Shenzhen BMW 4S store.
As the price reduction controversy continues to simmer, more and more prospective car owners come to offline stores to inquire about the latest base price.
“I have seen the BMW 320Li Fashion model many times. The last quotation was 356,000. Li Shuo, please give me an accurate figure. If it is suitable, I can give you a deposit now.”
"Do you want a loan?"
Li Shuo asked with his signature smile.
He made the right bet.
Fortunately, I was not in a hurry to leave my job two days ago. Now as the price war between car companies has begun, "face-conscious" car owners are flocking to the 4S stores of Mercedes-Benz, BMW and Audi.
This kind of people do not pursue performance, but only care about whether the car brand is loud enough.
"Full payment."
"For full payment, we currently offer a 30% discount, the guide price is 349,900, after discount it is 245,000, purchase tax 22,000, insurance 12,000, licensing 2,000, decoration 10,000 , the total is 291,000, Brother Zhang, do you think this offer is suitable?”
"What about the loan?"
"For the loan, we can give you a 33% discount, and then tax, insurance, licensing, and decoration are all included. The total purchase price is 267,000. Do you think it's okay?"< br>
After Li Shuogang finished speaking, he added: "Brother Zhang, why don't you apply for a loan? Now that the Longguo currency is depreciating and inflation is happening, people who buy houses and cars can borrow as long as they can, and the money will be in the future." It’s worthless, do you understand what I mean?”
“It seems to make sense.”
Brother Zhang nodded slightly.
Since the U.S. dollar has raised interest rates, some unscrupulous self-media have been reporting every day that money will be worthless in the future. It is recommended that if people apply for loans, the longer the term, the better, to resist inflation.
They also gave an example, that is, before the big money release in 2008, if you had applied for a 30-year mortgage at that time, assuming that you had to repay 1,200 yuan per month, according to the current salary level, many ordinary families could afford it. Affordable.
But what these unscrupulous media will not tell the public is that in response to the financial crisis in 2008, the country not only released a large amount of money, but also launched a "relief for work" plan. The overall economy is on an upward trend. of.
However, the U.S. dollar has raised interest rates, and global U.S. dollars have returned to the United States. Hot money in the market has decreased. Except for the United States, the economies of other countries in the world are in a state of deflation. Coupled with the reduction of infrastructure projects and the weakening of the land economy, even if the country Even if you want to release the water, there is no suitable opportunity to release it.
Furthermore, anyone who has studied finance knows that it is impossible for the state to send money directly to everyone's bank card account. It can only lend money to the underlying banks and let them lend money, so that there will be more money on the market. .
In 2008, infrastructure construction was in full swing, and money flowed into the social operating system through real estate.
There is an essential difference between the 2008 economic crisis and the economic deflation caused by today's US dollar interest rate hikes.
"267,000 is still too expensive. You can give me a few more points, and 250,000 is all-inclusive. Do you think it's okay? If so, I'll place a deposit."
"250,000?"< br>
Li Shuo looked troubled.
At this moment, he looked like a movie king, his eyes were full of hesitation, and his whole face expressed difficulties in interpretation. He was an old actor who would give a thumbs up to the movie king when he saw him.
"250,000 is not that price, brother, let's do this, I will go to the supervisor to apply for you and try to help you lower the price."
"Thank you, brother."
Brother Zhang smiled.
After finishing his words, Li Shuo got up and went to his office, closed the door, opened Douyin and started watching borderline videos.
1 video.
3 videos.
5 videos.
After a full 20 minutes passed, he put away his phone slowly, then came to the water dispenser, wet his index finger, and touched it on his forehead to pretend to be sweat beads.
When he returned to Brother Zhang, the first thing he did when he sat down was to let out a long sigh of relief, and then said:
"Our manager refuses to give up 250,000 yuan to his life or death. , But don’t worry, brother, I have already applied for 255,000 for you. This is the result of my best efforts. I don’t even get a commission when this car is sold.”
“255,000… "Brother Zhang glanced at Li Shuo. He also noticed the sweat on the latter's forehead. He was too embarrassed to refuse anymore. He nodded and said, "Okay, I'll order one."
"Here it is. Please, I will take you to go through the loan procedures." Li Shuo was ecstatic, he got the three thousand yuan easily.
