Author: Cheyu Boundless
Source: Today's headlines understand Chedi - Che Domain Boundless
When it comes to the most controversial replacement of new cars, the first thing that comes to mind should be the new generation of X-Trail. The "controversy" of this three-cylinder car can be described as one after another: from the beginning of the $19 billion research and development, to the middle of the desert, and then to the final sales of the tiger tail, replacing The X-Trail let Nissan be taught by the domestic market!
However, "controversy" can sometimes lead to unpredictable "traffic" and "attention". Some replacement models, although they are also full of controversy after listing, and each one has a "black spot", but the result is the opposite of the encounter of the new generation of X-Trail, in the doubts continue to grow bigger and stronger, successfully sold. The same "spray", but still able to sell, in the end, why?
1. Eleven generations of Civic
Guide price: 12.99-16.39 million
Average monthly sales after replacement: 20,000+ (September-December)
2021 sales: 159026 units
Looking at the average monthly sales performance of 20,000+ after this replacement, many people should say that there is no problem with this data! You know, the ten generations of Civic at that time were famous by the "sports wind", but now after the replacement, they abandon the "personality" and take the moderate family model. Even the magic weapon of victory was discarded, and at that time, there was a fatalism of The Civic "one generation selling well, one generation selling poorly" appeared on the Internet.
Although it is not optimistic that although it is the consensus of network public opinion, it is an ironclad fact that it is a big seller in the market. After the completion of the replacement in September, the sales of the New Civic soared, completing sales of more than 10,000 units in the first month, followed by a rise in the next two months, with monthly sales of more than 27,000 units, only a few hundred units away from the peak of 28,100 units (November 2021).
This also shows that the sports style is indeed very in line with the needs of young people, but the home is actually the main theme of the car, and the new Civic is a return to this big demand. The new car is not only equipped with a household design, but also uses a longer wheelbase, a four-cylinder 1.5T engine that meets the needs, and a more affordable four-cylinder price (the new Civic 129,900 can buy four-cylinder engines, the old Civic 13.39 is still buying three cylinders). In addition to not exercising, other links are stronger than the old model, and consumers who pursue home use naturally buy and buy.
2. A new generation of Highlander
Guide price: 26.88-34.88 million
Average monthly sales after replacement: 0.96 million units (July-December)
2021 sales: 107733 units
When the new generation of Highlander changed "domineering" to "beautiful" was first launched, public opinion was actually only slightly critical of it, after all, rejuvenation is the main theme. But when the pre-sale price (280,000-370,000) and the official pricing (268,880-34.88 million) were announced later, people began to sit still, thinking that the new generation highlander, which set the price to catch up with the luxury mid-size SUV, was too inflated, and they said that they could not get used to the Highlander and wanted to buy better opponents than it (Explorer, Ideal ONE, Lynk & Co 09, Tuon, etc.).
The slogan is quite loud, but the sales of new cars are directly punched in the face, in July and August, limited by production capacity, it only sold six or seven thousand units, and by September and December, it began to run wildly, around 10,000 units every month, and in December it hit a record high in Highlander, selling 14,401 units. Although the "old man" accounted for a lot of these models sold, it is undeniable that the "new han" (57,998 orders in 2021) also contributed.
You should know that in the field of 7-seat SUV, Highlander's gold sign is too loud, even if it is expensive, the engine is no longer imported, and consumers are still willing to pay for it. Toyota also seized this point and launched the "Hull Highlander" crown land release at the right time to further seize the market. The two "Highlanders" work together, and both sell well, it seems that Toyota has read the needs of the Chinese people.
3. New Mercedes-Benz C-Class
Guide price: 32.52-37.22 million
Average monthly sales after replacement: 0.89 million units (August-December)
Total sales in 2021: 126021 units
Unlike other new cars that have been scolded on the face, the Mercedes-Benz C-Class was still applauded on the Internet when it first appeared. Hundreds of thousands of C-class have long used millions of S-class exteriors and interiors, can it not be praised? The face is a plus, but after seeing that the price is "20,000" more expensive than the old model, leaving only 1.5T+48V motor optional power, this point immediately becomes insufficient, and many consumers think that the new generation of Mercedes-Benz C-class is too low to be worth buying.
The new generation mercedes-Benz C-Class
The new generation of Mercedes-Benz S-Class
However, it is a pity that this "not worth buying" sound is not intuitively reflected in sales. Although the new car continues to lose to the BMW 3 Series after the replacement, if it is compared with the old Mercedes-Benz C-Class, the monthly sales of more than 10,000 results are still a stable big sale.
Yes, the new Mercedes-Benz C-class cost performance is indeed not very high, but all buy Mercedes-Benz, but also look at what cost-effective, the car logo and appearance is the key to selling well. And Mercedes-Benz obviously understands this key requirement, so it can sell seats.
4. The new Mercedes-Benz S-Class
Guide price: 91.78-1.7817 million
Average monthly sales after replacement: 1.9,000 units (January-December)
Total sales in 2021: 23,063 units
The Mercedes-Benz S-Class was officially launched in January 2021, but its controversy began as early as 2020, and it has a taste of love and deep responsibility. For the new generation of Mercedes-Benz, the most controversial thing is its subversion.
In the appearance, interior of this piece, the new generation of Mercedes-Benz S-class is not the previous generation of "perfect" S-class design, but the use of young and more, less stable appearance, as for the interior, is the texture of the luxury, changed to technology to interpret luxury, the key stability, luxury have changed, netizens are naturally scolding it.
Old Mercedes S-Class
Netizens are indeed scolding, but the people who bought it did not say anything, directly increased the price by hundreds of thousands, or even millions to order the Mercedes-Benz S-Class. S-class has dominated the D-class car market for so many years, has become a symbol of identity, its change and change, for the target consumer group, in fact, is already irrelevant, only the car is not a serious problem, the purchase will eventually buy.
There are no absolutes, especially in today's era of endless marketing methods. Although everyone generally does not applaud the above 4 replacement new cars, they still rely on their unique product charm and brand advantages to successfully achieve seat calling and excavate the real demand and orientation of Chinese people for cars. Therefore, some people say: whether to evaluate whether a car has strength, the final decision is still the market. What do you think about that?