Recently, Beijing Hyundai ix25 has a discount of around 20,000 yuan nationwide. For a SUV that is less than 200,000 yuan listed soon, the preferential rate of 20,000 yuan can not help but question the pricing strategy of the car companies.
In fact, the price reduction of Beijing Hyundai ix25 soon after its listing is not unrelated to the price war that has already started in the small SUV market. It is understood that at present, Angola has a maximum discount of 16,000 yuan, a Chevrolet Chuang cool offer of 10,000 yuan, a Dongfeng Nissan hacker discount of 21,000 yuan, and even some models of Guangqi Honda Binzhi, which was listed last month, also gave a maximum of 20,000. Yuan discount. At this point, if Beijing Hyundai ix25 succumbs to the high price, it will lose some market share.
It is understood that the popularity of small SUVs in the market in recent years has led many car companies to start to concentrate on products in this segment. At present, when joint venture car companies launch small SUV products, they usually choose the way to lower the price, while occupying the market share, they are also squeezing the living space of small-scale SUVs of their own brands.
However, compared with other models to improve competitiveness, but the price reduction, ix25 is quite different in pricing strategy. The price is between 120,000 and 180,000 yuan. The price of the ix25 2.0L top model is close to 200,000 yuan, and the 1.6L low-profile model is not even equipped with fog lamps. Compared with other joint venture brand small SUVs, ix25 pricing is obviously high. Market participants analyzed that after such pricing, there is bound to be a significant price cut.
During the visit of the automobile market, a Beijing-based modern dealer admitted to the Beijing Business Daily reporter that “although the ix25 current discount in the Beijing market is not very large, according to the regular law of the Korean car’s “starting to cut prices†As the current car is gradually sufficient, the price of the ix25 market should go down all the way."
In addition, in view of the recent sales of Beijing Hyundai, from the original Elantra, Accent, to the eighth generation of Sonata, ix35, famous maps and new Shengda in recent years, all of them are listed at a high price, and then appear Significant price cuts. It is understood that in the current Beijing market, Beijing Hyundai's models for sale, except for ix25, have a discount of more than 10,000 yuan, while the eighth-generation Sonata has been maintained at around 30,000 yuan.
In this regard, some dealers revealed that at present, Beijing Hyundai's delisting map and ix25 have profits in sales, and other models are all selling at a lower price than the purchase price. "Actually, Beijing Hyundai began to use the price cut for sales from the eighth generation Sonata. At that time, after the new car went on the market, consumers did not buy it because of the high price. Therefore, manufacturers could only exchange sales for the price increase, but this practice The squeeze is the dealer's profit margin," said a person in charge of a Beijing Hyundai 4S store.
In this regard, the industry said that car companies should consider the positioning of the model in the market and the target consumer group when pricing the model, relying solely on virtual high pricing to deliberately improve their product positioning, and then the substantial preferential treatment can only highlight Manufacturers are seriously lacking in their own products and market awareness, and at the same time, they have all sold their sales pressure to dealers, which is not beneficial to the future development of car companies.
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