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110,000 yuan for a CRV, only 100,000 yuan for a Regal! Experts say: The "fixed price" of joint venture car companies is essentially a loss of pricing power.

Quick Technology 2025-03-26 10:43:29

Recently, domestic joint venture car companies have successively adopted a "one price" model, according to Tencent Auto. Consumers now visit 4S shops without having to bargain with salespeople as they did before; all 4S shops across the country have a "one price." In addition to improving the car-buying experience, this pricing model also has a clear competitive advantage.

For example, the Regal from SAIC-GM is available at a "fixed price" starting from 106,900 yuan, and the Cadillac XT5 is available at a限时 "fixed price" of 265,900 to 335,900 yuan.The Toyota锋兰达 is available at a "fixed price" of 89,800 yuan and above, the 威兰达 at a "fixed price" of 129,800 yuan and above; the Honda CR-V is available at a time-limited "fixed price" of 119,900 yuan and above, etc.

Tencent Auto has invited业内人士 and media, including Academic Secretary of the China Automobile Dealers Association Lang Xihong and CheFans analyst Sun Shaojun, to provide a detailed interpretation of the reasons for the emergence of the fixed-price model, its impact on boosting car sales for automakers, and how car owners should view this model.

Lang Xihong表示，“一口价”模式多用于临时促销，厂家直营销售或者在局部地区针对部分车型执行“一口价”。

However, it is difficult to become a long-term pricing model for all products, and the "fixed price" model may face compliance risks.Because a unified price across the network may涉嫌 price coordination. （注：原文中的“涉嫌”在英文中没有直接对应的词汇，此处用"suspected of"或"may be considered as"替代，但这样会改变原意。考虑到上下文，“unified price across the network may lead to price coordination”可能是更合适的表达）

Sun Shaojun holds that,The emergence of "fixed price" essentially indicates that joint venture automakers have lost their dominant position in market pricing.

As the penetration rate of new energy sources increases, consumers tend to compare the prices of new energy vehicles with those of fuel vehicles. Traditional fuel vehicles will be at a natural disadvantage in terms of pricing if they do not disclose actual transaction prices.

Therefore, traditional car manufacturers have had to compromise with new energy vehicle companies by introducing a "one-price" model, and they have had to follow behind Huawei's HarmonyOS, Li Auto, and even Xiaomi.

The impact of a fixed-price strategy on automaker sales also has multiple aspects. Lang Xihong pointed out,"Flat price" can be used for clearing inventory or time-limited discounts to attract consumers and reduce their price comparison cost.

On the other hand, the acceptance level of "fixed pricing" by dealers depends on the manufacturer's pricing. If the manufacturer's price is close to or even lower than the average transaction price, dealers are more favorable; if the "fixed price" is higher than the actual transaction price, it is difficult to boost terminal sales.

Thus, the "fixed price" should be reasonably set based on the actual transaction price, and it is more suitable for limited vehicle models and within a short time frame.

In addition, the emergence of the price-fixing model can stabilize the industry's pricing system, allowing automakers to enhance product competitiveness more through configuration upgrades and other means rather than continuous price cuts. This shift also helps to avoid the negative impact of price wars on used cars and the market, driving the industry into a stage of healthy competition.

11万买CRV、君威仅10万！专家：合资车企的“一口价” 本质是失去定价权

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110,000 yuan for a CRV, only 100,000 yuan for a Regal! Experts say: The "fixed price" of joint venture car companies is essentially a loss of pricing power.

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