Speaking of models in the "niche" market of hardcore off-road, it is easy to think of Pajero, Prado, Mercedes-Benz Big G, Wrangler and Big Commander, etc., especially the JEEP brand that focuses on SUVs, which also has certain appeal and influence in the automotive industry, whether it is a hardcore off-road vehicle or an urban SUV, the JEEP brand has models involved.
To tell the truth, JEEP, which has created eye-catching achievements in the field of SUVs, with the decline in product power, as well as the lack of strength in marketing, the influence of JEEP in the market is not as good as before, and it is basically marginalized in the Chinese market, becoming a "chicken rib" like existence, which is difficult to compare with Great Wall Motors, which is also focused on SUVs.
According to the sales data released by the Association, in the past 2021, the cumulative sales volume of the JEEP brand in the Chinese market was only 20,396 units, with an average monthly sales volume of 1,700 units. Not to mention that the market performance of Great Wall Motors is comparable, that is, compared with the tank brand of Great Wall Motors, JEEP is also the object of friction on the ground.
As we all know, the tank brand currently has only one tank 300 on sale, and in the past year, the cumulative sales of the tank 300 in the whole year reached 84588 units, of which 11958 units were sold in December 2021. In contrast, JEEP's annual cumulative sales, in the face of the tank 300, it is difficult to say that it is successful, and the gap in market performance is really quite large.
You know, there are not many models on sale in the JEEP brand, domestic models include guides, grand commanders, free lights and free heroes; imported models include Wranglers and Grand Cherokees. It can be said that JEEP has an advantage over the tank brand in terms of models sold, and it is said that there should be a good harvest, but the result is counterproductive, and the weak sales state makes people unable to see the signs of the rise of JEEP.
In contrast, the market performance of the previous free light, free man and guide can be said to have a certain influence in the market segments to which it belongs, but with the intensification of market competition, as well as the continuous improvement of the strength of competitors such as CR-V, Haval H6 and RAV4, the free light, free man and guide are still in place, due to the "lying win" psychology of not thinking of enterprising, resulting in its market morale declining all the way, and eventually becoming a marginal model.
As the saying goes: If a person has no far-reaching worries, he will have near-term worries. For JEPP and even major car companies, in order to gain a foothold in the cruel market competition, it is necessary to have a long-term market strategy and planning, and in terms of product models, it is also necessary to be one step ahead of opponents in order to seize market opportunities. In contrast, JEPP has basically no bright spots in terms of product innovation.
In the field of SUVs, Great Wall Motors, which aspires to win, is different, and the naming of various models and the market strategy of multi-brand initiative have laid a solid foundation for Great Wall Motors. In order to seize more market share, even in the "niche" field such as hardcore off-road, Great Wall Motors has also created a separate "tank" brand. For the market experience of Great Wall Motors, JEEP really has to learn a little bit.
From the above analysis, it is not difficult to see that JEEP, which has experience in building hardcore off-road vehicles, has not created the market heat of the tank 300, which is really a joke in the automotive industry. What do you think about that?
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