I don't know if you have noticed, in recent years, there has been a phenomenon in the automotive industry, and some car companies will upgrade a model to a brand. The selected models are often quite emotional labels, or have a special "temperament". But either way, they will all open up a new frontier for the parent brand.
In fact, such operations not only exist in joint venture brands, but also in domestic brands. Take advantage of today's opportunity, let's talk to you about the 4 brands on the market that have been transformed from models to see who mixes the best.
1. Tanks
Selected model: Tank 300
Once launched, the Tank 300 became a "phenomenon" model in the hardcore off-road vehicle market. Therefore, the tank series is also officially spun off from the WEY brand, operating independently under the off-road brand.
With the independence of the tank brand, the official also announced the brand's product layout: in addition to the big hot tank 300, the tank 500, which recently "blindly ordered" more than 10,000, there are also tank 700 and tank 800 that were previously unveiled at the Shanghai Auto Show. As for tank 600, since tank 500 was previously renamed from 600, there is no relevant information revealed for the time being.
Relying on tough design and hardcore strength, the tank 300 has always been in a state of short supply, with a total of 69,640 units in the store from January to November. Once due to the influence of too many orders and lack of core factors, manufacturers suspended orders twice. The hot sales of the tank 300 also give the Great Wall the confidence to make the tank independent into a brand.
The tank 500, the heat is also quite high, after the pre-sale opened, it took only 20 minutes to directly order more than 10,000. As of now, it is estimated that it has exceeded 40,000...
The Tank 700 and Tank 800 are positioned as flagship models of the Mech Technology Series and the Business Deluxe Series, respectively.
Tank 700
These two flagships, although they do not continue to use the traditional hardcore design of the Tank 300, but focus on technology and luxury respectively, from other elements converge on the brand's off-road tonal tone.
Tank 800
In the past few years, there have been rumors on the Internet that Great Wall intends to acquire brands such as Jeep and Land Rover, but they have been denied one by one. Nowadays, the independence of the tank brand and the launch of new cars one after another confirm the ambition of the Great Wall to enter the world!
2. Extreme Krypton
Selected model: Krypton 001
So far, there is only one model under the Extreme Kr brand on sale, namely the Extreme Kr 001. In fact, the prototype of the Extreme Kr 001 is a ZERO concept car of Lynk & Co. Later, Geely directly set up a new brand of Extreme Krypton, divided the general ZERO into the past, and changed the model name to Extreme Kr 001.
Therefore, in the extreme krypton 001, you can also feel the similar youthful atmosphere and technological sportiness of the Lynk & Co brand. The acceleration of 3.8 seconds to break 100, the ultra-long endurance of 700 kilometers, and the cool shape of the frameless door have all made the Extreme Kr 0001 out of the limelight.
However, the fermentation of some problems such as price, motor, and sunroof has also made the brand of Extreme Krypton controversial.
In fact, Geely already has 9 sub-brands, as for why set up a "extreme krypton"? In Jiang Ge's view, one is Geely's two major electric brands: geometric cars and polar stars are not powerful, and they urgently need to make up for them; second, in addition to the new forces of car manufacturing, the major traditional car companies are also seizing the high-end electric vehicle market, such as Changan Avita, Great Wall Salon, BYD high-end brands, etc. Geely naturally cannot be left behind. Taking the popular Lynk & Co as the introduction and launching the "Extreme Krypton" brand, it is more logical.
3. Crown
Select the model: Toyota Crown
The name "Crown" has a heavy weight in the hearts of the older generation. In China, the crown has been discontinued in the 14th generation. In fact, in the Japanese market, the crown has a 15th generation model.
Domestic 14th generation model
Overseas 15-generation models
And Toyota, as a marketing genius, obviously does not want the "crown" to disappear in China's big market. Therefore, since consumers pay for the name "crown", it is simply a car series. And this, there is the later crown land release, crown Will law...
Crown land release
The crown plate that takes into account the feelings and the forced frame is changed from the car to other models, which is simply irresistible for the owners with crown feelings. From the current situation, the sales volume of Crown Land is indeed quite good, and the sales volume in March of the listing showed a clear growth trend, with monthly sales reaching more than 7,000 units. Of course, the crown is a high-end symbol of FAW Toyota, and only models with higher positioning will be equipped with the "crown" LOGO.
4. Jetta
Selected model: Volkswagen Jetta
The Jetta, which has been independent for nearly three years, has a lower and lower sense of existence, but it cannot all be blamed on the Jetta for not giving strength, and can only say that the Jetta brand is not timely. In recent years, Volkswagen's strategic adjustment of electrification, coupled with the opening of the domestic and foreign equity ratio, as a low-end brand under FAW-Volkswagen, Jetta is naturally not "valued". This year, no new car plan was released, and the main actions were to adjust the organizational structure, "popularize" the operation, and invite Huang Bo as a "spokesperson".
Jetta (discontinued)
At present, jetta has three products, namely the compact SUV Jetta VS5, the sedan Jetta VA3, and the medium-sized SUV Jetta VS7. Among them, VS5 is currently the best-selling brand, debut that will have a monthly sales of tens of thousands of highlight moments, but unfortunately lack of stamina, the current average monthly sales of only more than 6,000 units.
Jetta VS5
Jetta VS5 interior
The second model, the Jetta VA3, is arguably the cheapest Volkswagen car, but the sales volume is far less than that of the previous Jetta sedan, which is also mainly low-end, with an average monthly sales of only more than 4,000 vehicles.
Jetta VA3
Jetta VS7, positioned as a medium-sized SUV, the same power as the Jetta VS5, increased the body, upgraded the configuration, but unfortunately failed to stand out, the average monthly sales of only about 3,000 vehicles.
Jetta VS7
Whether it is from the perspective of sales volume or the recognition of the brand by domestic consumers, the Jetta has changed from a car to a brand, which is not so smooth at present, and can only be said to be unremarkable. As for the reasons, there are different opinions, some netizens think that the decline in brand tone is already synonymous with low-end brands; some people think that the interior and configuration of the cheap sense are not the opponents of independent brands at all.
Write at the end
The power of the brand, I believe that without the need for Brother Jiang to repeat, everyone is also quite clear. If a brand is deep enough to impress consumers, it has already won the starting line compared to other brand-new brands. Therefore, it is understandable to upgrade a model to a brand.
Therefore, like tanks, krypton, crowns, their subsequent models can gain a lot of heat and sales. However, not all brands will have satisfactory performance, such as jetta, the performance can only be regarded as mediocre.
In the final analysis, it is still necessary to choose a suitable subdivision field, as well as to find out their own positioning and advantages, so as to achieve the dimensionality reduction of competitors at the same level. Because of the loss of the brand's "premium" ability, the same level of products are fighting, more is the performance of product strength. What do you think about this?