经销商对车企满意度创近14年来最低

Core Insights - The satisfaction score of automotive dealers towards manufacturers has significantly decreased, reaching the lowest level in nearly 14 years due to multiple operational pressures and increased price inversion [1] Group 1: Price Inversion Issues - Over 74.4% of automotive dealers experienced varying degrees of price inversion, with nearly half facing price inversions exceeding 15% [2] - Severe price inversion has severely impacted dealers' liquidity, leading to increased financial pressure and reduced inventory tolerance [2] - Only 30.3% of dealers met their sales targets, with 29.0% of dealers achieving less than 70% of their targets [2] Group 2: Profitability and Market Conditions - The proportion of dealers reporting losses rose to 52.6%, while only 29.9% reported profits [3] - Independent dealers of new energy vehicles performed better than traditional fuel vehicle dealers, with profit rates of 42.9% compared to 25.6% for traditional brands [3] - The market is characterized by intense competition, with manufacturers and dealers resorting to price cuts to boost sales, resulting in a situation where sales increase does not translate to revenue or profit growth [3] Group 3: Rebate Policy Concerns - Dealers have expressed concerns over complex rebate policies, particularly the high proportion of ambiguous rebates that complicate accurate calculations [4] - The rebate cycle is predominantly 2-3 months, with some manufacturers extending it beyond 3 months, leading to dissatisfaction among dealers [4] - The industry calls for simplified rebate policies, advocating for a single monthly assessment and the elimination of restrictions on rebate usage [4] Group 4: Future Outlook - Dealers' expectations for overall trends in 2025 indicate slight growth or stability, with only 49% anticipating an increase in annual sales, a decline from previous expectations [4]