Volkswagen has a pivotal position in our domestic market, and is the only joint venture brand car company that can compete with Toyota, but seeing that Toyota has occupied most of the market by relying on the TNGA structure, Volkswagen has fallen into the quagmire of sales growth. There are many ways to increase sales, such as price reduction, increase allocation, strengthen promotion, marketing and word of mouth. But these are not necessarily effective for Volkswagen, after all, the car system is too large, and pushing a new car is a good choice.
There are differences in positioning, and there is overlap in prices
This year is expected that Lingdu L and New Langyi will be listed, the same as compact cars, positioning there is a certain difference, Lingdu L biased towards young people, personality, unusual; new Langyi this time came up with the same and Passat two kinds of front faces, the starry sky version will look younger, another ordinary version is more like a traditional Volkswagen car, I have to say that the texture of the new Langyi is very effective.
Before the specific comparison, let's first estimate the price, the current price of the whole series of Langyi is 9.99-15.89 million yuan, of which the departure version, that is, the price of the previous generation of Langyi, is 9.99-12.29, if you remove this part, only look at the 2022 models, the guidance price is 11.29-15.89 million yuan. We speculate that after the listing of the new Langyi, the 2022 Langyi or Qihang version will no longer be produced, otherwise the pressure on sales of the three generations of the same hall is also quite large.
The current Lingdu guidance price is 14.99-18.69 million yuan, which is indeed a bit high for this level of model, but Lingdu has always had a relatively large amount of discounts, and it is expected that the new model may adjust the guidance price, or continue to give large discounts in the later stage. Furthermore, we infer that the prices of Lingdu L and New Langyi will overlap, and if it is a budget of 150,000 yuan, then both cars can be bought.
Differentiation is more thorough
Lingdu and Langyi were originally differentiated positioning, Lingdu is more sporty and younger, and Langyi is a good Mr., a very conventional family car, practical and full age coverage. However, because the public likes familial design before, it is a bit too much, resulting in Langyi and Lingdu not opening the gap, everyone's impression of these two cars is that Lingdu is a short, flat version of Langyi.
Between LingDu L and Xinlangyi, the difference is obviously even greater. New Langyi launched two versions, namely the ordinary version and the starry sky version, the biggest difference between the two is the front face in the net, the ordinary version is our very common horizontal grille, with the "back" shape of the lower encirclement. The starry sky version uses a dot matrix medium grid grid, presumably the name of the starry sky comes from this. The lower bracket is also a bit different, using the same two braces.
Normal Edition
In general, the new Langyi has changed more than the current model, and it is worthy of the mid-term change, if you do not bother with the chassis, platform, and power, then this change is comparable to the replacement. Because not only the exterior changes, but also the interior changes a lot. For example, the size of the central control screen can be considered quite large in the joint venture car, the actual size we guess 10-12 inches, and the buttons around the circle increase the visual width.
Starry Sky Edition
A silver trim strip through the center console, in addition to the screen just introduced, below is the air conditioning outlet and comfort configuration control area, if it is the starry sky version, you can see the air outlet with red trim. The interior changes of the new Langyi are still in place, except for a little, there is no use of electronic gear levers, which is a little pity.
But even the starry sky version, which is more inclined to young consumers, does not have the personality of Lingdu L. Or that this time LingDu L somewhat broke through our imagination, and the first reaction when we saw the official picture was: "This is actually a public." The oversized front face surrounds the grille, which is also a dot matrix design, like a large and large mouth, and the visual impact is very strong. It seems that the headlight group is not the most unique place, there is a glowing light strip in the middle, which emits light together with the logo of the public, which is expected to be a high-end exclusive function.
Entering the car, you can clearly feel the minimalist style, the entire interior draws on the design of the ID series, the central control screen that tilts a lot to the main driver's seat, the color-changing atmosphere light strip runs through the entire front row, and the center console is simple to the buttons are very "precious".
The connecting screen is not very amazing today, but the effect of improving the sense of technology is still obvious, and the practice of hiding some of the operation buttons to the lower edge of the central control screen is very clever, that is, it retains the convenience of operation without making the interior look messy. Cadillac should learn this.
From the form of the gear shift mechanism, it can be seen that the positioning of Lingdu L is higher than that of Langyi, and the electronic gear shift mechanism needs a certain amount of time to adapt, but the basic operating logic is the same, dialing forward is R block, backward dial is D block, and P block is realized through independent buttons. The iconic AUTOHOLD function button of volkswagen in the rear can also be seen, and this function is really easy to use.
Buying advice as well as price guesses
The previous analysis is based on the information that can be confirmed at present, and the body parameters, configuration level do not do too much analysis, and there are some such as 1.4T engines, everyone is very familiar with it, no nonsense. For us consumers, buying a car still needs to look at the price, and then we will guess what price the two cars are selling.
New Langyi is a mid-term change this time, unlike the annual change is only a configuration adjustment or a slight change in appearance. Therefore, the price is possible to adjust, but based on the current sales situation that Volkswagen is not strong, we boldly guess that the 1.5L model will be sold from 109,900 yuan; the 1.4T model will be sold from 139,900 yuan.
Lingdu L is a bit difficult to guess, because it can be regarded as a brand new model, according to the current model, there are 1.4T low power and high power two forms, may Lingdu L will also be like this. That's kind of interesting, will it be the same as the current price? We think it is unlikely, because the high-power version is a bit expensive, up to more than 180,000. So we boldly guess that the starting price is unchanged, 149,900 yuan, but the high-end car will not be too expensive, and the 1.4T high-power version will have a price of about 160,000 yuan to choose from.
Lingdu L and Xinlangyi came in a timely manner, which definitely had a positive impact on sales, and the problem of the original vague positioning was also solved. Further widening the difference between the two is a more correct decision for the public, otherwise in today's market pattern, the so-called family without personality and characteristics cannot obtain market share as desired.