Shulou(Shulou.com)11/24 Report--

Original title: "BMW, loosened the knife for cutting" leek "

Lao Wang, I am 30 years old and depressed about changing cars recently.

The reason is that when Lao Wang's wife saw that her colleagues had changed BMW, she suddenly felt that her speed was not "fragrant" and had to pin her hopes on Lao Wang, who had been with him for many years.

However, Lao Wang gave the nickname "Dou is cleaner than his face", so Lao Wang, who ordered his back, naturally became his wife's punching bag.

At this time, just as the BMW 1 series stopped production and the terminal price was greatly reduced, Lao Wang's wife's originally calm heart suddenly began to surge up like a dry well.

In the evening, Lao Wang and I sat at the barbecue stand by the side of the road. Wearing flip-flops, Lao Wang smacked the taste of kebabs and told me about the sorrow of middle-aged men.

After two beers, Lao Wang suddenly said to me, "it's not easy to stop production of the BMW 1-series."

In fact, judging from the sales performance of BMW and the attitude of consumers, the suspension of production of the BMW 1-series has long been expected.

Can you drive a BMW for 133900 yuan? Let's first clarify the history of the suspension of BMW 1-series production.

This is due to recent automotive media reports that the BMW 1-Series (chassis code F52) on sale in China has officially stopped production, and the last 1-Series sports sedan has been officially offline at the brilliance BMW Tiexi factory in Shenyang on July 27.

Subsequently, some media said that after the suspension of production of the BMW 1-series sports sedan, the brilliance BMW Tiexi factory in Shenyang will also dismantle the production line of the 1-series sports sedan and put into production other models in the future.

On BMW's official website, the price of the 1 series ranges from 208900 yuan to 249900 yuan.

After this news was released, it was shown on a certain automobile media that the local reference price of the car was only 133900 yuan to 169900 yuan, with a maximum discount of 80,000 yuan.

After hearing the news, Lao Wang and I immediately set off to the nearest 4S store, and as soon as we entered the door, we saw a BMW 1-Series quietly placed in the store.

However, unlike the previous definition of luxury, the car has now been labeled as a "special car".

"the original price of the 2.0T BMW 125i M flashlight sports version is 249900 yuan, but the price of the naked car is more than 170000 yuan after the discount." We know from the sales that although the discount is very strong, the 2.0T BMW 125i M Yaonight Sports version also needs to add 9000 yuan of insurance, 4500 yuan of comprehensive service charge, 8800 decoration package, and vehicle purchase tax, the overall landing price is still not cheap.

Then the sales said, "there is a lower price 1.5T 1 series in the warehouse, only one." It can be seen that the BMW 1-Series has indeed entered the inventory clearance stage.

Why the BMW 1 Series? Data show that the cumulative sales of the BMW 1-Series last year was 25351 vehicles, ranking 98th in the domestic car market, with an average of only more than 2000 vehicles per month.

By 2023, the cumulative sales of the BMW 1-Series is only 8860, with an average monthly sales of only more than 1000, ranking 97th in the domestic car market.

From the point of view of BMW's sales structure, the BMW 1-Series is really not enough.

After the summary of Lao Wang and me, the internal cause of BMW's 1-series shutdown is that it is too "bad", while the external cause is that the market competition is too fierce, and the 1-series does not grasp consumers.

When it comes to BMW, we are also familiar with words such as "sports", "manipulation" and "performance". In the BMW 1 Series, the vehicle has been changed to the front drive, the rear drive that BMW is proud of is completely invisible in this car, and it also uses a three-cylinder engine, which not only has the problem of jitter, but also has a relatively low value preservation rate.

So the question is, when the words such as low-cost triplex, jitter, low preservation rate, pioneer, A-class car and so on are integrated into one, it sells for more than 200,000 yuan just by affixing a BMW logo. How many da yuan zhong will pay?

Is this the real version of "he could have sold you a bid, but he gave you a car?"

Looking at the external reasons, it can be divided into two parts, one is the industry, the other is the consumer.

