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Before the Launch of the Tank 300, we had already experienced it in depth in Chongqing's Off-Road Senling Park, and it also left a very deep impression on us. At that time, some peers praised: "I never expected that it would weigh hard off-road and road comfort so well." "It is estimated that this is the most extreme and distinctive car of Chinese brands in recent years."
But in the midst of the applause, one voice seemed particularly counterproductive: "However, this is destined to be a car that does not call for seats." The reason why he said it so firmly was because at that time, the hardcore off-road market in which the tank 300 was located was a very niche market, and powerful people such as Toyota and Nissan could not revitalize it.
Before the Tank 300, the hardcore off-road market was not only niche, but also declining.
According to the data provided by the Association, I counted the sales of domestic off-road SUVs with a little the market - with girder belt four-wheel drive - since 2018, its volume has continued to shrink sharply, and in 2020, it has directly fallen through the 100,000 life and death line. One of the hottest off-road SUVs of the year sold an average of less than 3,000 units per month.
In the eyes of many people, hardcore off-road is definitely a fighter in skinny dog products, not worth a fight. Therefore, over the years, many classic hardcore off-road vehicles have chosen to stop production and sale, saying goodbye to this stage. Even Toyota, which has a strong system capability, has stopped selling one, stopped producing one, and there is no hardcore off-road SUV on the market.
In the past four years, the sales trend of domestic off-road SUVs can be seen that the listing of the tank 300 is a very important turning point.
While most people were evacuating, tank 300 was swimming against the current! Can you imagine that picture? Like the most beautiful retrograde, shining with idealism.
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It is not too much to call the entry of tank 300 a big gamble.
It should be known that the research and development of tank 300 spans "seven countries and ten places", bringing together more than 1500 high-level engineering, design, intelligence, testing talents, all standards are much higher than the relevant domestic regulations, safety and other requirements, and the research and development cost of bicycles has exceeded 30 billion yuan.
This is not to mention, before the 300, the tank car has spent 20 billion yuan, spending 5 years to build a new off-road platform for the future of intelligence and networking, laying a good foundation for the development of the tank 300.
Is it worth investing so much in a niche market? I believe that at that time, it is estimated that many people will question it. But now tank 300 answered this question with strength.
Less than 20 days after pre-sales, the order volume of the tank 300 exceeded 10,000; in the first month after the listing, it occupied half of the off-road SUV market. Subsequently, the sales of tank 300 increased steadily, only less than a year has been able to sell more than 10,000 a month, and maintained a full four months, if it is not affected by the Spring Festival holiday in February, I think "five kills" is not a word.
Putting aside its "hardcore off-road" identity, the two labels of "starting price of nearly 200,000" and "traditional fuel vehicles of Chinese brands" have made this "sales exceed 10,000 for four consecutive months" quite legendary - not to mention four consecutive months, more than 200,000 yuan of Chinese brand fuel vehicles can sell more than 10,000 yuan a month.
Unexpectedly, Tank 300 single-handedly activated this niche market that is gradually moving towards sunset, allowing the industry to see the hope of this market again.
Today, Tank 300 has accumulated more than 100,000 users, and the queue for purchase is still endless. Perhaps because the demand for market terminals is too strong, the retention rate of Tank 300 in the second-hand market has remained high, and it has even become a wealth management product.
In the second-hand car retention rate reports of many institutions, the tank 300 has an absolute advantage in domestic models. For example, in the "2021 China Automobile Preservation Report" released by the Automobile Dealers Chamber of Commerce of the All-China Federation of Industry and Commerce, the one-year retention rate of the Tank 300 topped the list of compact SUVs with a score of 96.66%.
In fact, among domestic cars, this retention rate is also the highest in all categories. It can be said that the tank car has become the first Chinese brand with a retention rate that Toyota Volkswagen cannot hope to reach.
03
One of the reasons why the Tank 300 is so popular is its uniqueness - in the market, you can hardly find its competitors. In the current Red Sea market, it is not easy to find such a uniqueness, and it is necessary to have an in-depth understanding of users.
In the past few years, there have been many fun hardcore off-road vehicles on the market, and the price is not high, but unfortunately, their market performance is not good. The reason for this is not difficult to find, probably because they put too much energy into performance when developing hardcore off-road vehicles.
But in fact, climbing the wall and climbing over the mountains are only a few scenes encountered by these hardcore off-road vehicles - not professional players, two or three times a year is already a high frequency, commuting to work, road travel is their norm. Insight into the real needs of users tank 300, breaking the definition of traditional off-road vehicles, the off-road SUV as a luxury fashion item to create.
As you can see, after the launch of the off-road version of the Tank 300, the city version was also launched, the former bringing users the ultimate off-road performance, and the latter providing a new option for the trendy, young and trendy tide pioneers who love fashion.
These two sequences that seem to be in two "poles" are actually the state of "you have me, I have you" - the off-road version of the label is "smart luxury off-road SUV", the label of the urban version is "hardcore trend", hardcore, smart, luxurious, fashion blended together.
Therefore, even the off-road version of the tank 300 is not at all soft in creating a sense of premium: L2 level driver assistance system, 12.3-inch full LCD dashboard, heating of the front seat and massage function on the driver's seat, 12.3-inch touch screen with voice control system, 9 horns in the whole car and other very high-grade configurations, but the whole series is standard.
The urban version prepared for "Yan Control" does not come at the expense of the off-road performance of the tank's 300 hard core: electronically controlled time-sharing four-wheel drive, low-speed four-wheel drive, electronic sliding between wheels, chassis perspective, tank U-turn, creep mode, a new generation of ATS all-terrain control system with seven driving modes... In the city version, it is also standard for the whole series.
Although the city and off-road are quite "two laws and reverses", tank 300 weighs them, not subtraction, but addition. Even if it is an off-road version, its comfort and luxury are not at all inferior to the city SUV of the same price; and the off-road performance of the city version of the tank 300 is also unmatched by the urban SUV of the same price.
In the past, it was not impossible to do a good job of luxury and off-road at the same time, but they were all million-level products, but now the tank 300 has lowered this enjoyment to the price of 200,000. Therefore, even if its pricing is relatively high among Chinese brands, it can still make people feel that it is worth the money. It's no wonder why some people charge high prices in the used car market.
After the popularity of tank 300, many OEMs wanted to quickly launch the corresponding products and wanted to get a piece of the pie, but it is said that they finally chose to give up. It is estimated that they are also well aware that even if they can imitate the Tank 300, they will not be able to learn its ability to perceive consumer needs.
In the era of user first, the latter is the core competitiveness of a brand!
Text | Male
(This article is the author's personal opinion only and does not represent the position of DearAuto.) )
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Mr. Li Guoyong of Guangdong Green Law Firm