Deputy General Manager of Beijing Hyundai had quit for three years Liu Zhifeng, recent chain smoker. August 3, Beijing Hyundai official announcement of its new ix35 and win up to two SUV models official guide price reduction, ix35 full-line prices are down 2 million, new wins and reached the highest decline of nearly 30,000 yuan. This is the first time in eight years, Beijing Hyundai publicly announced the official price.
At this time, the outside world has begun on the performance of the first half of Beijing Hyundai Caterpillar 320D injector valve questioned. Data show that from January to June this year, Beijing Hyundai total sales of 510,300 cars, down 7.7%, only in June, Beijing Hyundai's sales fell by more than 30%. This makes a lot of pressure in charge of sales Liu Zhifeng.
In fact, sales pressure is not the only Beijing Hyundai family. There are statistics, in the 17 major domestic car prices, as of July 30, the successful completion of only four months sales targets, namely Changan Automobile, Geely Automobile, Chery Automobile and Jianghuai Automobile, a joint venture car prices in completion Best of Shanghai Volkswagen, 940,470 from the 950,000 sales performance of "objective examination" is almost the same, while other major joint venture car prices from mid-year mandate at least 5% of the gap.
Fast forward from the slow growth of the automobile market has made a lot of car companies realized the seriousness of the problem. Following the first price reduction in early Shanghai Volkswagen, set off a wave of price cuts official after the recent Beijing Hyundai, Beijing, Jaguar Land Rover and other car firms began to cut prices again, in addition to a large car began to dial in August and September, push bar market, With the price of car prices and hope the new two weapon golf a beautiful performance in the year-end report.
However, consumers are willing to pay for it?
Stock promote auto market bottomed out?
August 5, Nanjing, a long time to do maintenance poly-FAW Mazda 4S shop suddenly closed, the news one night overshadowed the upcoming Mazda new A Tezi.
This was the year the first N home because of poor sales and the collapse of the auto 4S shop. Data from the National Federation of Automobile Dealers Association showed that in the first half of this year about 90% of the dealers at a loss. Secretary-General of the Association Zhu hole Source expected, the future may be the 30% of the dealers out of business. Currently the country's auto 4S shop about twenty thousand, if the pre-sentence Zhu hole true source of the future closure of auto 4S shops nationwide will reach 6000.
Huge selling pressure has caused many dealers began refusing to mention the car manufacturers. Previously, car prices Yaku usual practice to improve performance, this year is no longer effective. "The first half of this year, the automobile market slowdown, in addition to the economic trend factors, many car prices in the first half of the stock is one of the reasons for digestion." Chamber of Commerce, the National Federation of Automobile Dealer Assistant Secretary-General Wang Ji told the 21st Century Business Herald reporter. According to past statistical principles, eliminate inventory vehicles are not included in the latest sales figures in car prices, many car companies earnings growth in the first half of this year does not look good.
But the situation is also changing. According to the National Passenger Car Market Information Joint Committee (hereinafter referred to by the Federation) latest data show that in July, though still keeping weak automobile market trend, but the passenger car market has stabilized retail sales rebounded by week. Statistics, July 1 --10 days, the average daily passenger Retail 28992, down 10%; July 11 --17 days, passenger cars were 32,546 retail day, down 6%; July 18 - 24, 2009, that number rose to 38,232, up flat.
"With the recent stock market decline, investment risk, normal consumption of the car began to return to reason, automobile sales growth should gradually pick up." Federation of the Secretary-General Choi Dong-tree said. Choi Dong-tree view of the market place in car prices. Many leaders in charge of sales of car prices in the automobile market to forecast the second half when, regard the stock market boom subsided factors added.
However, the pass-through effect of the stock market on how much the automobile market, experts can not yet give a clear anticipation, but the pressure in the second half of the task has already started to make a lot of car companies CEOs to take measures to accomplish goals. Among them, the price is still considered the most effective car prices bailout recipe. In addition to Beijing Hyundai, the Great Wall, Beijing, Jaguar Land Rover and other car firms are adjusting prices, car prices even by some of the heat off the current shutdowns, in order to further lower the actual capacity.
Invalid price policy bailout hopes
Previous markdowns car prices appear to be the most effective marketing techniques, but this year, but did not imagine the actual effect is so magical. According to JDPower latest research results show that there is actually a family car discount price trap. "In priced at 120,000 -16 thousands of mid-size car, for example, consumers in the Shipping 5000-10000 yuan range but also to maintain a relatively high satisfaction, but at 10,000 yuan to 20,000 yuan range of discounts inside, consumer satisfaction has not risen, but showing a downward trend. "JDPower Asia Pacific vice president and managing director of China Mei Songlin, told reporters.
For the first half of sales car prices data, took the lead off the official price surges of Shanghai Volkswagen, Ford and other car firms also did not taste the sweetness in markdowns. Shanghai Volkswagen difference 10000 is not completed medium-term objectives, while Ford total sales in the first seven months of essentially flat with last year, ending three consecutive years of high growth.
"No other car companies, allowed his rivals to occupy absolute advantage in terms of price. One price, and the other will follow, the end result is that we have lower prices, so-called price advantage will not be reflected." Said Mei Songlin When markdowns after losing the magic, quality, reputation and brand of their products will be the key factor in business competition. Thus, the introduction of new car prices will become another tool to stimulate the market.
From the end of July to early August, the new Focus, the new C4L, new 阿特兹, breeze X7, and so on a large dial Loulan new car concentrated market, in early September in Chengdu Motor Show, including the new Tucson, including popular models will also be another call push bar appearance. "The first half clear inventory after completion of the task, the second half a lot of car companies are trying to help New Arrivals sprint year-end target." A condition of anonymity, told reporters CEOs car prices, which makes automobile market in the second half will show a white-hot competition state.
In the huge market pressure, some car companies have already begun lobbying government officials hope that the authorities introduced bailout policies can help car companies and dealers weather the storm. "From the current situation, in order to restore high-growth auto market, unless the State introduced stimulus policies." The car prices veterans, told reporters that although the possibility as in 2009 1.6L purchase tax policy of re-introduction is unlikely, but without increasing the total vehicle premise that the introduction of policies to support trade and second-hand car, the car market still has huge benefits.
But China Automobile Industry Association Executive Vice President and Secretary General Dong Yang, this feedback is - "the introduction of the automobile market this year is zero possibility of stimulus."
Some car prices began to fuss promote their brands. Such as BMW, from August 1, enable "innovation" as the core of the brand new ideas "Wyatt miracle", hoping to strengthen the brand image of innovation leadership, which resonate with the younger generation of consumer groups.
"For a luxury car brands, the BMW brand in the end we have to understand in what kind of state, while Chinese society has towards what direction, what we desire in the end, what is needed is, and all this corporate communications and brand image is what it means, in order to better development. "said Unger, president of BMW Group Region China.
Now in order to have the leading edge in the future competition in the market, including a number of car companies including BMW's, the Internet has begun to drive, smart technology these young consumers most concerned about the latest technology, "injected" into the new generation of models were. "When barbaric growth era of the automobile market of the past, technology has become the measure of a future reserve road car prices ruler. Those who rely on low-quality, low-cost sales of vehicle brand, will gradually become history, technical strength in the competition will be the winner capital. "An industry source said on condition of anonymity, told reporters.