Recently, the tank 500 was officially launched, and its final price range was also locked at 335,000-395,000 yuan - thus, it also became the first Chinese brand fuel medium and large SUV with a starting price of more than 300,000 yuan.
The reason why the factory dared to price it in this way is largely due to the continuous hot sales of the Tank 300 - so can the Tank 500 replicate such glory? ......
From the price point of view, the joint venture brand models located in this range can be described as "a big grasp", and even can buy a luxury brand of medium-sized SUVs - it is obvious that if users with this spending power consider buying tank 500, they still need to face the problem of how to choose between "brand appeal" and "product hard power".
Restricted by brand influence, domestic car companies have long had the problem of breaking through the "price ceiling". Previously, this range was roughly more than 200,000 yuan - as long as Chinese brand models reach or break through this price band, it is difficult to perform well in terms of sales, such as Changan CS95 and Great Wall's own Haval H9.
Until the emergence of the tank 300, it seems that it has finally succeeded in breaking the above price "blockade". After more than a year of listing, it has still been able to maintain a hot selling trend.
However, it should be pointed out that the price range of the tank 300 has not yet invaded the "traditional territory" of luxury brands. On the other hand, the degree of domestic consumers' attachment and pursuit of luxury brands is enough to see from the fact that when the auto market as a whole showed a downward trend before, the sales of major luxury car companies did not decline but increased.
It can be said that if the price of Chinese brand models breaks through "upwards" again and reaches the level of 300,000 yuan + , users need to choose between domestic car companies and luxury brands - at this time, the competitive pressure that needs to be faced will undoubtedly be greater.
So we can see that while ensuring strong off-road strength, the tank 500 also pays more attention to the creation of a luxurious atmosphere - such as a wide range of leather materials and crystal gears, as well as wood grain trim panels.
In addition, it has also launched a "business version" model without a spare tire, weakening its "wild" side, and the purpose is naturally to let users feel its painstaking efforts at the "luxury" level.
Of course, consumers have long understood that "luxury" is not a simple configuration and a pile of luxury materials, but also reflected in those "invisible" levels. For example, thanks to the accumulation of years of car-making technology and more stringent quality control, luxury brand models have obvious advantages over ordinary joint venture brand models in terms of driving texture, wind noise and overall chassis adjustment.
Therefore, whether the tank 500 can truly establish a "luxury" reputation, the dynamic performance level in the above areas is undoubtedly more critical.
Perhaps, for Great Wall Motors, and even tank brands, whether the tank 500 model can "go" is not the key - its symbolic significance to the brand may be much higher than the actual sales.
First of all, the core power combination of "3.0T+9AT" carried by the tank 500 is called "China's fuel vehicle ceiling" by the factory executives. Therefore, through this product, Great Wall Motors undoubtedly shows its technical precipitation in the core field.
Secondly, the tank brand positioned as "focusing on off-road" does need a high-end model such as toyota Prado and Land Cruiser to shoulder the role of "brand totem" - obviously, the tank 500 needs to take on this heavy responsibility. Under its leadership, the more entry-level models launched by the brand in the future will also be more easily accepted by users.
Finally, let's take a look at who will buy the Tank 500? ......
The previous tank 300 was known as the "big toy for young people"; looking at the tank 500, on the basis of "wild", it significantly improved the luxury comfort of the product - which may mean that users who choose it not only like to pursue "poetry and far away", but also pay more attention to the quality of life.
In the author's opinion, this is likely to be its core competitive advantage - a "wild" model is not as luxurious and comfortable as it is; as for the competitors whose comfort can be compared, they are "not enough to see" in terms of off-road performance.
So, what do you think? ......