Profit is fundamental! Horizontal comparison between Chinese and American cars of the same class-large cars

Since China's automobile market has surpassed the United States to become the largest single market in the world, major automobile brands have paid more and more attention to the performance of their products in the China market. In this context, some manufacturers began to increase their marketing efforts and launched a large number of products with "excellent configuration and fair price", while some manufacturers still lay on the previous credit book and adopted discriminatory marketing strategies of "low allocation and high price" for China consumers.

Then, in the China market, which brands have higher performance and price, and which brands have the problem of low distribution and high price? With these questions, gathering pace began to call "profit is fundamental!" The series "Horizontal Comparison of Cars of the Same Class between China and the United States" reveals to consumers the true attitudes of manufacturers in China market towards consumers in China with detailed data. I hope readers can read this article and see if their favorite target model is genuine.

This article is the seventh in a series, the horizontal comparison between luxury brands and large cars. The models of this comparison include (the shaded parts are the models of this comparison):

The price comparison method in this paper is shown in the following figure:

For example, a car A (with a displacement of 2.0L) is listed in the US market and China market at the same time, with a guide price of 30,000 US dollars and a price of 300,000 RMB in China market. So is the guide price of A car suitable in China market?

Let's assume that this car is imported (tariff 15%), and the price of this car is $34,500 after considering the tariff. Considering the consumption tax (the tax rate corresponding to 2.0L displacement is 5%, which is not high), the price of the whole vehicle becomes 36,300 USD. Considering the sales value-added tax (tax rate 13%), the vehicle price becomes USD 465,438+RMB 00,000. Finally, considering the exchange rate (according to 7), the actual price of this car after tax cost is 266,700 RMB. In the domestic market, the guide price of this car is 300,000 RMB, which shows that the merchants have gained an additional profit of 30,000 RMB by "raising the guide price".

Because there are many types of vehicles selected, in order to limit the space, the power system only compares the output power, and the price is expressed by the average price of similar power systems.

A.？ Audi

In terms of vehicle types, Audi has invested A8L in China and the US market, but the number of vehicles in China market is more than that in the US version. The penetration rate of four-wheel drive models in China and the United States is the same, and they are all standard.

In terms of power, the American version A8L adopts a 3.0T+8AT powertrain. 50TFSI models with "same displacement and low power" have appeared in the domestic market. The domestic 55TFSI model adopts the same power system as the American version.

In terms of price, the converted price of the American version of A8L is 866,000 yuan. Domestic version of 50TFSI model guide price 8? 3.8 ~ 972,000 yuan, 55TFSI type guide price104.2 ~1148,000 yuan. The guide price of domestic version A8L is much higher than that of American version. I have read the author's shop around? Readers of Audi A8L's comparison between China and the United States should know that the US version of the 55TFSI model is similar to the domestic version of the 55TFSI luxury model in internal configuration.

Overall, A8L? Although the power of the 50TFSI model is lower than that of the US version, the price is also lower than that of the US version. A8L？ 55TFSI power is the same as the US version, and the price is slightly higher than the US version, but the difference is still not big. The price of A8L is obviously inflated, but after the discount, it has basically achieved the "same price and the same price" between China and the United States.

B.？ German BMW Motor Works (Bavarian Motor Works)

In terms of models, the domestic version of BMW 7 Series is more than the American version. The American version 7 is an xDrive model, and only one 740i is provided for four-wheel drive and two-wheel drive (rear drive) models. The domestic version of the two-wheel drive model accounts for about half of the total number of models, and the low-priced 730Li and 740Li are mainly two-wheel drive models. Only the 740Li, 750Li and M760Li are equipped with four-wheel drive system.

