300,000 yuan, known as the ghost door of domestic fuel vehicles. Models that reach this level have almost no impressive market performance. For example, the Lynk & Co 09, which starts at 265,900 yuan, has sold more than 1,600 vehicles this month, less than one-third of toyota Highlander. The Hongqi HS7, which starts at 275,800 yuan, even with sentiment and official support, this year's monthly sales have barely exceeded 1,000 vehicles. The reason why they cannot sell is largely limited by the brand - independent car companies have shallow foundation, thin technology, and the brand influence is temporarily inferior to that of the joint venture.
But it is not impossible for the latecomer to catch up, and the tank 500 has given a sample to the domestic car. Great Wall Motor officials revealed that the tank 500 opened pre-sale for 20 minutes, and the order volume exceeded 1. By the time of the card order, the number of orders exceeded 30,000. The car is not much, the scalper is also eyeing the tank 500, and the network channel shows that the order transfer is increased by tens of thousands of yuan.
The question is, how did the tank 500, which starts at 330,000 yuan, cross the ghost gate?
Users who buy hardcore off-road vehicles pay more attention to performance and quality, and branding is only the second element of choice. The tank brand has successfully come out of the circle by relying on the tank 300, and the reputation and quality have been affirmed in the circle, which has eliminated many trust concerns for the tank 500 to a certain extent. The off-road configuration of the tank 500 is invincible in the same price range. The entire series is equipped with a V6 3.0T engine, equipped with Miller cycle, dual VGT variable section double supercharging and integrated water cooling, thermal efficiency of up to 38.5%, maximum power of 354 hp, peak torque of 500 Nm.
The tank 500 is equipped with a domestic 9AT automatic transmission with a speed ratio range of 8.843. The body is a hardcore off-road "standard" non-load-bearing body, and the suspension system is the front double wishbone + rear integral axle. The Tank 500 is equipped with BorgWarner's third-generation timely four-wheel drive system and is available in low-speed four-wheel drive, tank U-turn, front and rear differential locks and 48V systems. It is worth mentioning that the tank 500 is also equipped with an "intelligent all-terrain system", which can automatically judge the terrain and automatically switch driving modes in Auto mode, thereby reducing the driving difficulty of the owner.
The off-road capability of the tank 500 is still unknown, but this set of off-road configuration is enough to impress many consumers. Toyota's Prado and Land Cruiser are currently unable to enter the Chinese market directly due to energy emission limitations; the old-school off-road vehicles BAIC BJ80 and Mitsubishi Pajero, the former have weak quality and reputation, the latter is old and has been discontinued; JEEP Wrangler, Land Rover Defender and other imported off-road vehicles will not compete directly with the Tank 500.
In the joint venture hardcore off-road vehicle, Nissan Tuda can pull out and touch it. However, this guy is equipped with a 2.5L self-priming engine, the maximum power is only 193 horsepower, and only the time-sharing four-wheel drive and the rear axle differential lock, the configuration thickness can not be compared with the standard tank 500. Urban SUVs such as the Toyota Highlander, Ford Explorer and Mercedes-Benz GLE are not eligible to compete with the Tank 500. On the whole, the tank 500 has no direct competitors in the 300,000-yuan level hardcore off-road vehicle. Under the premise that the performance does not collapse, the best-selling seems to be taken for granted.
But the secret to the real success of the Tank 500 is not the tough hardcore off-road performance.
"Strong is justice" is the advertising slogan set by Great Wall Motors for tank 500. The word "powerful" is easy to understand, referring to the hard product strength of the car. The word "justice" is worth savoring. The hardcore off-road vehicle market is almost the world of "foreigners". They take their own interests as the core and set imperfect rules of the game: they provide excellent off-road performance, and comfort is discounted; because they are hardcore off-road vehicles, they have to save a lot of materials. In short, the mainstream joint venture off-road vehicles on the market almost all have the phenomenon of "lack of weight and short two".
It is precisely because there is no choice, consumers are forced to develop the cognition of "fish and bear paws can not be both": "Since it is a hardcore off-road, XX performance is bad and patient." "Tank 500 does the opposite, breaking the rules of the game and unleashing user demand.
In fact, no matter in which country, off-road is only a niche demand, and the car is driven in the city most of the time. Tank 500 is to ensure the needs of off-road at the same time, to the greatest extent to meet the needs of urban driving: 3.0T V6 + "three locks", to provide strong off-road performance; exquisite exterior interior, high-quality workmanship materials, to provide a comfortable visual experience; intelligent car machine system and L2 level automatic driving assistance system, to provide rich driving fun; good NVH and comfortable chassis, to ensure comfortable driving on urban roads.
In the past, the market was controlled by "foreigners", in order to maximize their own interests, the so-called "justice" was implemented: what the car had, they had the final say; the real needs of consumers did not have to be fully satisfied. Tank 500 breaks through the rules of the game and breaks the "fish and bear paw can not have both" blindfold with facts. The needs buried in the heart are activated, and there is no longer to endure the "lack of weight and short two", and consumers are naturally willing to throw olive branches to the tank 500. To put it mildly, the fire of tank 500 is inevitable.
Looking back at the advertising slogan of "strong is justice", I think tank 500 is to be a catfish, promote the reform of the 300,000-yuan hardcore off-road market, and interpret the "justice" of really making cars with heart: hardcore off-road vehicles, the design can also be comfortable, the configuration can be complete, and the price can be thick.