Lead
Introduction
Armor and soft ribs of the Chang'an UNI sequence.
Author 丨 Yang Jing
Responsible editor 丨 Li Sijia
Editor 丨Zhu Jinbin
10.89-13.19 million yuan, the first car product of Changan's high-end sequence UNI, was called "Small A7" by the outside world as the five-door hatchback coupe UNI-T opened pre-sale. In fact, on January 10, the UNI-V top pre-price was set at 134,900 yuan, and this product received high attention. And now the pre-sale price of the whole series has been announced, and even Changan Automobile insiders have shouted "inner volume".
As a result, the "KTV" combination of the Changan UNI sequence also officially debuted. The rhythm of one new car a year has created three products with distinct personalities and different styles. The borderless grille design and sporty style have been deeply rooted in the hearts of the people, but a coupe SUV, a medium-sized SUV and a five-door hatchback coupe are not mainstream styles.
It can be seen that Changan Automobile's attempt at UNI sequence can be described as very bold. But no one can predict what the future auto market is the mainstream, so only by constantly exploring can we become the first to eat crabs. From the product point of view, Changan Automobile is bold, but from the price point of view, Changan Automobile is only carefully tentative, which also makes the independent brand more down-to-earth.
Undoubtedly, UNI-V, the lowest price among the three products of "KTV", will assume the responsibility for the sales of UNI sequences. As a high-end passenger car sequence of Changan Automobile, the UNI sequence is an important support for the upward mobility of Changan Automobile brand. So, how much does UNI-V sell to qualify?
How many vehicles are sold as passing?
"UNI-V aims to sell 150,000 units this year." I don't know whether the relevant people in the UNI sequence deliberately revealed this seemingly challenging sales target, or just put a "satellite" to throw bricks and stones to get feedback from the market. In terms of the sales figure of 150,000 vehicles, this is actually a goal that is neither difficult nor difficult to achieve.
From the perspective of rational market capacity, this is a market segment that can be worth analyzing. There is no doubt that UNI-V is a product that pursues sportiness from styling design, power matching to core highlights. Among the independent brands, there are also many models with the same selling point, such as MG6, Lynk & Co 03 and the recently popular Trumpchi Shadow Leopard.
Admitted or not, the UNI-V has a high degree of overlap with the MG6 and Shadow Leopard, while the Lynk & Co 03 is slightly more expensive. If UNI-V is to sell 150,000 units a year, the average monthly sales volume is about 12,000 units. Then you can look at the sales performance of several other models, and then refute the market prospects of UNI-V.
The average monthly sales of the original net red sports car MG6 were 8500, 5000, 4000 and 3500 units in 2018-2021, respectively; the more expensive Lynk & Co 03 had average monthly sales of 5000, 6000 and 6400 units in 2019-2021, respectively; Shadow Leopard, which was listed in August last year, received 70,000 orders in 5 months, and actually delivered 5,000 units per month.
Judging from the performance of these three cars, the momentum of MG6 has weakened year by year, the performance of Lynk & Co 03 has been stable, and Shadow Leopard is very hot but has not been able to show it through sales. In general, although these cars have sold more than 10,000 sales in a certain month, they are not the norm. It can be seen that UNI-V is facing a market segment with obvious trends, but still not out of the circle.
But on the other hand, they are all emphasizing sports, but the sportiness of UNI-V is more thorough than the above three models. The shape of the five-door hatchback coupe has not appeared within 500,000 yuan and brands other than BBA, and the electric tail, control valve sound wave, ejection start and other plus points are all there, DTV dynamic torque vector control, APA6.0, and high-end driving assistance have not fallen, which is the difference of UNI-V.
Will the Chinese auto market go out of its way to favor such a unique product? The answer is unknown, but the attempt at the UNI sequence product is groundbreaking. Last year,UNI-T and UNI-K suVs also gave a reference figure through market performance, and the sales of more than 120,000 UNI sequences in the past year say it all.
