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the price war in the auto market has been going on for nearly two years. although automakers have launched a life-and-death competition, judging from the current situation, the price war has not yet reached its end and the smoke of war is still filling the air.

it is obvious to all that the two years when the price war was the most intense were also the two years when new energy developed the fastest. by the second half of 2024,the retail penetration rate of new energy passenger vehicles exceeded 50% for two consecutive months in july and august.the current fundamental situation is that on the one hand, independent growth is rapid, while on the other hand, joint ventures are failing.

after all, the competition between independent brands and joint ventures is also the competition between new energy vehicles and fuel vehicles, and price reduction competition is the cruelest aspect presented to the consumer end.

at the beginning, most people thought that the price war launched by car companies was probably a blitzkrieg, but now it has turned into a protracted war. the impact of the initial price reduction of 30,000 to 50,000 yuan for new cars does not seem to have much effect as we enter 2024.

now, no matter which brand wants to repeat the old trick and only reduce the price by 30,000 to 50,000 yuan, it will basically not cause any ripples, and even raise consumers' psychological threshold for price reduction.

in other words, trying to boost sales by lowering prices is like giving medicine to a patient, and it is undeniable that the initial effect is good. however, as time goes by, the consumer side will also adjust its consumption expectations in line with market trends, and over time, it will cause the consumer side to develop "drug resistance".

therefore, if we still want to boost sales by lowering prices, we need to reduce prices by a larger amount. but we must also understand that car companies do not want to reduce prices, but the goal is to reduce prices to promote sales.

recently, the new cadillac xt5 (hereinafter referred to as the new xt5) has started pre-sale. before the pre-sale of the new car started, the official cut its own price just for the sake of sales.

the official guide price is 399,900-459,900 yuan.a limited-time pre-sale price of 279,900 to 339,900 yuan was also given.given on the basis of the guide price120,000 yuan limited time offer,the magnitude of the price reduction is indeed worthy of attention.

driven by the development of new energy and price wars, people may initially think that the most affected market is the low-end market dominated by joint venture brands such as volkswagen, toyota, and honda. it is believed that the high-end market will be difficult to shake. however, with the launch of the new cadillac xt5, a second-tier luxury brand, with a pre-sale price cut by 120,000 yuan, people can't help but once again examine the plight of second-tier luxury brands.

after all, there is a world of difference between a direct 120,000 yuan pre-sale price reduction for a new car and a 120,000 yuan price reduction for an old model under the pretext of "clearing inventory". the former reflects that the survival environment of second-tier luxury brands in today's auto market is more severe, and although the "clearing inventory" of the old model is essentially facing the same situation, at least it can be used as an excuse for price reduction, and the impact on the brand is far less risky than a naked price reduction for a new car.

back to the original intention of the new xt5 price cut, the new car's limited-time pre-sale price is as low as 279,900 yuan. can it achieve the goal of "trading price for volume"? bingge believes that there is still a question mark.

first of all, at the brand level, cadillac xt5 is a second-tier luxury brand mid-size suv. its competing models include first-tier luxury suvs such as audi q5l, bmw x3, and mercedes-benz glc. the reality is that in terms of brand influence in the terminal market, there is still a gap between second-tier and first-tier luxury brands.

secondly, in terms of price, under the impact of new energy, first-tier luxury brands are also having a very difficult time, and even at the terminal there are discounts of more than 100,000 yuan. after consulting dealers in beijing, we learned that the terminal discounts for bmw x3, audi q5l and mercedes-benz glc arethey exceeded 130,000 yuan, 160,000 yuan and 140,000 yuan respectively.

after comprehensive calculation, the terminal transaction price of the new xt5 is not much different from that of first-line competing models. the new xt5 simply puts the terminal cash discount on the publicity end, which causes a greater sensational response.

at this point, do you think the "fixed price" of the new xt5 is familiar? yes, remember that the 2023 mazda 3 angkesaila reduced its price to 89,900 yuan, and the terminal discount was transferred to the "official reduction" and the lowest configuration was not available.

simply put, the terminal discount is directly deducted from the suggested price, which seems to give a huge price reduction and profit, but in fact the money consumers withdraw from their cards when buying a car may not be much less.

after the price reduction, the price of the new xt5 is not much different from that of the bmw x3, audi q5l and mercedes-benz glc after terminal discounts.

if the new xt5 wants to significantly increase sales, it still needs to offer a limited-time fixed price and at the same time give terminal discounts to reduce the transaction price to below 250,000 yuan, which may result in a significant increase in sales.

finally, even if the new xt5 cannot cannibalize the market share of bba competitors of the same level, it will most likely be able to tap into some potential users who plan to buy entry-level bbas.

back to the product level, the powertrain of the new xt5 still uses the current 2.0t+9at+48 mild hybrid powertrain.the engine has a maximum power of 174kw and a peak torque of 350n·m.this powertrain is used in cadillac's gt4, xt4, xt6 and other models, and its reliability and stability are guaranteed.

although the appearance still has a bit of a nesting doll feel, the new xt5 is obviously more stylish and refined, with a flatter front face. it is more recognizable than the xt4 and xt6, which is an improvement.the interior of the new xt5 has been upgraded with a 33-inch 9k large curved screen, which has a significantly better sense of technology.

it is worth mentioning that the new xt5 is built on the c1-2 platform, which brings the benefit of significantly increased body size. the most significant difference compared to the current model isthe vehicle length has increased by 75mm and the width has increased by 44mm.the length, width and height are 4888/1957/1698 (1694) mm respectively, and the wheelbase has been increased from 2857 mm to 2863 mm, so the lateral and longitudinal space in the car is naturally better.

summarize

as competition in the auto market intensifies, second-tier luxury brands face more severe competition than first-tier luxury brands. data shows that cadillac's cumulative sales in the first half of 2024 were only 62,230 units, a year-on-year decline of 28.40%. the challenges and pressures it faces can be imagined.

therefore, the "one price" of the new xt5 is a counterattack against the squeeze of the rapid development of new energy. the starting price of 279,900 yuan is indeed "fresh", but if you want to make a breakthrough in sales, the terminal market still needs to give a relatively large discount. after all, in the current era of extreme internal competition, when talking about discounts and sincerity, we still have to compare with competitors, right?