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The "price war" is not followed? A number of joint venture car companies began to raise prices, and BYD still has a killer feature

The "price war" is not followed? A number of joint venture car companies began to raise prices, and BYD still has a killer feature

Civil and military lanes

2024-07-21 18:25Posted in Hebei Automobile Creator

Recently, BMW announced its withdrawal from the "price war" on the hot search, and then it was also rumored that Mercedes-Benz and Audi also followed up. And now the "exit" price war seems to have made many joint venture brands also reach a "consensus".

At present, many media reports have said that Toyota, Honda, Volkswagen, Volvo and other car companies have said that they will adjust the terminal policy from July, reduce the preferential force, or no further price reduction. It is worth noting that the terminal 4S stores of some car companies have begun to "increase prices", and the preferential range has been further narrowed.

The "price war" is not followed? A number of joint venture car companies began to raise prices, and BYD still has a killer feature

It is understood that the price of the BMW i3 naked car in the BMW 4S store has risen from 190,000 yuan to 200,000 yuan, an increase of about 10,000 yuan. Previously, the BMW iX3 loan was 165,000 yuan, and the price of the naked car was 240,000 yuan, but now it has also increased by about 10,000 yuan. In addition, popular fuel vehicles such as Honda Accord, Volkswagen Passat, Audi A4L and other popular fuel vehicles have also risen in terminal prices.

From the vigorous follow-up price war at the beginning, they have now left the market. Some people say that joint venture car companies have begun to rationally look at the changes in the market, and the author believes that in fact, the joint venture brand announced its withdrawal from the price war, and more wanted to give up its share to ensure a certain profit. After all, these joint venture brands don't want to give up profits while still not getting the market share they want.

The "price war" is not followed? A number of joint venture car companies began to raise prices, and BYD still has a killer feature

According to the latest sales data of the Passenger Car Association, the retail sales of mainstream joint venture brands in June were 480,000 units, down 27% year-on-year and 1% month-on-month. Retail sales of luxury cars in June reached 250,000 units, down 17% year-on-year. Among them, the retail share of German brands in June was 18.6%, down 2.6 percentage points year-on-year, and the retail share of Japanese brands was 14.3%, down 3.5 percentage points year-on-year. The retail share of the U.S. brand market reached 6.3%, down 2.9 percentage points year-on-year.

The declining share of joint venture brands and luxury brands is undoubtedly pocketed by independent brands. According to the data of the China Passenger Car Association, the retail sales of independent brands in June were 1.03 million units, a year-on-year increase of 10% and a month-on-month increase of 5%. The domestic retail share of domestic brands was 58.5% in the month, up 9.3 percentage points year-on-year, and the cumulative share of domestic brands in 2024 was 57%, an increase of 7 percentage points year-on-year.

The "price war" is not followed? A number of joint venture car companies began to raise prices, and BYD still has a killer feature

Looking at it more specifically, most of the growth share of independent brands is due to the hot sales of new energy products. This is a reflection of the weakness of the current joint venture and luxury brands, which have not seized the opportunity in the context of the gradual expansion of the new energy market share. Although in recent years, many joint venture car companies have also begun to pay attention to this market, the Volkswagen brand has launched a new ID. and other brands, Honda and Toyota are also increasing their weight, but at present, whether they can "wrestle wrists" with BYD, Geely and other head independent car companies remains to be examined.

Another point that cannot be ignored is that in the era of new energy vehicles, the "pricing power" of products firmly controlled by joint venture brands has been uncontrollable. If there were no Chinese car brands launched one after another, the Volkswagen Santana, which sold 200,000 yuan, is expected to continue for many years. Subsequently, Chinese auto brands prospered, but joint venture brands still firmly controlled the pricing of different market segments, such as mid-size sedans and compact SUVs for 200,000 yuan, C-class sedans for more than 300,000 yuan, and luxury medium and large sedans for 500,000 yuan. In the era of fuel vehicles, independent brands have shouted the slogan of "rushing high", also trying to break this "tradition", but with little success.

The "price war" is not followed? A number of joint venture car companies began to raise prices, and BYD still has a killer feature

Now that the times have really changed, some people lament that the Toyota Camry is only 140,000, and the Passat is even 130,000, a price that was unimaginable before. But they may not have paid attention to the fact that the BYD Qin L, which is also positioned as a mid-size sedan, has a starting price of only 99,800 yuan, and is equipped with BYD's latest fifth-generation DM-i technology. In the first natural month of the car's launch, sales exceeded 20,000 units. Judging from the sales volume, you can know which brand consumers recognize and which products they are willing to buy.

There is no doubt that the era of joint venture brands lying down to make money in the past has passed, and independent brands and new car-making forces, with the opportunity of new energy vehicle transformation, have broken the "ceiling" with waves of attacks that are smarter, more cost-effective, and better service.

The "price war" is not followed? A number of joint venture car companies began to raise prices, and BYD still has a killer feature

Now that the joint venture brand chooses not to follow up the price war, can the price war end? In the author's opinion, this is just wishful thinking. No, the BYD Song series models equipped with the fifth-generation DM-i technology will also be launched in July, and the joint venture car companies will undoubtedly face a more severe test of life and death if they do not come up with some dazzling technologies and products.

(This article is originally produced by Wenwu Lane New Media Studio, please indicate the source: Wenwu Lane, the author of this article: Xia Mu, personal opinion, for reference only)

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  • The "price war" is not followed? A number of joint venture car companies began to raise prices, and BYD still has a killer feature
  • The "price war" is not followed? A number of joint venture car companies began to raise prices, and BYD still has a killer feature
  • The "price war" is not followed? A number of joint venture car companies began to raise prices, and BYD still has a killer feature
  • The "price war" is not followed? A number of joint venture car companies began to raise prices, and BYD still has a killer feature
  • The "price war" is not followed? A number of joint venture car companies began to raise prices, and BYD still has a killer feature
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