Domestic cars have always given people a low-end, cheap feeling, even if our models of the same level are stronger, higher configuration, more eye-catching appearance, but not a high-end brand than the joint venture brand. Of course, this is related to the late start of our automobile industry, which was indeed inferior to that of joint venture car companies in terms of technology and technology, so we can only work cost performance and fight a price war. So that today, it is difficult for domestic cars to get rid of the impression of low-end.
For example, Geely's Lynk & Co, Great Wall's WEY, and Chery's Xingtu are all making efforts to move the brand upwards, but with little effect. Because of its exaggerated shape, Lynk & Co is more likely to be regarded as a personalized choice, and its scale and influence are difficult to say to be high-end. The market performance of WEY and Xingtu is even more difficult to say, and the same powertrain as the Haval and Tiggo series, there is no way to give people a sense of value for money, even if the material is more solid, the configuration is more luxurious, still can not support the word high-end.
To sum up, among the domestic brands now, the most promising to become a high-end brand, I still think of Hongqi, Weilai and BYD.
Hongqi comes with a luxury gene, this name carries the faith of the Chinese people, coupled with the current good design and quality assurance policy, making it easier for consumers to accept its brand premium. Sedans from Hongqi H5 to H9, SUVs from E-HS3 to E-HS9, none of the models landed at a price of less than 150,000. It can be seen that Hongqi does not intend to do low-end products, just like consumer cognition, Hongqi brand should not be low-end.
Natural brand recognition, so that the "high-end road" of Hongqi smooth, if you use people as a metaphor, this is a family man, with a prominent family lineage and inheritance, all to do is to cultivate internal skills. At present, the technical background of Hongqi still needs to be accumulated, and it still takes time to support the word high-end in market performance.
Weilai may be the most expensive domestic brand with the most expensive average price at present. Of course, the average price of new energy vehicle companies such as Gaohe and Jihu is not low, but the lack of sufficient sales support indicates that brand recognition is insufficient. And Weilai, since the first car ES8 was listed, the car price has not been lower than 350,000, the product basically stands at a price of four or five hundred thousand, if the price as the standard, then Weilai can be said to be the first domestic luxury brand.
However, after all, Weilai is still only a new car-making force, lacking enough brand heritage, and its price is more supported by service and marketing. Even, the price of the car has been sold to four or five hundred thousand, and Weilai still has not been able to achieve profitability, and it is still losing money. This is very worrying about the future of this car company. And after all, Weilai has no experience in the research and development of engines and gearboxes, and its products are mainly OEM, without the ability to build fuel vehicles, and it is not even a car company in the traditional sense, so the image of its high-end brand is a bit ungrounded no matter how it is said.
And BYD, giving people the first impression, is even more high-end. The name and LOGO alone are enough to dissuade a group of people. However, we have also noticed that in recent years, consumers have changed their brand perception of BYD: from no money to buy BYD, to no money to buy BYD, perhaps, because of the first impression, you may still not like it, but you no longer dare to underestimate the brand.
From the initial, the reverse research and development of F3 copycat car companies, to another way, to create China's first new energy vehicle, opened up the road of plug-in hybrid, and rode on the three-electric system! With its own engine and its own gearbox, the whole vehicle can be built by itself except for tires and glass! When we still feel that BYD is low-end, Mercedes-Benz and Toyota have already thrown an olive branch and actively sought cooperation. The president of Volkswagen also has to travel thousands of miles to Shanghai to personally test drive the just listed BYD Tang! Even this year's college entrance examination proposition has made an advertisement for "enterprise A" for free.
If it is a high-end brand, the technical advantage is the real high-end! For example, BYD DM-i, the fuel consumption of 100 kilometers and 3L directly put the elimination of fuel vehicles on the agenda. Blade batteries have redefined the luxury of the new energy field - safety is the greatest luxury! In the case that chips are being lost all over the world, so that the automotive industry has been seriously affected, and many car companies have to cut production and stop production, BYD can be self-sufficient, and even provide a part of the external supply. When the motherland suffered the epidemic, it was also this car-making enterprise, three days out of the drawings, seven days out of the equipment, ten days of production, to the people of the country to solve the urgent need!
There is faith, there is responsibility, there is technology, there is strength, this is the real sense of high-end!
At present, BYD has two major sales networks: Dynasty and e-net. Qin, Han, Tang, Song, Yuan, a series of automotive products full of leading technology and continuous iterative upgrading to consumers, and have been recognized by the market. According to guosen securities statistics, bydir's average bicycle price has increased to 135,200 yuan, and it is expected to reach 151,700 yuan in 2021! This is still in the case of F3, fuel Qin and other tens of thousands of yuan of low-end cheap models are still on sale, if BYD made up its mind to take the lead in stopping production and stop selling fuel models, the average price of its bicycles will further increase!
From no money to buy BYD, to no money to buy BYD. From looking down on BYD to not being able to afford BYD... The image of this brand is changing little by little. The leader of new energy, the disruptor of fuel vehicles, BYD's brand is booming like its market value!
If Hongqi is "born beautiful" and Weilai is "service-oriented", then BYD is from the bottom, step by step, and steadily upward. Through efforts and technological breakthroughs, a little bit to enhance the brand image, a little bit to change the consumer's cognition, a little bit to the high-end.