Independent brands impacting the high-end market is not a new thing, WEY, Lynk & Co, Xingtu and other brands belong to high-end brands in terms of positioning, but the establishment of the brand is one thing, selling or not selling is another thing, and in the high-end of independent brands, Xingtu undoubtedly belongs to the "poor student".
Starway sales were dismal
As another high-end work of Chery, Xingtu has not launched a hot product since its inception. This can be seen from Chery's attitude, because whenever it comes to announcing sales, Chery's data on Xingtu is always more obscure, either "snow hidden" is not announced, or it is announced to you together in a quarter.
For example, in the past March, Chery did not announce the specific sales of Xingtu, but directly announced the sales volume of the first quarter, which was 10421 vehicles. In other words, its average monthly sales are about 3400 units, which is indeed relatively bleak. In contrast, the same high-end brand Lynk & Co sold 13,567 new cars in March alone, more than a quarter in 1 month, and it can also be seen that Lynk & Co is far ahead in this field.
Technology is a tough problem
Logically speaking, Chery, known as the "technical man", does not lack the strength to build a good car, and it has experience in building high-end brands before, but why is it so difficult to build high-end roads every time?
There is no doubt that in terms of engine, Chery is more vocal, whether it is the advent of 1.6T or 2.0T engines, it has caused a lot of hot discussion in the market, after all, people do have a bit of "temper". Take the 2.0T engine mounted by Lanyue, its maximum power reached 192KW, the peak torque was 400 Nm, and compared with the mainstream 2.0T engine on the market, its performance on the book data was not inferior.
However, as a high-end brand, Xingtu not only has to show strong momentum, but also is crucial for design and brand recognition. It can be said that Chery's appearance design and market sense of smell are a mess, obviously the strength of the model is not bad, but if a car looks too mediocre, it is difficult to please the current consumers. Obviously, Chery has not spent much effort on the design of the star path, and overall it still gives people a lack of exquisite feelings, and you want consumers to spend 200,000 yuan to buy such a car with a low appearance, I believe many people have to think twice.
Brand marketing and positioning are chaotic
Of course, Xingtu's dilemma is not only the reason for the design, then it makes Chery think too simple, why a brand is not well managed, there must be a variety of factors affected, and product positioning, brand marketing, etc. are what Xingtu lacks.
First of all, let's talk about the product positioning of Xingtu, and the distinction between Chery products is not clear. For example, chery launched a 2.0T engine, Xingtu, Chery, Jietu many models are in use, which also caused internal friction between models, and in the eyes of many consumers 2.0T is enough to be high-end, and now Chery will use this engine mixed, which is not very confusing? And although Xingtu is a high-end brand, its four models on sale cover the range of 110,000-240,000 in price, and the low-end price also overlaps with chery's other sub-brands.
In addition, in terms of brand recognition, Xingtu is not very good, of course, this also takes time to accumulate. But as far as the current starway is concerned, it is like an accurate version of Chery, the technical strength is not much leading, after all, the three major pieces are used the same, but the interior is more luxurious, other aspects are not more brilliant, how can consumers spend higher prices to buy it? If everyone buys Chery because of technology, then Xingtu seems to be unable to find a more prominent highlight. In addition, the brand marketing of Lynk & Co and WEY are more distinct, want to buy Lynk & Co, want to choose WEY light luxury, and then look at Xingtu, what is your specific impression of it at this time? It can be said that it is very vague, do not know why to choose this model.
Editor's note
The incremental transfer of China's passenger car market has entered the elimination mode, and the joint venture brand is constantly exploring, and it is very difficult to push a new high-end brand. After all, how to solve the problem of brand recognition requires a long period of polishing and the strength support of the parent brand. At present, for Xingtu, there are difficulties in brand recognition, product planning and face value design, and how to "escape the day" tests Chery's operational capabilities.
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