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Near the end of the year, the car market is extremely hot in December 2021 and January 2022, and many car companies have handed in good transcripts at the end of the year. However, the current automotive industry is still affected by the shortage of chips, and the supply of many brand new cars in the terminal market is seriously insufficient. Under this background, consumers have to accept 4S stores to increase prices to sell cars, bundled sales, compulsory consumption and so on in order to smoothly pick up their cars before the Spring Festival. Recently, some media have investigated more than a dozen car brands in view of the price increase of 4S stores.

First of all, let's take a look at the joint venture brand. before that, the automobile industry has paid attention to the price increase in Toyota race many times, and in the circle of car friends, many car friends have reported that there is a price increase in models such as Crown Lufang and Hanlanda, so what is the fact?

In a Guangzhou Automobile Toyota 4S store in Beijing, the salesperson introduced the booking situation of Sena: "plus 20,000 yuan decoration, the car can be picked up as early as March; decoration includes maintenance of film mats, etc." The salesperson said that there were no cars left before the Spring Festival, and the extra money could not be mentioned. So does Sina have to increase the price in order to pick up the car? "No, you can buy a car at an equal price, but it takes a long time to wait for a car, maybe half a year or a year. If you want to pick up the car earlier, you can only increase the price." In this regard, some netizens commented that buying a car has become a futures.

For Hanlanda, salespeople deny that there is a price increase to sell cars, because Hanlanda can only place a unified order on the official APP of Guangzhou Auto Toyota, and the offline 4S store only provides services such as car viewing and test driving. However, the Crown Lu Fang, as a sister model of the Hanlanda, has a different answer. 4S store sales staff said, "We do not increase the price, nor are we allowed to increase the price, but if you want to pick up the car early, you can voluntarily buy a decoration package, and you can buy about 12000 yuan in advance, of course, you can also evaluate the purchase, but it takes a long time to wait for the car."

Price increases for luxury brands are more common than for joint venture brands. At a BMW 4S store in Beijing, a salesperson said, "the price increases for different models are different. For example, the BMW 3-series long-axle version adds 13800 yuan, while the X5, X7 and 7 series all add 20, 000 yuan, 30, 000 yuan and 50, 000 yuan." According to the sales staff, the price increases of the above models are all in the form of decorative packages, including floor mats, film, crystal plating and hidden driving recorders. It is worth mentioning that although different models have different fare increases, the decorative packages are basically the same. In the BMW 4S store, many cars put "sold" paper in the front windshield, further creating a tense atmosphere and, to a certain extent, stimulating the psychology of consumers to increase prices to buy cars.

In Audi 4S stores, the price increase also exists, but the rate of increase is different in different 4S stores. Take Audi A4L as an example, the sales of one of the 4S stores said, "the original price of the decoration package is 16900 yuan, after the discount is 10, 000 yuan, must be added." In another 4S store, this decoration package is 6800 yuan after the discount. It is understood that Audi's so-called decoration package includes full-car glass quantum film, five-year warranty, foot mat, back-up box mat, car paint crystal plating, and driving recorder.

By contrast, there is no price increase for the Mercedes-Benz brand. In the Mercedes-Benz 4S store, the salesperson stressed many times that the Mercedes-Benz brand would never be bundled and forced to consume. However, the salesperson also said that due to the shortage of chips, Mercedes-Benz stock was insufficient and some models could not guarantee the delivery time. However, they will queue up for delivery according to the order order.

With the rise of independent brands, consumers will also consider their own brand models when buying cars, and the sales of some domestic models in the market are also good, so do independent brands also have price increases?

In the Great Wall Wei Brand 4S store, the salesperson said, "We absolutely do not have the situation of selling cars with price increases, and even if you find a price increase, you can report the price increase dealers to get a reward." In the 4S store, you can see the relevant Laobao notice to put an end to price increases. The same is true of tank brands. At the end of last year, a car owner complained about a dealer store raising prices to sell cars, and the dealer was eventually revoked by the authorities.

In the BYD 4S store, according to the salesperson, the full range of DM-i models have to wait for more than a month, of which some models of Song Pro DM-i have to wait about three or four months, and Tang DM-i has to wait about a month. However, BYD does not allow price increase to jump the queue to pick up the car: "the increase of money has to come in order, there will be no increase, and the manufacturer will not allow it." Put it up in order, you are you. " In addition, for example, Changan, Geely, Harvard and other brands, dealers have made it clear that they will not increase prices, and manufacturers are not allowed to increase prices.

In fact, price increase and selling cars is no longer an unspoken rule of the market. Before that, CCTV Finance has also visited a number of car 4S stores, visited Beijing Audi, Mercedes-Benz and Guangzhou Auto Toyota 4S stores, and found that price increases in 4S stores have become popular, performance models, MPV,SUV and imported cars are all key models for price increases.

According to the measures for the Administration of Automobile sales issued by the Ministry of Commerce in 2017, dealers shall clearly state the prices and service charges for selling cars, accessories and other related products in the place of business in an appropriate form, and shall not sell or charge extra fees in addition to the marked price. These fare increase items refer to the common fees such as licensing, depot, decoration and insurance when buying new cars, and consumers can not be forced to pay or tie-in. Yan Bing, director of Yun Tong Law firm in Beijing, said: consumers have the right to decide whether to accept a certain service and buy or not to buy any kind of product. Bundling is definitely not possible.

So why is it that price increases in 4S stores are still popular when the "measures for the Management of Automobile sales" have been issued for many years? In fact, the price increase can reflect the relationship between supply and demand in the market to a certain extent. when a car becomes a popular style, coupled with the influence of epidemic situation and shortage of parts, the relationship between supply and demand will be out of balance, and it happens to be at the end of the new year. in order to be able to pick up the car in advance, many consumers can only tacitly accept the price increase sales of 4S stores, the establishment of this behavior is not decided by the dealers themselves, but requires the participation of consumers. In other words, consumers have the right to refuse to sell cars in the face of price increases in 4S stores, but some consumers are willing to accept such behavior, which is difficult to restrain either morally or legally.

Of course, there is a price increase in 4S stores, which has something to do with car manufacturers, why can independent brands restrain dealers to avoid price increases, while joint venture brands are affixed with "suggested retail prices" to acquiesce in dealers' price increases? In the final analysis, it is related to the management of automobile brands, this kind of price increase not only damages the brand image and consumer favor, but also disturbs the normal order of the market.

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