Dislocation competition is not uncommon in the automotive industry. So what is misalignment competition?
Let me give a simple example, the current Wheelbase standard of compact cars in the Chinese market is between 2600mm and 2700mm, and most of the powertrain is a naturally aspirated engine, and 1.6 liters is more. Or small displacement turbocharging, some are 1.4T, some are 1.2T. The price of the joint venture model is about 130,000 to 170,000 yuan. Independent brands are mainly in the price range of 90,000 to 130,000.
However, its own brand, Geely Xingrui, adopts a misplaced competitive strategy, with the wheelbase directly pulled to 2800mm and the powertrain directly up to 2.0T. The price remains in the range of 110,000 to 150,000. In fact, this price is already higher than most of the independent brands. But for joint venture brand cars, it is a misalignment competition. It is equivalent to Geely Xingrui taking the product and price of a medium-sized car to compete with the compact car of the joint venture brand. A similar example is the Hoshikoshi L, which is also sold at the price of a compact SUV with a mid-size SUV, power, and a joint venture brand. Achieve misalignment competition.
In this way, it is simply to disrupt the market structure.
Among the new car-making companies, I think the best way to do the misplaced competition is the ideal.
Ideal Car has two models, one is the Ideal ONE. One is the ideal L9 that will be available soon. How does the ideal ONE achieve misplaced competition?
Most of the medium and large SUVs on the market are imported luxury brands, and the price is usually more than 500,000 yuan.
Medium and large SUV generally do not have new energy models, due to the relatively large size, so the fuel consumption is also very high, generally in 10 liters, or even more than 12 liters.
Most medium- and large-sized SUVs are 5-seaters, and although there are also 7-seater cars, they are few and far between, and the space is small.
And what does the ideal ONE do? The first is the model benchmark BMW X5, benchmarking a medium and large SUV, and then the price is only more than 300,000, only selling the price of medium-sized SUV. The second is on the new energy, although it also consumes fuel, but the fuel consumption is lower, and it can also hang a green card. The third is the three rows of 6 seats, becoming the "Daddy" special car in the user's mind. With the price of a medium-sized SUV, buying a medium-sized SUV can not give the experience, this is the ideal ONE dislocation competition.
The misplaced competition of the ideal L9 is more obvious. It benchmarks models such as large SUVs, Mercedes-Benz GLS, BMW X7 and the like. What are the characteristics of these models?
1. The price is about 1 million, all of which are imported cars, which are very expensive. Who are the medium and large SUVs on the market at present? Nissan Tourman, BMW X7, Mercedes-Benz GLS, Lexus LX570, Lincoln Navigator, Infiniti QX80
2. The powertrain of these models even starts at 3.0T, and even 4.0T, with larger displacement and higher fuel consumption.
3. Because a 6-cylinder or even 8-cylinder engine is used, the size of the engine compartment is relatively large, so it also occupies the space of the rear crew compartment.
So how does the ideal L9 achieve misalignment competition? First of all, the price is estimated to be 500,000, which is directly reduced by half. Secondly, the range extender was replaced by a 1.5T engine, with a large battery and a large fuel tank. So the range is longer, and solves the ideal ONE's much-criticized three-cylinder engine. Third, because the 4-cylinder small displacement engine is used, the engine compartment is not as large as it is designed, and the crew compartment can leave more space, and the riding experience will be better.
So you say the ideal L9 will not become a hit? I think for the most part. Therefore, the ideal car is the master of playing misplaced competition!