The price of the BMW X7 in Tianjin Port has dropped to about 900,000, and compared with the price of more than one million yuan of bmw X7 in China, the price of Tianjin Port reflects the fact that the X7 is too difficult to sell.
BMW X7 debut to create a top flagship product image, its opponent is Porsche Cayenne, Mercedes-Benz GLS this level of higher level of models, so in terms of power, size, positioning, pricing, BMW X7 is far higher and better than its own BMW X5.
However, the consumption state reflected in the market is that the market heat of BMW X7 is relatively low, and the pricing rules of the parallel import market are the principle of "survival of the fittest", the price of popular models is high, and the price of unpopular models has dropped again and again.
The opponent of BMW X7 is actually Mercedes-Benz GLS, the two models of product strength is actually similar, and the pricing gap is not large, but as a million luxury cars, in fact, the potential user group needs a stronger brand value, in the social, business can bring better additional effects.
In fact, the price of more than 500,000 luxury SUVs in fact, the gap in product strength is not large, and the user needs are often more realistic brand appeals and market awareness strength.
Mercedes-Benz GLS market share is too strong, with more fans, which is based on the background of Mercedes-Benz operating in the million market all year round, while Mercedes-Benz's "Maybach effect" infected high-end user groups, the emergence of Maybach GLS also further enhanced the cognitive ability of Mercedes-Benz GLS in the market.
These are intangible brand values, brand premium capabilities that a BMW X7 alone cannot surpass.
After all, the current market communication of BMW X7 is not outstanding, more impression is the larger BMW X5, the long-term publicity campaign of BMW X5 has also brought a potential mark to the BMW X7, in fact, the demand for control of millions of user groups is not high.
Among them, there are also factors of potential user demand, the user group with demand for manipulation and the user group with demand for administration are hierarchical, which are two completely different consumer groups, and the administrative positioning of Mercedes-Benz GLS just pinpoints the precise user needs, and this part of the user has strong purchasing power.
But the consumer group that really has a demand for sports has a strong sense of purchase awareness of the BMW X7, but the strength is often one step behind, after all, to the level of buying a car with a million budget, the demand for control is already very weak.
In fact, the real opponent of BMW X7 is not Mercedes-Benz GLS, but Porsche Cayenne low-end, Mercedes-Benz GLE these models, Cayenne has a stronger brand appeal, and Mercedes-Benz GLE although in size, level is slightly lower than BMW X7, but the market recognition, comprehensive product strength is not weaker than BMW X7.
In particular, the comprehensive administrative and sports strength of Mercedes-Benz GLE has indirectly robbed bmw X7 of market share.
At present, BMW X7 and Audi Q8 are relatively awkward, both cars belong to the re-advanced model, but in fact based on bmw X5, Audi Q7 and then upgraded, although there is a significant improvement in product strength, but it is clear that there is no more sublimation in the brand, which makes them have a significant gap in the more advanced passenger car market.
For users, entering the million budget car purchase level, it is not only the product itself, but also the additional demand brought by the brand, and the brand's demand is actually more important than the product.