Luxury car dealers grab the entry-level market cake fierce competition

Since the beginning of this year, the sales of luxury cars have grown rapidly, and the price reductions have also increased. The reporters found that the current price competition of luxury cars is mainly concentrated on some entry-level models, and the discounted prices are almost equal to some of the joint venture brands. In this regard, some professionals believe that the price of entry-level model of Haohua brand is close to that of civilians. It is intended to allow consumers to buy a car in one step. The distributors, while digesting the inventory, have expanded their market share and also earned after-sales service in the future. Maintenance profit accumulates customers.



The reporter visited the market and found that entry-level luxury cars such as Mercedes-Benz Class C, BMW 3 Series and X1, Audi A4L, and Volvo S60 have entered the 300,000 yuan price range.

Reporter learned in a Mercedes-Benz 4S shop, Mercedes-Benz C-class main models for the 2.0L displacement of the three models, the current price higher the greater the discount model, which can be discounted C180K 1.6L 1.6 million, and C200 The maximum discount can be 90,000 yuan, the price after the discount is comparable to some joint venture brands in the high-level car. In addition, the BMW 3 Series also began to offer substantial discounts, with a total discount of 50,000 yuan to 100,000 yuan, and a minimum of less than 250,000 yuan for the 318i leading version of the discounted model, and a 40,000 yuan discount for the Audi A4L. The price is highly competitive. force.

At the same time, in order to compete for the market share of mid- to high-class cars, various luxury brands invariably launched a low-interest-rate financial plan to stimulate some consumers who plan to purchase joint-brand medium- and high-end cars to “fewer money and buy more luxury. Car."

According to reports, at present, Mercedes-Benz Financial has launched a "low-interest interest-subsidy program" for both the C-class and E-class. Taking the E200L elegant model with a factory guide price of 488,000 yuan as an example, the dealers will offer a discounted vehicle price to 355,000 yuan and launch a variety of instalment programs. The most favorable one is a 30% down payment for consumers and you can enjoy the free. 24 months payment.

In addition, Audi and BMW also launched their own preferential financial car purchase programs. Among them, the Audi A4L can enjoy a minimum daily minimum of RMB 56. At the end of the period, it can choose to pay off in one transaction or apply for an extension. BMW has introduced a scheme with a minimum interest rate of 1.99% for each sedan.

Analysis of the industry, all indications that this year's major luxury car brands, especially the entry-level luxury car's low-cost marketing strategy will continue. In the past few years, customers who purchased mid-to-high-class cars had already reached the time of replacement of vehicles. When they bought cars again, they would look to higher-end luxury cars. With the introduction of more and more models, the luxury car's rich product line and increasingly affordable price will undoubtedly attract more consumers.

A luxury brand dealer admitted that in the second half of this year, the domestic entry-level luxury car market will enter a new stage of replacement. Lexus ES, BMW 3 Series, Audi A3 and other models will introduce new models, which will lead to fierce competition for entry-level luxury cars, luxury brands will enter the era of civilians.

"The future development of small-displacement luxury cars is vast. Entry-level luxury cars are also the main force for dealers to compete for customers. Therefore, they are now scrambling for entry-level market share, but also for the accumulation of large customer base for future dealers. Forgiveness.” The above sources said that as the major luxury brand automobile manufacturers added many dealers this year, so in the tightening trend of the market, each has accelerated the pace of down the structure of models, and in the entry-level models On the big fight sales promotion, which also allows more users to have the opportunity to buy a luxury car.