The sales volume of high-end models in the downward market can best verify the brand value.
There are more reasons why brands are in the downward market, or product replacement is not timely, or there are fewer products, which may become the root cause of the sharp decline in sales, in a sense, this does not mean that the brand lacks core competitiveness.
For example, Ford, the sales performance of entry-level models is indeed not very good, for example, Fox has been forced into a corner, and indeed placed in the 10-150,000 passenger car market, the competitiveness of Ford's entry-level models in the past two years is a bit weak.
But on the other hand, analyzing the sales of high-end models, the Ford Explorer, as an SUV of more than 300,000, firmly sat in the TOP1 position.
The current state is more interesting, the entry Ford sales are not very good, high-end Ford is not worried about selling, for dealers, explorers this high-end goods can even attract a part of the BBA user group.
There are really very few successful people in the high-end SUV market of more than 300,000, the specific sales of Toyota Highlander and Volkswagen Tuon models are really not as much as imagined, the core model pricing of Highland is concentrated within 300,000, and the main sales model of Tuon cannot reach the threshold of 300,000.
Explorer alone, the average model price has exceeded 330,000.
On the one hand, the main reason is that people's positioning is very accurate, this level of SUV is either selling brands, or selling size and space, and product performance is more or less missing.
On the other hand, the explorers themselves are hard stubble, the design is square and burly, and the hardware parameters are powerful, 2.3T engine, 10AT gearbox and longitudinal arrangement of the four-wheel drive platform architecture, each of which reveals strength.
There is a contrast to damage, and this level of large SUV such as tuon.
The use of MQB, a small car platform, coupled with the power architecture of the dual-clutch EA888 and the horizontal four-wheel drive platform architecture, does not look like a product force that can support more than 300,000 pricing from anywhere.
To illustrate a point, more than 300,000 car purchase budget consumer groups in fact the goal is very clear, or your brand is hard enough, the price budget directly on BMW X3, Audi Q5L, the figure is no problem with face. Or you are strong, although the Ford brand value can not directly compete with the BBA, but in the comparison of product strength, the strength of the explorer directly throws out the same price BBA street out.
Let's say that this 2.3T Mustang same engine, to achieve high-speed acceleration, faster low-speed torque is more characteristics, while the 10AT gearbox brings better economy, at least to say that the technical height has.
The most important thing is that as a non-traditional urban SUV, its body structure rigidity, crossing ability are very strong, it is said that this four-wheel drive system, longitudinal design congenital traditional effect is better, more stable than the horizontal and straight four-wheel drive platform and traditional efficiency.
Why does the more expensive Ford sell better? It is because on the more advanced Ford models, companies have more technology to increase, and more brands of high-end models choose the premium strategy, but the explorer chooses the technical route.
The new explorer has carried out a big change, mainly in the design has made changes, as a medium-term redesign model, the most needed through the taillights, the new network debut, so that this generation of explorer design more fashionable, dynamic, if it can be priced unchanged, the configuration of the basis of normal production, then this most expensive Ford, sales will inevitably be better.
Of course, in the eyes of more people, this new explorer has become the ceiling of ford SUV in the eyes of many people.