Just as the so-called Yangtze River back wave pushes the front wave, a wave is higher than a wave, the development of society is still so, and the car world is even more so. There are many examples of latecomers surpassing their predecessors, especially in the mainland automobile market.
Today let's take a plate of these amazing "back wave" good cars!
Tank 300 – "Driving the Wranglers Off the Altar"
Tank 300 is undoubtedly one of the most representative examples.
When the new car first arrived, consumers were still questioning: Why does it look so much like the Ford Bronco? A self-owned brand SUV sold to two or three hundred thousand in the end has anyone bought it?
Time has given us the answer.
Since the official launch of the tank 300 in late 2020, sales have risen continuously, and even for a period of time, the order volume has been too large to keep up with the demand, and it is necessary to suspend the acceptance of orders. Today, the Tank 300 is at number 16 on the compact SUV sales charts, with nearly 9,000 units per month.
What is the concept of selling nearly 9,000 units per month?
The "global idol SUV" Jeep Wrangler, which has long been widely sought after by hardcore off-road enthusiasts, sold only one or two thousand units per month when the market conditions were better.
However, the sales of these two thousand units represent the "small" of the hardcore off-road group.
But the emergence of tank 300 not only completely opened the door to the hardcore off-road market segment for independent brands, but also brought a large number of "newcomers" into the field of interest of off-road; and some senior off-road enthusiasts, they also gave up what familiar overseas products, and turned to play Tank 300.
Therefore, in the off-road vehicle segment, the market influence and recognition of the Tank 300 has surpassed the Jeep Wrangler.
Although many people believe that this is a kind of hunger marketing routine, sales data shows that this new car of its own brand has really captured the hearts of a large number of consumers.
And the achievement of "defeating" the traditional American off-road masters relies on the advantage of more than 300 aspects of the tank.
The price of 195,800-308,000 yuan is not cheap for independent brands, but it is half cheaper than the price of Wrangler 44.99-62.49 million (including PHEV version).
The Tank 300 is also a hardcore off-road vehicle with a non-load-bearing body and a non-independent suspension on the rear axle.
Perhaps there is still some gap between the tank 300 and the Wrangler in terms of hanging materials and the durability of the four-wheel drive, but only after strengthening and transformation, the Wrangler can pass the ditch and bumps, and the tank 300 can also pass.
The Tank 300 can even bring a better road driving experience with the front double wishbone independent suspension structure, and become a home SUV with a more upscale and exquisite interior and rich configuration. If you spend 22.00-23.00 on an urban version, you can already get a family car that is far more passable than the average SUV, but the convenience and comfort are not bad at all.
If you're an off-road enthusiast, you can buy an off-road version with a differential lock for 213,800 and modify it to enjoy the thrill of wild traversal.
It is this comprehensive advantage of being able to take into account both major use scenarios that has contributed to the success of the Tank 300.
Wuling Hongguang MINIEV - the task of toy car entrusted to me!
Nowadays we always say that young people like more personalized products, in fact, this has been the case for many years.
With the development of the economy and the increase in income, consumer demand for such personalized models with toy nature is also rising. But at that time, consumers with abundant funds could choose very few personalized cars, and Mercedes-Benz's Smart Fortwo was the most popular choice.
Convertible Edition, BRABUS Special Edition, Kobe Bryant Special Edition... Smart has attracted the younger generation who pursue trendy personalities by launching different special versions.
As one of the smallest cars on the domestic market at that time, and also known for its fashion avant-garde design, Smart Fortwo attracted countless young players who pursued individuality to carry out different styles of appearance modification according to their own preferences. Although the performance is still average, the image is imaginative, which is the representative of the personalized car at that time.
Now smart fortwo has long been discontinued and delisted, and the new Smart Genie #1 has just been released, and there is a big gap in interest compared to the fortwo of that year. What should consumers do if they want to play personalization?
Chinese car companies have given a solution - Wuling Hongguang MINIEV.
At the beginning of its birth, this mini car only provided the cheapest and most accessible micro-electric vehicle for grassroots consumers; but while opening up the entry-level market at a low price, people also found that this seemingly simple car was actually a very good embryo for personality modification.
Its size is small, the shape design is very simple and cute; the composite-based body covering is more friendly for the shape change, and the interior is simple and rough, but it looks at the low price, and the drastic changes will not be painful.
Therefore, in the hands of many young people, Wuling Hongguang MINIEV transformed into a mobile stall, a miniature off-road vehicle, and a campervan.
