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Jiangling Motors Co., Ltd. recently announced that the National III Light Car Shunda will cut its price by 5,000 yuan. Jianghuai, Qingling, Guangzhou, Yangcheng and other light-car companies have also lowered the prices of some of the country's III models.
With the upgrading of emission standards and rising raw material prices, many light truck manufacturers have had to increase their product prices. In particular, after the replacement of the State II engine with the State III engine, the price of light trucks has generally risen sharply. Faced with price cuts by companies such as JMC, Jianghuai, Qingling and Guangzhou's Yangcheng, other light truck manufacturers are obviously feeling the pressure of competition.
Since last year, due to the rapid rise in raw material prices and labor costs, light-car companies have been repeatedly squeezing thin profit margins, and production and management are facing many difficulties. At the beginning of this year, the emission standard was upgraded from State II to State III. After July 1, National III Standard was fully implemented. To supply products that meet the State III emission standards to the market, light truck companies have invested in rebuilding the engine production line, and the high price was purchased by a very small number. Electronic control fuel injection devices controlled by foreign companies have seen a significant increase in production costs, and light truck prices have had to be adjusted upwards.
It is understood that after the State II light truck was upgraded to the State III, the price of Futian Ouma was raised by 15,000 yuan, Futian Aoling MRT increased by 22,000 yuan, and Jianghuai Shuai Ling increased by 17,000 yuan. Jiangling and Qingling products have the smallest price adjustments, and the price increases by around 8,000 yuan. Overall, the domestic light truck price has increased by 10,000 to 30,000 yuan. The average increase of high, medium and low-end models is more than 20%. The low-end models with the largest sales volume have risen as much as 50% or more. The sales of light trucks are very large. Impact.
In July of the full implementation of the National III emission standards, the domestic production and sales volume of commercial vehicles decreased significantly. Statistics from the China Association of Automobile Manufacturers show that commercial vehicles sold 177,600 vehicles in July this year, a decrease of 28.50% from June and a decrease of 3.35% from the same period of last year. According to statistics from the China Light Vehicles Joint Analysis Association, the light truck sales in July this year decreased significantly compared with June.
In light of the general rise in domestic light truck prices, prices of some models of light-car companies such as JMC, Qingling, Jianghuai, and other light-vehicle companies have moved against the trend and have not risen or dropped, which has broken the general increase in price of the National III light truck. Jiangling Shunda will lower the price of mid-to-low-end products by 7,000 yuan on its listing. After the full implementation of the national III standard in July, Shunda's price is further reduced by 5,000 yuan on the basis of the guide price; Jiangling Kaiyun extended models are also sold at the time of sale. 7,000 yuan discount. After the price reduction, the prices of these countries III light trucks are not much different from those of the National II light trucks.
In recent years, Futian, Jianghuai and other companies have launched high-end light trucks, such as Fukuda's Omar, Jianghuai's Shuai Ling II, etc., although there are still many gaps compared to the production of high-end products, Qingling, but changed the high-end light truck The market is exclusively owned by Qingling. It is understood that Jiangling Shunda light truck prices, so that the price of the National III model is close to the level of the National II product, so that the price of Jiangling Shunda III light truck is lower than the price of competitors' similar products.
Ye Mingxin, deputy general manager of Jiangling Corporation, said: “This strategy was decided by Jiangling last year. After implementing the national III standard, Jiangling made full use of its advantages in engine R&D and cost control, and made the price of China III products on the original basis. Decrease by 5,000 yuan. In the light truck field, JMC sales are not the largest. We hope to take advantage of this opportunity to increase market share."
It is understood that Jiangling Shunda light truck prices, the role of sales has obvious pull. In July, the sales volume of Shunda light truck series exceeded 1600 vehicles, an increase of 116% over the same period of last year.
At the same time, some light trucks of JAC and Qingling also took corresponding measures. Liu Yong, Marketing Strategy Department of JAC Light Card Marketing Company, told the reporter: “In the high-end products of JAC, the price of Shuai Linguo III light truck has not changed much. After the emission upgrade, the production cost increases, and the price of Shuai Ling light truck increases accordingly. Because many users The State III light trucks are still in a wait-and-see period. In order to encourage users to purchase State III cars, Jianghuai has adopted preferential measures in the form of oil delivery and delivery services for the State III models, valued at a few thousand dollars.â€
The reporter then contacted Zhong Shengyang, Vice Minister of Sales of Qingling. He did not respond to Qingling's price. The company’s money manager who is responsible for sales in the Beijing area directly denies the news of Qingling’s price cuts. However, it is understood that in response to Jiangling and Jianghuai part of the product price reduction, Qingling promised to buy some light truck customers can get a gift package worth 8,000 yuan.
Industry analysts said that the Jiangling, Jianghuai, Qingling and other enterprises in the country's price reduction will form a larger competitive advantage. However, Yeh Ming-hsin believes that whether the price reduction can achieve the desired effect depends on the implementation of the national environmental protection policy. If strictly implemented, the competitive advantage of price cuts will appear, otherwise the domestic light trucks will once again fall into the unfair competition situation.
According to statistics, in July this year, the domestic State III light trucks sold about 7,000 vehicles, of which Jianghuai Motor Co., Ltd. sold 2,000 vehicles, and most of the manufacturers of State III light trucks did not sell satisfactorily.
For the future trend of the State III light truck price, Liu Yong believes that the price of the State III light truck depends on the volume production capacity of the State III engine, especially the bargaining power of the high pressure common rail system. Judging from the current sales volume, the price of China III light trucks will not drop again in the short term.