As a straight man, he was pulled to visit MUJI a while ago and got a new copy "Re-examination of Price". MUJI's interpretation of this sentence is, "Because it is a daily use, it is more necessary to repeatedly examine the materials and production processes of the goods, and pass on better products to consumers at more reasonable prices." ”
Isn't it a bit cloudy?
To put it in human terms is – "We've cut prices"!
However, che shijun is certainly not thinking about MUJI's fresh and unconventional interpretation of price reduction, but another problem - brand premium, that is, the added value of the brand.
New concept of consumption upgrading
Spend for value
A few years ago, Che Shijun read a report that roughly said that the consumption level of the mainland was similar to that of Japan in the 70s and 80s of the last century, and with the development of the economy, the material abundance was great, and the speed of consumption upgrading was accelerating. Not only that, the report also pointed out that as a member of the Exotic East Asian Cultural Circle, our consumption upgrade is similar to That of Japan, that is, conspicuous consumption will come to an end, and consumers are more willing to consume for value.
In fact, many consumption phenomena are now confirming the above views. For example, Apple is no longer the first choice of young people, Huawei and Xiaomi have become fragrant; NetEase Yanxuan, Mijia Youpin, which provides homogeneous products at lower prices, has developed rapidly; Li Ning, Peak, and ANTA have begun to become rookies in the sneaker market, and old shoe factories such as Adidas and Nike are on a par with each other... This kind of phenomenon is also the case in the car circle where the brand door is strict.
Re-examination of prices
Start with "China Special"
The two new cars we're going to talk about today: the new generation Mondeo and the Lincoln Z. Although the two belong to Ford and Lincoln, the former priced at 159,800-216,800, the latter priced at 252,800-340,800, but the two originate from the same platform production, intelligent technology and power, gearbox, chassis three major pieces of the level is also comparable, and they also have a more market-oriented call "China special", plus the positioning of the two cars is extremely similar, so that many people regard Lincoln Z as a luxury version of the new generation of Mondeo.
So the question is, such a "twin brother", the price difference of 100,000 +, if you choose a car, will you choose the lincoln Z of the second-tier luxury brand for the brand premium, or pay attention to the cost performance and choose a new generation of Mondeo with the same "Lizi"?
Part 1
Originally born from the same root, the temperament is different
In terms of exterior design, the new generation of Mondeo and Lincoln Z have similarities in the body line, but in the details, the two models obviously have their own stylistic orientation. The research and development of the new generation of Mondeo is led by the Ford China team, integrating a lot of popular fashion and sports design styles, the most obvious change is its front face, the front grille has evolved from the previous "Martin face" to an octagonal grille, the headlights on both sides also use a split design, led daytime lights are as sharp as a boomerang, etc., these elements have made the new generation of Mondeo more fashionable and more youthful. Although the former "Martin face" shape is also very classic and Nice, but it has been nine years, it is time to change. The emergence of a new generation of Mondeo, as if to make up for the youth lost in the past nine years, the entire appearance value has grown on the aesthetic "cool point" of the current consumer, and the overall shape is more fashionable and more energetic.
Lincoln Z is a large number of luxury cars have always been slender and soft lines to outline the body, and the use of i cool and i enjoy dual appearance design, dual design models each have a unique, larger size Oflin Star star front grille, highly recognizable. Lincoln brand's iconic through-beam light strip design into the new car front face design, the smooth "through-horizon light strip" extends to the two sides of the light cavity, making the front face of the car wider, with the luminous Lincoln star beacon, so that the Lincoln Z looks more like a very futuristic electric vehicle, let people at first glance at the past is attracted by its atmospheric luxury.
If the appearance of "atmosphere" is the first step to the success of "Chinese specials", then the new generation of Mondeo and Lincoln Z are well versed in this. The new generation of Mondeo has been pulled to 4935/1875/1500mm, and the wheelbase is 95mm longer than the current Mondeola, reaching 2945mm, while the Lincoln Z is 4982/1865/1485mm, with a wheelbase of 2930mm, which can be said to be outstanding enough in the B-class camp. However, from the perspective of two or two PKs, the new generation of Mondeo is better, the body is wider and taller, the wheelbase is longer, and it has a more spacious and comfortable driving space, especially for the rear passengers, which can be more bold and willful to enlarge the long legs.
