The third round of price war in the auto market has begun, and the decline of these seven cars is expected to increase

Caption of the car

2024-06-28 15:37Creators in the automotive field

What can be seen is that one new car after another is listed, and the invisible place is the underwave of a new round of price war, and the third round of price war has already started, and the price of these 7 models "can't hold on".

智己LS6

Nothing happened, but suddenly sales collapsed.

From a product with explosive potential to a monthly sales of three digits, how long does it take for no one to care? Zhiji gave the answer with his own example - half a year.

In just half a year, this highly anticipated and likely to become a new dark horse model in the mid-size SUV field has dropped from 9,878 units per month to 483 units today. The disparity is staggering. Some people say that it is the negative impact of the failure of the car machine system, which leads to the decline in sales, and there are some reasons for this, but Zhiji's follow-up adjustment action is also very fast, so the collapse and collapse of sales is just a fuse, not the root cause.

The main impact is the market environment, competing products, especially the models in the price range of 200,000 and above, there are too many new products, and the advantages are particularly obvious in the product life cycle, the diversity of version selection, and even the price level, and the potential audience will inevitably be scraped. Especially in the past, Zhiji LS6 featured high-end intelligent driving points for models equipped with LiDAR + NVIDIA Orin X chips at the same level, and now Leap C16 is only about 170,000, these configurations are on the car, or an extended range version, and consumer acceptance is higher. In contrast, the advantages of Zhiji LS6 have gradually disappeared, and the shortcomings in brand influence and even price still exist, and the decline in sales is also reasonable.

And Zhiji has a "fatal" shortcoming, that is, the price will increase when the sales volume improves slightly, such as Zhiji L6, just a little bit of popularity and sales, the terminal discount will be narrowed, and many consumers will be dissuaded. At present, judging from the actual transaction price of the owner, the terminal price ranges from 2-40,000 yuan, and the lowest price of the entry-level naked car is around 180,000 yuan. There is also financial policy support with 0 down payment and 0 interest and low daily payment, and it is painstaking to boost sales. The Zhiji LS6 completed the facelift at the beginning of the year, so the trend in the second half of this year will still make a fuss about the price, and the decline may increase.

Toyota Highlander

Once, it was the public enemy of all mid-size SUVs, no price increase was an alternative offer, and used cars were more expensive than new ones!

These are all legends about Highlander. Although it is exaggerated, it also proves the status and popularity of the past. Although the appearance space and the configuration of the crotch pull are not top-notch, it is by virtue of the brand influence and the relatively balanced strength of the comprehensive model that it has stabilized its position.

However, that is before the rise of new energy models, new energy models are uncoiled, the same price can give consumers a better car experience and feelings, the same level of models can give a lower price, the most critical car cost has an advantage, Highlander's advantage is no longer, sales are gradually declining, the lowest monthly sales are only 4K+. Not only that, but the share of Japanese cars has collapsed, and the status and influence are not as good as before. Representative models of various market segments, classic benchmarks, have begun to be replaced by new energy models.

So Toyota and Honda have all learned to be smart, and the terminal has begun to decline. Take Highlander as an example, now the official reduction + increase, and the refrigerator color TV sofa, how can it not be considered a price collapse in another sense. The guide price has been lowered, starting from 249,800, and most stores still have a cash discount of 20,000 yuan, entering the price range of 229,800 yuan, and there are 8155 chips on the car.

Although the exterior is still the familiar Japanese car style, the interior has been upgraded and improved, focusing on the car machine system and materials, as well as sound insulation, etc., which is very attractive to the consumer groups who pay attention to the brand and favor fuel vehicles. Compared with new energy products at the same price, it is a relative pity that high-end intelligent driving is not equipped.

Lexus ES

The Japanese car "Myth" was not spared, and the early 200,000s bought the Lexus ES.

Lexus ES is a very special product, although its size can only be counted as a B-class car, but with the identity of pure imports, plus a series of policies such as free maintenance and repair during the warranty period, as well as JD.Power's reliability ranking first empowerment, in the hearts of consumers, once leapfrogged and Audi A6L and Mercedes-Benz E-class and BMW 5 series to compete. In fact, it is not difficult to see from the positioning and price that it is still aimed at Mercedes-Benz C-class and luxury brand B-class cars such as BMW 3 Series and Audi A4L, and it is not considered a C-class car camp. The sales volume has also steadily exceeded 10,000, and it can even reach 20,000 at its peak, which is a reflection of the high recognition of domestic consumers.

