“新国补+车企限时促销”点燃2026年开年车市

Core Viewpoint - The introduction of the "New National Subsidy" policy for 2026 has led to a surge in consumer interest and promotional activities among various automotive brands, aiming to stimulate sales in the electric vehicle market. Group 1: Consumer Behavior and Market Response - Many consumers are waiting for the "New National Subsidy" to finalize their vehicle purchases, as evidenced by increased foot traffic in showrooms during the New Year holiday [1] - Sales personnel report a significant rise in daily customer visits, with some stores exceeding a thousand visitors [1] - Automotive brands are launching various promotional strategies, including tax subsidies and cash discounts, to attract buyers [1] Group 2: Promotional Strategies by Automotive Brands - Several brands, including Zhiji and Extreme Kr, are offering vehicle purchase tax subsidies, with amounts reaching up to 12,000 yuan [2] - Zhiji's promotional campaign requires customers to place orders by January 3 to benefit from tax subsidies, highlighting the urgency of the offer [2] - Extreme Kr is also providing tax subsidies ranging from 7,000 to 12,000 yuan for its vehicles [2] Group 3: Price Adjustments and Market Strategy - BMW has announced price reductions for several models, with the i7M70L seeing a decrease of 301,000 yuan, while the iX1eDrive25L's price dropped by 71,900 yuan, reflecting a strategic response to market demand [4][5] - BMW emphasizes that these price adjustments are not a price war but a strategic move to align with customer needs and market dynamics [5] - The adjustments in pricing are expected to enhance the competitiveness of BMW's offerings in the market [5] Group 4: Policy Changes and Implications - The 2026 policy changes include a reduction in the vehicle purchase tax from full exemption to a 5% rate, which is expected to impact consumer purchasing behavior [6][7] - The new subsidy structure shifts from fixed amounts to a percentage of the vehicle price, maintaining the upper limits for subsidies [7] - The maximum subsidy for scrapping old vehicles is set at 20,000 yuan, while the maximum for replacing vehicles is 13,000 yuan [7] Group 5: Regional Implementation of Subsidy Policies - Various regions, including Jiangxi and Hebei, have begun implementing the new subsidy policies, allowing consumers to apply for up to 20,000 yuan in subsidies [9][10] - The central government has allocated 62.5 billion yuan for the first batch of subsidies, aimed at supporting the "old for new" vehicle replacement program [10] - The "old for new" policy has significantly contributed to the growth of the domestic automotive market, with over 1.15 million vehicles replaced in 2025 alone [10] Group 6: Future Market Outlook - The automotive industry is expected to experience positive growth in the first quarter of 2026, driven by the new policies and consumer incentives [11] - The government aims to promote green consumption and support the development of the automotive industry chain, including second-hand vehicles and new consumption models [11]