Perhaps many people don’t know that sales salary is mainly divided into three parts. One is the minimum salary, the other is performance commission, and the third is the rebate for loan processing.
Many salespeople don’t like to sell full-price cars because they can’t earn rebates.
The difference in income between a fully paid car and a loaned car is at least one to two thousand. If it is a luxury car, it can exceed ten thousand.
......
After helping Brother Zhang get the loan and signing the contract, Li Shuo received the next guest and used the same trick.
In less than two hours, he has already won 3 orders, with an estimated income of 11,000 yuan.
Why is it said that sales is the best job for ordinary people to transcend classes and change their destiny?
Very simple.
It does not require academic qualifications.
It does not require physical strength.
It only requires eloquence and brain power.
Throughout the development of human society to this day, mental workers often earn much more than manual workers, and sales positions have the characteristics of brain power and eloquence.
However, there is also a disadvantage to sales, which is that the income is unstable.
One hundred thousand yuan this month, maybe ten thousand yuan next month, or just the guaranteed salary of two to three thousand yuan next month.
Price reduction promotions have not only affected BMW’s 4S stores, but also the 4S stores of Mercedes-Benz, Audi, Cadillac, and Volvo have seen a wave of offline inquiries, with an endless stream of customers.
The lowest price lists for consultation were also posted to the Weibo platform.
BMW 320Li Fashion Model: 251,000.
BMW 730Li luxury model: 420,000.
Mercedes-Benz E300L sports model: 270,000.
Mercedes-Benz S400 standard version: 610,000.
Audi A4TFSI automatic: 247,000.
……
Volvo S60L Zhiyue Edition: 180,000.
Car prices have generally been slashed by half, making netizens excited again.
[xiaoxiaosasa]: "The BMW 730 only costs 420,000 yuan. When I went to see it, it cost more than 1.2 million yuan. This time it really changed!"
[Super Xiao Zhao]: "The old car owner is confused. He just spent almost 400,000 yuan to buy a BMW 320 the year before last. Now you tell me that you can buy it for 250,000 yuan. I really want to vomit blood!"
[风气动动]: "I don't I know cars, but I know the Mercedes-Benz S-Class. This is the special car of the boss of my company. I heard it cost more than one million, but now it only costs 610,000, and it is sold at a discount. Who the hell can afford it?”
No one expected that the car company would actually compare the actual selling price with the Pilot car without any tricks.
Perhaps it is because of feelings, or perhaps it is the dream of youth. Not only BBA has seen a rush to buy, but also Cadillac and Volvo have experienced huge sales.
In addition to ordinary cars, super sports cars have also seen price cuts to varying degrees.
The Ferrari 488, which originally cost 3.15 million, now only costs 2.05 million, and the Lamborghini 600 limited edition has also been reduced in price from 3.5 million to 2.1 million, a rate of more than 30%.
In the past, the limit for ordinary people was entry-level BBA. With the current price reduction, it is possible to open a luxury BBA with hard work.
Not only can you drive cars, but you can also touch sports cars, such as Porsche 718, Maserati and other "civilian sports cars".
While the Internet was making waves about car price cuts, Chen Xing had already signed contracts with car company CEOs such as Li Xiang, He Peng, and Li Bin.
Conference room.
Li Xiang took the initiative to step forward, shook hands and said, "Thank you very much, Mr. Chen, for giving me this opportunity. If you have anything to do in the future, feel free to contact me."
"You're welcome, just take what you need. ”
Chen Xing smiled lightly.
When He Peng, Li Bin and others saw this, they wanted to slap their thighs. Why were they not as clever as Li Xiang, and they were actually a step slower.
But they were not people to sit still and wait for death, they also expressed their stance.
"Mr. Chen's support for us will definitely not forget our roots. If we really make a difference in the future, Chen Xing, you will be our benefactor."
"That's right. Thank you Mr. Chen for your help!”
"Thank you, Mr. Chen!"
The bosses in the conference room spoke one after another. Chen Xing, who had also seen the world, calmly responded: "Everyone is welcome, and as I said just now, everyone takes what he wants. That's all, but if something happens in the future, I hope you can help me."
"That's natural."
"Chen. Just ask."
After a few polite remarks, Li Xiang, He Peng and others also packed up and checked the contract. With Chen Xing seeing them off, they got into the vehicle and left Longxing Group.
