“新老同堂”背后车企的冷思考

• 作 者: 裴腾
• 机 构: ABR,
• 出 处: 经营者(汽车商业评论)
• 发表日期: 2017年08期
• 关键词: 营销手段 改款 车型 经销商 Grand 汇率因素 布劳尔 道奇 日产 有车

一方面是为了保证经销商有充足的库存,另一方面则是为了让消费者适应新车较高的价格为了吸引“拣便宜”的消费者,同时保护市场份额和库存,现在很多车企在新款上市之后,仍会保证旧款车型的供应,“新老同堂”已经成为车企和经销商的一个重要营销手段。大众是最近一家采用该策略的车企。在今夏推出2018改款7座途观后,现款5座途观仍将以“Tiguan Limited”的版本出现在市面上,其可选配置较少,价格也更为便宜。

On the one hand is to ensure that dealers have sufficient inventory, on the other hand is to allow consumers to adapt to the higher prices of new cars in order to attract “picking cheap ” consumers, while protecting market share and inventory, and now many car prices After the new listing, will still guarantee the supply of older models, “old and new” has become a car and dealer an important marketing tool. Volkswagen is the latest car to adopt this strategy. After this summer’s launch of the 2018 Facelift 7 Taciturn, the cashback of 5 Tiguan will still appear on the market in the “Tiguan Limited” version, with fewer options and cheaper prices.