购置税变天之前，汽车公司“撒钱买量”

Core Viewpoint - The article discusses the impact of the upcoming reduction in new energy vehicle (NEV) purchase tax subsidies on the automotive industry, particularly focusing on the strategies employed by various car manufacturers to boost sales in the fourth quarter of the year as they aim to meet annual sales targets [5][11]. Group 1: Sales Strategies and Market Dynamics - Automotive sales typically see a surge towards the end of the year, but this year is different due to the impending reduction of NEV purchase tax subsidies starting in 2026, which will shift from exemption to a 50% reduction, with a maximum exemption of 15,000 yuan [5][11]. - From the beginning of the National Day holiday, car manufacturers have been implementing various promotional strategies to attract consumers, with a notable increase in new model launches in September, exceeding 80 events [5][7]. - Companies like NIO and Zeekr have introduced purchase tax subsidies to alleviate consumer concerns about the tax changes, with NIO offering up to 15,000 yuan in tax subsidies for orders placed before December 31, 2025 [7][8]. Group 2: Consumer Behavior and Preferences - Consumer interest during the National Day holiday was significantly influenced by the availability of purchase tax subsidies, with models like the NIO ES8 and Zeekr 9X seeing substantial increases in showroom traffic and orders [8][9]. - The AITO M7 model gained considerable attention, with nearly 70% of customers visiting showrooms expressing interest in it, leading to a significant increase in orders during the holiday period [9][10]. - The purchase tax subsidy has become a critical factor for consumers, with a survey indicating that 77% of respondents view the tax policy changes as the primary influence on their purchasing decisions [12]. Group 3: Competitive Landscape and Financial Implications - The competitive landscape among new energy vehicle manufacturers is intensifying, with companies like Li Auto, Xiaopeng, and NIO reporting significant delivery numbers, while others like BYD and Great Wall have opted not to offer purchase tax subsidies due to shorter delivery times [10][14]. - The financial burden of providing purchase tax subsidies is substantial, with estimates suggesting that companies like Xiaomi may incur over 2 billion yuan in additional costs due to these subsidies by 2026 [13]. - The article highlights that the purchase tax subsidy strategy is primarily driven by manufacturers aiming to secure sales before the policy changes take effect, with many companies launching subsidy programs for new models [12][15].