On March 31, the domestic BMW Brilliance X5 was launched (hereinafter referred to as the domestic BMW X5), priced between 605,000 and 775,000 yuan, and a total of 4 configuration models were launched. Compared with the imported BMW X5 of 69.99-83.99 million yuan, the domestic BMW X5 is indeed a lot cheaper, and the wheelbase has increased by 130mm, so is the domestic BMW X5 worth buying? Let's analyze it.
What do people who buy luxury cars think
First of all, we must first figure out what consumers think when buying a car at this price. Basically divided into two categories, one belongs to the middle class, the income is relatively high, can afford to buy such models, but the budget is still limited, and will not float too much in the car purchase plan. What they need is brand value, they need to be able to highlight their identity, and they need it to be a luxury car, but it still has a cost-effective advantage in the same level. Another type of person is very rich, they want to buy a scooter, they care more about brand culture, whether the model they want to buy meets their own play needs, and they don't care about spending more money to buy a car they like. They don't consider value for money, they only consider personal preferences.
What are the improvements of the domestic BMW X5
Understanding the psychology of consumers, let's take a look at the domestic BMW X5. The domestic BMW X5 is the first medium and large SUV in the BBA to be domestically produced, and the Mercedes-Benz GLE and Audi Q7 of the same level have not yet been domestically produced. The advantage after domestic production is naturally cheaper than that of imported models, but the domestic BMW X5 is only 60,000-90,000 yuan cheaper than imported models.
Another advantage is that once domestic, it will definitely be lengthened, and the wheelbase of the domestic BMW X5 is 130mm longer than the imported X5, reaching 3105mm and the BMW X7 is as long. The appearance has also been optimized for some details, adding some chrome decorative parts. The biggest difference in appearance is at the rear door, the domestic BMW X5 is longer than the imported BMW X5 on the rear door and rear window. In addition, on the rear door, the logo of BMW Brilliance is posted, and the "i" after the name becomes "Li".
The interior has also been optimised, the distribution of the interior mood lights has been adjusted, and the speaker finish and some buttons have been replaced with metal coverings. The size of the 12.3-inch car display has not changed, but the internal system has been optimized, the voice control is more accurate, and the built-in APP has been adjusted. The wireless charging device of the front mobile phone is the standard of the whole series, the rear seat heating of the top model is the basic configuration, and the HARMAN Karton audio is the standard of the whole series, which are all optimized for Chinese consumers. In addition, the domestic BMW X5 top model has air suspension, which can be adjusted high and low soft and hard. In addition, in addition to the minimum model, the domestic BMW X5 is equipped with lcd screen remote control key. These configurations were available as an option on previous imported versions of the X5.
The difference between the domestic BMW X5 and the imported version
After talking about the improvement, let's talk about the differences, so that everyone can intuitively understand whether this domestic BMW X5 is worth buying. First of all, let's talk about the power, the imported BMW X5 xDrive30i uses the B48B20B 2.0T engine, the maximum horsepower is 265 hp, the maximum power is 195 kW, and the maximum torque is 400 Nm. The domestic BMW X5 xDrive30Li uses a B48B20G 2.0T engine with a maximum horsepower of 245 hp, a maximum power of 180 kW and a maximum torque of 400 Nm. Obviously, although the engine belongs to the same series, but the models are different, the difference is that the domestic version of the BMW X5 oil pan replaced the previous aluminum material with plastic, some people analyzed that the durability of the material is the same, but in everyone's cognition, it seems that aluminum is better than plastic. In addition, the power of the engine has also been reduced, the horsepower has been reduced by 10 horses, the power has been reduced by 15 kilowatts, and the acceleration time from zero to 100 kilometers has been slowed by 0.4 seconds.
In addition, the imported BMW X5 xDrive40i and the domestic BMW X5 xDrive40Li use the B50B30C 3.0T engine, the engine model is the same, but the domestic 3.0T model has added 48V light mix. Compared with the imported BMW X5 xDrive40i, the domestic BMW X5xDrive40Li has a maximum horsepower of 7 horses and a maximum power drop of 5 kilowatts, which is basically not much changed. Of course, the same little change is also the 48V light mix system, the basic and no difference is not obvious.
In addition, the domestic BMW X5 series canceled the engine start-stop button, the whole series did not have leather seats changed to imitation leather seats, canceled the seat leg support, at this price can not buy leather seats really can not say. The mechanical structure of the rear cup holder was changed, from the previous folding cup holder to a fixed cup holder, and the small storage compartment of the lid was also gone, which directly led to a reduction in the contact position of the elbow. In the trunk, the imported version of the BMW X5 comes with 4 fixed anchor points and a 12V power supply and a folding hook, and the domestic version of the X5 cancels all of these.
Judge by price
After everyone understands the configuration of the domestic BMW X5, we use the price to measure it to see if the domestic BMW X5 is worth buying. First of all, we see that the domestic BMW X5 is better than the imported BMW X5 in terms of spatial performance and the configuration of medium and high-end models.
