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高息高返全面叫停,车市将迎来涨价潮?
Sou Hu Cai Jing· 2025-07-07 02:45
【导语:2025上半年,中国汽车产业加快改革进程,先是工信部密集推出一系列"史上最严"监管政策,随后就是央行等六部门发布《关于金融支持提振和 扩大消费者的指导意见》,要求多地银行行业协会发布汽车消费金融服务自律公约,明确禁止高息高返的金融政策。】 撰文|蔡家伦、编辑|禾 子 目前,银行给经销商的返点,从以前抵款额的15%,大幅压缩到4%以内,车贷年化利率也从6.5%降到3.2%。更重要的是,消费者提前还款的限制也更加 严格了。 高息高返作为长期存在汽车消费市场的金融模式,从2022年正式广泛进入大众视野,2024年被点名监管,再到2025年6月正式退场。高息高返为什么会被 央行全面禁止? 高息高返金融政策的初衷是三方利好,银行与汽车经销商进行合作,银行通过高额返佣的模式,吸引经销商向客户推荐高息高返金融政策,经销商为了促 进汽车销售,会将银行返佣80%~90%作为车价补贴给消费者,从而降低购车总价。 原因之二是经销商拿了佣金,消费者得到优惠,银行成了冤大头。 每个金融贷款项目,都是银行精心计算过的产品,通常来说高息高返的贷款一般都是五年期,根据银行大数据预测,多数客户需要五年后才能还清贷款。 因此,银行与经销 ...
BBA大幅降价 豪车格局要重新洗牌
Xi Niu Cai Jing· 2025-07-01 04:03
Core Viewpoint - The luxury automotive market, particularly the German trio of BBA (Benz, BMW, Audi), is experiencing a significant price drop due to the rise of electric vehicles and strong competition from domestic brands, leading to a collective price war that undermines their traditional premium positioning [3][4][6]. Price Cuts and Market Dynamics - Since 2025, BBA has engaged in aggressive price reductions, with Mercedes-Benz GLC seeing discounts up to 199,000 yuan, and the EQC dropping from 620,000 yuan to 220,000 yuan, a staggering decrease of 400,000 yuan [4][5]. - Audi's A4L has seen its price drop to the 200,000 yuan range, while the Q7's entry price has fallen below 500,000 yuan for the first time [4]. - BMW's 525Li has dropped to below 290,000 yuan, representing a 34% discount from its original price [5]. - The overall luxury car market is witnessing a collapse in pricing, with models like the Porsche Cayenne and Macan also seeing significant price reductions [5]. Impact of Electric Vehicles and Domestic Brands - The price decline is primarily driven by the competitive pressure from domestic electric vehicle brands, which are advancing rapidly in technology and market share [6][10]. - Domestic brands like Li Auto and AITO are offering advanced features that BBA's models lack, such as superior intelligent driving systems [7][8]. - BBA's sales in China are declining, with Mercedes-Benz down 7% to 683,600 units, BMW down 13.3% to 714,500 units, and Audi down 10.9% to 649,000 units in 2024 [10]. Challenges in Transformation - BBA is struggling with the transition to electric and smart vehicles, with significant investments required while their net profits are declining: Mercedes-Benz down 28.4%, BMW down 36.9%, and Audi down 33.1% [12]. - The lack of in-house battery production capabilities forces BBA to rely on expensive external suppliers, impacting their cost structure [12]. - BBA's attempts to collaborate with tech companies like Huawei for smart driving solutions may lead to a loss of brand identity and autonomy [13]. Strategic Responses - In response to the crisis, BBA plans to launch 36 new products from 2025 to 2027, with BMW aiming for a 20% efficiency improvement and Audi collaborating with Porsche on a new electric platform [11][12]. - Initial signs of recovery are noted, with models like the Audi Q4 e-tron and BMW i3 seeing increased orders after integrating advanced technologies [13]. Conclusion - The luxury car market's definition is shifting, and BBA's ability to reclaim its former status is increasingly uncertain, suggesting a potential long-term decline in brand value and consumer trust [14].
