Thinking back to the pickup truck market a few years ago, neither the market capacity nor the acceptance of new things can be compared with today, and it is in that context that customized or special pickup truck models have never been able to gain a foothold in the market, and can only be reduced to relatively niche products. With the background of the market gradually moving towards the development of passengerization, customized and special products have been put back on the table.
Overseas, customized products are often referred to as "Special Editon" or "Limited Editon", in the author's opinion, the customized version and special version of the product to be divided into products and cycles to look at, from the product point of view is generally divided into several routines: one is a comprehensive special, representative model is the More familiar Ford F-150 Raptor, Chevrolet Kurod ZR2 and other models, the whole vehicle whether the appearance or performance is very different from the basic model, And the main theme of this type of model is pure performance.
There is also a category of commemorative edition products, using some major commemorative events and launched, generally speaking, this model is only in the appearance and interior level of changes, such as the addition of some exclusive badges or body pulls, etc., more famous is Ram once launched the Derby horse racing version and veteran version of the model, Mazda BT-50 in order to protect the pangolin launched a limited edition model Pangolin and so on.
In addition, there is a real category of customized products, this kind of product is from the user's needs to cut into the product, increased the configuration and function designed for specific groups of people, more representative is the Nissan Titan once launched the Surfcamp version of the model, integrated fishing, surfing, camping and other enthusiast needs of the powerful functional body, you say fishing, it is equipped with a fishing rod stabilizer at the front of the car, you say surfing, it has a special surf loading area, you say camping, its roof tent is large enough, Allow users to rest anytime, anywhere.
From the product cycle, a comprehensive special product like raptor may no longer be called a customized version or a special version of the model, because this type of model no longer has the "scarcity" concept of the customized version of the model, and has followed the continuous update and improvement of the F-150 car series, as long as the F-150 car series exists, the Raptor will be shipped out and has become a model or configuration level in the car series.
Models such as the Commemorative Edition still follow the concept of "scarcity", only appearing on certain festivals, periods, etc., and sometimes you can't easily buy such models. Of course, some commemorative models sometimes exist as a "make-up", when a product has not been updated for a long time, to fill the gap in the replacement of the model, increase the exposure of the model. Customized functional products like overseas are more uncertain in the product cycle, and the Surfcamp version of Nissan Titan is missing in the new Titan.
On the other hand, the domestic market, although the pickup truck market is not as good as the United States, Australia and other old pickup truck markets, but in the customized products to play their own characteristics, here have to mention the domestic scene products, scene products are more like customized products after the product, the real product demand points to those most specific groups and needs. For example, the Surfcamp version of nissan Titan mentioned earlier already has the original appearance of the scene-based product. The domestic scene-based products are more specific and specific to the needs, and have become exclusive cars that are truly created for certain scenes.
For example, the locomotive gun of the Great Wall is a product launched for motorcycle enthusiasts, its cargo box length reaches 2.3 meters, and is equipped with a unique lifting device, which can easily load and unload motorcycles. At the same time, the motorcycle gun inherits the comfort attributes of the Great Wall Gun, the wide seats, the quiet sound insulation and various high-tech configurations, which will improve the driving comfort of the car to a new level.
At the same time, another brigade gun is also a comprehensive product that customizes the scene into the concept, focusing on the colorful life of off-road + sojourn. In addition to opening it to become a place for camping rest, the cargo box part also sets up sufficient storage space to store the materials needed for camping; the kitchenware space adopts a soft mosaic structure to prevent the vehicle from causing abnormal noise and damage to items during the driving process; the carriage is equipped with side tents, kitchen stoves, wash basins, refrigerators and shower nozzles; the rear side with oil drums, gas canisters, spare tire racks and shower curtains to meet various life needs during travel.
At the same time, in addition to these domestic scenario-based products, domestic pickup truck manufacturers such as the Great Wall are playing the concept of category to the extreme, once upon a time, the author once had a question, that is, how many Great Wall cannons? Later, after understanding the concept of category, I understood that the Great Wall Gun has brought the ever-changing characteristics of pickup trucks to the extreme. Whether it is a passenger pickup truck for home users, a private owner of a commercial pickup truck, or an enthusiast player of an off-road pickup truck, as well as a variety of users targeted by customized models, the great wall cannon models can be endless, because the users of the great wall cannon are thousands of industries, as long as you want the great wall cannon will give you, the number of cars will only increase. If the advanced product of customization is sceneization, then the scene-based re-advancement is the continuous innovation of categories.
Last year, after the Great Wall Gun category fully evolved into two major categories of passenger leisure and fashion commercial, it is even more exported to the scene-based products through a larger category concept, of which the passenger leisure category will be based on the global intelligent professional off-road tank platform, fully covering medium-sized, large-scale, full-size pickup truck categories; fashion commercial categories focus on creating value cars and people's livelihood cars that are committed to creating value cars and people's livelihood cars for thousands of industries. As I have mentioned many times: if you asked me ten years ago what the pickup truck is for, I may tell you that it is pulling goods, if you asked me what the pickup truck is for five years ago, I may say that it is a dual-use business, and now ask me, I may not be able to give a precise definition of the pickup, multifunctional may be the only word that can explain the pickup.