差友们,汽车一口价又双叕来了,而且,这次来的有点猛。。

昨天早上,轩逸发布了全新轩逸真心版,并公布了一口价——8.98w。



他们还扬言东风日产从此一口价,轩逸经典 6.98w 起、逍客 9.98w 起,连当家产品天籁都一口价 12.78w 起。

这四款是目前东风日产卖得最好的车,其余车型除了奇骏都只有三位数的月销量,可以说日产有点拼了。

这要是撤回了,日产可以钉在耻辱柱上了



这可是第一个大规模搞一口价的传统品牌,影响不可谓不大。

以前这些传统品牌,基本都是上市先来个高高的新车指导价,然后扭扭捏捏不降价,消费者到了门店,销售则是百般劝说买他们的旧款便宜库存。

等库存清得差不多了,然后才开始逐步降价,就这,每家门店降价幅度还不一样呢。

跟他们一拉一扯,消费者就跟奇迹行者一样在当地各家 4S 兜兜转转,动辄十几公里的路途奔波,买个车大好周末就没了,身心俱疲。



随着新能源崛起,当你这边指导价 12 万的轩逸还要废三寸不烂之舌谈到 8 万的时候,不好意思,国产新能源不墨迹,只要 “798”。

在这种情况下,合资车的销量一落千丈,即使去年他们也推出了各种 “油比电低”、“698”。但是在差人一等的配置 + 复杂的销售模式等各种 debuff 下,还是打不过新能源。



终于,他们绷不住了,开始采取休克疗法。

去年 9 月上汽大众率先提出一口价,7.99 万的途岳新锐刷新了价格新低。你别说,还真管用,上市首月就获得了 2 万张订单。

紧接着就是一连串的一口价,什么 26.59 万的凯迪拉克 XT5、16.99万的昂科威,都十分显著地提振了销量,昂科威更是直接从吊车尾挤进了中型车销量榜前十。



既然 “一口价” 这招那么好用,春节过后,广汽丰田、北京现代也纷纷跟进,现在日产更是直接全系一口价,看样子是要把整个销售面貌换过来。

但是,我们观察到网上还有不少声称轩逸可以落地价可以干到 6 字头,比现在的一口价更加便宜???



带着疑问,脖子哥跑了一趟日产的 4S 店,也问了几位车企的销售一口价的执行情况。

直接上结论,一口价是真的,但是里面嘛,总是能变通的。

我们之前写过不少次 4S 的困境,里面盘过经销商们的经营模式,详细的大家可以再点进去看看(传送门),我们这里长话短说:

4S 卖车的利润=卖车的差价+车企返点+银行返点。

车企的返点很好理解,车企每个月、每个季度、每年都会给经销商定一个销量目标,完成了就能返钱。

银行返点则是办理贷款业务就能返钱,这也是为什么销售给你猛推贷款买车的原因。

而第三个就是卖车的差价,比如一台售价 30 万的车,进货价是 20 万,那经销商就能赚 10 万。http://share.mimhm.com/f9i/detail/p8s
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在以前,经销商为了提高竞争力,会自行降价给消费者优惠,甚至有时候为了拿到车企的返点,亏本都会冲销量。

但推行一口价就相当于车企直接大幅下调售价,并且不给经销商自行调价的空间,最主要的差价部分就被限制住了。



在这之后消费者还能不能跟 4S 谈优惠呢?

那就要看车企官方的监管力度了。

就比如虽然是新能源车企,但大部分都是经销商模式的 byd,它管得就比较松。

迪子的小 A 告诉脖子哥,虽然迪子单车利润不高,但是当销售目标达标之后,从各处获得的返点加上固定利润平摊到每台车上能有小几千块。

所以,在需要冲量的时候,4S 店会估算自己的利润,将这部分钱让利给消费者,厂家睁只眼闭只眼就过去了。

隔壁的 “浴皇大帝” 则又不一样,运营小木认为凯迪拉克这次非常坚决,经销商只要不按照一口价卖车被举报了,直接罚款 10 万。



不过,上述的监管都只是围绕 “一口价” 的裸车价来讨论的,实际上,在保险、上牌费、购车税等额外费用仍然存在空间。

“只要你能谈,门店能多送你几次保养,一次小保养上千块,相当于优惠了。当然,这得看门店的具体情况。” 凯迪拉克的小木说。

昨天脖子哥也是专门去了一趟日产 4S 店,问了问轩逸经典舒适版的价格,也就是 6.98w 的那款,咱来说说啥体验。

是的,698连收音机都没有。



首先,最明显的就是整个谈价的流程非常的爽快,政策上线第一天销售明显已经有了充足的培训,上来就自信的说:“我们都是一口价。”

6.98 万的报价确实也没什么好说的,但是到了算落地价的时候,就得多留个心眼。

在首付 2 成,并贷款 60 期的情况下,落地价来到了 78000 多,虽然不高,但也没有网上晒出来的那么低,保险和上牌等各种费用或许还有空间。

4000是优惠,78076.9是总价



而报价单旁边的选装件,价格更是超乎想象,就比如升级的 3980 元的 3M/龙膜,咱们汽车部一位在 4S 呆过的同事就透露,4S 店采购窗膜并不会选择品牌里最顶尖的型号,大部分进货价只有几百块。

“几千块在 4S 贴膜,是不是傻呀?”

当然,也不是一定要花钱,窗膜、脚垫、车机、雷达、保养都是可以争取的,谈,都可以谈。



剔除掉这些消费陷阱,总的来说,这次探店起码不用跟销售趴在桌子上拿纸拿笔埋头猛算,还有经典保留环节 “我去找经理申请一下”。。。

没了这些糟粕,“一口价” 的任务已经实现了一大半,毕竟它减轻了消费者前期大部分的选购成本,不用在各家 4S 店跑来跑去。至于保险上牌之类的,价格谈不下来自己也能想办法搞。

加上价格也回归到了合理的区间,难怪 “一口价” 们能够扭转颓势了。



现在随着东风日产大面积使用 “一口价”,要是能够挽回日产销量的颓势,那估计会有越来越多的传统车企加入进来。

小木也向我们透露,鉴于 XT5 的成功,CT5 等车型也可能会推出一口价。。

或许,我们要见证汽车销售市场的大变革咯。

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