AutoBeta(AutoBeta.net)09/30 Report--

On the last day of September, SAIC GM Buick announced that the Buick E5 would be launched at a time limit of 169900 yuan. In terms of specific models, the limited time prices of the standard continuation version, the standard continuation upgrade version, the standard continuation audio-visual version, and the standard continuation audio-visual upgrade version are 169900 yuan, 171900 yuan, 177900 yuan, and 179900 yuan respectively, as a reference, the original official guidance price is 203900 yuan, 205,900 yuan, 219,900 yuan, 219,900 yuan. Compared with the guidance price and the time-limited price, the above four models all dropped by 34000 yuan.

The Buick E5 is the first Buick pure electric vehicle based on the Orteneng pure electric platform, positioning medium and large pure electric SUV, and mainly competes with FAW-Volkswagen ID.6 CROZZ and SAIC-Volkswagen ID.6 X models in the car market. The Buick E5 first went on sale in April last year, when it launched five models with a price of 20.89-278900 yuan. In October of the same year, the new avant-garde version of the Buick E5 sold for 169900 yuan, which was 39000 yuan lower than the original entry-level model. The launch of this version of the model also lowered the price threshold of the Buick E5 to less than 170000 yuan.

As a medium and large SUV, the Buick E5 changed the market's impression of traditional joint venture brands in appearance, and at the same time, the starting price of 170000 yuan was much cheaper than the models of the same class at that time, but the car did not make much waves in the new energy vehicle market, with retail sales of 20083 in 2023 and 6733 in the first August of this year.

This is not the first time Buick has introduced a "time-limited price". On September 24th, the Buick Anke Plus model also launched a time-limited price, which can enjoy a replacement subsidy of up to 25000 yuan (the state trade-in subsidy of 15000 yuan + brand replacement subsidy of up to 10000 yuan). The preferential prices are 169900 yuan, 179900 yuan and 199900 yuan respectively, compared with the original official guidance price (2299-259900 yuan). The corresponding model price is reduced by 60, 000 yuan.

At present, price war has become the main theme of the new energy vehicle market, especially since September, a number of car companies have launched "one-bite price" to step up promotion efforts, with the exception of Buick brands. Including SAIC-Volkswagen, Ford, Mingjue, Cadillac and so on. On Sept. 28, the new Cadillac XT5 launched a total of three models, with an official guided price of 39.99-459900 yuan and a time-limited price of 26.59-335900 yuan, with an overall drop of 12.4-134000 yuan. According to reports, in response to the "time-limited price" pricing strategy launched by Cadillac's new XT5, Xue Haitao, deputy general manager of SAIC General Motors, said that the purpose of the time-limited price of the car is to prevent internal rolls between dealers. Under the background of extremely inward price war and intensive listing of new cars, whether Buick brand or Cadillac brand put down their posture and take the initiative to participate in the "time-limited price" on the occasion of gold, silver and silver, it may also be helpless to get involved in the price war again.

Back to Buick, as SAIC GM's main sales brand, Buick currently sells a total of 12 models, but most of them are mediocre. Buick sold 19938 vehicles in August, followed by the GL8 PHEV with 4234 cars, followed by GL8 with 3689 vehicles, followed by Micro Blue 6 Pure Electric with 2962 vehicles, while Regal and Weilang, which once sold more than 10,000 cars a month, are now hovering around 1000.

Nowadays, with the rise of independent brands in the new energy vehicle market, independent brands begin to erode the market of joint venture brands, and joint venture brands are facing unprecedented market challenges. based on this, many joint venture brands also want to attract consumers by reducing prices. however, under the background that independent brands have become the mainstream of the market, price reduction is not necessarily useful. after all, consumers' examination of automobile products no longer stays on the price. It's the product itself. In the long run, only through rational competition and continuous innovation can we be in an invincible position in the highly competitive car market. Therefore, in the context of price reduction, car companies also need to invest more energy in the research and development of new technologies, and make more innovation.

According to the plan, by the end of 2025, Buick will launch five Autor platform models and SAIC GM will launch 10 models. It remains to be seen what innovation will take place in Buick brand sales.

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