Tanks are selling out, and someone is in a hurry?

The Internet has a phenomenon-level word called "stepping on one and holding one", which mostly appears in the mouths of brain-dead rice circles and some netizens who run trains with their mouths full of mouths. For example, a brain-dead fan stuck out his tongue and "licked" and said: "My family Cai Xukun is very hardworking, filming and serious and handsome and can also play basketball, those Zhang Yihong you like are not even comparable to its suspender pants", or make statements such as "A is the world's first, B is not even as good as garbage".

The so-called stepping on one is essentially taking two things that are similar or in the same field (or may be different fields), and directly drawing positive conclusions without analysis or comparison.

"Step on one and hold one" In the current Internet wind, such remarks can be seen everywhere on a certain sound and a certain blog, which is not encouraged or recommended. As a car review editor with a bit of ethical bottom line and professional ethics, we try to avoid this kind of behavior that is too extreme and subjective when writing articles or shooting.

But the two protagonists we are talking about today, the tank car and the BAIC off-road, inevitably touch the red line of "stepping on one and holding one". Why, you ask?

Dish, is the original sin.

As you can guess, the subject of this sentence is a good hand of cards played by the Beiqi off-road.

Beijing brand automobile, the name of the factory personally inscribed by Chairman Zhu De in 1958, what a mighty style.

In 1966, China's first military off-road vehicle BJ212 was put into production, becoming synonymous with Beijing brand cars, selling well in the market for fifty years, becoming the preferred model for military and official vehicles at that time, and the BJ212 was also the memory of several generations. BAIC, since this time, has begun to accumulate the technology of making off-road SUVs.

In the third year after the reform and opening up, BEIJING Motor cooperated with JEEP in the United States to produce and sell JEEP cars in a joint venture, and the name "Beijing Jeep" became a symbol of identity and status, no less than today's LV and Tomson Yipin these labels. BAIC, with excellent resources and the domestic white paper market, further accumulates the manufacturing experience and technology of off-road SUVs.

In 2015, "BAIC Deben" came, Mercedes-Benz directly gave the G-class and GLS two flagship SUV, BAIC used Mercedes-Benz platform, engine, chassis to create BJ80 and BJ90 two models, first as a special vehicle, and later mass production and sales. At this time, BAIC's off-road SUV manufacturing experience, even if it is a mouthful of feeding, it is also fed into the first in China.

However, later things everyone also knows, BJ90 "50% off sell-off", the official also shamelessly played the slogan of "Mercedes-Benz core Chinese soul", and other models launched by BAIC Off-Road are not tepid and difficult to shoulder heavy responsibilities.

By 2020, after the Great Wall launched the tank model, BAIC Off-Road's original sense of existence was not strong, and it fell directly to the bottom. "Building the first brand of China's off-road" and the above "Mercedes-Benz core Chinese soul" have become a boring and powerless slogan.

Before the emergence of the tank 300, people felt that "hardcore off-road" was a niche market after all, and the sales of the best-selling model of BAIC off-road, BJ40, was three or four thousand units per month, which could also be said, and the official was also complacent, from top to bottom is a harmonious picture of "all very good".

However, the tank 300 kicked open the gate of BAIC off-road, looked at the high-level executives who were leisurely and happy inside, and sent a sentence: Car, not so selling drops. Then a split-head and face-covering operation drove the sales of a hardcore off-road urban SUV to 80,000 a year. The BJ40, which entered the off-road market 7 years earlier than the Tank 300 and took the same route, only sold more than 20,000 vehicles in a full year last year, with a monthly sales of more than 2,000 at the edge level. This is still the best-selling car for BAIC off-road.

Without contrast, there is no harm. BJ40 is cheaper and has been in the market for longer, where is the loss?

1. The design is too conservative, and the consumer demand insight is too backward. The exterior design of BJ40 is very hardcore, and the aesthetic is also in line with the taste of the public, which I personally like. But the interior design is also too "hard-core" and can't keep up with the trend. The materials are also full of cheapness.

2. Marketing is too far-fetched. If there is no impact of the tank net red brand, everyone may not feel how much BAIC's off-road marketing is stretched. But a nascent brand, hard to grab a cross-country brand with decades of history, just like Xiao Zhan taught Chen Daoming to act, it is really impossible to say. It can only be said that BAIC off-road is full of stories, but there is no good mouth. Nostalgia tributes are not good, and young momentum is not good. The brand image remains the same.

3. Core technical issues. Baiqi off-road development process for decades, the partners are also JEEP, Mercedes-Benz and other well-known car companies. But in the end, the core technology has not fallen much. BJ40 is still using the Great Wall 2.0T engine, so why not buy the Great Wall directly, but buy a BAIC with the Great Wall engine.

The problems of BAIC off-road are highlights on the side of the tank. Looking at the hot sales of tanks 300 and 500, BAIC off-road finally can't sit still, a few days ago the official exposure of BJ60 spy photos and some information, can this car have a chance of winning?

Although the BJ60 level is not clearly defined, from the currently known body size (length, width and height are 5020/1955/1925mm, wheelbase is 2800mm), it belongs to the category of medium-sized SUVs, with length and wheelbase between 300 and 500 tanks, and the width and height are slightly better than the two.

Hardware, this car is also a very pure hardcore off-road style. Non-load-bearing bodies, a four-wheel drive system with three differential locks as standard, and a four-wheel independent suspension are all arranged. It is said that the power will be equipped with a hybrid system as standard throughout the series, with an acceleration time of 6 seconds per 100 kilometers and a cruising range of more than 1,000 kilometers, which is a highlight different from the tank model. However, it is not known whether the 2.0T engine is still from the Great Wall.

In terms of design, the overall style is still more traditional in the BJ family. What is relatively new is that the front face grille includes a luminous design in the lower part, which is a novelty that distinguishes the new car from the past BJ models, and the rear-mount spare tire design is not absent.

The interior according to the previous spy photos, the suspension of the central control + LCD dashboard, as well as the huge gear and a number of physical buttons, the sense of science and technology is improved, but the overall style is still very conservative, the design is not too much refreshing place, I don't know if the material can be used.

BJ60 this car, according to the information currently released, the highlights are mainly the standard hybrid system of the whole series, the price of 200,000-350,000 yuan, and the possibility of 7-seater models in the future. In terms of design and style, it is still a strong traditional flavor of BJ models. There are not many highlights of the design, and it is an old routine. The interior design is not too innovative, and there is not much novelty. You could say it's a nod to the classics or to preserve the purity of hardcore off-road, but consumers have already made choices with real money on the Tank 300 and BJ40.

Two days ago, the company just came to a cyberpunk version of a tank 300. You have to lament the extent to which the Great Wall grasps the psychology of current consumers. A domestic car with a price increase of nearly 400,000 was sold out in limited quantities and became a financial artifact in the second-hand car market.

The return rate and attention of this car driving to the street is not too much to say that it is higher than the big G. Technology accumulation, design concept, marketing and construction are all indispensable factors for the success of tank 300.

Hearing that BJ60 intends to use the price range of 20-35 million to grab the market between tank 300 and 500, there is a feeling that it has already lost before it starts. It's not that the product isn't worth the price, or that it's doomed to sell tanks. But it is a BAIC off-road brand with a history of more than 60 years, and it should not be the current survival status quo of surviving in the cracks. The tank brand is leading the trend, which should be what it should do.

It is qualified to be a pioneer, but it can only be reduced to a follower.

And it's just now, and it can only be rushed. Rushing to follow in the footsteps of a junior...