Dongfeng set off a price war, whether it is really a discount or hot, you have to see clearly!

What is the most magical event in the automobile industry in March? There is no doubt that it is the huge preferential storm of "government-enterprise subsidies" set off by Hubei "Dongfeng Department". At this time, the maximum discount for car companies is 60,000-90,000 yuan. The good thing is subsidy discount, but the bad thing is actually price reduction and clearance.

Like a hornet's nest, the whole car circle exploded. Of course, in this round of "Dongfeng" huge concessions, the prices of some brand models did break. For example, the original price of Citroen C6 was 265,438+00,000, which directly dropped to 654,38+02,000. From hard to find a car to hard to find a car, the online discussion soared, but some brands just came to fish in troubled waters to rub the heat. More interestingly, people from other regions, whether Dongfeng or other brands, joined the war under the banner of various "subsidies". All kinds of brands cut prices sharply to promote sales, and rumors of various nominal subsidies are flying all over the sky, all for promotion. After all, the decline in demand is an indisputable fact.

From the consumer's point of view, it is certainly a good thing to have a discount that exceeds expectations. But some are just insincere "fake offers" under the banner of subsidies, and some are purely false information with ulterior motives. Everyone should keep their eyes open and keep a clear head. Not every car is as cost-effective as Citroen C6.

Let's start with Dongfeng Honda in Hubei. Official posters show that CR-V PHEV's government and enterprise subsidies total * * * 60,000 yuan, which seems to be very cost-effective. But in fact, before this, the cash discount of this car in many terminal stores across the country has already reached 80,000 yuan.

Total subsidy 1.6 million XR-V, subsidy 1.0 million life, subsidy 20,000 yuan Civic. The total subsidy for these cars is similar to that of the previous terminal stores. Calculated, only a few models, such as Yingshipai, UR-V and Ailishen, have poor sales, and the total amount of subsidies exceeds the previous preferential range.

Let's take a look at the most popular Dongfeng Citroen and Dongfeng Peugeot, whether it is Versailles CX5 or Peugeot 5008/4008, which are not included in this subsidy promotion. In this way, you will find that the so-called sky-high subsidy is actually only a few old models being cleared, and other models are just following the trend. There is no "bleeding" from manufacturers, and the actual government subsidies are limited. It just took some preferential treatment from the original manufacturer, so it is right to help the manufacturer get some blood back.

However, it is undeniable that the overall sales volume of the automobile market dropped significantly in June 5438+0-February this year, especially the inventory pressure of joint venture car companies was obviously a bit unbearable. Therefore, whether for the purpose of stimulating consumption or protecting local car companies, local governments actually subsidize car consumption to varying degrees. This time, the battle of "Dongfeng Department" was really big, which aroused heated discussion from all sides and attracted many brands.

The most typical heat is SAIC GM. Compared with the posters issued by various departments of Dongfeng, the subsidy poster of SAIC-GM-Buick does not give the subsidy range of specific models, but only gives the general information of the government subsidy of Hubei Province, with the maximum subsidy range of 70,000 yuan. It is not so much promotion as phishing marketing. Although the poster of SAIC-GM Chevrolet has the words "national subsidy", it can be seen from the subsidy amount of specific models such as Mai Rui Bao XL, Pioneer and Explorer that it is basically close to the previous terminal concessions.

There are also dealers from other regions to join in the fun. For example, the promotional poster of Guangqi Honda in Zhongshan, Guangdong, vaguely stated the subsidy in Zhongshan, but the specific vehicle subsidy amount was 20,500 yuan for Lingpai, 65,438+0.25 million yuan for Hybrid and 65,438+0.6 million yuan for Binzhi, which seemed to be ordinary terminal concessions. And the hybrid Accord with a subsidy of 33,000 yuan is sure that it is not a clearance operation before the listing of the new Accord? Another poster that came out of nowhere and said "Guangzhou Automobile Honda Corporation Factory Direct Subsidy", although the specific subsidy amount is slightly different, each has its own level, but overall it seems to be roughly equivalent to the market level.

Interestingly, Dongfeng Honda's subsidy posters in Yunnan, Sichuan and Chongqing are almost the same as those in Hubei and regional terminals, but the "government subsidy" is changed to "regional subsidy", and even the poster templates are exactly the same. It's hard not to doubt that this is a tacit marketing tool. In other words, without government subsidies, Dongfeng Honda's preferential margin can be so large.

In fact, apart from Dongfeng Citroen, there is also a specific subsidy method, that is, consumers need to buy a car in full at the original price, and then the government will pay the subsidy to their personal accounts in one lump sum after licensing. Most other brands are in the name of government subsidies, and they have not explained how to subsidize them. Those who directly use the so-called "regional subsidies" and "direct subsidies from manufacturers" are either manufacturers' price reduction promotions or want to make gimmicks by changing the original concessions.

There are also some rumors that are purely "fake offers". For example, on March 8th, it was reported on the Internet that the discount range of mercedes benz c-class related models of Mercedes-Benz 4S shop in Beijing area reached more than 654.38+ 10,000. After the discount, the guide price of Mercedes-Benz c200L Sports Edition dropped to the early 220,000 s, and the lowest price of Mercedes-Benz E dropped to about 330,000 yuan. As a result, some media have proved that this preferential margin is completely false at least temporarily.

BMW, which is also a luxury brand, also reported that "BMW i3 only needs120,000-180,000 yuan to subsidize the whole car purchase", but it was later denied by BMW insiders.

A poster of a Dongfeng Peugeot 4S store in Jining, Shandong Province was posted on the Internet, claiming that "the maximum subsidy of enterprises and the government is10.05 million yuan", which was finally refuted by the sales staff of this store.

I have to say that in order to promote sales, all kinds of ghosts and gods have appeared.

Write at the end:

Of course, in any case, it is an indisputable fact that car manufacturers are having a hard time this year. Indeed, the automobile market in China has never been so "rolled up". Some are to keep market share, and some are to reduce inventory pressure, so everyone is trying to promote sales. Especially in the past two years, fuel cars and luxury cars that have been hit by new energy have some doubts about their lives. But at present, the price war has just begun, and only one Citroen C6 has been fired. Except for a few special models that really have more than expected discounts, most brands still make fine adjustments on the basis of the original discounts, and then do some packaging by taking advantage of this wave of price reduction fever in Hubei, and even do not rule out that some dealers deliberately release some preferential rumors to attract attention. If there are consumers who just need to buy a car, they should either distinguish between real and fake discounts or let the bullets fly for a while. (Text/Youshi car old gun)

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