As soon as they left, Yao Nana, who was following Chen Xing, couldn't help but remind her: "Something happened, CEO. Those foreign car companies have started a price war. And the worst thing is that almost all of them can independently Countries that manufacture cars have increased their tariffs on Pilot cars. In France and Italy, the tariffs have reached over 120%!”
Chen Xing was in a meeting before, and she didn’t have time to inform Chen Xing of the situation.
Now that the person is gone, she reports the matter as soon as possible.
"The price war and the tariff war are a bit interesting." Chen Xing had expected it and was not particularly surprised.
If foreign car companies want to resist the reshuffle of Pilot Auto, they must adopt a low-price strategy. This is the only strategy that they can work with.
The reason is very simple. The materials used in Linghang 001 are really sufficient.
Whether it is tires, body, windshield, leather seats, smart driving system or battery life, they are all top-notch.
Linghang 001 could have been priced at more than 500,000, but in the end it was only priced at 209,000 and 299,000, which has completely blocked the road for friendly car companies.
With the same configuration, the manufacturing cost of a fuel vehicle is at least 500,000, and Chen Xing only prices half of it. Do they have any other options besides price reduction?
"Do we need to take any countermeasures? It feels like they are coming with force this time." Yao Nana asked again.
“No need.”
Chen Xing shook his head.
Before convening the pilot 001 launch conference, he carefully considered various counterattack strategies that rival car companies might adopt, and he also simulated corresponding countermeasures in his mind.
Facing the price war between rivals, Chen Xing knew very well that they would be best-selling for a few days because there were a large number of car owners who were buying for the brand.
These people don't care about performance, they only care about the superiority of the brand. It's just like buying luxury goods. With the same quality and different labels, people are willing to spend 10 times more to buy Hermès or Chanel.
But!
The market will eventually calm down!
Because cars are different from Hermès and Chanel, they have different audience groups and different pursuits.
Men's thinking is more logical. Whether they are doing things or purchasing goods, they like to use rational thinking to think about problems.
For example, when configuring a computer, men will carefully compare various configurations such as graphics cards, motherboards, power supplies, and CPUs, and ultimately place an order in the most cost-effective way.
Women are more emotional. They don’t care whether the product is subject to IQ tax. They only need to know that the product can bring emotional value.
This is why bags priced at RMB 20,000 to RMB 30,000 are highly sought after by women, but no man will spend tens of thousands of RMB to buy so-called luxury underwear.
Reducing prices and starting a price war? The configurations of Pilot cars are full and the prices have dropped to freezing point. Chen Xing has predicted that within three days, market users will gradually regain their rationality and make the most correct choice.
"But I heard that many BBA's 4S stores are out of order. Do we really have nothing to do?" Yao Nana asked again.
"No need, let the bullets fly for a while." Chen Xing's face was calm, and his words were filled with inexplicable confidence.
Yao Nana didn't understand the game involved, but now that Chen Xing had spoken, she could only comply with Chen Xing's wishes and not take any countermeasures.
"By the way, there is one more thing." Yao Nana thought of Masik again, looked at Chen Xing and said: "Tesla's Model S is going to hold a press conference, and it will be tomorrow night."
< br>"Finally I couldn't hold it any longer." Chen Xing paused for a moment, then said with a smile: "Just in time, let me see what kind of ultimate move Ma Si Ke has been holding back, and if he can try it with us."< br>
……
The next day.
The sun is shining brightly and the spring breeze is blowing.
As Chen Xing expected, only one day passed, and the number of car owners paying for the brand dropped sharply.
At the BMW 4S store in Shenzhen, the crowded scene yesterday disappeared. After half a day, only more than 60 people came into the store to look at the car.
Although 60 people is a lot, compared to yesterday's full capacity, the traffic has dropped by at least 80%, or even more, which is not a good sign for sales.
A dozen salesmen, divided into 60 people, even if there is a 50% chance of buying a car, they will sell 2 to 3 cars at most.
Li Shuo, who was the top seller, signed another deal, but he was not happy at all, because he was not the only one to realize that the BMW Group was now eating off its own aura, and no one was willing to pay for it. If the brand pays the bill, there will be a situation like the past few days where no one cares.
“Perhaps it’s time to resign.”
