The new SUV era approaching luxury brand localization downgrade prices

In the new SUV era, we will fix the key words on small size, small fuel consumption, and small displacement. The new generation of SUVs is not just this, but there are also a variety of low-cost luxury SUVs with high brand value, low-brand value-added ordinary brand SUVs and many other models. From the perspective of several SUVs recently listed, the indispensable factors in the new SUV era are as follows.

First, medium-sized brand positioning, pre-sales after-sales service, cost-effectiveness to win domestic-made Loulan Murano as Nissan's third-generation SUV made in China, in the impact of the market, but also shoulder the task of improving the Japanese product brand image. At present, although Nissan Qijun and other SUV models have good performance, they have emerged in a situation of appeasement. Apart from the fact that the design is more personal, this is directly related to the marketing and pricing strategies of the product. As a domestically-made model that will be listed, the pricing of its future listing will directly affect the initial sales volume and the subsequent amount of ownership, and many consumers buy cars are achieved by soft marketing methods such as word of mouth, price-performance ratio. And rivals Volvo XC60, Highlander and even Audi Q5, etc., Loulan Murano's lack of brand influence in this price is insufficient, but still with its larger space, good performance and low maintenance and other cost-effective pre-sales The price attracts certain consumers' attention.

Second, self-deployment complete support, both large and small Rongwei W5 is Shanghai Automotive's first SUV model, is China's first self-branded high-end SUV, product positioning as "cross-field professional SUV." The P-4WD professional full-model drive system, HFA high-strength off-road body structure, double wishbone front suspension five-link rear suspension, imported off-road tires, and SCS intelligent active safety control system determine it in professional off-road The strength of the area. Shanghai Automobile Roewe hopes to make this SUV model a model that combines the comfort of a car with the passing of professional SUVs. As a city SUV, W5 does not pursue an excessively large volume; equipped with a large enough family space, size, relaxation, exciting configuration, is the highlight of the current autonomous SUV.

Third, the luxury brand SUV localization, reduce costs and bring customers closer to the luxury SUV with high brand added value, the high price is naturally appreciated, but as an entry-level SUV closer to the public, many brands choose to localize, so as to obtain More popular consumers. The successful case is like the Audi Q5. Although the localized vehicles may not be able to compare the imported version, the people of the country are undaunted by their enthusiasm. Previously, the news that Mercedes-Benz GLK is going to be localized this year is not far behind: Mercedes-Benz's small SUV project GLK will be put into production in October this year and will be available at the end of the year. Beginning next year, Beiben will introduce a new car each year, among which the acceleration of the introduction of new products for compact luxury cars is a key point. Both A-class and B-class models will be put into production as soon as possible. Localization of luxury cars will inevitably pull down the entry price of the model itself and reduce the entry-level threshold of the luxury brand new SUV, which is also the development trend of the SUV in the new era.

According to relevant department statistics, the overall performance of the auto market in the past two months has fully demonstrated that the Chinese auto market is adjusting from “high growth” to “stable growth”. However, it is enough to make many car companies happy that the SUV market is still a growth point in the decline of the auto market. In the first half of this year, after achieving a maximum increase of 57.1% in January, the monthly sales volume growth of the SUV market has seen slight adjustments until SUV sales rebounded in June.