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Accompanied by a piece of price reduction, the automotive market has ushered in a new 2005. Looking back on 2004, this year's auto market will make every dealer unforgettable. In 2004, it was the fiercest competition in the auto market. In 2004, it was also the year that dealers worked hard. After 2004, how do dealers look at the price changes and sales of their own brand and what they feel about the market in 2004. Looking ahead to 2005, what are the dealers' expectations and predictions? With these questions, the reporter visited some brand dealers. Brand: Nanjing Fiat Dealer: Borui Xiangxi Interlocutor: Shao Baoshun Shao Baoshun stated that Nanjing Fiat had two manufacturer-led price cuts last year, and one was the “Thunder Action†launched in March 2004. Fiat Paili was launched on March 18th. The Olympic, Siena, and Weekend Wind three major series of cars all significantly reduced prices, the highest price reduction of more than 10,000 yuan, an average decline of 12%; once in August promotions, different models of Nanjing Fiat have different preferential margins, some The dealers gave their rebates to the consumers at the end of the year and increased the margin of preference. "Surprise Thunder" has achieved a good market effect. The price of sales in August has continued to the present. In addition to the Siena, Palio, and Weekend styles, which were launched in February 2004, Nanjing Fiat listed in October with a price of only 66,800 yuan Palio 1.5EX, and achieved a good sales performance. Shao Baoshun said that 2004 was a very memorable year. Borui Xiangxi is expected to win the national sales championship of Nanjing Fiat. In the fierce competition, some dealers began to lose money. If the market in 2005 is still the same as last year, the pressure on some heavy-handling distributors will be very large and even face the problem of survival. In 2005, it will be a year of service between dealers. Brand: Dongfeng Citroen Dealer: Dongfeng Citroen Station, Auto Repair Factory Interlocutor: Guo Jing February 27, 2004 The price of the Beverly series was adjusted from 8,000 to 14,000 yuan, and the 04 new Beverly New Liberty fell below 80,000 yuan. Up to 79,800 yuan, the Beverly's price cuts have achieved very good results, 04 Beverly hot in March and April once sold. In April, Elysee's different models were price adjusted from 10,000 to 18,000. On the second day after the price reduction between North and South China Volkswagen in June, the Elysee series had a full price cut. The price cut was as high as RMB 12,000. After the price reduction, the minimum price of the car reached RMB 104,800, but the effect of this price cut was not very obvious. At the time of the Sino-French Cultural Year, the prices of Fukang and Elysee changed again. The minimum for Fukang was 68,800 yuan, and the minimum for Elysee was 10,180,000 yuan. The change in this price was more pronounced because of the effect of Fukang, because it fell below 7 The mark of 10,000 yuan, Elysee in the Elantra, Fukami and other models under the competition, sales have been tepid. Senna has begun to order production, the lowest price has dropped to 136,800 yuan, Picasso sales can not be on the amount, Beverly is still the main force of Dongfeng Citroen sales. Guo Jing said that sales in 2004 will have little profit from September, and 2005 will be a year of service. Brand: Audi Dealer: Borui Xiangyun Interlocutor: Wu Hao In August 2004, the Audi A4 took the opportunity to launch a promotional contest. On October 7, according to the promotional information released by FAW-Volkswagen, Audi A6 had a total discount of 20,000. Yuan; Audi A4 also sells 20,000 yuan at the same time, while FAW-Volkswagen launched the Audi D4 Memorial Pack (worth 31,000 yuan) and the Audi A43.0 quattro in August of the Audi A41.8T and 2.4 multitronic. The European Cultural Tour (worth approximately RMB 45,000) promotional activities continue to be effective. As a result of this promotion, the Audi A4 fell below 300,000 yuan. Audi's price promotions have caused a shock in the high-end car market. After Audi lowered the price, dealers still gave their rebates to consumers. From October onwards, Audi's price was basically stable, because the prices were already in the end. In the first quarter of 2004, Audi's sales were very good. From the beginning of April, Audi's sales began to decline. Starting from September, Audi's sales started to pick up, and now it has basically recovered to the first quarter sales level. However, because dealers have sent out year-end rebates, sales have basically no profit. Wu Hao said that in 2004 many dealers had experienced a change from profitable to flat and even losing money. However, this was inevitable in the development of the auto market. Through market competition, eliminating poor distributors, the market could gradually stabilize. Brand: Beijing Hyundai Dealer: Ruitong Jiaye Interlocutor: Liu Haigang Elantra has created a miracle in China's car market – a new model sold more than 100,000 cars that year! Sonata also maintains a market share of Class B vehicles. Ijj刈é‘?刈é‘?豢钗—豢钗 frequency of an enemy to stop?渫夤邸(1) Shadingé¡Buæµ…Jχ?