Liang Jingru has a song called "Courage", "Love really needs courage to face gossip". Is the same true for car building?
Yesterday I happened to see the new MPV model of the JAC Ruifeng L6 MAX, and the first thing that came to mind was who gave the courage? As an independent brand MPV, the guidance price of 17.28-21.88 million is who gives the courage?
Who gave you courage
This paragraph was written to the car makers of Jianghuai Automobile, who gave you the courage to set the price so high?
Big Cake would like to ask the executives of Jianghuai Automobile, are you willing to spend 200,000 yuan to buy a Ruifeng L6 MAX?
Of course, the market is not without 200,000 range of independent brand MPV, Roewe iMAX8 top with more than 250,000, GAC Trumpchi M8 price ceiling is higher, but this does not mean that the pricing of the Ruifeng L6 MAX can also be aligned.
To put it mildly, the pricing of the Ruifeng L6 MAX is called unclear.
Can't figure out the positioning of the brand, can't figure out the needs of consumers, and can't figure out the direction of the market.
For the price range of 200,000, consumers can choose too wide, first of all, the joint venture brand of mid-level cars, compact SUV, new energy mid-level vehicles...
The MPV market is narrow, especially the Size and Shape MPV of the Ruifeng L6 MAX, and the demand for pure family use or as the only family car may be very narrow. It is more for the business market, or the demand for improvement.
Since the price of the Ruifeng L6 MAX is not comparable to the industry hegemon such as the Buick GL8, adding tens of thousands of GL8s may be the common idea of many MPV consumers at this level.
After all, with the Ruifeng L6 MAX, the Buick GL8 that spends tens of thousands more has more face on business receptions.
To put it bluntly, consumers who can afford to buy the Swiss Wind L6 MAX can't look at it, and the riders who want to buy their own brand MPV may feel that the price of the Swiss Wind L6 MAX is too high, and there is a cognitive difference between the buyer and seller.
Some riders may say that compared to the Buick GL8, the price of the Ruifeng L6 MAX is tens of thousands lower, and the space is also very good, is there no advantage? Pie feels that there is a certain truth in this view, and the reason why GAC Legend M8 can have a good market performance is actually based on these advantages. However, compared with the GAC Legend M8 and other independent brand MPV, the brand disadvantages of the Ruifeng L6 MAX are very detailed. Whether it is Roewe or Trumpchi, these brands have always been operating in the passenger car market, and JAC's previous brands have given people a deep-rooted impression of trucks, vans... There have been several good SUVs before, but now it seems to have slowly faded out of people's vision, for a non-mainstream passenger car brand, it is difficult for consumers to be willing to use the price and thinking of passenger cars to spend money.
So is the Ruifeng L6 MAX really not going to have a head start?
Pie feels that at least the current MPV market situation and pattern are actually very unfriendly to products such as the Ruifeng L6 MAX. Price is an important indicator, but behind the price also needs the support of the brand and many other factors, at least from the current analysis of the actual situation, Ruifeng L6 MAX is still a long way from the hot sale.
I don't know if the riders agree with the pie's point of view?