Unexpectedly, Jiangling Ford Lingrui still left such a big "burden". On March 28, Jiangling Ford Lingrui was officially listed, and the official price of 13.98-16.58 million yuan came out, which broke through everyone's imagination and the whole audience boiled.
"It's almost like winning the lottery, regret not directly taking the top match", a user who ordered the platinum collar early around him was very excited about his good vision, calculating that the deposit expansion gift was finally only 140,000 or so, which was equivalent to earning back 10,000 overnight.
As early as February 14, the pre-sale began, and Lingrui was regarded as the fiercest industry disruptor in 2022 because of its high performance in all aspects. At this price announcement, Lingrui almost wedged into 150,000 like a nail, which not only completely blurred the price boundary of compact/medium-sized SUVs, but also like a "challenger" who smashed the old threshold, which will undoubtedly provoke the reshuffle and integration of the entire market pattern.
It can be said that the official price of Lingrui this time is not a matter of embarrassment for the mid-size SUV market, but directly pierces the price bottom line of mainstream SUVs. Coupled with the value-added financial policy and car purchase gifts, Lingrui's intention this time is obvious - to completely "wring out" the price moisture of other joint venture models.
It turns out that you are a "challenger" to subvert the pattern
What is the measure of contemporary SUV value? A car white, open any vertical website can find the underlying logic: first, the car length wheelbase is the classification basis of the car's "price", in short, "the bigger the more expensive"; second, look at the technical maturity of the three major assemblies, summed up as "joint venture is more expensive than independent".
What about smart technology equipment? For joint venture fuel vehicles, smart equipment stays more at the level of considering the "identity label" and the embellishment of luxury, rather than the core practical value.
It can be said that "the size of the model and the assembly are good" - it frames the price range of a fuel vehicle. This is the old order of the division of fuel vehicles for decades; the gap between cars has always been here; any leap, you have to add money.
At first glance, it seems that there is no difference from the category logic of buying vegetables, fruits and radishes.
But this time, the arrival of Jiangling Ford Lingrui completely subverted the underlying logic of car manufacturing in the SUV market. Insight into the real needs of the current New Chinese Family Structure, Lingrui starts from "user-centric" and completely breaks through the rules and regulations in the product definition dimension.
First, as a joint venture medium-sized SUV, the starting price of 139,800 yuan completely broke through the bottom line of the compact joint venture price and the positioning of the medium-sized level system, so the lethality made the market "shake three times".
Second, L2 intelligent driving to the maximum extent standard + Tencent TAI 4.0 intelligent cockpit full system standard, directly let the intelligent equipment become "infrastructure", this card after playing not to say the joint venture SUV three, even the autonomy has to shout "not to afford".
Especially remember that in 2021, the newly appointed Xiang Dongping defined Jiangling Ford in this way, "Our role is the 'challenger'". At that time, many people thought that it was to challenge the "new magnitude" of sales; it was not until the time of Lingrui's listing that he found out that what he wanted to challenge was the category logic and pattern of the entire SUV.
In the end, it still underestimated the ambitions of Jiangling Ford and Xiang Dongping.
This can be called, the joint venture three strong price "dehydrator"
Although the wave of price announcements on the listing day of Lingrui is very exciting; but when it comes to the good thing of "pie in the sky", confusion will inevitably flood the minds of users.
After all, after years of brainwashing has accepted the joint venture purchase logic of "buying an engine and sending a car", most Chinese people really do not understand why Jiangling Ford can make such a subversive model, after all, Honda, Volkswagen, Toyota and other joint ventures have been absorbing money for many years, and the cost performance has not been up.
The answer is hidden in the century-old history of the automobile industry. In fact, the logic of the division of contemporary automobile categories is no different from the old industrial era, and the underlying thinking path is the cost classification level. A big car means a longer wheelbase, a higher power level, a higher cost... At that time, it was reasonable to be bigger and more expensive.
The key is that when the automotive industry enters the era of platformization, the size definition of a car A-class or B-class is no longer a decisive factor in cost; on the contrary, modular production brings uniform quality at the same time, but also brings rich profit dividend returns.
