Editor-in-Chief | Zhang Kehuan
Edit | Zhang Li
Author | Steamy Jun
Reports from The GreatAuto
When people have almost identified Toyota Sai's "cool", this new mid-to-high-end MPV in March, with more than 6,000 units of sales, directly approached the "Big Brother" Buick GL8, among the high sales range...
The successful breakthrough of Toyota XENA not only heralds the stage victory of this Toyota MPV in China's high-end MPV market. Behind the scenes, it also shows that the pattern of the domestic high-end MPV market is changing, and as an incremental market, there is still a lot of room for development in the future...
With the continuous rise of the high-end MPV market, many domestic manufacturers have also transferred the route of upward force to this market. In April alone, domestic manufacturers brought Lantu Dreamer and Denza D9 two new MPV with high-end features. So the question is, can the high-end MPV represented by Lantu Dreamer and Denza D9 finally achieve the same success as Sai Na?
Now the high-end MPV market
What kind of weather?
In the price range of 300,000-400,000, it is the main power range of high-end MPV. In this range, so far, it is still the "safety circle" of the Buick GL8 and Toyota Syna. So, what does the overall situation look like in this market?
The first key word given by the author is "diversity".
Twenty years ago, the Buick GL8 took the lead in opening the MPV model in China. At that time, MPV was still a "commercial vehicle" that focused on business travel.
However, today, twenty years later, in addition to the huge demand for MPV by enterprises and units, many home users also favor MPV models in the process of upgrading and purchasing.
Therefore, today, within the GL8 family, there are GL8 ES Luzun and GL8 Evia models that focus on business, and there are also GL8 land business class models that are mainly used for home. The Toyota Xena and Kia Kahua next door are the "All In high-end home market". Therefore, today, MPV has become synonymous with "IKEA".
In addition to the product positioning has become more diversified, today's high-end MPV market has also become more "intelligent" under the wave of the new four modernizations of automobiles.
For example, the Buick GL8, this car has not only won the respect of the market with its large space and high luxury quality. At the same time, it also constantly improves itself in response to the development of the times. On the new GL8 Aivia model, it not only has a full range of intelligent networking systems, but also brings V2X intelligent transportation technology, adapting to the development trend of the intelligent era...
From "diversification" to "intelligence", we can see that the high-end MPV market is constantly evolving and constantly changing. High-end domestic MPV such as Lantu Dreamer and Denza D9 also need to have the characteristics of the times that are ahead of the times, and when competing with joint venture brands, they must come up with their own unique competitiveness.
The novelty of domestic high-end MPV
Can you impress users?
In fact, on the issue of innovation, domestic brands that now hold technology and have new ideas have been doing well. In the field of MPV, what kind of innovation will the new cars such as Lantu Dreamer and Denza D9 bring?
In fact, from the current information, the innovation of these models is mainly at the power system level.
At present, Lantu Dreamer has entered the pre-sale stage, this MPV will adopt a two-line layout strategy of extended range and pure electric; and although denza D9 has not disclosed relevant information at present, from the situation point of view, it will also use DM-i hybrid and pure electric dual schemes.
Looking at the current high-end MPV market, it is basically based on fuel +48V light mixing, and only Toyota's MPV models have widely adopted hybrid systems. In fact, the power mode of electric drive is very popular in high-end MPV models.
What is the core of an MPV? I believe that the answer of most fans will be "comfortable" and "luxurious". At present, large-displacement self-priming engines are gradually moving away, and most models are using 2.0T four-cylinder engines. Such fuel power, although it can be adjusted by light mixing motors and gearboxes to improve the smooth texture, but still can not achieve complete smoothness.
The advantages of the motor are highlighted at this time. Due to the characteristics of the motor drive, the power smoothness and NVH quality of pure electric or hybrid models will be much better than that of traditional fuel models.
In particular, the lantu dreamer's extended range, pure electric layout. Pure electricity needless to say, the range extender power of the Lantu Dreamer is also completely driven by the motor, and the fuel engine only acts on the process of power generation. Therefore, faster power response and extreme smooth performance will also empower the luxury and comfort of this high-end MPV.
Although the Denza D9 doesn't have much information about the powertrain at the moment. However, if the DM-i hybrid system is used, its driving quality will also be guaranteed. At the same time, the DM-i hybrid system, which is more efficient and more fuel-efficient, can also greatly increase the vehicle's range. If the high-speed cruising range of the Denza D9 can exceed 1,000km, the car will have enough potential in the future market to compete with the joint venture high-end models.
In addition, "multi-dimensional scenario" will also become the direction of innovation for domestic high-end MPVs.
More powerful information processing capabilities, intelligent electronic and electrical architecture compatible with more intelligent equipment, not only can improve the performance of the vehicle's intelligent driving assistance system. At the same time, it can also improve the scene-based ability of the vehicle's intelligent cockpit.
For example, in the interior of the carriage, add certain office equipment, such as tablet computers, online conference systems and so on. As these MPV internally change from "mobile lounges" to "mobile offices" and "mobile study rooms", their scenario-based adaptability will also become stronger. In the future high-end MPV market, the adaptability of multiple scenarios is also an important factor.
On top of the novelty
Consumers want to see enough sincerity
If we look at it from the perspective of brand influence and recognition, joint venture brands such as Buick and Toyota have more advantages than brands such as Lantu and Denza. A new car is also more easily accepted by consumers. Therefore, the same high-end MPV, joint venture brands and independent brands, themselves are in an "unfair competition" environment.
Because of this, the new high-end MPV such as Lantu Dreamer and Denza D9 may be sold for more than 400,000. At this point, if consumers see only novelty, they may have a hard time competing. On top of the new meaning, it is even more necessary to let consumers see enough sincerity.
What do you think of such sincerity? First, look at "the cup is not big enough".
The Lando Dreamer has a length of more than 5.3 meters and a wheelbase of 3.2 meters, while the body length and wheelbase of the Denza D9 are also expected to exceed 5.2 meters and 5.3 meters. In the same segment, they are a circle larger than joint venture models such as the Buick GL8 and Toyota Syna in size alone.
And the texture of the interior of the carriage is naturally a problem that we don't need to worry about.
For example, Lantu Dreamer not only has luxurious materials, but also has a wealth of configurations. For example, inductive double-sided electric sliding doors, air suspension systems, diverse electric functions for rear seats... Under the improvement of this series of configurations, the texture of the interior is obviously not too much of a problem, and it is also worthy of the top price of 480,000.
The Denza D9 will take advantage of Daimler's advantages in interior design to enhance the internal atmosphere and match a variety of luxurious configurations to show its unique competitiveness.
In fact, in addition to these, taking the exclusive and customized luxury route is also an important means for new models such as lantu dreamers and denza D9 to quickly develop their influence. For example, lantu dreamer launched a seven-seat model at the same time, but also brought a customized version of the four-seat model, the high-end value of these models has also been further improved, to meet the expectations of high-end users.
epilogue
In general, the independent high-end MPV represented by Lantu Dreamer and Denza D9 has actually made sufficient preparations.
In the entire high-end MPV market, their price may be higher than that of joint venture models, but in terms of product strength, they have novelty and sincerity, and the competitiveness reflected is really not low. If the domestic high-end MPV develops at such a pace, it will really be "the future can be expected", surpassing the joint venture brand, and may no longer be a fantasy.
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