March imports of luxury cars have lowered their prices in an attempt to grab the country's market

In March, “Hero car price cuts” became a hot spot in the auto market. A Mercedes-Benz S-Class 300 reduced the price by as much as 200,000 yuan, guided the price of 93 million yuan into the 700,000 yuan range after the S300 business concession, Mercedes-Benz E-class drop in 100,000. To 200,000 yuan. Not only Mercedes-Benz, BMW, Jaguar, Volvo and other brands have also launched pro-people prices.

In fact, as early as after the Spring Festival, many imported luxury car prices fell and market competition intensified. In order to grab the share to digest inventory, Mercedes-Benz took the lead in the most influential S-class sedan to start a substantial price cuts. The Mercedes-Benz S600 with a selling price of 2.598 million yuan and the S300 with a price of 1.085 million yuan were sold for between 600,000 and 700,000 yuan. The price of 1.188 million yuan BMW 740 immediately launched a discount of 16 percentage points of promotional measures.

The reporter learned that due to the influence of restricted purchase policies, the luxury car market in Beijing is different from the country, and the price tends to be stable, with a slight increase. According to Beijing Beichen Yayuncun Automobile Trading Market (hereinafter referred to as Yashi) price survey data, the premium luxury car increased from 55% in November last year to 45% in February this year. 63%. Compared with February, most luxury cars are reduced in price. Only the Audi Q7, Toyota 4700, Land Rover Freelander, and Volkswagen Phaeton have increased their discounts.

Yan Jinghui, deputy general manager of the city of Asia, told reporters that Mercedes-Benz part of the limited-time sales of a large number of models to bring people 6 points of enlightenment: the import car companies to speed up the network layout, the use of new products and price means in the Chinese market to implement the strategic adjustment of marketing to be further Deepening the implementation; international major brands competing for sales, grab shares, indicating that this year's imported car market environment is becoming increasingly difficult. The intensified contradiction between supply and demand has increased the pressure on distributors' inventory funds, and the price competition is inevitable. Global car sales for foreign companies have compensated for the lack of European automobile markets plagued by the European debt crisis with a good performance balance in the Chinese market; Mercedes-Benz's limited-time promotion has given prominence to China. The potential of the luxury car market is huge; there are hundreds of thousands of yuan discounts that indicate that the prices of luxury imported cars in China have a great deal of room with international luxury car market prices; in terms of marketing, Mercedes-Benz and other international brands have huge discounts in stages. Traces will be remembered in the minds of consumers, and while positive promotions will achieve good results, consumers may have renewed expectation, holding a hold on the currency, and questioning manufacturers for obtaining excess profits.

Taking an imported car with an ex-factory price of 4.0 liters per million as an example, the cost price has risen to 2 million yuan after taxes are imported into China.

The main reason for the dilemma of imported luxury cars was the emotional panic of dealers caused by the debt crisis in Europe and the uncertain economic situation at home and abroad. They are eager to recover funds.

In recent years, domestic luxury car sales have increased year by year. Last year, the sales growth of Audi BMW and Mercedes-Benz three luxury car dealers exceeded 35% year-on-year, and multinational companies are generally optimistic about the long-term growth of the Chinese market. It is understood that Audi's sales target set in China in 2012 is 420,000 units, and it will continue to seize 40% of the luxury car market; BMW hopes to continue to maintain its position as the world's number one advantage, and it is more important to emphasize the Chinese market. Expansion of production is a must .

The reason why the imported luxury car is to lose money is to earn money. It is China's developing market. It is understood that in the first six months of last year, Rolls-Royce delivered 1,592 vehicles worldwide, and the Asia-Pacific region alone achieved a 170% year-on-year growth. In the first half of last year, Bentley sold 623 vehicles in the Chinese mainland, an increase of 66% year-on-year. %; Lamborghini sold 206 vehicles in China, a record increase of 150%. It can be seen that under the sluggish world economy, the Chinese market has become increasingly prominent. In order to grab market resources, price reduction is a good way for many imported luxury cars to seize the Chinese market.