Low price of domestic BMW X1 Audi Q3 will meet the price of "landmines"

BMW's first domestic SUV model was officially launched on the market a few days ago, and its lowest official price of 282,000 has once again lowered the threshold of luxury car prices. The low price of the domestic BMW X1 will undoubtedly plant a "landmine" for future competitors.

In 2012, the competition in the luxury car market intensified. After a full-scale war with the price of a Mercedes-Benz S-Class model in February triggered a full-scale outbreak of the high-end car price war in Germany, and now it has once again entered the market with the low price of the BMW X1. Adds a strong gunpowder flavor to the luxury car market.

Xi Yifeng, general manager of Beijing Yayuncun Automotive Trading Market, said in an interview with reporters that according to the Asian market research, entry-level luxury cars are basically at a loss level at the dealership level, so this market profit has no room for compression. Nevertheless, the focus of competition in the luxury car market is still in the SUV segment.

The relevant person in charge of the price war broke out and told a reporter in Beijing that the localization of X1 was decided more than a year ago, and BMW Brilliance completed the localization process as a support. Some analysts believe that among the top three Germans, BMW's response to China is the fastest, which is not unrelated to its foreign-led model.

The launch of the domestic BMW X1, Dai Lilei, senior vice president of BMW Brilliance marketing, said, "In this market segment, the BMW Brilliance X1 does not have a direct competitor." This clearly poses a problem for the Audi Q3 that has not yet been introduced into China.

As we all know, the success of the Audi Q5 has become an important source of profits in the Chinese market, and it also shows that there is an opportunity in the domestic luxury car SUV market. Afterwards, the domestic Mercedes-Benz GLK was put on the production line at Beijing Benz.

As a latecomer to the domestic SUV field, BMW did not select the mid-level SUV market segment as the first step in localization, but chose a compact SUV segment as a breakthrough. This is an opportunity to set a price for the Audi Q3.

An Audi brand dealer told the reporter that in 2012 Audi did not plan to bring Q3 to China. According to Audi's consistently conservative market strategy, Q3 must be tested for imported sales.

The person in charge of Mercedes-Benz said to reporters that he did not sell the relevant models in this market segment. Therefore, the construction of relevant channels and equity grooming are the top priorities for Mercedes-Benz.

Regarding the argument that the price war was first opened, Cai Gongming, vice president of sales for Mercedes-Benz (China) Sales Co., Ltd., said, "Mercedes-Benz is quick to sell, in order to stimulate demand as soon as possible. Once activated, the consumer demand for upgrading will form. A larger range of purchasing power. At present, demand activation has already begun to take effect, and the trend of the price increase of the model has become more apparent."

The SUV became the main battlefield, Chi Yifeng, told reporters that the price war for this luxury car that continues to unfold at the beginning of the year is inevitable. This is mainly due to the following reasons: First of all, last year's "luxury car fever" made the luxury car companies represented by the top three German companies overestimated the Chinese market. Secondly, last year's shortage of imported vehicle products caused overseas market resources to concentrate in China. Due to the production cycle of imported vehicles from 3 months to 6 months, the products in the current Chinese market are relatively abundant. In the end, the luxury car companies represented by the German three strong teams have positioned the global market for sales in China. As a result, competition has become more intense.

The above-mentioned Audi brand dealers told reporters that the price increase for Audi Q5 will definitely end before May. At the same time, the domestic GLK will enter the upward cycle in the middle of this year, and the BMW X series will maximize its price advantage. Therefore, the trend of competition among the top three German companies in the SUV market is clearly showing.

In the subdivision SUV market, the market conditions of the BMW X series are generally better. The relevant person in charge of BMW mentioned to reporters that the X series is currently the most profitable model of BMW.

Dai Lei introduced at the Brilliance BMW Domestic X1 Conference. Since its launch in 2009, the X1 has sold more than 200,000 vehicles worldwide. In 2011, it sold more than 15,000 vehicles in China. After X1 achieves domestic production, sales growth in 2012 will surely exceed 100%. ”

A survey by the reporter found that Audi faced the same problem. The above-mentioned Audi dealer told reporters that in the Chinese product sequence of the Audi brand, only the SUV models Q5 and Q7 have profitable space.

High-growth target detonated price war Chi Yifeng said that the luxury car price war will not be blindly reduced prices as a means, but will rely on new car listing. On March 28, Audi's new generation of A6L will become the tipping point for the price war of mid- to high-end luxury cars.

In this regard, FAW - Volkswagen Audi related sources told reporters that the target will be locked in the BMW 5 Series Li and Beijing Mercedes-Benz E series of competitive market, the price must be a bright spot.

However, according to market conditions, the current discount rate for BMW 7 Series and Audi A8L is between 80,000 and 150,000 yuan. However, the effect of car companies taking the initiative to attack is even more pronounced. A Beijing-based sales representative of Audi's 4S store said that Mercedes-Benz's S-rated price promotions have caused it to lose a lot of customers, but because there is no corresponding business policy support, it cannot follow suit.

Although the profit dilution trend is obvious, the market expectation of all luxury car dealers this year is still relatively optimistic. Audi's sales target set in China in 2012 is to ensure the peak of 360,000 vehicles and 420,000 vehicles, and continue to seek 40% of the market share in the luxury car market.

BMW still hopes to maintain its leading position in the world. While relying on the U.S. market, it also expands production in China and intensifies the gap with Audi. The urgency of Mercedes-Benz is also becoming increasingly strong. It has already played a full-fledged signal bomb this year. In the first half of the year, the listing of domestic GLK will continue to increase its sales volume.

Chi Yifeng said to this: “There is no doubt that the luxury vehicle profit margin is being diluted, but the price reduction space still exists, so the price war is inevitable.”