reduction, the original inventory of golf was sold out. The momentum even surpassed Bora. Once again confirmed that "price is a decisive factor in the purchase of cars," this Chinese auto market theorem. Decline: 11.8% Shanghai Universe Regal price cuts On May 17, Shanghai GM suddenly announced that its Buick sedan series significantly reduced prices across the board. The average price drop for the Buick Regal Sedan and the Buick GL8 onshore business class reached 8%, of which, Regal 3.0GL reduced the price by 40,000 yuan, a one-time reduction of 11.8%. Official reason: "Bek broke through 2005" and implemented forward-looking price adjustments for the upcoming 2005 auto market battle. The prices were combined in advance for the first time in 2005. Reporter's comment: Shanghai GM's unpredictable price cuts on May 17th were the most successful and most influential ones. Shanghai GM's price cuts are not forced by market pressure. In fact, before the price reduction, sales of its various models were good. In addition, the rate of price cuts also caught all opponents by surprise. Shanghai GM’s successful marketing strategy has led to a surge in the sales of all its models. Its more important influence was to trigger consumers' doubts about the profitability of auto market in China and become the fuse of the auto market avalanche.
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