Recently, luxury cars Mercedes-Benz, BMW, Audi, these brands of cars are now diving in price, falling faster than the elevators in our community.
Just this month, Mercedes-Benz's price was cut in half, and Audi and BMW were not to be outdone and discounted sharply. This sudden price reduction not only makes the eyes of people who want to buy a new car shine, but also makes the merchants holding second-hand cars in their hands anxious like ants on a hot pot.
Speaking of which, this big dive in the price of luxury cars is really unexpected. I remember not long ago, Mercedes-Benz was still the big brother who was on the top, and now it suddenly announced a price cut, and it was the kind of price cut that made you wonder if you were wrong. On June 19, 2024, news broke that Mercedes-Benz directly cut the price of some models to half of the original price, which is an unprecedented large-scale purchase.
Mercedes is not alone, though. BMW has also joined the ranks of price cuts. For example, the original price of the IX3 car was quite high, but now it has been directly reduced by 130,000 yuan, pulling the price to about 270,000 yuan. At the same time, Audi was not idle, and the price of the A6L was discounted, almost 7% off.
The reason behind the price reduction is the rise of new energy vehicles and the improvement of the quality of domestic vehicles. Today's consumers are increasingly favoring electric vehicles, and at the same time, the high cost performance of domestic cars has made many people begin to turn to domestic brands. These two forces are undoubtedly an important reason why luxury car brands have to cut prices.
However, this wave of price cuts is not just a joy for those waiting to buy a new car, it is a bolt from the blue for those used car dealers who have inventory in hand. Think about it, originally a second-hand Mercedes-Benz C200L could be sold for 220,000, but now the new car is only 200,000, so how much can a second-hand car be sold for? Naturally, it's getting harder and harder to push it out.
There are also those car owners who have just bought a new car, they may have spent a lot of money on a luxury car, and suddenly see the price of the same car plummet, and the feeling in their hearts can be imagined. Some car owners said that they spent more than 300,000 yuan to buy a car two years ago, and now second-hand car dealers only give more than 100,000 yuan at most.
Moreover, this luxury car price reduction storm is far from over. Judging by the market's reaction, this may become more common in the future. Because in addition to the competition between new energy vehicles and domestic cars, there are also economic pressures and changes in consumption concepts, which are affecting the pattern of the luxury car market.
As a result, people who buy cars start to wait and see, wanting to wait for a lower price; And those who have a car in their hands are in a hurry to sell their cars, for fear of reducing the price again. This creates a vicious circle, and prices go all the way down.
The used car market has been particularly hit. Many second-hand car merchants began to complain that the inventory backlog was serious and it was difficult to return funds. They used to make money by selling second-hand luxury cars, but now they find themselves on the trapped side.
The entire industry is going through a major reshuffle. Some used car dealers are even starting to think about transformation, or looking for a new way out. And the mentality of consumers is also quietly changing, luxury cars are no longer so out of reach, and at the same time, people's perception of cars has also shifted from ostentatious consumption to practical needs.