Why are some people unwilling to cut car prices? Most likely because he just bought it

The explosive growth of domestic car ownership has made China’s auto market, which has been rapidly “expanding” for more than 20 years, show signs of weakness. The cold winter period that has begun to emerge in 2018 is still plaguing the development of the domestic auto market, and in the short term There are no signs of significant recovery. Amid the dual headwinds of a cold car market and the outbreak of the epidemic, the cumulative sales volume of the domestic narrow passenger car market in the first quarter of 2020 barely exceeded 3 million units, down by nearly half from the same period last year. As we all know, poor sales performance is reflected in the performance of automobile manufacturers, which is two simple and crude words - price reduction.

The "price reduction promotion" strategy can be seen everywhere in our daily lives. Eye-catching promotional slogans in supermarkets and shopping malls can indeed stimulate consumers' desire to buy. Therefore, the domestic auto market has changed from a period of rapid growth to a period of slow growth. During the holding period or even the downturn, in order to resist the competitive pressure from the general environment and other rivals, major automobile manufacturers are committed to enriching their product lines and improving their own product capabilities, while also selectively increasing terminal discounts for their models. intensity. From luxury car brands to mainstream home appliances, more and more models are joining the price reduction bandwagon. The only difference lies in the magnitude of the price reduction.

Taking the domestic first-tier luxury brand BBA as an example, Audi, which was once the sales leader in the luxury car sector, has seen sales of many of its flagship models fall into a slump after facelifts and replacements, and price cuts have allowed it to rise from the bottom again. An important reason for reaching the top. Audi's three flagship models in various segments, Audi A4L, Audi A6L and Audi Q5L, have all experienced "significant reductions". Among them, the terminal discounts for A6L and Q5L are more than 50,000 yuan. The A4L, which is undergoing a mid-term facelift, is undergoing a mid-term facelift Prices should not remain strong for long after the payment is made. From a sales point of view, the biggest impact from the price drop of Audi's main models should be domestic second-tier luxury car brands. Therefore, in the face of Audi's "dimension reduction attack", Cadillac, Volvo, and Jaguar have joined the price reduction army, and the entry price once fell below 30 The popular Volvo S90 and Cadillac CT6 have also become hot topics among consumers.

In the field of B-class family cars and medium-sized SUVs, there are many examples of price reductions to compete for market share. In today's mainstream B-class car market, where German and Japanese cars dominate, American brands have become the main force in price cuts. The entry-level models of Buick Regal and Ford Mondeo have seen price reductions of more than 30,000 yuan. In some areas, the number can even reach nearly 50,000. Price wars are also raging in the mid-size SUV field. For example, the Volkswagen Tiguan L, which was "counterattacked" by its own SUV Tanyue, has maintained a price reduction of 30,000 to 40,000 yuan to maintain good competitiveness.

Due to the low pricing itself, price cuts in the entry-level family car field are generally not that exaggerated. However, there are also models such as the Buick Hideo that rely on strong terminal discounts to boost sales all year round.

In general, car price reductions are a good thing for the target consumer groups. This means that we have more choices under the same budget, or we can get one at a lower cost. Favorite car. Although the price reduction of some models may be at the expense of reduced configurations, the right of choice still remains in the hands of consumers.

Car price reductions can not only stimulate consumers' desire to buy or replace cars, stimulate the long-sluggish car market, but also satisfy consumers' desire to be cheap and pragmatic. This is what most people like to see. However, there are still a small number of people who are resistant to car price cuts. The reason may be that he has strong assets and is not happy to see the entry threshold for luxury cars lowered, but the more likely reason is that he has just bought a car. Who wants to see their car "depreciate as soon as they buy it"?

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.