Urban SUVs are dead, light off-road SUVs are the future?

Following the introduction of the niche off-road market into the public eye of the Tank 300 three years ago, today, with the continuous rise of the outdoor trend and the mass production of new low-cost light off-road SUVs such as the Jet Traveler and the Haval Raptor on the market, the competition of "square box" off-road models has obviously entered the second half.

Today, we will take a look at the specific sales of the off-road SUV market in October, and see how the entry of new players such as Jet Traveler and Haval Raptors has affected the "square box" off-road SUV market and even the entire SUV market.

Coming from behind, low prices are the last word to drive sales!

The highest sales in the off-road SUV field in October is still the most familiar tank 300, with monthly sales of 8,645 units, compared with the sales of 10,200 units in September, there is a more obvious decline, but the overall performance is still stable.

In second place below the Tank 300 is the Jet Traveler, which sold 7,931 units in October, up from 5,363 units in the previous month. As a model that has only been on the market for 3 months, the fact that Jietu Traveler can achieve such sales results has already shown from the side that low entry threshold + a variety of optional configurations + square box shape is indeed a feasible road. In the future, the Jet Traveler will also have a new plug-in hybrid version, with stronger performance, lower fuel consumption, and more promising performance.

The third-ranked model is the Haval Raptor that has just completed its launch and entered its first delivery month, with cumulative sales of 5,084 units in October. Although the sales volume is inferior to that of the Jet Traveler, considering that the Haval Raptors will only officially start deliveries in October, it is also worth affirming that they can have such sales results. To be able to achieve such sales, the golden combination of "square box" shape + differential lock (optional) + Hi4-T electric four-wheel drive has contributed a lot.

After that, there are the Tank 500 family (5065 units of the Tank 500Hi4-T; 471 units of the fuel version), the Tank 400Hi4-T (3102 units), the Beijing BJ40 (1393 units) and the Beijing BJ60 (1210 units).

Overall, although the off-road plug-in hybrid SUV has just landed, the effect is good, which can be seen through the comparison of the sales of the tank 500Hi4-T and its fuel version, as well as the sales of the Haval Raptor In addition, low prices are still the best "accelerant" to drive the sales engine.

The off-road market pattern may change dramatically?

After the emergence of light off-road "square boxes" with less than 200,000 such as the Jet Traveler and the Haval Raptor Raptor, many consumers began to subjectively believe that the era of the Tank 300 dominating the off-road SUV is about to come to an end. But in fact, in the author's personal opinion, the pattern of the "square box" off-road SUV market will indeed change to a certain extent in the future, but the pattern led by the tank 300 will not change for the time being.

First of all, at the product level, we need to make a point clear, such as the tank 300 and other models belong to the ORV (Off-Road Vehicle), this kind of model uses a non-load-bearing body, such a body structure is destined to the upper limit of this type of model outdoor off-road will be higher, belongs to the real sense of off-road vehicles. On the other hand, the Jet Traveler and the Haval Raptor are still SUVs, but the four-wheel drive system and differential locks and other accessories give this type of model a certain off-road ability, so the official label for them is a light off-road SUV, and there is a fundamental difference between the two.

With this premise, it is not difficult to see that although models such as the Jet Traveler and the Haval Raptor have further lowered the threshold for off-road SUVs, they are limited by cost and other factors, and they cannot be equipped with a load-bearing body, so the tank 300 is still a relatively low price at the moment, and the ORV with a non-load-bearing body is still there.

In addition, at the brand level, the brand of Tank started earlier, the current audience of the product is wider, the voice is higher, and after the follow-up Hi4-T system is devolved to more models, including the Tank 300, the sales of the entire brand will remain stable in the short term.

The biggest impact will be on the SUV market

Although the light off-road "square box" cannot change the market pattern of off-road SUVs for the time being, it points out the direction for the future development of urban SUVs.

Nowadays, urban SUVs have entered a bottleneck period in terms of design, especially after the rise of the new energy wave, all the through-type light strips, closed shapes, hidden door handles, such a "combination of punches" to create a sense of so-called science and technology and minimalist style, I believe that many consumers have aesthetic fatigue, in this case, the "square box" shape in the short term, will be a good reference direction.

In addition to bringing a sense of freshness in design, the light off-road "square box" can also broaden the use of the car, because they have four-wheel drive, provide optional differential lock, and cooperate with the plug-in hybrid system that can improve power performance and reduce energy consumption, which can take into account the needs of consumers for off-road and daily urban vehicles, and the use scenarios are more extensive.

Take the Jet Traveler as an example, it costs 139,900-184,900 yuan, of which 139,900 yuan and 149,900 yuan are two-wheel drive versions, although they are not equipped with a four-wheel drive system, but they are equipped with 360-degree panoramic images as standard, transparent chassis, fatigue driving tips, LED headlights, Qualcomm Snapdragon 8155 chip, voice control system that supports wake-up free and four-zone recognition, etc., combined with the appearance of the square box, it has more advantages than traditional urban SUVs.

For consumers with off-road needs, the four-wheel drive version from 159,900 is equipped with a rear axle differential lock, central differential locking function, four-wheel drive, wading induction system, etc., which can meet the needs of light off-road or even moderate off-road.

Write at the end

All in all, the excellent sales of the Jet Traveler and the Haval Raptor have proved from the side that the consumption habits of the mainland SUV market are quietly changing, and it also indicates that the light off-road SUV may become a new growth point in the SUV market in the future. In this context, the future off-road SUV market will inevitably change from the current "one dominant" to "a hundred schools of thought", so who are you optimistic about?