In 2023, the automobile price war hit the end, the fuel car map was cheap, and the new energy bought big brands?

After a whole year of automobile price war, it’s almost the end of the year, and some people have kept their car purchase budget. Are they still waiting for the so-called good opportunity? At least in front of the industry, there are still many potential consumers. When we are about to bid farewell to 2023, both car companies and various places have launched a new round of price reduction and subsidies to promote car consumption. So is the end of 2023 really suitable for buying a car? With this wave of promotional operations, which cars may be more worth starting?

After bidding farewell to "Golden September and Silver 10", the main car companies eagerly set off the "official surrender" wind. For example, after launching a limited-time discount of up to 20,000 to 20,000 (frigate 07) for its ocean network in November. Then in December, BYD launched a limited-time discount including fuel transfer fund ranging from 5,000 to 20,000 yuan for various models such as Han, Tang, Song and Yuan under Dynasty. This kind of large-scale official preferential strength is not an isolated case. According to incomplete statistics, the brands that have been clearly defined as "official decline" at the end of the year include Extreme Krypton, Extreme Yue, Changan Qiyuan, Zero Run, Deep Blue, FAW Toyota, Changan Automobile and so on.

In addition to these "winning numbers hit" car companies, including Volkswagen ID. series, which has been officially reduced before, and some models of Geely Galaxy and Haval "Dragon" series that we have learned from offline, also ushered in offline preferential growth in the near future. Even the operation has been reversed, and Tesla, which has raised prices many times at the end of the year, has been set off. In fact, there are also operations in the terminal, including insurance subsidies, old subsidies and new subsidies, and even the operation of picking up cars in different places to enjoy local subsidies. In short, in terms of price reduction at the end of the year, both China brands and joint venture brands, and even Tesla, which is famous for its direct operation, are showing their magic power.

As mentioned earlier, Tesla uses its own sales flexibility to "subsidize" operations in different places. It also highlights another action that is conducive to car purchase, that is, local car purchase subsidies. Since November, some places, including Nanjing, Changsha, Suzhou and Jiangxi Province, have stimulated automobile consumption by means of coupons or car purchase subsidies. The average subsidy for each car is mostly in the thousands of dollars. After all, in the context of stimulating consumption, cars, as a typical commodity, have undoubtedly become the core channel to expand domestic demand. Take the statistics of the National Bureau of Statistics as an example. In the first ten months of this year, the total retail sales of social consumer goods was 3.854 billion yuan. Among them, automobile consumption accounts for about 3.9 trillion yuan, accounting for more than 10%.

Compared with the clear purpose of promoting automobile consumption in various places, the reason why the automobile industry offered price reduction measures beyond the "Golden September and Silver 10" at the end of the year is relatively complicated. The first is the demand of car companies for impulse, such as BYD’s sales target of 3 million vehicles this year, as well as Geely’s 1.65 million vehicles and Great Wall’s 1.6 million vehicles. Domestic mainstream car companies basically still have some impulse pressure. Not to mention the joint venture brands that are facing market changes, whether for impulse or to make this year’s transcripts less embarrassing, they need to fight again at the end of the year.

Moreover, even if car companies want to be Buddhist, dealers may not take it lightly. According to the comprehensive inventory coefficient of domestic automobile dealers announced by China Automobile Association in October, it increased by 12.6% from September, reaching a high of 1.70. Interestingly, from January to October this year, domestic automobile production and sales increased by 8% and 9.1% respectively. Sales have increased, but the inventory pressure has not eased at the end of the year, but there are signs of aggravation. This can only show that the state of overcapacity of domestic cars is still obvious. As for the rest, the high probability is fuel vehicles, especially non-hot fuel vehicles. The same is the domestic sales data in the first ten months. The production and sales of new energy vehicles increased by 33.9% and 37.8% respectively year-on-year, and the market share has stabilized over 30%.

Then in this environment, can fuel vehicles still start? The answer is still yes. The impulse and inventory pressure faced by fuel vehicles are obviously higher than those of new energy vehicles at present. This means that fuel vehicles will generally come up with more attractive concessions at the terminal. For example, take the market of Audi A4L as a reference. At this stage, the landing price of its main sales models can be lowered to less than 270,000 yuan (or it involves other factors such as staging, for reference only). Just a year ago (before the purchase tax was halved last year), this price was not even enough for the naked car price after the discount. Similar scenes will be more intense next door to second-tier brands such as Cadillac, Lexus and British finidi. In short, many classic fuel vehicles or luxury fuel vehicles that once seemed out of reach seem to have entered a stage worthy of dreams for many people.

Of course, this does not mean that fuel vehicles can only buy high-end. In fact, the cost performance of low-end fuel vehicles is even higher. Because of the market of more than 250,000 yuan, fuel vehicles at least need to face the impact of various new energy vehicles. However, in the automobile market of less than 150,000 yuan, or even less than 100,000 yuan, the competitive environment of fuel vehicles will undoubtedly be more relaxed. This is not to say that there are not many options for new energy vehicles within 150,000 yuan. However, compared with the fuel car after the price reduction, there is a distinct dislocation in the product strength. For example, LaVida, Corolla, Sylphy and other classic joint-venture A-class cars, now the price of the terminal can fall steadily within 100,000 yuan. Even if there are needs such as personality and face value, players like Mazda 3 Angkeira have dropped to the level of less than 90,000 yuan early. As for the new energy vehicles with the same price, most of them are A0 players, and there is a certain gap in terms of practicality and workmanship grade. If we consider the demand for energy supplement in daily household scenes and the mileage is not exaggerated (for example, the annual mileage is about 10 thousand kilometers), then the cost performance of directly purchasing fuel vehicles will be higher.

As for new energy vehicles, considering that car companies have already held many technical measures to reduce costs, such as extended program, sodium battery, integrated die casting and so on. The main battlefield in the next stage will be that new energy vehicles will continue to put pressure on the fuel vehicle market within 150,000 yuan. In that case, unless the current preferential strength is attractive enough. Otherwise, ordinary household new energy vehicles with a price of about 150,000 yuan at this stage will still have to continue to observe. To put it simply, only when car companies are competitive can consumers make a profit. Under this logic, the middle and high-end new energy vehicles with a price of more than 250,000 yuan are relatively more cost-effective. Under the common competition between its own stock and fuel vehicles with the same price, new energy vehicles with this price are undoubtedly facing greater market pressure. Moreover, new energy vehicles at this price generally perform well in core product strength such as vehicle chip, intelligent driving hardware and battery technology. This objectively can also resist the phenomenon that the product experience is "depreciated" caused by technical iteration to a greater extent. Of course, all this is based on competitive prices and hardware, but also on brands with certain reliability. After all, the brand of new energy vehicles has also entered the initial stage of reshuffle, and with the after-sales problem, it is certainly not as "blindly greedy for cheap" as fuel vehicles.