Energy-saving subsidies evacuated the sales of small cars in the cold market

“The 11th Golden Week” is an absolute peak season for automakers sprinting performance once a year, but it is suppressed by the negative atmosphere of high oil prices and cancellation of subsidies, making this year's National Day auto market as cool as the weather in early autumn in Guangzhou. According to reports, although there are three major auto show "stimulating valley", but many hot models due to the cancellation of "energy subsidies" and few people interested in, some brands even for 7 days in a row, you have to re-adjust the discount models, small displacement The sales volume of the models also dropped by nearly 40% compared with the same period of previous years.

Energy-saving subsidies evacuated from the National Auto Market on October 1st, the new energy-saving vehicle subsidy policy officially came into effect. For the original 420 models that enjoy subsidy, only 20% of models can continue to receive a state subsidy of 3,000 yuan. Contrast to the popularity of the auto show in the three major exhibition halls during the National Day period, the popularity of many brand dealer stores has become clearer. The reporter found that all car dealerships had pulled down the “energy-saving subsidies” promotional slogans that once had been soaring. They no longer used this as an advertising highlight, and sales of small-displacement models also fell nearly 40% from the same period of previous years.

In accordance with the new energy-saving subsidies standards for cars, the reporter found that brands such as Chery, FAW-Volkswagen, Dongfeng Nissan, Shanghai GM, Shanghai Volkswagen, BYD, Dongfeng Xiaokang, and Jianghuai all had 3 to 7 models eliminated, which directly affected consumers. Regarding the attention of the above-mentioned brands, according to the sales data of these brands of the National Day for 7 days, the reaction of the market is also the same.

Industry insiders pointed out that this year's National Day auto market deserted, mainly affected by changes in energy-saving policies. Since October 1, the threshold for energy-saving subsidies has been raised. Most small-displacement vehicles have been excluded from the policy threshold, and the price of cars has been “rising”, leading to a decline in sales volume of small-displacement automobile markets, where household consumption is the main purchasing power.

There is not much difference with the popular models, and the sales of the luxury brand National Day are not satisfactory. Famous car sales staff said that Audi had not sold well these days, and there was almost no trading volume, and sometimes one car could not be sold one day. Lexus, Volvo, Mercedes-Benz and other luxury brands are also similar.

Policy adjustment caused by buying a car one week in advance "If it is not an outfield exhibition sales support, single store performance is difficult to estimate ideal." Zhang Yalin, marketing director of Nanling Motor Group, said that because of all the focus and intensity of the promotion are in the auto show, single store And no longer engaged in store activities to attract consumers, so the popularity of the store is also "understandable."

According to a person in charge of a 4S shop of a self-owned brand, it received a notice from the manufacturer in September, so it has increased sales efforts during the month, and actual sales have increased by at least 30% from August. “After all, 3,000 yuan is basically less than 100,000 yuan for the total price, and many, even only 40,000 to 50,000 yuan, is not a small number.” The responsible person said, so they are also ready to respond to policy adjustments The strategy is to grab some of the intended customers before the holiday season.

"But the market reaction is still more cruel." He said after comparing two Golden Weeks this year, "The National Day 7 days sales are not as good as May Day's 3 days.

In an interview, the reporter found that in response to the adjustment of the national energy conservation policy, various brands launched targeted activities last month, which led to a wave of buying rushes before the holiday. According to the relevant person of the State Taxation Bureau’s car purchase office, the week before the holiday, taking the tax payment window of the city as an example, the number of tax-paid vehicles handled on average reached more than 280 units a day, more than twice as usual.