AutoBeta(AutoBeta.net)08/17 Report--

Recently, many car owners have reported that Xiaopeng and ideal cars are carrying out terminal discount activities. The final payment of Xiaopeng car can be reduced from 5000 yuan to 10000 yuan, and some models also offer optional rights and interests of 3000 yuan to 10000 yuan. In addition, according to a number of offline sales staff of Xiaopeng Automobile, the discount activities in Xiaopeng offline stores continued from mid-July to mid-August, with the exception of the P7 Peng wing version, almost all the main models have cash discounts, with a direct discount of 5000 yuan to 10,000 yuan in the form of the final payment. In the option rights and interests, you can give away up to 10,000 yuan of optional points (1 integral = 1 yuan). The total discount of cash reduction and optional rights and interests can be up to 20,000 yuan.

On the other hand, the ideal aspect is to carry out insurance promotion activities worth 7000 yuan. In response to the news that the ideal car has launched an insurance 7000 promotion, the ideal side responded that it is true, and the promotional campaign was launched on August 14. It is worth noting that yesterday, ideal Motors released its second quarter results. According to the published data, the total delivery volume of ideal cars in the first half of this year reached 60403, with a total revenue of 18.29 billion yuan, an increase of 112.4 percent over the same period last year. However, the operating loss increased to 1.39 billion yuan compared with 944 million yuan in the first half of last year. This figure also means that for every car sold in the first half of the year, the average operating loss of ideal car is more than 23000 yuan.

Xiaopeng's disguised price reduction may have a lot to do with sales. Judging from Xiaopeng's early planning, Xiaopeng said its sales target for 2022 was to ensure that annual sales hit 300000. This means that Xiaopeng will achieve an average monthly sales of more than 20,000 vehicles this year. From the point of view of Xiaopeng's sales in the first half of the year, only 28% of the task has been completed. For Xiaopeng, if you want to achieve the sales target, you have to exchange the volume with price. However, the price-for-volume strategy is also likely to drag down Xiao Peng's impact on the high-end road. Compared with the bottom-up pricing strategy, price reduction may increase the profit pressure of G9 in the future, and also affect Xiaopeng's high-end brand tonality.

The ideal promotion in disguise may be related to the ideal L9 delivery. The delivery of the ideal L9 affects the market share of the ideal ONE to some extent. Shen Yanan, co-founder and president of ideal Automobile, has revealed that since its launch, the cumulative order of the ideal L9 has exceeded 50,000, of which the confirmed order has exceeded 30,000. It is not difficult to know that many of them are transformed from target customers who are ready to buy an ideal ONE, and people related to the ideal ONE also say that the order of the ideal ONE has indeed slowed down recently, and the delivery cycle has been shorter than that of last month. To put it simply, fewer people are buying the ideal ONE.

Of course, whether it is Xiaopeng car or ideal car, the goal of sales promotion is to increase sales. Of course, the price reduction is also related to the decline in the price of upstream raw materials and chips. According to the CCTV financial report, some chip prices are ushering in an "avalanche". The market quotation once rose to about 3500 yuan at one time, but fell all the way from a high price to around 600 yuan in 2022, a price drop of more than 80 percent. There are other different models of chips that have also fallen to 20 yuan from 200 yuan in 2021, with prices only 1/10 of what they were at the highest price.

For Xiaopeng car and ideal car price reduction activities in disguise, some industry insiders pointed out that the current price reduction may be related to the decline in the prices of some upstream raw materials and chips. However, as the overall cost of vehicle manufacturing will not fall in the short term, especially the price of battery raw materials shows no sign of coming down at all, the probability of a price war in the whole market in the second half of the year is very low. Cui Dongshu, secretary-general of the Federation of passengers, said that the price reduction of new energy vehicles is easy to cause dissatisfaction among old users, and the negative impact is too great, so it is not cost-effective to use price means to compete.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat