Chapter 1633 [Between roll quality and roll price, it chooses to roll up]

Fang Hong clearly remembered that in his last life, BBA announced a price increase after a price war. The most outspoken one was BMW, which really dared to increase prices. In the end, he found that Mercedes-Benz and Audi did not follow suit.

Bao Bao found out that he was the one who made the thunder, but he was very angry.

But more importantly, after the price increase, it was discovered that consumers really didn't want to buy it, which completely put BMW in trouble.

You know, in Fang Hong's previous life, Xingyu Technology and Tongtai Max were not like this, but in this life, BMW still dares to give it a try. It is really a rhythm of trying and dying.

BBA, which started the price war in the first place, suddenly announced that it would withdraw from the price war. In the final analysis, in the four or five months since the price war began last year, the hope of ensuring quantity with price was shattered, and sales did not decrease due to the sharp drop in price. There is improvement.

A very important factor is that the high-end market and the mainstream mass market are being hunted by Xingyu Technology and Tongtai Automobile at the same time, and they are unable to resist.

Tongtai Max came out in December last year. After receiving the renewal rights, the price can reach more than 180,000. It made millions of orders during the two days of the first weekend, which completely destroyed BBA.

Traditional luxury brands such as BBA have previously been involved in this protracted price war in order to compete for market share. However, with the entry of Tongtai Max, the intensity of automobile competition in the Greater China market has rapidly intensified.

The long-term price war not only compresses the profit margin of BBA brand, but also puts huge pressure on store operations.

According to multiple media reports, some BBA stores have suffered serious losses since the price war began, and their operating conditions are very worrying.

What’s more serious is that the price war has caused irreversible damage to the BBA brand image. The joke “If you don’t work hard, you can only drive BBA” is popular on the Internet, which explains a serious blow to the value of these luxury brands.

The current image of BBA in the minds of consumers has changed from "noble, luxurious and high-end" to "discount, promotion and cheap". This is undoubtedly a great erosion of brand value.

The pain of BBA's price war has brought a heavy blow to store losses and brand value.

This is also the reason why BBA Bengbu Village wants to withdraw from the price war.

Now many consumers have benchmarked BBA with Tongtai Max. In other words, in the eyes of consumers, BAA is no longer worthy of benchmarking with Xingyu Technology, which is even more difficult for BBA to accept.

But this is the fact. The order quantity of Tontai Max has now skyrocketed to 1.6 million units. Everyone would rather wait in line for the delivery of Tontai Max than buy the reduced-price BBA. The delivery deadline has been scheduled to the second half of 2022.

Because Tongtai Automobile Group has also announced that it will provide after-sales upgrade services for Tongtai Max like Xingyu Technology. This has dispelled the worries of waiting parties and choose to buy early and enjoy it. Anyway, when new technology is available, just upgrade it.

Traditional luxury car brands like BBA have been beaten steadily and are unable to resist. To put it bluntly, their products are still not competitive.

The industry that Xiao Dezi is proud of, and Industry 4.0 that was once promoted, has almost been reduced to 0.4. This is the current situation.

…

In the next few days, news in the automotive field almost dominated the hot news. It was really lively. Rebus had just announced that it would join a new car-making force, and Apple announced that it would withdraw from the car-making plan. Then BBA announced its withdrawal. price war.

These news are usually the front page headlines of the current issue. Now they are all gathered together, which shows how lively it is. It also reflects from the side how fierce the competition in the automotive field is in the current Greater China market, and it is explosive. All over.

The next day, Mercedes-Benz sales staff told the media that they had also received news of a price increase.

A salesperson at Audi's Pengcheng store told reporters that tomorrow is the last day for the current quotation, and the price will be re-quoted after that, and it is expected to increase by about 20,000 yuan.

In response to the news of price increase, BBA salesmen are currently using it as a means to stimulate sales. Many salespeople immediately sent messages to intended customers saying that BMW has increased its price and we will also increase our price soon. Preferably within this week.

…

Friday, February 5th.

In the morning, Fang Hong was reading a news report. As soon as he saw it, he immediately gave an order to his subordinates to make the news popular.

"I think the 4S aspects of some cars need to be rectified. Buying a car was originally a joyful thing, but now it has become a mess. It is useless for me to complain to the manufacturer. It takes too much energy to defend my rights every day, and I even feel that I have to pay for it. The car has become far away.” At this moment, in the short news video that Fang Hong was watching, a citizen interviewed by the reporter described his experience.

As the delivery date of the car approached recently, he was told by the BMW 4S store that the new car would not be delivered on time.

In fact, the "difficulty in delivering the car" he encountered was not an isolated case. Just after BBA announced that it would withdraw from the price war and BMW took the lead in raising prices for its entire series of products, when he picked up the car, he was suddenly asked to increase the price by 30,000, and these cars were increasing in price. For those who had placed orders before the price, 4S locations in many places were unable to deliver cars on time or refused to deliver cars, and the popularity of related topics continued to soar.

Soon after, the news quickly hit the hot search list, and was on the hot list during the following two weekends.

BBA was dumbfounded. It was like a house leaking and raining all night. It ushered in another public relations crisis.

After the incident became a hot search, they tried to reduce the heat, but it was useless because the mainstream social media platforms in China such as Weibo, Douyin, and WeChat are all star systems.

No matter how much money they spend, it won’t work. The stars are so poor that they only have money left. Moreover, this is the instruction of Fang Hong, the giant behind the scenes. Not only can the heat not be reduced, but it must continue to rise.

At this moment, countless netizens are watching and discussing.

[Additional price? 20,000 to 40,000? What a mess! Bao Ma is going to heaven! ]

[This is really outrageous! Consumers have already ordered the car, and have been waiting for half a year. Finally, the day to pick up the car came, but when they went to the 4S store to ask, the salesperson asked for more money! When asked the reason, there were all kinds of reasons, such as suspension of production, failure to pass the approval, and so on! ]

[What era is it now, who still buys BBA? ]

[Okay, okay, between the quality and the price, Bao Ma chose to roll up the blanket, right? Happy! ]

[The explanation of the store bullying customers is vivid. ]

[Raise the price a little more, don't look down on people (Shiba Inu.jpg)]

[Haha, what about the so-called spirit of contract? I think it is the spirit of breaking the contract. ]

[If they lose another 30% of customers, they will not be far from exiting the Greater China market. They really have to choose between the quality and the price. ]

[The increase is good, the increase is clever, and the price increase of 200,000 is not excessive. I support Bao Ma's fierce price increase. ]

[The more the price is increased, the better it sells. Bao Ma still thinks that the people in China are still the leeks of ten years ago? Cut them at will? Laughing to death! ]

[Tongtai Max: I was also confused and didn’t know why. He suddenly came in front of me and stabbed himself a few times, and asked me if I was afraid...]

[Haha, BBA is now not worthy of competing with Xingyu Technology’s NUAR four major car series? ]

[Really not worthy, there is no need for the big brother to come out, the little brother Tongtai Max will beat them all together. ]

[As a person who enjoys watching the fun, I have to sigh with emotion. The times are changing so fast. BBA, which was synonymous with luxury cars when I was a child, has now fallen to this point. The myth created for a hundred years was shattered in just one year. ]

…