Car Market Promotion to "World Cup Time" Import Car Price Reduction Continues

Now officially entered the 2018 Russia "World Cup time", how can the major 4S stores miss such a grand marketing opportunity? The 4-year World Cup is not only a fan of the carnival, but also a great opportunity for major car companies and dealers to jointly “slow dance” promotions. Whether sponsoring participating teams, watching football for free, winning quizzes or organizing football matches... There are endless activities. Some 4S stores even directly set up the exhibition halls as stadiums. The World Cup marketing wars of major auto brands have started.

World Cup promotions are varied

Every holiday is an opportunity for 4S store promotions. The World Cup for 4 years cannot be missed. At the time of the 2018 World Cup in Russia, the reporter visited the auto market and learned that many auto brands have seized the opportunity of this World Cup to carry out terminal promotions, especially Korean-based and independent brands, and there are a variety of promotional methods. Such as Dongfeng popular manufacturers specially prepared a "2018 Russia World Cup spectator guide" and launched "Yiqi vertical engine fan carnival season" awards. Dongfeng Yueda KIA won 20 winners nationwide. The winners will participate in the World Cup live-view event and the seven-day tour of Russia from July 8th to 14th; the terminal market will be held in Guangzhou Shengya 4S on June 15-18. Store Kia Dongfeng Yueda Kia models, that is, the opportunity to win a round-trip air ticket from Russia, zero-distance contact with the World Cup.

In addition, there are 4S stores simply organize owners to a football match, but also be considered the heat of the World Cup. "The attention of the World Cup is so high, compared to the general festival promotional effect is much better." The reporter learned from many dealers, no matter what fancy sales promotion methods, to facilitate transactions is the most important, so the World Cup The major 4S stores have launched the "World Cup Special Car."

In the end market, such as Dongfeng Honda Panyu Xingrui Shop launch 100 years of special impulse vehicle activities, including CR-V down payment of 50%, you can enjoy 12 periods 0 interest; and purchase XR-V can enjoy a cash discount of 5,000 yuan car purchase , From the top down to 20%, enjoy the 12-time, 0 interest car discount. Beijing Hyundai, manufacturers take advantage of the World Cup period specifically launched the lead and the new Elantra two World Cup commemorative models, priced at 99,800 yuan and 74,800 yuan. In addition, there are Dongfeng popular in Beijing, Shanghai, Guangzhou, Hangzhou, Tianjin, launched a new King Plaza X5 car purchase preferential policies, including the purchase of a new King Plaza X5, can enjoy up to 10 million yuan and 0 down payment, 0 month supply, 0 interest, a variety of The discount policy of any car purchase method or any replacement of the new King Plaza X5 can enjoy a replacement policy of 3,000 yuan discount... It is understood that similar promotions will be launched during the World Cup, and we can pay attention to it in time. See if there is no better offer than usual can enjoy.

Imported car price cuts or chain reactions

In addition to the World Cup promotion, the recent hot spot of the auto market is the collective price cut caused by the reduction of tariffs. Earlier, we were concerned about the price adjustment of imported luxury cars. In addition to luxury cars, foreign car brands such as Ford, JEEP, and Renault also had corresponding price reductions, and this collective price reduction not only continued, but even affected. To other market segments.

This reporter learned that Renault has lowered its price to cover two imported models - the MPV Renault ESPACE and the new Renault Cardin. Among them, Renault ESPACE reduced 13,000 yuan for the entire department, the minimum guide price after adjustment was 258,800 yuan, and the new minimum price of Renault Kabin guidance was lowered to 13,180 yuan. Ford China also announced the price reduction of its entire line of imported models. After this price adjustment, the new starting price of the Ford Explorer, Ford Mustang and F-150 Raptor will be RMB422,800, RMB379,800, and RMB496,800 respectively, and the maximum price reduction will reach RMB35,000.

The collective price reduction of imported cars is undoubtedly good news for consumers, and there is no harm in reducing prices. A person in charge of the dealer told the reporter that since everyone is collectively reducing prices, there will be no fear of vicious competition. However, for some domestic models, the price cuts have exerted pressure on them. According to a survey released by Guangzhou Wilson, an automotive consulting company, the impact of tariff reductions on imports of imported vehicles under joint ventures and self-owned brands has been measured. Independent brands, including domestic B-level and SUV-level markets, have been hit hard.

Taking the Mercedes-Benz C-Class as an example, after importing the Mercedes-Benz C-Class officials, the price range will be closer to the domestic Mercedes-Benz C-class, which in turn will affect the domestic Mercedes-Benz C-class sales. If the domestic Mercedes-Benz C-class to adjust as above, will inevitably cause the follow-up of competitors A4L, and A4L's lowest price will touch the Camry's price range, thereby affecting Camry's sales performance. According to Wilson’s conjecture, a similar price transmission effect will cause a chain reaction to form a conduction path of “imported cars → corresponding domestic cars → luxury cars of the same level → joint venture cars of the same level → autonomous cars of the same level”. According to industry insiders, if such an impact occurs, it will, to some extent, affect the overall downward adjustment of the car market price, which is also beneficial to consumers.