In terms of power system, American version 7 series provides four powertrains: 3.0T+8AT(740i), 3.0T+8AT hybrid (745e), 4.4T+8AT(750i) and 6.6T+8AT(M760i). The domestic version 7 Series provides five powertrains: 2.0T+8AT(730Li), 3.0T+8AT(740Li), 2.0T+8AT hybrid (740Le), 4.4T+8AT(750Li) and 6.6T+8AT(M760Li). In terms of output power, the domestic versions of 730Li and 740Le belong to the models with reduced power. Generally speaking, most customers who can consume Series 7 are not very sensitive to the price and will not care about the 7% difference in consumption tax between 2.0T engines and 3.0T engines. BMW's two characteristic models with reduced power in China market make more targeted use of the characteristics of "China consumers don't care about power", reducing configuration and making profits.

In terms of price, the price range of the US version of the 7 Series is 894,000-2.39 million yuan, and the domestic version of the 7 Series is 828,000-2.43 million yuan. Specific to the model, the domestic 730Li model is 60,000 yuan lower than the US version of the 740i model; Model 740L, because there is an L in China, which is 40,000 ~ 270,000 yuan more expensive than the American version, is a typical "high price matching" behavior; The domestic 740Le model with 2.0T hybrid system is 80,000 yuan more expensive than the American 745e model with 3.0T hybrid system, which is also a typical "low allocation and high price" behavior. The most exaggerated is the 750i model. The domestic version and the American version use the same 4.4T engine, but the price is actually 430,000 yuan higher, which is an out-and-out "profiteering" product; Due to the high pricing, the domestic version of M760i is only 30,000 yuan higher than the US version, which is much more cost-effective than the 750i model.

C.？ run for it

In terms of models, the US S-Class offers two basic models, 450 and 550, and four-wheel drive models account for half of the total number of models; The domestic version of the S-Class provides four basic models: 320L, 350L, 450L and 500L, but only 450L of the power system is consistent with the US version, and the rest are simple power models. Four-wheel drive models only offer 450L? 4Matic and 500L? 4Matic models, four-wheel drive models configuration rate is significantly lower than the US version.

In terms of power system, the US version provides two powertrains: 3.0t+9AT(450 models) and 4.0t+9AT(550 models). The domestic version of S-Class provides four powertrains: 2.0T+9AT(320L), 3.0T+9AT(350L), 3.0T+9AT(450L) and 3.0T+9AT(500L). Among them, the 320L model is a small-displacement model, and the 2.0T engine can not only reduce the consumption tax from 12% to 5%, but also help reduce the pressure of carbon integration of manufacturers. The 350L model belongs to the simple matching behavior of "low power engine with the same displacement". Because the consumption tax of 3.0T engine is 12%, the consumption tax of S350L and S450L is the same. Mercedes-Benz added a low-power 350L model in China market, aiming at "selling the same model at a higher price". As for the domestic S500L model, because the consumption tax rate of 3.0T engine is lower than that of 4.0T engine 13%, the adoption of high-powered 3.0T engine by Mercedes-Benz in China market can be regarded as a reasonable adjustment of tax burden cost, but the cancellation of S550 model in China market is a pity for local consumers.

In terms of price, the price range of the US version of S-class is 943,000 yuan ~ 65,438+0.265 million yuan; The domestic version of S-class price range is 755,000 yuan ~10.607 million yuan. Specific to the model, S320L is equipped with a 2.0T engine, so the tax cost is low, and the pricing of 757,000 yuan is relatively reliable. The price of the 350L model equipped with "same displacement and low power" engine is 84. 1~92. 1 10,000 yuan, which is lower than the US version S450. The price range of S450L with the same 3.0T engine as the US version is103 ~110.6 million yuan, which is 90 ~10.4 million yuan higher than the US version of S450. The price of S500L model is the most exaggerated. The price of 1.6 million yuan is 240,000 yuan higher than that of S550 model with better configuration in the US version. From the premium point of view, the pricing of S-class low-profile models is more reliable, but the price of models with the same configuration as the US version has begun to "take off", and the pricing of the highest-profile S500L model is exaggerated, similar to the situation of BMW 750Li.

D.？ Lexus

In terms of models, the four-wheel drive models of the US version of ls account for half of the total models. The domestic version of LS is completely reduced with four-wheel drive models, and only two-wheel drive models are available.

