In the market, there are always some models with vague positioning, which the rich can't afford and the poor can't afford. It can be said that they can't pick up sesame seeds and lose watermelons.
Many super sports car brands have been born in Italy, among which Ferrari, Lamborghini and Maserati are the best known. Alfa Romeo, who has a longer history, also has his own place in the field of super-running. At the beginning of the last century, he almost swept all the top competitions, which can be described as infinite scenery. Even if it later turned to civilian use, the blood of super-running still flows in the bones, and speed and control are still the keynote throughout the body.
However, Alfa Romeo officially entered China on 20 17 with the help of Maserati's sales channels. At that time, the domestic automobile market had already been firmly occupied by major luxury brands. As a latecomer, Alfa Romeo wants a piece of the action. Even though Giulia, the first model to enter China, has the same handling ability as BMW 3 Series, this brand is really too small in China. In addition, the scarcity of 4S stores and the high maintenance cost can not be ignored.
Therefore, even consumers who are not poor in money are hesitant to wait and see for this brand. Few consumers really choose Alfa Romeo, followed by stelvio, who has to face the same situation. Even if it is sold at a 50% discount later, it is still prohibitive for ordinary people. Perhaps, Italians have always been only suitable for building supercars, and building civilian cars is more or less unaccustomed. Instead of being in a dilemma, it is better to specialize in what they are good at.
From 20 15, French cars began to decline in China. By 20 19, the market share of French cars will be less than 1%, which is somewhat embarrassing. However, the fragrance inside the wall is not the fragrance outside the wall. French brands are in full swing in Europe, in sharp contrast with China. As an independent luxury brand owned by Citroen, DS is favored by French politicians and has always been the best choice for French presidential cars. DS？ 7 has been in charge of this important task.
If the brands are famous, such as Peugeot and Citroen, it seems that DS has never been on the right track. Since 20 12 entered China, it has been unpopular. Many consumers are also confused when they see this brand. Knowing that it comes from France, it is a DS that knows more or less about cars, and the guide price is as high as 20.89-3 1.99 million yuan. As the flagship SUV, the price is not too expensive, but the monthly sales volume is only single digits. Most consumers with this budget also went to Tiguan L and Highlander.
The romance advocated by the French comes from the confidence of the bottom, and the influence of this culture has also greatly affected their car brands. However, this romance seems to be appreciated only by Europeans. Oranges are born in Huainan and oranges are born in Huaibei. Ironically, DS means "goddess" in French, but it has become "diaosi" in China. No one will doubt France's ability to build a good car, but Peugeot and Citroen can't support it, so how can the luxury brand DS survive?
It seems that the domestic automobile market has always been dominated by the public, and no one can match the achievement of more than 3 million sales in 20 19. But even car companies that sell so well have models that can't be sold. The high-profile listing of Phaeton, a million luxury cars, eventually had to stop production because of poor sales, but this did not seem to affect the public's admiration for the flagship product, and then launched its twin model Hui Ang. Originally, it wanted to fight back with a Jedi, but it found that the same south wall was fought twice.
As a high-end car, Huiang is built on MLB platform adopted by Audi A6L. The price of Huiang, which is positioned in the C-class car, dropped to 34.00-63.90 million yuan. As far as the technical strength of Volkswagen Group is concerned, no one will question the product strength of Huiang, and there are also high-end configurations. However, in the automobile market with more than 300,000 vehicles, Volkswagen's products have been difficult to compete with BBA. Many consumers would rather choose a B-class car than focus on Huiang.
Volkswagen will always be the public, and it cannot become a luxury brand by launching luxury cars. Huiang seems to make money at a loss, but on the other hand, not all products are made for quantity. Just as Starbucks sells a glass of mineral water from 25 yuan just to make more coffee from 30 yuan look less expensive, some products appear more because they help consumers build brand awareness. The most important purpose of Huiang's flagship product is to highlight the first-class car-making level of Volkswagen brand and enhance the brand image, so the sales volume will become irrelevant to some extent.
