「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 reflecting underlying sales pressures in the market [3][4][7]. Sales Performance - In Q1 2025, Volvo's global sales decreased by 6% year-on-year, with a 12% decline in the Chinese market [10][11]. - The company sold 172,200 vehicles globally, with Europe and China experiencing declines of 8% and 12%, respectively [10]. - In May 2025, global sales further dropped by 12%, with electric vehicle sales down by 20% [11]. Pricing Strategy - The newly launched 2026 Volvo XC60 saw a price drop of over 140,000 yuan, with limited-time offers significantly reducing the official price range [5][8]. - Similar pricing strategies were observed for other models, including the S90 and XC90, with price reductions of up to 160,000 yuan [8]. Customer Sentiment - Existing Volvo owners expressed frustration over the pricing strategy, feeling undervalued compared to new buyers who benefit from better offers and additional perks [7][9]. - The company's response to customer concerns about loyalty and fairness has not alleviated dissatisfaction among long-time customers [7]. Financial Pressure - Volvo's Q1 2025 revenue was 82.9 billion Swedish Krona, down 11.7% from the previous year, with operating profit dropping by 59.5% [14]. - The company announced a cost-cutting plan aiming to save 18 billion Swedish Krona by 2026, which includes a global workforce reduction of approximately 3,000 employees [14][16]. Strategic Challenges - Volvo's slow product updates and lagging electric vehicle transition have been cited as factors contributing to declining sales [11][12]. - The company aims to achieve a 50% share of pure electric vehicle sales by 2025 but has not yet met its electrification goals [12].