The auto market starts the “final battle”: new cars are frequently unveiled, and 58 groups of 4S stores are tested every day

Our reporter Chen Yannan reported in Beijing

China’s auto market is starting the “final battle” in 2022.

“Autumn has always been the golden period for the auto market, so there are a lot of inquiries. In fact, this hotness may continue until the end of the year.” A FAW Toyota salesperson told the “China Business News” reporter. In October, the reporter visited a number of 4S stores and found that even during working days, there were many 4S stores with large passenger flow.

In a Mercedes-Benz 4S store located in Changping District, Beijing, the reporter saw dozens of consumers waiting for test drives, negotiating prices with sales staff, or waiting to pick up their cars. “During the National Day, the flow of people is larger, and there are about 58 groups of consumers who test drive every day.” Mercedes-Benz staff told reporters. This hot situation also appeared in a new energy vehicle store. “The flow of people has not been interrupted in the past two months, and there are not a few people ordering cars, so the inventory is also tight.” The sales staff of Geometry Motors told reporters. “Our discounts will continue until the end of October.” Euler’s sales staff told reporters.

A few days ago, data released by the China Association of Automobile Manufacturers (hereinafter referred to as “CAAM”) showed that in September 2022, car sales were 2.519 million, a month-on-month increase of 5.7% and a year-on-year increase of 21.3%; from January to September 2022, car sales 19.379 million vehicles, a year-on-year increase of 3.9%. Chen Shihua, Deputy Secretary-General of the China Automobile Association, said: “During the traditional golden consumption season, the continuous efforts of the vehicle purchase tax reduction policy have had a very obvious boost to the auto market. The monthly production and sales of automobiles in the third quarter of this year increased rapidly, showing a ‘low season’ overall. It is not slow, and the peak season reappears, which drives the industry to stabilize and rebound. The purchase tax incentives and other policies to promote consumption continue to exert force, and the sales of passenger vehicles have returned to a normal state and showed a rapid growth trend. The year-on-year growth rate in the first three quarters has reached 4.4%. %, sales are not expected to decline in the next three months, and the auto market this year can reach the 5% growth target.”

17 vehicles were sold during the trial operation period of the National Day Ying Xiaofeng

In the FAW Toyota 4S store in Changping District, Beijing, the reporter noticed that only 4 cars were placed in the huge store, and some models were not displayed, but it did not affect the store’s passenger flow. In this regard, the dealer told reporters: “We only started trial operation on October 2, but 17 cars have been ordered during the short National Day period.” He also told reporters: “The original store location was in Hebei, and recently Only entered the Beijing market, because the Beijing market has a large demand for changing cars and buying a car, and there are more high-end consumers, so the potential is large. In addition to the opening of our new store, it can be cheaper by about 10,000 yuan compared to other 4S stores. For example, Asia Dragon can be cheaper by about 20,000 yuan as a whole.”

In fact, the hot car market has continued since June. During the visit, the reporter found that a white seven-seat GLB was parked in front of a Mercedes-Benz 4S store. “We have given a discount of 50,000 yuan for this car, which is very strong. The owner will come to pick up the car after a while. At the same time, the C-class car can also be discounted by about 40,000 yuan. Consumers who buy GLB and C-class cars now Most of them, the price of bicycles can be roughly below 300,000 yuan after the discount. The overall situation in the first half of this year is not very optimistic, but since June this year, it can be clearly felt that there are more and more consumers.” Mercedes-Benz sales staff told reporters .

It is understood that on May 31 this year, the Ministry of Finance and the State Administration of Taxation issued the “Announcement on Reducing the Purchase Tax for Some Passenger Vehicles”, proposing that in order to promote automobile consumption and support the development of the automobile industry, the purchase date will be in June this year. During the period from 1st to December 31st, the vehicle purchase tax will be halved for passenger cars with a displacement of 2.0 liters and below whose bicycle price (excluding VAT) does not exceed 300,000 yuan.

Driven by favorable policies, the domestic auto market began to recover in June. According to data released by the State Administration of Taxation, from June to August this year, about 3.553 million vehicles across the country enjoyed the vehicle purchase tax reduction policy. In September this year, the domestic auto market continued to perform well. Among them, the sales volume of traditional fuel vehicles was 1.453 million, a year-on-year increase of 12.2%.

“BMW’s discounts are really good now, because it’s the fourth quarter, and the end of the year is due, and car companies are also sprinting, so the preferential policies on National Day are still continuing. BMW X1, X2 can be discounted about 70,000 to 80,000 yuan. 10,000 yuan, you can also enjoy the policy of halving the purchase tax. The new BMW 3 Series just arrived at the store on October 10, so it is not very strong, but it can also be discounted by 10,000 to 20,000 yuan.” BMW’s sales staff told reporters.

“On the National Day holiday of ’11’, local festivals are advocated in many places, and dealers carry out various marketing activities to attract traffic. Factors such as the launch of small auto shows, the centralized launch of new cars, and the upsurge of self-driving tours all have certain support for sales.” China Auto Circulation Lang Xuehong, deputy secretary general of the association, said, “Under the policy of halving the purchase tax of 60 billion yuan, sales in October, November and December may continue to maintain positive month-on-month growth, and the growth rate will continue to increase. The effect of the policy of halving the car purchase tax is expected. It peaked in November.”

