Consumption upgrading is not all high-end consumption
Now, consumption upgrading has become a mainstream trend. It's not surprising, for a simple example, that when we use a smartphone, we never go back to using feature phones, landlines, or even BB machines. For products with stronger performance, more functions and better experience, consumers will never vote against it, which is consumption upgrade.
However, for most goods, consumption upgrade means "adding money", and this is like a convention, the same is just mentioned in the example of communication equipment, with powerful functions of smart phones, the price of goods and the cost of use are much higher than functional phones, landlines, etc.
However, in smart phones, there are also high-end and low-end differences, high-end products often bring users a better experience, such as running more smoothly, taking pictures more clearly, such a price is amazing.
As for the low-end products developed for a wider range of consumers, they often give users all functional experiences by adopting other solutions to ensure that the price is more affordable. For this user, the low-end smartphones with lower prices and full functions are also consumption upgrades.
The "iPhone SE" in the car
In recent years, the automobile market has been a concentrated portrayal of consumption upgrading. The popularization of new technologies such as modular architecture car manufacturing and intelligent assistance systems has made the performance, functionality, ease of use, and safety of automobiles evolve into a new dimension, prompting more and more consumers to buy and change cars.
However, under normal circumstances, the more advanced the car-making technology and the more feature-rich the model, the price will naturally rise. So, in the automotive market, is there no model like the iPhone SE that is both affordable and fully functional, and can also allow users to enjoy the satisfaction of consumption upgrades?
In the products of first-line car companies, it is difficult for us to find such cars, because such models often affect the sales of mid-to-high-end models. If we focus on a newly established brand, we may find something new. The Xuandu launched by the Kaiyi brand in October last year is a popular consumer upgrade model, and the manufacturer guidance price of the car is 67,800 yuan to 93,900 yuan.
The concept of advanced car manufacturing can still become the mainstream today
Perhaps everyone is a little unfamiliar with Kaiyi Automobile, because so far, its sense of existence is not high, the company was established in 2014, is Yibin Automobile Industry Development Investment Co., Ltd., Chery Automobile Co., Ltd., Sichuan Yibin Push Group Co., Ltd. three-way holding of state-owned joint-stock enterprises, in 2017 officially stationed in Yibin, the current smart factory for production was officially completed at the end of 2019. It can be seen that under the technical endorsement of Chery Automobile, Kaiyi Automobile does not start from scratch.
For Xuandu's new car, many comments pointed out that the car is the sister car of Chery Arrizo 7, and this is precisely where Xuandu's advantage lies.
Perhaps everyone still has the impression that when Chery Arrizo 7 was first launched, it was announced that the car had a leading car manufacturing standard and also had good quality. In fact, the car is based on Chery iAUTO balanced intelligent manufacturing technology platform. The platform integrates the three major systems of CHERYSMA Zhiheng Vehicle Lean System, ACTECO Intelligent Effect Powertrain System and CLOUDRIVE Zhiyun Entertainment Driving System.
Seeing this, you may find that the overall concept of the iAUTO platform has many similarities with the modular architecture claimed by many car companies. That is to say, even today, the iAUTO platform is not lagging behind, and Xuandu, with the blessing of the iAUTO platform, has enough capital to gain a foothold in the mainstream market.
Appearance, configuration, technology, all available
As a model for young people, Kaiyi Xuandu is not enough to have technology. In the era when appearance is justice, high appearance is an important criterion and purchase motivation for young people when choosing a car. Led by Italian design master Luo Wei, Kaiyi Xuandu integrates personalized movement with simple and pure elements with the design concept of "Chinese and Western minimalist aesthetics" to create a trendy and dynamic shape. In order to cater to the young users' pursuit of personalization, Kaiyi Auto Xuandu is also equipped with rich details design, such as LOGO welcome lights, 7-color mood lights, etc., to further enhance the exclusive sense of the vehicle.
In terms of space that is particularly concerned by domestic users, Kaiyi Xuandu also has a good performance. Its body size is 4666× 1825×1483mm, and the wheelbase is 2700mm. This string of numbers means that Xuandu's wheelbase is the same as the current Toyota Corolla, while having a larger body size, especially a larger body width. It can be seen that Xuandu can provide users with a very spacious and comfortable driving space.
As mentioned earlier, intelligent configuration is the key to the upgrading of automobile consumption at this stage, Kaiyi Xuandu is also equipped with an intelligent voice interaction system, users only need to say "winglet, hello", and then say the relevant instructions, you can complete the operation of the skylight, music, navigation and other functions in the case of eyes and hands.
The full-time mobile phone butler equipped with Kaiyi Xuandu can control the car at any time through the mobile APP, making the intelligent driving life more convenient and efficient. In addition, Xuandu is also equipped with keyless entry, one-key start, 10.25-inch central control large screen, mobile phone wireless charging and many other humanized configurations, bringing users a driving experience beyond expectations.
As a model based on the concept of platform architecture, the safety performance of Kaiyi Xuandu is also outstanding. In addition to the optimized body structure and integrated stamping outside the door, it is also equipped with a number of safety systems such as ESP body electronic stability system, EPB electronic parking brake system, ABS brake anti-lock braking system, and HHC hill assist system.
In addition, in order to make driving more safe, easy and worry-free for users, Xuandu is also equipped with a 360-degree panoramic image system that integrates many functions such as driving auxiliary lines, visual radar, lane deviation, etc., so that users can grasp the surrounding conditions of the body through the screen when facing difficult road conditions such as congested roads, vehicle congestion, and narrow parking spaces, and eliminate safety blind spots in an all-round way.
Xuandu, which has a sporty exterior design, also has a powerful "heart". It uses the 1.5T+9CVT golden power combination of chery Kunpeng power series, which has a maximum power of 115kW, can provide 230N·m peak torque, and thermal efficiency is as high as 37.1%. Thanks to the wide transmission ratio, users can switch between multiple driving modes depending on the road conditions. In addition, the Kaiyi Xuandu chassis adopts a combination of front McPherson and rear multi-link independent suspension that surpasses its class, which enhances the stability of the vehicle and ensures driving comfort. Meet the driving control demands of young users who "move with their hearts".
Summary: Perhaps in the impression of most users, holding more than 60,000 yuan, can only choose the technology is eliminated, the configuration is rudimentary, the safety performance is slightly weaker, and the intelligent technology is impossible to talk about. However, the emergence of Kaiyi Xuandu, just like the iPhone SE mobile phone of that year, integrates new concepts, technologies and equipment into a shell redesigned based on the previous work, and at the same time gives a very attractive price, so that a large part of the user can also taste the taste of consumption upgrades.
Text | Wave
(This article is the author's personal opinion only and does not represent the position of DearAuto.) )
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Mr. Li Guoyong of Guangdong Green Law Firm