When the Lexus ES was popular, it was common for the terminal to increase the price, and no price increase was an alternative discount. Even so, many people are eager to take advantage of the combined cost of the car, the free maintenance and repair of the vehicle during the warranty period, and the excellent fuel economy. Now it's different, the terminal not only has discounts, the discounts are running to 100,000, from the actual transaction price of the owner, the discount of 7, 80,000 is a common thing, some areas of comprehensive discounts, the entry version of the naked car can really enter the early 200,000s, it is also a rare situation for consumers, and the "myth" of Japanese cars has not been spared.

Mercedes EQA

Less than 200,000, Mercedes-Benz SUV, pure electric range of 619km, theoretically should not be sold.

But the facts have proved that Mercedes-Benz's brand halo does not work in the field of new energy, Mercedes-Benz EQA only sold 242 units in May, even if it drops by 130,000+, not many people buy it.

The guide price of this car is even more jaw-dropping, 322,000, just one model, and there is no difficulty in choosing. Seeing this, I can only say thank you for the domestic new energy, if there is no domestic new energy to join and unbook, maybe now everyone is still spending more than 300,000 to buy models like EQA, and still complacent. Now it's different, consumers' appetite has been "spoiled" by domestic new energy, no longer obsessed with the brand halo and effect, but really value the model's own strength, like EQA, positioning compact SUV, from size to design to configuration and car experience, in the same level and even the same price models are not outstanding, naturally there is no way to attract the attention of consumers, and it is not incomprehensible that the price reduction cannot be sold.

Judging from the actual transaction price of the owner, EQA's current terminal discount is 130,000+, and the entry-level naked car has entered the 200,000 price range, even falling below 200,000, around 190,000, and the limit price in some areas can reach around 16 or 170,000, which can only play a reference role.

奥迪Q4 e-tron

199,000, the price of making a friend that Xiaomi has not realized, Audi has brought.

Audi's pure electric SUV has a pure electric range of 560/605km, rear-wheel drive + four-wheel drive, standard variable steering ratio, and simulated sound, with a drop of more than 100,000 and 190,000. It still sounds quite attractive, but not so many people actually pay for it, according to the May sales data, only 1,200 units of the Q4 e-tron were sold, and Audi's brand halo is also not effective in the new energy sector.

This is the dilemma faced by the first-line luxury brand where Mercedes-Benz, BMW, and Audi are located, and the comprehensive product strength is not outstanding, and there are not even too many shortcomings that lag behind, but the sales and recognition are not high. Audi Q4 e-tron has dropped by more than 100,000 at present, the price of the entry-level naked car is around 190,000, Xiaomi SU7 is more expensive than it, it is difficult to break the "inherent impression" of consumers in the field of new energy for joint venture brands, it is really feng shui turns, it is difficult to break through the impression positioning of domestic cars in the field of fuel vehicles, and now it is the turn of the joint venture car.

Mercedes C-Class

The Mercedes-Benz C-class in its early 200,000s, the fuel luxury car with a price crash, how many people have been stung.

Let's see you for a long time, the price of Mercedes-Benz C-class has entered the early 200,000s. If the models of Mercedes-Benz, BMW and Audi in the field of new energy rely on sharp price reductions because the electrification transformation is unsuccessful, then the first-line luxury brands in the field of fuel vehicles have also begun to promote large discounts and collapse prices, then at least it reflects that the impact of new energy models is no longer limited to the field of new energy, and the entire car market, fuel models will also usher in subversion.

You look at the Mercedes-Benz C-class, as a classic benchmark and representative model of the B-class car luxury segment, the price is also exceptionally strong, but the recent terminal decline is running to 100,000, and the naked car has fallen to around 230,000 after the discount, and even lower in some areas. For the money to buy a Xiaomi SU7, there is no problem at all with buying a Mercedes-Benz C-Class. Traditional fuel luxury brands are facing huge challenges. However, it is clear that the effect of price reduction is also immediate, and in May, Mercedes-Benz C-Class sold 17,000+, compared with the monthly sales data of 10,000 units in April, and the sales volume increased significantly.

Porsche Macan

Did you see the hot search two days ago? The 450,000 Porsche, as well as the Taycan with a 7% discount, make people shout, and the ultra-luxury first-line brands can't bear it?

The good news is that there are indeed 450,000+ Macans, and Taycans with a 7% discount, bad news, Porsche needs to be optional, there is no Macan with less than 500,000, and the Taycan with a 7% discount is the old model.

The new energy collective is open, the days of fuel vehicles are difficult, and the days of fuel luxury cars are even more difficult. But even Porsche, the most commercially successful ultra-luxury car brand, is now in trouble. In the past, Porsche could not be bought at a higher price, and now Porsche, it is not easy to sell at a reduced price. Sales are also visible to the naked eye, in the first quarter Porsche China only delivered 16,340 units, a year-on-year decline of 24%, and then do nothing, in the face of the success of models such as the M9, it also indicates the loss and future of joint venture brands in the high-end market.

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