Written by Lin Ziqi
Edited / Kilig
Design / Zoi.
"If you look at me dragging my family with my mouth, I must have come for Kustu. The car at the door has begun to hold these two boys, and it is not appropriate to go out and play and leave either one. On the weekend, Mr. Liu took his wife and two sons to the Beijing Hyundai 4S store to learn about Kusitu, and in just 20 minutes, Kusitu came to four or five waves of customers.
Under the "door to the market" of Kustu, the sales staff was busy and happy, and before they could chat with the Editor of The Cherry, they "lost" the editor of the Car to greet the guests, while embarrassingly explaining that "as long as there is traffic in the store, rushing to the Kussuit, it is not in the minority." ”
For a time, Beijing Hyundai Kustu made the "new blue ocean" of the home MPV market with a "blockbuster" attitude. The household MPV market, as a market segment that is obvious to all and to be developed, although it has been clamoring for many years, has not been ignited, and the market seems to have been waiting for a "star model", with its shining aura leading the "home MPV market" to break out of the siege, and finally, ushered in the Beijing Hyundai Kusi Road.
Why Beijing Hyundai Kustu?
Pragmatic household MPV market, quality and price ratio first
"How much is the fuel consumption?" Is it noisy? Are there any offers now? What is the process of substitution? Mr. Liu sat in the driver's seat, holding the steering wheel one question after another, and "smashed" the sales lady to the point of dizziness. Che Lizi editor found that everyone who came to see the car would ask about the problems they cared about, and the willingness to buy a car was very high.
"I'm certainly not worried about the sales of Kustu, the quality-price ratio is there, look, Kustu's sales will only get better and better." The store sales manager looked at Kustu with a determined look.
Indeed, since the pre-sale in August, Kustu's sales have been rising, steadily rising, and since its listing, it has received more than 5,000 orders, and the Beijing Hyundai 4S store has seen many consumers queue up to pick up the car. From the sales data, the sales volume in November reached 1883 vehicles, up 55.2% year-on-year, jumping into the TOP15 of the MPV sales list, from the name to the MPV sales list, Kustu used less than 4 months.
In the communication between the editor of Chelizi and the consumers who watched the car on the spot, it was found that they would repeatedly mention the "quality-price ratio", of which the pragmatic price was the most said. "The price-to-quality ratio of Kustu to me in MPV is arguably the highest." Mr. Zhao, who runs a snack bar, said, "MPV models, joint venture cars, plus 2.0T and 8AT power matching, starting at 160,000 yuan, is simply not too cost-effective." ”
Indeed, as a joint venture brand MPV, the same price, it is difficult to have an advanced configuration like Kustu, and a joint venture MPV with the same performance of Kustu is by no means something that can be bought by more than 100,000 and 200,000.
Che Lizi editors also suddenly have a more three-dimensional understanding of The positioning of Kustu's "home MPV popularizer". Home MPV, as the name suggests, is born for the family, and most Chinese-style families, more from a pragmatic point of view, than the so-called high-quality "high-quality" life, "fireworks" like life really exists in most Chinese families. Therefore, as the most cost-effective MPV of the joint venture brand, Cuss Is unique.
Born at the right time, the product is strong "positive rigid"
"I want to take two children to play outdoors, I want to take my parents out for a walk, and I want to go camping nearby on weekends, and the idea of buying an MPV is getting stronger and stronger." Mr. Huang said, "The daily commute of the car is OK now, but it is difficult to take care of the joy of the holidays." ”
With the opening of the second and third tires, the demand for "expansion" of family cars is obviously very urgent, and the space advantage of MPV naturally makes it the first choice for the second car of the family. According to the data of the Association, the cumulative sales volume of the MPV market from January to November this year has reached 982,000 units, an increase of 3.1% year-on-year, and this number is still rising.
Kustur is at the right time, when the market demand is gradually increasing, high-profile launch, with a prominent quality-to-price ratio to become the choice of family car purchase list.
However, along with the market opportunities, there are challenges from all directions, before there are two big mountains of the old family MPV Odyssey and Trumpchi M8, and then there are the fourth generation kia Kahua listed at almost the same time to compete together, and in the face of increasingly fierce market competition, even if competitors use different tricks, Kustu still accepts everything.
In the face of the home MPV veteran Odyssey, Kustu with a slightly better large space and a lot of price close to the people are hard, the strong selling point of the home MPV - space and price, Kustu will take the initiative in hand. Of course, the audience base and reputation accumulated by Odyssey over the years are what Kustu still needs to work on.
In the face of Trumpchi M8, in the comparison of similar price versions, in the 218,800 yuan Kustu flagship version and the 219,800 yuan Trumpchi M8 premium version, the kustu configuration is significantly richer and more practical.
Product strength is the foundation, and the details determine success or failure
"Son, is the chair comfortable?" You see, the doors in the back seat are all fully automatic. Mr. Liu, who came with his family, obviously focused more on the needs of his family on the new car.
In fact, compared with the potential users of business MPV, the potential users of home MPV are more picky, because the use of the crowd is not the same, compared with the former, the latter has to consider a lot of factors: the comfort of the elderly ride, the space of the multi-child family, the enjoyment of intelligent technology, and even the excellent experience of driving performance are indispensable, but it is difficult to make potential users no longer "dive".
Of course, Kustu was prepared. With a length of 4950mm, a wheelbase of 3055mm, and a seat layout of 2+2+3, it is possible to enter the third row directly from the middle aisle of the second row, and The Kustu is quite convenient to enter and exit while ensuring a spacious seating space in the car.
Among them, the second row is a separate seat with an aviation headrest, the seat is fully functional, not only supports heating/ventilation, but also has a one-click adjustment of the three modes of standard, sleep, and viewing, and you can switch to the most comfortable riding state in an instant. The luggage compartment has a volume of 262L, which can be extended to 707L when the third row of seats is flattened. Take the family's old children and playful babies out camping on the weekends, and there is enough trunk space for food, tools and toys.
At the same time, Kustu has Baidu Intelligent Network System 3.0 and DuerOS Intelligent Voice Interaction System, which not only supports Baidu Maps, music and other online mainstream functions, but also uses voice commands for car windows, sunroofs, air conditioners, meters, seats, etc., which is very convenient.
In terms of comfort and intelligence, Kustu is not soft and sincere. In terms of power, Kustu uses a combination of 2.0T+8AT and 1.5T+8AT, with the maximum power of 170 hp and 236 hp, the peak torque of 253 Nm and 353 Nm, respectively, and the fuel consumption of 100 km is as low as 6.4 liters.
In terms of power, Kustu once again embodies the style of "home MPV popularizer", enjoying higher power performance than the average market level of MPV at a price lower than the average market of MPV, and this wave has earned.
With excellent product strength and considerate details processing, Kustu can be said to meet the consumer needs of potential users of home MPV, which is both, and want, and easily cope with the "pickiness" of users and impress users with details.
Write at the end
As the first MPV since Beijing Hyundai entered the Chinese market, coinciding with the strong demand of the times, based on the needs of users, Kustu clearly and firmly embarked on the road of quality-price ratio, with spacious space, comfortable riding experience, convenient intelligent configuration and sufficient power, successfully entered the home MPV market.
In the face of increasingly fierce market competition, Kustu's title for household MPV popularizers is inevitable, and whether it can really enter thousands of households by virtue of the quality-price ratio, and see.
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