Wen\Wei WuXian
7 years ago, when SAIC Volkswagen Lingdu was first launched, it also attracted the attention of many consumers with its excellent shape, especially at that time, there were not many optional models with obvious sports style and youthful styling in the domestic car market, and Once Lingdu was launched, it attracted the attention of many young consumers, and was affectionately called "spicy steamed buns".
Now, after seven years, The new Lingdu L of Lingdu's replacement model has been listed, and the new car has launched 4 versions, priced at 14.99-18.99 million, and the price is basically close to that of the 2021 Lingdu. At the moment when the overall sales performance of SAIC Volkswagen is weak, can Lingdu L inject more vitality into Shanghai Volkswagen and become a new explosive model? Today we will briefly analyze it.
[01] The overall improvement is not obvious, and the cost performance is not synonymous with Lingdu L
Different from Langyi, Bora, Sagitar and other practical car, Lingdu L is actually not a model with cost performance as the main selling point. This can be seen in the power and configuration and the price.
The new Lingdu L based on the Volkswagen MQB Evo platform still uses a 1.4T engine in terms of power, although the previous 1.4T low-power model is cancelled and replaced by the 1.4T high-power model, but in fact, the overall situation has not changed much. In terms of gearbox, it is still matched with a 7-speed dry dual-clutch transmission, and the groove point of the dual-clutch transmission is believed to be obvious to everyone, and the dry dual-clutch will become a minus.
As for the configuration, Lingdu L is also equipped with parallel assist, reversing side warning system, automatic parking entry, electric adjustment of the passenger seat, adaptive far and near lights, rearview mirror automatic anti-glare and other functional configurations, but unfortunately, only the top model priced at 189,900 is enjoyed. And the highly anticipated 12-inch central control screen is only equipped with top and sub-top models.
It can be said that if it is to pay attention to the power configuration and cost performance, the performance of Lingdu L will undoubtedly disappoint many people, but if you value the value, then Lingdu L still has a certain desirability.
The new Lingdu L can be said to be very obvious in appearance, the new car adopts a new exterior design, looks more dynamic, and adopts a frameless door, hatchback rear tailgate and other classic designs, so that he has a better foundation to attract young consumers. In terms of space, the new car is also more slender, with a vehicle length of 4784mm and a wheelbase of 2731mm, which is more in line with the taste of Chinese people who like large cars.
It can be said that the performance of the new Lingdu L is still OK for the new generation of consumers, especially those who value the value of the price. However, for consumers who pursue use value and cost performance, Lingdu L is not the optimal solution.
【02】The competition in the automobile market has intensified, and Lingdu L is facing many challenges
Product level aside, Lingdu L is currently facing many challenges, which will also cause certain constraints on its sales growth.
First of all, SAIC Volkswagen's word-of-mouth image is no longer the same as before. After the collision of the Passat of China Insurance Research Institute, saic-volkswagen's sales and reputation have declined significantly, and now this trend has not been reversed, and consumers' loss of confidence in SAIC Volkswagen will naturally affect the sales volume of Lingdu L.
Secondly, the new generation of consumers is increasingly becoming the main body of car buyers, they have more views on the interconnected attributes and quality-price ratio of cars, and their views on car purchases are more mature. The rise of the new generation of consumers has made the consensus of "Volkswagen this car more advanced" a thing of the past, and only models with more outstanding comprehensive strength in terms of product appearance, configuration, quality and cost performance can gain its favor.
Third, Lingdu L is facing many competitors, its high-end model price has reached 189,900, facing the cross-level attack of Passat, Maiteng, Camry, Accord, Tianlai, Mondeo, and the same level is facing competition from Sagittarius, Civic, Lynk & Co 03 and other models, and the fierce market competition will make it more difficult for Lingdu L to stand out.
Write at the end:
It is not denied that the new Lingdu L has many remarkable places, and its listing also provides consumers with more excellent choices, but it also has to be said that in today's stock competition, Lingdu L is also facing greater competitive pressure, and it will take time to give an answer to whether it can succeed. For ordinary consumers, it is not too late to start after the listing time of Lingdu L increases, and then start after the terminal profit increases.
(This article is originally produced by the editorial department of [Auto Industry] New Media, the author of this article is Wei Wuxian, and the reprint should indicate the source)