AutoBeta(AutoBeta.net)03/11 Report--

After Hubei Province launched the first shot of "car price reduction frenzy", local governments, car companies and dealers have opened large subsidy activities one after another, preferential subsidies are also getting stronger and stronger, and this price war has become more and more intense.

Yesterday, a promotional picture from a FAW Toyota 4S store in Shenzhen showed that since the table had been lifted and WHO was afraid of WHO, let's do it. Buy bZ4X and get Wechi free. The event will run from now to March 31. Due to the domineering copywriting and unprecedented discounts in the promotional map, terms such as "Toyota 4s store buy bz4x get free" and "Toyota 4s store respond buy one get one free" were instantly pushed to the popular search position on Weibo, attracting the attention of the majority of netizens.

In response to the event, the sales staff of the 4S store in Shenzhen told the media: this activity is real and it is over at present. A total of two Wechi cars were provided for the gift, and after the poster was released, the response was very hot, and it was soon given away, so the event was over. At the same time, they also said that they rarely launch such large-scale activities, and the current preferential policy for buying Toyota bz4x models is a discount of 50, 000 to 60, 000 yuan.

According to the auto industry's concern on FAW Toyota's official website, the current FAW Toyota bZ4X starting price ranges from 199800 yuan to 284800 yuan. It is understood that bZ4X is Toyota Electric strategically launched the first pure electric SUV, positioning medium pure electric SUV. The new car is handed over to FAW Toyota and Guangzhou Automobile Toyota, the two models are sister models to each other, in addition to different configuration names, appearance, interior decoration, power and other aspects are basically the same.

However, after the new car comes on the market, neither FAW Toyota bZ4X nor Guangzhou Automobile Toyota bZ4X market performance is satisfactory. After Tesla's big price reduction on January 6 this year, FAW Toyota bZ4X and Guangzhou Automobile Toyota bZ4X have launched preferential activities one after another. On February 9, Guangzhou Auto Toyota bZ4X launched a time-limited purchase activity with a direct drop of 30, 000 yuan from the manufacturer. On February 16, a FAW Toyota dealer also released a promotional map showing that the bZ4X limited time discount is 60, 000 yuan, and the FAW Toyota bZ4X price is 13.98-224800 yuan after the limited discount. Although the discount has been given, the market performance is still not improving. Figures show that only 1549 bZ4X cars were sold in February 2023.

The Weichi car, as a gift of this promotion, sells for between 73800 yuan and 94800 yuan, according to the official website. It is understood that Wechi is a compact car specially developed by Toyota for the Asian market, which was introduced into the Chinese market in 2002. As a small car listed in China, Toyota also attracted a lot of consumers' attention at that time because of its small appearance and novel design. However, in today's fierce competition for small cars, Wechi is no longer so dazzling. Related data show that the latest sales of Weichi cars in February 2023 were 3336.

I have to say that the activities launched by the 4S store are indeed very attractive to consumers. To buy the basic bZ4X model of FAW Toyota, for example, you can get a Weichi car with a price of more than 73800 yuan for only 199800 yuan. Or inspired by the poster, promotional pictures about GAC Honda Haoying buy one get one free, buy plug mixed movie Feido, Dongfeng Nissan buy one get one free, buy Loulan get Xuanyi free and other activities spread on the Internet today.

However, for the recent "crazy" car market, some industry insiders pointed out that this wave of price cuts since the beginning of this year is mainly affected by Tesla's price reduction. After Tesla's price reduction, many car companies have to reduce prices in order to maintain product competitiveness and increase sales. However, the price war can not bring long-term positive effect, the moderate reduction of product prices is conducive to stimulate consumer demand, but the adoption of a simple price competition strategy is not a long-term solution.

Indeed, if there is a long price war, the car companies will not be able to make a profit and will sacrifice a virtuous circle. Perhaps the current price cuts will only allow car companies to tide over the short-term difficulties, but then prices will gradually return to normal. In this regard, the Federation of passengers Cui Dongshu said: the current domestic passenger car sales data is relatively bright (such as new energy vehicles and exports are showing a high growth trend), but for the domestic traditional fuel car market is still relatively difficult, the intensification of industry competition, the strengthening of the substitution effect of new energy vehicles have brought great pressure to the major car companies, the domestic car market is facing a greater period of transition pains.

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