60 billion purchase tax reduction: the car market has not yet reached the carnival, and 4S stores are the first to "raise prices"

On June 1, the favorable policy of "reducing the purchase tax of some passenger cars by 60 billion yuan" was officially implemented. In the afternoon of the same day, a 4S store in the northern region of a joint venture brand held an emergency regular meeting. The focus of the meeting was on how to seize the This "60 billion subsidy".

Affected by the epidemic, the auto market is sluggish, and in the face of this policy, 4S stores are naturally prepared.

On May 31, the Ministry of Finance and the Taxation Bureau of the People's Republic of China issued an announcement stating that the purchase date is between June 1, 2022 and December 31, 2022 and the price of bicycles (excluding VAT) does not exceed 300,000 yuan. For passenger cars with a displacement of 1 liters and below, the vehicle purchase tax will be halved, and the purchase tax of some passenger cars will be reduced by 60 billion yuan in stages.

This undoubtedly gave the sluggish auto market a shot in the arm.Cui Dongshu, Secretary-General of the Passenger Car Association ,predictedthat the implementation of many new policies such as purchase tax incentives, through 7 months of efforts to promote consumption, is expected to promote the domestic retail sales of passenger vehicles to reach 21 million units throughout the year, with an estimated increment of 2 million units. about.

In the past 4 months, the market share of joint venture brands has been declining one after another, and no one wants to miss this good opportunity to promote sales.

According to Wang Wan, a salesperson of the 4S store, this regular meeting lasted until 8 pm, which was the longest meeting since he joined the company for three years.At the meeting, everyone discussed issues such as whether to reduce the discount margin of the models sold in the store, how much the discount margin should be reduced, setting the sales target for June, and the distribution of commissions for selling cars, etc., and finally formed a new sales plan.

"The final discussion result of the regular meeting is that more than 80% of the sales staff and SA (service consultants) agreed to reduce the preferential margin of the models sold in the store." Wang Wan told Future Auto Daily that although the preferential strength has been reduced, the superimposed purchase tax has been reduced by half. According to the policy, consumers can still get discounts for car purchases. "Compared with before (the policy of halving the purchase tax), consumers will spend 1,000-2,000 yuan less on car purchases."

Future Auto Daily visited many 4S stores of Mercedes-Benz, jeep, Great Wall, Geely, Honda, Toyota and other brands and learned that not only the 4S store where Wang Wan works has tightened its preferential policies, compared with April and May, At present, the preferential margins of models on sale in most markets have shrunk, and the shrinking part has naturally fallen into the pockets of dealers.

The policy honey originally prepared for consumers has now been first tasted by dealers.

The last carnival of fuel cars?

"I saved more than 7,000 yuan in purchase tax!" Benefiting from the half-cut purchase tax policy that has already been implemented, Chen Xi couldn't hide his excitement.

At the beginning of May, Chen Xi planned to buy a car. After choosing the model he liked, he paid a deposit of 10,000 yuan."At that time, there were no cars in the store. The dealer's policy was to pay 10,000 yuan to place an order first, and then the factory arranged production in early June. It is expected to be delivered in mid-June." At that time, Chen Xi did not expect that it was this waiting period. The time when he was born gave him the opportunity to enjoy the dividend of halving the purchase tax.

"On May 23, I heard that the government is going to reduce the purchase tax. At that time, I communicated with the sales. If the policy of reducing the purchase tax after the car arrives at the store has not been implemented, you can temporarily store the car in the store and wait for the policy. After the official landing, the vehicle will be handed over.”

What Chen Xi did not expect was that the speed of the policy implementation was much faster than the speed of vehicle production.After the introduction of the specific rules, Chen Xi calculated that if there was no policy of halving the purchase tax, he would need to pay the purchase tax of about 14,000 yuan, but now, he only needs to pay half.

There is no doubt that the purchase tax halving policy allows consumers to enjoy the benefits of real money."Currently, consumers' purchasing power is slightly insufficient, and the purchase tax is the bulk of the car purchase expenditure. The policy of halving the purchase tax can directly benefit consumers and promote the release of suppressed purchasing power. At the same time, because the higher the unit price of the vehicle, the higher the purchase tax is. , which is also equivalent to indirectly promoting consumption upgrades." Cui Dongshu believes.

The regional sales manager of an automobile group calculated an account. In 2021, the average price of fuel vehicles sold by the group will be about 170,000 yuan, and the corresponding purchase tax will be about 14,500 yuan. If the purchase tax is reduced by 50%, the average price of each fuel vehicle The car can be reduced by about 7,000 yuan.According to the government's estimated total amount of 60 billion yuan, more than 8 million fuel vehicles will benefit from the second half of the year.

According to data from the Passenger Federation, in April, affected by the epidemic, the sales of Geely, Changan, FAW-Volkswagen and Dongfeng Nissan all halved year-on-year.In order to restore the lost performance, mainstream car companies have planned promotional activities for the purchase tax reduction policy, eager to set off a wave of car purchases in the second half of the year.

