「降价王」沃尔沃：新车直降十余万，老车主不干了

Core Viewpoint - Volvo has adopted a controversial marketing strategy of launching new models at significantly reduced prices, leading to dissatisfaction among existing customers and raising concerns about the brand's long-term strategy [1][4][10]. Group 1: Pricing Strategy - Multiple new Volvo models, including the XC60, S90, and XC90, have been launched with substantial price cuts, with the XC60's limited-time price dropping by over 140,000 yuan and the XC90 by 160,000 yuan [1][5]. - The official price range for the 2026 XC60 is set between 396,900 to 474,900 yuan, while the limited-time price drops it to 254,900 to 425,900 yuan [3]. - Existing customers have expressed frustration over the disparity in benefits between new and old models, particularly regarding maintenance perks that are not extended to previous buyers [4][3]. Group 2: Sales Performance - Volvo's global sales have faced a decline, with a 6% drop year-on-year in Q1, and a 12% decrease in the Chinese market [7][8]. - In May, global sales continued to struggle, with a 12% decline compared to the previous year, and electric vehicle sales also saw significant drops [8][6]. - The company attributes the sales decline to increased competition in the electric vehicle market and a slowdown in demand for internal combustion engine vehicles [8][9]. Group 3: Financial Pressure - Volvo reported a revenue of 82.9 billion Swedish Krona in Q1 2025, down 11.7% from 93.9 billion Swedish Krona in the same period last year, with operating profit plummeting by 59.5% [11]. - The CEO highlighted the challenges posed by market conditions, including increased competition and price pressures, leading to a cost-cutting initiative aimed at saving 18 billion Swedish Krona by 2026 [11][14]. - The company announced a global layoff of approximately 3,000 employees, including 1,200 in Sweden, primarily affecting administrative positions [11][14]. Group 4: Brand Perception - Volvo's historical reputation for safety is being challenged in the electric vehicle era, with concerns that the brand may not be enough to sustain competitiveness [13]. - Recent incidents, such as the counterfeit audio equipment scandal, have further impacted Volvo's luxury brand image in the Chinese market [13].