Frankly speaking, if you have a car purchase budget of 200,000 yuan, most Chinese consumers will still take the joint venture SUV as the first choice, after all, the joint venture car companies still have a strong brand appeal. But that doesn't mean they can buy a satisfactory product on this budget, because no matter how you choose, the mainstream SUVs on the market now have their own shortcomings.
For example, the Honda CR-V, although the price is appropriate, but only a compact SUV, the relatively small space in the car can not meet the needs of Chinese home users; such as Buick Oncovey PLUS, although the space is enough, but the positioning starting price of the medium-sized SUV exceeded 200,000, exceeding the consumption expectations of many young Chinese users. What's more, the performance of joint venture products in scientific and technological intelligence has always been unsatisfactory, which makes it more difficult for Chinese consumers to choose.
Isn't there a SUV on the market that's affordable, space-packed, smart and comprehensive? In fact, no, because the leader of Jiangling Ford Technology has come.
Recently, the so-called wide-body high-energy pioneer SUV Jiangling Ford Lingrui listed, which not only has a price advantage of 13.98-16.58 million, but also a wide-body design, pioneer technology, high-energy quality of the leapfrog product strength advantages, so that they have obtained a cross-level value, providing Chinese consumers with another choice for joint venture SUVs.
Price value, always the basic factor of consumption
Indeed, with the development of China's economy, the impact of auto product prices on consumers is getting smaller and smaller, but in real life, prices are still an important tool used by consumers to measure the value and quality of goods, thus affecting consumers' purchasing behavior, which is generally called the psychological expectation of prices in general economics.
Obviously, Lingrui's price presentation method is in line with the price consumption psychology of Chinese consumers.
According to the conventional joint venture SUV price, the price of Lingrui has actually broken through the lower limit of pricing, which is especially evident on the Honda CR-V and Toyota RAV4. At present, the official guidance price of honda CR-V is 16.98-27.68 million, and the official guidance price of Toyota RAV4 is 17.58-25.98 million, you know, these two are only compact SUV, which is really a high product.
Even if General Rui is in the mid-size SUV market, Lingrui is a unique presence. At present, the mainstream products in the medium-sized SUV market, the official guidance price of Volkswagen Tanyue is 20.49-26.49 million, and the official guidance price of Buick Encore PLUS is 229,900-26.39 million, which is much higher than Lingrui.
So why would people accept pricing such as the Honda CR-V and Buick Encore PLUS? In fact, the reason is that consumers have become accustomed to the pricing of joint venture products and have not yet perceived the sensitivity of this price range.
In economic theory, consumers have a habitual reaction to product prices, because the price of joint venture SUV products has gradually formed a certain degree of fixity in long-term marketing activities, and consumers have also formed a buying habit, forming a habit price acceptable to both buyers and sellers on the price, which is the recognition of the habit price.
The first thing Lingrui has to do is to break this habitual identity.
At present, Lingrui has four models of fine collar, platinum collar, zun collar and zun collar PLUS, priced at 139,800 yuan, 143,800 yuan, 155,800 yuan and 165,800 yuan, which has fallen into the price range of 150,000 in the strict sense, and almost the price of the joint venture SUV has been fully explored, which can completely subvert the market pattern of 100,000-200,000.
The so-called unbroken and unbroken, probably the same reason. Lingrui breaks the pricing habit of joint venture SUV and sets the price value benchmark of joint venture medium-sized SUVs, so that Lingrui can obtain the price balance of consumer psychology and enter the car purchase choices of more consumers.
Product value, construction of consumption comparison choices
Of course, price value is not the only competitive advantage of today's automotive products, consumers' value cognition of automotive products is all-round, especially at the level of use value, which dominates consumers' purchasing behavior, which is also often said to be the value of products.
The competitive capital of Lingrui to participate in the joint venture SUV is also due to its cross-level product strength.
As we all know, for Chinese consumers, the original use value of SUVs is a large space, which makes joint venture brands spare no effort when creating or marketing SUV products. In this regard, consumers will not have cognitive bias, after all, the spatiality is created by the size of the body, and consumers can intuitively feel it.
For example, in the comparison with the Honda CR-V and Buick Encore PLUS, the spatial advantage of Lingrui is very obvious. With the latest "potential energy aesthetics" design language of the Ford brand, Lingrui has created the widest body of the same class in 1935mm, which brings 117mm of the best knee space of the same level and the best aisle space of the same level of 295mm, which can bring users an extraordinary and comfortable riding experience.
As a result, Lingrui has formed an absolute advantage over the Honda CR-V at all levels of the length, width and height of the body, and although buick Encore PLUS has obvious advantages in length and wheelbase, it is also acceptable considering the preference of the General brand for long wheelbase and the price difference of 90,000 yuan.
At this time, it must be said that Lingrui's product positioning is a wide-body SUV, and its cross-level car width size can also be called a proof of its own value.
At the level of intelligent technology in the joint venture board, Lingrui is a bit "not talking about Martial Virtue", because it benefits from Ford's localization strategy and is more in line with the car habits of Chinese consumers.