20万的BBA,不能再降了
创业邦· 2025-06-19 03:16
以下文章来源于财经天下WEEKLY ,作者财经天下 财经天下WEEKLY . 《财经天下》周刊官方账号,提供有品质的深度报道,讲述中国企业在时代浪潮中的精彩故事。 编辑丨 李不清 图源丨豆包AI 作为BBA的走量"三剑客","34C"(宝马3系、奥迪A4L、奔驰C级)在车企价格战大潮席卷下,被 打下30万元神坛后,又频频传出终端售价跌破20万元的说法。 如今,20万元真能将一台"34C"开回家了吗?目前,在北京、河北的一些奔驰、宝马、奥迪4S 店,"34C"的最低配裸车价确已不足20万元。 不过,要想实打实地买到一台20万以下的"34C",也并不那么容易。 裸车价跌破20万元 本轮BBA降价潮中,奔驰C级幅度最大,裸车价比照指导价几乎"砍半"。 以奔驰C200L运动版为例,指导价为33.48万元,目前北京地区多家经销商裸车报价已降至16.74万 元。即便是C级顶配的C260L皓夜运动版,原指导价为38.06万元,如今裸车价格也跌破了20万元。 但要享受最低价,需要加上各类金融贷款、保险、店内搭售、选配等"硬性条件"。据了解,奔驰的经 销商们基本已不再卖低配版C200L了,而C260L的落地价在25万元,该价格 ...
20万的BBA,不能再降了
商业洞察· 2025-06-17 09:28
以下文章来源于财经天下WEEKLY ,作者财经天下 财经天下WEEKLY . 《财经天下》周刊官方账号,提供有品质的深度报道,讲述中国企业在时代浪潮中的精彩故事。 ---------------------------------- 作者: 杨十二 来源:财经天下WEEKLY 作为BBA的走量"三剑客","34C"(宝马3系、奥迪A4L、奔驰C级)在车企价格战大潮席卷下, 被打下30万元神坛后,又频频传出终端售价跌破20万元的说法。 如今,20万元真能将一台"34C"开回家了吗?目前,在北京、河北的一些奔驰、宝马、奥迪4S 店, "34C"的最低配裸车价确已不足20万元 。 不过,要想实打实地买到一台20万以下的"34C",也并不那么容易。 01 裸车价跌破20万元 本轮BBA降价潮中,奔驰C级幅度最大, 裸车价比照指导价几乎"砍半" 。 以奔驰C200L运动版为例,指导价为33.48万元,目前北京地区多家经销商裸车报价已降至 16.74万元。即便是C级顶配的C260L皓夜运动版,原指导价为38.06万元,如今裸车价格也跌破 了20万元。 但要享受最低价,需要加上各类金融贷款、保险、店内搭售、选配等"硬性条件 ...
金融价取消致购车价格上涨?有4S店称“北京社保用户不受影响”
第一财经· 2025-06-17 02:00
汽车资讯平台"车fans"创始人孙少军在社交平台上贴出了一份某地雷克萨斯涨价的预告海报,该海报 显示:银行政策调整,金融价取消,全系车型价格预计下月全面上涨。其中,雷克萨斯ES200预计 上涨2.5万元、ES300h预计上涨3.8万元、NX260预计上涨2.5万元、RX300预计上涨2.5万元、 RX350h预计涨价2.5万元。 "金融价取消针对的是无北京社保的客户,如果能够提供北京社保证明,仍然可以享受此前的优惠政 策。没有北京社保的用户,银行不给客户做高息高返了,有北京社保的用户(需提供北京社保证明) 不受影响。"一名北京地区的雷克萨斯销售人员对记者表示,无北京社保的外地客户目前购车的优惠 较少,差价约两三万元。 2025.06. 17 由于市场竞争激烈,豪华车市场近两年终端价格大幅松动,汽车4S店通过售卖新车业务往往不赚 钱,其利润主要来源于售后业务和汽车金融。"高息高返"是指银行与汽车经销商在汽车贷款业务中, 将部分贷款利润以佣金形式返还给汽车经销商,汽车经销商为了促进销售,会将部分返点以车价补贴 等方式返还给购车人,降低购车总价。因此,客户在4S店购车时,销售通常鼓励客户通过汽车贷款 方式购车。以雷 ...
