吴晓波频道·2025-12-16 00:30Core Viewpoint - The article discusses the recent regulatory measures in the automotive industry aimed at curbing price wars and ensuring fair pricing practices among manufacturers and dealers, particularly in light of the upcoming vehicle purchase tax for new energy vehicles starting in 2026 [3][4][5]. Group 1: Regulatory Measures - The National Market Supervision Administration has released a draft guideline to regulate pricing behaviors in the automotive industry, addressing issues like price fraud and irrational competition [5][6]. - The guideline emphasizes that manufacturers selling vehicles at a loss face significant legal risks, which has sparked discussions about potential price increases for consumers [7][9]. - The guideline consists of two main components: regulating pricing behaviors of manufacturers and sales enterprises, focusing on preventing loss-leading sales and ensuring transparent pricing [12][14]. Group 2: Reasons for Loss-Leading Sales - The phenomenon of manufacturers selling vehicles at a loss can stem from strategic misjudgments or aggressive competition aimed at eliminating rivals [20][21]. - Many traditional automakers are experiencing declining profits, with the automotive industry’s profit margin reported at 4.5%, below the manufacturing sector's average [25][26]. - Despite operating at a loss, manufacturers continue to ramp up production, with new car deliveries in China reaching 31.12 million units in the first eleven months of the year, a year-on-year increase of 11.4% [26]. Group 3: Consumer Impact - While consumers may benefit from lower prices due to competitive pressures, the ongoing profitability challenges and chaotic competition can lead to negative experiences, such as unclear pricing and delivery issues [31][32]. - The guideline aims to address consumer pain points by enforcing transparency in pricing, including clear communication of subsidies and delivery timelines [32][34][35]. - A healthy pricing system is deemed essential for sustainable market development, allowing manufacturers to invest in R&D and improve product quality over time [35]. Group 4: Future Industry Implications - The introduction of the pricing guideline is seen as a necessary intervention to prevent further price wars, especially as the market stabilizes and growth slows [36][40]. - The guideline may have a more significant impact on new energy vehicle manufacturers, who face greater operational challenges compared to traditional automakers [41][42]. - In the short term, the automotive industry may experience sales pressure due to the new purchase tax and restrictions on price reductions, while long-term effects could stabilize the market and reduce the frequency of price wars [44].