Janice's logo is very interesting. At first glance, there is also a sense of sight of Bentley and Aston Martin, which seems to have added a lot of impressions to unfamiliar friends. And its English name Genesis is also very high-end, which translates as "Genesis". But in fact, Dzhanis's true identity is a luxury brand owned by Hyundai Motor, and its original intention is undoubtedly to recreate the success of Lexus.
As a luxury brand established less than 6 years ago, Janice is not well known to mass consumers at present. In earlier years, Dzhanis entered the domestic market through small-batch imports, and now the independent dealer system is gradually being established. The G90 has been road tested in China and is expected to be listed in the first half of this year. Inheriting the highest technical level of modern automobiles, the strength of G90 products is unquestionable, but it is hard to say whether consumers buy it or not.
Looking at the domestic automobile market, the recent situation of Korean brands is not as good as before, and it is very difficult for Genese to establish brand image, not to mention that Japanese luxury brands Acura, Britain and finidi have not gained a foothold in China for more than ten years. How confident is Jeniseth as a latecomer? The inherent cognition of luxury brands often takes a long time and heavy capital to win the recognition of consumers, and the resulting brand premium can also make consumers feel value for money. How does Jeniseth from South Korea make consumers feel value for money?
The former Grand Cherokee can be said to be the first SUV of many domestic SUV enthusiasts, leaving an indelible memory for countless middle-aged people today. As the only Jeep model that combines outdoor ride with luxury and comfort, the birth of Grand Cherokee created a market segment of full-size luxury SUVs and set the initial standard for later full-size luxury SUVs. Grand Cherokee is also the most representative model of Jeep brand in the new era, except Shepherd.
Rough appearance, Ward's top ten engines, four-wheel independent air suspension and strong off-road ability are the highlights of the current Grand Cherokee. However, with the off-road characteristics being gradually diluted by the demand for cars, the Grand Cherokee is now moving closer to the urban SUV step by step. Long-term non-replacement makes the product strength of Grand Cherokee decline continuously, and the guide price of 52.99-710.49 million yuan also makes many consumers full of expectations for it.
Jeep always talks about using strength to make feelings fall to the ground, but feelings, as an illusory thing, are difficult to support the expensive price of cars. Freeman and the guide can make do, and the shepherd's off-road performance is also worthy of its price. However, this level of Grand Cherokee costs as much as 500,000 yuan, but even the basic quality control is not done well, and the luxury construction is not satisfactory. American cars have always been careless. What about feelings?
There are always people who envy a lot of foreign sports car brands and complain that their own brands don't even have sports cars. Isn't the future K50 coming, although it is pure electric? From the appearance, the first impression of the future K50 is that it will lose to Ferrari and Lamborghini. Low body, streamlined shape, and all kinds of carbon fiber, a sports car should have everything, which brings a strong visual impact.
In the future, the powertrain of K50 is composed of ternary lithium battery with a capacity of 78.84kWh and permanent magnet synchronous dual motors. With the cooperation of four-wheel drive system and Bogo Warner single reduction gearbox, the acceleration time per 100 kilometers is only 4.6S, which is not very good, but compared with those real sports cars with a capacity of two or three million, the future price of K50 is more affordable, and the national unified price after subsidy is only 686,800. But for ordinary consumers, this is also the price of five Civic.
Therefore, if you want to buy a toy of nearly 700,000 yuan, even if you support your own brand, money at home is not so extravagant. Judging from the current situation, most people are still not optimistic about the future K50 and think it is "the most promising car". But in any case, the future K50, as "the first mass-produced electric sports car in China", has made great courage, and we also know the future brand through this model. As for the future development, that's your own business.
In fact, after careful analysis of the above models, their product strength will not be very poor, even worse than that of the same level models, but only subject to factors such as brand, positioning, market and price, which will cause the situation that the rich can't afford it. Only the correct positioning can make a good start!
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.