What kind of thing will be sold at a higher price?
First of all, there must be a market, and secondly, it is relatively scarce, and things are scarce and expensive. For example, the upcoming Moutai Cattle Year Zodiac Wine, the guidance price is raised from the original 1699 yuan to 2599 yuan; for example, the newly listed Huawei folding mobile phone mateX2 mobile phone, the price of 23,000 was copied by scalpers to more than 30,000, and still some people buy it.
These two goods sold at a higher price are typical representatives of supply less than demand (short supply); and for those goods whose supply is greater than demand, merchants often do price reduction promotion activities to stimulate consumption and reduce inventory.
But the Jeep Wranglers wanted to "find another way", obviously selling badly, but also collectively increasing the price by 10,000 yuan.
Recently, we learned from the official website of Jeep that the price of all Jeep Wrangler models in 2021 has been raised by 10,000 yuan, and the price range after the price adjustment is 439,900-54.99 million yuan. It is reported that the 2021 Wrangler was listed in December 2020, and the price range at that time was 429,900-53.99 million yuan. This time, only the price has been adjusted, and the model and configuration have not changed.
Relevant data show that Wrangler's sales in China in recent years have been very unsatisfactory, last year's monthly sales can only hover between six or seven hundred vehicles, the cumulative sales in the first 11 months is only 7,279 units, and the annual sales volume is not enough for the 300 twenty days of tanks. Obviously, the sale can not be moved, but also the collective price increase, what medicine is sold in the Jeep gourd?
For this price adjustment, the official response is mainly related to the cost increase.
The domestic imported Wranglers are mainly produced at Jeep's Toledo Toledo manufacturing facility in Ohio, USA. Affected by the epidemic, the United States has embarked on a crazy "printing money" model in the past period of time, and Byton once again passed an economic stimulus plan with a total size of $1.9 trillion after taking office. According to incomplete statistics, in the past year, since the implementation of the easing strategy in the United States, the printing of money has reached $4.5 trillion.
The harsh consequences of a large number of U.S. printing money have begun to show, and inflation has been staged in the United States and has a tendency to spread globally. According to a relevant survey data from the Dutch Cooperation Bank, since the middle of 2020, global food prices have soared by 50% overall; the prices of raw materials such as oil, coal and minerals have also risen.
In the case of rising raw material prices, the wrangler cost price increases, and in order to maintain the original profits, the price increase seems to be justified.
Due to the rise in raw material prices, the price increase is not a Wrangler, after Tesla adjusted the price of some models in the United States.
Among them, the standard endurance upgrade Model 3 rose from $36,990 to $37,490, an increase of $500. The long-range all-wheel drive Model 3 rose from $46,990 to $46,490, a price reduction of $500. The long-range full-drive Model Y rose from $48,990 to $49,990, an increase of $1,000.
If it is replaced by hot models such as Haval H6 and Changan CS75, the price increase will definitely have a lot of impact on sales, after all, its target group is basically some users who just need it, and they are more sensitive to price.
But for the Wrangler, the increase of 10,000 yuan can be said to be negligible for its sales. First of all, Wranglers have less sales in China, with an average of only more than 600 units a month, there is not much room for exploration; secondly, the target users of Wranglers are not just needed groups, they really have certain feelings and love to buy, this part of the group is generally solid, and will not care too much about the price increase of 10,000 pieces; in addition, don't look at the wrangler sales are not high, but the price is very firm, the terminal has almost no preferential treatment, and even some places have to increase the price, from which you can also see the loyalty and economic strength of its target users.
"Not all jeeps are called Jeep" Mention the Jeep SUV, the Wrangler must be the most well-known one.
From the Willys MB , the most popular American soldier during World War II , to the first civilian Jeep-CJ in 1944 , to today's Wrangler , spanning nearly eight decades , it is a classic legend in the history of off-road vehicles.
Tough appearance, non-load-bearing body mechanism, front and rear differential locks, torque can be magnified by 4 times at low speeds, time-sharing four-wheel drive system, strong off-road capabilities, I don't know how many men conquer nature's dream car.
However, in the Chinese market, which is dominated by urban SUVs, wranglers with outstanding off-road capabilities are somewhat unsatisfied.
First of all, the fuel consumption is high, although the domestic wranglers on sale only carry a 2.0T engine, but the fuel consumption is as high as 3.0T, and the average fuel consumption of the owner is 13L per 100 kilometers. In fact, for a hardcore off-road vehicle, this fuel consumption performance is acceptable. However, domestic consumers basically use it as a city SUV to drive, for a 2.0T "urban SUV", the fuel consumption of 13L/100km is obviously not acceptable to some people.
Secondly, the comfort is poor, and the domestic buying wranglers are almost rarely taken to the off-road venue like abroad, after all, half a million cars, the price is not cheap, and it hurts to be damaged, so it is basically used as an urban SUV. However, the Wrangler originally positioned the hard-core off-road vehicle, using a non-bearing body mechanism, the front and rear suspensions have adopted an integral bridge-type non-independent structure, and the chassis has a poor filter on the bumpy road surface; in addition, in order to ensure passability, the body center of gravity is high, and the shaking is more obvious when cornering at high speed.
In addition, the sound insulation is poor, and the Wrangler has a disassembly function, which seems to be very windy, but the sound insulation is not done well. When the speed rises, the noise from the off-road tires, engine noise, tire noise, etc. will obviously pass into the car, and the riding experience is not good.
Finally, there are many problems, high cost of use, pure imports of the United States, workmanship needs to be improved, and there are more small problems such as abnormal sounds. If you occasionally take it off-road, then you have to replace the wear parts frequently, but because of the small amount of ownership, the parts are basically imported, the price is expensive and the waiting time is long.
In addition to the dissatisfaction of water and soil, the rise of independent brand off-road vehicles in recent years has also eroded the market share of many wranglers.
For example, the BJ40, which also has a tough appearance, may be worse than the Wrangler's off-road and mechanical qualities, but the price is 300,000 yuan cheaper, and it is not painful to take it to build. Therefore, the market performance of BJ40 is much stronger than that of Wranglers, and the data shows that the cumulative sales of BJ40 in the first 11 months of 2020 were 15,082, which is twice as much as that of Wranglers (7,279 units).
And more willing to forget the Wrangler model is the end of last year's listed tank 300, tough appearance, excellent off-road performance, and the Chinese people's favorite luxury interior and comfortable driving experience, and the price of 17.58-22.00 million yuan for most Chinese people can also be accepted.
How can such a tank 300 not be heartwarming, and it will not be surprising that the Wrangler has completed a year's sales in just 20 days.
As a classic legend in the field of off-road vehicles, Wranglers have indeed left a lot of memories, and their excellent off-road strength is even more talked about. However, in the face of today's fierce market competition and consumers' diversified demand for cars, the "elderly" Wranglers seem to be unable to keep up with the rhythm, and the cold market is also reasonable.
In response to this price increase, in the view of buying and buying Jun, the impact on its already small market is very small, but if it is not adjusted to the Chinese market, with the complete rise of domestic brands in the off-road vehicle segment, then Wranglers may only rely on feelings to pay, but how long can this last?