After Xuanjie and Xuanjie Pro, the third model after Kaiyi "married" to Yibin, Xuandu, will also end in failure.
According to the latest data, in November 2021, Kaiyi Xuandu's sales volume was 629 vehicles, compared with the first month of listing, and the 885 vehicles in October fell further. As for why the sales volume for December was not announced, I believe everyone knows it. Once, marketing "veterans" Guo Deqiang and Chen Jian both vowed to make Kaiyi Automobile a "brand that makes young people excited", but why didn't young consumers buy it? The reason is that the strength of the product is far from the brand DNA it has established.
As we all know, Kaiyi Automobile is the product of Chery's strategy of "having more children and fighting", adopting an asset-light operation model, that is, research and development and production are all with the help of Chery's strength. However, Chery has delegated backward technology to Kaiyi, such as Kaiyi X3/X5 shell Chery Tiggo 3/Tiggo 5, which has also made Kaiyi labeled cheap from birth, and sales have not improved much. After moving west to Yibin, Kaiyi Automobile still pursues the "take-ism". Xuanjie is a shelled version of the Tiggo 5X, and the same is true of KaiYi Xuandu.
It is not difficult to find that the A/B/C column line of Kaiyi Xuandu, including the body waistline, 2700mm wheelbase, and even the front and rear wheelbase are exactly the same... It's like a copy-paste of Chery Arrizo 7. Therefore, many people boldly speculate that Kaiyi Xuandu is the shelling product of Arrizo 7, and even after "pulling the skin", it is not as good as the original version, and the fancy color embellishments are very cheap. Therefore, for Kaiyi Xuandu, the products that have evolved under the banner of Chery and the use of Chery's eliminated models cannot bring too much attraction to it. But Kaiyi also has its own "killer skill", that is, to pull down the price, and the reputation is to close the distance with young people.
Obviously, this way of "new bottle of old wine" directly allows Kaiyi Xuandu to reduce the cost, but the low price does not represent a compromise, and the quality problem of returning to Kaiyi is really worrying. Judging from the complaints of the car quality network, the quality problems of the Kaiyi model can be described as various, and the video and audio system failure, body rust, engine abnormal sound, transmission setback, etc. are the "sequelae" left by chery's previous eliminated models, and now they are re-staged on Kaiyi Automobile. Among them, the problem of the gearbox can be traced back to the current dazzling world from the C3 of 15 years, which has always been the pain point that Kaiyi cannot look directly at, and Kaiyi Xuandu should also be equipped with this CVT gearbox.
In fact, in addition to the manual transmission models sold from 67,800 yuan, the price range of the automatic transmission model of Kaiyi Xuandu reached 81,900-9.39 million yuan, which is basically the same as geely Emgrand, Changan Yidong PLUS and other independent big train models with brand influence and market reputation. Although the 1.5T engine and the double single suspension are remarkable, do consumers at this price point really value power and chassis control? Reliable fuel saving is the last word. This budget is obviously not as realistic as choosing other tried and tested competitors.
It can be said that Kaiyi Automobile is now like taking the "old way", just changing the production of another place, the product can not make young people excited, sales naturally can not be talked about. As for the "value marketing" in Guo Deqiang's mouth, it has not been done now.
The essence of "value marketing" is to take the user as the center and provide products and services that exceed user expectations. However, while the product runs counter to Guo Deqiang's "value marketing" theory, according to a news report in the local media in Yibin, the service of Kaiyi Automobile has disappointed the already small number of fans once again. According to reports, Mr. Wu ordered a Xuandu at the Kaiyi 4S store, "from entering the store to see the car, to the later test drive twice the vehicle interior is black and red interior." Mr. Wu also identified the color and interior of the car in his heart, and then paid a deposit.
However, when picking up the car, the interior of the new car was black and white, and the sales staff explained that the interior color was randomly matched by the manufacturer, and then Mr. Wu asked for a replacement, but the merchant refused. Because Mr. Wu did not see the real car, the sales staff used the frame number to handle the car loan, and after several fruitless communications between the two sides, the merchant did not return or change the car on the grounds that "the car loan has been loaned", and if you want to return and replace the car, you need to pay liquidated damages. Mr. Wu believes that the merchant did not tell the car that there are two interior colors, so why is there a liquidated damages now? Isn't this a shop bully?
Guo Deqiang once said that Kaiyi Automobile should create more thoughtful car purchase and car service for consumers, "with a professional after-sales service system, senior technical personnel, and multiple safeguard measures, to provide professional and thoughtful car services for young users, so that users can enjoy car life." Chen Jian, deputy general manager of Kaiyi Automobile Sales Company, also said, "Now we pay more attention to the business relationship with customers, that is, from the moment we buy a car, he will become our friend, we need to run him, let him follow your brand, let him speak more for your brand, and become a partner more." "Now it seems extremely ironic.
It has to be said that Kaiyi Automobile's technical dependence on Chery makes it lack core support in terms of products and brands, and it still wants to use low-priced and low-quality marketing strategies to impress today's users, so that what will meet Kaiyi will only disappear again. It should be known that "value marketing" has made FAW Mazda worse and worse, and it has no choice but to be merged into changan Mazda's marketing system. Now thrown into the arms of Kaiyi Automobile, Guo Deqiang laughed and talked about building Kaiyi into a "domestic Mazda". So, will the so-called value marketing become inaction marketing again? Will the ending of FAW Mazda repeat the same mistakes in Kaiyi? We'll "wait and see".