AutoBeta(AutoBeta.net)03/14 Report--

Dongfeng price reduction wave swept the country, Volkswagen, Buick, Toyota, Cadillac, Roewe, Mingjue and other well-known brands are almost all through factory subsidies or dealer price cuts and other ways to participate. However, the overwhelming price reduction information instead triggered consumers' wait-and-see mentality, and many consumers expect that as the price war heats up, they will be able to wait for greater price cuts by car companies.

On March 13, a report entitled "the right to protect the purchase of ideal car users" was exposed online. According to the content, from now on, the ideal L-series (ideal L7, ideal L8, ideal L9) will be ordered through the official channel of ideal car. Within 90 days from the date of purchase, if the official price of the model purchased is reduced, the ideal car promises to take the initiative to return the price difference.

The ideal car sales store confirmed the above news, and the relevant sales staff said that at present, L7, L8 and L9 can all enjoy this policy, mainly to make it clear to consumers that the ideal car will not cut prices.

In fact, Li Xiang has made it clear through social media that the ideal car will not cut prices. Li said on Weibo on March 2 that the price of lithium carbonate would be cut sharply anyway because demand was far lower than expected, and that when netizens left a message asking "will the price be reduced ideally?", Li definitely replied "No". On the same day, Li Xiang said in an interview with the media that price cuts by car companies will not increase their own sales, but will only reduce the sales of their competitors.

The ideal L-series model "insurance agreement" does exist, but netizens' comments on it are mixed. Some netizens think that there is no guarantee that the ideal price will not be reduced after 90 days, while others think that keeping the price for 90 days is very conscientious, at least the ideal car has this attitude. Of course, some netizens think that the price protection agreement is unreliable, and the ideal car can use financial interest-free, insurance subsidies and other means to achieve price reduction in disguise without adjusting the official guidance price, but many ideal automobile retail centers and ideal car customer service all say that this kind of situation does not exist in the ideal car.

A number of automobile sales consultants pointed out that the ideal sales network is directly operated, and this model enables prices and policies to achieve a unified national standard to ensure the implementation of the insurance agreement; the traditional 4S store adopts brand authorization, the traditional dealer and the automobile mainframe factory is a cooperative relationship, it is difficult to effectively control terminal concessions, relatively speaking, it is more likely to use other preferential means to reduce prices in disguise. As for whether the "insurance agreement" will continue after the expiration, the relevant staff of the above retail centers all replied that "subject to the official release of information, no definite notice has been received."

In addition to the ideal car, NIO also promised not to fight a price war.

On March 14, car bloggers such as Weibo @ Changyan CY and @ Electric Planet Crab boss posted posts to NIO about the current "car price reduction wave", while Pu Yang, assistant vice president of sales and operations of NIO, also responded by making it clear that "in view of the current plunge in fuel cars, NIO will not fight a price war." As for the 90-day guaranteed rights and interests of the ideal car, Pu Yang said that he also saw it for the first time and thought about whether to give users a guarantee letter, but NIO has confirmed that the price will not change, and whether the ideal will reduce the price in 90 days. I'm not sure. I'm not sure.

Pu Yang believes that the current big plunge in fuel vehicles is due to periodic fluctuations caused by the transformation of cars to smart electric vehicles, and the main price cuts are joint venture brand fuel models with limited competitiveness of some products, and the periodic fluctuations brought about by this technological revolution can not be crossed through a price war, but need to adhere to brand value. In addition, Puyang is optimistic about the passenger car market for the whole year, believing that compared with last year, this big plunge in fuel cars will fade in a week or two, although it does not rule out the possibility that some brands will continue to have a big sale at the end of the brand. But it won't be industry-wide.

For users, car companies subsidize price cuts, and consumers can buy products at lower prices, which is undoubtedly a good thing, but for ideal, Ulay and other new power manufacturers, there is really no need to reduce prices. Fuel vehicles are sold at reduced prices, mainly because old models do not have much competitiveness, superimposed country 6B standards are about to be implemented, and finally clear inventory at low prices, while the new forces are basically rigid demand, production and sales by order system. Secondly, new power products do not belong to the same consumer group as traditional fuel vehicles, and it is difficult to have a huge negative impact because of the plunge of fuel vehicles. In contrast, ensuring the supply of the current market and ensuring the reputation of the brand is the ideal and what should be done by Ullai, which is also the reason why the two car companies do not participate in the price war. Generally speaking, price reduction is not a good thing, very firm not to participate in the price war can ease market anxiety, for brands and users of greater significance.

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