The vents of the mid-size SUV have blown up!
Looking back at the 2021 car market sales data released by the Association of Passenger Vehicles, the SUV segment handed over 9.845 million units in the whole year, a year-on-year growth rate of 6.4% of the report card, second only to the 9.221 million vehicle sales of cars.
The reason why it failed to counterattack the car, the year-on-year decline of the A-class compact SUV is the main factor. The data shows that in 2021, the sales volume of A-class compact SUVs was 5.618 million units, although the volume was still large enough, but it fell by 2.6% year-on-year, more or less dragging some hind legs.
The B-class medium-sizeD SUV has a fluttering posture against the trend, selling a total of 2.004 million units in the whole year, the year-on-year growth rate soared to 26.1%, and the market share rose to 9.9%, becoming the second largest market segment of the SUV category.
As an important upstream and downstream market in the SUV car market, the card slot effect of medium-sized SUVs is very prominent. Coupled with the fact that the general trend of consumption upgrading in the automobile market has become more and more prominent in recent years, these have created fertile soil for the outbreak of medium-sized SUVs.
President of Jiangling Ford Automotive Technology (Shanghai) Co., Ltd. announced the price of Lingrui to Xiang Jinping
On March 28, Jiangling Ford Lingrui was officially listed, with a price range of 139,800-16.58 million yuan. In the eyes of many people in the industry, riding on the high-speed train of the medium-sized SUV era, Lingrui is expected to make some famous, the old order of the joint venture medium-sized SUV market, this time may be broken by Lingrui!
Why is Lingrui a disruptor?
First of all, we need to know, what is the old order of the so-called joint venture mid-size SUVs?
First, consumers can choose very few models, break their fingers and count the past are those models; second, the purchase threshold of these models is mostly relatively high, the price is concentrated between two or three hundred thousand yuan, and some run to 400,000; the third is that there are only a few perfect models, either the configuration is low, or the power is weak, or the fuel consumption is high...
Take the top 10 sales of medium-sized SUVs in 2021 as an example, which is the following table. In addition to Tesla Model Y, Mercedes-Benz GLC, BMW X3, Audi Q5L these four high-priced luxury models, as well as Hongqi HS5, Tiggo 8 and Jietu X70 these three independent models, the remaining joint venture models are only Tiguan L, Tanyue and Highlander, plus the UNcorvir PLUS, UR-V/ Guandao, Explorer and other models that did not enter the list, to be honest, the popular mainstream models that can be selected by consumers are actually these few.
That is to say, over the years, in the old order of these joint venture mid-size SUV models, everyone has formed a general perception of "no choice" and "will choose", and the stereotype of this market segment is always like this.
To put it bluntly, consumers have actually been holding back for many years, and it is clear that medium-sized SUVs have ushered in a blowout tide, but the supply side is such a scene. In particular, young consumer groups have run into the market, making them expect a better choice, rather than passively adapting to the rules of the game at this stage.
Therefore, after watching the March 28 Lingrui Challenge Night, some netizens could not help but sigh in the circle of friends and other social media: Lingrui's emergence has subverted the previous situation, and the identity of the joint venture medium-sized SUV only needs a price of 13.98-16.58 million yuan, which was unimaginable before, but now it has become a reality.
And one of the author's small hair is one of these netizens. Working hard in Hangzhou, a new first-tier city, he is now also successfully settled down, although the house is not in the core area of the city, the area is not large, but the life is still warm and happy. At present, his most urgent task is to replace this compact A-class car with a joint venture mid-size SUV in one step.
In his eyes, Lingrui is not to say that it is an absolutely perfect model, but it solves the anxiety of the above-mentioned joint venture mid-size SUV demand. The price of 13.98-16.58 million yuan is not expensive, and the various products from the inside to the outside are also very capable, which is a subversive performance that makes me very pleased.
Looking down at the CR-V, RAV4 and other joint venture models in the compact SUV market, although the number of models in this segment is still relatively rich, but a fact that cannot be ignored, consumers will ask themselves in their hearts after seeing the stronger product strength of Lingrui and more competitive prices, why do not choose such a good medium-sized SUV, and have to buy a compact SUV at a more expensive price?
So this is Lingrui's "up and down take all" strength, which not only breaks the old order of medium-sized SUVs, but also brings a lot of pressure to compact SUVs.
Where is Lingrui's subversive strength?
Realistically speaking, "subversion" is a very exaggerated word, it is not a gentle wind and rain, nor is it gradual, but a domineering spirit of sacrificing others.
Talking about "subversion" is tantamount to writing a book and fighting in the ring, and it is not possible to win victory by relying on a few words. The joint venture competitors in this market segment are not unknown, so where is the subversive strength of Lingrui?
Judging from the core information released by Lingrui 'Challenge Night' on March 28, there are basically three points. The first is the wide-body design, it is difficult to imagine that the width of the lingrui car has reached 1935mm, the front shoulder space is 1494mm, and the rear shoulder is 1484mm, which gives it an atmospheric appearance at the same time, but also brings a more realistic interior seating space.
Because in the traditional sense, about SUV models, everyone's attention is more on the vertical space (X direction) such as knees and legs, and there is little attention to the horizontal space (Y direction), which is obviously not enough from the user's riding experience.
Based on the average adult male shoulder width of about 380mm, it takes 1140mm for three people to sit in the back row. The rear shoulder space of Lingrui has reached 1484mm, which makes it possible to ensure a comfortable and decent riding experience for all passengers in the rear seat when there are 3 full seats.
