AutoBeta(AutoBeta.net)03/10 Report--

The BMW i3, a medium-sized pure electric car owned by BMW brilliance, was officially launched on March 31, with only one eDrive 35L model, with an official instruction price of 349900 yuan. The new car can be seen as a pure electric version of the BMW 3-Series, produced at the brilliance BMW plant and sold only in the Chinese market.

Recently, it is rumored that the BMW i3 has a substantial discount in many provinces and cities across the country. The price after the discount is 120000 yuan to 180000 yuan, which needs to be purchased in full. Among them, the price of BMW i3 is 160000 yuan in Sichuan, 150000 yuan in Guizhou, 155000 yuan in Hunan and 155000 yuan in Chongqing. Yunnan is the most outrageous, with a price of only 120000 yuan. In addition, Jiangsu, Jiangxi, Guangdong, Anhui, Hubei, Henan, Zhejiang, Shaanxi and other places will also open one after another.

In response to the online rumor of "BMW price reduction", a staff member of BMW's China Public Relations Department responded that BMW's market guidance price had not changed and dealers had their own pricing freedom, but had to check with dealers specifically. Some media asked, the sales staff of a 4S store in Chengdu, Sichuan said that this is false news, have not heard of this preferential policy, the current store discount for tens of thousands of yuan, the specific discount can be discussed in the store. In addition, Guizhou, Hunan, Chongqing, Yunnan and other 4S stores have said that there is no online preferential policies, this is false news. However, a salesperson at a BMW 4S store said, "We do have an event, and it was just launched in March. The BMW I3 eDrive 35L with a guide price of 353900 yuan is 248000 yuan."

The price of BMW i3 after the subsidy discount is 120000 yuan to 180000 yuan, which is really too outrageous, equivalent to a price reduction of 230000 yuan, but in fact, the discount of BMW i3 in the end market is not small, the discount range is basically about 8-100000 yuan. We have to admit that under the background of the strongest car purchase discount in the history of Hubei, the "stampede" of automobile products has become the norm.

Since March 6, the "Dongfeng" brand model has made the car market boil instantly due to high government and enterprise car purchase subsidies. The subsidy for 56 models of seven major brands ranges from 4000 yuan to 90,000 yuan, and the subsidy for the Citroen C6 co-creation model with the original guidance price of 211900 yuan reaches 90,000 yuan. plus purchase tax, license fees and insurance, Citroen C6 may eventually land at around 140000 yuan, the price is quite tempting and powerful.

According to related reports, many non-local consumers rushed to Hubei to buy Citroen C6 overnight, but 4S stores no longer give the opportunity to place an order. Some Citroen insiders said, "Citroen C6 is not the main selling model, the inventory is not large, after the subsidy, the production schedule of this car has been unable to come through."

Huge discounts have led to the explosion of Dongfeng models, and other car brands and provinces are also unable to sit down. So far, brands including SAIC Volkswagen, Buick, Chevrolet, SAIC Roewe, FAW-Volkswagen and other brands have also launched strong discounts, among which some models of SAIC GM Chevrolet can enjoy a subsidy of up to 70,000 yuan.

On March 9, BYD announced that a special time-limited marketing campaign will be held from March 10 to March 31, 2023. Song PLUS can enjoy a discount of 88 yuan for car purchase and a deduction of 8888 yuan for seals. At present, however, BYD has no plans to reduce the price.

According to incomplete statistics, at least 30 automobile brands have launched preferential policies recently, with the highest discount exceeding 100000 yuan, among which the number of joint venture brands is not low. There is a view that with the strong rise of independent brands with the help of new energy tracks, the competitiveness of joint venture brands in the domestic market has declined significantly, resulting in loosening of their terminal prices.

According to reports, Yan Jinghui, a member of the expert committee of the China Circulation Association, believes that the ultimate goal is to promote automobile consumption, whether it is government subsidies or increased incentives for car companies and dealers. "giving high discounts can stimulate the market in the short term."

It is worth noting that from July 1, the "National 6B", known as the most stringent emission standards, will also be formally implemented. This means that car companies that have previously made the transition to the "national six A" emission standard models must step up inventory clearance by July 1, and price discount is one of the most effective means.

As one of the national pillar industries, automobile plays a more and more important role in boosting domestic demand and consumption, stabilizing industry and economic development. Behind the overall car price reduction, it is the urgent need to boost the automobile market pressure, the inventory index continues to rise, car companies have to compete for customers at low prices to stimulate the desire of car consumption.

Cui Dongshu believes that the switching of national sixth b is a factor in the massive sales promotion in Hubei. At present, the improvement in the scale of people going to stores and ordering has achieved obvious positive results and played a propaganda role. In the short term, it may form a siphon effect on the sales structure of the central provinces, but in the medium and long term, the impact is small. "the campaign has gained so much attention that it has proved to be effective, and other provinces are likely to follow suit."

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