If you had a car purchase budget of about 150,000 on hand, and now you have a medium-sized SUV and a small SUV for you to choose from, and both are joint venture brands, what would you choose? Seeing this problem, it is estimated that many people will not hesitate to choose a medium-sized SUV, after all, the medium-sized SUV is larger, the space is more spacious, spend the same money, you can buy a higher level, a better experience of the medium-sized SUV, everyone should feel very profitable. If this midsize SUV is a Chevrolet Explorer and this small SUV is Honda, would you still choose the bigger one?
I don't know how you'll choose, but the sales figures of these two cars have already told me the answer, in the past 2021, the cumulative sales of Binzhi are 167815, while the cumulative sales of the Explorers are 35759 vehicles, which is only one-fifth of Binzhi. You know, the explorer has now dropped to more than 120,000, the terminal price coincides with Honda's 1.5T model, the explorer is positioned as a medium-sized SUV, and the binzhi is a small SUV that is not compromised, the explorer is obviously a dimensionality reduction blow, but still lost thoroughly, lost very undignified.
Strictly speaking, the Explorer is not a medium-sized SUV, it can only be regarded as a large compact SUV, even so, the Explorer is one level higher than Binzhi, the appearance looks more atmospheric, the car seat space is more spacious, for those who pursue practicality, it should be a better choice. However, in the case of the same price, the vast majority of consumers still resolutely choose the smaller Binzhi, and are not moved by the large size and large space of the explorer. So, why are the Explorers who have fallen to more than 120,000 still not the opponents of Binzhi?
If you analyze it from the perspective of products, I think there is a reason why explorers sell better than Binzhi, but combined with brand image and word of mouth, it is also easy to understand that Explorers can't sell Binzhi. In recent years, Chevrolet has pursued a price-for-volume strategy, and gradually retreated into a joint venture brand with strong low-end attributes, and its brand power is obviously not as good as that of a first-line joint venture brand like Honda. When it comes to Chevrolet, many people's main impression of it is that there are many small problems, although the quality of Chevrolet is now much better, but the workmanship and process are still relatively rough, and consumers' views on it have not changed substantially.
At the product level, the explorer also has some deficiencies, from 2017 into the domestic market to the present, the explorer has not had a major modification and replacement, the interior is old and the configuration is backward for the time being, its set of 1.5T engine + 6AT transmission power combination is even more backward, the power performance is barely strong, the fuel consumption performance is decent, the gearbox is still a little frustrated. Although binzhi is also a 1.5T engine, it is more economical and fuel-efficient, the operating quality of the gearbox is also good, the gear shift is smooth and responsive, and it is naturally more acceptable to consumers.
Of course, the Explorer car also has many advantages, in addition to the spacious space, the chassis quality of this car, the handling performance are called excellent, the product power is definitely not inferior to Binzhi, coupled with such a high cost performance, it is worth having higher sales. The reason why the explorer can't sell, to put it bluntly, is because the brand premium is low and the upgrade is slow, the brand disadvantage is difficult to change in a short period of time, the explorer can do nothing more than timely upgrade and replacement, consumers buy new do not buy old, only reduce the price and do not upgrade the product route will only let the explorer fall deeper and deeper, the explorer should indeed come to a complete replacement.