Car Prices Slashed? Are the "Japanese Big Three" Still Strong?
Jun 21, 2024EV Shopping Guide focuses on new energy vehicle information and shopping guide.
Traditionally, we often discussed the market performance of the "Japanese Big Three," especially at the beginning of the month when sales data is released, we would publish an article to compare who is better. But in the past two years, the market performance and attention of the "Japanese Big Three" have been declining day by day.
As the penetration rate of new energy vehicles continues to break new highs, the competition in the car market has become extremely fierce. The main models of Japanese cars are still traditional hybrid and fuel vehicles, which have limited attractiveness to consumers. To break through, they can only rely on price reductions. Coinciding with the 618 promotion, in order to boost the terminal, Japanese car brands also launched a "big discount" promotion.
Tianjin FAW Toyota has two entry-level models for limited-time promotion, with prices that you can't imagine! The Corolla was once a popular choice for a 100,000-yuan sedan, now with a limited-time comprehensive discount of 43,000 yuan, starting from 79,800 yuan; the price of the Corolla Rui Fang has also fallen to less than 100,000 yuan, with a limited-time discount of 30,000 yuan, starting at 99,800 yuan! There are also replacement subsidies, 0 down payment financial loans, etc., the price is even more attractive. Of course, this is a limited promotion from June 15th to June 18th, and it will not be available after the time. And the promoted Corolla is the three-cylinder version, not the popular version. In fact, since the beginning of 2024, the discount for the Corolla has been around 30,000 yuan, and it has recently increased. The hybrid version of the Corolla has a discount of more than 40,000 yuan, with a starting price of less than 90,000 yuan, and there is still a replacement subsidy, the price is still very powerful.
Guangzhou Toyota also offers big discounts for two popular cars - Highlander and Camry. The new Camry dual-engine discount is 25,000 yuan, with a replacement subsidy of 5,000 yuan, starting from 149,800 yuan; the 2023 Highlander includes a discount of 40,000 yuan, with a replacement subsidy of 11,000 yuan, and the discounted price starts from 217,800 yuan.
Guangzhou Honda also released discounts during the 618 period, from June 18th to June 28th, the ZR-V Zhi Zai fuel car, with a guide price starting from 159,900 yuan, has a limited-time direct drop of more than 60,000 yuan, with a discount to less than 100,000 yuan, starting from 99,800 yuan, with a limited quantity of 618 units nationwide. Replacement can also have corresponding replacement subsidies, and the replacement subsidy varies from several thousand yuan depending on the dealer's regulations.
Nissan's discount started earlier, and the price of the classic Xuan Yi has reached a "historical low." The terminal price of the Comfort Edition, which was originally priced at 108,600 yuan, is now less than 70,000 yuan. During the 618 limited-time activity, the new Xuan Yi Yue Xiang Edition is only 99,800 yuan, and the official guide price is 129,900 yuan, with a discount of 30,000 yuan. Recently, there was news that Dongfeng Nissan will work for Lan Tu. The reason is that Lan Tu will launch a new pure electric SUV - Lan Tu Zhi Yin this year, which will be produced in the Dongfeng Nissan Yunfeng Factory, and this factory is the production base for Dongfeng Nissan's pure electric car ARIYA Aiyue. However, according to insiders from Dongfeng, Dongfeng Nissan actually rents the factory to produce its own models, and Lan Tu also adopts a similar model. This is not the first round of price reduction for Japanese brands. In April, the terminal discount for Guangben Accord was up to 60,000 yuan, and the entry-level bare car was less than 120,000 yuan; in May, Dongfeng Honda CR-V will enjoy the latest limited-time preferential policy, with a maximum of 25,000 yuan replacement subsidy for the old and new exchange, including a maximum of 15,000 yuan factory subsidy from Dongfeng Honda, and can enjoy 2 years of 60,000 kilometers of factory extended warranty and other policies, setting a historical low price. Let the old car owners who spent nearly 200,000 yuan to buy CR-V, a sigh. In the same month, Mazda 3 Angke Saila 2.0L automatic gear started at 89,900 yuan, and there were multiple discount subsidies. Toyota RAV4 Rongfang terminal discount of 40,000 yuan, and a maximum of 18,000 yuan replacement subsidy... However, even if the price "dived," it did not appear as busy as imagined, and the overall vehicle sales were still average. According to the latest data released by the Passenger Car Association, the retail share of Japanese brands in May was 14.8%, a year-on-year decline of 3.2%. Compared with the 57.6% retail share of domestic brands, there is a big gap. The decline in sales is not the most terrible, and the decline in reputation is the fatal blow. At the beginning of June this year, Toyota, Honda, Mazda and other five Japanese car companies were exposed for "violating test regulations and submitting false data," involving a total of 38 models and more than 5 million vehicles. Subsequently, the official apologized for the matter and announced the suspension of production of the involved models. Although the "fraud storm" is not related to the models sold in China, it will inevitably affect the reputation. In fact, not only Japanese cars, but Volkswagen and other first-line joint venture brands are also facing great growth pressure in China, with a significant year-on-year decline in sales. Passenger Car Association data show that from January to May 2024, the retail sales of mainstream joint venture brands were 2.457 million vehicles, a year-on-year decline of 10.1%, and the market penetration rate fell to 43.9%. Recently, many friends have asked if now is the best time to buy a fuel car. To be honest, I don't know. It is suggested that everyone be patient and pay more attention to the official "limited-time discounts," and rush in a timely manner within the acceptable range.
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