Wuling also seized the market potential of sexual transformation in a timely manner, and successively launched the macaron version and the GAMEBOY version of the model, targeting the female and male user markets.
Finally, this domestic sales of pure electric car to succeed the Smart fortwo of the year has become a popular toy for personalized players.
Moreover, Wuling Hongguang MINIEV not only succeeded the Smart Fortwo personality car status as simple, but also promoted this pursuit of individuality to a wider range of young people through the official personality transformation activities.
At that time, to enjoy this feeling of young personality, it was necessary to pay more than 100,000 yuan of car prices, and if it needed to be modified, it would take more investment; and now as long as 32,800 yuan, you can buy an embryo for creation.
If you want a more reassuring official personality kit, the price of the GAMEBOY edition of 5.58-6.98 million is definitely not cheap, but it is far less than the price of a Smart, and you can get countless optional items.
The sharp reduction of the threshold is the key reason why Wuling Hongguang MINIEV can now sit in the position of the "boss" of the personality car.
Tesla Model Y - the new king of mid-size SUV
Mid-size SUVs are popular with home users because of the practicality that their large space brings, especially those with a three-row layout, which provides convenience for many families who occasionally have multiple travel needs.
It is precisely because of the more prominent space advantages in the same level, the affordable price range and as one of the earliest joint venture brands in the Chinese market, the market awareness and recognition accumulated over the years, volkswagen Tiguan L has previously been the leading model in the sales list of medium-sized SUVs.
However, such a "winning general" is now defeated by an opponent with only two rows of seats, that is, tesla Model Y.
In March 2022, this pure electric medium-sized SUV topped the entire SUV sales list with sales of 39,730 units, and Tiguan L, which once dominated the list, has now gradually fallen to 6th place, with monthly sales falling to less than 10,000 units, and consumers seem to have "abandoned" it.
According to the above two examples, this is mostly the result of the opponent showing a super cost-effective advantage.
But now the price of Tiguan L is only 215,800-28.18 million yuan, which is already very affordable in the joint venture medium-sized SUV; while the price of model Y is 316,900-41.79 million yuan, and there is no slightest discount, and even the price may rise in the future.
What exactly is it that makes consumers abandon Tiguan L in favor of Model Y?
The professor believes there are two reasons.
First of all, the three-row seat may not be just needed for the consumer group of medium-sized SUVs. With the advent of the three-child era, consumers who really need to travel with many people often need larger space models that can support normal use, so MPV and medium-sized SUVs gain an advantage with the higher practicality of the third row.
In the mid-size SUV market, as traditional luxury brands localize more and more models, and even launch long wheelbase versions developed for Chinese consumer preferences, they will even threaten models like volkswagen Tiguan L, which are originally in the consumer market.
After all, they have spent more than 200,000 yuan to buy the public, why not add a little more on the luxury brand?
Tesla just happened to rely on the original million-level Model S and Model X laid a market foundation, established a very solid "new energy luxury brand" image, in the hearts of domestic consumers recognition is quite high.
Coinciding with the recent high oil prices and the impact of the restriction measures on pure fuel models in many major cities, the rapid growth of the new energy market has been promoted.
Spend 375,900 yuan, buy a long-endurance all-wheel drive version of the Model Y, you can get the avant-garde luxury image, 660km of practical endurance and double motor brought by the 5-second hundred-hundred-power enjoyment, this can not be fragrant?
It is these factors that make more consumers choose tesla model Y for reasons such as car costs and policy preferences.
Write at the end
The back wave of the Yangtze River pushes the front wave, this sentence not only applies to people, but also applies to cars; no model can achieve long-term prosperity.
Just as the professor originally planned to introduce by THED Qin PLUS DM-i, which seized the crown of the self-brand compact car in the article, this position has been taken back by Changan Yidong after the release of the sales data in March.
The ultra-low fuel consumption brought by BYD DM-i super hybrid is certainly attractive, but the solid market foundation accumulated by Changan Yidong in the past few years is not vegetarian.
Spend 135,800 yuan to buy a Qin PLUS DM-i 120KM premium, you can get a surprisingly low fuel consumption, no fear of high oil prices, saving a lot of subsequent car costs.
But if you spend 96,900 yuan on an Yidong PLUS BLUE WHALE NE 1.4T GDI DCT flagship, you will get all the comforts and conveniences, sporty appearance, good driving experience and save tens of thousands of yuan.
As the market environment changes, so will consumer choices. If you want to stay ahead of the curve in this complex market, you have to be on the look at the situation and be prepared for change.