As a benchmark product in the medium-sized SUV market, every medium-sized SUV on the market is inevitably compared with Highlander, and over the years, the joint venture brand is good as an independent car company, and all those who threaten to "hang" Highlander end in failure. Until now, Highlander's position in the domestic mid-size SUV market is still unshakable.
In October last year, Lynk & Co 09 also officially ushered in the listing, and the outside world has called it Highlander's strongest opponent. From the positioning point of view, Lynk & Co 09 and Highlander are not a class of models at all, after all, the positioning of Lynk & Co 09 is a medium-sized SUV, and Highlander is only a medium-sized SUV, which has a taste of dimensionality reduction. However, in terms of actual sales, the market performance of Lynk & Co 09 is not satisfactory.
The listed cumulative sales of only more than 3,000 vehicles, Lynk & Co 09 high and low?
When the pre-sale of Lynk & Co 09 was opened, according to the data given by Lynk & Co officially, Lynk & Co 09 won 6597 orders on the first day of pre-sale, allowing the Chinese people to see the hope of their own brands in the high-end market. After all, for independent brands, before the birth of Lynk & Co 09, there was no home medium-sized or medium-sized SUV.
However, after the listing of Lynk & Co 09, it did not achieve the market effect expected by the outside world. In October last year, that is, the first month after the listing of Lynk & Co 09, sales were only 160 vehicles, if October is not a complete month, the monthly sales of 160 vehicles have no reference value. Then, in November, the sales volume of Lynk & Co 09 was only 1215 vehicles, and the performance in December was relatively good, with 2389 new cars sold, that is to say, the cumulative sales of Lynk & Co 09 after the listing was only 3764 vehicles.
In contrast, Highlander, which threatened to "hang" Lynk & Co 09, had an average monthly sales of more than 10,000 vehicles. Not to mention that the higher positioning of the Lynk & Co 09 is slightly lower than the Highlander in terms of price, and the Highlander is still queuing up to buy at a higher price. Judging from the market results, Lynk & Co 09 has been regarded as a failure, which was completely exploded by Highlander.
Brand power is the biggest shortcoming of Lynk & Co 09
From the perspective of competitiveness, Lynk & Co 09 does have the confidence to compete with Highlander. As the first model built on the SPA architecture, the Lynk & Co 09 is the same root as the Volvo XC90, but the price is only half that of the Volvo XC90. In addition, in terms of core components, the strength of the Lynk & Co 09 is also excellent, the power level is comparable to the Volvo XC90 B5 model, and the gearbox is also a matching 8AT gearbox. Such a powertrain is not powerful, but it is enough.
However, on the 300,000-level model, consumers must consider brand power in addition to product strength. In the 300,000-level SUV, consumers can choose a lot of models, both direct competitors such as Highlander, Tuon, Explorer, as well as volvo XC60, Cadillac XT4 and other second-tier luxury brand products, and even the price of BBA's compact SUV is also at the price of 300,000, and Lynk & Co's brand power is so insignificant in front of these competitors.
Another fatal point is that although the Lynk & Co 09 has a super 5m length and a wheelbase of 2984mm, in terms of actual feelings, the basic knowledge of the internal riding space of Lynk & Co 09 is that Lynk & Co 09 just looks big and sits in small, and the actual experience is very sorry for its identity as a medium and large SUV.
Finally, Lynk & Co's step is too big, before the listing of Lynk & Co 09, the main sales range of Lynk & Co is concentrated within 200,000 yuan, and Lynk & Co 09 directly reached the height of 300,000 yuan as soon as it was listed, making it difficult for people to accept 300,000 yuan to buy a Lynk & Co in a short period of time, that is, we often say that the step is too big.
From the existing product matrix of Lynk & Co, it can be found that in the SUV matrix, almost all of them are compact SUVs, while Lynk & Co 09 directly crosses the medium-sized SUV and directly targets the market for medium and large SUVs. If before Lynk & Co 09, first launch a 20-250,000-level medium-sized SUV, until it is recognized by the market and then list Lynk & Co 09, perhaps Lynk & Co 09 will not be as dismal as it is today.
However, in the future, Lynk & Co will also launch medium-sized SUV products, after all, between 06 and 09, there are two blank sequences of 07 and 08, which may also be leaving a place for Lynk & Co's future medium-sized SUV products. When Lynk & Co 09 was first listed, I also asked Lynk & Co insiders, and he also revealed to the author the fact that medium and large SUVs will be launched in the future.
Write at the end:
The reason why the sales of Lynk & Co 09 are dismal, and the summary is very simple, the fundamental reason is that Lynk & Co cannot support the price of 300,000 levels. For Lynk & Co 09, its deeper meaning is to enhance the brand image, not to go. With Lynk & Co 09 leading the way in front, it will pave the way for Lynk & Co's future mid-size SUVs, and "hanging" Highlander is not only impossible for Lynk & Co, but also for joint venture cars.
(The image comes from the Internet, if there is infringement, please contact to delete)