Part 2
High similarity interiors, details for quality
Coming to the interior of the body, the interior style of the new generation of Mondeo and Lincoln Z is also very similar at first glance, and the most eye-catching thing about the two cars is definitely the huge joint screen of the central control, to be honest, there will be a momentary trance, is this not a new power model? On the basic data, the two vehicles are the same as a 12.3-inch LCD instrument with a 27-inch central control screen, and the overall length reaches 1.1 meters of ultra-wide area giant screen, which supports different functions to distinguish the screen display, and the central control screen can provide the driver with more abundant and intuitive information guidance about the vehicle, and the co-driver can also operate a separate split screen to achieve entertainment functions such as audio and video. If I want to let che shijun comment on the interior design of these two cars, I will prefer Lincoln Z more, the reason is not him, Lincoln Z is too clever! The same 1.1 meter large screen, Lincoln Z ingeniously hides the air outlet in it, and adopts the same color black design, so that the visual sense of the central control screen occupies the entire front space, the effect is more atmospheric, and it has the taste of the battle cabin.
For the new generation of Mondeo, this replacement can be described as a qualitative leap, not only the interior design is younger, more technological, but also more comfortable in the materials, the texture is also in place. For example, the seat, the use of leather + fur splicing material, whether it is visual or tactile are quite grade, the chair type is Ford's consistent wide type, the internal padding is thick, even if the body is slightly stronger friends ride, you can also get a satisfactory sense of wrapping. However, compared to Lincoln Z, it is still slightly inferior. As a luxury car that is more than 100,000 yuan expensive, Lincoln Z is not only expensive brand premium, but also reasonable in the creation of luxury quality. Whether it is the interior soft leather wrapping rate, leather materials, trim materials or details to the feedback texture of the button knobs, etc., Lincoln Z has the sense of luxury car grade.
As for the configuration, we can compare the following table, and the configuration of both models is quite rich. Rich configurations such as mood lights, wireless charging, electric adjustment, rearview mirror memory and heating break our inherent impression of the "roughness" of the interior of American cars. At the same time, both have vehicle OTA capabilities, equipped with Co-Pilot360 2.0 intelligent driving assistance system, with L2+ level automatic driving assistance, etc., and the level of intelligent configuration is also comparable. However, to remember that the entry price of the new generation of Mondeo is as low as 159,800 yuan, so the configuration of blessings, its cost performance is self-evident, this replacement is really sincere.
Part 3
The motivation is almost the same, and saving money is king
In terms of power, both vehicles use 2.0T engines to match the 8AT gearbox. The new generation of Mondeo has a maximum horsepower of 238Ps and a maximum power of 175 kW, while the Lincoln Z has a maximum horsepower of 246 Ps and a maximum power of 181 kW, because of the difference in performance tuning, the Lincoln Z has a slight advantage in the book parameters, and the gap is not large. Both cars have a front McPherson, rear multi-link suspension structure on the chassis. As for the advantages and disadvantages of driving experience, we have to experience it for ourselves.
In terms of fuel consumption, the new generation of Mondeo uses 92 gasoline, WLTC has a combined fuel consumption of 7.11-7.37, while lincoln Z uses 95 gasoline and WLTC has a combined fuel consumption of 7.32-7.4. Although the gap is small, the new generation of Mondeo uses 92 gasoline, while lincoln Z uses 95 gasoline at the minimum. The difference in the cost of use here, I believe that the shrewd you should be easy to calculate clearly. In the face of currently high oil prices, the new generation of Mondeo may be able to take care of your wallet feelings.
Car affair conclusion
Lincoln Z met with us earlier than the new generation of Mondeo, and in the eyes of Che Shijun, it is also some careful thinking of manufacturers. After all, if the lower-priced new generation of Mondeo goes public first, users will definitely feel that the more expensive Lincoln Z will be somewhat "worthless". In turn, Lincoln Z was listed first, and with its online appearance, novel interior design, excellent space performance and other leading cost performance, it can seize the share of the existing luxury market. When the new generation of Mondeo is listed, consumers and Lincoln Z are compared, and find the "same" formula, lower price, and some different new experiences, and can harvest a part of the "pragmatic" consumer group.
Back to the choice of two models, the most important thing about the car is the three major parts, and the two cars are actually very similar in attributes because of the same platform. In che shijun's view, the low price must be more attractive. After all, the difference is 100,000+, you say that this is a brand premium or a better quality of life, most of the mainstream Consumers in China are pragmatic, spend less money, buy a B-class car of comparable quality, the new generation of Mondeo is bound to be more fragrant. For Lincoln Z, from the very beginning, perhaps what it wants to seize is not these "mainstream consumers", it is a second-tier luxury brand, and other competitors of the same level to grab the market, robbing those consumers who need the brand premium to enter the "giant" circle. The so-called radish greens have their own love, if you had to choose, which one would you choose? Welcome to leave a message to discuss.
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