After the import tariffs were lowered and the final dust settled, all major multinational car companies also stated that they would adjust the import vehicle price system in China and successively dropped the “real hammerâ€.
On May 24, Mercedes-Benz, Audi, and BMW announced the latest price adjustment policies. On the same day, the collective price adjustment of the German giants occupying half of the luxury brands will inevitably trigger a deep “earthquake†in the luxury car market. The price system of imported cars and even domestic models will reshuffle, which will also make the luxury car battle in 2018 suspenseful. Repeatedly.
Mercedes-Benz first released an official announcement saying: "Mercedes-Benz actively responds to tariff adjustment policies and has immediately adjusted the manufacturer's suggested retail price of all imported models according to the actual impact of the policy, and will immediately take effect first. Time benefits consumers."
On the evening of the 24th, Audi also issued an official statement saying: “The import vehicle tariff rate should be lowered, and announced that from May 25th, the official guidance price of all imported vehicles including the A, R, and Q series will be lowered. The biggest drop was 165,000 yuan. Among them, Audi A8L had a drop of 6.1-8.5 million yuan; Audi Q7 had a drop of 48-867.78 yuan."
Subsequently, BMW officials also announced the latest price adjustment information for the reduction of import tariffs. The BMW statement stated: "In response to and in coordination with the announcement of China's relevant government authorities on reducing the import duties on finished automobiles and parts, the manufacturer's suggested retail prices for BMW and MINI brand cars imported in China are adjusted appropriately. Covers all BMW and MINI brand imported models, the new price will take effect immediately.â€
The "price adjustment campaign" shows three major characteristics:
First, for the auto tariff adjustment policy announced by the Customs Tariff Commission of the State Council on May 22, the reflection of “Obobao Ben†was unpredictable. Within the same day, the parties did not have too much temptation and they had to make moves.
The Headline App was informed by the dealer that Mercedes-Benz's notification of the price reduction of imported vehicles had already been issued to all terminal stores and began to be implemented one after another.
In the sleepless night of this tariff adjustment, the determination of the German giants to win the Chinese market was revealed in the smoke-filled price adjustment war.
Secondly, BMW and Mercedes, which have an advantage in the number of imported vehicles, have shown a trend of hard work. Mercedes-Benz's price adjustment involves a number of models, covering the Mercedes-Benz, Mercedes-Maybach, Mercedes-AMG and smart brands.
The BMW brand price reduction involves the following models: the minimum price of the BMW 4 Series and 6 Series GT after adjustment is 369,800 yuan and 649,900 yuan respectively; in the SUV model, the X series will also all be reduced in price, including the BMW X5. The adjusted minimum price was RMB 69.99 million.
The MINI brand price adjustment design models include, MINI ONE three door version of the entry price exceeded 200,000 yuan for the first time, adjusted to 18.88 yuan; popular MINI COOPER ALL4 COUNTRYMAN price after the reduction of 273,800 yuan.
Third, it can be clearly felt that Audi, BMW, Mercedes-Benz in the price adjustment involved in the vehicle coverage and wide, but they have their own focus.
As we all know, this year is BMW's "X year", so in this price adjustment, BMW's force on the lineup of the SUV is obvious, emphasizing that "X series models will all be price cuts." Recently, the new BMW X3 has been officially launched, and the new BMW X2, new BMW X4 and BMW X5 will be launched in the future.
This is a fierce battle, full of gunpowder flavor "price adjustment war", Germany's giants of the competition is evident. According to the latest sales data, Mercedes-Benz took delivery of 58,320 new cars in April to defend the luxury brand auto market champion in April. At the same time, it also won the position of the top four luxury car sales champions in the past four months.
Followed by Audi, BMW is naturally not far behind, sales figures are difficult to distinguish. In April, Audi delivered 52,411 new cars in China, a 13.5% year-on-year increase; BMW sold 50068 new cars in April, an increase of 2.5% year-on-year.
The sudden price war after the Beijing Auto Show and the current "price adjustment tide" have added to the competition of the luxury car market in 2018. So who will become the winner of the 2018 luxury car market? The answer will soon be revealed.
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