After the price of parts has plummeted, Subaru's domestic production continues to be silent.

Abstract Subaru's downward adjustment of the price of parts and components, the promotion of distributors can not be ignored, and to attract buyers with more competitive after-sales prices, what is the real reason behind? Is it a precursor to its localization? Recently, Subaru announced that it will downgrade its nationwide...

Behind Subaru's downward adjustment of the price of its parts, the promotion of distributors cannot be ignored, and what is the real reason behind attracting buyers with more competitive after-sales prices? Is it a precursor to its localization?

Recently, Subaru announced that the price of parts and components of its models will be lowered nationwide. It is worth noting that the average price reduction is about 20%, and the price reduction of sheet metal parts is outstanding, with a maximum of 40%. Subaru said: "I hope to further improve the cost performance of its models, and thus win the love of more Chinese consumers."

This move has led to speculation that it is a precursor to its pace of localization. However, this reporter found in the interview that both the first-line dealers and manufacturers remain silent on the localization.

Big distributor
Previously, the industry was rumored that Lieutenant Subaru Automobile Sales Co., Ltd. (hereinafter referred to as Lieutenant Subaru) was the driving force behind the price cut.

"This is indeed driven by Lieutenant. In fact, we have communicated with manufacturers on the price reduction of parts and components many times since 2 years ago." The newspaper was confirmed by an anonymous person in the middle of Subaru.

Unlike most foreign manufacturers directly involved in the establishment of a sales company, Subaru implemented a regional distributor system in China. At the beginning, Subaru's parent company selected three regional distributors in China – Yimei China, Shanghai Anji and Lieutenant Subaru, respectively. China is responsible for South China, East China and Northern China.

These three distributors actually replaced the traditional sales companies. At present, among the six models sold by Subaru in China, except for the Outback, the other models are imported from Japan.

Among the above distributors, Zhonglu Subaru has the strongest strength. “Subaru has more than 110 dealers in China, and we have 78 affiliates, 65 of which are directly operated, while Shanghai and Guangdong (referring to Italy and China) The number of dealers adds up to less than 30."

It is reported that Lieutenant Subaru is a subsidiary of Huge Auto Trade Group Co., Ltd., which is listed as a company that operates Audi, Toyota, Volkswagen, and other auto brands, but the investment in Subaru is undoubtedly the biggest.

In the past 6 years, the company has established an imported car parts center library, customer service center, 24-hour national road emergency rescue center, training center for Subaru, and 500 vehicles for the first time in the automotive industry. Scooter.

Due to the wide coverage of the outlets and the sound after-sales system, Zhongluo Subaru's sales also accounted for the majority of the three distributors. In 2009, for example, the company sold 24,269 units, accounting for 69% of Subaru's sales in China.

These have given Lieutenant Subaru more voice.

However, the company also has its own headaches. Because Subaru relies on imports, the price of parts and components remains high, and buyers have long been complaining. Therefore, the company communicated with Subaru (China) about price reduction of parts two years ago. .

The real reason for price cuts
Although the insiders of Subaru said on the phone, "We expect that the amount of insurance in China will reach 100,000 in July. The price reduction of this part is to give back to consumers. The adjusted price of spare parts is closely following the price level of domestic B-class vehicles. "But he did not disclose the actual sales figures for the first five months."

Subaru announced at the beginning of the year that it is expected to sell 50,000 vehicles in China, while Lieutenant Subaru said it will sell 35,000 vehicles. According to insiders, Lieutenant Subaru sold about 15,000 vehicles in the first five months, with an average of 3,000 vehicles per month. If there are no accidents, it is not a big problem to complete the set goals.

But it cannot be ignored that the "spoiler" has come.

At present, Subaru's models sold in China are most popular among foresters, “occupying about half of the sales volume.” However, the recent listing of other models has made the market segment in which it is located more chaotic.

In fact, the number of competing models has increased, and the CR-V markup, which had previously increased its price by more than 10,000, has fallen back, and the impact of RVA4’s recall is also reduced by more than 10,000. The forester’s terminal price is still firm. “We don’t increase the price, nor cut the price.”

The above models are all made in China, so that the price of the foresters is more "smart", the maintenance price is high and it is an indisputable fact. Since the parts are imported, it has been reported that the owner has waited for more than three months for maintenance.

Not only that, because of the high price of parts and components, the cost of after-sales maintenance is relatively expensive. For this reason, some insurance companies have raised insurance fees, and even some companies have refused insurance.

As a result, Subaru said that the price cut is more to "reward consumers and improve satisfaction", but the purpose of increasing sales is self-evident.

Domestic or postponed
After the price cuts of the parts, the outside world speculated whether it was a precursor to Subaru's domestic production. Before the Subaru side made it clear that after the sales exceeded 50,000 units, it might be made domestically. In this regard, close people do not agree.

"At the current stage, Subaru has no need to choose domestically. Now the sales volume is good, and the price of parts and components has dropped. Why bother to choose the domestic production? Moreover, the cooperation with Guizhou Yunque Automobile has not been smooth."

The source alluded to the fact that in 1998, Fuji Heavy Industries and Japan Corporation and Singapore Chen Sing Co., Ltd. jointly established Guizhou Yunque Automobile Co., Ltd., and finally withdrew from the joint venture project in 2002 due to poor sales.

"In fact, in my opinion, the price reduction of Subaru parts does not mean to be made domestically, but to postpone domestic production. Many buyers who buy Subaru rushed the quality and reputation of their imported cars." This statement, Subaru (China) PR The ministry said that it needs to communicate with the superiors before answering, but it did not receive a reply until the deadline.

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