GAC anti-involution, because the discount is too big to hurt profits? Highlander dropped 80,000, and Haobo GT dropped 90,000

Zhiyi Automobile

2024-07-01 16:02

Zhizhi Auto / Zhengqi

GAC Group has always been a low-key but powerful car company in China's auto market. Recently, GAC executives shouted "the same rights of oil and electricity" can also be described as loud. But in fact, this call is actually a sign of weakness, because the profits of GAC Group's models have been eroded in the price war.

1. Highlander has preferential prices, and the profits of joint venture models are compressed

The reason why GAC Group has formed a "low-key but strong" image is that its profits mainly come from joint venture brands such as GAC Toyota and Honda.

GAC Toyota and Honda have brought huge and stable profits to GAC Toyota by relying on star models such as Camry, Highlander, Sena and Accord. Among them, Highlander has to buy at a higher price for a long time.

And now, the price of Highlander has almost collapsed, and the "value-preserving car" that once increased its price by 5,000 is now discounted by more than 70,000. Sena, which used to need to pick up the car at a higher price, now also gives a discount of about 60,000 yuan.

These former "price increase god cars" are not having a good time, and the prices of GAC Toyota models that had discounts before are now diving.

2. The Camry price system is chaotic, and the mainstream model has a discount of more than 50,000

The price of Camry, which once sold more than 20,000 yuan a month, is even more chaotic under the 4S store system, and the discount of 2-30,000 yuan is slightly more sincere than before. But in fact, there are still a large number of old Camry on the market, and these old cars with a small gap between the configuration and power and the current model have a significant discount of 6-70,000 yuan.

In addition, the best-selling cars such as Fenglander, Weilander and Leiling now also have discounts of about 50,000 yuan. In previous years, the discount for these models was only about 20,000 yuan at most.

Compared with GAC Toyota, GAC Honda's discounts are not far behind. The Accord, which has an entry guide price of 179,800 yuan, is now discounted at about 48,000 yuan, and the price of the entry version has fallen below 140,000. At the beginning, the discount of Accord with a monthly sales of more than 20,000 yuan was generally only about 10,000 yuan

And Honda Haoying, Guandao, Odyssey and other famous models are now discounted by more than 50,000 yuan. The Honda Fit, which used to have a strong price, now also gives a discount of 20,000 yuan.

For GAC Group, while the prices of these joint venture models are collapsing, the products of its own brand have not fully grown is the most fatal.

3. There are not many popular models of Trumpchi, and the brand power of Aion is insufficient

GAC Group has not done nothing in the operation of its own brands in recent years, but on the whole, the results are not obvious enough.

First of all, Trumpchi, a subsidiary of GAC Group, is a brand that has been operating for many years with fuel vehicles as its main model. Among them, the Shadow Leopard, Trumpchi M8 and GS4 are the most well-known models of this brand.

But in terms of sales, Shadow Leopard's monthly sales are hovering around 2,000 now, and even if there is a discount of 46,000, all kinds of ghost fire boys still don't buy it.

The Trumpchi M8 and GS4 also have discounts of more than 20,000 yuan. The pricing of these models is not high, and they do not bring much profit under the discount, so it is naturally difficult to form a scale effect.

And GAC Group's new energy brand Aion, although it has hot-selling cars like AION S. However, the stereotype of "online car-hailing" makes it difficult for Aion to form a brand effect. The collapse of the high-end brand Haobo has also made GAC's high-end new energy road difficult.

Haobo GT, which was once a high-profile market, now has a discount of up to 90,000, but the monthly sales are only 522 units. Therefore, GAC Group's anxious shouting of "oil and electricity parity" is not only a call for fair competition in the market, but also a cry in the frenzy of price wars. However, GAC Group's models are not useless, and now after a sharp price cut, consumers can choose the opportunity to buy their favorite models.

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