AutoBeta(AutoBeta.net)09/01 Report--

In the face of the downward trend of the market environment, the sales of various car companies have declined to varying degrees, but the luxury models on the contrary have bucked the trend in July this year. Prior to this, the new 3-series of BMW, which was just listed on the market, showed a "Waterloo" in sales.

According to the sales data from January to July this year, before the launch of the new-generation BMW 3-Series in June, sales fell from 10000 + direct Waterloo in April to less than 4000 units in May, and even dropped to 2543 units in June. It was not until July that sales slowly returned to 4000 +. In the face of this situation, the BMW 3 Series has to enter the price adjustment ahead of time.

Learned from the Internet, recently, some areas of BMW have about 20,000 price concessions. I have to say, as one of the heaviest models in the BMW family, it does attract a lot of consumers, and after this change, it has also been improved in various aspects, but it is true that the price just went public has discouraged many consumers from wanting to start.

The price of the BMW 325Li initial version (minimum) is close to more than 360000, and the 325Li M sports suit price is close to 400000, which is a big gap compared with the terminal price after the old 3-series discount. Even now the terminal price of the 5-series low-end model (for example, a general discount of about 40, 000) is just over 400000, which is about the same as the price of the new 3-series high-end model.

The market discount range of Audi A4L, the two major competitors of the new 3-series, is 70, 000, the discount for low-end models is just over 200000, and the arrival price of best-selling models is about 290000 yuan; Mercedes-Benz C-class market discount range of 60, 000, landing price range between 280000 and 320000.

Not only that, the new 3 series quickly became a popular style after listing, and price increases even appeared in some areas. It is understood that as it is a new car just on the market, so the production capacity is not enough, except for the first version (white) store has a small number of existing cars, the rest of the version basically have to wait one to two months after booking the car. If it is to be customized, it will take about four months.

From the point of view of the current discount of the new three series, it is really not sincere enough. Some consumers even mistakenly thought that the 320 version would be launched. However, according to the current situation, it is confirmed that the new BMW 3-Series has cancelled the 318 version of the old model and is equipped with a standard four-cylinder engine. And today's 325 version uses almost the old 320 version of the powertrain, so the chance of a 320 version in the new 3-series is almost zero.

The new 3-Series, which chose to be listed in the replacement period of the five countries and six countries, coincided with the peak of the price reduction boom in the whole industry. The three strong BBA brands have no brand influence to support the original price sales, and the new 3-Series is not the first model with a sharp decline in sales during the iterative period. Both the new A6L and the new Q3 have finally suffered from the bitter fruit of sales because of their strong prices.

In today's luxury brand market, price is the first factor that determines consumers to place orders. after all, when the product power is very strong, it is time to compare performance-to-price ratio. In the production bottleneck of the new BMW 3-Series, perhaps more consumers are still waiting and watching.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat