When you can buy a Camry for 140,000, will you think: I'll go! Against the sky, hurry up and grab ah, the hand is slow!
When you can buy an Accord for 140,000 yuan, will you think: Motorcycles are available, who is still rare?
But don't dream, we can't buy the new Camry and Accord of 140,000, because the big guy with an annual sales of 200,000 units will tell us personally: Don't dream, give you a few thousand discounts and steal the fun!
The establishment of the automobile market price system, since the introduction of foreign capital into The country, has been dominated by their rules of the game, but with the rise of domestic production, after breaking through the model positioning and pricing system, it is already the mainstream consciousness not to want to be just a follower.
Even the new positioning of foreign brands in the second camp has abandoned the way they used to play, and 140,000 people buy a brand new joint venture mid-size car, and even an uncommon joint venture cross-border medium-sized car, which has begun to become popular.
And this will, the same 140,000, we can even buy a hot domestic compact car, the right to speak of car prices ≠ foreign capital to decide, the world has changed, and some car companies are also under great pressure!
"Foreign capital" became "local", 140,000 bought medium-sized cars
___________ ___________
On March 18, the new generation of Ford Mondeo opened pre-sale, priced at 159,800-219,800, with a standard 2.0T engine and an ST-Line kit on top.
If the Beijing Auto Show on April 21 is not postponed due to the epidemic, then this fifth-generation Mondeo will be listed, and now that the postponement of the auto show has been confirmed, the listing time of Mondeo does not rule out another plan.
In order to make room for the new car, the 2020 model of Mondeo is only 192,800 fashion models and 213,800 luxury models online, and the rest of the cars have been removed from the shelves, and it is obvious that the inventory clearance step has been carried out.
But there is an interesting phenomenon, compared with the 2018 179,800-selling comfort type, the new generation of Mondeo pre-sale starting price is only 159,800, directly lowering the threshold by 20,000, which is the first time since Mondeo was produced in 2004 to hit such a low price, this decision is absolutely groundbreaking.
The fifth generation of Mondeo's self-surrender, and no longer follow the design of the traditional sedan, using the powertrain of the entire series of 2.0T to hit the power specifications of almost 1.5T in the same class, these actions are transmitting a message: the fifth generation of Mondeo wants to be its own faction.
The fifth generation of Mondeo was developed by Changan Ford, and like EVOS, Ruiji, and Adventurer, they all adopted the C2 platform.
In particular, the new design language follows the pace of EVOS, and even due to the lower visual center of gravity, the flatter 3D parametric scale armor grille will look more coordinated, and don't forget, EVOS is also a special model dominated by Changan Ford.
Therefore, the nearly 5 meters long, nearly 3 meters wheelbase, and very slippery shape make this new car full of local atmosphere.
More precisely, making an American mid-size car into a Chinese more acceptable appearance is the identity of the new Mondeo.
Large space, 1.1 meter screen, localized software services... In addition to the car logo can symbolize that this car is of American blood, its heart has long belonged to China.
Of course, those with a similar degree of surprise also include the Citroën Versailles C5 X, which was popular last year, not only took a very authentic network explosion name, but also because of the unique cross-border style design, so that versailles C5 X became a personality choice for illegal faith users as soon as it was listed.
You know, Versailles C5 X more subscribers and illegally old owners, but from other brands outflow into, this wave of customers to grab is undoubtedly a little skill.
However, in addition to the unique shape and details of the materials used in the cabin, the price of only 143,700 yuan has pushed the Versailles C5 X.
Even if this car still uses torsion beam suspension, Volkswagen still pays for the unique torque beam tuning of the French system, which will not be criticized, on the contrary, the Versailles C5 X has become the most popular model in the French car in recent years.
This car is also the positioning of a medium-sized car, even if its size is not as good as the new Mondeo, but the identity of the joint venture car has brought the price to the level of 140,000, and it is obvious that it has declared war on both A-class and B-class cars.
Although this kind of misplaced competition is not new, it is indeed not common in the B-class car camp of mainstream joint venture brands.
Alternative punches from the second camp
_______ _______
From the Japanese system to the mainstream of the market, even if the German system has a rhythm that cannot catch up, it is still close behind.
For example, the Camry sold 216,000 units last year, the Accord with 201,000 units, and the Tianlai with 162,000 units.
These three Japanese cars have become the top of the B-class cars in the mainstream domestic brands, while Maiteng's 137,000 units and Passat's 114,000 units are behind.
In addition, both the American and French systems have been marginalized, especially the fourth generation of Mondeo, which has not been replaced for 10 years, and only sold 33,000 units last year.
From the initial reliance on "Martin face" to become the object of everyone's hot discussion, to the few people who asked, and even in the past 2 years, the Japanese Ashkenazi competitors have all done a wave of iteration, and the unmoving Mondeo has faced the problem of lagging product output in the competition.
Now, at the end of the 10-year cycle, the fifth generation of Mondeo finally remembered that his life cycle should be rotated.
The fifth generation of products launched has undergone drastic changes, and even we can't find the shadow of the old model, for Ford China, this replacement of Mondeo will be a new tipping point for Ford's efforts in the Chinese market.
This means that the replacement of Mondeo sales will inevitably increase, but Ford China prefers that this car can avoid confrontation with the first camp and further amplify its product advantages.
