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2003年国产车的降价幅度和覆盖车型的广度都是前所未有的,汽车业界的洗牌也因此激烈起来。国产车绝大多数车型都被卷入了没完没了的价格战中,一年降价两次甚至更多次的车型占所有降价车型的16%。众多车型都忙着降价的时候,那些没降价的车反倒显得“鹤立鸡群”了。笔者数了数没降价的品牌,也就那么十几种,现代索纳塔、国产奥迪、广本雅阁、飞度、尼桑阳光、尼桑蓝鸟、马自达、福美来、悦达起亚普莱特、奇瑞旗云等。这些车没降价的原因,首先是性价比有优势,定价能够一次到位,有成功的长远战略考虑,如雅阁、马自达等;其次是产品产量相对较小,市场供不应求,没必要降价,如普莱特、福美来等;另外就是国产中高档车产能相对较小,国产奥迪有它的市场份额,能撑起这一价格空间。如此看来,没有降价的深层原因主要在于产品、技术、市场本身优势明显。对企业来说,自己的品牌能在一定时期不降价,说明对市场的预测、竞争的局面把握比较准确。同时这也表明企业对消费者的一种态度,如广州本田执行副总曾庆洪认为对新车价
2003 domestic car price cuts and coverage models are the breadth of the unprecedented, the car industry shuffle so intense. The vast majority of domestic cars have been involved in the endless price war, the price twice a year or more models accounted for 16% of all models. When many models are busy cutting prices, those who did not lower the price of the car instead appears “stand out”. A few did not cut the number of brands, it is then a dozen, the modern Sonata, domestic Audi, Hirotaka Accord, Fit, Nissan Sunshine, Nissan Bluebird, Mazda, the United States to the United States, Yueda Kiapulaite, Chery Cowin and so on. The reasons for these cars did not cut prices, the first is the cost advantages, pricing can be put in place, there are successful long-term strategic considerations, such as Accord, Mazda, etc .; followed by product yield is relatively small, the market demand, there is no need to cut prices, The United States to such as the United States; the other is the production of medium-and high-end car production capacity is relatively small, domestic Audi has its market share, to prop up the price space. In view of this, there is no underlying reason for the price reduction lies mainly in the obvious advantages of products, technologies and markets themselves. For enterprises, their brands can not cut prices in a certain period of time, indicating that the market is predicted and the competition situation is more accurate. At the same time it also shows that an attitude of business to consumers, such as Guangzhou Honda Executive Vice President Zeng Qinghong that the new car prices