In addition, the rear of the Lingrui has the optimal middle channel size of 295mm, coupled with the flat central platform of the rear, which doubles to ensure that passengers in the middle of the rear can also enjoy excellent comfort, which is the real sense of the medium SUV.
The second is pioneer technology. Lingrui is equipped with ford Co-Pilot360TM intelligent driving assistance system, including LRAS track reversing, DCLC intelligent lane change assist, APA 5.0 integrated vision fully automatic parking, and the fifth generation of ACC full speed domain adaptive cruise with queuing function.
From a professional point of view, what kind of intelligent driving experience can be brought to users by intelligent driving assistance systems depends on hardware and algorithms. As a "low-key" traditional car manufacturer, Ford has long paved the way for the advent of a higher-end intelligent driving era in the future through hardware embedding and software upgrades.
No, Jiangling Ford did not hesitate to configure 12 ultrasonic radar + 4 high-definition cameras + 3 millimeter wave radar + 2 monocular cameras for Lingrui, as well as mobileye Q4 chip + Infineon AURIX TriCore radar processing chip composed of radar + vision fusion solution. This set of the most mature and reliable combination at present makes Lingrui's hardware and algorithms completely reach the level of being on par with the new forces.
If you've experienced the system on other Ford models, you should be impressed. The first is that it is very simple to operate, and it can be operated flexibly by using the shortcut keys on the left side of the multi-function steering wheel. The second is that it feels great, you can briefly release the steering wheel on specific roads such as highways, and the car is adsorbed in the lane like a magnet to drive in a regular manner, and experience the intelligent driving assistance solution that does not lose the new power of car manufacturing.
Wang Tianyi, Product Manager of Jiangling Ford Lingrui
There is also Tencent's TAI4.0 vehicle machine system, road-level accurate AR real-world navigation and "butler-style" intelligent interconnection system, which also has everything in Lingrui. For young people who have long been accustomed to using sound to control navigation, air conditioning, multimedia systems and other content, driving Lingrui can easily enter the driving environment they are accustomed to, and the agile response of the car system and the clear and smooth double screen make young people clap their hands.
The third is high-energy quality. The core embodiment is Ford's manipulation DNA flowing in the blood, which has been passed down in Lingrui this time.
Ford's high-performance EcoBoost170 turbocharged engine is also a well-known and famous mainstream engine, with a maximum power of 125 kW and a peak torque of 260 N·m, matched by a 7-speed wet dual-clutch transmission from Magna.
Relying on this set of powertrains, Lingrui not only shows its stable and homely side, thanks to its own wide body and the above 1.5T power reserve, whether it is on the city road or highway, giving people a very stable and down-to-earth feeling. And when you switch to sport mode, the Ford EcoBoost power can fully explode under the combination of 7-speed dual-clutch. Frustration and pushback can instantly stimulate the driver's hormones, and the sport DNA of centennial Ford is also displayed in many aspects such as the flexible support of the chassis suspension and the precise pointing of the steering wheel.
What else is the value of Lingrui?
In addition to the above-mentioned hardware product strength that can be seen and touched, Lingrui also has its own unique experience in operating users. Although this belongs to the brand level and is not perceived by the naked eye, it is something that young people care about very much.
For example, Lingrui launched six major gifts, such as the deposit expansion gift, the first owner's exclusive engine and transmission core components lifetime warranty, and lifetime free data traffic, covering pre-sales, after-sales and car life every day.
This means that young people do not have to worry about the lack of purse and affect the purchase of a car, nor do they have to worry about the quality of core components after buying a car, whether the flow is enough, and other messy things, because there is Jiangling Ford Technology behind it. In fact, it can also be understood that the user only needs to be responsible for playing, and the rest is responsible for Jiangling Ford Technology.
Standing in the user's point of view to think about the problem, using the user's own language to express their most concerned things, to help users quickly get the products and services they need, this is the typical user thinking.
This is not the end, around the customer experience of people and cars, life, Jiangling Ford Technology has also brought a lot of interesting ways to play. It's like unlocking a lot of new customer experience programs for "Family Space Home Space Ford Experience Store" and "Always on" that allow users to have a lot of car life enjoyment.
Many of the early adopters shared similar experiences on social media. Going to the "Family Space Home Space Ford Experience Store" is a bit like going home, not only the pre-sales and after-sales services are transparent, warm and caring, far beyond the treatment of family.
What's more interesting is that here you can also unlock a lot of social, salon and other experiences, such as exchanging car experiences with a group of like-minded friends at the Family Space Space Ford Experience Store, and even teaming up for a 318 exploration trip. It is no wonder that some Jiangling Ford owners will proudly share in the circle of friends, every time they go here, it is like going to IKEA, this sense of experience is unprecedented.
It can be seen that Lingrui not only provides users with the most basic needs for negotiation, repair, maintenance, etc., but also adds social sharing and user circle ecological construction, coupled with the empowerment of Family Space's home space, which is a set of user value systems that Lingrui is practicing.
【Conclusion】Some media described the evening of March 28 as an "earthquake" in the joint venture medium-sized SUV market, and compact SUVs can also feel the earthquake. There are also media interpretations that Lingrui does not talk about Wude this time, which is completely the price of the mid-size SUV market. Indeed, based on the above content, the old order of the joint venture medium-sized SUV that has been silent for many years is indeed subverted by Lingrui at present, and next, we may as well let the bullets fly for a while to see what kind of answers Lingrui will hand over?