Background: In the last issue, we visited the market situation faced by second-hand car dealers under Beijing’s new lottery policy. Some were happy and others were sad. Recently, we visited several Beijing 4S stores to see what impact Beijing’s new car lottery policy will have on the new car market. Today Brother Da will talk to the front-line sales staff of the Mercedes-Benz 4S store about the changes in the first-line luxury brands after the introduction of the New Deal. Oral narration: Xiao?

Organization: Answer brother?

Picture: Internet

What impact will the new lottery policy have on the new car market?

At present, Beijing’s new lottery policy has a relatively large impact on the market. As far as I know, it has ushered in an explosive growth in recent times. The New Deal limits the number of indicators under an individual's name and favors families. It particularly emphasizes that only one indicator can be retained under an individual's name. If an individual has excess indicators, they can only be transferred to immediate family members. If there are no immediate relatives to transfer out, , after the vehicle is transferred or scrapped, the indicator will be invalid, so this group of people will choose to buy a new car to extend the service life of the indicator.

So now the new car market is affected by the New Deal, and there is a period of hot scene, especially for high-end brands. Consumers think more about buying a car in one step, so it also raises the level of consumers’ car purchases. , In addition, many customers’ second, third or fourth indicators will basically not be replaced in the future. High-end brands will undoubtedly maintain their value better, and whether it is for self-use or renting, they will maximize the benefits of their assets.

What impact will it have on your store’s sales?

Mercedes-Benz has always been recognized by consumers. In this wave of blowout, the growth rate of our store is relatively obvious and relatively large. big. Take our store as an example. We sold more than 200 units in November. As of the 17th in December, we had already reached the 200 units last month. I sold 11 units. The most popular models were GLC and E-Class. .

What is the current inventory situation?

There are basically no cars available, and the current situation is that the stocks are sold out. The inventory of hot-selling models such as C-Class, E-Class, and GLC is 0?. The inventory of other models is basically very small, just one or two, and even the inventory of imported models is relatively small. Customers are basically anxious to buy second-hand cars. Models that they had not considered before are now basically acceptable as long as they are current cars.

What is the impact on price?

Other brands don’t know much about it. Our sales have been rising this year and our sales tasks have been basically completed. Our car supply will not be sufficient at the end of the year. Catching up with the introduction of the New Deal, another wave of stimulus Sales are booming, so due to existing car inventory issues, the prices of some of our models have been recovered, mainly in terms of cash discounts. For example, there used to be a cash preferential policy of 10,000 yuan to 30,000 yuan based on the guide price, but now it is basically gone. Then there are basically no other preferential policies for hot-selling models. We will also guide customers to make more financial car purchases, such as loans, to increase bicycle profits, but we will not require customers to compulsorily add decoration and insurance.

Which car sells best?

Customers generally choose Mercedes-Benz’s best-selling main models, such as Mercedes-Benz’s A-Class, C-Class, E-Class, and others. GLC. The reason is that we still value the issue of high cost performance and high value retention rate in the later period. Of course, affected by the New Deal, there is not much time left for customers to choose, so some customers have to choose other models because they do not have existing cars. For example, I have a customer who has always been interested in the Mercedes-Benz C. He has come to see it many times. However, after the new policy came down, the C-class cars were no longer available, and the customer couldn't wait any longer, so he had no choice but to buy a GLA.

What is the situation with futures bookings?

Because the car indicators have nothing to do with the car itself, consumers can also accept futures bookings when there are no existing cars. This has led to Bookings for futures have also increased significantly.

What impact will it have on customers who replace their cars with new ones?

The new lottery policy has greatly increased the number of replacement customers, and customers are basically anxious to purchase second-hand cars so that they can free up quotas to buy new cars. Therefore, this has also led to a large fluctuation in the price of second-hand car replacements, and consumption There is little room for negotiation.

What impact will it have on the subsequent market next year?

As a front-line salesperson, I personally feel that this is just a temporary heat, and it will cool down relatively quickly. Due to the implementation of the policy, car sales have been overdrawn in advance, and purchasing power is expected to drop significantly next year. After the policy gust has passed, car dealers will have to readjust their status to face 2021.

This article is an interview record of a dealer’s sales, and does not represent Dada’s views and stance on car buying.

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.