Chery is an excellent automobile brand, this is beyond doubt, as one of the earliest independent research and development of car companies in China, it was also named "independent brother" that year. But now Chery is really in some embarrassing situation, especially Chery's high-end road is even more heart-wrenching.
I have to say that Chery has always harbored high-end dreams, from Ruiqi to Qoros to Xingtu, they are all the "masterpieces" of Chery's high-end road. However, from the current point of view, the market performance of Xingtu is very general.
According to the January sales data released by the Association, the sales volume of Xingtu was 3935 units, an increase of 50.13% year-on-year. If you just look at the monthly sales and growth rate, some friends may think that the performance of Xingtu is not bad, but as the saying goes, there is no harm without comparison, in the same month, the sales of Lynk & Co were 17965 units, and the sales of Wei Pai were 14471 units, all of which were more than 3 times that of Xingtu, let me ask, is this sales worthy of pride? It is no wonder that even Xingtu's own official Weibo has not announced its Sales in January, which may also be humiliating.
Why should the star path of technology and technology and word of mouth fall to this point? In fact, the star path is far less beautiful than everyone thinks. Today, Uncle Che takes everyone to see the essence through the phenomenon and talk about why the sales volume of Xingtu is so poor.
There are no highlights in the design
Marketing is even more unproductive
Now, it is a brand that caters to the aesthetic needs of mainstream consumers, but Xingtu has never been online in terms of design. Whether it is the Starway TX, or the Star-way Chasing wind, the Starry Sky and the Starry Moon, their appearance is difficult to say. Can a brand that cannot arouse consumers' desire to buy succeed?
At the market level, Xingtu has never stirred up any waves, because today, 4 years after the brand has been launched, most consumers still feel unfamiliar with this brand, all of which stems from Xingtu's shortcomings in brand marketing. According to statistics, in just one year, the Xingtu Marketing Center has undergone 4 executive changes, and the helmsman who is constantly replaced has always been in the rhythm of the overall brand planning of Xingtu. How can there be a stable marketing plan for such a star path? The military is unstable, let alone talk about brand development?
The hulling product is insincere
Product updates can't keep up with the competition
In terms of product strength, whether it is The Starway TX or the Starway LX (now renamed the Starway Chasing Wind), it uses the exact same engine, gearbox and chassis as the Tiggo 8. In other words, some of The Starway models are actually the "hulled" Tiggo 8, and they are also more expensive than the Tiggo 8, and in the face of such an insincere brand, consumers will naturally choose to give up without hesitation.
In terms of configuration, the entire series of Starway TX models are not even equipped with head air curtains, and the intelligent safety configuration does not have any highlights except for panoramic images. It can be seen that the lack of sincerity in the configuration, the three major pieces of perfunctory coping, such a star to impress consumers?
In terms of brand launch time, Xingtu is not only more than a year later than Weipai and Lynk & Co, but also slower than half a beat in terms of product layout. Nearly a year after Weipai launched VV5, VV6, VV7, and Lynk & Co launched 01, 02, 03, and 05, The third model of Xingtu VX (now renamed Xingtu Lanyue) slowly came and missed a good market opportunity. How can such a brand that cannot keep up with the rhythm of the market catch the attention of consumers?
Sell less but complain more
The prospects for the star path are bleak
Compared with the above two points, in fact, the root cause of the continuous decline in sales of Xingtu is mainly the problem of quality. Problems such as the abnormal sound of the central control screen, the rust of the exhaust pipe, the oil leakage of the engine and the shaking are plaguing many owners of Xingtu, is this the performance of Xingtu, which has always been a technology?
In addition, there are many car owners complain about the poor service attitude of the 4S store and the promise of not fulfilling the phenomenon, it is clear that Xingtu has no small problems in terms of quality and 4S store service, a brand that cannot guarantee product quality and service, how can it be sought after by consumers? Obviously, the prospects for Starway are bleak!
Uncle Che summed up
In fact, when the Xingtu brand was just released, Uncle Che naively believed that Xingtu Automobile would become a model for independent high-end brands, but from the result, Xingtu was not only getting farther and farther away from the name of high-end, but even likely to become the next Qoros, and all of this was the result of Xingtu not paying attention to user needs and insisting on going its own way. If you want to catch up with Lynk & Co and Wei Pai as soon as possible, Xingtu Automobile still has a long way to go!