Of course, this is not to say that the intelligent technology of other joint venture SUV products is not enough, such as Honda CR-V application of the second generation of the new Honda CONNECT system, which also includes functions such as Cool Me Music, Himalaya FM, weather and owner services; Buick Oncove PLUS is equipped with an eConnect system, which supports Baidu AI intelligent voice, Baidu real-time navigation, car APP interconnection application, dual Bluetooth phone and other functions, which can meet most of the intelligent needs. That is to say, the joint venture SUVs of Honda CR-V and Buick Oncovey PLUS have actually made great strides in intelligent configuration and can already meet the basic needs of Chinese consumers.
Why is lingrui "not talking about martial virtue", because lingrui has built a smart cockpit, equipped with the industry-leading Tencent TAI 4.0 intelligent car machine system, which can realize AR real-life navigation, WeChat car version and other functions through the dual 12.3-inch suspension integrated smart interface.
This is Lingrui's localization thinking. Take the WeChat car version as an example, which is very common in independent brands, because they know more about the usage habits of Chinese users, but Lingrui can apply it, which is enough to show Ford's execution of the localization strategy.
In addition, at the level of intelligent driving, in fact, the three cars have their own intelligent driving systems, which basically include fixed speed cruise, wide-angle rearview camera display system, and traditional hill assist and tire pressure monitoring and other basic configurations, but the advantage of Lingrui is that it has several unique peers.
For example, in the Ford Co-Pilot360™ intelligent driving assistance system equipped with Lingrui, LRAS is the same model as BMW, which can record the latest 50m path, so as to automatically move forward or backward; such as DCLC intelligent lane change assist (light lane change) function, which is the same tesla model, users can drive lane change through light assist, so the leading technology configuration is the most powerful proof of Lingrui's "leapfrog product power".
In fact, this is also an important reason why Jiangling Ford Technology is named "technology", in the era of technology to change the world, automotive products must have enough scientific and technological empowerment to highlight more advantages in the competition, obviously, Lingrui has sensed this.
Finally, looking at high-energy quality, this level is already a cliché, and every product will do this when it is built or marketed, but the focus is on what kind of quality can be called "high-energy quality", which may mainly lie in whether consumers can feel the driving experience in all aspects.
In this regard, honda CR-V and Buick Oncovey PLUS may not have much to say, because the Japanese and American car concepts make these two products show completely different characteristics. Honda CR-V, a typical Japanese product, the economy is very good, the power performance is not enough, even if it is a 1.5T turbocharged cylinder direct injection engine, with a CVT gearbox, it also makes the Honda CR-V start light and slightly weaker, seriously weakening the sense of driving experience; Buick Encore PLUS, there are 1.5T and 2.0T two sets of power combinations, all matching the 9AT gearbox, strong power, for performance enthusiasts have full attraction, but the problem is that the economy is not enough, is a typical oil tiger.
In this comprehensive comparison, Lingrui still has a slight advantage, which is equipped with Ford's high-performance EcoBoost170®engine, the maximum power is 125kW, the peak torque is 260N·m, and the third-generation Magna wet 7DCT dual-clutch transmission with a transmission efficiency of up to 97% achieves a balance of strong performance and low fuel consumption.
Perhaps some consumers have a separate preference, but how to define a better travel experience, whether to choose economy, choose motivation, or both, completely depends on the consumers themselves, what Lingrui has to do is to do a good job, and the rest is left to consumers to choose.
It can be seen that the product value transmitted by Lingrui is actually more based on the exploration of Chinese user habits, whether it is wide-body design, or pioneer technology, or high-energy quality, it is to stimulate consumers to rethink the joint venture SUV, when consumers grasp the changes in the joint venture SUV market, it gives Lingrui a head start, thus building up the consumer's comparative choice.
User needs, linkage of the dual value of Lingrui
Just as the price value and product value of Lingrui are expressed, in essence, it is the result of Jiangling Ford Technology's focus on user needs and user experience, and its manufacturing concept of "specialization, differentiation, personalization and rejuvenation" makes Lingrui a highly competitive product.
As a joint venture brand that is well versed in Chinese users, Jiangling Ford Technology breaks the shackles of rules and regulations, challenges traditional boundaries, continues to sharpen product strength, and creates a very personalized Jiangling Ford Lingrui, boldly moving forward and opening up a new pattern. With its excellent dual value, Lingrui allows users to get more experience value, refreshes the value of mainstream SUVs to a new benchmark, and makes itself the "most worthwhile SUV to buy within 200,000".
The end of one era is often the beginning of another.
The competition in the future is not only the competition of products, but also the competition of value. When the joint venture SUV market enters a new era, the advent of Jiangling Ford Lingrui is its supreme sincerity and ultimate determination to challenge the old era and meet the new era.
"Use the preparation to subvert the limits to amaze the world, and use the efforts of the amazing world to subvert the boundaries." Lingrui has shown its determination from product pursuit and brand value, to create its own first-mover advantage, to all opponents, the challenge of the times.
This, whether it is the Honda CR-V, or the Buick ENCORE PLUS, or other joint venture SUVs, may not be able to change. (Written by | Car has wisdom Wang Deyuan)