According to incomplete statistics from Future Auto Daily, car companies such as Geely, Great Wall, Changan, SAIC Volkswagen and FAW Toyota have introduced a 100% purchase tax reduction policy for their hot-selling models; Jietu, Chery, FAW Bestune and other car companies simply A policy of 100% purchase tax reduction and exemption has been introduced for all its models.

Thanks to the dual efforts of the country and car companies, 4S stores are the first to perceive this sales warmth.A salesperson from a Guangzhou Automobile Honda 4S store in Beijing told Future Auto Daily that since the Dragon Boat Festival holiday, the number of passengers has increased significantly compared to usual."August-December is expected to be the peak sales season for the auto market."

A consumer who is interested in buying a car told Future Auto Daily that the halving of the purchase tax will be the last favorable policy for fuel vehicles. Owners who want to buy fuel vehicles must seize this opportunity."Next year , the purchase tax exemption policy for newenergyvehicles will also be cancelled. New energy vehicles are a major trend. In the future, the policy to promote consumption will definitely be aimed at new energy vehicles." The above-mentioned prospective car owners analyzed.

4S store "sitting on the ground and starting price"?

In the face of huge discounts of 60 billion yuan, dealers have long been one step ahead of car owners and grabbed dividends.

"The Teana that I liked at the beginning of May still has a discount of 32,000 yuan. I was about to start a scheduled sale two days ago and suddenly told me that I could only get a discount of 25,000 yuan." According to the sales statement, this is the company's regular quarterly adjustment, but the surface Zhao Hui was a little overwhelmed by the sudden price adjustment by the dealer.Unwilling, Zhao Hui asked several other 4S stores of the brand and found that the dealers seemed to have negotiated, and the discounts for the models he intended to buy were between 24,000 and 26,000 yuan.

Zhao Hui told Future Auto Daily that according to the policy of halving the purchase tax, he can enjoy a purchase tax reduction of about 10,000 yuan for the purchase of Teana.But now with the shrinking of terminal discounts, Zhao Hui has to spend an extra 7,000 yuan on car purchases."It only saved 3,000 yuan, and the remaining money was undoubtedly earned by the dealer." Zhao Hui was a little resentful.

Zhao Hui's experience is not an exception. Since June 2, many netizens have complained on social platforms, and some 4S stores have raised prices by half due to the purchase tax."The purchase tax has been reduced, the price of the car has risen, laughing, and 4S stores can't afford it?" "The policy of halving the purchase tax feels lonely."

A survey by Future Auto Daily found that a number of brand 4S stores in Beijing have narrowed the discount margins for models on sale.4S stores of brands such as Honda, Toyota, Great Wall, Geely and Mercedes-Benz have reduced their price discounts by 3,000-7,000 yuan.

However, a salesperson explained to Future Auto Daily, "The end of the month is the impulse stage of 4S stores, so the discount at the end of May is relatively large. Now it is the beginning of June, and the impulse pressure is not large, so the discount has been reduced. It is expected that the discount will be at the end of June. It will be higher.”

In the face of the phenomenon of temporary adjustment of the discount amount in 4S stores, some staff members of the Consumers Association said that car pricing is a market behavior of enterprises, and it is difficult to determine whether it is reasonable.Consumers have the right to choose when buying a car, and can choose to spend at the store with the best price.

The "Measures for the Administration of Automobile Sales" issued by the Ministry of Commerce clearly stipulates that: dealers should expressly sell the price of automobiles, accessories and other related products and the charging standards for various services in the business place in an appropriate form, and may not sell at a price increase or charge extra. cost.

However, the above-mentioned 4S stores' adjustment of the preferential margin is not subject to legal constraints."Usually the signed price of a 4S store is lower than the manufacturer's guide price, and the 4S store will adjust the discount according to the inventory in the store, the sales volume of the current month or the current quarter. From this point of view, (narrowing the discount amount) is neither reasonable nor unreasonable. Said." The market leader of a joint venture car company told Future Auto Daily.

Behind the seemingly "sitting on the ground and starting price", it actually reflects that 4S stores are struggling to survive.According to VIA of the "China Auto Dealer Inventory Warning Index Survey" released by the China Automobile Dealers Association, in May 2022, the inventory warning index of Chinese auto dealers was 56.8%, an increase of 3.9 percentage points year-on-year and a month-on-month decrease of 9.6 percentage points. Above the line of prosperity.

Among the 85 cities surveyed, dealers in 28 cities closed their stores for more than a week due to the epidemic prevention and control policy. 70% of dealers said that the decline in passenger traffic was less than 50%, and 30% exceeded 50%.This has resulted in a decrease in dealer income, an increase in financial expenses, and increased pressure on operating costs.The general manager of a 4S store of a luxury brand said that during the closure of the store during the epidemic, the 4S store lost at least 500,000 yuan a day.

"In addition to introducing policies that benefit consumers, I also hope that the government and enterprises will pay more attention to the survival of 4S stores," said the manager.