车市15年来首次负增长 中外车企价格战
In June, the automotive industry, the traditional sales season, "First Financial Daily" reporters found that many BMW dealers near Guangdong segment in markdowns, which, Guangzhou Baoyue BMW 5 Series highest offer 122,600 yuan, while 12 Yuebao anniversary held in the BMW 5 Series upset impulse Get 130,000 yuan activities, Guangzhou Germany, introduced the BMW 5 Series car send spree.
Not only is BMW, Audi, Jaguar Land Rover, Volvo and most other luxury car brand in May 2015 sales in China in the downturn. The FAW - Volkswagen, Shanghai Volkswagen, Shanghai GM, Beijing Hyundai and other major joint venture automobile manufacturers in May are into negative growth.
Round into a price war
Over the years, depending on the dealer reservoir manufacturers, product distributors Forced subscription, will be passed on to a lot of inventory in circulation. Dealer inventory pressure increased year by year. Beginning last year, car dealers facing financial expense increased funding strand breaks, serious adverse loss situation, forced by financial pressure to sell cheap cars clear inventory, the retail price and the ex-factory car appear upside down. This has led to China Automobile Dealers Association vigilance, and in December last year to the Ministry of Commerce to submit a "report on automobile circulation dealer inventories high, causing large losses."
Unfortunately, this did not attract enough attention to car manufacturers. When auto market growth to slow further this year, many car manufacturers still planned to release production. Even in May dealer sales season still high inventory. China Automobile Dealers Association released data show that in May this year, the national distributor inventory early warning index was 57.3%, while compared with April fell by 3.2 percentage points, but rose 8%, continue to be above the warning line.
The imbalance between supply and demand, and ultimately detonated a price war broke out. In April prices has always been the most firm Shanghai Volkswagen official price first fired the first shot, which makes the industry was surprised, but also felt the market chill struck. FAW - Volkswagen, Beijing Hyundai, Ford, Peugeot, Shanghai GM, a joint venture of nearly 10 mainstream car prices close with the announcement of the official price. And with SUV, MPV are two fast-growing market segments, once its own brand last year to reverse the decline and appear good growth this year. However, not only is the car sales continue to edge lower, SUV and MPV growth is slowing down. May, car sales of 923,500 and 907,000, a decline of 4.56% and 2.69%, down 12.36% and 10.08%; SUV sales of 479,300 and 459,300, a decline of 0.89% and 0.50%, an increase of 46.53 % and 43.90%; MPV sales of 158,500 and 140,500, a decline of 15.77 percent and 15.88 percent, an increase of 21.28% and 7.86%.
Faced with the impact, and even sit tight in the top spot of the Great Wall Hover SUV sales H6 can not stay. Great Wall Motors (42.76, 0.00, 0.00%) has announced that from June 19 to September 30, consumers buy Hover H6 Sport can enjoy 6,000 yuan price, buy Harvard H2 all models can enjoy 5,000 yuan price concessions. The two best-selling SUV models directly imported SUV market price surges from the car market.
In addition to some manufacturers outside the officially announced price cuts, many brands of dealers in the factory did not announce price cuts, in order to ease the financial pressure also let promotion itself, even in the past few hot models have had to increase the price of the camp to join.
June 10, China's auto finance Satisfaction Study released JDPower Asia Pacific 2015 show that the first quarter of 2015, new car dealers sold an average discount of 20,100 yuan, compared with the same period in 2014, the average discount increased 1,200 yuan. Dealers expect financial institutions to provide more marketing support to more effectively reach a new car deal, but financial services institution does not satisfy it, leading dealer satisfaction with financial services institutions declined.
Automotive expert Zhang Zhiyong 23 in the "First Financial Daily" reporters interview that pessimism is still spreading in the automobile market, as property and stock markets, as consumers tend to buy or not to buy, the automobile market price surges to more fierce, the there will be more prepared to car consumers into a wait state. In his view, China's auto market is already half of the body into a crisis, the future situation could deteriorate further, after entering the crisis cycle, car prices, price cuts, layoffs and other cuts and adjustments are inevitable.
