I still clearly remember the Chengdu Auto Show in July 2020, the Tank 300 was first unveiled to the public, as a niche model that focuses on hardcore off-road, it was casually placed on the WEY booth, and if the media wanted to shoot, no one cared how long it took. But later, the myth of 300 is also known to everyone, by March this year, the number of orders for tank APP has exceeded 250,000 units, and at the same time, it is only the order of October last year. The monthly sales of this car do not look at how much can actually be sold, only look at how much the production line can make, and every prospective owner who has been waiting for nearly half a year knows what a car is difficult to find.
Ten years of cold window no one asked, in one fell swoop became famous in the world.
At the Guangzhou Auto Show in November 2021, the 500 Tank, which focuses on business luxury, was unveiled for the first time. There are 300 pearls in front, 500 let the entire car circle see what is called the attention of the people, the big Vs each show their magic a day in advance to sneak into the platform to seize the first launch, the official conference scene is crowded, there is no invitation to the media, more than some.
On March 18, 2022, the tank 500 was finally listed in Beijing, and the official price and the pre-sale price were exactly the same, 335,000-39.5 million yuan, without suspense. Without any price reduction gimmicks, without any preferential policies, this is definitely the confidence that scarce product strength and super high attention bring to it, but obviously, the market's test of the tank 500 has only just begun. Rising oil prices and unknown lead times, each of which is a roadblock in front of the Tank 500.
Tank 500
Bet on 3.0TV6 to seize the blue ocean of the domestic luxury off-road vehicle market
Tank 500 in what posture in the public eye, is 3.0TV6 + independent research and development of 9AT + 48V mix + BorgWarner's latest generation with MLock mechanical lock intelligent four-wheel drive system + non-load-bearing body, called a "domestic SUV ceiling" is really not exaggerated. The tank brand even put the publicity focus entirely on the positioning of business luxury, and is not willing to say too much about its off-road capabilities, after all, the only two in the world at present, and the F-150 Raptor-like intelligent four-wheel drive system, without blowing to prove everything. In addition, tank 500 also changed the stereotype of hardcore off-road in addition to off-road, exquisite interior, comfortable seats, luxurious configuration, intelligent technology and quiet cockpit, all make the tank 500 and other functional off-road vehicles have a completely different image, tank brand CEO Liu Yanzhao in the group interview after the listing is also very confident, "tank 500 to bring users the value far more than the price."
Under the whirlwind pure electric wave of the automobile market, the tank brand can be described as going against the current, insisting on doing traditional fuel off-road vehicles, which they are internally called "anti-consensus and correct". Indeed, where there is demand, there is a market, and of course, the Great Wall must have the technical ability to support this dream. Under the policy of double integration, the 3.0TV6 twin-turbo engine will be in a state of scarcity of "buy and cherish" for a long time, and large-displacement fuel vehicles are not only handsome to many riders, but also a feeling. If you don't have the money to buy a million-displacement luxury off-road vehicle, then choosing the Tank 500 may become the only way to quickly realize your dreams. Do you want to say that a domestic car is priced at 350,000 yuan? That's certainly expensive, but aren't you saying it's worth it? I think it's worth it for the players.
Does the tank 500 have no weaknesses? Of course, its direct competitor is oil prices. Under the question about the tank 500, there are always people who ask about fuel consumption, and after the oil price breaks nine, this anxiety is even more spread. After all, the fuel consumption of the tank 300 often makes the owner feel that he is not worthy to drive. However, the R & D team of tank 500 has obviously prejudged the market's prediction, in terms of fuel economy has made a lot of efforts, a week before the listing of Moganshan when I carried out pre-market test drive, found that this car in the city ring + high-speed cruise state, 100 km fuel consumption of about 12L, and in the city ground driving, 100 km fuel consumption does not exceed 15L, although the specific fuel consumption performance has yet to be tested for a long time, but the tank 500 is more fuel efficient than the tank 300, it is already an indisputable fact, under this premise , it seems that the price of paying for the feelings is cheaper.
Tank brand CEO Liu Yanzhao and CMO Cui Zhuojia
Delivery speed will do our best to deliver services to benchmark luxury brands
Every car owner who pays attention to the tank 500 starts with "how much to pick up the car", but for the more than 20,000 prospective owners who have been ordered so far, they are more concerned about only one thing - when to pick up the car.
But unfortunately, due to the launch of the new production line, the shortage of parts and components and the triple impact of the epidemic, although Liu Yanzhao promised to "actively prepare goods", I am afraid that the prospective owners will have to wait patiently for some time.
In terms of production capacity, Tank 500 and Tank 300 use different production lines, Tank 300 is in Chongqing Factory, Tank 500 is in Jingmen Factory, so we don't have to worry about tank brands affecting the delivery of 500 in order to ensure the delivery of 300, these two cars do not have any conflict in production. However, each new production line cannot reach full capacity when it is launched, so it is basically impossible to expect that the tank 500 will be able to start large-scale delivery in the near future.
Compared with the delivery speed, the tank brand wants to do a good job, which is to deliver the service. In fact, to the price range of 350,000 yuan positioned by tank 500, the user's appeal to the product and brand is not only the product itself, but also its service, brand added value and even emotional value. After the tank 500, the tank will also launch 700, 800 and other positioning of more high-end luxury off-road vehicles, shouldering the determination of the entire Great Wall "brand up". Then the tank that is committed to creating the "world's first brand of luxury off-road SUV", the delivery service must reach the level of luxury brand. And their current learning objects are also very clear, that is, new power brands such as Weilai, Xiaopeng and Ideal. Liu Yanzhao mentioned, "Starting from tank 500, conventional delivery will be carefully planned and followed, after the delivery of the vehicle, there will be a small team to follow up on what users want to go, and the tank terminal channel system and service system will gradually fission, upgrade, and match the brand positioning." ”
At present, tank brands are taking tank 500 as an opportunity to build the entire service strategic system, including tank supermarkets, tank experience centers, tank delivery centers and other offline channels, channels will give priority to fission from first, second and third-tier cities, and the number of planning will reach 150. While ensuring the quality of service, tanks will also cooperate with third parties, such as the current Guangzhou experience center is a partnership direct operation model, manufacturers and dealers jointly fund, on the one hand, the local dealer resources are maximized to release, on the other hand, jointly responsible for brand building, aggregating resources to better serve users.
In addition, for the car owner service part, Tank 500 is committed to user co-creation, and build a pleasant life circle with the owner. It is expected that from 2022 onwards, tanks will organize multiple user activities, not only off-road challenges, but also nature conservation, go to Sanjiangyuan and National Park together, and really do something valuable and meaningful. At the same time, there will also be co-creation projects such as tank road books and tank public welfare projects, so that every car owner can show their own light. (Text/White Night)