Can the monthly sales break through 10,000? Domestic BMW X5 long-axis version of the product strength and competitive product analysis

BMW's domestic X5 was officially listed a few days ago, with a starting price of 605,000 yuan, nearly 100,000 yuan lower than the imported version of 699,900 yuan, but compared with the previous online rumors of 558,000 starting prices, it still exceeded many people's expectations.

However, the domestic BMW X5 is not just about lengthening the wheelbase and body, but for the preferences of Chinese consumers, it has made a series of localization improvements, so that its performance in space and comfort is even comparable to a higher-level luxury large SUV.

As the first medium-sized SUV in the first-line luxury camp to be put into domestic production, what kind of product power does the BMW X5 long-axis version have? Which models will it affect? What will happen to the high-end luxury SUV market?

The lengthening of the domestic BMW X5 has not only improved the space

Since the wheelbase is lengthened, the most concerned is, of course, the size and space.

As shown in the above table, the wheelbase and body length of the domestic BMW X5 are 130mm longer than the imported version, making its wheelbase and higher-level BMW X7 completely flat, but due to the side design of the domestic version of X5, and the length of the front and rear overhangs have not changed, its body is still 103mm shorter than the X7.

This most classic way of lengthening has two effects, the first is that there is no obvious difference between the shape and the standard axis version, but it will be slightly longer than the standard axis version in the side look and feel; secondly, the extended space, all of which is played into the leg space of the rear row.

BMW X5 imported version

BMW X5 domestic version

BMW X7

The effect is very obvious, from the above picture alone, it is enough to see that the rear space of the domestic X5 is much larger than the imported standard shaft version, even compared with the second row of the X7, the domestic X5 is even more spacious.

In fact, the imported standard shaft version of X5, although the level and size are large enough, but space and comfort has not been its core selling point, X5's rear space is not much more spacious than X3, absolute space is not even as good as X1 This compact SUV with front-drive architecture. In addition to brand strength factors such as style and forced grid, the core selling point of the standard axis X5 to attract customers is its handling performance that exceeds the competition at the same level, and space and comfort have not always been the focus of X5 customers.

The domestic version of the long axis X5, the orientation has undergone a significant change, in addition to the rear absolute space greatly increased, the front and rear seats have also been greatly improved, the cushions and backrests have been thickened by 15mm, the sitting feeling is softer and more comfortable, and the angle of the rear seat backrests has also increased from 27 ° of the standard shaft version to 31 °, sitting posture and comfort, and the standard shaft X5 has been judged to be two cars.

In addition, the handling and driving experience of the domestic X5 have also been greatly adjusted for comfort, the steering feel is lighter than the standard shaft version, and the feedback of the chassis to the undulations and bumps has become more soothing, and the overall comfort has been greatly improved.

That is to say, the biggest selling point of the standard axis X5 - control, has been greatly weakened in the domestic X5, and it will no longer have obvious control advantages compared to opponents such as Mercedes-Benz GLE and Audi Q7. But at the same time, the biggest space and comfort shortcomings of the standard shaft X5 have also been completely supplemented by the domestic X5, especially the riding experience of the rear row, which can be said to have become one of the most comfortable models of luxury medium and large SUV.

Therefore, in addition to the difference in price, the domestic and imported X5 completely different product characteristics, the future owner group may have obvious differences, some of the standard shaft X5 customers are bound to choose domestic X5 because of the price, but for the budget is sufficient, and pay more attention to the original BMW control of the customer, or will continue to choose the imported version.

In addition to size and space, what are the differences between domestic and imported X5?

From the appearance alone, in addition to the longer side appearance of the domestic X5 and the difference in the font logo at the rear of the car, the difference between the imported standard shaft version is not very obvious, but there are also some local adjustments.

BMW X5 (Import)

BMW X5 (domestic)

As shown above, there is no obvious difference between the front face of the imported and domestic X5, but under the domestic X5 headlights, the inverted L-shaped chrome decoration has been added, which is weakened compared to the imported version of the sense of sport, but adds some luxury and refinement.

In addition to the adjustment of thickness and angle, the seats in the car have also added red and black collocations, as well as diamond check decoration, which are not available in the imported version.

BMW X5 domestically produced

In the front row, the steering wheel buttons of the domestic X5 have been changed from imported versions of dark plastic to silver metallic materials.

The biggest design change is still the storage area in front of the gear lever, and the domestic X5 cancels the cover plate design and changes it to an open cup holder and a wireless charging board.

In addition, in the rear of the front seats, the imported X5 is a very simple black plastic material, and the domestic version here adds wood grain and leather wrapping with grain, the functionality has not changed, but the atmosphere of the rear passengers is obviously a lot more luxurious, from this point it can also be seen that the domestic X5 experience for the rear passengers is much more important than the imported version.

Looking down, you can appreciate that the adjustments made by the domestic BMW X5 are mainly reflected in the optimization of the overall sense of luxury and comfort, and compared with the previous domestic series of models, the local optimization of the X5 by BMW this time is more detailed and meticulous.

Is the price of such a domestic X5, 60.5-775,000 that has been extended and localized and improved expensive? After going public, how will it affect the luxury SUV segment?

Who are the competitors of the domestic X5?

In the segment of medium and large luxury SUVs, the imported BMW X5 has been a sales benchmark for many years, and even if the Mercedes-Benz GLE in 2019 has brought a great impact, the X5 still maintains a small advantage.

As shown above, the current annual sales scale of BMW X5 and Mercedes-Benz GLE are about 50,000, which is the first echelon of appropriateness, while Volvo XC90 and Audi Q7 are suddenly lower, and the annual sales scale is within 20,000 vehicles. After the Lincoln Aviator achieved domestic production in mid-2020, sales have increased significantly, but the average monthly sales volume is still only more than 1,000 units. As for other brands of the same class, sales are basically negligible.

Considering that the XC90 terminal has a discount of more than 100,000 yuan, and the aviator itself is much lower in pricing, the largest, and even the only opponent of the BMW X5 before domestic production, is the Mercedes-Benz GLE. After the domestic production, in the face of the domestic X5, which has a price drop of about 100,000 yuan, the most affected nature is still GLE, but the Q7, which has a much smaller sales volume itself, and the XC90 and the aviator whose actual main sales price is in the range of 500,000-600,000 yuan, will also bear a lot of pressure.

That is to say, the domestic X5 may not pay too much attention to the XC90 and Aviator models, but the potential customers of the XC90 and the Aviator are likely to lose to the domestic X5.

So in the comparison of these models, how are the respective product strengths?

Size & Space Comparison:

First look at the size and space, the lengthened domestic BMW X5, in the wheelbase has far surpassed other competitors, but the body length is still not as long as the Q7 and the aviator. However, the latter two cars are three-row seat layout, and the domestic X5 is a large five-seater, and the demand faced is not the same.

Mercedes-Benz GLE

Audi Q7

Volvo XC90

Lincoln Aviator

As can be seen from the above figures, although the rear space of the domestic X5 is greatly improved compared to the imported X5, but the competition ratio with other standard shaft versions does not reflect obvious advantages, this is because the imported X5 itself is a smaller space in the medium and large luxury SUV, after the domestic lengthening, it can only be said that it makes up for the space shortcomings, and basically equals the same level of competitors, but it is not a prominent advantage.

Talking about this, there is an interesting topic: the advantage of imported X5 lies in the control, and the domestic X5 has made a significant compromise on comfort, the control advantage is no longer obvious compared with the same level, and the spatial performance of the domestic X5 has not been able to open the gap with the competitors. In this case, even if the domestic X5 is much cheaper, but after the control advantage is discounted, can it still convince customers?

It depends on the performance of other aspects.

Powertrain Comparison:

Although the 2.0T version of X5 will definitely become the main version, BMW still introduced the 3.0T version into the domestic market, but the price threshold of the latter is still as high as 705,000, which is only 50,000 yuan lower than the imported version. It is worth noting that the power parameters of the domestic X5's 2.0T and 3.0T engines are lower than those of the imported version, but the torque parameters remain unchanged, coupled with the impact of the body weighting, the 0-100km/h acceleration performance of the domestic X5 is also about 0.5 seconds slower.

Compared with the main competitor Mercedes-Benz GLE, the 2.0T and 3.0T versions of the domestic X5, compared with the 2.0T and 2.5T versions of the Mercedes-Benz GLE, the price threshold is about 100,000 yuan lower, and the respective power parameters and acceleration performance are basically at the same level.

In contrast, the terminal has a 30,000 yuan discount on the Audi Q7, and the overall price threshold is still 50,000-70,000 yuan higher than the domestic X5.

As for XC90 and Aviator, the actual terminal price is in the range of 500,000 yuan, which is at least 50,000 yuan lower than the domestic X5, but for consumers with a budget of more than 500,000 yuan, such a price difference may not be a decisive factor affecting the final choice.

However, unlike other models, the Lincoln Aviator is equipped with a 3.0T V6 engine as standard, with a starting price of only 509,800 yuan, which is still 200,000 yuan cheaper than the 3.0T version of the domestic X5, which will still become a unique advantage for the aviator.

Features & Configuration Comparison:

L2 level driver assistance system, in the import of X5 is limited to 839,900 top match, after the introduction of domestic, this configuration did not go down to a lower configuration, still only supplied the top match, but the price threshold down to 775,000. This configuration is the consistent style of BBA, and the same level of Mercedes-Benz GLE and Audi Q7 are also equipped to the top version.

In contrast, the Volvo XC90 has achieved the standard of the whole series, and the price threshold of the Lincoln Aviator is only 549,800, which is a big shortcoming of bmw X5, and even GLE and Q7 compared with the second-tier luxury camp.

Air suspension is the main configuration of luxury SUVs, but due to supply problems, imported X5 has not provided this configuration for a long time, but it still appears on the configuration list of the domestic X5, but like the L2 level driving assistance, it is still limited to the top configuration.

HUD head-up display, mobile phone wireless charging, high-end brand audio and laser headlights and other configurations, is the advantage of the domestic X5 configuration, before they are imported X5 top or high matching only have the function, in the domestic X5 are delegated to the low and sub-low, even compared with other competitors, the overall price threshold is lower.

However, the most well-equipped model is the Lincoln Aviator, which is the only model equipped with front and rear seat heating and ventilation, while also covering the electric suction door, multi-layer soundproof glass and other configurations that enhance the sense of luxury.

Overall, the domestic X5, in terms of the cost performance of the functional configuration, compared with the imported version has been greatly improved, in front of the GLE, Q7, XC90 also reflects certain advantages, but the same level of cost performance benchmark, or belong to the pilot, in addition to a very perfect functional configuration, is also the only model of the same level with a standard 3.0T V6 engine.

summary

The above analysis and comparison of domestic BMW X5 product strength, timeliness may not be very long, BMW X5 domestic production, is bound to stimulate Mercedes-Benz, Audi and even Volvo and other brands to accelerate the introduction of medium and large SUV domestic pace, and when they are in place, the entire high-end luxury SUV market pattern, will appear a complete change.

If you are not completely satisfied with the domestic X5, you may wish to wait a little, maybe your favorite model will soon be reduced in price.

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