"The joys and sorrows between people are not connected", and the same is true for car companies, some brands can't make an appointment for a test drive, and some need to spend money to hire someone to fill the field.
A few days ago, a blogger broke the news that some 4S stores of Mercedes-Benz and BMW actually spent money to invite people to the store for a test drive, which was really unexpected.
The screenshot of the group chat that this blogger broke the news shows that someone posted a part-time demand for a test drive to a number of BMW and Mercedes-Benz 4S stores in Nanjing.
Part-time staff can choose the store they want to go to, and the test drive activity is about 1 hour, and the salary is 60 yuan.
The blogger said that this kind of behavior is not the same as the real estate market back then, which paid people to see the house and create a popular scene.
In this regard, another well-known blogger said that it is not surprising to go to the store for a test drive and pay back the money, this phenomenon is BBA, and there are also state-owned new energy brands in the past.
On June 27, Yu Chengdong officially announced the latest battle report of the M9, which has been on the market for 6 months and has exceeded 100,000. Because the sales are too hot, even He Gang, who recently succeeded Mr. Yu as the CEO of the terminal, is waiting for the delivery of the car.
On the one hand, Huawei's comprehensive empowerment, the M9 is gaining momentum in the market, and on the other hand, it is the traditional luxury of BBA, which has begun to "exchange price for volume".
China is an important market for Mercedes-Benz and BMW. With the rise of domestic new energy vehicles, Mercedes-Benz and BMW, which were former "noble car companies", also had to bow their heads and start a price war.
There has been a rumor on the Internet about "Seven-fold Tiger (Land Rover) and Six-fold Leopard (Jaguar)", and recently "Five-fold Horse (BMW)" has also joined the ranks.
After the price was reduced, the sales volume did not rise, and some BMW dealers said that after the hot search on the "five-fold BMW", the consultation and clues increased, but the orders declined.
Not only BMW, but also dealers of other brands have encountered this situation, although the price has broken bones, but the customer flow and orders are at most flat, and it is inevitable that sales will decline.
From January to May this year, the sales of luxury cars plummeted, with many of the declines in the double digits, and nearly half of the traditional luxury brands saw their sales fall by more than 30%.
In particular, the sales of ultra-luxury brands have fallen by more than 30%. Among them, the worst is McLaren, which plummeted 91.3% year-on-year, only 9 vehicles were sold, and only 2 vehicles were sold in May.
From January to May, Maserati sold 681 vehicles, a year-on-year drop of 69%; Rolls-Royce 377, down 32.6% year-on-year; Bentley 1,099 units, down 30.7% year-on-year.
From January to May, Ferrari sold 348 units, down 31.1%; 258 Lamborghini, down 38.1%; Porsche fell by 40 percent.
In the first five months, BBA can sell an average of more than 50,000 units per month, and second-tier luxury brands are a bit stretched.
In addition to Lexus, Volvo, and Cadillac, which can achieve an average monthly sales of more than 10,000, Land Rover and Lincoln can barely sell 5,000 per month.
A few more words
Mercedes-Benz and BMW have not yet risen in the era of domestic new energy vehicles, and they can be described as bullish in the Chinese market, with various price increases and allocation reductions emerging one after another.
But in the era of new energy vehicles, it is a different track, and everyone starts again at the same time. At this time, Mercedes-Benz and BMW, which rely too much on the experience of fuel vehicles, are no longer powerful.
Although Mercedes-Benz and BMW are also engaged in new energy vehicles, Chinese consumers currently have a particularly low degree of recognition of them, and they are more inclined to buy new energy vehicles from domestic brands, and sales are the best proof of this.