Tank 500 is on the market! Compared with the new car listing activities that Yipinjun has participated in, its creativity is not the most amazing, but in the Douyin hot list of the day, "Tank 500 Listing" and "Tank 500 Real Car Experience" have become topics with nearly 10 million clicks, and the two topics ranked in the top two of the Douyin hot list.
In the current special period, there is no grand stage, no Internet celebrity singing, and everything is completed in a seemingly silent way. But in the vibrato of "eating melon masses vane", Tank 500 realizes traffic for product marketing services.
1
Niche models, mass demand
In fact, in the listing communication group, the snowflake-like news is overwhelming, and for a while I have an illusion: Chinese consumers love off-road vehicles so much? In the listing communication group, the news links from the national media are like the Congratulatory Message of the Spring Festival Gala. "Top stream", "national luxury off-road", "opening up a new path for high-end brands" and so on have become frequent entries in the titles of media articles.
At present, due to various factors, the off-road vehicle market is generally in a shrinking state, whether it is a joint venture or an imported car, it is difficult to buy a product that ordinary people can afford and the performance is worthy of the title of "off-road vehicle". Parallel import car channels will also discourage most buyers due to problems in later use.
Looking around the entire off-road camp, whether it is a joint venture or an imported model, in the three dimensions of considering the power, off-road configuration, and high brand premium, the price is almost no model less than 400,000. Prado, like Pajero, not only has an impact on the sustainable development of the off-road market, but also the spiritual and emotional sustenance of off-road players. In addition to the consumption of off-road vehicles, cultural and emotional consumption is also an equally important part. In the future, the growth rate of this market will not be as large as that of mainstream passenger cars, but the scarcity of models will lead to a high demand in a small range, in other words, as long as a single model aims at pain points, it is difficult not to succeed. However, the professionalism of the off-road vehicle market and the use scenarios faced by off-road users determine that it is difficult for brands without product accumulation to go on.
From a more practical level, this price range, Japanese off-road vehicles were once the mainstay, and the users who bought them also had good spending power. With the suspension of production of Prado and Pajero, it also means that in the era of China 6B, the joint venture brand will no longer directly enter the field of off-road vehicles in the short term. On the whole, the advent of the Tank 500 does have some market appreciation and eating meaning.
From the data point of view, in the past 10 years, the market for off-road vehicles has shrunk by 90%, and the market share in SUVs has dropped from 20% to 2%. The scarcity of models and high prices have led to the slow development of the off-road vehicle market, or the dual impact of technology and market, resulting in mainstream car companies not having the energy to exert efforts on the off-road vehicle market. However, for the brand specializing in off-road categories such as "tank", even if it is still slightly niche in the face of the mainstream model market, it is enough to support the brand to dig deep into the off-road vehicle market and become a Volkswagen model in the niche demand.
2
V6 is not only a technical benchmark, but also a market value
Some say tank 500 fulfills the V6 dream of the Great Wall many years ago. Because as early as the Haval H8 era, it was rumored that the Great Wall was planning the V6 engine, and to the Haval H9, the report on the 3.0T was still the beginning and the end of the dragon. It can be said that during that period, the off-road vehicle market was still dominated by the Japanese. At that time, even if the great wall launched 3.0T, it was more symbolic than market demand, coupled with factors such as the research and development cycle, so that the V6 engine repeatedly jumped the ticket.
The off-road vehicle market where the tank 500 is located, and the benchmark model it is aiming at, it is necessary to be equipped with a 3.0T V6 engine. For the high-end off-road vehicle market, this power standard is an admission ticket. Compared with those Japanese off-road vehicles that have been discontinued and have used 3.5L and 4.0L engines, the 3.0T can meet the emission and power needs, and the performance is even better. From the perspective of off-road demand, the tank 500 is not light in quality, and the strong torque of 3.0T can overcome the loss of power at altitude, which is very necessary for off-road users. Therefore, Yipinjun does not agree with the statement that the tank 500 is equipped with a 3.0T V6 just for dreams. Any technology put into practice must be supported by demand, especially for the off-road vehicle market.
When it comes to off-road vehicles, talking about luxury and intelligence seems to be out of place. But there is no denying that this is an innovation in the tank series. It can even be said that it breaks the off-road vehicle product standard defined by the joint venture brand and makes the off-road vehicle more humane. In particular, the intelligent cruise configuration can greatly alleviate the fatigue of long-distance off-road. The more passenger interior design also bids farewell to the old-fashioned interior of the off-road vehicle. Even the Prado, which starts at more than 400,000 yuan, is only a functional off-road vehicle, because in pursuit of luxury, you have to spend an extra car budget to buy the Lexus GX. And tank 500, in addition to the brand value needs to continue to be recognized by the market, product stability needs to be tested by the market, Prado can give you tank 500 is not bad.
Under the influence of market demand and product vacancies, the tank 500 provides 3.0T power, a full set of off-road configurations, plus luxury and intelligent functions, and a price range of 335,000-395,000 yuan, which can be said to be very favorable. So that such a product strategy, so that another off-road brand, all feel the Great Wall across the river to launch BJ60. Tank 500 benchmarks is beyond the prado's comprehensive product strength, in the future if it can replace the prado, it also indicates that its product strategy has been recognized by consumers.
As an independent luxury off-road brand, the "Tank" series is constantly making up for the market gap caused by the discontinuation of joint venture models, during which the tank series is also constantly breaking the rules formulated by traditional off-road models, especially in the three aspects of intelligence, luxury and power, compared to the joint venture brand has been blue and better than blue.
Can the Tank 500 become the "Chinese Prado"? Let's wait and see!