In the Chinese auto market, after a model is popular, there will always be many competitors, such as the popularity of Wuling Hongguang MINI EV, and a number of competitive models such as QQ ice cream. After the success of Wuling Hongguang MPV, a large number of similar MPVs such as Dongfeng Xiaokang also appeared in China. For example, after a model with a longer wheelbase appeared in the Chinese market, there will also be a large number of models that follow the trend and lengthen.
Recently, the patent diagram of the Jetour hardcore off-road vehicle was exposed, and its benchmark model was the Tank 300. So can Jetway succeed?
The car of Jietu has not yet been officially named, and the T-X is the name of the previous concept car. It is a model released at the Jetour Brand Night in early 2022. It is the first hardcore off-road vehicle under the Jietu umbrella.
Judging from the previous concept car and patent drawings, the design of the new car is very tough. The use of the current market popular retro style design, the overall square, angular, looks more like a toy box, especially the body in many places are used heroic muscle lines, so that it looks more visual impact.
It will bring to mind models such as the Ford Bronco, Jeep Wrangler, Tank 300 and so on.
The new car is expected to be powered by the Chery family's 2.0T turbocharged engine (Kunpeng Power), which has a maximum power of 187 kW, a maximum horsepower of 254 hp, and a peak torque of 390 Nm, which is currently used in Tiggo 8PLUS. In terms of transmission, it will be matched by an 8AT transmission, and a four-wheel drive version will also be available.
Regarding this car, do you think it can shake the market position of the Tank 300? I find it very difficult.
[1] Hardcore off-road vehicles are niche markets, and it is difficult to accommodate other models other than tank 300!
As we all know, the hardcore off-road vehicle market itself is a niche market. This market was not without other models before, such as baic motor BJ40, Haval H9 and so on. But none of these models have achieved market success. Until the emergence of the Tank 300 changed the pattern of the market.
There are many success factors for tank 300, of course, appearance is certainly one of the most important factors, and even many tank 300 users are women, not men. However, China's hardcore off-road vehicle market is relatively small, and once consumers identify one brand as successful, it is difficult to accept other brands. This is also why after the popularity of Wuling Hongguang MPV, there have been so many other similar models in China, but the sales volume is ultimately not as good as Wuling Hongguang, which is the reason!
So now that the Tank 300 is successful, can consumers still accept another self-owned brand of hardcore off-road vehicles? I find it difficult.
[2] Jietu has no experience in building hardcore off-road vehicles!
The success of tank 300, in addition to the appearance value, there is another very important factor. Great Wall Motors has rich experience in the production and manufacture of hardcore off-road vehicles. This includes the previous Haval H9, the Great Wall Gun pickup truck, which has already gained good sales and word of mouth in the market. The market share of the Great Wall Gun pickup truck is as high as more than 50%, and half of the pickup truck sales in the Chinese market come from the Great Wall Gun.
Therefore, Great Wall Motors' experience in the production of hardcore off-road vehicles is very sufficient, and these experience accumulations have also helped the research and development of the tank 300. But Jetway has no experience in producing hardcore off-road vehicles, it makes hard-core off-road vehicles, just like Land Rover wants to build a supercar, either no, or it is strange.
[3] Tank is a high-end brand, Jietu is not!
Tank 300 was independent from the WEY brand, and later the launch of Tank 500 made the tank brand a high-end hardcore off-road vehicle brand in China. Great Wall's goal is to build the tank into a professional SUV brand that can rival the Jeep, Land Rover. Therefore, Great Wall Motors is not to create a car, but a system, a family.
The Jietu brand did not have such an idea and goal, it launched a hardcore off-road vehicle only because it saw the success of the tank 300 and wanted to take advantage of the opportunity to launch a hot model.
Therefore, the tank 300 can be easily sold to more than 200,000, or even more than 300,000, and if the Jietu brand is sold at the same price as the tank 300, users are largely unacceptable.