With the improvement of people's economic level, more and more families have joined the ranks of buying cars, and as a family car, the joint venture medium-sized SUV has become the first choice for consumers to buy a car with the advantages of high cost performance, large space, brand influence and high passability. Looking at this market segment, most models are priced at about 200,000 yuan, which makes many consumers sigh. Not long ago, Jiangling Ford Technology launched a new medium-sized SUV Lingrui, which has a starting price of only 139,800 yuan, subverting the market pattern of the joint venture medium-sized SUV in one fell swoop, and with high-end configuration, it has achieved dimensionality reduction. So can the new car set off a price war in the joint venture mid-size SUV market with the people-friendly pricing? This issue of the quality car will be interpreted in detail for you.
First, basic information and product highlights
Since Jiangling Ford Technology launched the lingyu for the family SUV, its performance in the passenger car market is not bad, and lingrui is another close to the people of Jiangling Ford technology to enter the home market, the new car launched a total of 4 models, the power of the 1.5T four-cylinder turbo engine + 7-speed wet dual-clutch transmission combination.
The exterior design of Jiangling Ford Technology Lingrui perfectly integrates kinetic energy and power, and draws on the unique design concept of the United States. The exterior follows the characteristics of the new generation of familiality, the overall line is relatively tough, and the polygonal grille is embellished with chrome textures to ensure a luxurious atmosphere. It is reported that the new car will also launch a blackened sports version in the future to further expand the consumer group. It is worth mentioning that the body size of Jiangling Ford Technology Lingrui is very impressive, its length, width and height are 4630/1935/1706mm, of which the width is 5mm more than the benchmark model Highlander of this level, which is worthy of the widest body of the same class. In addition, the new car has 295mm of best-in-class aisle space, and together with the rear flat platform, passengers sitting in the middle of the rear row can also experience excellent comfort.
In addition, Lingrui is also equipped with Ford Co-Pilot360 Intelligent Driving Assistance System, which integrates black technologies such as LRAS Trail Reversing, DCLC Intelligent Lane Change Assist, APA 5.0 Fusion Vision Automatic Parking, etc., so that car owners can easily cope with extreme driving environments, and looking at the 150,000 yuan SUV model, the high-end intelligent configuration equipped by Jiangling Ford Technology Lingrui can be said to hang other opponents.
In addition, since the launch of Lingyu, Jiangling Ford Technology has created the "Family Space Home Space Ford Experience Store", which not only provides car sales services, but also a warm space for users to hold parties, organize activities, and provide short breaks, providing users with meticulous and thoughtful services. Up to now, there are more than 180 Family Space distributed in more than 150 cities across the country, realizing the seamless care of each user.
Second, product competitiveness analysis
From the perspective of product positioning, SAIC-GM Chevrolet Explorer is undoubtedly a direct competitor of Jiangling Ford Technology Lingrui, which is very close in body size and positioned as a medium-sized SUV. However, it is not difficult to see through the price that the top price of Lingrui is only enough to reach the entry model of the Explorer, so from the perspective of cost performance, Lingrui is obviously more people-friendly. However, in addition to the 1.5T engine, the Explorer also provides a 2.0T light mixing system, and the power selection is more abundant than that of Lingrui.
Of course, the medium-sized SUV Lingrui, which is positioned at about 150,000 yuan, is bound to form a dimensionality reduction blow to the compact SUV market. Among them, there are many popular models such as Dongfeng Honda CR-V, GAC Toyota Veranda, SAIC Volkswagen Tuyue and so on. Taking the Dongfeng Honda CR-V as an example, from the perspective of price, Lingrui still occupies an advantage, and it can also be completely crushed in terms of space, but cr-V not only provides a 1.5T engine, but also provides a 2.0L sharp hybrid system, driving smoothness and fuel economy are better than Lingrui. More importantly, Dongfeng Honda CR-V can be described as well-known in China, so there is still a certain gap in brand influence and product strength.
