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In the hardcore off-road vehicle circle, I don't recognize the brand, only the quality.
There is a legend of the retention rate in the rivers and lakes, a Prado can accompany you when you have money, sell it when you have no money to make a comeback, and its admiration is simply a walking Rolex watch.
Such logic also applies to Mitsubishi Pajero and Suzuki Jimney.
Mitsubishi and Suzuki met in the domestic market full of bags, but did not expect that after a dissolution and a delisting, the second-hand car market emitted a "second spring", hardcore off-road vehicle enthusiasts in order to have a second-hand hard-riding off-road vehicle, have to travel thousands of miles to another city to get a license and then transfer to their own city through various means, raiders can be seen everywhere.
Is there a domestic market for hardcore off-road vehicles?
This is simply a Schrödinger theory, for a car brand, whether I want to launch a hardcore off-road vehicle product line, depends on the information I collected from all sides, and then an analysis found that the good news is all opposite.
If there is no market, then why are the second-hand cars as large as Pajero and as small as Jimney able to rise in prices for a long time, if there is a market, then why are several brands that play the hardcore off-road vehicle product line strategically shrink?
Until the tank 300 was a shot and red.
1
Originally, the WEY brand wanted to open up a new market segment through the Tank 300.
The price ratio has always been the magic weapon of domestic brands, before the tank 300, BAIC's BJ40 lived in a niche circle that was quite moist, sold 20467 vehicles in 2019, as a small product line, it belongs to lying win, it has all kinds of problems, workmanship, fuel consumption, gearbox matching degree, lack of intelligence, interior retro, etc., but consumers have no choice.
You either have to put up with such a slightly out-of-date product or buy a Wrangler for 3 times the price.
From beauty to clothing, from catering to skin care, the first step for domestic brands that can get ahead is to become the "flat replacement" of imported brands through cost performance, and then some have become able to compete with international brands through their own efforts, such as ANTA, Li Ning, and some are satisfied with the status quo, such as BJ40.
2
As we all know, the Tank 300 was first introduced to the market as a new car under the WEY brand, and then it was taken out as a separate brand because it sold too hot.
Why did WEY cut into this niche track?
On one side is the lack of growth, and on the other side is Geely's Lynk & Co in a frenzied brush of presence.
WEY's own product line overlaps models, the sales terminal pressure is very high, and the other end may have found ideas from Lynk & Co. The popularity of Lynk & Co is to cut into the performance car "racing" track of the independent brand in the blank, so for the WEY brand that is good at playing SUVs and is itself a full range of SUVs, what better strategy than launching a hardcore off-road vehicle?
Like Columbus discovering a new continent, the Great Wall-WEY-Tank 300 is connected to a hard-core off-road vehicle.
In addition, the Great Wall itself has also tasted the sweetness in the pioneering of the niche market, the Great Wall cannon breaking is such a logic, although the niche market is not as good as the mainstream track in terms of purchasing power volume, but people also have demand. What's more, China's car market is sluggish, you can eat more than one bite to absolutely stop, and the increase in sales is the only vitality in the car circle PUBG.
Every car is key.
When the Tank 300 became a hit, the Great Wall immediately took it out of the WEY brand, why let the emerging potential stocks "sink" in the old product line? Of course, the WEY without the tank 300 has turned red again with the hybrid of the lemon platform, which is another story.
3
There are many preservation vehicles, and the tank 300 is not the last.
Buick GL8 is the well-deserved overlord of business MPV, but the imported Toyota Alpha in 2021 with a three-year retention rate of 117.76% to hang the car, MPV and SUVs, no way, making money for the rich is easier than making money for the poor, followed by the Mercedes-Benz G-Class, with a three-year retention rate of 104.47%.
In the small car track for ordinary people, the most valuable Baojun 310 three-year retention rate is only 62.06%. In terms of shrewdness, it has to be said that the lower level hangs the upper layer.
