with the penetration rate of new energy vehicles exceeding half again, german luxury cars can only continue to reduce prices?
2024-09-25
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text/qi yaoqi, financial commentator of yangcheng evening news
according to the data from the passenger car market information joint branch of the china automobile dealers association, the retail sales of narrow passenger cars in august were 1.907 million, a year-on-year decrease of -0.9% and a month-on-month increase of 11.2%. the china automobile dealers association initially estimated that the total market size of narrow passenger car retail sales this month was about 2.1 million, a year-on-year increase of 4% and a month-on-month increase of 10.10%. new energy retail sales are expected to reach 1.1 million, with a penetration rate of about 52.40%. comprehensive estimates show that retail sales in september will reach about 2.1 million.
the dealer survey results show that the terminal popularity has been steadily increasing week by week in september, the passenger flow during the mid-autumn festival is at a significantly high level, and the growth momentum of new energy vehicles is slightly stronger than that of traditional fuel vehicles. recently, new power brands have launched entry-level pure electric models one after another. following the plug-in hybrid, the pure electric market is also expected to further explore and open up the entry-level private consumer market. however, the benefits of new energy vehicles are not good news for traditional car companies and luxury fuel car companies, because it is too late to start.
at present, the competition among domestic car companies is still fierce. the current internal competition has touched the last bottom line for the survival of most car companies. if they don’t follow, they will die immediately, but if they only reduce prices, they will die in the long run. this kind of internal competition is still a zero-sum game, which directly leads to consumers not going to the east but to the west, and the overall revenue of the industry has not increased. therefore, it is no longer a normal competition or a healthy competition. it is a close combat with both hands and feet and even no rules. as a passive participant, the methods are already very limited, either follow the price reduction, or continue to appeal, or reverse the price increase.
bmw and other german luxury car brands have seen a sharp drop in sales after being accused of raising prices again. luxury car companies are well aware that market share is important, but if this share is maintained by selling at a low price, the damage to the brand will be huge and long-lasting. from then on, the company will lose the right to speak and the image of technological leadership that it has worked hard to build for many years. if luxury brands are reduced to civilian brands, in order to save costs and cater to the public, high-end and hard-core quality products will not be available for purchase in the future. therefore, it is better to automatically stop rather than follow the decline, and it is better to let sales fall than let prices fall sharply.
such a strategy is not just a game with consumers. whether consumers will continue to love the product because the price has risen, or love it because the price has fallen, it is not something the seller can decide. but one thing is certain: dealers are playing a game with the market, and companies are playing a game with this era. if mechanical quality and luxury experience are no longer the ultimate needs of transportation, and the level of intelligence is always not advanced and humane enough. it is alienated from the usage scenarios of domestic consumers and is not easy to use compared with the grown domestic brands. then such products have obviously deviated from the visible trend, and it is inevitable that they will be rejected by consumers.
what happened to german luxury cars also happened to joint ventures and traditional thinking companies. the rise of sunrise companies heralds the end of a group of once-glorious companies. if companies do not want to become sunset companies in china, there is no better way to survive than to cater to the needs of the middle class. plug-in hybrid and extended-range are a good "reagent". all car companies that are slow in research and development, disdain manufacturing, and perfunctory have almost lost for several years, and none of them have lived well. therefore, foreign car companies have to convert their high-level image into the satisfaction of the current market demand with growth and leadership in order to survive and live better.
