Luxury car price cuts lead to consumer reflux used car prices pricing problems

At present, new luxury car brands represented by Mercedes-Benz, Audi, BMW, and Lexus are setting off a wave of price cuts. The price reduction of luxury new cars also led to the decline in the price of used cars. In a survey visit, the reporter found that the devaluation of luxury new cars affected the price of luxury used cars, and even used car dealers indicated that they could not accurately price used luxury brands. Pei Jinghui, deputy general manager of the Beichen Yayuncun Automotive Trading Market Center, told reporters that the value of the used car was about 3% to 5% lower than last year. The price of new cars in the luxury car market has made it possible for some consumers to directly flow from the used car market to the new car market. This trend of consumption reversal has also increased the pressure on the used car market.

New car cost-effectiveness to improve the return of second-hand car consumers "The price of luxury used cars has been fierce in recent months, simply can not afford to sell." Beijing Zhuojie line deputy general manager of used car brokers Co., Ltd. Yuan Bing told reporters, "Currently, BMW The situation is the best, Audi is also good, Lexus's car source is relatively small, but the used car price is lower than before. Of course, these luxury car brands because the new car prices fell directly led to the decline in second-hand car prices."

"Lexus's four-year, 100,000-kilometer-long warranty period has retained many new car owners. There are fewer models currently circulated on the market," a used car dealer told reporters. According to the survey, the Lexus ES240 on the Beijing market is rich in models, and the discount rate for new cars is relatively high, with a general discount of 50,000 yuan in cash. In other regional markets, the prices of low-end models such as the Lexus ES240 and IS250 have also entered the 300,000 yuan range.

Ms. Ma told reporters that she had originally wanted to buy a used BMW, but now the new car price cuts are large, equivalent to save the purchase tax, the new car cost-effective increase, to buy a new car is more cost-effective. Yuan Bing analysis, when the consumer's focus from the second-hand car to the new car, the second-hand car trading obviously felt the pressure, inventory pressure increases, so the used car of course has no choice but to cut prices. Yuan Bing believes that the reasons for the decrease in the relative residual value of luxury used cars and the poor sales are not all due to the general decline in the prices of luxury new cars.

“The increase in the overall supply of the luxury used car market is also one of the reasons for the price drop,” he said. Previously, many used car dealers were very cautious about the high input costs and operational risks of luxury used cars. At the end of 2010, the introduction of the Beijing restriction policy catalyzed the upgrading of consumption. As the used car market showed a trend of high-end sales, coupled with the high profits of luxury used cars on the Beijing market and better use of vehicle conditions, more and more used car dealers began to Get involved in the luxury used car field. As a result, the market supply has increased and the price space has also been squeezed.

Su Hui, vice president of the China Automobile Dealers Association's tangible automotive market branch, believes that the declining price and sales volume of luxury used cars this year is actually a normal market reaction. "Last year, the development of the luxury new car market and the used car market was too fast, so dealers have turned their attention to luxury cars, so the increase in this market is a very modest growth." Su Hui said: "From the market In terms of the law, this year's decline in sales and prices is inevitable."

To cultivate brand loyalty manufacturers to participate in the simultaneous decline in the value of luxury used cars used cars, in addition to making some consumers from the luxury second-hand car market to the luxury new car market, at the same time for consumers, its awareness of car brands is also positive Tends to be clear. According to Luo Lei, deputy secretary-general of the China Automobile Dealers Association, under this background, Chinese consumers whose brand awareness is not strong enough will not doubt the value of their own brands because of the decrease in the value of luxury used cars. However, he also suggested that long-term price cuts or consumer loyalty.

Luo Lei said that whether it is luxury used cars or ordinary used cars, price cuts have always been a trend. In addition, whether it is a luxury new car or luxury used car price reduction, it is impossible for a brand to take a single action, it is inevitable that each brand together "linkage." Otherwise it will inevitably damage its market share.

However, the price of luxury new cars is "big diving". Used cars are forced to cut prices and are difficult to sell, causing consumers to lose. These dilemmas have caused many second-hand car dealers to frown. A dealer said, "I don't even know how to value a luxury used car." Even so, industry insiders still said that in the long run, the prospects of luxury used car market is still remarkable. Among these, the introduction of luxury car manufacturers in the used car market is expected to accelerate the maturity of this market.

Mercedes China’s president, Miles, said: “The ideal situation we have imagined is that young people in China will buy the first car when they are 28 years old. If they buy a used Mercedes car, then we can make it. They have become our loyal customers for life.” At the end of 2011, Daimler had predicted that in 2012, China’s used car sales may increase by 7% year-on-year to 4.1 million vehicles. In response, many multinational car companies, including Daimler, began to establish used car businesses in China. In April last year, BMW's first BMW used car center was established. This is the first used car center authorized by BMW in China. As early as 2004, FAW-VW Audi has already begun to develop branded used car business. Because of the early entry into the used car market, FAW-VW Audi has the largest user ownership in the Chinese luxury car market.

Yan Jinghui said that the main purpose of luxury car makers to intervene in the used car market is to promote new car sales and cultivate consumer loyalty through good use of the used car market and upgrading of the value of luxury used cars. In this process, luxury car manufacturers, new car dealers, used car dealers and consumers will constantly adjust their roles and strengths, thereby promoting the market to mature.