The price of luxury cars, which have been accused of high prices, has recently fallen sharply.
Recently, Jaguar Land Rover officially announced that it will start to lower the price of three models on August 1st, with a maximum drop of 300,000 yuan. Subsequently, FAW-Volkswagen Audi officially announced that it will cut domestic production from August 1. The original spare parts price of the model.
The price cuts did not shy away from the reasons for the price cut. Whether it is Jaguar Land Rover or FAW-Volkswagen Audi, the relevant person in charge admits that this has a close relationship with the current anti-monopoly investigation.
It is understood that since the implementation of the Anti-Monopoly Law in 2008, anti-monopoly investigations have penetrated into many industries such as aviation, daily chemicals, communications, and milk powder. After many media bombarded the "high price of imported cars" last year, the anti-monopoly investigation of the automobile industry began to accelerate.
From the second half of last year, the Ministry of Commerce launched the revision of the “Implementation Measures for the Management of Automobile Brand Sales†(hereinafter referred to as the “Measuresâ€), and the NDRC’s investigation into the high price of automobile products. The Ministry of Commerce “conditionally approved†Toyota’s joint venture battery company Kelimei And the General Administration of Quality Supervision, Inspection and Quarantine is planning to include non-standard cars in a series of actions such as “three guarantees for automobilesâ€. Anti-monopoly is being carried out under the coordinated promotion of many ministries and commissions, and has been carried out in many aspects such as policies, industrial chains and sales terminals. The "monopoly" of imported car prices and the "false heights" of the criticized after-sales prices are expected to be improved and resolved soon.
"The demonstration effect of the above two companies is likely to bring a chain reaction, which will eventually lead to a decline in the price of luxury cars." A relevant person in charge of the industry association told the "Daily Economic News" reporter.
However, Xinhua News Agency quoted experts as saying that after the price cut, the profit of some luxury cars is still very obvious.
Price reduction in response to the NDRC antitrust investigation In early July, Mercedes-Benz made clear and adjusted the price of maintenance services. On July 25, Jaguar Land Rover released an official message saying that in response to the National Development and Reform Commission's price supervision and inspection and anti-monopoly investigation of the Anti-Monopoly Bureau, the Land Rover Range Rover Extended Edition 5.0V8, Land Rover Range Rover Sport 5.0V8 and Jaguar will be downgraded from August 1st. The price of the F-TYPE Convertible is 3 models and 6 models, and the average price reduction will reach 200,000 yuan.
Among them, the official guide price of the Range Rover 2014 5.0V8SC peak generation creation extended version will drop from the current 3.598 million yuan to 3.298 million yuan, down 300,000 yuan, becoming the biggest decline in the price adjustment.
The relevant person in charge of Jaguar Land Rover said in an interview with the reporter of "Daily Economic News": "This price adjustment is an official initiative. This behavior makes Jaguar Land Rover the first multinational company in China to respond to relevant department inspections. Approval by relevant departments."
One day after Jaguar Land Rover announced that it had lowered the price of some of its vehicles, FAW-Volkswagen Audi Sales Division announced that it would cut the prices of all domestically produced parts. Take Audi's best-selling model A6L in China as an example. After the price adjustment, the zero-to-nale ratio of the model dropped from 411% to 291%.
In April of this year, China Insurance Industry Association and China Automobile Maintenance Association jointly released the research results of the zero ratio coefficient of common domestic models, and disclosed the “zero ratio of vehicle parts†and “zero ratio of 50 items of vulnerable parts†for 18 common models. "Two important factors, up to 1273% of the "zero ratio" profiteering is shocking.
Ge Shuwen, executive deputy general manager of FAW-Volkswagen Audi Sales Division, said: "At the beginning of this year, the price supervision and inspection and anti-monopoly bureau of the National Development and Reform Commission paid great attention to the problems in the auto industry and after-sales service. FAW-Volkswagen Audi decided to cooperate actively. Related investigations."
FAW-Volkswagen Audi will reduce the price of original spare parts to be implemented on August 1st, involving all domestically produced models. Among them, Audi A6LTFSI comfortable 2.0-liter TFSI engine price decreased 22%, multitronic stepless / manual integrated transmission price reduction 38%, body assembly price reduction 16%, ABS unit price reduction 25%, the original price of the average spare parts price reduction reached 20% . FAW-Volkswagen Audi also said that it will "continue to improve the original spare parts price system according to market conditions."
“Because of the scale effect, it is unreasonable that the price of production parts is much higher than the price of the whole vehicle.†A professional who is engaged in automobile maintenance told the reporter of “Daily Economic News†that 20% is FAW-Volkswagen Audi’s after-sales service. "relatively let profit."
The adjustment only reduced the price of parts for domestically produced models. FAW-Volkswagen Audi said that the price adjustment of imported cars and how to adjust it will be released at the "appropriate time".
A person familiar with FAW-Volkswagen Audi said that this is a pressure-testing behavior. In the case of Mercedes-Benz and Jaguar Land Rover to adjust prices in succession, Audi's urgent price adjustment measures are also inevitable. The analysis believes that lowering the price of domestically produced parts and components is Audi's most controllable behavior. First of all, the parts of domestic models are locally produced, so the purchase price and profit margin are controllable. For imported car parts that need to be purchased from Germany, the profit margin is less affected by the purchase price and tariff. In addition, compared with Jaguar Land Rover and other automobile manufacturers that are sold in China by import, the Audi market has a stock of 3 million units. After-sales service has become the most important source of profit.
