Since the beginning of this year, the COVID-19 epidemic has been compounded by multiple factors such as the chip shortage, and my country's automobile industry has "experienced a cold". In April, automobile sales fell by as much as 47.6% year-on-year.

Since the beginning of this year, the COVID-19 epidemic has been combined with multiple factors such as the chip shortage, and my country’s automobile industry has experienced a “cooling”. In April, automobile sales fell by as much as 47.6% year-on-year. Faced with the task of promoting stable growth in consumption, on May 31, the State Council issued the " Package of Policy Measures to Solidly Stabilize the Economy", which includes "stabilizing the increase in bulk consumption of automobiles, home appliances, etc." and relaxing car purchase restrictions. , a phased reduction of 60 billion yuan in purchase tax on some passenger cars.

So far, the policy of phased reduction of part of the purchase tax has been implemented for more than a month. Data released by the State Administration of Taxation show that in the first month of the implementation of the new policy, a total of 7.1 billion yuan in vehicle purchase taxes were reduced across the country, benefiting a total of 1.097 million vehicles. In June, my country's automobile industry sold 2.447 million vehicles, a month-on-month increase of 34.4% and a year-on-year increase of 20.9%, ushering in a small climax of the recovery of the automobile market this year.

Skoda sales volume and unit price have increased.

On the basis of national subsidies, provinces, cities, districts, and even automobile companies have introduced corresponding subsidies and preferential policies to stimulate automobile consumption and restore the vitality of the automobile industry. For example, SAIC-Volkswagen Skoda offers enhanced car purchase discounts. Consumers can enjoy full purchase tax exemption when purchasing its SUV products. There is also a three-year 20% off value-preserving buyback covering all its models, as well as easy car purchase finance benefits starting from 20% down payment. Let consumers enjoy the benefits brought by "tax cuts and fee reductions".

The follow-up subsidy and promotion policy also allowed car companies to quickly see results, with sales and unit price per customer increasing. Gao Jie, general manager of Shaanxi Shengfang Skoda 4S store, said in an interview with the media: The store only took half a month in June to complete the total sales volume from April to May, which has greatly boosted the morale of the entire 4S store. . The preferential policies have also changed the car models that consumers pay attention to. Previously, compact or small cars such as Octavia PRO, Korok , Korok , etc. attracted more attention. However, after the purchase tax is exempted, the models launched on June 18 The attention of the new Kodiak has been significantly increased. Although its price is higher, the discounts it can enjoy are also larger.

Gao Jie, general manager of Shaanxi Shengfang Skoda 4S store

Skoda brand sales in June increased by 74% year-on-year and 0.5% month-on-month, laying a good foundation for continued brand growth in the second half of the year. At the same time, the introduction of preferential policies has also made more wait-and-see consumers start to take action. Cui Dongshu, secretary-general of the Passenger Car Association, predicts that the automobile market will increase sales by 2 million units this year due to the implementation of promotional policies, which will push the annual domestic automobile retail sales to 21 million units, and more than 10 million passenger cars can enjoy policy discounts.

Excellent quality and excellent service

The survey shows that although the implementation of the subsidy policy has caused more consumers to start planning to buy cars, the quality of the vehicle is still the biggest factor that impresses consumers. The focus includes the aesthetic appearance of the exterior design, the texture of the interior, Driving experience, these product capabilities can be experienced in the moment, and the product value retention rate has also been repeatedly asked by car buyers.

In this regard, Skoda has launched a 3-year 20% off value-preserving buyback plan covering all its models, which has really impressed consumers. SAIC Volkswagen Co., Ltd. Executive Deputy General Manager of Sales and Marketing and General Manager of Shanghai SAIC Volkswagen Sales Co., Ltd. Yu Jingmin introduced: "The reason why Skoda dares to make a 20% discount repurchase commitment for three years is because Skoda is no matter in terms of styling. , technology platform, quality brought about by manufacturing and design, as well as innovation in business models, all have been systematically considered. For example, the new Kodiak, which has just been launched, has product capabilities that can stand the test of time. , high-standard materials, and full detailed design provide a strong guarantee for 80% of the residual value of after 3 years.”

In addition, consumers are also more interested in various loan methods and after-sales services.Under the epidemic, faced with short-term difficulties, consumers can also choose to purchase a car with a down payment of 30% and an interest-free loan of up to 2 years; or a loan with no down payment and a maximum of 5 years to purchase a car; for after-sales, Skoda has also launched a series of Preferential packages, such as buy three get one free maintenance services, make the maintenance cost of 4S stores basically the same as that of auto repair shops, guaranteeing the original factory warranty, and effectively improving the value retention rate of the car after purchase.

In order to seek longer-term growth, the government has once again increased its efforts to promote automobile consumption. On July 7, 17 departments including the Ministry of Commerce jointly issued the "Notice on Several Measures to Energize Automobile Circulation and Expand Automobile Consumption", proposing 12 policies and measures covering second-hand car transactions, car purchase finance and other aspects, with an effort to stabilize the increase in automobile sales. Consumption. However, under the epidemic, the money in the hands of consumers has become more "valuable". If brands want to effectively improve their sales performance, they must rely on excellent product quality and high-quality services.