In the domestic luxury car market, Volvo is a brand with a very personality, as the earliest and independent brand really "married" luxury brand, this luxury brand in the domestic market has obtained a very positive brand reputation and product reputation, mention Volvo, basically everyone can think of the core advantages of this brand product, that is, safety, and the overall education and quality of the brand's owner group are relatively high, many consumers are interested in Volvo's characteristics, and then choose Volvo's products. However, as the most popular mid-level car product of luxury brands in China, the market performance of volvo S60 is very general, if you compare Mercedes-Benz C-Class, BMW 3 Series and Audi A4L, it can be said that it is a mess.
In the second half of 2021, that is, from July to December, Volvo's sales in the domestic market were 1353 vehicles, 1496 vehicles, 1218 vehicles, 2766 vehicles, 3250 vehicles and 3683 vehicles, and the sales volume in the second half of the year totaled 13766 vehicles, which is only equivalent to the one-month sales of the above three luxury brand medium-sized cars. In fact, after the listing of the new Volvo S60, the overall exterior design continues the relatively mature design of the S90, making the car look really personal, coupled with Volvo's own safety reputation, it is reasonable to say that the sales of this car will not be so dismal, so where is the problem?
First of all, the size design of the new Volvo S60 is indeed a bit flawed, we see that the BMW 3 Series is divided into standard wheelbase and long wheelbase models, the standard wheelbase model is only 4719mm long, but the long wheelbase model is 4829mm long, and the long wheelbase model is the main model of the 3 series, the Mercedes-Benz C-class is 4882mm long, and the Audi A4L is 4858mm long. Therefore, the length of the new Volvo S90 series of 4761mm is essentially relatively short in the field of luxury brand medium-sized cars, or the size of volvo S60 is sandwiched between compact cars and medium-sized cars in the general sense, for about 300,000 luxury brand medium-sized cars, such size data is obviously no advantage.
On the other hand, we also have to say that Volvo in order to avoid the size of the S90 in order to avoid the size of the S90 sharp edge, but accidentally in the price level overlap, although the price of volvo S90 as high as 40.69-50.59 million yuan, but the price of the low-end model discount is actually not high, the previous S90 terminal discount up to 90,000 yuan, that is, the starting price of the terminal after the discount is more than 300,000 yuan. However, the Volvo S90 is a medium and large sedan with a length of 5090mm, so compared with the two, it seems that the cost performance of the Volvo S60 is not so high, because the price after the high S60 discount is basically similar to the S90 entry model.
Of course, some comments also pointed out that Volvo's core selling point is safety, but now it has evolved into only safety, in fact, to the level of luxury brand mid-size cars, the performance of each brand in terms of safety is not very different, Volvo emphasizes safety, will inevitably drown its performance at other product levels. Obviously, in the luxury brand mid-size sedan space, other competitors either win in luxury, or in performance, or in space/comfort, compared to the overall performance of the S60 is not so comprehensive, as mentioned above, at least the size is a big disadvantage!
So we always believe that before the Volvo S90 itself is relatively large discounts, and S60 delay in launching a new model, it has made the position of S60 in the luxury brand medium-sized car market more embarrassing, coupled with the price of this car and the price of S90 terminal has a certain overlap, as well as there are more obvious disadvantages in terms of size, the existence of these factors, to a large extent offset the performance of Volvo S60 in safety, design, so that the sales of this car are a mess, The presence of the domestic luxury mid-size car market has dropped again and again.