This question has been thought about for a long time, about a few years, and a lot of things have happened during this time.
In the automotive industry, what is the most important heritage element of a brand and a model? I also thought about this topic for half a day, and my conclusion was, name. Whether it is the brand name or the name of the model, it is necessary to be persistent and not constantly renewed. It is not that the name cannot be changed, the market environment is ever-changing, and changing the name is sometimes a kind of progress and adaptation, but the matter of changing the name involves the whole body, the impact is too large, and it is necessary to be cautious.
For example, the Starway series did not have Chinese name before, and now through the way of recruitment, VX is named Lanyue, TXL is named Lingyun, LX is named Chasing Wind, TX has no name for the time being, I heard that it may be named Lingyun S in the future.
For example, the name of the Starway TX "Lingyun S", this kind of operation is honestly very supportive, including many old car owners, are supported. Because as a Chinese, we are confident, the car should have a Chinese name right, besides, for example, I bought a Lingyun home, go relatives, relatives have not seen this model, just ask, this is what car to buy, such as people bought Volkswagen Langyi, just say Volkswagen Langyi, clear, I this, I bought a TXL, relatives old man ears are not very good, what, T, and even there is a T fork L also called T fork ailou, quite a bit embarrassing. Now it's good, I bought a star, how good.
But the point of the problem is that if you determine that the name of the Chinese after the TX model series is called Lingyun S, then please hold on, hold on, hold on, don't change the name.
Let's give an example.
Arrizo GX, this model, we old owners all know that this car has not been discontinued, it was renamed Arrizo 5PLUS, after-sales accessories or whatever, but the problem is that most of the consumers on the market are not aware, for them, Arrizo GX, discontinued.
So the question is, why did the Name Alize GX appear in the first place? According to the rules of the Tiggo series, Tiggo 8 is followed by Tiggo 8, and then Tiggo 9 is right. That was the Arrizo 5 before that, and shouldn't the follow-up model be the Arrizo 6? What GX means and where it comes from.
Taking a step back, since it is called The Arrizo GX, it is also OK, so I understand that this GX is similar to the cartoon, the independent series, the performance car, can also be understood, but after calling the GX for a few years, it has become The Arrizo 5plus is difficult to understand.
Or is it the Arrizo GX, during which there is another impressive model, called the Arrizo GX Championship Edition, what association does the champion give people? Anyway, ordinary people like me must think that this power chassis is not strengthened, is it going to be 1.6T, at least a 1.5T plus sports kit. As a result, a 1.5 self-priming champion version came out...
Another example is the Arrizo EX model, which flashed like a flash and then quickly disappeared. Originally prepared to make a change to the Arrizo 5, the change is the shape of the fine adjustment plus interior adjustment, it would have been a great thing, the problem is that at the same time ready to change the name of TheRaize EX... Judging from the name alone, it is not clear that this model has any heritage relationship with the Arrizo 5. Later, the 4S store model information I remember very clearly wrote arrizo EX, began to preheat before the listing, the result was found... No one bought the account of the name Arrizo EX, and finally quietly, it became a new generation of Arrizo 5.
Next, we may wish to take The Arrizo EX as an example to illustrate the harm of changing the name. Arrizo 5 sold for several years, how to say that it has been a continuous monthly sales of more than 10,000 models, word of mouth and recognition are a little, after changing to Arrizo EX, the knowledgeable old owners of course know that this is an upgraded version of Arrizo 5, but what about ordinary customers? He will think that this is a new model, consumers look, the new model, has not been tested by the market ah, the quality is unknown, word of mouth, word of mouth is 0 ah, at least wait a year to observe it and then say...
Then I see that the vision next door and Emgrand are very good, the price is similar, people have been passed down for many years, it must be progressing year after year, buying, buying, buying.
Folks, seeing this, do you understand the harm of changing your name?
First, your old model has been sold for several years, the basis of ownership is there, word of mouth is there, a name change, customers a look, new cars, guinea pigs, ownership 0, do not buy!
Second, your old car sold for several years, always invested in some resources, terminal material publicity, sales staff publicity, online publicity, various evaluations, which are All Arrizo 5, if you call Arrizo EX, instantly all the efforts of the previous Arrizo 5 are cleared to zero.
Third, the fall of a reputation without inheritance, I feel that this manufacturer is not practical, not good at developing and improving models, old new cars, the final result is that there is no classic model, not to mention the Emgrand, and do not compare to other people's Accord, that is, the vision and King Kong from the name seem to have been improving ah.
In fact, back to the truth of the facts, Chery is not improving, not inheriting, that is really Dou E'e wrong.
For example, even if it seems to be unrelated to Qoros 3 and A3, in fact, there is a lineage and blood relationship, A3 chassis is good power rotten everyone knows, some talented riders take Qoros turbo to A3, seamless connection. Arrizo 5 is actually a descendant of A3, and Arrizo 7 also has a lot to do with A3.
These are just a few examples, in fact, Chery's chassis engine and other technologies have been passed down very well and have been improving.
The question is, do consumers know? Of course I don't know!
What level of consumers, sales rankings, Xuanyi first... Domestic SUV sales H6 long-term first place, driven this car, its braking level you know. Do you expect consumers to understand the legacy of technology?
In the eyes of consumers, there are only two words of inheritance,
name!
Is Santana related to the previous Santana? There is no relationship with a hair, but the name is well-known in the consumer' place, and word of mouth can also be used.
How much progress and improvement does the current vision have been compared to previous ones? But in the eyes of consumers, just a little, people have been so many years, or the name of the vision!
So finally dig your heart out and say a few words.
Of course, the name can be changed, the name is not good, of course, it can be improved and adjusted. But the premise is that we have to know that changing the name is not so simple as changing the name, the impact behind it is huge, all your previous word of mouth and publicity accumulation are all cleared to zero, this is a matter of shaking the mountain, not a light wind and light change.
So I hope that the star path can always be called the star way, TX named Lingyun S, has always been called Lingyun S, and then constantly update iteration, later we can see Lingyun S second generation, Lingyun S three generations, until Lingyun S grew wings and flew into the sky, it is also called Lingyun S so-and-so generation.
The full article ends, thanks for the support.