Or inciting the luxury car price system "Daily Economic News" reporter learned that FAW-Volkswagen Audi reduced the ex-factory profit of parts and components, in the market, dealers still maintain the original profit margin, so the dealer will not be due to this Sub-price cuts have resulted in impaired benefits.
Xinhua News Agency reporters on the 26th and 27th in Beijing Jaguar Land Rover and Audi brand 4S shop saw that after the initiative to cut prices, luxury car prices are still far higher than the foreign market. In the domestic market, the low-cost version of the Land Rover Range Rover "5.0V8 Autobiography" has a guide price of about 2.6 million yuan, but in the UK market, the price of this model is only 81,000 pounds, equivalent to RMB (6.1917, 0.0004, 0.01%). Less than 900,000 yuan. According to the calculation of Jia Xinguang, an expert in the automotive industry, even if imported cars are subject to higher taxes such as customs duties, value-added tax, and consumption tax, the domestic and international prices are two times different, and the profits are very obvious. In addition to the overall price of the car is still abnormally high, after the price of accessories has been lowered, the “zero ratio†of domestic Audi is still high. Taking the Audi "A6L" as an example, the "zero ratio" of the model will be reduced from 411% to 291%, which means that almost all new cars can be purchased for the replacement of all the accessories of this Audi.
As for the standard measurement of the price reduction, as of press time, FAW-Volkswagen Audi Sales Division failed to explain clearly.
However, the relevant person in charge of the Automobile Industry Association believes: "The active price cuts of the above two companies are likely to bring about the 'Domino' effect, which has led many companies to follow the price reduction of products and ultimately shake the price system of luxury cars."
A few days ago, some media reported that in the anti-monopoly investigation, multinational companies such as Mercedes-Benz and Chrysler were among them. However, the relevant person in charge of Daimler Northeast Asia Investment Co., Ltd. said in an interview with the "Daily Economic News" reporter that although there were media reports before the president and CEO of Mercedes-Benz Sales and Service Co., Ltd. Ni Kuang Tan Chengmei Saidex-Benz is accepting the investigation, "but because this issue is more sensitive, we are not in a position to comment."
To the press release, Chrysler (China) did not comment on this. The relevant person in charge of the public relations department of BMW [microblogging] (China) said: "As of now, BMW has not accepted any anti-monopoly investigation."
The multi-ministerial joint anti-monopoly is not only the Development and Reform Commission, but the Ministry of Commerce, the Ministry of Communications and the General Administration of Quality Supervision, Inspection and Quarantine are also working together to promote anti-monopoly investigations in the automotive industry.
A person in charge of the Automobile Circulation Association told the reporter: "For many years, the Ministry of Commerce has been paying attention to the monopolistic behavior of the automobile industry. In the second half of last year, the revision of the "Implementation Measures for the Management of Automobile Brand Sales" was started. "Because the "Measures" gave the automobile production Certain "privileges" of enterprises are the root cause of monopolistic behavior in the automotive industry.
After China promulgated the "Measures" in 2005, China's imported car sector has been using the licensing method, that is, only by obtaining the authorization of automobile suppliers (usually multinational enterprises, automobile manufacturers), dealers can sell related products. This means that suppliers have a higher dominance in the entire distribution channel and have special rights such as pricing rights. Therefore, many multinational companies will also get rich profits.
On June 30th, the Ministry of Communications also issued the “Guiding Opinions on Soliciting the Transformation and Upgrade of the Automobile Maintenance Industry to Improve the Service Quality (Draft for Comment), and plans to break the automobile production enterprises to zero by encouraging the original parts to enter the independent after-sales market. Monopoly in the field of components.
Recently, a source close to the AQSIQ also revealed that the department is currently preparing to introduce non-standard cars into the "three guarantees for cars" policy. Once this policy is introduced, it will bring out parallel imported vehicles. In the “grey zoneâ€, the identification of non-standard cars will be clear for the first time. While regulating the development of business in this field, it will break the monopolistic behavior of automobile companies as “general distributorsâ€.
In fact, anti-monopoly investigations have been ongoing since the implementation of the Anti-Monopoly Law five years ago, and are involved in high-profit industries such as books, medicine, insurance, milk powder, and telecommunications.
In 2013, Xu Kunlin, director of the Price Supervision, Inspection and Anti-Monopoly Bureau of the National Development and Reform Commission, publicly stated that the next target would be in the oil, telecommunications, automobile and banking industries closely related to the people. Almost at the same time, many media in China have also concentrated on the issue of "high price of imported cars."
Under the guidance of the policy and the help of the media, the auto industry's existence includes the high price of imported cars; the market supply channels for monopoly after the market; the monopolistic behaviors such as price-limited regional sales are placed under the "spotlight".
"Through this combination of fists formed by relevant departments in China, it is likely to break the monopoly position of auto companies in terms of price and other factors, and push down the monopoly 'high wall' that has existed in the auto industry for many years," said the relevant person.
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