Tank 300 listed for less than 3 years, temporarily can not enter the three-year retention rate list, now the SUV retention rate is the highest retention rate is which?
The Suzuki Jimney (76.46%) in small SUVs, the Honda CR-V (80.51%) in compact SUV, the Toyota Highlander (89.12%) in medium-sized SUV, and the Mercedes-Benz G-Class (104.47%) in medium-sized SUV are either scarce or hot selling.
It just so happened that the tank 300 was occupied by both of them.
4
It is currently the best selling hardcore off-road vehicle. Length, width and height 4760/1930/1927mm, wheelbase 2750mm, approach angle 33°, departure angle 34°, pass angle 23.1°, minimum ground clearance 224mm, with three locks, proper hardcore off-road vehicle bottom.
At the end of 2020, the price on the market is 175,800-213,800, the off-road ability is the first in the same level, the intelligent configuration of the hardcore off-road vehicle is the first, the luxury equipment level off-road vehicle is the first, of course, in the official statement, this is called the tank platform "inside and outside repair, intelligent off-road two grasp", but in fact, in the eyes of the ashes-level off-road play coffee, this is a "four unlike", but people are good-looking, good-looking can become internet celebrities.
Or, in addition to the Wrangler and the Big G, the off-road vehicles that look particularly good are also scarce.
5
As mentioned earlier, the off-road vehicle circle does not recognize the brand, only the quality. In addition to this, if there is an excellent appearance, it is definitely another proper plus, who does not like to be able to become the most beautiful boy in the whole field when playing off-road?
Is the painstaking effort to paint, change the encirclement, and add lights, is it really to be better on the off-road journey?
Tank 300 did not engage in so many empty heads, model naming catches the eye, looks like nothing, the hood can withstand the weight of 70kg to facilitate off-road old guns to stand up and take pictures, the roof luggage rack can withstand 5 times the static pressure of the car weight, off-road hardware structure directly to the Wrangler to align, non-bearing body, time-sharing four-wheel drive, front and rear differential locks, and a 2.0T engine.
The internal concept, rather than learning wranglers, is to say that it is building itself in accordance with the style of a domestic big G, thick seats, exquisite air outlets, and common large screens, voice recognition and active safety configurations in family cars.
People who buy Mercedes-Benz big G, most likely will not go to the good Han slope, buy tank 300, most of them will also hide their youthful madness in their hearts.
Only seek to have it, not to last forever.
6
What protects the retention rate is its sales.
Toyota Highlander twisted and pinched, and in the only few months to take out the production capacity of more than 10,000, the basic monthly production capacity of the tank 300 was maintained at about 10,000 units. With the strength of the Great Wall to build cars, I absolutely do not believe that it is not hunger marketing.
The control of production and sales volume, Great Wall Motors is pure fire.
Tank 300 is currently the highest selling off-road vehicle, spare parts compared to second-hand off-road vehicles are better to start, and the second-hand off-road vehicle engine, transmission and four-wheel drive system working conditions of the judgment of the industry is very deep, naturally there are many potential users of used cars into the arms of tank 300.
I just want a reliable hardcore off-road vehicle that can drive, is it imported, joint venture or domestic do not mind, how much is the sentiment worth?
In addition, the official crackdown on the price increase is also very severe.
In the news that brushed the screen not long ago, the violation of "over-price delivery" of a dealer was punished, and the tank permanently cancelled the brand management right of the dealer involved. In addition, in order to put an end to the behavior of price increase, the supervision intensity of online orders has also been improved, including 300 predetermined users who need to sign electronic contracts, "deposit" to "deposit", and must pick up the car within 15 natural days.
You can understand it as protecting the core rights and interests of consumers, or it can be understood as the protection of the value of the brand image, but no matter from what point of view, Tank 300 is indeed operated as a core product line, such behavior will naturally further enhance consumer trust in Tank 300.
Product strength + sales + word of mouth, the three superimposed on each other, complement each other, and finally achieved the status quo that the tank 300 used car was slightly higher than the new car.