In recent years, independent brand car companies have developed rapidly, which is an indisputable fact, in just a dozen years, independent enterprises have completed the process from starting to catching up.
But in the eyes of many people, independent brands are still synonymous with backwardness, low-end and roughness, is this actually the case? The following is a discussion of the four major biases against autonomous models.
The so-called people rely on clothing. For a long time the car was still a symbol of financial resources, and it is undeniable that what kind of car to drive largely represents the class in which the person is located.
Of course, the reason for feeling faceless is more about the price. Just like many people like to buy luxury goods to decorate themselves, on the one hand, it represents their own spending power, on the other hand, it is a niche and extreme pursuit.
It is undeniable that high-priced goods can make people have a greater sense of satisfaction in the purchase, and can make consumers feel status and pride.
The same is true for car purchases, for a period of time, independent brand models due to the low product force, have to exchange price for sales, which also makes many people form a stereotype of domestic cars = cheap, not limited to the product force itself.
For example, if you buy a Corolla, Xuanyi, Langyi and other models for more than 100,000 people, will you feel that you have any face?
In fact, the pursuit of high-end by independent brands has never stopped, and Chery has launched a number of brands that year, focusing on different markets, but unfortunately the market performance is not satisfactory. Today's Lynk & Co is one of the pawns of Geely Group's march towards high-end, and Dongfeng Motor has also launched its own high-end brand Lantu.
Of course, the high-end of independent brands still has to come step by step, must not be achieved overnight, accompanied by the high-end of the brand is the improvement of product strength, only with product power to impress consumers, brand power will not need to worry more.
In the initial stage of the automobile industry, soft power has not kept up with the times, and many car companies choose to imitate mature models overseas, which is undeniable.
Of course, only plagiarism without progress can not keep up with the times, but also doomed to be abandoned by the times, Zotye is the best example.
After years of development, the design ability of independent brands is not the same, the most obvious examples are BYD's Longyan, Geely's family design and Changan UNI series, etc., from these products can see the progress of independent brands.
For example, BYD's Longyan design is a fusion of the world's top designers, with a design team of more than 200 people, such as Egger who worked at Audi, mikell, former Mercedes-Benz interior design director, and Lopez, ferrari's head of exterior design, etc., which are all big names in the industry.
The early independent models were indeed deeply troubled by quality, whether it was body steel or engine manufacturing process or durability, the overall performance did have a big gap with the joint venture model.
Taking the author personally as an example, about 10 years ago, the author bought a domestic brand model at home, and the overall performance of the three major pieces was quite outstanding, but the steel materials were indeed general, and the rust worn on the skirt may be the reason why the anti-corrosion of the steel plate was not good enough when the depot left the factory.
From J.D. Power can also be found that in the 2009 release of China's new car quality study, the quality score of independent brand new cars is 258 PP100, from the analysis of J.D. Power, indicating that there are 258 problems in 100 cars.
The quality score of new cars of foreign brands that year was 142 PP100, and the gap was obvious.
In 2015, the score of independent models was 120 PP100, while overseas brands were 98 PP100, the gap is narrowing, in 2019, the gap narrowed to 14 PP100, indicating that the quality of independent brand models has gradually caught up with overseas brands.
The market retention rate is related to many factors, such as the recognition of the end market, the brand influence over the years, etc. Judging from the information currently understood, the overall retention rate of autonomous models is still at a disadvantage compared with joint venture vehicles.
The retention rate also indirectly affects the choice of first-hand car owners, for many consumers, cars are commodities, hoping to be worth more money when sold, which also affects the recognition of domestic cars in the hearts of the Chinese people.
In the final analysis, there are two main reasons that affect the retention rate of autonomous vehicles. On the one hand, because of the ownership, Corolla, Xuanyi, CR-V, RAV4 and other models have been working in China for many years, and the ownership in China is very large, in contrast to the independent models, although the sales volume has risen rapidly in recent years, the overall ownership is still low.
On the other hand, independent manufacturers are faster than joint venture manufacturers to launch products, and the configuration increases too fast, and it has to be admitted that this can refresh the competitiveness of products in the market as soon as possible, but this also affects the retention rate of old cars. On the same model, every other year or two, the exterior interior is more advanced, the configuration is higher, but there is no change in the price, under the influence of this operation, the retention rate is naturally affected.
Autonomous models suffer from "low-end" for a long time! Independent models of high-end is urgent, but also an inevitable choice, independent models can not hold the entry market of an acre and three points, with the accumulation of independent brand technology, for the control of the future, after occupying the low-end market, it is necessary to develop a high-end market to meet the needs of the people for high-end national cars, while expanding the scale of their own industry, in all dimensions are beneficial and harmless.
When the automobile market gradually changes from the incremental market to the stock market, Chinese automobiles are also changing to high-quality and high-quality products, and the author firmly believes that an era belonging to Chinese automobiles is coming, and we will be the first users to witness the arrival of this era.