110,000 off? The DS after the price reduction is all advantages, so is there a future for French luxury cars in China?

Maintenance of the car

2024-06-24 11:26Published in Guangdong automotive creators

A few days ago, some netizens broke the news that DS launched a large discount for its DS4 model, the official guide price of 262,800 yuan for the Charlotte Palace version, after the price reduction is only 149,900 yuan, and the official guide price of 291,800 yuan for the Rivoli version, the price of the discount is 175,000 yuan, a price reduction of more than 110,000 yuan.

As soon as the news came out, the long-dormant French car was on the news again, and some media asked the dealer for verification, and the other party said that this was the price of clearing inventory. This can't help but remind people of the famous words when the price of Citroen C6 was cut last year, "260,000 DS is a disadvantage, and 150,000 DS is an advantage." Like the Citroen C6, the DS4 has also been successfully cleared of inventory after the price cut, and according to dealers, the Rivoli version is close to being sold out, and the Chaillot version still has a small number of existing cars.

In fact, for a niche brand like DS, although it advertises itself as a French luxury brand, it still has a small audience in China. Unlike Audi, which has deep roots and is often discounted even now, it can still be called a first-line luxury car brand. In the daily sales, the preferential margin of the DS brand is usually more than 70% off, otherwise it will not sell at all.

This fully illustrates that with the rise of our domestic independent brands, everyone's car buying is becoming more and more rational, and the blind pursuit of joint venture brands has become less and less, and now Corolla must sell 79,800, and Sylphy Classic is 60,000, for the declining French cars, withdrawing from the Chinese market may be a problem that has to be considered.

Take the hope of the French car Versailles C5X as an example, with a starting price of less than 150,000 people, it has indeed achieved monthly sales of 5,000 units, but after the heat has passed, sales continue to decline, and in the whole of 2023, it will only sell 20,099 units, which is not as good as the monthly sales of a model of our own brand.

Even if the sales are so bleak, the Versailles C5X is still the sales responsibility of the French cars, because, the Dongfeng Peugeot 408, which ranks second in sales, completed sales of only 19,865 units last year, not to mention models such as 4008, 508L, and 5008, and the annual sales volume is only a few thousand, which together are not as good as the monthly sales of independent brand models.

Back to the DS brand itself, according to the sales data of the Chedi Emperor, in May 2024, the DS brand only sold 30 units of the DS7, 5 units of the DS9, and 2 units of the DS9 plug-in hybrid model, ranking 104th in the brand sales list, and there are only 5 brands that sell lower than it. This sales figure is not just a bleak word that can be described, and it may be more appropriate to use it to linger.

Here can answer the question, is there a future for French luxury cars in China? Do you see this sales volume as a future? Even if the DS4 clears its inventory this month and sells some cars, what is the future for brands that sell less than 100 units a month?

Now, it is not new for joint venture brands to withdraw from the Chinese market, and there are already Changan Suzuki, Dongfeng Renault, GAC Mitsubishi, GAC Acura, GAC FCA, Dongfeng Yulon Nazhijie, etc.

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