preface
With the advent of the era of two and three tires, the MPV market has been rapidly activated, and various car companies have also riveted enough to increase their efforts to enter the army. From a development point of view, the emerging MPV market may be another opportunity for domestic players in the track to surpass the joint venture brand. However, although a new market is good, if it does not have enough strength, it can only be a spectator.
Thousands of calls began to come out, and Dongfeng Fengxing, which has been hovering in the low-end and commercial MPV fields, has also begun to advance to the mid-to-high-end residential MPV market, launching a new 7-seat family car yacht. Judging from the pre-sale information, the new car launched 4 models, namely the sail version, the wind chasing version, the wave version and the moon version, with a pre-price of 12.19-15.49 million.
An established fact is that the brand value of Dongfeng Fengxing itself is not high, and now even the right to use "Double Flying Swallow" has been "deprived". Combined with the product performance and pre-price of the new car, Fengxing Yacht still plays a role of "checking for leaks and filling in the gaps", which has some high and low meanings, standing at this juncture to predict that it will be difficult to inject more sales growth momentum into the future new car. The price of Dongfeng Fengxing Yacht is not a surprise, nor can it be an accident.
As we all know, as the brand's New Year, Dongfeng Fengxing in 2021 can be described as frequent actions, from the release of the "Wind Plan", to the announcement of the replacement of the "Jinshi Biao" of all models, to the launch of the Fengxing T5 EVO, Fengxing has almost done all the capable. However, from a realistic point of view, the plot does not seem to go according to the expected script, and the sales of the brand's SUV models are still flat.
In order to further rejuvenate the product and cater to the young people of the Z generation, the Fengxing T5 EVO even launched a tidal change, a variety of bright colors and a heatwave version of the Fengxing T5 EVO equipped with a sports kit. However, how can the inner inadequacy, relying only on a simple patchwork and revision, satisfy the increasingly rational young generation? The hastily debuted T5 EVO heat wave version failed to set off a hot wave after all.
Nowadays, as a cross-era product of the brand, Fengxing Yacht will serve as the pioneer of Dongfeng Fengxing to create a new era of brand. The success of this model is also crucial for Zeng Qinglin, general manager of Dongfeng Liuzhou Automobile Co., Ltd.'s passenger car sales company. After the ups and downs, Zeng Qinglin needed a "victory" to boost the morale of the popular and prove himself. So, can the arrival of this popular yacht make Zeng Qinglin's wish land?
From the early hands-on marketing communication to the debut platform, it can be seen that Zeng Qinglin attaches great importance to this car, but what is its real strength?
Regardless of whether the model works or not, the name must be out of the circle enough. With the advent of the era of bold and publicly named models of various car companies, Dongfeng Fengxing is no exception to join in, and the new car is directly named "Yacht". As for why such an eye-catching name, official information shows that the new car is designed based on the yacht-style modeling concept, embellished by the original design aesthetics of feng dynamics, integrating fashion and power, and using yacht-class car-making standards to meet the needs of target users for multi-scene car use, providing users with a comfortable and quality travel experience like a yacht.
Yacht is a high-end durable consumer product for water entertainment. It integrates navigation, sports, entertainment, leisure and other functions, and can meet the needs of individuals and families to enjoy life. In developed countries, yachts are mostly owned by private wealthy individuals. From this, we seem to understand that the "human design" of Dongfeng Wind and Wind Yacht must be "rich and handsome".
Interestingly, there are currently mixed reviews of the design of the popular yacht, and many people think that there are too many elements on the new body to "pay tribute" to Lexus, so that at first glance there will be a sense of "Li Kui, Li Ghost". The existence of this kind of problem may be due to the popularity of borrowing chickens to lay eggs, or it may be caused by the inertia and trickery of the designers. Of course, this kind of opinion doesn't have to be too concerned, after all, you can convince yourself with a high emotional intelligence statement such as "strong imitation ability".
But even if the design is not discussed, we must understand the current reality of the context: most people's concept of windmills is still stuck in the impression of pulling trucks, and it is estimated that it is a little difficult to change to the tone of GL8 and Odyssey. For example, at the beginning of the debut, netizens issued a "MPV without a sliding door are all hooligans!" "The cry. The so-called murderous curse, this sentence really hit the crux of the popular yacht. Like the geely jiaji and trumpchi M6 of the same class, Fengxing Yacht does not have a double-sided electric sliding door, but adopts a hinged design that is more common in cars and SUVs. Such a design is undoubtedly the most unacceptable point for fans who love MPV, after all, the sliding door is the soul of MPV.
In terms of cost, according to the approximate valuation of the parts of the electric sliding door, the cost proportion of the electric sliding door (the whole vehicle) will be about 2-4 times higher than that of the ordinary door. For example, if the Buick GL6 wants to install a double electric sliding door, the cost is about 5,000 pieces higher. At the level of more than 100,000, the price level can directly affect the sales volume of the product. If the cost of the vehicle increases by 5,000 yuan, then the price will most likely increase by more than 8,000 yuan. The difference of nearly 10,000 yuan can sometimes really crush the terminal performance of a car.
There is no doubt that the abandonment of the side sliding door has nothing to do with technology, the most fundamental thing is to reduce costs and control prices! However, the result of this will be, I am afraid there is only one, although the Dongfeng Fengxing Yacht has a little "yacht" surface image, but want to have a "yacht" like connotation and temperament, send it two words, no way!
Another point that has been widely complained about is the power of popular yachts. Shenyang Aerospace Mitsubishi 4A95TD four-cylinder engine already exists in the Fengxing T5 EVO, not to mention the previous common turbocharger sound, engine failure lights, engine noise and other issues, the word "Mitsubishi" alone is enough to become the original sin. After all, it is 2202 years old, but it is still playing Mitsubishi, and it can only be said that dongfeng is a bit poor in donkey skills.
Jianghu car reviews
The moment you give up the sliding door, you are actually doomed to the fate of the popular yacht. Dongfeng Fengxing hopes to enter the home MPV market with the help of Fengxing yachts, but it will inevitably continue to become a high-end "cargo" in the field of "trucks". What do you mean? To put it bluntly, it is to become an MPV model that can both pull goods and meet the needs of the family. Of course, in this attribute, pulling goods is still the main one.
In fact, the same brand "Lala" on the street is already showing the tone of the brand with practical actions, and wants to change its life against the sky, unless it can change the "way". Can you ask Zeng Qinglin, do you have the courage to make Fengxing Yacht and T5EVO a model under the independent brand of Dongfeng Fengxing? If not, then solidify the position of the commercial MPV field! Otherwise, not up and down, not high and not low, will only make the market positioning of Dongfeng more embarrassing! Looking at the Fengxing Yacht in this way, is it already doomed to the fate of this new car at the moment when Dongfeng Fengxing abandons the sliding door?