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Car
price war ready to speed up
AUTO industry analysts warn that Dongfeng-Citroen's price
cut this week may spark a renewed price war among domestic
automobile dealers and producers.
Wuhan-based Dongfeng-Citroen Automobile Co Ltd decided
on Tuesday to cut between 6,000 yuan ($725) and 15,200
yuan ($1,836) on its Fukang models.
The company's price cut came one week after Shanghai
Automobile Industry Sales Corporation (SAISC) announced
on July 17 to offer a 5,000 yuan ($604) discount on its
Santana 2000, the second generation Santana.
The Santana and the Fukang are widely seen as rivals
in China's car market.
"Whether we will extend the nationwide promotion depends
on the market feedback," said Cai Bin, SAISC's sales director.
The sales of Santana 2000 have jumped more than 20 per
cent since July, according to Zeng Weixiao, general manager
of Shanghai Automobile Trade Centre, one of the largest
auto retailers in Shanghai.
"We feel sure that 80 to 90 Santana 2000s will be sold
this month," Zeng said.
The average sales of the model were no more than 50 to
60 before the price cut, according to Zeng.
Meanwhile, Zeng did not believe Dongfeng-Citroen's price
cut will have much influence since the sales volume of
the Fukang model is not very big at his trade centre.
"But it may affect the sales of other types of sedans,"
he said.
Other automobile makers have different ideas.
"We target the potential customers who like top-grade
sedans; we are not racing in the same field as Fukang,"
said Zheng Jie, spokeswoman with Shanghai General Motors.
The company cut its Buick sedan price by 7 per cent last
April, and sales of the Buick series were up to 2,883
units in June from 1,772 in April this year.
Experts said the recent price cuts may result in consumers'
holding off from buying cars in expectation of further
price drops.
As China draws nearer to entry to the World Trade Organization
(WTO), more prospective car buyers are likely to postpone
purchasing until more foreign cars are available on the
market, industrial analysts said.
"That will probably spark a new round of price cuts on
the domestic car market," said Zeng.
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