Li Shuo thought to himself.
Yesterday he sold 10 cars, and the profit alone was more than 20,000. He thought that his ability was no problem, and the problem was with the BMW Group.
Except for this sales leader, some salesmen vaguely sensed something was wrong, and the number of users who came to view cars offline simply dropped off a cliff.
This is a bit like the novelty. After it passes, people will stop coming.
Not only BMW, but other car companies have experienced similar situations.
Obviously it was overcrowded yesterday, but today the traffic to the store has dropped off a cliff, which already illustrates the problem.
By the afternoon, the number of customers arriving at the store was even lower, and the dealer reported it immediately.
After the Longguo District executives of Mercedes-Benz, BMW, Audi and other foreign-funded car companies learned of the situation, they quickly held an internal group meeting and had people send emails to inform the headquarters.
The situation they are facing now is similar to taking Viagra. It has no effect after just one night, and the price reduction strategy may not work.
Han Xionghua, president of Longguo District of Mercedes-Benz Group, couldn’t help but slap the table and angrily said: “Longxing Group, Kunpeng Company and Xiaomi Company are not here to sell cars, but to seize the market, and that Chen Xing, by setting the price so low, it is clear that he wants to kill his friends!"
"Is there anything you can do?"
He glanced at the conference room.
The executives who caught his gaze lowered their heads silently. The materials used in the pilot car were too strong and the price was extremely low. They could not think of any other countermeasures.
"Is there no one who can provide advice?" Han Xionghua's tone was filled with warmth and anger.
As the spokesperson of the Mercedes-Benz Group in the Dragon Kingdom, he can be said to be inferior to one person and above ten thousand people. If the Mercedes-Benz Group in the Dragon Kingdom collapses, his rights will disappear.
Those who have tasted the taste of power are like dogs who have eaten shit and will never forget it.
"How about continuing to lower prices?"
Some people were timid and said.
“In addition to price reduction, is there anything else?” Han Xionghua did not adopt it.
They have already reduced the price by 30%, and the price of luxury models has been reduced by 40%. If they reduce it again, they will be rushing to get half the discount.
The words fell and no one responded.
You can’t compare to the configuration. Is there any other way besides lowering the price?
Obviously.
The Mercedes-Benz Group is gone!
Unless the S-class is sold as cabbage, but in that case, one unit will lose millions, which they cannot accept.
Seeing that no one answered, Han Xionghua scolded Chen Xing in his heart again: "With that configuration, if I don't know how to raise the price, it will really drive us all to a dead end. Chen Xing is such a damn troublemaker. Disgusting!”
The price is low and the configuration is high. This is simply impossible to deal with, unless a new energy vehicle with a lower price and higher configuration than the Pilot 001 is produced, but the technical barriers here are too high, and they have no confidence in making it.
……
At nightfall.
It started to drizzle in the deep city.
The arrival of spring also means the arrival of the rainy season. Eastern Guangdong Province is famous for its abundant rain and mosquitoes.
Chen Xing made a cup of coffee and sat in his office leisurely watching the display screen in front of him. The launch of Tesla Model S had already begun. At this time, the number of viewers in the live broadcast room was as high as 1 million, all of whom were eating melons. Netizens, fellow businessmen, and bloggers in the automotive industry.
Linghang 001 has made a good start. What kind of surprises will it bring to Tesla Model S, which is behind the curve?
Chen Xing watched with this question, and so did everyone else.
As the lights of the press conference went out, the spotlight hit the backstage entrance of the press conference. Masik, wearing a black suit with a stern face, walked quickly to the podium.
“Welcome to the Tesla Model S launch conference, I am Masik.”
Masik said hello.
Perhaps in order to take care of viewers who do not understand English, the live broadcast room has special simultaneous translation so that they can watch the live broadcast without any barriers.
“Tonight, I will bring you a series of technological innovations.”
“Now we turn our attention to the LED screen behind me. A new electric model was launched in the Chinese market, called Tesla Model S. "
"This model has achieved unprecedented breakthroughs in battery life, performance and design. It is equipped with more advanced lithium battery technology and has a longer range. Reaching 900 kilometers. "
"At the same time, we have also upgraded the automatic driving system, using more intelligent algorithms and sensors to achieve automatic driving in visual perception mode, which is closer to us than lidar. The way humans drive.”