However, when we analyze the price of overseas models and the current mainland policy, we find that there is still room for improvement in the cost performance of the domestic BMW X5. At present, on the official website of BMW in the United States, the price of BMW X5 xDrive40i models is 60600-62900 US dollars, which is about 38.56-40.02 million yuan. If the 3.0T tax rate is converted according to the mainland import, the customs declaration price of an imported 3.0T BMW X5 should be about 520,000 yuan, of course, various taxes and freight rates must be calculated here, so it is reasonable to import the 3.0T model of BMW X5 to sell to 75.49-83.99 million yuan.
But let's refer to the price of parallel import BMW X5, basically all 3.0T models, there are Middle Eastern version, Canadian version and Mexican version, the configuration is not low, many domestic imports bmw X5 need optional configuration, in these parallel imported cars are equipped, the price in Tianjin port is about 650,000-800,000 yuan (according to the year and configuration).
Since the price of imported BMW X5 in China is still reasonable, we calculate according to overseas prices, the manufacturing cost of BMW X5 bicycles is about 300,000 yuan, and the extra money is basically all kinds of taxes and freight and service charges. What about the domestic BMW X5? Even if the chassis, various components, aerodynamics, etc. need to be adjusted and developed after the extension, the cost has increased, and the configuration is of course increased or decreased as mentioned above, and the cost is basically calculated at about 350,000-400,000 yuan. Coupled with reasonable service fees, freight and other expenses, it is already possible to sell to 550,000 yuan. Here is still calculated according to the 3.0T model, and there have been many insiders who have previously reported that the starting price of the domestic BMW X5 with a minimum 2.0T model will be 558,000 yuan, which has given BMW enough profit margins. But now the price of the domestic BMW X5 is set at 605-775,000 yuan, it is suspected that even the import tax is not given to consumers, to say that reasonable can also be said, after all, the competitors are not domestic.
WHAT BMW does that for
BMW is very aware of its bicycle profits, and it is also very clear that as long as it is calculated slightly, these costs will be spread on the table, so why price it? First of all, the import of BMW X5 has one of the biggest shortcomings, that is, the back row is slightly crowded, and the configuration is basically improved by optional bags. The domestic BMW X5 solves the back space defect and can also give consumers more choice. That is to say, when you want to buy an imported BMW X5, you will find that the domestic BMW X5 has more space, more abundant configuration and can save tens of thousands of dollars.
Yes, you will find that the consumers of the domestic BMW X5 and the imported BMW X5 are the same group of people, that is, the second consumer group we talked about at the beginning of the article, they are more concerned about their preferences and the configuration they have. But obviously such consumers for the identity of the domestic BMW X5 is concerned, they will not be because you are cheaper so a little bit will consider the domestic model, when found the difference between the domestic BMW X5 and the imported version, but will be more determined to choose the imported model.
For the first consumer group mentioned in the article, they will care about the brand, but also care about the cost-effective advantage, after the domestic BMW X5 configuration has been adjusted, and the price of imported models is almost not much different, the same price of a large number of models can choose ah. In the face of the watershed of 600,000 yuan, the domestic BMW X5 for BMW is willing to make more money on its own, rather than lower its identity to cater to more Chinese consumers, the main reason is that BMW believes that bmw X5's current sales have advantages in the same level, strong competitiveness, and by increasing the wheelbase can further expand the competitive advantage.
At the same price, you can buy imported Audi Q7, more handsome Audi Q8, imported Mercedes-Benz GLE, Porsche Macan, more cost-effective Volkswagen Touareg, good-looking Land Rover Star Vein, styled Wild Land Rover Defender, more space and more luxurious top-equipped Lincoln Aviator, etc., too many models to choose from.
AM Mirror Summary:
For this BMW's approach in China, the Internet is also controversial, which is not empty. The significance of domestic production is to make the imported models that were once coveted by everyone cheaper, because there is no tariff problem, which should be about 100,000-150,000 yuan cheaper. BMW, on the other hand, is suspected of creating the illusion of lower prices and higher configurations by increasing the surface phenomenon of wheelbase, which can reasonably explain why the price difference with imported cars is small.
But in fact, the configuration has increased or decreased, and from the current situation, it is suspected that it has involved problems such as workmanship materials, although there is no comparison of structural parts such as domestic BMW X5 and imported BMW X5 chassis on the Internet, but from the perspective of the engine oil pan from aluminum to plastic, it is not excluded that there will be other differences.
Besides, is the car really that much worse than taxes? Should domestic cars really have a price difference of between 100,000 and 150,000 imported cars? This we can completely use the newly listed SAIC Audi A7L to corroborate, there are also 2.0T and 3.0T models, the same lengthening, the same configuration adjustment, but SAIC Audi A7L compared to the imported Audi A7 still has a strong cost-effective advantage, the future SAIC Audi Q6 will also be listed, will pose a direct threat to the domestic BMW X5. Since the BMW X5 is the first domestic medium and large SUV in the BBA, it should have an example by doing this first, rather than making the price of domestic cars and imported cars on par.
So what does the domestic BMW X5 say about doing this? There are also rumors on the Internet that there is a problem of domestic BMW X5 mark-up car, this problem we currently have no way to examine, but in terms of the current price, domestic BMW X5 seems to be too high to see their competitive strength, in the face of such an attitude we can only say "buy early to enjoy, late to buy less money!" "Although it does not earn money from the poor, china's automobile consumer market is not an era when people are stupid and have a lot of money, and BMW still needs to show more sincerity to impress Chinese consumers."