·The new car guide price is the same as the virtual reserve price model.

As the demand for Chinese consumers to purchase cars has increased, cars have begun to enter the homes of ordinary people. In the eyes of some citizens who have requirements for travel, cars have even become a rigid demand. At the same time, in the face of the enthusiasm of consumers to buy a car, when the car companies launched new cars, they began to fight the price war on the guide price, attracting the attention of car buyers with a low price strategy. However, the Beijing Business Daily reporter found in the investigation that these low-priced models have hidden traps. When consumers purchase this model, they are often required to force some installations, and the actual transaction price is higher than the attractive guidance price. According to industry insiders, this practice of attracting consumers' attention with low guidance prices and then compulsory tying of various configurations has been common in recent years. The low-cost strategy of the manufacturer is just a marketing gimmick, which harms the interests of consumers.
Forced to install and configure the new car guide price is the same as the fake "Ming Ming new car guide price of 339,800 yuan, but was told to add 20,000 yuan when I bought the car, I don't need the configuration, I feel like being fooled." Lincoln car advocates telling the story of the previous car purchase At the time, there was still some anger.
Mr. Zhang has always wanted to change a luxury SUV. After learning that the Lincoln brand returned to the Chinese market last year, he did not hesitate to include Lincoln MKC in the scope of purchase. However, when it purchased the MKC exclusive version of the lowest model, it was informed by the sales staff that the car had been equipped with two configurations of panoramic sunroof and navigation. It must add 20,000 yuan to the new car guide price of 339,800 yuan. "At the time, I felt a bit puzzling. I bought a new car and I need to pay for the configuration that I don't need." Mr. Zhang said that although he was unwilling to "toss", he added 20,000 yuan to buy the car. The new car, which adds and increases the price, has already had a distrust of the Lincoln brand.
In fact, there are not a few consumers who have the same experience as Mr. Zhang. The Beijing Business Daily reporter learned that the current Lincoln MKC model is divided into three models, priced at 339,800 yuan, 397,800 yuan and 438,800 yuan. In a Lincoln 4S store in Beijing, when the Beijing Business Daily reporter proposed to buy the MKC exclusive version with a price of 339,800 yuan, the salesperson said that the model must be equipped with a panoramic sunroof and navigation value of 20,000 yuan. The actual price is 359,800 yuan.
The salesperson also specially stated: "Lincoln's models are sold by way of import. The configuration of 20,000 yuan is not installed in our store, but assembled in the United States."
It is understood that Lincoln MKC enjoys the price increase situation, which has existed since the Lincoln brand was launched in the domestic market last year. According to 4S shop sales staff, the panoramic sunroof is one of the selling points of the Lincoln model, so adding this configuration can give consumers a better experience. However, some Lincoln owners reported to the Beijing Business Daily reporter that it is unfair for Lincoln to force consumers to “experience”.
In fact, not only MKC, Lincoln's other MKZ sedan has the same price increase. Different from MKC, the MKZ minimum model with a price of 315,800 yuan can be purchased without any configuration. However, the salesperson said that the car is less likely to be reserved, and the scheduled period is about two months. The Ziya version with a price of 349,800 yuan and the glory version of 390,800 yuan are sold in the car, but the Zunya version is the same. Need to add configuration. It is understood that the configuration is a panoramic sunroof and rear airbag seat belt with a value of 16600 yuan, which is also installed at the factory. Therefore, the actual price of the model is 366,400 yuan, only 29,400 yuan lower than the top model. .
In the interview, a car owner who bought the top model of Lincoln MKZ told the Beijing Business Daily: "The price increase of Lincoln's new car is like a trap. I originally only wanted to buy a medium-sized model. As a result, I saw the actual price and the price of the top model. Almost the same, and finally chose the top."
Optional accessories plus film luxury car price "falsification" has become more and more important Although some luxury brands entry-level low-profile models offer close to the people, but many consumers go to the 4S shop to buy the lowest configuration models, often can not buy. The Porsche Macan is the first to introduce mandatory optional accessories in entry-level luxury cars. As a new entry-level SUV model launched by Porsche, Porsche Macan's minimum price of 558,000 yuan is more intimate than the Cayenne, and it has attracted the attention of many consumers. However, it is almost impossible for consumers to buy a Porsche Macan of RMB 558,000 in a dealership. Even if there is a car, they must install some optional accessories. Due to the mandatory optional accessories, Macan 2.0T's 4S shop has sold for more than 680,000 yuan, plus purchase tax, insurance and other expenses, it is estimated that the total cost of car purchase is about 740,000 yuan.
It is understood that in Macan's optional accessories, in addition to the ordinary black and white base paint is provided by the original free of charge, the manufacturer also has a variety of colors for the optional, and to add 15,000 yuan; optional 19-inch, 20-inch wheels Also add 24,000 yuan to 48,000 yuan. Chargeable rear-loading accessories such as tire pressure monitoring, interior fabric matching, drive options, and audio and communication components are even more numerous. If the price is fully installed according to the price on the installation list provided by the manufacturer, Macan's final entry price is 1,240,100 yuan, which is nearly 100,000 yuan higher than the Cayenne's 1.148 million yuan.
In this regard, Porsche officially responded that as a niche brand, Porsche's global sales have adopted this extremely rich personalized customization program, which is also a highlight of the Porsche brand, Porsche hopes customers have full choice, so deliberate Make the Macan model simple and original, leaving the future car owners with more room to play.
However, when the Beijing Commercial Daily reporter interviewed Porsche dealers, it was found that the low-end entry-level model of 558,000 yuan was actually an original body price. A Porsche dealer responsible person also admitted that because the current manufacturers do not have quotas, in fact Macan is to install the configuration before selling.
At the same time, the sales staff of the Porsche 4S store said that if the price of the consumer buying Macan is less than 650,000 yuan, it is necessary to purchase a 20,000 yuan film service in the store in order to successfully mention the purchased vehicle.

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