20万的BBA,不能再降了
Xin Lang Cai Jing· 2025-06-15 06:20
Core Viewpoint - The price war among luxury car brands BBA (BMW, Benz, Audi) has led to significant price reductions, with some models of the "34C" (BMW 3 Series, Audi A4L, Benz C-Class) now available for under 200,000 yuan, although actual purchase conditions may complicate this [1][3][10]. Price Reduction Details - The Benz C-Class has seen the largest price drop, with the C200L model's price slashed from a guide price of 334,800 yuan to as low as 167,400 yuan in Beijing [3][4]. - Audi A4L's entry-level model has also dropped below 200,000 yuan, with some regions reporting prices as low as 180,000 yuan, although high-end models remain above 230,000 yuan [5][6]. - BMW's 325Li has reportedly fallen below 200,000 yuan, but consumer preference leans towards the more powerful 330Li model [7][8]. Market Dynamics - The aggressive pricing strategy has led to a consensus among dealers that low-spec models are increasingly difficult to sell, prompting a shift towards higher-spec models [7][10]. - The overall decline in prices has affected other models within the BBA lineup, including SUVs and higher-end sedans, pushing them below historical price thresholds [8][9]. Sales Performance - Sales figures for 2024 indicate a significant drop for Benz C-Class and Audi A4L, with projected sales of 44,000 and 26,000 units respectively, marking declines of 16% and 27% [12]. - The financial strain on dealers has led to reports of dealership closures and ownership changes, with only 35% of dealerships meeting sales targets in the first half of the year [12][13]. Strategic Adjustments - In response to market pressures, BBA is reducing its dealer networks and focusing on higher-end models, with plans to discontinue lower-end offerings [15][18]. - New models are being introduced, such as the Audi A5L and BMW iX3, which aim to rejuvenate brand appeal and market presence [19][20]. Innovation and Future Outlook - BBA brands are facing challenges in innovation, with traditional product cycles failing to keep pace with the rapid development of new energy vehicles [14][17]. - Collaborations with tech companies are being pursued to enhance digital services and vehicle technology, indicating a shift towards integrating more "Chinese car-making genes" into their offerings [18][19].
贪婪与恐惧,分歧或共识:苦价格战久矣的车圈众生相
Di Yi Cai Jing· 2025-06-09 12:54
Group 1: Industry Challenges - The automotive industry is facing intense "price wars," leading to increased pressure on suppliers to lower prices and extend payment terms, resulting in a challenging financial environment for suppliers [2][3] - In 2024, the loss ratio for automotive dealers is projected to be 41.7%, with a significant reduction in the number of 4S dealerships, marking the first negative growth since 2021 [2] - The average accounts payable turnover days for major automotive companies have been rising, with Haima Automotive at approximately 206 days and BYD at about 146 days as of Q3 2024 [5] Group 2: Supplier Financial Strain - Suppliers are experiencing extended payment cycles, with some reporting payment terms ranging from 30 to 120 days, which is exacerbated by the competitive landscape [3][4] - Financial platforms promoted by automakers, such as BYD's DiChain, have extended payment cycles to six months, further straining supplier cash flow [4] - The new regulations effective June 1, 2023, aim to protect small and medium enterprises from forced acceptance of non-cash payment methods that could extend payment terms [6] Group 3: Dealer Dynamics - Dealers are facing high inventory levels and liquidity risks, with a reported increase in overall inventory by 12,000 vehicles in early 2025, breaking a five-year trend of inventory reduction [7][9] - The financial struggles of dealers are highlighted by the bankruptcy of several dealerships, including the Qiancheng Group, due to cash flow management issues exacerbated by manufacturer policies [7][8] - Only 35% of 4S stores met or exceeded their sales targets in the first half of the year, indicating significant pressure on dealer operations [9] Group 4: Market Response and Future Outlook - There is a growing consensus among industry leaders to move away from destructive price wars, with calls for a healthier competitive environment to stabilize the industry [11][13] - In Q1 2025, the number of models experiencing price reductions decreased significantly compared to the previous year, indicating a potential shift in market strategy [11] - Major brands are implementing substantial price cuts, with some models seeing reductions exceeding 100,000 yuan, reflecting the ongoing competitive pressures in the market [12]
4S店退网5万元保养套餐打水漂,一汽奥迪:正解决问题
Bei Ke Cai Jing· 2025-05-22 14:10
Core Viewpoint - Recent complaints from consumers regarding after-sales maintenance issues with Audi dealerships, particularly due to some dealerships closing down, have led to concerns about the usability of purchased maintenance packages and requests for refunds or continued service [2][4][6]. Group 1: Consumer Complaints - Consumers have reported that they are unable to use maintenance packages worth thousands of yuan due to the closure of certain Audi dealerships [2][6]. - A consumer from Gansu province, who purchased a maintenance package for nearly 50,000 yuan, found that the dealership he bought from had closed down, leaving him with only one maintenance service completed [4][5]. - Another consumer from Hangzhou faced a similar issue, having purchased a maintenance package for around 9,500 yuan, only to discover that the dealership had also closed [6][8]. Group 2: Company Response - Audi's official response indicated that they are aware of the issues and are working to assist affected customers [3][10]. - Audi suggested that customers retain their purchase receipts and attempt to resolve issues through legal channels if necessary [4]. - The company has stated that they are coordinating to transfer maintenance rights to other local service centers for affected customers [5][10].
