Market observation | short selling of exhibition cars and frequent price adjustment of terminals. When will small chips let BBA go?

Wechat automobile 2021-08-11 17:43:34 阅读数:504

本文一共[544]字,预计阅读时长:1分钟~
market observation short selling exhibition

 picture

 picture

“ Now the showrooms are basically small models , The cars with high volume have long been sold short , Go on like this and put it on the second floor AMG The model has to be put downstairs ……” Mercedes Benz sales reluctantly spread their hands .

From last year 12 At the beginning of , The shortage of chips in the automotive industry has become prominent , A number of vehicle enterprises around the world have to reduce the allocation 、 Reduce or even stop production . Not long ago , The automotive research center of Essen University in Duisburg, Germany, released a survey , The shortage of chips will reduce the production of new cars around the world 500 Thousands of cars . China's huge auto market is also plagued by small chips , This is more “ childbirth ” First tier luxury brands BBA.

Small chips hinder the luxury car market “ Barbarous growth ”
 picture
 picture

The entire auto industry to auto enterprise executives , Down to the dealer salesperson , Talk about “ Chip shortage ” All scratch their heads and ears . The domestic market , The three German luxury brands are the most seriously affected by the chip shortage crisis BBA, According to earlier news , BMW used to be interested in the best-selling 3 system 、5 system 、X3 Wait for the new car to reduce the allocation to deal with the capacity problem , Audi has also been reported to deliver a new car with only one remote key , After the production capacity is restored, another one will be added to the car owner .

as everyone knows , Luxury cars have maintained strong growth characteristics in the domestic automobile consumption market , There is a strong demand for high-end replacement with upgraded consumption , The biggest profit is BBA Three companies , From the sales volume in the first half of the year , BMW 、 The cumulative sales of Mercedes Benz and Audi in the first half of the year exceeded 40 Thousands of cars , Each has made a lot of money in China .

But according to the passenger Federation 7 Monthly car market situation ,7 Luxury car retail in June 20 Thousands of cars , Year-on-year decline in 18%, Chain ratio 6 Month down 21%, This is the second month in a row that the luxury car market has seen a month on month comparison “ Double drop ” The phenomenon of .

Long ordering cycle 、 Hot selling cars are in short supply
 picture
 picture

You visited in the first half of the year BBA The end market , The situation at that time was that the supply of popular models had exceeded the demand , Terminal preferential prices also rose . that , This time I visited the market research again ,BBA Has the terminal market situation eased ?

 picture

From the results of field research ,BBA Hot selling models are still experiencing more difficult capacity problems , A salesperson at a BMW dealer told the buyer :“8、9 Month is the time period for BMW to make mid-term changes every year , In previous years, our store X3、5 The best-selling cars are worried about clearing inventory , There's nothing to worry about this year , It should have been sold long ago , I can't book it now .” The man who bought the car learned that , With BMW X3 For example , New and old models X3 The difference is not big , Many consumers are willing to choose older models with greater discounts , But the store starts from 7 It has been sold short by the end of the month X3 Our stock car .

 picture

5 The same order was scheduled for delivery three months later , The salesperson told the buyer :“ There are too many orders in hand , If we can't deliver, we need to constantly calm our customers , There are fewer and fewer cars every month , So when ordering the car, they advised the customers to choose the color of the car 、 To configure .”

 picture

The situation of Mercedes Benz's best-selling cars is more serious than that of BMW , Cash in the showroom C level 、E Grade capital “ disappear ” There was a trace , The sales also said that ordering these two popular cars needs to wait at least 2 A month or more , In addition, new C Class is about to enter the market , But according to the dealer , Cash C Class meeting and brand new C Same class sales . Audi's situation will be relatively better , According to the sales representative , The manufacturer has transferred the production capacity of some models to popular A4L、Q5L On these hot selling cars with high pressure .

One price a day ,BBA Their anxiety
 picture
 picture

It's hard to deliver the car BBA The current common problem , More Than This , Now order a favorite BBA models , It will cost more money than before ......

 picture

E Class is an important sales pillar of Mercedes Benz in China , It is also the highest profit of Mercedes Benz dealers 、 Best selling model , Affected by capacity ,E The terminal price of level has been adjusting in recent months , I learned from visiting the market that ,E The current offer is 1.5 Ten thousand yuan , It's almost a year now E The period when the transaction price is the most expensive .E Old rival BMW 5 The Department has also recently reduced the margin of preference , With kingpin 525Li For example , According to the current preferential rate , The landing price of the new terminal is close to 47 Ten thousand yuan ,530Li The price is more than 50 Ten thousand yuan , Compared with the same period last year, the price has increased 2-3 Ten thousand yuan .

 picture

“ Today's prices change day by day , We can only guarantee that you will pay the balance according to the time and price of the order .” An Audi salesperson said to the car buyer , also , When the terminal price can stabilize , The dealers are also pessimistic , From before BBA Competitive price advantage , Now what I hear from the sales mouth is “ They don't have cars ”、“ They wait longer ”.

For the coming “ Golden nine silver ten ” Golden car season , Distributor “ Stock up competition ” It also seems a little weak , The man who bought the car learned that , The competition between dealers of the same brand is now “ Back office relationships ”, Who can buy the best-selling cars from multi tube manufacturers every month , Who has less anxiety .

When consumers buy a car, they are most concerned about the delivery time and purchase amount , In the present situation , Buy BBA Hot models are not a good time , Whether the collection cycle becomes longer or the terminal discount is tightened , Both directly or indirectly increase the cost of buying a car , If you don't need a car urgently , I'd better wait and see for a while . For car companies , The global chip shortage is a serious assessment of the automotive industry chain , Who can withstand the pressure and minimize the loss , Maybe someone can stand out .

END
 Buy a car
Buy a car
Committed to the conspiracy and conspiracy to dig deep into the terminal automobile consumer market , To solve the worries of consumers about buying cars !
1367 Original content
official account
版权声明:本文为[Wechat automobile]所创,转载请带上原文链接,感谢。 https://car.inotgo.com/2021/08/20210811110839568b.html