New energy has become the main battlefield, with continuous promotions and new cars rushing to the market

The same fiery continued to the new energy vehicle store. The reporter saw in an ORA store that the sales staff were busy inviting customers to the store to see the car and test the car. “During the National Day, there can be more than a dozen groups of consumers in the store every day to consult and see the car. Usually, the store can sell about 40 cars per month. Among them, the Haomao model has a wider audience and is more expensive. It is also relatively low, with more than a dozen units sold during the National Day, and the sales account for the largest proportion.”

At the same time, different degrees of discounts have also appeared in new energy vehicle stores. Euler’s sales staff also told reporters: “During the National Day, good cats can be discounted by about 7,000 yuan, and ballet cats can be discounted by 5,000 to 8,000 yuan. This preferential price has been extended until the end of October. The degree of discount at this price is the trough of this year. .”

In order to seize the golden period, Tesla has also begun to stimulate terminal consumption through various preferential policies. Tesla told reporters that if you place an order and complete the pickup between October 1st and December 31st, and purchase corresponding auto insurance through Tesla’s cooperative insurance agency, you can enjoy insurance subsidies by reducing the final payment by 7,000 yuan. In addition, many car companies such as Ideal Auto and Xiaopeng Motors have launched various preferential policies. “During the National Day, Xiaopeng P7, P5, G3i have a price deduction of 5,000 to 10,000 yuan; Ideal ONE has a cash discount of 15,000 yuan.” A salesperson said.

As a critical period for major car companies to hit their annual sales targets, from September to October every year, all car companies are on the lookout for better sales results. In addition to various promotional policies, various brands have also accelerated the rhythm of launching new cars.

The reporter noticed that many new energy vehicle companies released new cars in September and October. The ideal L8, which was originally planned to be launched in November, was launched on the last day at the end of September. At the same time, Wenjie M5 EV, New cars such as Xiaopeng G9, Hongguang MINIEV Convertible, Chery Wujie Pro, Leapmotor C01, and Ziyoujia NV have also been launched.

The latest data from the Passenger Federation shows that in September this year, the retail sales of new energy vehicles in China are expected to be 580,000 units, a year-on-year increase of 73.9%, and the penetration rate is 29.7%. With the increasingly fierce competition of new energy vehicles, the sales rankings in September have also changed. Among them, BYD has become the king of new energy vehicle sales, with sales exceeding 200,000 in September. Tesla ranked second, delivering more than 83,000 vehicles in September, setting a new record for monthly deliveries again.

As traditional car companies continue to increase their weight in the transition to electrification, sales of new energy vehicles continue to rise. Some high-end new energy brands launched by traditional car companies performed well. For example, the sales volume of Geely Auto’s Krypton brand climbed to over 8,000 units in September; SAIC Zhiji delivered 1,019 new cars in September; the delivery volume of the Qjie jointly launched by Celis and Huawei continued to exceed 10,000 units in September, reaching 10,100 units .

Under the heat, the inventory is tight, and the car companies start the delivery battle

It is worth noting that due to the large number of people ordering cars, some of the inventory in the store is also tight. The sales staff of Geometry Motors told reporters: “There are only a few existing cars in the store now. In fact, most of the existing cars in the store are tight. Because the cost of new energy vehicles remains high, the prices of raw materials have been rising. The development of new energy vehicles is also faster. , the acceptance of new energy vehicles by consumers is also increasing, and the number of customers who exchange oil or electricity for electricity is also increasing, so this year, there has been a special shortage of cars in the store.”

A BYD insider said: “Currently there are still hundreds of thousands of orders in hand, and production capacity is the main bottleneck. We must expand production capacity as soon as possible to ensure delivery, and at the same time focus on qualitative growth as much as possible.” Mercedes-Benz staff also told reporters: “Due to the lack of Due to the impact of the core and the increase in purchase volume, there is also a shortage of some hot-selling models.”

“The issue of delivery has become the primary problem restricting the company’s current development.” On October 7, Zhu Huarong, chairman of Changan Automobile, said at the pledge meeting of “Fighting to Ensure Delivery in the Fourth Quarter” that Changan Automobile’s terminal delivery is under pressure. As of now, Changan Automobile has There are still more than 160,000 undelivered orders, and the longest delivery cycle is more than 4 months.

Faced with the incremental space in the fourth quarter, car companies and dealers have begun to step up inventory replenishment to meet purchase demand. According to data from the China Passenger Car Association, the domestic auto market has replenished nearly 170,000 vehicles in the first nine months of this year, and the inventory replenishment from May to September is relatively large. Among them, manufacturers’ inventories in September increased by 60,000 vehicles month-on-month. Cui Dongshu, secretary-general of the Passenger Federation, said that the increase in wholesale from May to September laid the foundation for strong retail growth at the end of the year.

The Passenger Federation also believes that some car companies have also adjusted their production rhythm this year, which is conducive to increased production. At present, the inventory of fuel vehicles is gradually abundant, production constraints have been improved, and the problem of poor delivery of best-selling models is gradually easing.