@Sang Zhiwei, analyst of automobile circulation industry, member of expert committee of China Automobile Circulation Association
A few days ago, the author shared with you the operating situation of the second tier luxury brands in the first half of 2016. What about the operating status of the first tier luxury brands in the past six months? In a good market environment, sometimes some contradictions are easy to be ignored or covered up. Once the market is depressed, the inherent problems may be intensified. The first half of 2016 is not a good year in any case. How to deal with the market downturn and highlight the inherent contradictions is the time to test the wisdom of managers.
Related article link: Half year Examination of Second tier Luxury Car Enterprises from Infiniti
Audi's 850 million pre paid "red envelope" dealers are not enough
Last weekend, it was circulated among Audi dealers that the marketing support expense of FAW Audi in the first half of the year was 850 million, including 280 million for new dealers, 530 million for old dealers, and about 2.8 million for a single store on average. The average single car is less than 3000 yuan, about 1% of the average MSRP of a single car. This is the red envelope Audi dealers expect in the first half of the year. This plan has not yet been distributed to dealers, and may change. It is expected to be announced at the regional meeting next week. Audi's marketing support fees in the first half of the year were announced, with twists and turns. Previously, many versions were circulated in Audi dealer circles, including 2 billion, 1.5 billion and 1 billion. According to the source, the foreign side did not agree to increase the subsidy amount. The Audi investor meeting in the first half of the year was originally held in early July. Because of the subsidy amount, no specific time has been set for the meeting.
The author asked the management of many Audi 4S stores in Shenyang, Beijing, Zhejiang, Chengdu, Shenzhen and other places about this "red envelope" scheme. Most of the opinions said that there was a big difference from the expectation. In the first half of the year, all new cars lost money. In some areas, the new car loss was between - 5% and - 8%. The 1% subsidy of MSRP was not enough to cover the loss of dealers' new car sales; In addition, taking the subsidies for single stores as an example, in the first half of this year, the subsidies for single stores of Audi amounted to about 2.8 million yuan, compared with 5 million yuan in a city in northwest China in the same period last year, a 44% reduction in subsidies.
From the information fed back by some Audi dealers, the dealers' appeal to the manufacturer is to subsidize the profits of bare cars to at least 0%, which is estimated to require FAW Audi to pay nearly 4 billion cash or resources, which is unbearable for Audi, which will affect the profits of FAW and Audi Germany, as well as the profits of Volkswagen Group in 2016, Previously, Volkswagen spent 15 billion dollars in the United States with the American authorities on diesel vehicles discharge The scandal reached a settlement. In addition, last weekend, in order to stabilize the mood of American dealers, Volkswagen took the initiative to offer compensation for the loss of dealers during the scandal.
In the first half of the year, Audi sold 290126 vehicles in China, up 5.9% year on year, accounting for 30.44% of global sales. Among them, FAW Audi sold 288908 vehicles (including Audi Imported The sales volume was 23198, up 6.9% year on year; among domestic The sales volume of vehicles was 265710, up 9.0% year on year, accounting for 92.0%; Imported The sales volume is 23198 vehicles, accounting for 8.0%. The sales target for 2016 is 520000 vehicles, 51% of which has been completed.
Spy photos of BMW 5 series on foreign websites BMW's comprehensive subsidy for single car reaches 4.3%, and dealers generally make up losses
BMW held a half year investor meeting on July 1, at which it announced the relevant subsidy policies for the inventory before April 1 Imported One time sales subsidy is provided for cars, which is about 5% in total; yes BMW 7 Series Give a separate subsidy of 7.5%; domestic The maximum subsidy for cars is 19000; The above subsidies are about 4.3% in total. After subsidies, dealers' profits on new cars are compensated by losses. Even new cars in some regions have 1-2% profits. BMW investors are relatively satisfied with this scheme.
In the first half of the year, the sales of BMW brand and Mini in China increased by 7.4% year on year to 247644 vehicles, accounting for 21.3% of the global sales. The sales volume of BMW brand in the first half of the year was 232997, up 7.9% year on year.
Mercedes Benz talks poetry at meetings and does not need "red envelopes" in the distance
Mercedes Benz held an investor meeting today (July 20). Because of the good development in the first half of the year, Mercedes Benz C and G LC , GLA, etc domestic The hot sale of the car contributed more profits to the dealer. There was no mention of red envelopes and the like at the meeting, but only introduced the new Mercedes Benz E to investors at the meeting.
