Luxury car "**" caused overall decline in car prices

As the saying goes, "One mountain cannot afford two tigers." Looking at the current domestic luxury car market, there are "three tigers" coexist.

Recently, with the Audi A3 listed in China, the three luxury car brands known as the "Three Musketeers," the Audi, Mercedes-Benz, BMW battle has become heated. Almost every hot-selling model of the company is "meat-pumping." In addition, the competition in marketing methods, price cuts, and customer services has become increasingly fierce. On the other hand, the "small-scale" struggle of the three major luxury brands has spread to the domestic joint venture brand market.

Closely to the new models followed

As the Audi brand entered the domestic market first, it has a certain advantage in terms of market share and brand building, and has been firmly occupying the top spot in domestic luxury car brands. However, in recent years, with two other "German hometown" Mercedes-Benz and BMW entering the Chinese market, Audi's status in the domestic luxury car market has gradually been challenged.

In the first half of the year, the Audi brand achieved sales of 110,000 units in the Chinese market, while Mercedes-Benz and BMW followed closely with 61,000 and 76,000 units respectively. However, compared with the growth rate, Audi increased by 64% year-on-year in the first half of this year, while Mercedes-Benz and BMW maintained a growth rate of 120% and 100%. Audi's original market share is gradually eroded by the other two opponents. The war of the three major luxury brands has become more fierce in the Chinese market.

In the face of increasingly intense competition, the three major brands of luxury cars continue to introduce new cars in order to gain the initiative in the market battle. Domestic Mercedes-Benz E-class long-axis version of the market, but 2 months, BMW and then push the new 5 series long-axis version of "close" hot pursuit; 2010 BMW 1 Series Sports Limited Edition is less than 1 month, Audi has played "moving card" The launch of the Audi A3 compact sports car.

In addition to seizing the timing of the launch of new cars, the step-by-step pricing of the models is full of gunpowder. The Audi A3 starts at RMB 268,000, while the BMW 1 Series sports limited edition is priced at RMB 299,000. 300,000 yuan less than the price can buy Audi, BMW, so tightly pushed prices to make consumers happy, but also let the 25 million in the joint venture brand mid-level car deep in the embarrassing position.

High-speed cars under the pressure of lower prices

The result of the three major luxury car brands is that they will not give up any competition in the demolition car market and will not give up any market segment. Reduced prices become inevitable.

The current terminal market, whether Audi, Mercedes-Benz or BMW, has different degrees of profit distribution. The reporter learned from the dealers that the Audi A4L currently enjoys a discount of nearly RMB 10,000. The Mercedes-Benz C-Class also has a RMB 30,000 Rangli, and the BMW 3 Series has a discount of up to RMB 40,000. The price war between the luxury car brands at the top of the pyramid has a direct impact on the fluctuation of the lower tier-by-tier market. Especially for the high-level market of joint-venture brands, in the face of the heavy pressure caused by the constant decline in the prices of luxury brand models, there is no better way to lower the value of the brands. As a result, the domestic high-end car market has “slacked down”: Si Platinum Rui dropped by 22,000 yuan; Accord gave a profit of nearly RMB 10,000; Tianzhu’s highest discount was RMB 35,000; Hao Rui exceeded RMB 20,000; Camry’s reduced by more than RMB 20,000. The situation may not end in the short term.