For example, even if the entry-level model will not be the most popular model, it will only need to add 20,000 to 179,800 prices (pre-sale) to get the driver assistance system.
Including rear reversing radar, a large long screen of 1.1 meters in the car, the electric adjustment of the main and co-pilot, automatic headlights, and partition air conditioning, etc., can reflect the practical and most innovative intelligent experience.
But the same price on the Camry and Accord, we have a hard time getting these configurations together, at this time the price advantage of the new generation of Mondeo comes out, don't forget, it also comes standard with a 238-horsepower 2.0T engine.
Versailles C5 X is also the same, combining the concept of cars with cross-border, in the face of the personalized pursuit of young users, the French car in recent years has been too solidified thinking to break, the idea is bolder, the practice is more bold.
Although the Versailles C5 X was launched in September last year, a total of 13,937 units were sold in more than three months, but this has become the "best-selling" model of French cars in China, and this excitement has not been seen in Many Years.
Therefore, at the moment when the first camp has a high market share, the second camp has begun to make new ways to play.
First of all, in the price strategy, they no longer follow the rules they set in the past, and the new product positioning and misplaced competition are opportunities for them to find new breakthroughs, and now their sense of existence is obviously higher.
Domestic MPV tries to replicate successful cases
__________ __________
In fact, from the replacement of Mondeo and Versailles C5 X, we can see that the domestic MPV has a similar approach, no longer sticking to the direct competition with the opponent, and opening up a new track by itself.
The difference is that the latter track is in the direction of electrification, trying to make a difference from the traditional track and share a piece of the pie, and this year will be a year of concentrated power for mid-to-high-end MPV.
The entry of new forces, from the change of operating model to the promotion of the concept of intelligent vehicles, has given traditional car companies too many high-threshold demonstrations.
Today, the most vocal in this new track is undoubtedly Tesla, Weilai, Xiaopeng, Ideal and other enterprises, who have become the absolute promoters of the evolution of automobile electrification.
Even the new rules of the game established by these new forces at the head have put traditional car companies in a very passive situation:
The same price, how high the configuration can be given, how good the auxiliary driving system, how long the endurance, how strong the performance, etc., the new domestic forces are already mainstream players in the face of the new rules.
At this time, Mercedes-Benz, BMW, Toyota, etc. are passive, taking Mercedes-Benz EQC as an example, the sales volume in 2021 is 6098 units, but the sales volume of the NIO ES8 reaches 20050 units, and the EC6+ES6 has 71379 units.
The BMW iX3, which has slightly better sales, is only 21,000 units, and it has not shown a strong posture in the fuel camp by virtue of its brand advantage.
In the face of entering the era of electrification, the domestic automobile pattern has obviously undergone major changes, and now, Hongqi, Lantu, Denza and other car companies are trying to replicate the successful experience of the first batch of crab-eating people and exert efforts in the field of high-end MPV in new energy.
Lantu Dreamer came up with a 5315mm length and a 3200mm wheelbase to take the lead, the size is even better than The Alpha, especially the car is also equipped with 5G in-car entertainment and office system, zero-pressure aviation massage seats and rear TV and other configurations, Lantu wants to make the Dreamer into a high-end business MPV identity.
Dreamer will also continue lantu FREE pure electricity + extender two technical routes, using the advantages of domestic vehicle omni-channel supply chain, as well as new marketing methods, Lantu to dream of the image of the high-end step in place.
Red Flag MPV spy photo
Coincidentally, Hongqi MPV and Denza MPV have also begun to exert their strength, Hongqi MPV can use the height of its own brand, coupled with the construction of high-end models such as Hongqi H9, E-HS9 and HS7 in recent years, it has established the ability of Hongqi brand to integrate in high-end car series.
In the face of the three-child policy and the upgrading of travel consumption, it is an excellent opportunity to further develop the Hongqi market segment and lay out the big family of car families.
Official rendering of Denza MPV
Denza has been a bit inadequate in recent years, although under the joint efforts of Mercedes-Benz and BYD, the new Denza X fist product was born, but the product image left over from the "Denza" product, as well as similar product points with BYD Tang, such as DM insertion and mixing system, etc., make Denza X no longer so different.
At present, Denza is about to launch its own high-end MPV products, and the official announcement will be optimized on the car logo to better fit the positioning of high-end MPV models.
In other words, even if the Denza MPV adopts the same set of powertrains as BYD, or even has the same origin as Di-Link on the interconnection of vehicles and machines, the new optimized logo will give this high-end MPV a new identity.
Moreover, Denza was originally scheduled to exhibit as an independent brand at the Beijing Auto Show, and Denza wanted to get rid of the brand image that was too attached to Mercedes-Benz and BYD.
Judging from various actions, the traditional fuel vehicles in the second camp take the medium-sized car as a breakthrough and make the most powerful competition through dislocation competition and skill point fullness.
The domestic brands that fight at home are trying to emulate the early adopters of the new forces after a large number of entries in 2018, and do non-traditional MPV models in the high-end MPV field, such as not launching direct competitors similar to Odyssey and GL8, choosing to combine electrification, as well as more high-end positioning and intelligent means to lay out the high-end MPV travel field.
But dao a thousand say ten thousand, their ultimate purpose is only one: to recover or seize more market share, through product dislocation competition and differentiated marketing, bigger and stronger or first to be strong!