In terms of power system, the US version of LS offers 500 and 500h models, with the total power of 3.5T+ 10AT and the total power of 3.5L+CVT light hybrid. LS domestic version provides 3.5L+ 10AT and 3.5L+CVT light hybrid powertrains. In terms of power output, the domestic version 350 is lower than the American version 500 100hp, and the 500h adopts the same hybrid system as the American version 500h. In my opinion, since the consumption tax rate of the 3.5L engine is the same, it is an out-and-out power matching behavior for Lexus to cancel the 3.5T engine in the domestic market. The 3.5L hybrid system is completely consistent with China and the United States.

In terms of price, the price range of the US version of LS is 9 1 ~ 1 10,000 yuan, and the price range of the domestic version of LS is 81~10.7 million yuan. Specific to the vehicle type, the price range of LS350 with simple power matching is 65,438+0 ~ 65,438+0 million yuan lower than that of the US version of LS500. Especially the domestic version of the LS350 luxury model, the pricing has been compared with the US version of the LS500? AWD type has little difference. Simple engine and castrated four-wheel drive system are basically the same in pricing, which is a typical "low price with the same price" behavior. The domestic version of LS500h is 65438+ 10,000 yuan lower than the US version of LS 500h, but the high-end executive version is 500 hours lower than the US version. The AWD model is still 6.5438+0.7 million yuan. Although the comfort configuration of the executive version is higher than that of the US version LS500h, the simple configuration of the four-wheel drive system still makes consumers who like high-end models feel a little sorry.

E.？ Full text summary:

E 1。 ? Simple power model

Through this comparison, according to the power distribution of luxury large cars, we can be divided into two situations: low-capacity low-power engines and low-power engines with the same displacement.

Low displacement and low power engine. Reducing automobile emissions can reduce automobile consumption tax rate and carbon emission point, which is a reasonable behavior to adapt to the China market. BMW 730Li, Mercedes-Benz S320L and S500L all belong to this kind of products. After the engine is reduced from 3.0T to 2.0T, the consumption tax rate can be reduced from 12% to 5%. Moreover, after the displacement is reduced, the output power of 730Li still reaches 265hp. Although there is no passion, it can meet the needs of various road conditions in China.

Low power engine with the same displacement. Consumption tax is levied according to the displacement, and it is the same regardless of the output power of the same displacement engine. With the same displacement engine, the higher the technical level, the higher the output power. A8L？ 50TFSI, S350L and LS350 all belong to this kind of products. The idea of launching these products is nothing more than "appropriately reducing the price of low-power models to open up sales" and "increasing the price of the same-power models to gain profits".

E2。 ? Model of inflated price

After more than ten years of continuous brainwashing, domestic consumers must feel "tall" when they see the brand of so-called foreign luxury cars, and feel that buying luxury cars can improve their taste and face. In fact, luxury cars are luxury goods, and it is understandable for businesses to obtain reasonable profits, but excessive profits will hurt the interests of consumers. Among the models compared this time, A8L? 55TFSI, 750Li, S500L and LS500h are all products that gain excess profits by raising the guide price. The actual product strength of these products is far from their pricing level, but they use consumers' love to set high prices, thus obtaining more lucrative profits. Most consumers who can afford large luxury cars are wealthy and smart elites. For a supplier, it is obvious what it means to increase the price of similar products by 30%. The author suggests that when buying a car, high-end consumers may wish to put aside the propaganda of manufacturers and choose products with relatively reasonable premium.

E3。 ? Genuine model

The so-called genuine products are products with the same configuration and price as the American version. Among the models compared this time, A8L? 55TFSI (after folding), 740? SDrive and M760Li models belong to this category. Yun Sheng suggested that consumers should give priority to this "genuine product" when purchasing.

Yun Sheng said that the car insisted on revealing the truth of the car market with hard-core data.

Want to know more articles, please pay attention to the author's official account of WeChat, "Yun Sheng said the car" or Baidu's "Shop around for a comprehensive comparison of XX models between China and the United States".

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.