AutoBeta(AutoBeta.net)11/16 Report--

On November 15th, Mercedes-Benz officially announced that it would adjust the recommended retail prices of some Mercedes-EQ models, including pure electric EQE and EQS, from November 16, 2022.

According to Automotive Industry concern statistics, the adjusted manufacturer's suggested retail price of the new pure electric EQE model is 478000-534300 yuan, which is 50000-50700 yuan lower than the original 528000-585000 yuan; the adjusted manufacturer's suggested retail price of pure electric EQS is 845000-1.314 million yuan, which is 204,600-234,600 yuan lower than the original 1,518,600-1,079,600 yuan. The adjusted manufacturer's suggested retail price of the new AMG EQS 53 is 1.486 million-1.547 million yuan, which is 198600 yuan lower than the original 1.6846 million-1.7456 million yuan.

Overall, the highest price drop of Mercedes-Benz is more than 230000 yuan. From the strong price reduction of the two models, it also highlights the importance that Mercedes-Benz attaches to the Chinese market and its determination to transform to a comprehensive electrification. In response to this price adjustment, Mercedes-Benz officials said that after market trend insight and feedback, the market operation strategy was flexibly adjusted to match the changing market demand. For customers who buy the above models before November 16, 2022, Mercedes-Benz will provide an exclusive subsidy program based on the difference between the invoice value of the car purchase and the manufacturer's suggested retail price after this adjustment.

According to the official website, the current Mercedes-Benz EQ series models include EQC, EQB, EQA, EQE and EQS, of which EQC, EQB and EQA are all oil-to-electric models. On December 17, 2021, Mercedes-Benz EQS officially launched, positioning a luxury large pure electric car, is a real pure electric platform electric vehicle, the car launched a total of four models, respectively, EQS pioneer version, EQS pioneer version, EQS luxury version and EQS 580s On May 28th, 2022, Mercedes-Benz's first pure electric AMG model, AMG EQS 53, was officially launched. The car can be regarded as a high-performance version of Mercedes-Benz EQS model. It basically follows the design style of EQS model in appearance, and is equipped with front and rear motors in power, maximum power 484kW, peak torque 950N ·m, and CLTC with a range of 601km. The EQE, the first Mercedes-Benz product based on a pure electric platform, was officially launched on August 24, 2022 and competed with ET7.

Although Mercedes-Benz has launched a number of pure electric car products in the electric car field, the model sales are dismal. According to the data, Mercedes-Benz's sales in China in the third quarter of 2022 rose 37% from a year earlier to 210000 vehicles, with EQC, EQB and EQA selling 3057, 3918 and 3271 vehicles respectively, with an average monthly sales of only 300-400. as Mercedes-Benz's first product based on an all-electric platform, the EQE has sold only 1111 vehicles since its launch.

Mercedes-Benz has slashed the prices of its EQE and EQS models or to increase sales. Recently, driven by Tesla's price reduction, a number of car companies have announced to adjust the prices of their electric models or launch discount activities.

Today, AITO officially released the "time-limited order, lock national subsidy" policy. AITO said that if it is not completed by December 31, 2022 due to AITO cars, AITO will provide users with a differential subsidy of up to 11340 yuan according to the national purchase subsidy standard for new energy vehicles in 2022. At the same time, AITO also said that the scarcity car orders immediately lock the national supplement, 1-4 weeks of rapid pick-up, optional free, exclusive surprise rights.

On October 24, Tesla lowered the prices of Model 3 and Model Y on sale in Chinese mainland, by 1.4-18000 yuan for Model 3 and 2.0-37000 yuan for Model Y On October 27th, Volvo XC40 Recharge and C40 Recharge were adjusted, in which the official price range of XC40 Recharge was 27.99-319000 yuan, which was 1.00-13900 yuan higher than before, and that of C40 Recharge was 27.99-339000 yuan, up 1.1-23000 yuan. On October 31, the prices of some Changan Ford Mustang Mach-E models were reduced, ranging from 20000 yuan to 28000 yuan. On November 8, Tesla China released a poster saying that from November 8 (inclusive) to November 30 (inclusive), the final payment can be reduced by 8000 yuan if you buy the car insurance combination of existing cars and cooperative insurance institutions and complete the pick-up on schedule, and 4000 yuan from December 1 to December 31.

On November 11, it was reported that Xiaopeng Motor had also confirmed to follow the price reduction. In addition to the new G9 car, which just appeared on the market at the end of September, the final payment of G3i, P5 and P7 will be reduced by 14000-20,000 yuan. At the same time, some special cars with long storage age will be launched with special discounts. In this regard, the relevant person in charge of Xiaopeng Automobile responded that it only adjusted the rights and interests structure and increased the proportion of the final payment, and before the comparison of the total rights and interests of each model, it was flat or slightly reduced, so there was no argument for price reduction. However, people in the industry believe that although Xiaopeng does not directly adjust the price of the model, a greater discount is equivalent to a price reduction in disguise to a certain extent.

Judging from the price reduction and time-limited subsidy programs of various car companies, it is very rare to see an official drop of such a magnitude as the Mercedes-Benz EQ series. Industry insiders believe that the sharp reduction in the vehicle price of the Mercedes-Benz EQ series is mainly due to model sales that do not meet expectations. According to the latest data from the Federation of passengers, in October 2022, the sales of Mercedes-Benz EQC, EQB, EQA and EQE were 104,65,113and 426 respectively. It lags far behind the mainstream new energy vehicles on the market, and it remains to be tested whether the price adjustment can help Mercedes-Benz boost sales of the EQ series.

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