Wen\Wei WuXian
After the first taste of the honey fruit of youthful marketing, Dongfeng Fengxing has obviously become more and more stubborn about the pursuit of "rejuvenation", which is not only reflected in the marketing of strong hot spots, but also in the product.
Take the Dongfeng Fengxing Yacht that has just been released at present, the MPV that should be decent, let the Fengxing play a full "personality".
This is first reflected in the exaggerated front face design, the front face of the fengxing yacht adopts a large-size straight waterfall grille that is not common in the same class, connected by a thick chrome trim and a headlight group, some people say that this represents the "personality and passion" sought after by young people, and some people say that this appearance is very thunderous, and even some suspects of touching porcelain Lexus, and even some netizens bluntly commented "Is this a tribute to Lexus?" ”。 However, regardless of the claim, the controversy over its appearance is evident.
Compared with the appearance of hot eyes, the yacht's internal performance is more general. Inside, the new car is designed with a double screen and covered with soft materials, while providing a variety of interior colors, which looks relatively decent and does not match the aggressive style of the appearance. In terms of space, the yacht has a length, width and height of 4850/1900/1715mm, and a wheelbase of 2900mm, which belongs to the medium-sized MPV category.
In addition, some consumers also miss the Mitsubishi 4A95TD 1.5T four-cylinder engine mounted on the Fengxing Yacht, which has a maximum power of 197 horsepower, a maximum torque of 285 Nm, and a 7-speed dual-clutch transmission in terms of transmission, which is the same set of power and the Fengxing T5 EVO, and the overall data performance is average, which belongs to the more moderate type.
It is worth noting that a few days ago, there are also media reports that the price of the Fengxing yacht is around 125,000, and such a price is basically the same as that of Geely Jiaji and Trumpchi M6, slightly higher than BYD Song MAX, considering the size of the medium-sized MPV of the Fengxing Yacht, such a price is not a surprise, nor is it an accident.
Combined with the current product performance and price, can the popular yacht catch fire? Frankly, I think it's still a lot more difficult.
First, the appearance of the yacht is too exaggerated, and the positioning is relatively niche. At present, MPV is mostly commercial, and even for home use, it is generally used as a second vehicle. For ordinary consumers, it is not wrong to use it as the "first MPV for young people", but it should also consider the aesthetic orientation of most young people, and the overly innovative appearance is likely to dissuade most consumers while impressing people.
Second, in terms of product performance, the popular yacht performs decently, does not have the "scarcity" of the same level, and is more replaceable. At the same time, from the comments of netizens, consumers still use Mitsubishi engines and lack of side sliding doors for new cars, and even think that Fengxing lacks relevant core technologies, and these real slots may also dissuade some potential customers. At the same time, the price of around 125,000 is not low, especially for young consumers.
Third, from the perspective of brand premium and reputation, there are also shortcomings in popularity. Although Fengxing has been involved in the MPV market for a long time, the products are mostly concentrated in the low-end commercial category, especially compared with BYD, Geely, and GAC Trumpchi, the brand power of Fengxing is obviously lower, which is not only reflected in product sales, but also in the market reputation. The consequence of the lack of brand power is that the new car is inherently lost at the starting line when it is launched, after all, the car is not only the use value, but also a symbol of "face".
In addition, in addition to the above factors, as far as the overall industry is concerned, the current decline in the MPV market is more obvious, and it may also have a certain impact on the popular yacht. Sales data from the Association showed that MPV sales in March this year were only 72,000 units, down 33.2% year-on-year, a significant lead in the sedan and SUVs segments. At this time, it is not a good time for the popular yacht to enter the game.
Write at the end:
From the perspective of the product performance, brand performance and online pre-sale price of Fengxing Yacht, the author believes that the yacht will play a role of "checking and filling in the gaps", but I am afraid that it will not be able to inject too much vitality into the sales growth of Fengxing, and how to play its maximum operation will test Zeng Qinglin's marketing ability. Of course, how its specific product performance should also be combined with the price and market evaluation after the official listing, we will also pay attention to this.
(This article is originally produced by the editorial department of [Auto Industry] New Media, the author of this article is Wei Wuxian, and the reprint should indicate the source)