In the automotive consumer industry, in the face of increasingly saturated competition in various segments, automakers hope to fill the gap in the product matrix by continuously refining the model market and launching new models.
To put it simply, it is to have more children and fight, I don't know if this car will sell well? But it is in this price market, in this level of market, I have a car for you to choose. That's probably the way it is.
Mr. Shen Chen, chairman of Panda Media, once said: "A good product should be defined by consumers, in other words, it is important to know how to manufacture the products that customers need." So far, in recent years, the market has been flooded with a variety of model consumption options, but do they really understand consumers? Are their appearance really popular?
It is said that changing the name is like changing the luck, and you cannot use scientific evidence to explain this seemingly superstitious feudal routine, but you also have to admit its "objective existence". Asiatic Lion, as a model that Toyota is optimistic about entering the A+ level market, probably did not expect to be named before the listing.
Today, Asiatic Lion has been listed for nearly half a year since its listing in April, facing the market competition where sales tell everything. Asiatic Lion has sold 24,802 vehicles so far, and in the past November, it handed over an answer sheet of 1105 vehicles in a single month. In the Toyota system with many hot-selling models, the Asiatic lion is not what the elders call "someone else's child". This also made many netizens wonder "If today it is still called Ao Lan is not ...."
Of course, returning to the reality of causal nature, we may wish to think about the problem from another angle, and extend a question from the sales data: "Is AsiaSea an A+ class scooter that consumers want?" ”
2.0L engine + simulated ten-speed CVT, the 2750mm wheelbase performance that is very standard in the A-class positioning, as well as the front and rear airbags/air curtains, full-speed adaptive cruise, automatic parking and other functional configurations can get the standard Asiatic Lion, using the A-class positioning standard to judge the Asiatic Lion, undoubtedly has a cross-level product performance.
In this way, the Asiatic Lion guidance price of 14.28-17.98 million, which just fills the gap between the Corolla and the Camry, seems to be enough to return the fare. However, I have also thought that in the face of the cost-effective advantages and economic applicability of A-class models and the comfort of B-class models, Asiatic Lion cannot interpret these consumer needs very well.
Compared to the Corolla, it is indeed higher, but it also sells more expensive. Although it has the configuration level of the B-class model, the Asiatic Lion's material level and space performance cannot reflect the comfort that the B-class model should have. Perhaps it is also somewhat appropriate to describe the Asiatic lion as "more than the upper than the lower".
In the eyes of many people, the macro MINIEV car is "industrial waste", in a number of pure electric models in order to meet the needs of traditional models, are pursuing a more intelligent car experience, constantly breaking through the battery technology endurance limits, but also strive to develop a new autonomous driving technology and so on...
The Hongguang MINIEV, which only has a "micro space" positioning, not only does not have a variety of configurations, but also does not have an absolute advantage in the range of pure electric models. However, the pricing of 2.88-48,600 makes Hongguang MINIEV the most people-friendly transportation choice in the eyes of ordinary people.
Spending a few tens of thousands of yuan, Hongguang MINIEV successfully replaced the status of "three trampolines" in third- and fourth-tier cities, and solved the distress of travel congestion in first- and second-tier cities. In such a consumption context, although Wuling Motors believes that Hongguang MINIEV is a model with "no profit" to speak of, with the "mass market demand" of the cumulative sales of more than 400,000 units since its listing, the small profit and high-selling Hongguang MINIEV still earns a lot of money.
Perhaps seeing the success of Hongguang MINIEV, Wuling believes that the people still need a Wuling NanoEV. Compared with Hongguang MINIEV, Wuling NanoEV has a 305km longer endurance calibration, and the configuration functions such as speech recognition, keyless entry, and reversing image also make Wuling NanoEV raise the configuration level by a notch.
But at the same time, the guidance pricing of 4.98-49,800 has also raised the consumption threshold of Wuling NanoEV. Although Wuling NanoEV has a better product level in the face of Hongguang MINIEV, in the world of mini cars, it seems that only Hongguang MINIEV has become a "darling" at present.
After all, only Hongguang MINIEV can reduce the consumption threshold to less than 30,000, right? The competitive market for most mini cars is still between 50,000 and 100,000. In other words, there is no real mini-car in this price range that has become a benchmark product based on sales.
Therefore, under the demand of low-speed transportation in leading cities and sacrificing comfort for low-budget consumption, the "more expensive" Wuling NanoEV may also need sales to prove itself!
Some people say that the reason why Haval has been able to win the sales crown for several months depends on the "heap" version configuration, after all, it is difficult to find a consumer choice like Haval H6 with more than a dozen models in the market. But in Haval's eyes, why don't you know the truth of "having more children and fighting"?
In the 100,000-level SUV market, do you want to trend smart? Here comes Haval's first love! Do you want off-road style? The Big Haval Dog is coming! In the same way, if you want to exercise the driver, then the Haval Red Rabbit appears.
The 1.5T+7DCT power combination sits on a maximum output of 184 horsepower and a peak torque of 275 Nm, officially claiming to break 7.7 seconds. Coupled with the driving pleasure brought by the switching of multiple driving modes, for the entry-level consumer SUV model, there is indeed a little bit of sports driving control flavor.
And the Haval Chitu born under the lemon platform has a good performance in the same level in terms of configuration level and material performance, leather seats, 12.3-inch technology screen, 360-degree panoramic image, adaptive cruise for a 100,000-level SUV model seems to be too luxurious, and Haval Chitu just so.
There is no doubt that Haval Red Rabbit's product performance in the same price point consumer choice has a certain advantage. In the face of the most fierce competition in the compact SUV market of Chinese brands, Haval Chitu has a firm foothold in the pricing range with big brothers such as Haval H6 and Song PLUS.
Not only that, but also the Emergence of new models such as Wuling Xingchen, which has lowered the consumption threshold, Venucia Big V, which has just undergone a replacement, changing Changan CS55 PLUS, haval chitu needs time to prove its sales market, but at the same time, the competitive pressure is not small.
As mentioned in the opening article, the above models appear to some extent in order for manufacturers to "expand" more blank markets to fill the products. But at the same time, their sales volume already illustrates their own "necessity" for the current consumer market in the eyes of today's consumers.