In terms of the industry, we all know that in the early years, China's automobile industry was still deserted, and most independent brands used foreign technology earlier, so for a long time, independent brands have been overwhelmed by Japanese cars, American cars and German cars, and the cognition of most consumers is still in a state of "foreign is good".

It was not until new energy vehicles became the main track in recent years that China's automobile industry reached its peak.

Japanese car giants began to frequently dismantle their own brands of new energy vehicles, and German car companies, which have long dominated the sales list, also began to "condescend" to cooperate with their own brands, and even buy Chinese car platforms.

Such a phenomenon of "inverting Tiangang" was almost unthinkable in the past.

The reason why new energy vehicles make China's automobile industry move to an unprecedented height is that it occupies the right time, geographical location and harmony of people.

In 2016, 178 parties around the world signed the Paris Agreement to make unified arrangements for global action to deal with climate change after 2020. Environmental protection has once again become the focus of all countries.

China has the most perfect new energy vehicle industry chain in the world, with everything from upstream to downstream.

China also has the largest group of car consumers in the world, as well as a radical transformation of traditional independent brands and dark horse-like new forces.

This means that consumers have more and more options, and manufacturers will become more and more inward. Especially in the face of new energy vehicles, the three major pieces of traditional fuel vehicles have long lost their meaning, and many luxury brands are faced with falling sales and are powerless, not to mention the BMW 1-Series, which has been criticized for its product strength.

Finally, consumers' awareness of car purchase is changing. Who is the main force in the automobile consumer market now?

The answer is young people.

More and more car companies pay more attention to being younger when designing models, and it has become the consensus of car companies that "those who are young win the world". Earlier, the China Automobile Circulation Association jointly released the "Insight report on the consumption behavior of New Energy and fuel vehicle users", which also shows that young people pay more attention to new energy vehicles.

Especially in the price range of about 200000 yuan, is it to buy a B-class new energy car with intelligence, sense of technology, low travel cost, stronger acceleration, stronger braking function, and stronger handling? or buy a BMW 1-Series with three-cylinder engine, front drive and positioning A-class sedan?

In fact, the above is also the key for Lao Wang to persuade his wife to give up the BMW 1-Series.

Chinese are saying "No" to "fake luxury cars". I believe most people have a luxury car dream, including Lao Wang's wife.

In China, people who buy BBA can be roughly divided into the following categories:

Rich people, businessmen with successful careers, young and promising young people, the second generation of rich people who follow the trend.

In fact, in addition to these kinds of consumers, there is another kind of consumers, that is, Lao Wang's wife, who also wants to drive a luxury car, but is short of money, simply to satisfy vanity. In order to satisfy this part of consumers, entry-level luxury cars came into being, and the BMW 1-Series is one of them.

But will the purchase of the BMW 1-Series really bring the so-called face-saving, or will it be regarded as "swollen face and fat face"?

If you don't believe it, you will know that "people who drive luxury cars are not necessarily tycoons" if you go to the BBA group.

Because today's luxury car threshold is already very low, cash-strapped people can buy entry-level, entry-level can not afford to buy second-hand, of course, three, four, five, six, seven or eight hands is not bad, but this kind of car owners, I am afraid it will be difficult to define as a tycoon.

After taking a closer look at the sales of the BBA in recent years, Lao Wang and I found that the entry-level models of the BBA, such as the Mercedes-Benz GLA, Audi Q2L and, of course, the discontinued BMW 1-Series, did not sell very well.

This just shows a phenomenon, that is, Chinese people have begun to say "No" to "pseudo-luxury cars".

With weak product power, coupled with luxury car logo, the behavior of harvesting users at such a high brand premium has become increasingly impracticable.

In this regard, Lao Wang said simply: "cut leeks."

At this point, it is easy to understand the suspension of BMW 1-series production.

Lao Wang is an alias in the article.

This article is from the official account of Wechat: automobile News Agency (ID:automobile-news), by Cheng Yu.

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.