In our domestic auto market, independent brands and joint venture brands are now considered to be equally divided, especially in terms of sales and product quality, the promotion of domestic independent brands is obvious to all. In the field of our family car, it has now formed a complete industrial chain, that is to say, the brand and model of the audience have slowly become a stable state, and we want to tear a hole in it, and it is indeed not easy to put our own product models into it, so there are fewer and fewer "dark horse models" now. But leaving aside the field of family cars, we will explore other areas, and you will find many market segments, and it is much easier to get on the top. Take the off-road vehicle this model, in the early years, if you want to have an off-road vehicle with excellent off-road ability, then you must at least go up to 500,000 to 600,000, on such a price range, your off-road vehicle can be called an off-road vehicle. But now it is different, the domestic independent brand in the field of off-road vehicles to improve is very obvious, in the 200,000 or so there are two cars are very representative, one is a tank 300, the other is Beijing's BJ40, these two cars are very strong off-road capabilities.
Speaking of tank 300, I believe that everyone is no stranger, this car is hot on the market, in many places it is more difficult to find a car, used cars are more expensive than new cars. So in the single month sales of tank 300 is also a high song, in the past December, this car sold 11958 units, as a domestic car of about 200,000, in the data performance is really good. And when we look at the BJ40 in Beijing, why I compare this car is not only because it is also a powerful off-road vehicle in this class, but its new model is also equipped with a 2.0T engine under the Great Wall, which is said to be the same as the Haval H9. And the match is also ZF's 8AT wave box, so there is contrast. But the market sales of Beijing BJ40 is far less than the tank 300, it only sold 2511 units in December just past, this year only sold a total of more than 20,000 units, compared to the tank 300, Beijing BJ40 listed earlier, should have more market influence, but also more audience, so why is the sales volume so much worse?
We now compare the hard power of the two cars, the tank 300 is also equipped with a 2.0T turbocharged engine on the engine, matching the wavebox of the ZF 8AT, which has a maximum engine of 227 horsepower. The Beijing BJ40 is also equipped with the same powertrain as the tank 300, but the maximum horsepower of the engine is 224 horses, and the difference of 3 horses can be completely ignored. As for the off-road configuration, the tank 300 and the Beijing BJ40 are equipped with 3 locks, so there should be little difference in passability and off-road ability. So what are the reasons for the sales gap on such a premise? My personal analysis of the first point is the reason for the influence, although the Beijing BJ40 was listed early, but did not play a more obvious shock effect. But the tank 300 is not the same, the original Great Wall in the achievement of off-road vehicles is very high, so this car has not been listed before the warm-up is very good, and the name of the tank is also quite domineering, for off-road enthusiasts, such a positioning with such a domineering name, naturally can produce interest in wanting to understand.
In addition, in terms of face value design, tank 300 is indeed more mainstream, for pure off-road, we do not need to design the car to look good, but if you want this car to sell, then you must make a certain effort in the face value, after all, there are not many people who purely go off-road every day. And many tank 300 owners also admit that they are not willing to drive back to off-road after buying this car, it is precisely because of such a premise that there is naturally more traffic on the basis of the value of the tank 300 is better than that of Beijing BJ40. After all, the design direction of the BJ40 is slightly more modest, and it does not have the audience of the tank 300. The appearance of the tank 300 can give people a bright light, especially the two round headlights in front of its face, which can be said to be the essence of the design of this car, and the degree of recognition is also very high on the big dog that is also equipped with a similar design, so in terms of design, the tank 300 is indeed ahead. As for the appearance of beijing BJ40, it is a bit similar to jeep, the small rectangular piled grille lacks recognition, and there is no bright spot on the headlights, so it is a chess trick in appearance.
Secondly, in terms of configuration and interior design, the tank 300 still has an advantage, first of all, let's talk about the configuration, based on the same price to compare, the tank 300 has 6 airbags, tire pressure display, front and rear parking radar, 360 panoramic image, side blind area image, ACC, steering wheel heating, seat ventilation / massage, chassis perspective, tank turning, etc., which is very rich in configuration. Let's go back to the Beijing BJ40, which has only two airbags, rear reversing radar, reversing image, seat heating, only 6 audios and no chassis perspective, etc., so the gap in configuration is not a star and a half. Although the overall positioning price of the tank 300 is a little higher, at a similar price point, the Beijing BJ40 has not reached the height of the tank 300 in the configuration, which is an important point. As for the interior design, the tank 300 keeps up with the trend, using a penetrating double screen, which is very fashionable and advanced. As for the Beijing BJ40, its interior style is a bit similar to Mercedes-Benz, although the new model has an electronic gear handle, but in terms of design, it is still not as luxurious as the tank 300.
In general, if a car wants to be on fire, it must have many elements, taking the off-road vehicle, if it wants to have sales, it must not only pass the off-road ability, but also must meet the needs of the current Chinese consumers in terms of appearance and configuration. Take the Tank 300 and Beijing BJ40, these two cars should be between Bozhong in terms of off-road capabilities, but the Tank 300 is better looking in appearance, and it is still very strong in the interior and configuration, so many consumers can drive it as an off-road vehicle, or as a family car. And for the Beijing BJ40, it is a little more simple, although the off-road ability to pass, but it is difficult to large-scale volume, after all, people's eyes like to capture beautiful things, so even if it is replaced with the Great Wall 2.0T, sales have not been greatly improved, I said these should be the main reasons, then do you all think so?