It is a turn on the wing, undertaken reluctantly, but without qualms. The Stellantis group, led by a boss who has never hidden his hostility to the practice of large-scale discounts, has been increasing promotional offers for several months, particularly on electric models. Carlos Tavares, who already wanted to put an end to widespread discounts when he was at the head of Renault, finally decided to open the box to discounts in Europe as in North America.
In recent months, Citroën has cut prices for the ë-C4 (electric) and Fiat has just increased its “ecological” bonus from 2,000 to 3,000 euros on the 500 and 600 models, which is added to the regulatory bonus of 5 000 euros awarded to any buyer of an electric model. Even Peugeot, whose prices had suffered major inflation, is increasing its commercial gestures, including on the new e-308, whose station wagon version, which was to impose an additional cost of 1,000 euros, will ultimately be sold at the same price as the sedan. .
For its part, Opel offers, among other things, leasing packages of just over 100 euros per month on the electric Corsa and boosts of 2,000 euros on certain models in stock. To any buyer of an electric model, Stellantis offers the installation of a charging station at home.
“Taking care of your competitiveness”
In North America, the battle for discounts rages on. In the third quarter, calculated the services company Cox Automotive, the discounts practiced by the group’s brands (Dodge, Jeep, RAM, Chrysler) reached a peak, with an average of 3,709 dollars (around 3,400 euros) for each car sold. This represents an increase of 62% compared to the second quarter.
Stellantis is not the only manufacturer to slash prices, far from it. Tesla opened hostilities at the beginning of 2023 and, without always claiming it loud and clear, practically all the competition followed. Volkswagen has lowered the price of the ID.4 to 6,850 euros, the Korean Hyundai has significantly reduced that of the Ioniq 5 and 6.
The discounts granted by most brands, such as Toyota (less 3,000 euros on the Yaris Cross hybrid), were huge during Black Friday, Friday November 24, and purely thermal models are not left out. Since leasing formulas (long-term rental) have become predominant, manufacturers are competing for rents, each more attractive than the other… often associated with a lower annual mileage ceiling, equal to or even less than 10,000 kilometers.
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