Recently, the domestic SUV market has been surging, and a number of popular models have offered price cuts, trying to seize the opportunity in the fierce market competition. Among them, Geely's Boyue L and Changan CS75PLUS models have attracted considerable attention, which has aroused widespread attention and discussion among consumers. In the face of the unfavorable situation of the overall downturn in the industry and shrinking demand, how these two star models can break through in the price war and achieve a turnaround against the wind is worthy of our in-depth discussion.
Let's take a look at the basic situation of Boyue L and CS75PLUS. Boyue L is a mid-size SUV launched by Geely Automobile in 2020, positioned in the household market, focusing on the product selling point of "large space and strong power". With its tough and atmospheric exterior design, spacious and comfortable riding space and 1.8TD+7DCT power combination, Boyue L was welcomed by consumers at the beginning of its launch, and its sales performance was once very eye-catching. The CS75PLUS is a compact SUV from Changan Automobile, which was launched in 2019 and is mainly aimed at young consumers who pursue fashion and individuality. The CS75PLUS adopts Changan's latest family-style design language, with a dynamic and fashionable appearance and a full sense of science and technology in the interior, equipped with a Blue Whale 1.5T engine, matched with Aisin 6AT gearbox, smooth and linear power output, and excellent fuel economy.
As the domestic auto market enters the era of stock competition, coupled with the impact of factors such as the new crown epidemic and chip shortage, the competition in the SUV segment is becoming increasingly fierce, and many car companies are facing the dilemma of declining sales and overstocking. In this context, price reduction has become an important means for car companies to stimulate consumption and accelerate destocking. Boyue L and CS75PLUS are no exception, and they have joined the ranks of the price reduction army. The highest drop in Boyue L reached 16,000 yuan, while the drop in CS75PLUS was as high as 20,000 yuan, which is a high level in the same class of models.
So, what does the price reduction mean for Boyue L and CS75PLUS, and how should they deal with it in the price war in order to win the favor of consumers?
For Boyue L, large space and strong power are its biggest product advantages. The body size of Boyue L has reached 4705/1895/1685mm, and the wheelbase is 2815mm, which is very spacious in both riding space and storage space, which is very suitable for family cars. In terms of power, the 1.8TD engine has a maximum power of 135kW and a peak torque of 285Nm, with high transmission efficiency and fast acceleration response, which can easily cope with even full load. After the price reduction, the cost-effective advantage of Boyue L is further highlighted. With an entry price of 77,900 yuan, consumers can enjoy a large space and strong power that are rare in the same class, which is undoubtedly very attractive to family users who pursue value for money.
Boyue L is not without shortcomings. Compared with joint venture brands, Geely's brand premium ability needs to be improved, which limits its price ceiling to a certain extent. The configuration level of Boyue L is decent, and there is still room for improvement in the performance of intelligent networking, active security, etc. Therefore, while reducing the price, Boyue L also needs to further optimize its product strength, bring more high-value configuration to consumers, and enhance product competitiveness. At the same time, Geely should also increase brand building efforts, establish a good brand image through high-quality products and services, and lay the foundation for the long-term development of Boyue L.
Let's look at CS75PLUS. Compared with Boyue L, the positioning of the CS75PLUS is more youthful and fashionable, mainly for the new generation of consumer groups who pursue individuality. The CS75PLUS features a dynamic fastback body design with a large grille and split LED headlights. The interior design is also full of a sense of technology, with LCD dashboards, large central control screens, frameless doors and other elements readily available, which makes people shine. CS75PLUS also has a wealth of intelligent configurations, such as face recognition, voice control, mobile phone wireless charging, etc., bringing a more intelligent and convenient car experience.
After the price reduction, CS75PLUS will undoubtedly attract the attention of more young consumers. With an entry price of 106,900 yuan, the CS75PLUS has a very obvious cost-effective advantage in the same class of models. CS75PLUS also faces some challenges. For example, in terms of powertrain, although the combination of 1.5T engine + 6AT transmission is enough for daily use, there is still room for improvement in terms of driving pleasure. The recognition and reputation of the Changan brand among young consumers need to be strengthened, which will also have a certain impact on the market performance of CS75PLUS.
CS75PLUS while enjoying the price reduction dividend, it is also necessary to work product strength. On the one hand, it is necessary to further strengthen the product tonality of "fashion and technology", and launch more personalized configurations and functions for young users to enhance the attractiveness of products. On the other hand, it is necessary to accelerate the pace of product iteration and upgrading, and continue to make efforts in power performance and intelligent networking to meet the increasingly upgraded car needs of consumers. At the same time, Changan Automobile also needs to increase the layout of brand rejuvenation, through cross-border marketing, fan economy and other methods, to shorten the distance with the new generation of consumers, and accumulate more brand equity for the CS75PLUS.
The two models of Boyue L and CS75PLUS are facing great opportunities and challenges in the context of price reduction. Price reductions can certainly stimulate sales and attract more consumers in the short term, but in the long run, product strength is the key to victory. For consumers, the purchase of a car should not only focus on the price, but also combine their own car needs, comprehensively evaluate the performance, configuration, brand and other factors of the vehicle, and choose the most suitable one for themselves. For car companies, price reduction is not a long-term solution, and improving product strength and brand premium is the fundamental way to win. In the era of "user-centric", whoever can better grasp the needs of consumers will be able to win the first opportunity in the market competition. Let's wait and see how Boyue L and CS75PLUS ride the wind and waves in the torrent of the price war and achieve a turnaround.