Why does it mean that the downward adjustment of VAT will not trigger a more violent price war?

At the time of May Day holiday, Mercedes-Benz took the lead in responding to the tax reform and shouted officials to drop information. Jaguar Land Rover, Lincoln, and BMW followed. The discount rate ranges from a few thousand to tens of thousands, which is enough to attract potential consumers to visit the store while taking a vacation.

Some people think that this will set off a wave of price cuts in the auto market this year. However, after the wave of luxury brand officials fell, most of the major joint venture brands and independent brands did not take the initiative to move.

Is the price war still playing?

Luxury car prices are not also

A BMW dealer in Beijing stated that during the May 1st promotion period, the 3 Series had a preferential price of RMB 50,000, and the 5 Series had a discount of RMB 30,000. The 4S shop indicated that due to the large discount rate of the vehicle itself, it is possible to offer ten maintenance services for customers on this basis. However, it is also limited to the orders during the May 1st event. After the May 1st promotion, there is a possibility of a reduction in the margin of interest. .

The automobile production network has learned that the current terminal discounts for some models of luxury brands are tied up with activities such as holidays and anniversary celebrations, and are not directly reflected in the way of reprivileging on the basis of preferential margins. Manufacturers also pointed out in the announcement that the terminal retail price was ultimately set by the distributor.

According to industry sources, luxury brand premiums are higher, and the adjustment of market guidance prices does not necessarily directly affect the terminal sales price. At the same time, the price reduction range of a few thousand dollars is not as large as the real official decline. Consumer perception Nor is it obvious.

But on the other hand, the dealer's perception is intuitive.

The Automobile Sankei.com also learned from the dealers that while adjusting the retail price, Mercedes-Benz also adjusted the dealer's wholesale price. Audi also announced that it would adjust the dealer's wholesale price. This part of the funds can effectively reflect the reduction in the use of dealer stock capital. On the other hand, to a certain extent, it also reduces the pressure on dealers' funds.

In this round of price cuts, luxury brands took the lead in sounding, and the amount of tax reduction was used to feed the market and distributors. It was also a round of refreshing for the brand image, and from the perspective of price war, the effort was actually not great.

Some experts said that the reduction of value-added tax, the country's main intention is to directly reduce tax burden for enterprises, boost manufacturing activity. "If it is to give back to consumers, it is better to directly reduce the consumption tax or purchase tax."

Joint venture brands are not moving

Automobile Sankei.com has learned from some mainstream joint venture brands that they are currently not following this round of VAT adjustments and are planning to go down.

"Most of the products of the actual joint-venture brand have substantial promotion on the basis of the guide price. In addition, the guidance price for mid-size cars is concentrated at 100,000-250,000 yuan, which is far lower than that of luxury brands. Value-added tax is reduced, and absolute value is adjusted. The senses are not obvious."

“The competition of non-luxury brands is fierce, and there is not much point drop in VAT. It needs to be further judged according to market conditions.”

Several joint-venture brands that communicated with the automobile, the Sankei Company, and the Internet have all stated that the tax reduction has little impact on the joint venture brand whose price is lower than that of the luxury brand.

On the other hand, unlike the double-digit growth of luxury brands, China's first-quarter sales growth of less than 3% has further confirmed that most of the joint venture brands and independent brands are not optimistic about the market this year.

Xiao Zhengsan, secretary general of the China Automobile Dealers Association, believes that due to the current sluggish performance of the end market, the increase in inventory will still occupy part of the dealer's funds, and the financial pressure cannot be eased because of wholesale price adjustments.

The China Automobile Dealers Association announced the April 54.6% inventory warning index for dealers, including the first quarter of this year, the dealer inventory warning index is always above the warning line, combined with the data for the first quarter of this year, Xiao Zheng said that the wholesale data The production volume is still negative growth, sales volume is only 3% of the slight increase, which also shows that the entire automotive market, the lack of consumer demand, consumer power is not enough status quo.

In such a market situation, although there is no mainstream joint venture brand announced to drop, but in the terminal sales, in order to reduce inventory and complete sales tasks, the dealer's terminal price reduction has always existed.

Judging from the selling price of the joint-venture brand vehicles with higher sales, the discount rate for the 100,000-dollar Langyi has reached 30,000 yuan, the preferential rate for Tiguan is 30,000-60,000 yuan, and the discount rate for Angkewei is 28,000 yuan. - Between 48,000 yuan.

Xiao Zhengsan believes that whether the joint venture brand will adjust the price and the relationship with the value-added tax adjustment is not significant, mainly in the market. Different brands will eventually make corresponding adjustments in marketing according to actual market conditions. Whether or not a product is price-reduced depends on actual sales. During the visit, the Automobile Sankei.com also found that explosives Highlander still increased the price by 20,000.

There are distributor group CEOs to the automobile production network said: "As long as you can not pressure the library, the drop does not matter much."

The round of official landings in 2015 was once a highlight of the auto market. At that time, the micro-growth of the auto market had brought down a car market officer, led by SAIC Volkswagen. Changan Ford, FAW-Volkswagen, Beijing Hyundai, and SAIC General Motors announced one after another. Demand in the auto market was low and inventory was high. the reason.

However, that wave of official landings did not bring a significant boost to the market.

In the face of consumption escalation and the entry of new competitors, probably many joint venture brands are also aware that the simple and brutal competition of price warfare can only be effective in the short term, but it may require more sensible methods to complete a tug of war.

The irrational price war also violated the original intention of the country to reduce the value-added tax to boost the manufacturing industry.

The vitality of this market requires more active competition to boost it.