But not long after, a screenshot of a dealer's WeChat group chat was madly transmitted online. The message said that "the price of all models will be adjusted back and the purchase tax will be reduced as much as possible", which attracted the fragrance of netizens all over the country.
The state reduced taxes and 4S stores increased prices. Does this routine prove once again that "wool is on sheep"? The author takes Guangzhou as a reference to take a look at the price facts of the auto market for everyone.
First of all, the author came to a Dongfeng Honda 4S shop in Baiyun District, Guangzhou. Taking CR-V as an example, the guide price of 1.5T city edition is 195800 yuan, and now the discount is 17000 yuan, and the landing price is 194800 yuan. Compared with before the policy, the discount is reduced by about 8000 yuan.
In Guangqi Honda, the guide price of Hao Ying 2.0L Hybrid Deluxe Edition is 229,800 yuan, and the landing price is 235,000 yuan on the basis of 6.5438+0.3 million yuan, including the purchase tax halved by more than 9,500 yuan.
During the unannounced visit, I learned from the sales mouth that the preferential margin of the car in the first month or two reached about 6,543,800 yuan+0.8 million yuan, and the preferential margin was reduced by more than 5,000 yuan.
No matter from the store of Dongfeng Honda or Guangqi Honda, the news that 4S stores have quietly raised prices has been confirmed.
Is this a common phenomenon in the industry? Subsequently, the author made an unannounced visit to several 4S stores of other brands.
For example, Guangzhou Automobile Toyota, taking the Lei Ling 185T Deluxe Edition we visited as an example, the manufacturer's guide price is129,800 yuan, and the limited time discount in June is more than 20,000 yuan. After the purchase tax is halved, it is 4682 yuan, and the full landing price is 1 15900 yuan.
According to the sales feedback, before the implementation of the purchase tax policy, the preferential strength of Lei Ling and other models has not changed much. The main change is to save half of the purchase tax (for example, the above-mentioned Lexus is more than 4,000 yuan) and increase the "five-year free basic maintenance" welfare.
In another Guangzhou Automobile Toyota 4S store, the guide price of Wilanda 2.0L two-wheel drive deluxe edition is 200,800 yuan, and the current discount is 65,438+0.7 million yuan, and the full landing price is 202,000 yuan. Compared with the policy of halving the purchase tax, the preferential margin is about 2000 yuan.
Subsequently, the author visited a Geely 4S store in Haizhu District, Guangzhou, and learned in the name of consulting the exclusive edition of Xingyue L that the car itself basically had no cash discount. Even after the purchase tax is implemented, the fluctuation of the landing price is not obvious, and the final landing price of the car is 1.7 million.
Although the current incentives are not strong, sales revealed that the store will launch 6 18 activities, giving most models tax-free concessions, and the promotion is even stronger.
Generally speaking, there are indeed some brands tightening preferential policies at present, and the price increase ranges from several thousand yuan.
In fact, this situation has long been common. I still remember that in April 2020, Guangzhou issued "Several Measures to Promote Automobile Production and Consumption in Guangzhou", announcing subsidy replacement, index bidding, and purchasing new energy vehicles. , the total amount is 654.38+0 billion yuan.
However, the author actually made an unannounced visit to a 4S store and found that the 4S store threatened to subsidize 1 000 in publicity, which actually turned the original 30,000 discount into 20,000. Another example is "subsidy bidding fee 1 1,000 yuan" and "subsidy for new energy vehicles 1 1,000 yuan". In fact, the subsidy of 1 1,000 yuan is a deduction of the original preferential treatment.
Even in the face of today's disguised price increase operation, it is difficult for relevant departments to supervise, and consumers cannot avoid such price chaos.
From the consumer's point of view, it is really unreasonable for 4S shopping malls to raise prices in a black box and eat ugly for profit.
But we need to realize the fact that the price rise and fall is dominated by the market, and the pricing of cars belongs to the market behavior of manufacturers and 4S shops.
The reason why dealers reduce the discount is invisible to ordinary consumers.
According to the data of china automobile dealers association, only 29.4% of the national automobile dealers achieved the annual sales target in 20021year, among which the profit-making dealers of joint venture brands and independent brands accounted for less than 50%, and more than half of the other dealers were at a loss.
202 1 achievement of sales targets of automobile dealers (china automobile dealers association) Even though the overall profit is still there, many dealers are having a hard time. In 20021year, due to the shortage of chips, the profit margin of dealers narrowed, which made the gross profit margin of new cars increase from 1.3% in 2020 to 1.5%, but the phenomenon of upside-down sales price of new cars still exists.
In other words, the profit of selling cars is actually not high, or even at a loss.
In contrast, the after-sales business and financial insurance business contributed 70.9% of the total profit, which is not difficult to understand why more and more 4S stores bundled financial interest-free and basic maintenance when selling cars, which is a bit attractive.
Overall profit composition of automobile dealers (china automobile dealers association) Therefore, it is reasonable for 4S stores to take the opportunity to reduce the discount after the purchase tax reduction and exemption policy, so as to improve the profit rate and reduce the operating pressure of unprofitable businesses.
In addition, the car price itself has short-term volatility, and we do not rule out that these dealers will cut prices again to make profits according to factors such as inventory, competing products and market enthusiasm.
For our consumers, we have the right to take the initiative to choose, and of course we are more willing to choose a 4S shop that treats consumers sincerely.
Although some 4S stores are raising prices, we can't deny that 2022 is the best time to buy a car in recent years.
On the one hand, the more depressed the automobile market environment is, the more involved it is, and manufacturers and 4S stores will make various promotional tricks; On the other hand, the relief of 60 billion yuan purchase tax has brought the last carnival of fuel vehicles. The same is true for new energy vehicles, and subsidies for car purchases will be completely terminated this year.
At this time, when we buy a new car, we should keep our eyes open and avoid blind consumption. First of all, it is a cliche to shop around and choose the 4S shop that can get the biggest advantage;
If you are a coin holder, pay more attention to the price dynamics. Now the supply of chips is complicated, and the price has gone up and down. Or look at the actual transaction price from the internet to reduce the psychological gap when bargaining. In terms of specific time, judging from the past laws, the end of the month is mostly a critical moment of impulse, and there is more room for bargaining.
When signing a contract, we need to remember to write down the details of expenses, service commitments and other information in the contract to protect our legitimate rights and interests as much as possible.
Although the dominance of price increase is in 4S stores, the choice is always in our hands. As long as you avoid the pit as much as possible, you can keep changing.