With the independent first-line three major brands Geely, Great Wall, Changan have launched a new coupe SUV products, as well as other independent brands have also begun to exert efforts in this segment of the product field, it seems that china's SUV market has ushered in a cross-border era, the joint venture brand in the Chinese auto market has not done up the market segment, it seems to complete a counterattack in the hands of independent brands, but the manufacturer's rush to the top, more or less some gambling ingredients, such a situation we have seen many times, Alternatives and opportunism are indistinguishable here at many Chinese brand car manufacturers. So nowadays, many independent brands are entering the coupe cross-border SUV, is it the market trend or the manufacturer's forced momentum?
In fact, the main "birthplace" of coupe SUV products comes from luxury brands, of which BMW X6 introduced China's "merit to the greatest", with the introduction of BMW X6, the concept of coupe SUV has entered the vision of Chinese consumers, and then Mercedes-Benz has also launched some coupe SUV products, such as GLC Coupe and GLE Coupe. But in fact, the joint venture brand coupe SUV products have not risen in the Chinese market, the reason is very simple, one of the advantages of SUV products is that the space is larger, the distance from the ground is higher, but for many compact SUV and intermediate SUV products, after the Coupe design, the space performance of SUV products is discounted, which is difficult for many SUV consumers to accept.
For independent brands, most of them "originate" from SUV products, in the past few years, China's auto market is hot Chinese brand manufacturers, most rely on SUV products, some car brands, almost all rely on SUV products, SUV products lead the development of Chinese brands, but such development is not a qualitative development.
We can see that in the past few years, Chinese brands in the development of SUV products there is a big problem, that is, the homogenization of products, of course, this is not only SUV products, cars and MPV products are the same, the current Chinese brand SUV products in the core technology compared to previous years is no progress, we compete is the third-party technology suppliers of new technology use speed, just like China's mobile phone manufacturers, the fight is to see who can use qualcomm and other suppliers of the latest chip first, In the field of core technology, the homogenization of independent brands has been very serious, and all competition is focused on the design and the speed of use of third-party new technologies.
In terms of appearance and interior design, at present, many independent brands have been "poor in donkey skills", if in the past few years, independent brands can still rely on the mature design of the best-selling products of the cottage imitation of the joint venture brand to make their own designs, then with jaguar Land Rover winning the landwind car infringement lawsuit, the Chinese intellectual property protection agency for the Chinese brand car design and other aspects of the regional protection has become history, in this case, most of the independent brands have lost the design ability.
So in such a case, the coupe SUV is a new design category, or a design idea outside the traditional SUV products, the design of the coupe SUV product is relatively innovative, the possibility of design infringement is lower, after all, the current Chinese market joint venture SUV field, the coupe SUV products can be counted on both hands. However, such a road may not be accepted by the market.
In May 2019, the sales of Changan and Geely's coupe SUV products CS85 and Xingyue were 884 units and 1109 units, respectively, which is obviously very different from the manufacturer's expectations, and a big factor is that the pricing is too high, and the starting prices of these two cars are 119,900 and 135,800! Much higher than the traditional SUV products of the same level.
At present, in the field of traditional SUVs, the overall competition has been white-hot, so the price of traditional SUVs has been pressed very low and very low, or the profit margins have been very narrow, then for the new model of the coupe SUV, there are not many overall competitors in the market, there is no competition white-hot situation, so the overall pricing of manufacturers is relatively high, hoping to get more profits, but ask yourself, compared to the same level of traditional SUV products, Did these coupe SUVs really make a qualitative leap in the overall configuration and technology? BMW X5 and BMW X6 belong to the same class, and the domestic starting price is 759,900 and 75.39, respectively, but the difference is only a few thousand yuan!
Therefore, in fact, at present, many Chinese brand manufacturers into the field of coupe SUV is essentially another forced manufacturing "outlet" car-making campaign, the Chinese market for coupe SUV does not have much demand, most of this demand is the manufacturer's own identification, of course, the results of the forced "outlet" everyone also saw, there is no outlet, pigs can not fly! For Chinese brands, the most important thing is not to spend efforts on these superficial things, but to make a difference in the core technology field is the top priority!