Tank is not the only domestic brand specializing in creating a hardcore off-road field, and there have been Beijing off-road attempts before. However, from the perspective of reality, the sales achievements and word-of-mouth of the tanks that entered the game later in the market are far better than those of Beijing off-road.
Last year, the Tank 300 won nearly 85,000 sales for the brand, and the cumulative sales of the Beijing off-road BJ40 in the same level were only 23,000 units, and the gap was very large. And BJ40 has been fighting in the market for more than 8 years, after such a long period of hard work, but still has not been able to really win this market, has been so tepid. Tank 300 has only been launched for more than a year, and it is clear that it has stood at the head of the domestic hardcore off-road, and refreshed the annual sales record of this type of model, and also made many of the hot-selling joint venture hard-core off-road vehicles in the past feel ashamed.
Analyzing the reasons why the Tank 300 is recognized by consumers, it is nothing more than these points. First of all, at the product level, the Tank 300 does give the market a higher surprise. While ensuring good off-road performance, its own design is more fashionable and exquisite than the general hard off-road, the interior is more than the past such models do not have a sense of technology and luxury, intelligent configuration is also very advanced, the comfort and experience of daily cars are stronger than the traditional hard off-road. And the starting price of less than 200,000 yuan is also relatively friendly, and the comprehensive cost performance of the product is very high.
Of course, the birth timing of tank 300 is also very important, when the tank 300 was launched, it was just the trough period of the domestic hardcore off-road market, and the classic hardcore off-road such as the overbearing Prado and the bobcat Pajero were ushered in the end of their lives due to the suspension of production, and there was really not much choice in the hardcore off-road on the market.
Although the BJ40 was launched earlier than the tank 300, but at the time of its birth, it was just when the Toyota series and other foreign hardcore off-road models were the most popular in the domestic market, and the BJ40 that had just come out of the oven was dwarfed by these models, and due to the unfavorable initial division, the BJ40 did not have much to do in the market for a long time, and it was difficult for consumers to remember it when purchasing hardcore off-road.
On the other hand, the Beijing off-road brand used to give people the feeling of being more old-fashioned, and in fact, the resources held by BAIC have always been more advantageous than other car companies, but in terms of technology, quality control management, terminal reputation, etc., there are great drawbacks, consumers do not have a good impression of it, and there are also shortcomings in marketing publicity, and the original fire of the "Wolf Warrior 2" movie did not even succeed in bringing the BJ40 car to the fire.
Of course, more importantly, the BJ40 is not very competitive at the product level. Many models of Beijing off-road are suspected of borrowing, BJ40 is no exception, and the similarity with Wrangler is relatively high, and the expression of internal and external design is more inclined to the rugged style of traditional hardcore off-road, the comfort is more general, and a lot of intelligent technology configuration is missing, which may not be attractive to contemporary consumers.
The popularity of the tank 300 not only shows that the field of hardcore off-road is not as niche as many people think, but also may allow BJ40 to reflect on why it has been fighting in this field for more than 8 years, still living worse than people, and how the next generation of models should be improved.