Will manufacturers choose to enjoy dividends? Or do you share the dividend with consumers? Volkswagen, Honda, Toyota have a tacit understanding to paddle the river, with one or two sets of assemblies + different sizes and textures, launched more than ten brother and sister cars, and sat firmly in SUV various categories of Diaoyutai to make a lot of money.
In ancient Chinese admonition, everything that eats the old has a price, but sooner or later.
Moreover, an era of great automobile change that has not been encountered in a hundred years is close at hand. In the field of pure electric new energy, the rules of the track play have long changed, Tesla, Wei Xiaoli's great popularity, has gradually reversed the definition of a "means of transport" of the car itself into a "third space for travel". People are beginning to realize that car doors should not block people's connection with the world, and intelligent life in the car is becoming the need of the next generation of consumers.
But the fuel SUV is still stuck in the old era? This must be just a "transition period", to see who can really jump out of the comfort zone to break the "old rules" and share the dividend with consumers.
But no one expected that Jiangling Ford would become the first joint venture challenger. If you think about it, there is only a hundred years of Ford. As one of the creators of automobile history, the creation of the assembly line production of the T-type car industry has made its bones have the courage to subvert the times.
Moreover, as early as 2004, Ford has begun to study automatic driving and intelligent interconnection, as a direct competitor of Tesla, its technology and data reserves far exceed the recognition of the Chinese people. In particular, Centennial Ford sits on ecoBoost's top engine technology, and the maturity of the assembly is outstanding.
Counting in detail, everything is ready, only depending on the strategic vision and determination of the person at the helm.
Fighting a price war? No！ Lingrui just wants to talk to you about car life
Of course, some people say: All 2202 years, Jiangling Ford Lingrui still has to engage in a "price war"? Don't you understand that making the SUV market unlimited involution, in addition to allowing users to profit, everyone will be a loser.
True industry observers may disagree. In the SUV fuel market, no car has ever been so considerate of a Chinese family. Lingrui understands that the "big" needs of Chinese families in today's era are definitely not the "face problem" when buying a car in the 1970s and 1980s, but the rigid needs brought about by changes in family structure.
Therefore, Lingrui is set to a medium-sized, wide-body design. Whether it is the widest body of the same class in 1935mm and the most rear aisle of the same class in 295mm, the overall space design fully surrounds the rear needs of "mothers, the elderly and children".
At the same time, Ling Ruitai understands the multi-faceted nature of contemporary life roles and the efficiency of racing against the clock. It fully considers the "efficient time-saving and multi-functional" that a car can achieve, thus empowering the car user.
On the one hand, the maximum loading of cutting-edge functions such as AR real-life navigation and L2 intelligent driving system makes travel as efficient as possible; on the other hand, the highly localized Tencent TAI 4.0 intelligent cockpit, including the equipping of massive application functions, makes the interior space functions infinitely diversified and can truly change with the heart.
This is probably the "new realm" that Jiangling Ford Lingrui really wants to open for more family users, and the threshold for opening a new realm is not high, and the price of 13.98-16.58 million can be said to truly make the smart car life enter the "era of equal rights".
The so-called provoking the "price war" is more from the discomfort of traditional track players. Lingrui is only standing at the historical inevitable point of subversion of the mid-size SUV pricing system.
Of course, once the standards for new species are established, the collapse of the old world will come.
You think that Lingrui is fighting with you for price, in fact, he is fighting with you for cost performance; you think he is fighting with you for cost performance, in fact, he is fighting with you for scientific and technological intelligence; you think he is fighting with you for scientific and technological intelligence, in fact, he is more thorough than you, subverting the image of fuel SUV in the minds of consumers.
The arrival of Lingrui is not to plunder the market with the model of "price reduction and sale", but to express to consumers at a more sincere price on the basis of ensuring ultra-high quality, strong performance and leading technology: The original, new fuel SUV can be like this.
End
The high market enthusiasm behind Lingrui is not only the expectation of consumers for a new car, but also the hope for the drastic changes in the entire SUV fuel market.
The arrival of Lingrui has injected new changes, new directions and new impetus into the entire SUV market. As the first practitioner of the new logic of joint venture car manufacturing, this car will surely promote the intelligent transformation of fuel SUVs, and such changes will ultimately benefit consumers.