yi tan's investigation: teana wants to exchange "sincerity" for sales, mercedes-benz c consolidates its leading advantage
2024-09-23
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in today's automobile market, price cuts and promotions are nothing new, but the practice of reducing the price of teana to the level of its own a-class cars for a limited time has aroused heated discussions among many netizens: "i bought sylphy for 130,000 two years ago" and "it's incredible, i bought sylphy because i couldn't afford teana." the price of the new teana sincerity edition also reflects dongfeng nissan's urgency to exchange "sincerity" for sales.
mercedes-benz c-class is the only model in the high-end b-class car market that has achieved both monthly sales and cumulative sales growth year-on-year. china economic net reporters learned during their visit to the beijing market that bmw, mercedes-benz and audi are gradually withdrawing from the "price war" and that the current terminal discounts have been slightly recovered. "bmw 3 series terminal discounts have recovered about 20,000 yuan, which has a very obvious impact on sales." a sales manager of a bmw 4s store in beijing told reporters.
on september 13, dongfeng nissan launched the new teana true heart edition, with a limited-time price starting at 127,800 yuan. price cuts and promotions are nothing new in today's auto market, but as one of the "three musketeers of japanese auto", the teana's move to lower its price to the level of its own a-class cars for a limited time has aroused heated discussions among many netizens: "i bought the sylphy for 130,000 yuan two years ago", "it's incredible, i bought the sylphy because i couldn't afford the teana", "i really thank the electric car coupons, which eventually led to a price reduction for fuel vehicles"...
screenshot of dongfeng nissan's official weibo platform
before the launch of the new teana true heart edition, saic volkswagen passat pro and passat 2025 outstanding edition were officially launched, and a limited-time price of as low as 159,900 yuan was also given.
once upon a time, joint venture fuel-powered cars relied on word of mouth and popularity to survive in the b-class car market. however, with the continuous increase in the penetration rate of new energy vehicles and the continuous improvement of domestic brands, joint venture b-class cars that rely on traditional fuel vehicles to conquer the world are under great pressure.
as netizens said, with the new energy wave sweeping across the market, the automotive industry has undergone earth-shaking changes. according to data from the china passenger car association, the sales of new energy vehicles accounted for a growing proportion of class b passenger cars, reaching 29% in 2022, 39% in 2023, and 49% in january-august this year. the penetration of new energy vehicles in the mid-to-high-end sedan market has continued to increase, and they have already formed a trend of competing with traditional fuel vehicles.
in august, sales of 13 mainstream brands of b-class cars totaled 78,970 units, down 25% year-on-year. in the first eight months of this year, cumulative sales reached 641,397 units, down 13% year-on-year. the monthly sales of 7 premium brands of b-class cars totaled 38,014 units, down 23%. from january to august, cumulative sales reached 336,697 units, down 10% year-on-year. overall, the decline in overall sales of mainstream and premium brands of b-class cars has shown an expanding trend.
focus on mainstream joint venture b-class car brands. in august, the german "maybach" combination, camry, accord and avalon, a total of 5 models, sold more than 10,000 units. passat continued to lead the market segment with 16,499 units sold. from the cumulative data this year, passat sales increased by 20% year-on-year to 142,758 units, which is almost the same as camry's sales in the same period last year; on the other hand, camry's cumulative sales from january to august have not yet exceeded the 100,000 threshold, a sharp drop of 36% year-on-year.
it is not easy for passat to maintain sales of over 16,000 at the end of its product life, which also reflects the market's recognition of the model. on september 10, saic volkswagen passat pro and passat 2025 outstanding edition were officially launched, and the limited-time price of 159,900 yuan to 223,900 yuan was boldly announced. "looking at the entire mid-to-high-end sedan market, passat pro can be said to have no shortcomings and is a long board everywhere." xie shiqi, executive deputy director of saic volkswagen volkswagen brand marketing, said confidently.
compared with passat, although the upward momentum of magotan has gradually slowed down, its cumulative sales from january to august have successfully exceeded 100,000 units, reaching 106,802 units.
the teana continued to be weak and lost its glory. its sales in august were only 2,451 units, a year-on-year decline of 68%. its cumulative sales from january to august were 42,257 units, a year-on-year decline of 15%. among the japanese brands, the cumulative sales of the teana ranked only ahead of the insignia. "the car is just like its name", and the launch of the new teana sincerity edition also reflects the brand's urgency to exchange "sincerity" for sales.
in addition, the sales of the american models "two juns and one bao" (regal, lacrosse, malibu) in august were less than 100 units, among which malibu's sales in the same month were -1 units.
among high-end b-class cars, the mercedes-benz c-class is the only model in the market segment with monthly sales exceeding 10,000 units, reaching 16,324 units, a year-on-year increase of 18%; the cumulative sales from january to august were 112,190 units, a year-on-year increase of 10%. as a result, the mercedes-benz c has become the only model with both monthly sales and cumulative sales increasing year-on-year.
in comparison, the bmw 3 series saw a year-on-year decline of 37% in august, with sales of only 8,818 units; audi a4l sales in the same month were also over 8,000 units, but have fallen 14% so far this year.
this year, among the "german troika", except for the relatively flat market performance of audi a4l, the sales of "3c" have been very tight. as bmw's sales in august fell significantly, mercedes-benz c-class took the opportunity to consolidate its leading position.
it is worth mentioning that a reporter from china economic net recently learned during a visit to the beijing market that bmw, mercedes-benz and audi are gradually withdrawing from the "price war" and that the current terminal discounts have been slightly recovered. in the view of industry insiders, bba's withdrawal from the "price war" is due to performance pressure on the one hand and to reduce the burden on dealers on the other. "the terminal discount for the bmw 3 series has recovered about 20,000 yuan, which has a very obvious impact on sales." a sales manager of a bmw 4s store in beijing told reporters. (china economic net reporter zhang yi)
source: china economic net