Specific to the vehicle configuration level, under the premise of ensuring that the price points are as similar as possible, the performance of the three models is obviously different. Because the price of Lingrui's top-end model can only reach the entry model of Explorer and CR-V, it has been completely crushed from the configuration point of view, not only equipped with a wealth of active safety configurations, but also has great advantages in comfort and convenience configuration, such as electric induction trunk, main/sub-seat ESC, adaptive far and near light, on-board air purifier, interior mood lights, etc. Are equipped, It is worth mentioning that Lingrui is equipped with 19-inch tires, while the other two models are only equipped with 17 inches, The visual effects are more pronounced.
Third, product quality & service trend analysis
As a brand new model, will Jiangling Ford Technology Lingrui have the hidden danger of quality problems? In this regard, we selected the eldest son of the family, Lingyu, to analyze the fault problems in the past year, and preliminarily predicted the development trend of new car quality problems in the future through the comparison of fault problems.
By screening the complaint data of Jiangling Ford Technology Lingyu model in the past year, it can be found that the fault problem is relatively scattered, including "engine abnormal sound", "tire drum bag", "engine failure light on", "component cracking" and "wheel abnormal sound", etc., of which the "engine abnormal sound" problem with more fault complaint points is concentrated in the 2021 model, but considering that the number of complaints is only single digits, it is not excluded that it is a case problem. As a brand new model, Lingrui is bound to be optimized in terms of body technology, so it is temporarily believed that the probability of the above problems is small, but the specific performance of lingrui is still to be determined after a period of time before it can be listed and used.
With the continuous development of the mainland automobile market, the level of brand pre-sales/after-sales service, and the quality of the purchase experience have gradually become an important factor affecting consumers' final purchase. Therefore, based on the massive big data of the vehicle quality network, we will analyze the service problems that have prevailed in brands or car series in the past year to provide a more objective reference for consumers to purchase models.
Since Lingrui is a brand new model, we will analyze the service problem complaints of Jiangling Ford Technology Lingyu model in the past year. By screening the complaint data of Lingyu models, it can be found that the number of complaints about "selling problem cars" is relatively high, but it is only single digits, and the short-term after-sales service performance is worth affirming.
In terms of measuring the reputation of new car after-sales service, we will analyze the response of enterprises to car owners' complaints, and relatively objectively predict the future after-sales service reputation of new cars. According to the data of the car quality network, the complaint response rate of the Jiangling Ford technology brand in the past year was 96.3%, which was at the upper middle level compared with the joint venture brand in the same period, which shows that the manufacturer attaches more importance to the demands of the owner.
Fourth, after-sales service policy and network distribution
In terms of policy, the new car provides triple benefits, including a heavy deposit expansion gift: 1935 yuan deposit deduction of 4630 yuan for car withdrawal (from now until April 28); double extraordinary car purchase gift: 3 years 0 interest rate exclusive benefit, up to 5000 yuan replacement subsidy; triple intimate car delivery gift: 3 years 3 basic maintenance, preferential lifetime free data traffic, the first owner engine & transmission lifetime warranty. For specific policy content and deadlines, please consult the official or local dealers of Jiangling Ford Technology.
After the purchase of the vehicle, it is bound to involve the daily maintenance of the vehicle, at which time the number and distribution of the brand dealer stores are very important, and even have a certain impact on whether consumers buy the brand model. According to the statistics of the vehicle quality network, there are 151 dealer stores of the Jiangling Ford Technology brand selling Lingrui models, covering 31 provinces, autonomous regions and municipalities directly under the Central Government, of which the number of dealers in Jiangsu, Shandong and Henan is relatively large. Overall, the distributors of the Jiangling Ford technology brand are widely distributed, but the number needs to be improved.
summary
Looking at the joint venture medium-sized SUV market, most models are priced at about 200,000 yuan, and with the emergence of Jiangling Ford Technology Lingrui, subverting the joint venture medium-sized SUV market pattern, the people-friendly price makes it stand out in the same level of models, and at the same time, with a wealth of high-end configurations, as well as body size advantages, the compact SUV market segment has formed a dimensionality reduction blow. As another masterpiece of Jiangling Ford Technology for the passenger car market, Lingrui has remarkable comprehensive strength, and its future market performance is expected.