After the independent brand becomes bigger and stronger, it will always launch various sub-brands, such as Great Wall Motors, which has haval, tank, Euler, gun, WEY and other brands. Geely has Lynk & Co, Geometry, Extreme Krypton. Chery has a star way, a shortcut. However, we see that these brands actually have a very important feature, that is, they are differentiated from the original brands in design, positioning, and products. to avoid internal competition.
Recently, Changan Auchan launched a new model that I can't understand, it is Auchan Z6. And it uses the design style of UNI.
In fact, not only Auchan, but even the design of Changan and UNI brands is becoming more and more similar, and I think this is not a good development direction.
Photo note: Chang'an UNI T
First of all, the same design will make UNI lose its high-end status
For a simple example, we all know that Volkswagen and Audi are one, toyota and Lexus are one. If Volkswagen designs the same as Audi, Toyota and Lexus design the same. That will definitely affect the sales of Audi and Lexus. And it is easy to be crowned with a copycat hat. There are also cases of failure, that is, Mondeo's design, much like the front face of Aston Martin, that is, sales have been good for a while, and soon Mondeo's sales have declined. Why? Quite simply, it's because Ford doesn't have its own independent brand features. The styling design of each car of Mondeo, Fox, Sharp World, and Sharp World is different, and there is no particularly obvious family design style. This is a great loss in the automobile market.
Note: Changan CS55 plus
Second, similar designs will make Auchan, Changan, and UNI compete with each other
And similar design styles will also allow different car brands within a group to compete with each other. I found that the Changan Auchan Z6 is also a compact SUV with a wheelbase of 2795mm and a length of 4699mm. The styling design is stylish, and the style of the interior is similar to that of the UNI series. The estimated price is similar, which actually increases the difficulty of selection for users.
Many people may feel that different brands can compete differently through materials, materials, and configurations. For example, UNI is a high-end series, which can create a high-level one. Auchan's positioning is more civilian and can be more ordinary. But in fact, independent brand cars can now provide very good materials and materials at a price of 100,000 to 200,000 yuan, and the configuration is also very rich.
Caption: Chang'an UNI-V
Third, the same design team can develop different design styles
In fact, the same design team can design different styles of cars. The design team of geely brand, Lynk & Co brand, Volvo brand is one. MG and Roewe, a subsidiary of SAIC, are also a team. Therefore, different brands, using different designs, for different consumer groups, is a brand health development way. Therefore, I also do not think that Changan is incapable of launching a new design alone.
So I think that Chang'an currently needs more differentiation between Auchan, Chang'an, and UNI to reflect the different characteristics of the brand. Changan has not been able to build UNI into a high-end brand with annual sales of 100,000 vehicles, which has been pulled down by the Auchan brand, which is really not worth the loss.