From a perceptual point of view, the chances of UNI-V being successful are still very large. Because the consumption concept of today's consumers has undergone tremendous changes, especially in today's increasingly changing technical solutions, they can accept a lot of trendy things. Coupled with the rise of the national tide, the boundaries of the foreign brand theory have become blurred, and domestic "net red" products continue to emerge.
Then back to the beginning of the "UNI-V annual sales of 150,000 vehicles" this topic, it is not impossible, but the choice is still in the hands of Changan Automobile.
Armor and soft ribs of the UNI sequence
There are two kinds of car companies in the Chinese car market, one is good at fighting the tailwind war, in the era of growing tailwinds and smooth waters, they can go straight up to the clouds, but once they encounter the downward trend of the car market, they begin to chaos themselves, and the time of collapse is only 2-3 years. There are also car companies like Changan Automobile, which are good at fighting headwinds, and through decades of silent cultivation, they finally burst out all the energy after the advent of new products.
On the CS75PLUS, we see the resilience of Changan Automobile. In the UNI sequence, we see the steady style of Changan Automobile.
Some independent high-end brands are accustomed to playing from high to low in products, first launching high-priced image products, and then slowly launching lower-priced products. However, the UNI sequence starts from the low-priced product UNI-T, step by step, with advanced design, excellent configuration, abundant power and young and fashionable tone, to meet the needs of junior young consumers.
Among these young consumer groups, the good reputation of UNI sequences continues to ferment, attracting more attention. At this time, the UNI sequence had a deep insight into the need to launch a higher level of products, and UNI-K and UNI-T 2.0T models were launched successively. UNI sequences have chosen a more difficult upward path, but they have also worked hard to get this path through, so that more consumers are willing to pay for UNI sequences.
Now that UNI-T and UNI-K have stabilized the value of the UNI sequence, it is now the turn of the new member of UNI-V to "fight the country" for the UNI sequence and even the Changan Automobile brand.
"150,000 vehicles sold annually" is a touchstone and a stepping stone. Lynk & Co also maintained an annual sales of 120,000 units in 2018 and 2019, and the UNI sequence was also achieved last year. In 2020 and 2021, Lynk & Co has successfully climbed to the height of 170,000 and 220,000 vehicles, and this is also the time for UNI-V to show its true strength.
In fact, many people think that UNI-V monthly sales of 7000-8000 vehicles have been considered a success. However, the author believes that the annual sales of UNI-V 150,000 vehicles is not impossible, and the biggest obstacle is the Changan "V standard" hanging on the body.
When the pre-sale price of UNI-V came out, someone said to me, "At this price, I will not hesitate to pay for UNI-V, but when I see the bid of Changan, I will think about it again." Why is there such a statement? Perhaps the essence he wants to express is that consumers are willing to accept such a distinctive product as the UNI sequence, but consumers do not want this uniqueness to become as ordinary as Changan Automobile because of the "V standard".
This is why independent brands need to launch new high-end brands, because whether it is Changan, Geely or Great Wall, their brand value has peaked. The value of a new product needs to be carried by a new brand, just as a tank cannot hang Haval's logo, and Lynk & Co can't hang Geely's logo.
In a statistical data of relevant institutions, the average transaction price of Changan, Geely and Haval last year was about 100,000 yuan, while Lynk & Co and Wei Pai reached 150,000 yuan, which is the sense of brand value in the hearts of consumers. If they spend 120,000 yuan, they consider models like CS75, Boyue and H6, and if the budget goes up, they will turn around and switch to joint venture brands or new brands.
Personalization and uniqueness are always the pursuit of young people, and among UNI-T car buyers, many car owners like to take it to modify it, just to show the difference between themselves and others. On the UNI-V, the original car has integrated a wealth of sports kits, no need for secondary modification, then the only thing left to change is the ordinary Changan V standard.
Changan Automobile has not only made the UNI sequence have armor, but also become its weakness.
| Yang Jing |
No sleep at noon
Afternoon crash