Recently, the Association of Passenger Vehicles released the sales data for March 2022, of which SAIC-GM-Buick LaCrosse sold 1669 vehicles in a single month, and the cumulative sales of 9103 vehicles from January to March 2022, which is obviously a failure among mainstream brands.
As a B+ class sedan, LaCrosse plays the role of flagship sedan in SAIC-GM Vieque. It is worth mentioning that the official guidance price of the LaCrosse Avenir flagship model reached 289,800 yuan, which is more expensive than the official guidance price of gac Toyota Camry, FAW Toyota Asia Dragon, Dongfeng Honda Yingshipai, GAC Honda Accord and other top-end models, it seems that SAIC-GM Buick is very confident in the product strength of LaCrosse.
Unfortunately, this confidence has not been exchanged for market recognition.
In-depth understanding of the terminal market, Junyue is the most preferential of all the above models, and the price reduction is the most ruthless. In some areas, the discount for bare cars is 40,000 yuan, and the comprehensive loan discount is 50,000 yuan.
If you choose the LaCrosse 552T luxury type, counting the purchase tax insurance miscellaneous expenses, 200,000 yuan can be fully landed. Even the "Broken Bones" promotion did not save LaCrosse's sales. It is not difficult to guess that something must be wrong in some place.
Personally, I think the first is the brand image. Buick's domestic popularity in China is obviously not as good as first-line brands such as Volkswagen, Toyota, and Honda, but it is more high-end than second-tier brands such as Chevrolet and Kia, so it ends up in a situation where it is not high or low. Coupled with the stereotype that Buick's old car once left a high failure rate, the Buick brand reputation is general.
The second is product strength, as an old car that has been in service for many years, the comprehensive performance of LaCrosse has a significant gap with mainstream B-class cars. Among other things, in terms of energy consumption performance alone, LaCrosse does not provide 48V light mix, nor does it have a hybrid version to choose from, only a variable cylinder technology, or Cadillac XT4, Chevrolet Mariber XL and other general-purpose models to play the rest. Compared with the 4L-5L/100km hybrid competitors, LaCrosse once again confirmed the fact of "oil tiger".
Finally, the overall aura, as a B+ class sedan, the core competitiveness is nothing more than to create a sense of luxury that is different from ordinary B-class cars. Although the Junkoyor model has CDC active shock absorbers, ANC active noise cancellation system and other configurations that enhance the driving texture, this generation of LaCrosse is not as domineering as the old model.
If the LaCrosse once looked incredibly greasy, at least there was the aura of a luxury car. Today's LaCrosse is young and fashionable, but it has the feeling of being reduced to a "longer grocery shopping cart". I have to say that the impact of design on a car is really too great.
Speaking of a thousand ways and ten thousand, should SAIC-GM Buick carefully consider how to reshape the sense of luxury on LaCrosse? In addition to the price reduction model, are there other ways to revitalize LaCrosse sales? Do you have any views and ideas about the cold sales of LaCrosse, let me know in the comments section!
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