Mercedes-Benz cuts prices and triggers chain reaction

Mercedes-Benz S-class mad to drop 250,000 footsteps has not yet gone, the main rival BMW 7 Series dropped more than 200,000 voices came. At the beginning of March, many luxury brands including BMW, Mercedes-Benz, Jaguar, and Lexus saw their price cuts. In addition, the domestic BMW X1 went on the market and the price went down to less than 300,000 yuan...

Leading a Price Frenzy The reporter visited the Beijing 4S luxury car dealership and the Asian Games Village automobile trading market and found that while the Mercedes-Benz S-Class and G-Class models have significantly reduced their prices, the E-Class sedan has also further increased its profit margin by more than RMB 120,000. Affected by Mercedes-Benz price cuts, the discount rates of the BMW 750Li, 740Li and other models also exceeded 100,000 yuan, and the discount rate of the 3 series was also about 10% of the vehicle price.

Different from Mercedes and BMW's sharp price cuts, Audi's price is relatively stable, but some models also appear to have a preferential phenomenon. As the new Audi A6L will be on the market, the current cash Adi A6L at the end of the life cycle will have a cash discount of more than 20,000. Million in insurance.

In addition, other luxury brands have also joined the price reduction camp nationwide. Jaguar XF cuts 150,000 yuan, Lexus IS250 offers 45,000 yuan, old Freelander 2 lets 60,000, and Volvo XC90 offers 100,000 yuan.

The goal of high-profit and low-end luxury cars last year, the beginning of the Year of the Dragon began to drastically dive, leaving many consumers eye-catching.

This reporter learned that this price cut was dominated by Mercedes-Benz, and the most cost-saving models were also Mercedes-Benz, its S-class, G-class, and E-class license prices, “collective diving”, mainly considering that competitors Audi will launch more than 7 this year. The new model and 10 variant models, so determined to substantially reduce prices. "I just didn't expect Mercedes-Benz's price turmoil to trigger the collapse of the overall luxury market price," said industry experts.

In addition, the sales target of the “luxury” brand of the three major luxury brands is also the “fuse” of this price reduction. Audi achieved sales of about 400,000 vehicles this year based on its sales target of 300,000 units last year. Although BMW has not announced its sales target, it has announced that this year will be the strongest year for the product. Each product can cause a sales frenzy. At the same time, Beijing Mercedes-Benz hopes to build more than 80,000 vehicles last year and will reach 120,000 this year, while Lexus' sales target will increase by nearly 60%.

Although most luxury brands have confidence in the auto market this year, it has become an indisputable fact that the Chinese auto market has entered a period of rational adjustment. "Excessive sales targets will inevitably lead manufacturers to press warehouses, which will reduce the profits of dealers, and dealers will not be able to whip up profits in order to get the year-end rebate." Industry experts said, "Now all luxury brands are not Can make money, many have become the amount of models."