When talking about this, Masik came to the side of the podium, glanced at the LED screen and said: “Let us use a video to understand the advancement of visual perception. ."
The words just fell.
A 3-minute video was broadcast.
The Tesla in the video shuttles freely on urban roads, and has also learned human driving habits such as cutting in and rushing out of the way.
In the second half of the video, the video also compares the Pilot 001, highlighting the rigidity of the Pilot car.
Because it is L3 level driverless technology, Chen Xing’s requirement for engineers is that they must not violate road traffic laws.
Because he often drives, he knows very well that cutting into traffic and fighting for the road won’t save much time.
In this regard, the technical team of Longxing Group has also conducted tests. One Pilot 001 strictly abides by traffic laws, while the other is required to reach the destination at the fastest speed. The process can selectively violate traffic laws. Law.
On the same 300-kilometer journey, Pilot 001, which complied with the traffic law, was only 15 minutes slower than the one that did not comply. The difference was not big.
Because of this, Chen Xing does not intend to let pilot car owners take risks. If they are really in a hurry, they can drive it themselves.
“Not to mention, Tesla’s visual perception does seem to be much more advanced than the Laser Scanning of Pilot Car!”
“Not necessarily, brother, their laser scanning can scan the dark. The environment, or the environment where the line of sight is blocked, isn’t it just as invisible as the human eye?” Autonomous driving technology.”
“Tesla is still awesome, no wonder it can survive abroad.”
The audience in the live broadcast room said something to each other, discussing whether visual perception or lidar scanning is better.
Masik, who was at the press conference, quickly said after playing the video: "We don't want users to drive a dull vehicle, because its existence may affect other people. "Driving."
Every word is very obvious, he is connoting that the driverless technology of Pilot 001 may become the third aunt on the road.
Everyone who has driven on a highway has basically encountered a situation where two or three vehicles occupy the entire road and drive side by side.
Driving side by side, with the speed strictly controlled at about 60 per hour, these cars are called the aunts of the road. People want to bump into them to see what kind of monster is driving them. This is also the most annoying driving habit of car owners.
Masik can use this point to criticize, obviously he has done enough homework.
However, it is not over yet, he continued: "Our high-voltage platform will significantly reduce the use of silicon carbide, and at the same time, the permanent magnet motor will completely get rid of the dependence on rare earth materials. They not only maintain energy efficiency, but also reduce manufacturing costs." Cost, you can look forward to the final price.”
After saying this, Chen Xing smelled something unusual, but he was not too touched and took a sip of coffee and continued watching.
Masik also kept talking about the advantages of Tesla Model S, and from time to time compared it with Praetor 001.
Integrated die-casting, Tesla has it.
Tesla has a body strength of 2000 MPa.
Michelin tires, Tesla has them.
Tesla is also equipped with an 800-volt high-voltage platform.
But in terms of acceleration from 0 to 0-100km/h, Masik did not dare to drive Linghang 001 for comparison. Instead, he looked for fuel vehicles such as Mercedes-Benz, BMW and Audi, because its time was only 3 seconds, which was much slower than Linghang 001. 0.19 seconds.
Close points, contrast.
Different points, comparison.
Lagging points, avoid them.
Masik has redefined what it means to be "way ahead" and set an example for other car company CEOs. Even Rebus, who was far away in the imperial capital, couldn't help but marvel when he saw the press conference:< br>
“I thought my Thunder Style Contrast Method was a rip-off, but I didn’t expect that Ma Style was so far ahead that it was even worse than me!”
After two hours of selective “way ahead”, Ma neighed. Katsuya pressed the remote control and said: "We will announce the price below, and everyone can take a guess first."
The words fell.
The audience cheered.
“300,000!”
“320,000!”
“299,000!”
“200,000!”
Because of the example of Pilot 001, the audience did not guess the price too high.
If it were a fuel vehicle in the past, they would definitely guess more than 500,000, or even 700,000.
But there is someone in front of me, like a magic needle that fixes the sea, completely locking the price of new energy vehicles.
“Maybe we can guess a little lower, forget it, let’s just announce it.”
The next second.
LED screen price appears.
Tesla Model S standard version: 170,000.
Tesla Model S Extreme Edition: 199,000. (End of this chapter)