Say goodbye to the diversification of single-price chariot sales

Say goodbye to the diversification of single-price chariot sales

The introduction of new models, the old models clearance; the automobile market is heating up, dealers have started to launch various types of promotional activities ... ... After the Spring Festival holiday, the Beijing auto market is gradually warming up. Recently, the reporter saw in the major auto trading markets and 4S stores in the capital, compared with the period during the Spring Festival, the traffic volume in the auto market has increased significantly in the most recent week.

The rising popularity of the auto market stimulated the sensitive nerves of businesses. In February, major car companies began to exert their power and opened the prelude to the 2012 auto market. Automobile manufacturers give policy, dealers plan all kinds of activities, and the auto market promotion war starts.

However, compared with previous years, this year's car sales promotion price war is no longer the only choice, but presents a variety of features. Into the car market we can see that in order to attract eyeballs, various brand dealers are making moves.

Economy car: Gifts are constantly refurbished

Chery Tiger offers 13,000 yuan, another credit or replacement million spree; Jetta cash discount 3,000 yuan, another value of a few hundred yuan in the car interior decoration; Swift cash discount 5,000 yuan, the other to send 5,000 yuan worth of decoration ... and Compared with the pre-holiday period, the increase in cash discounts for economic vehicles was small, but the weight of gift packages was increasing.

Constrained by the low price of the car itself, although the sales of economic vehicles are generally not very good, it is difficult to make big profits on cash. However, in the face of an increasingly warm car market, dealers are still racking their brains to add new promotional tools to attract customers, while increasing the content and quantity of gifts has become the choice of most dealers.

In addition, the reporter visited the auto market also learned that from the New Year's Day, sales of economic car dealers, especially independent brands, have started to have manufacturers to promote sales support. A sales manager of the FAW Pentium 4S store told the reporter that due to the weak profitability of the models, it is difficult for dealers to launch large-scale promotions on their own, but for economical car customers, the car refrigerators, vacuum cleaners, mobile car power supplies, and even value More than a dozen purses, keychains, etc., are very popular gifts.

A marketing manager at a BYD 4S shop told the reporter that a wide variety of small gifts can serve as a way to attract customers.

High-grade car: price war has already started

The price war is still the main means of PK among mid- to high-level cars. With the launch of new models of various brands in the form of blowout, the competition in the mid-to-high-end car market has become intense. We have seen that the first wave of price cuts this year was triggered by the mid-to-high-class car market.

Scorpio offers a maximum discount of nearly 40,000 yuan; the 2012 Accord offers a maximum of 22,000 yuan; the new Passat offers more than 20,000 yuan; the new Magotan offers nearly 20,000 yuan; the Dongfeng Peugeot 508 offers nearly 30,000 yuan. The increase in promotional efforts can be seen in the mid-to-high-end auto market price war has been fully opened.

The new Camry is in the uplift period, the new Accord is added to the listing, and Shanghai GM Chevrolet heavy new car Mai Rui Bao is also about to join the mid-to-high-end car market in the battle... A new model to promote the promotion of middle and advanced Competition in the car market has continued to intensify. Market participants predict that in the next month or two, the price war for mid-to-high-end vehicles will continue to heat up.

Luxury car: Competition is more important than price war

BMW 3 Series offers up to 90,000 yuan; Volvo XC90 offers up to 100,000 yuan; Mercedes-Benz B offers up to 70,000 yuan; Audi A3 offers up to 30,000 yuan; Lexus ES240 offers up to 40,000 yuan... into 2012, luxury The competition among brands at each level of the brand is further intensified, but each home is almost at the same time aware that competition is not the best means to grab customers.

Recently, the reporter learned after visiting major luxury brand distributors that the first order issued by many manufacturers to distributors this year is not to increase sales efforts, but to improve service levels. If Lexus clearly directs distributors, this year's work will focus on improving customer service satisfaction. Mercedes-Benz, BMW, Audi and other luxury brand dealers also told reporters that manufacturers are now monitoring the quality of service more and more strict, we must ensure that in providing customers with high-quality vehicles, but also allow them to deeply feel the brand's quality Service Level.

Therefore, it can be predicted that this year will be a year for the luxury brand to fight for service. According to market sources, on the one hand, the price range of luxury brand products continues to be explored. On the one hand, service levels have been continuously improved. This way, more consumers will be able to join the luxury car owners' camp this year, and the luxury car market will increase. The speed will be further accelerated.

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