All along, high prices are the hallmarks of luxury brands. Whether it is a flagship model or an entry-level model, each luxury brand has formed a tacit agreement with the high-priced system, but the recent listing of new models may break this existing system. Does this indicate that luxury brands will set off a price war?
■The price of the end of the trial price range is now broken. The 2011 smart model was officially launched. The reporter learned from a Mercedes-Benz franchise store in Xi’an that the lowest selling price of the smart store in the store was less than RMB 160,000. According to the reporter’s understanding, the 2011 model was smart. The price of the standard models will be even lower. Compared with when they first entered China a few years ago, the price of smart is getting closer to the people. A salesperson at a Mercedes-Benz franchise store told the reporter: “The smart shop of our store basically takes the form of order sales. Sometimes there will be some goods vehicles arriving at the store, but they will be sold soon. Smart will generally be used as the second scooter at home. Many consumers are satisfied with the selling price."
In the more advanced high-end luxury car class, there are many who break the price barrier. The domestically produced Volvo S80L is one of them, although it does not rule out low-cost factors of localization, but as the flagship model of Volvo, 2011 models S80L2.0T models priced at not more than 450,000 yuan, which is basically a luxury mid-range car price range .
In addition, MINI, the main model of fashion sports, recently launched the 2011 model with a minimum price of less than 230,000 yuan. Manager Hou of Xi'an MINI Sales Store told the reporter: “The changes in the new MINI are mainly reflected in the configuration, such as adding reversing radar, automatic folding outside mirrors, LED taillights, etc., with the addition of these configurations under the premise of the sale of all models The price was reduced. Compared with the old models, the new high-priced models were reduced by about 10,000 yuan, while the low-priced models were reduced by about 20,000 yuan."
For those luxury brands whose price advantage is becoming increasingly prominent, whoever can become the first person to eat crabs will be able to occupy a favorable position in increasingly fierce competition. Although many luxury brands are very sensitive to prices, in today's auto market environment, prices are an important factor that cannot be ignored.
■All-round downgrade of luxury car prices will not change in the high-end models in the future. Although the competition for luxury cars is increasing, according to the reporter’s understanding, most luxury brand car dealers believe that the overall price of luxury brands has not changed much.
Xi Xinfeng, general manager of Xi'an's imported mass-market franchise stores, believes that the current price of luxury brands has not been reduced much, whether it is the mid-end administrative level or the top-grade SUV and flagship models of the million yuan level. Compared with several years ago, the mainstream executive models and SUVs, in fact, did not change much in price. The manager believes that if the prices of luxury cars begin to decline, they will start with low-level models first, and the prices of small cars and mid-size cars in the mainstream of the domestic auto market will all be lowered. However, for large luxury cars, prices will not change. Lowered.
For luxury cars, the price represents a brand image to a certain extent, so most luxury brands are very familiar with price changes. Direct price competition or direct downward adjustment is rare, but disguised price changes have been occurring. The main way is through the introduction of new models, increase the configuration and technology content, while the price remains unchanged.
Jia Hao, sales manager of Shaanxi Jiahao told reporters: “The new S80L’s T4 models are reasonably priced and strive to maximize the balance between dynamics and economics. With the price maintaining an advantage, the new T4 has increased the number of leather seats such as perforated leather. Chairs, mahogany steering wheel and other new configurations, and these configurations previously only available on imported models.†Manager Liu believes that the current luxury brand will not set off a price war, but it is not without price competition, but the competition is not the same way. Luxury brands mainly fill the market gap through the introduction of entry-level models, or through the clearing of old models, or the introduction of financial strategies to attract more customers to attract more consumers.
■The price of the end of the trial price range is now broken. The 2011 smart model was officially launched. The reporter learned from a Mercedes-Benz franchise store in Xi’an that the lowest selling price of the smart store in the store was less than RMB 160,000. According to the reporter’s understanding, the 2011 model was smart. The price of the standard models will be even lower. Compared with when they first entered China a few years ago, the price of smart is getting closer to the people. A salesperson at a Mercedes-Benz franchise store told the reporter: “The smart shop of our store basically takes the form of order sales. Sometimes there will be some goods vehicles arriving at the store, but they will be sold soon. Smart will generally be used as the second scooter at home. Many consumers are satisfied with the selling price."
In the more advanced high-end luxury car class, there are many who break the price barrier. The domestically produced Volvo S80L is one of them, although it does not rule out low-cost factors of localization, but as the flagship model of Volvo, 2011 models S80L2.0T models priced at not more than 450,000 yuan, which is basically a luxury mid-range car price range .
In addition, MINI, the main model of fashion sports, recently launched the 2011 model with a minimum price of less than 230,000 yuan. Manager Hou of Xi'an MINI Sales Store told the reporter: “The changes in the new MINI are mainly reflected in the configuration, such as adding reversing radar, automatic folding outside mirrors, LED taillights, etc., with the addition of these configurations under the premise of the sale of all models The price was reduced. Compared with the old models, the new high-priced models were reduced by about 10,000 yuan, while the low-priced models were reduced by about 20,000 yuan."
For those luxury brands whose price advantage is becoming increasingly prominent, whoever can become the first person to eat crabs will be able to occupy a favorable position in increasingly fierce competition. Although many luxury brands are very sensitive to prices, in today's auto market environment, prices are an important factor that cannot be ignored.
■All-round downgrade of luxury car prices will not change in the high-end models in the future. Although the competition for luxury cars is increasing, according to the reporter’s understanding, most luxury brand car dealers believe that the overall price of luxury brands has not changed much.
Xi Xinfeng, general manager of Xi'an's imported mass-market franchise stores, believes that the current price of luxury brands has not been reduced much, whether it is the mid-end administrative level or the top-grade SUV and flagship models of the million yuan level. Compared with several years ago, the mainstream executive models and SUVs, in fact, did not change much in price. The manager believes that if the prices of luxury cars begin to decline, they will start with low-level models first, and the prices of small cars and mid-size cars in the mainstream of the domestic auto market will all be lowered. However, for large luxury cars, prices will not change. Lowered.
For luxury cars, the price represents a brand image to a certain extent, so most luxury brands are very familiar with price changes. Direct price competition or direct downward adjustment is rare, but disguised price changes have been occurring. The main way is through the introduction of new models, increase the configuration and technology content, while the price remains unchanged.
Jia Hao, sales manager of Shaanxi Jiahao told reporters: “The new S80L’s T4 models are reasonably priced and strive to maximize the balance between dynamics and economics. With the price maintaining an advantage, the new T4 has increased the number of leather seats such as perforated leather. Chairs, mahogany steering wheel and other new configurations, and these configurations previously only available on imported models.†Manager Liu believes that the current luxury brand will not set off a price war, but it is not without price competition, but the competition is not the same way. Luxury brands mainly fill the market gap through the introduction of entry-level models, or through the clearing of old models, or the introduction of financial strategies to attract more customers to attract more consumers.
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