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“价格战”再降温:车企承诺60天返利

Core Viewpoint - The automotive industry is moving towards a healthier and more sustainable development model, with a focus on improving product quality and reducing price wars, as evidenced by commitments from various car manufacturers to expedite rebate payments to dealers within 60 days [1][2]. Group 1: Dealer Rebate Acceleration - GAC Group has announced a commitment to complete dealer rebate payments within two months, responding to the call from the China Automobile Dealers Association to promote healthy industry development [1]. - Other car manufacturers, including BMW, BAIC New Energy, SAIC General, FAW Audi, and Yueda Kia, have also pledged to provide dealer rebates within 60 days [1]. - Dealers have faced challenges due to price wars and reduced rebates from manufacturers, leading to tight cash flow and operational difficulties [4][5]. Group 2: Market Dynamics and Consumer Behavior - The automotive market is experiencing a shift towards high-quality products, with government policies like the vehicle trade-in subsidy stimulating consumer demand [8]. - As of May 11, 2025, the number of applications for vehicle trade-in subsidies reached 3.225 million, indicating strong consumer interest [8]. - Recent announcements from various cities regarding the suspension of trade-in subsidies have raised concerns, but they are viewed as temporary measures rather than permanent terminations [9]. Group 3: Industry Competition and Quality Focus - The competition in the automotive sector is transitioning from price-based to quality-based, with industry leaders advocating for technological advancements over price cuts [10]. - The penetration rate of L2-level new cars reached 55.7% in the first half of 2024, reflecting consumer demand for advanced technology in vehicles [10]. - Regulatory bodies are increasing efforts to address "involution" in the industry, aiming to stabilize the supply chain and enhance product quality [10].