The price of 90,000 can't be sold, Volvo XC60 sales have fallen by more than half, and it doesn't work to exchange price for volume?

Editor's introduction: In February this year, the monthly retail sales of Volvo XC60 were 3,441 units, compared with the previous monthly sales of less than 7,000, the sales fell by more than half, and the competitiveness is no longer there.

With the rapid development of new energy, many domestic fuel vehicles are not having a good time, after all, everyone is pursuing low fuel consumption, and it is better to choose a plug-in hybrid model, and the important thing is that it can also be exempted from purchase tax. With the help of policies, domestic new energy vehicles have become the mainstream of car purchases. However, despite the high volume of new energy vehicles when buying cars, there are still many classic fuel vehicles that are popular with consumers in the B-class car market.

Judging from the sales list in February this year, the top few domestic medium-sized SUVs are basically well-known models, however, the difference from the previous ranking is that Volvo XC60, which has been stable at more than 6,000 units, did not enter the top ten medium-sized SUVs this time. According to the data, in February, only 3,441 Volvo XC60 units were sold, compared with the previous monthly sales of less than 7,000, sales fell by more than half.

You know, Volvo XC60 is Volvo's main model, which can be called the pillar of its family. With its good safety configuration and the whole series of 2.0T high-power engine + 48V mild hybrid system, it has gained good attention. The power of the car has certain advantages over the Mercedes-Benz GLC and BMW X3 of the same level. For consumers looking for safety and power, the Volvo XC60 has a good appeal.

The most important thing is that the official guide price range of the four models on sale is 396,900-458,900 yuan, the maximum discount has reached 94,000 yuan, and the starting price after the discount is 300,000 yuan, which is not inferior to the BBA brand. This discount greatly improves the value for money of the Volvo XC60. However, even with the significant price reduction, the Volvo XC60 is selling worse and worse.

There are many reasons for the decline in sales of the Volvo XC60. On the one hand, February is the off-season for car sales, and the impact of the Spring Festival has caused its sales to decline. However, the sales of models in the same class are still good, and the off-season should not be a reason for poor sales.

The most important reason is a new round of price war in February, many medium-sized SUVs have cut prices sharply, and the new energy vehicle market has played the banner of "electricity is lower than oil", which makes the Volvo XC60 in exchange for price reduction can not be reduced, which eventually leads to a decline in competitiveness. At present, the starting price of Volvo XC60 after the price reduction has come to 300,000 yuan, and the price of the same Lynk & Co 09 EM-P is also 300,000, and the sales volume of Lynk & Co 09EM-P is only three digits, which shows how fierce the competition in the SUV market at this level is 300,000.

If you want to buy an SUV for 300,000 yuan, many consumers will first think of Tesla Model Y and Ideal L7. As 300,000-level models, the two new energy models have an important influence in the era of rapid development of new energy. The trend of young age of luxury car owners has been formed, and there is a problem with this low age, that is, they are more inclusive, they are not as conservative as the older generation, and no longer pursue too much brand influence.

Ideal L7 living room, bedroom, big TV, intelligent AI dialogue, etc., brought together in a medium and large SUV, making travel more comfortable and fun, on the other hand, Volvo of traditional car companies, the interior of its models seems to be a product of the last century, although the embedded central control screen can save cockpit space, but compared with domestic cars with a sense of science and technology, it can not attract the attention of mainstream car buyers. It can be said that entering the Volvo model will not bring you the meaning of science and technology, and the feeling is more old-fashioned.

It can be said that at the moment of the price war, the Volvo XC60 has no advantage in diving price reduction. On the other hand, Mercedes-Benz GLC of the same level also gave a market discount of about 100,000, and the starting price after the discount was about 320,000; BMW X3 also gave a discount of about 100,000, and the starting price after the discount was about 340,000 yuan; Audi Q5L also has a high Save deposit, and the price after the discount also starts at 300,000. It can be said that at the same price, Volvo XC60 cannot compete with BBA, after all, it is only a second-tier luxury brand.

Then there is the gradual decline of Volvo's own brand influence, Volvo once enjoyed a good reputation in Europe, but with the brutal market competition towards the decline, after several twists and turns was finally acquired by Geely, the influence is no longer there, pulling down the height of the entire brand. Although the price for volume to maintain a certain sales, but now lost the price advantage, the value retention rate has also continued to decline under the influence of sharp price reductions, the key is that maintenance is notoriously expensive, fuel consumption is also high, resulting in Volvo's brand image greatly discounted. In addition, in the context of the rapid development of new energy, Volvo has suffered frequent setbacks in the new energy market due to its inability to keep up with the pace of development, and at the same time, the market share of fuel vehicles will naturally be squeezed out, and Volvo, which cannot keep up with the times, is almost marginalized.