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Recently, Li Jie, general manager of Dongfeng Citroen brand, said in an interview with Shanghai car owners: "No enterprise is willing to win the market through a price war. This must be a short-term behavior." in the end, we have to return to the value of goods and vehicles. "

At the same time, Li pointed out: "price war" must be harmful to the brand, so Citroen did not cut prices entirely. The mainstream models Versailles C5X and Tianya Beyond models did not cut prices, but maintained the original price system. For French brands, or Dongfeng Citroen, the reason why it can attract a lot of attention in the process of price reduction, from another point of view, is that we recognize the value of brands and products. In the end, we will continue to provide customers with goods that exceed expectations and are worth more than they expect. In the long run, in the era of excess traffic, our action has attracted more attention, which is also a good thing for the development of the brand itself.

As we all know, in March this year, many brands of Dongfeng Motor Group participated in the car subsidy activity when Hubei Province started the car purchase subsidy activity. According to incomplete statistics, Dongfeng Honda, Dongfeng Nissan, Dongfeng Citroen, Dongfeng Peugeot, Dongfeng Fengshen, Dongfeng Lantu, Dongfeng Fukang a total of 7 brands 58 models participated in car purchase subsidies. Of course, the most interesting thing about this event is the topic of buying a Citroen C6 for 120000 yuan.

According to the subsidy intensity of the activity, you can get a subsidy of 90,000 yuan to buy Citroen C6. Referring to the guidance price of the Citroen C6 is 268-275900, the subsidy of 90, 000 yuan means that you can buy a B-class car for just over 120000. The subsidy activity has also increased the sales of Dongfeng Citroen C6 to a certain extent. According to relevant data, Dongfeng Citroen C6 sales in March were 1259, up 436% from a year earlier, directly exceeding nearly 50% of total C6 sales in 2022, with a cumulative sales of 2688 C6 models in 2022.

Relevant data show that the Citroen C6 went on sale in December 2016 and was built based on PSA Group's latest No. 3 platform, with 1.6T and 1.8T power respectively, with a price range of 22.68-236800 yuan. Since the launch of the Citroen C6, its sales figures have not been satisfactory. Relevant data show that the wholesale sales of Citroen C6 from 2017 to 2022 are 6380, 3925, 2431, 1573, 975 and 2688 respectively.

It is worth noting that Dongfeng Citroen not only its C6 sales performance is poor, its overall sales are not satisfactory. According to relevant data, Dongfeng Citroen sold 2390 vehicles in January 2023, down 64.58% from January last year, when it sold 6689 vehicles. Or in this context, Dongfeng Citroen also had to take price reduction subsidy activities to increase sales. Although Dongfeng Citroen's sales have been improved in the short term under the promotion of subsidy activities, in the long run, we have to return to the value of the vehicle itself.

In response to the recent price war among car companies, many people in the industry said: although the current market competition is very fierce, the real competition depends not only on price competition, but also on the capacity and efficiency of the whole system. The price of each brand will eventually return to the value itself, what car companies should really start is the value war. For new energy vehicle companies, they should pay more attention to product definition, research on three power systems, intelligence, energy system and so on, and take a long-term view.

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