Chinese Dealers Drowning In Cars! Gasp! 60 Days Of Inventory!

Bertel Schmitt
by Bertel Schmitt

The New York Times carries a long story today that chronicles changes in the Chinese car market. Written by Reuters automotive specialists Norihiko Shirouzu and Fang Yan, it is a story of China where you now get a discount and instant delivery for a BMW instead of having the option to pay 20 percent more, or wait a few month for delivery.

The car market in China, says the article, is becoming more like that in the United States, where most of the money is made in financing, insurance and maintenance. Indeed it is.

What seems to be shocking to a Chinese dealer will sound quite familiar to his American counterpart. Says the New York Times:

“BMW dealerships in Guangdong Province, an export hub in southern China that has been hurt by the euro zone debt crisis, have as much as 90 days’ worth of stock, more than double normal, and the 5-series now carries a discount of 25,000 renminbi, or $3,900 — 5 percent of list price, dealers say.”

Reuters found one case where a Mercedes Dealership had to offer a nearly 30 percent discount to move a S-Class 300 sedan. European dealers will be jealous. There, we learned that 30 percent are considered normal for bread and butter cars of Fiat and Opel.

Rajeev Chaba, a senior sales and marketing executive in Shanghai for GM, said average inventory levels for the industry had ballooned to 60 to 75 days, up from the 30 to 45 days generally seen as desirable, and that GM‘s inventory levels are below the industry average.

As TTAC readers discussed yesterday, 60 days of inventory are considered desirable in America. The few GM executives who are not in China yet would love to. Especially GM’s American pick-up inventory, hovering at double Chinese levels of 120 days, is troubling.

Some people tend to explain it with the big model change, some people say it is silly to pile up huge previous-gen inventories before a model change. Some people say it’s criminal, and filed a class action suit. That’s something else that has yet to come to China.

However, here is something else the Chinese can learn from the Americans: Say it’s all part of the big plan, and the inventory has been built up to avoid future shortages. Reuters reports today that the China Association of Automobile Manufactures (CAAM) expects passenger car sales to rise 11.1 percent this year, picking up in the second half from a slower first.

Bertel Schmitt
Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

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  • Yeahbeer Yeahbeer on Jul 26, 2012

    Wow looks like some big discounts are coming buyers ways.

  • Ron B. Ron B. on Jul 26, 2012

    Pity the wheel is on the wrong side, I could buy a nice merc and get it sent to OZ at those prices and make money on the thing.

  • Rochester "better than Vinfast" is a pretty low bar.
  • TheMrFreeze That new Ferrari looks nice but other than that, nothing.And VW having to put an air-cooled Beetle in its display to try and make the ID.Buzz look cool makes this classic VW owner sad 😢
  • Wolfwagen Is it me or have auto shows just turned to meh? To me, there isn't much excitement anymore. it's like we have hit a second malaise era. Every new vehicle is some cookie-cutter CUV. No cutting-edge designs. No talk of any great powertrains, or technological achievements. It's sort of expected with the push to EVs but there is no news on that front either. No new battery tech, no new charging tech. Nothing.
  • CanadaCraig You can just imagine how quickly the tires are going to wear out on a 5,800 lbs AWD 2024 Dodge Charger.
  • Luke42 I tried FSD for a month in December 2022 on my Model Y and wasn’t impressed.The building-blocks were amazing but sum of the all of those amazing parts was about as useful as Honda Sensing in terms of reducing the driver’s workload.I have a list of fixes I need to see in Autopilot before I blow another $200 renting FSD. But I will try it for free for a month.I would love it if FSD v12 lived up to the hype and my mind were changed. But I have no reason to believe I might be wrong at this point, based on the reviews I’ve read so far. [shrug]. I’m sure I’ll have more to say about it once I get to test it.
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