χ———å©ç”·å©?Nanjing Volkswagen announced price cuts in June 004, Beijing Hyundai did not follow This is very wise. In September, Beijing Hyundai Motor Co., Ltd. announced that its product prices have been lowered across the board, with an average decline of nearly 10%. This has achieved very good results. Beijing Hyundai's September sales increased by more than 23% from the previous month to 15,570 units, hitting a new record high, including sales of Elantra 12,087 vehicles. At present, Elantra's sales are still very good, but dealers have almost no profit in sales. Liu Haigang believes that in 2005 the sedan market will grow rapidly from rapid growth, and the auto market will face the problem of homogeneity, homogenization of products, homogenization of methods and strategies of distributors and manufacturers, and homogenization of customers and markets. . Manufacturers should shape product differentiation by acquiring and enhancing R&D capabilities; dealers should differentiate their services by improving their management. Brand: Peugeot 307 Dealer: Huijing Keman Interlocutor: Su Mengchun After April 21, 2004 Dongfeng Peugeot 307 was successfully off the assembly line, during the Beijing Auto Show in June, Dongfeng Peugeot announced the price of 307, because of its products in the brand. There are considerable advantages in terms of technology, performance, and configuration. The number of orders received by 4S stores can reach around 200 in a single month. However, in the second half of the year, the market has undergone great changes. In the submarket, especially the 1.6L market, prices have fallen by nearly 30%-60%. As consumers have lost confidence in manufacturers' frequent price cuts, on November 21st, Dongfeng Peugeot 307 implemented a new price for the entire series, and all customers who have purchased Dongfeng Peugeot 307 will be compensated in cash for the difference portion. This move, to the people of the car to eat a sure pill, since then, Peugeot 307 sales have doubled, especially its 129,800 of an almost out of stock, so that the Peugeot 307 continues to be the same market price performance ratio Benchmarking. Su Mengchun said that the increase in the number of models in 2004 has reduced the market share of each brand; frequent price cuts have caused consumers to have a purchasing psychology, which not only has not promoted sales, but has constrained sales; the reduction of loans has caused dealers to lose money. Many customers. Many factors have caused the market to decline, but Dongfeng Peugeot has won the market by returning this marketing model with differential prices, and has also won the trust and respect of consumers. Brand: Shanghai Volkswagen Dealer: Volkswagen Fanchuan Interlocutor: Sunlinglin Shanghai Volkswagen's sales in 2004 were hot in the first quarter. Starting in April, with the changes in the entire automotive market, sales began to decline. In June, North and South Volkswagen teamed up. Price cuts, but have little effect on sales promotion. The Passat’s demand in January and February gradually stabilized, and Gower’s price cuts were relatively large. The 湓谙掳 peptides were very popular in the market – the four POLO markets were well-received due to the large variety of colors. Some models need to be ordered, and the 03 Polo has a very good market response due to its use of underwriting and as a special vehicle for car loans. Santana 3000 will have a share in taxi updates. Touran, due to its just-launched market, has fewer sources of supply and its market performance remains to be tested by the market. 2004 can be said to be a turning point in the market, the market has completely transformed from the seller's market to the buyer's market, the 2005 competition needs to tap the dealer deeper things, after-sales service will become a hot spot for competition. Brand: FAW-Volkswagen dealer: Borui Xiangheng Interlocutor: Jiao Xuezhi In 2004, FAW-Volkswagen sales of various models are relatively stable, there is no great ups and downs in each month, golf has grown at the end of the year, mainly due to 03 models of golf due to a good price Sales were good; Jetta's sales were relatively stable compared to last year, and Bora's sales dropped slightly from last year. The adjustment of the factory guide price in June has little effect on the promotion of sales. Starting from September 10, manufacturers have made price adjustments on models other than golf, Jetta’s adjustment rate is about 5,000 yuan, and Bora is about 8,000 yuan. The market in 2004 seems to be the current weather - winter, dealers propped up, squatting, and some have been unable to survive, and some dealers face pressure diving, making the market price more unstable factors. Some dealers have reduced the amount of tasks in 2005. Brand: Shanghai General Dealer: Diligence and Buick Interviewer: Zhang Wei Shanghai General Motors' breakthrough in May 2004 The price adjustment in 2005 has achieved the expected results, but with the frequent price cuts in the auto market, the effect of price reduction is getting weaker. The market price is ultimately determined by the market. The price changes of Excelle and other models are also the result of continuous adjustment and accumulation. HRV can now refer to the current car. Beginning in 2005, from the manufacturer to the 4S shop, the survival of the fittest and the fittest will survive. Brand: Changan Ford Dealer: Yazhijie Century Interlocutor: Wang Liwei Mengdiou Since its listing in March 2004, due to its good price/performance ratio, it has been selling well and continuing until July. It began to be affected by the price cuts of other brands in August, Mondeo. The sales situation changed from the original hot sales to dull. In late September, some dealers began to lower prices first. After that, as the market competition became more fierce, dealers’ price cuts also continued to increase. The Carnival had a big price adjustment before May 1st last year, and the Carnival’s current sales were somewhat tepid. The year 2004 is a year of full competition. The competition in 2005 will be even fiercer. The auto market is still in an adjustment period. This adjustment period will continue for some time. The market in 2005 will filter out some less competitive dealers. Wang Xiaokun 
May 21, 2024