豪车市场竞争加剧 “BBA”大幅降价销量仍未改善
Cai Jing Wang· 2025-05-18 10:16
"BBA"曾凭借品牌积淀与市场先发优势,占据豪华车市场份额的大半壁江山。但如今,这一市场结构正遭遇前所未有的冲击。 从产品来看,"34C"(宝马3系、奥迪A4L、奔驰C级)作为销量基石,曾是奔驰、宝马、奥迪三品牌的销量支柱车型。但如今,随着蔚 来、小鹏、理想、问界等国产新势力在高端豪车市场高歌猛进,"34C"等产品的成交价正持续下探。 据懂车帝平台经销商报价板块显示,宝马3系入门版指导价31.99万元,目前最高综合优惠11.19万元,报价为20.8万元;奥迪A4L入门版指 导价28.98万元,目前最高综合优惠10.14万元,报价为18.48万元;奔驰C级入门版指导价33.48万元,目前最高综合优惠16.74万元,报价 为16.74万元。 | 宝马3系 经销商 | | | | | 服务排序 | | --- | --- | --- | --- | --- | --- | | 北京美宝行顺义城区店 ◎ | | 20.80万起 | 北京骏宝行宝马 © | | 20.80万起 | | | 售本市 11年老店 售全国 | | 售多地 9年老店 精致午餐 | | | | | ● 北京市顺义区仁和镇西环路99号院4号 | | ...
告别BBA
投资界· 2025-03-16 07:19
以下文章来源于雷叔写故事 ,作者雷斯林&乌卡 春江水暖鸭先知,公司冷暖销售先知。 "过完年老板说底薪打七折,KPI 倒是一点没减。"入行十年,先后在奥迪、宝马当过销售的智鑫敏锐地觉察到大事不妙:"当时我就感 觉 BBA 恐怕要 BBQ 了。" 这也是同行们心照不宣的事实: BBA 在中国卖不动了 。 雷叔写故事 . 为你写一个故事改名啦,雷斯林欢迎你关注。 时代变了。 作者 | 雷斯林 & 乌卡 来源 | 雷叔写故事 (ID:raistlin2017) 01 现如今,随便找条大马路站会,都能看出端倪,顶着 BBA 车标的越来越少,取而代之的是满地绿牌,瞅着环保又护眼。 BBA 的线下展厅更是门可罗雀,"一个月过完开不了单是常有的事。有时候一天都迎不来一个客,保洁阿姨扫地扫出来的都是我掉的 头发。" 那时的智鑫,每天都在展厅里,为蓝天白云远在巴伐利亚的机械元神赛博渡劫。 这是巅峰时期的智鑫做梦都想不到的。曾经,他一个月就能卖掉 23 辆宝马,月入 8 万,结果没过几年,风向就变了, "收入远不到以 前的一半,最差的时候我还想过去搞直播卖车,就是遗憾自己长得没有优势。" "我们同行群里都觉得情况不乐观,收入下滑得 ...