Energy-saving New Deal stuck in car prices Q4 impulse

Recently, the Ministry of Finance, the National Development and Reform Commission, and the Ministry of Industry and Information Technology jointly issued the "Circular on Promoting the Promotion of Energy-saving and Environmentally-Friendly Vehicles of 1.6 L and Below" (hereinafter referred to as the "New Energy Conservation Subsidy"), which was decided from October 1, 2013 to December 2015. On the 31st, the subsidy policy for energy conservation and environmental protection vehicles of 1.6 liters and below will continue to be implemented.

Beijing Business Daily reporter visited the Beijing auto market and found that most dealers expressed concern about the sales after the implementation of the New Energy Conservation Subsidy. Some dealers bluntly stated that the energy saving subsidy is the only stimulus policy in the auto market, and the new and old policies have reduced the number of models during the alternating period. Certainly will increase the wait-and-see mood of the consumer, selling a car is bound to be affected.

The impact has shown that “Jin 9 Silver 10” has historically been the selling season of the auto market, but the last round of energy saving subsidy policies ended on September 30, causing many dealers to worry that “Silver 10” sales may be affected. It is understood that since October, many consumers have delayed the purchase of cars due to the cancellation of energy-saving subsidies. An Ms. Chong who had originally planned to purchase a car during the “11th” period told the Beijing Commercial Daily reporter that after a promising Japanese car had canceled the energy saving subsidy, she delayed the car purchase plan and waited for the introduction of a new round of subsidy catalogue before considering the purchase. .

In fact, there are not a few consumers like Ms. Chong who postpone buying cars. Some 4S stores, including the Changan Suzuki brand, had sales in the first half of October falling from the same period in September, and many of them even fell by more than 50%. A Shanghai-based general dealer revealed that since the cancellation of the subsidy on September 30, Yinglang’s orders have plummeted, and many consumers have cancelled their orders because the price of the car has risen by 3,000 yuan, and have begun to wait and see.

After investigation, the reporter found that for many low-priced economic cars, the 3,000-yuan energy-saving subsidies play a large role, especially some of the self-owned brand models whose competitiveness is not very strong, and whose price reduction rate is not too small, and they can save energy at 3,000 yuan. After the subsidy was cancelled, the distributors themselves were unable to further increase their incentives and thus lost many customers.

In Dong Yang, executive vice president and secretary-general of the China Automobile Association, the increase in the threshold for new energy-saving subsidies and the reduction in the number of beneficiaries will inevitably cause some adverse effects on the auto market in the short term, especially the autonomy that is most sensitive to price fluctuations. Brands may even affect their impulse at the end of the year.

However, Cui Dongshu, deputy secretary-general of the National Passenger Vehicles Association, pointed out that although the threshold of energy-saving subsidies for the New Deal has caused car dealers to suffer headaches within a certain period of time, in the long run, it is a test for the R&D capabilities of car companies. "After all, the purpose of the introduction of energy-saving subsidies policy is not to pull the auto market, but to encourage car companies to upgrade technology." Cui Dongshu said.

In order to prevent customers from losing their energy-saving subsidies, many self-sufficient customers have already taken the initiative to take action. In the first time after the last round of energy-saving subsidies, the company used its own self-recovery mode to provide dealers with 10 Monthly sales season to provide funding support.

BYD Auto has announced that during the period from October 1st to December 31st, BYD’s energy-saving models will receive a subsidy of RMB 3,000. The related person in charge of BYD stated that this part of the cost was borne by the company. The purpose was to stabilize the market and prevent changes in energy saving and subsidy policies from affecting sales in the fourth quarter of the dealership.

However, after all, the brands that companies pay for subsidies are still in the minority, and many dealers are having headaches because of the energy-saving subsidy to the New Deal. "Originally, the sales situation is fine, but after the 3,000 yuan subsidy is cancelled, in order to compete for customers, we have no choice but to increase our own discounts." In the interview, a person in charge of the FAW Toyota 4S shop told the Beijing Business Daily reporter. A Chery 4S shop marketing manager also reluctantly stated that "the independent brand 4S shop to sell the car would not have made money, and now the subsidy cancellation, we are under great pressure."

When the reporter visited the shop as a customer, he discovered that most of the dealers had converted the subsidy directly into the model discount, but now the dealer will specifically specify the energy-saving subsidies and clearly tell consumers that this is the dealer’s own subsidy. To retain consumers.

At present, many dealers sell profits in the form of subsidies in order to retain consumers. Yan Jinghui, deputy general manager of the Asian Games Village Automotive Trading Market, believes that both manufacturers and distributors continue to support short-term sales of energy-saving subsidies. However, if companies do not upgrade their technology as quickly as possible, then this behavior can only be thirst-quenching. After waiting for a new batch of subsidies, such brands will eventually be abandoned by the market.

According to accelerating data from manufacturers, starting from June 2010, the Ministry of Industry and Information Technology, the National Development and Reform Commission, and the Ministry of Finance jointly launched a number of energy-saving vehicle promotion catalogs. About 25% of passenger car models can enter the energy-saving and environmentally friendly vehicle subsidy list, but the new After the implementation of energy-saving subsidies, only 6 models in the current catalog meet the new standards. Experts estimate that the final proportion of models will also be reduced to 3%-5%, that is, most of the existing models in the auto market. The subsidy will be withdrawn.

Faced with the new energy-saving subsidies and the threshold for improvement, auto companies have stated that they have started to study measures to reduce the market losses caused by the withdrawal of subsidies.

It is understood that although the new energy-saving subsidy policy has been introduced, it is still unclear when the promotion of the model catalog will be published. Since many brand models have not yet been fully upgraded to the National V emission standards, it will take at least 1-2 months from manufacturers to adjust emission standards to apply for, and then to the official ruling list. Therefore, experts predict that before the end of the year, the auto market may not The car can enjoy the official energy-saving subsidies.

It is worth noting that, due to the relative lack of technical reserves and the escalation of emission standards for self-owned brands, under the new policy of energy-saving subsidies, there may be flaws in the lack of the first catalog models. “Currently good, because in the market subsidy vacuum period, everyone did not enjoy new subsidies. Once a few months later people can get new subsidies, we can not get, that is really bad.” An independent brand 4S shop bosses told reporters at Beijing Commercial Daily. The boss's words reflect the anxious attitude of many independent brand dealers in the market.

In this regard, the automotive industry senior expert Su Hui said that the cancellation of energy-saving subsidies is only temporary, although the new policy threshold has increased, may lead to a lot of original models to enjoy the 3,000 yuan subsidy out of the car, but there will still be a number of truly powerful models pass. “Now all manufacturers are applying according to the process, and it is expected that from the end of the year, models that meet the standards will be announced one after another.” Su Hui believes that the effectiveness of the company's impulse at the end of the year or due to the publication of the subsidy list is high.