AutoBeta(AutoBeta.net)03/15 Report--

In March, China's auto market was unusually "lively", with at least 30 auto brands participating in the "price war", but some companies did not plan to follow suit.

On March 13, Ideal Automobile launched "Ideal Automobile User's Protection Rights and Interests". 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 the ideal car. Within 90 days from the date of order, if the official price of the purchased model is reduced, the ideal car promises to return the difference voluntarily. The ideal car sales store confirmed the above news, relevant sales personnel said, at present L7, L8, L9 can enjoy this policy, mainly to make clear to consumers that the ideal car will not reduce prices.

In fact, Li Xiang has previously made it clear through social media that the ideal car will not cut prices. On March 2, Li wanted to say on Weibo that lithium carbonate would have to be significantly reduced anyway because demand was far less than expected, and when netizens left a message asking "Is the ideal price going to be reduced?", Li wanted to definitely reply "No." On the same day, Li Xiang said in an interview with the media that the price reduction of automobile enterprises will not increase their own sales, but will only reduce the sales of competitors.

The ideal car chooses not to cut prices, perhaps related to its more prominent market performance. Take February sales as an example, the ideal car occupied the top of the new force with 16620 delivery results, with a year-on-year growth of 97.53%, including 7299 ideal L9 and 8192 ideal L8. It is understood that the ideal L9 is the first in sales of medium and large SUVs, and the second is Mercedes-Benz GLS with 1452 vehicles. The ideal L8 is also the first in sales of medium and large SUVs, followed by the BMW X5 with 7034 units.

In addition to ideal cars, many car companies have announced that they will not participate in price wars.

On March 15, Linkages issued a user purchase price protection clause, which shows that within 90 days of the user's purchase of Linkages from March 15 to April 30,2023, if the official guidance price of the purchased model is adjusted or the official rights and interests are adjusted, Linkages promises that the manufacturer will make up the difference on its own initiative.

On the same day, Zero Run, Nezha, Tengshi also launched official price-insured rights and interests, these three automobile enterprises are basically the same as ideal cars, Linkages cars, from now on, all through official channels order, within 90 days from the order date (inclusive), if the official selling price of the purchased model occurs price reduction or increase cash preferential policy, relevant automobile enterprises promise to actively return the price difference.

"We confirm that there will be no price reduction through ET5 reduction or equity reduction," Pu Yang, assistant vice president of sales operations for popular models including ET5, said in communication with the media, according to the financial news agency. Pu Yang said that when ET5 went public, he had mentioned whether he could achieve a lower entry price by canceling free electricity exchange, but Li Bin rejected it because Li Bin hoped Wei would bring users a sense of "worry-free". Therefore, NIO will not reduce prices by introducing single motor, lidar and other configurations, because "reducing price is not the way to win", NIO hopes to give users a high configuration and high quality of service experience from the beginning. However, NIO did not launch price insurance rights, because in Puyang's view, there is no need to issue price insurance rights, after all, the price of NIO related models will not only not be reduced within 90 days, but also will not be reduced for a longer time.

Since the beginning of the year, Tesla took the lead in price reduction triggered the follow-up of new energy automobile brands such as Xiaopeng and Wenjie, and then the price war spread from the new energy field to traditional fuel vehicles, and in March, the high government-enterprise subsidies of Dongfeng series brands in Hubei Province pushed the price reduction tide to a high point. According to incomplete statistics, nearly 50 automobile brands have joined the price war through official reduction, subsidies and other different forms. Price reduction measures can form a certain stimulation effect on sales volume in the short term, but it cannot become the normal state. Many consumers expect that with the warming of price war, they can wait for more substantial price reduction of automobile enterprises, but let some consumers have a wait-and-see mentality.

Ideal, NIO, Lingke, Nezha, Zero Run, Tengshi and other manufacturers have stated that they will not reduce prices, some automobile enterprises follow the trend, and more are most automobile brands are positioned as high-end brands, price reduction may damage the brand image to a certain extent, so it will not be easily involved in the price war, but what will happen in three months remains to be seen.

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