In the sales and purchase relationship of any industry, consumers are always at a disadvantage. Because of the asymmetry of information, consumers are always separated from the merchants by a thin film, whether it is from the previous understanding, or comparison inquiry, and then to the end In the transaction process, consumers are always afraid that the price of the goods they buy is not the lowest currently, especially when buying large-scale goods such as automobiles, this mentality will be more obvious.
Friends who have bought a car must have the same consensus, no matter what the price of the car, as long as the door of the 4S shop is opened, it will immediately depreciate by 10%, let alone use it for a while or drive After a certain mileage of the car, the residual value rate of the second-hand car will only be lower. Although many manufacturers have introduced policies such as replacement subsidy in order to stimulate new car sales, they can only be called a drop in the bucket and can only seek psychological comfort. But if I tell you now that some brands have introduced a policy of issuing fares to repurchase used cars, do you think this is a great thing? Don't worry, let's understand what happened first.
Recently, a publicity poster circulated online showing that BMW repurchases used BMW cars at the fare. The repurchased models include BMW 3 series , BMW 4 series , BMW 5 series , , BMW X3 and other models, new cars with a license date from "January 1, 2020 to July 31, 2021", the number of kilometers does not exceed 15,000 kilometers, no accidents, structural damage, etc., the deadline for the event October 31, 2021.
I don’t know what you will think when you see this news, do you feel that you have missed the opportunity to change your car, or regret that you did not have a "white prostitute" for driving a BMW for a year and a half, or missed it A chance to make a fortune? If it is really the three reasons we listed, then you are really too superficial.
Because in our opinion, first of all, we must doubt the authenticity of this policy. Although there are BMW Logo and BMW Used Car Logo on the top of the poster, it is on BMW's official website, Weibo and WeChat public account. No such news has been published on the previous page. Secondly, if this news is true, the fact that the chip shortage is further confirmed, and it cannot be alleviated in the short term. Finally, don't think that BMW is willing to be taken advantage of this time, because its cautious thinking is deeply hidden. Regarding this matter, the following are our views:
1. From the fare repurchase policy, see BMW’s careful thoughts
First of all, let’s make sure that the news is true, otherwise we will continue. All the remarks and opinions below are meaningless. Maybe here, there are still many consumers who feel that BMW really suffered a dumb loss this time, but is this really the case? Of course not. After all, BMW has built cars for more than 100 years. I haven’t seen any big winds and waves, and I have to take another 10,000 steps to say that the purpose of car manufacturers is to buy cars, then make money, and build more cars. This is A virtuous and reasonable cycle. Car companies can allow themselves to earn less, or even no money, but they will never do business that loses money. This policy clearly reflects BMW's careful thinking.
Maybe when you see the fare repurchase, it will default to the original price repurchase, but their meanings are completely different. The original price refers to the retail price, that is, the price announced by the manufacturer when each car is launched, and the price varies according to the configuration. The fare refers to the price actually consumed by the user, that is, the amount shown on the invoice.
Everyone knows that, except for the new car that has just been listed, there is no discount. After three months or half a year, there will be a larger discount. The more expensive the car, the more discount the price will be. This is A normal scene. This is mainly because manufacturers have to continuously distribute goods to distributors.In order to reduce inventory as much as possible, dealers can only make cars flow quickly, and the easiest way is to preferential treatment. So there is a ridicule of "30% off leopard and 20% off tiger".
And consumers who know BMW know that BMW's preferential power is also very large. However, due to the shortage of chips, the price of BMW 3 Series second-hand cars has been very strong recently. According to our understanding, the current BMW 325Li for more than a year has lost up to 10%, that is to say, a BMW 325Li M with a guide price of 345,300 yuan Used cars in sports suits can be sold for 310,000 yuan. You must know that the highest discount for this car at the time can reach 30,400 yuan, which means that the fare at that time can also reach 310,000. I may hope that the lower the fare is, the better. After all, it is related to the amount of purchase tax and insurance. Therefore, the store will be required to invoice him at a low price (except for public accounts), so it is likely to be less than 300,000 yuan.
So in this respect, do you think BMW is making a loss-making business?
2. The price of chips has skyrocketed, and BMW’s methods are shrewd. Not technology, not capital, but chips. Because of the epidemic, the production capacity of chip factories has been greatly affected. Many car companies have adopted production cuts or halted production to survive this difficult period, and some car companies that want to complete their annual sales tasks can only choose Get chips at a price increase. Just look at the following news first to see how core car companies are lacking.
On September 10, 2021, the State Administration for Market Regulation issued an official announcement on "Administrative Penalties for Three Automobile Chip Distributors for Raising Prices". These three auto chip distributors sold some auto chips through substantial price increases, and sold chips with a purchase price of less than 10 yuan at a high price of more than 400 yuan, an increase of 40 times, which severely disrupted the market order and broke the balance of supply and demand.
September 14, 2021A number of auto company executives said that due to the Malaysian epidemic, the current black market price of Bosch ESP (Car Body Stability System) chips is 4000 yuan/piece, but under normal supply conditions, Bosch ESP chips only need 13 yuan/piece, which is more expensive than the black market. The normal price is nearly 300 times more expensive. It is understood that the black market price of Bosch ESP chips has continued to rise since August. At the beginning of August, the price was 1,500 yuan/unit, and in mid-August the price was 2,500 yuan/unit, while the current price is about 4,000 yuan/unit.
From these two reports, it can be seen that chips have become an important lifeblood restricting the development of car companies, and BMW’s policy is absolutely shrewd. First of all, although they are cars from a year and a half ago, they are not much different from the new models in terms of functional configuration, so the chips and many accessories can be used again. Secondly, this approach is also a good solution to the complaints of new order users. Finally, due to the shortage of chips, car companies are given a reason not to preferentially, or even to raise the car prices, and to ensure profits.
So comprehensively. Inside and out, BMW doesn't suffer.
3. Will users buy "used" new BMW cars?
To be honest, I can’t answer this question, even if I answer it, I can’t verify it. If you have this concern, I suggest that you can hold money and wait and see. You don’t have to buy a BMW, look at our own brand or other Luxury brands, maybe they are more suitable for you. But if you really don’t buy a BMW, then I think you can completely dispel this worry. As long as you buy a new car and enjoy the same warranty and service as a new car, it is not a problem whether it is a "second-hand" BMW.
Summary: The shortage of chips is an indisputable fact, but it also reflects the importance of mastering core technology from the side. Not to be controlled by others, not to engage in industry monopoly, this is the spirit and responsibility of a brand. At this point, BYD is a role model for all car companies.From self-developed chips to the three-electric system, and then to the shared e-platform 3.0, it not only shows strong research and development capabilities, but also benefits more consumers. I hope that more and more car companies like this. Are there any other brands with core technologies around you?
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