Rolls-Royce plunges millions? The sales of the Chaohao brand plummeted, and McLaren sold 9 units in the first 5 months

Southern Metropolis Daily

2024-06-26 19:48Southern Metropolis Daily official account

Recently, the news of Rolls-Royce's "wild drop of one million yuan" has sparked heated discussions in the car circle. Some auto analysts pointed out that from January to May this year, the sales of ultra-luxury brands such as Bentley, Lamborghini, and Ferrari plummeted by more than 30%, and McLaren's year-on-year decline was as high as 90%.

Rolls-Royce cut prices by 1.11 million? The dealer reveals the truth

Recently, some media disclosed that according to Rolls-Royce dealers, the cash discount of the current 5-seat Rolls-Royce Cullinan is 1.11 million yuan, and the price of the new car is as low as 5.8 million yuan after the discount. Even so, there are still very few customers who come to inquire about the new car.

Regarding the recent heated discussion of "Rolls-Royce price reduction by one million yuan", a reporter from Nandu Bay Finance Society consulted a Rolls-Royce dealer in Zhujiang New Town, Guangzhou. "How is a cash offer possible? Even if you count the luxury car tax, it is impossible to achieve 1 million yuan! A salesperson was surprised by the news of "1 million yuan discount".

However, the person introduced that because of ultra-luxury brands like Rolls-Royce, customers are provided with a variety of personalized customization solutions. Therefore, if the customer chooses more content, which is much more expensive than the price of the naked car, the sales staff will also give the corresponding discount in the selection, and the preferential range of each item is superimposed, and there may be a "discount" of more than 1 million yuan.

"Some of the spots that have been configured have discounts, but they are not discounts on the price of naked cars. This kind of discount and the cash discount on the car price are two different concepts. The officer said. However, as for the current price concessions of the brand's models, the salesperson said that he could not clearly respond to the specific discount range. "This involves which configurations are optional, and the discount is not the same. It is necessary to talk in detail when the customer arrives at the store for options. ”

A Rolls-Royce dealer insider revealed that now the new Cullinan is about to be launched, and there will be some discounts on the cash. As for the specific discount, it also depends on the model configuration and the dealer's own discount, not the official price reduction. According to the data on the number of domestic motor vehicles, Rolls-Royce sold 57 new cars in May this year, down 53.3% month-on-month.

Sales of many ultra-luxury brands declined

In fact, not only Rolls-Royce, but almost all ultra-luxury brands have seen a significant decline in sales in China this year.

From January to May this year, among several domestic ultra-luxury brands, Porsche China fell by 40% year-on-year, selling a total of 22,292 vehicles. According to data provided by automotive industry analyst Sang Zhiwei, Bentley's sales in China were 1,099 vehicles, a year-on-year decline of 30.7%; Ferrari sold 348 units, down 31.1% year-on-year; Lamborghini was 258 units, down 38.1% year-on-year; Maserati sold 681 units in the Chinese market in the first five months of this year, down nearly 70% year-on-year. The biggest decline was in McLaren, which sold only nine cars in the Chinese market from January to May this year, a year-on-year plunge of more than 90%. McLaren's public relations department did not respond to how they would evaluate McLaren's overall performance this year, as well as what product and price adjustments will be made.

Watchmaker: Intern Hao Pei

The reporter of Nandu Bay Finance Society learned from Bentley China that at present, the brand's fuel and plug-in hybrid models have not adjusted the official retail price, and the product replacement is also carried out in accordance with the normal rhythm. As for the price of the model at the point of sale, the dealer will communicate with the customer on his own according to the actual business situation, and they will not interfere with it.

A Ferrari dealer insider in Guangzhou pointed out that although the attention of ultra-luxury brands has decreased this year, the brand is still in accordance with the original sales plan, and the prices are relatively stable. She pointed out that at present, the discounts of different models are different, such as Ferrari's first plug-in hybrid power models 298GTB and 296GTS, and the official quotation is still 2.988 million yuan and 3.488 million yuan.

Previously, Cui Dongshu, secretary general of the Passenger Association, said that this was mainly due to the relatively sluggish domestic demand for ultra-luxury cars. "This reflects the decline in the spending power of the wealthy people in China, or the consumption is more low-key, which has contributed to the decline in the market size of ultra-luxury cars." He noted.

Writing/Photography: Reporter Liang Luozhe and intern Hao Peiqi

View original image 689K

• 

•