一线调查丨有门店单日客流量破千！“新‘国补’+车企限时促销”点燃元旦车市 销售忙到没空吃饭

Core Viewpoint - The introduction of the new "National Subsidy" policy for 2026 is expected to stimulate automobile consumption, particularly in the electric vehicle (EV) sector, as it offers various incentives and promotional activities from car manufacturers [16][20]. Group 1: Consumer Behavior and Demand - Many consumers, like Tan Rui, are waiting for the new "National Subsidy" to finalize their vehicle purchases, indicating a strong demand for new cars during the holiday season [1][2]. - Sales personnel report a significant increase in foot traffic at dealerships, with daily customer visits exceeding a thousand due to the holiday and the new subsidy announcements [2]. Group 2: Promotional Strategies by Car Manufacturers - Various car manufacturers have launched promotional strategies, including limited-time subsidies on vehicle purchase taxes, zero-interest financing, and cash discounts, in response to the new subsidy policy [2][3]. - Over ten automotive brands have introduced January promotional policies affecting more than 70 vehicle models [2]. Group 3: Tax Subsidy Details - Starting January 1, 2026, buyers of new energy vehicles will be required to pay a 5% vehicle purchase tax, but many brands are offering tax subsidies to offset this cost [3][6]. - For example, brands like Zhiji and Zeekr are providing tax subsidies ranging from 7,000 to 12,000 yuan for specific models during the promotional period [6][10]. Group 4: Price Adjustments and Market Strategy - BMW has announced price adjustments for several models, with significant reductions aimed at aligning with market demand rather than initiating a price war [11][14]. - The adjustments include substantial price cuts, such as a 301,000 yuan reduction for the i7 M70L, reflecting a strategic response to consumer preferences [11][14]. Group 5: Impact of New Subsidy Policies - The new "National Subsidy" policy includes changes to the vehicle purchase tax and the structure of subsidies, which are expected to mitigate the impact of tax adjustments on the market [16][17]. - The subsidy for scrapping old vehicles is capped at 20,000 yuan, while the replacement subsidy is limited to 13,000 yuan, with the overall subsidy structure shifting from fixed amounts to a percentage of the vehicle price [17][20]. Group 6: Regional Implementation of Subsidy Policies - Several regions, including Jiangxi and Hebei, have begun implementing the new subsidy policies, allowing consumers to apply for up to 20,000 yuan in subsidies for vehicle purchases [19]. - The central government has allocated 62.5 billion yuan for the first batch of subsidies, indicating strong support for the "old for new" vehicle replacement initiative [19][20]. Group 7: Market Outlook - The "old for new" vehicle replacement policy has been a significant driver of growth in the automotive market, with over 11.5 million vehicles replaced in 2025, generating substantial sales revenue [20]. - Industry experts predict that the new policies will lead to a positive growth trend in the automotive market in the first quarter of 2026 [20].