In the first half of the year, the cumulative sales volume of Mercedes Benz brand was 215257, up 34% year on year. The sales volume of Mercedes Benz and Smart in the first half of the year was 229137, up 32.0% year on year.
The market pattern of first-line luxury brands Audi, BMW and Mercedes Benz in China has not changed much, but domestic There are some slight changes in the production and sales of models.
Audi in the first half of the year domestic The output of vehicles was 230524, with a year-on-year growth of - 6.2%, and the sales volume (wholesale volume) was 275, nine hundred and eleven Vehicles, up 15.2% year on year; As can be seen from the above figures, domestic The switch between new and old models of some Audi models, while reducing production, increases the wholesale efforts to dealers through business policies, so as to realize the transfer of manufacturer's inventory to dealer's inventory. If the subsidies to dealers are insufficient after the end of the first half of the year, it will cause great pressure on dealers' cash flow; In the second half of the year, dealers may be busy clearing up the inventory in the first half of the year, returning cash, reducing the number of purchases, and the Audi manufacturer's inventory may increase. New models launched in September Audi A4L As a new model, the manufacturer and dealers have given too many responsibilities level In the past, A4L and BMW 3-Series However, the production and sales of this generation of Mercedes Benz C quickly climbed to more than 10000, and this was achieved without too many retail concessions Audi A4L It is a strong competitor.
BMW in the first half of the year domestic The vehicle output was 128910, with a year-on-year growth of - 10.7%, and the sales volume (wholesale volume) was 142193, with a year-on-year growth of 1.8%; bmw X1 Welcome to the change, and the new and old products are switched domestic BMW's production has a certain impact. The low growth of sales can be seen as, domestic BMW is properly adjusting the proportion of production and sales to avoid excessive inventory and the decline of both quantity and price. What BMW needs to deal with in the second half of the year is how to quickly increase the sales volume of new products. On the other hand, it needs to increase the market retail prices of various models. Too many market retail discounts are not good for manufacturers and dealers. For the second half of the year Imported There is bad news for the main model X5. BMW has made a written guarantee to the Ministry of Commerce that before the end of the year or early next year Imported Version X5 displacement From 3004cc to 2972cc, the corresponding tariff will be reduced by 28.81%, BMW X5 On adjusting displacement Before, parallel Imported The X5 version sold for at least 680000 yuan.
In the first half of the year, Mercedes Benz produced 144568 domestic cars, a year-on-year increase of 41.7%, and its sales volume (wholesale volume) was 143398, a year-on-year increase of 39.2%; Domestic Benz's production and sales in the first half of the year have exceeded BMW brilliance This trend will be strengthened with Mercedes Benz's new generation of E-Class in the fourth quarter. Mercedes Benz E-Class Initial listing will have E two hundred L、E two hundred L 4WD E3 00L、 E3 For five models, including 20L four-wheel drive, each model will have five individual packages and five comprehensive packages, all of which will be between 134000 and 180000. In addition, the short axle version of Mercedes Benz E will also be launched this year. Made in China in October this year BMW 5 Series It will be launched in March next year, and the two companies will compete. The injured may be Audi A6L ， Audi A6L At present, it mainly produces 1.8T and 2.5L models, BMW 5 Series Use this year Mercedes Benz E-Class Generation change, Audi A6L At the end of the production period, we increased the production of 525Li and successfully became the leader of the official car market. In the first half of this year, Audi A6L Both production and wholesale sales were BMW 5 Series More than, Audi lost its leading position in the business car market, which has a profound impact on FAW Audi. After all Audi A6L It is the flagship model of FAW Audi, and Audi is also relying on A6 to win the market position of the first tier luxury car. The flagship is no longer the main SUV Audi Q5 The market position is also in jeopardy. In terms of market retail price, Q5 is currently 22 points preferential, and G LC Price increase or decoration sales, BMW brilliance Start trial production of new models in January next year BMW X3 In the future, Mercedes Benz and BMW will use the advantages of new products to squeeze the market space of Q5.
The new Benz E level Mercedes Benz dealers have been looking forward to their products for a long time. According to Mercedes Benz dealers, they are only worried about the lack of resources, but not about sales.
There will be some slight changes in the future pattern of the first tier luxury car market, A6L BMW 5 Series Mercedes Benz E market position and profit will be re ranked; Medium SUV Mercedes Benz GL C、 Audi Q5 、 BMW X3 It will become the main profit model of each company; In order to seize the market share, each company will mass produce smaller models, and the dealer channel will speed up the penetration of third, fourth and fifth tier cities.
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