Geely, which has never laid out a seven-seat SUV market, is now cooperating with Hao Yue. Unsurprisingly, at the listing conference on June 23rd, Hao Yue naturally pointed the finger at the "Dahan" known as Highlander. And tell us that you can buy a more spacious Hao Yue at half the price of Highlander, which is really too valuable.
In fact, whether Hao Yue can make Highlander tremble must be known to everyone. However, from the positioning of Hao Yue, it seems that we can see the dilemma of independent brand development-self-contradiction.
Highlander doesn't necessarily tremble
"Geely's largest size seven-seater SUV" and "the starting price is less than 1 10000", as the space and price that people can perceive at the first time, are the two highlights that made the audience boil on the night Hao Yue went public.
Speaking of seven SUVs, there has always been a mountain that can't be turned over, that is Highlander, which has been compared countless times and is still smiling at the sales list. Taking Highlander as a direct competitor, is Hao Yue sure to win?
Compared with Highlander, the biggest highlight of Hao Yue is the wheelbase. We know that the wheelbase of Highlander is 2790mm, and the space of the third row of seats is also very cramped. The wheelbase of Hao Yue is 28 15 mm. Although the wheelbase is 25mm longer, it seems to be very helpful for the expansion of the third row space. However, according to the author's years of experience, the difference is not big, and the extra 25mm will not make the third row space in Hao Yue occupy too much advantage.
And in essence, the 7-seat SUV is more like a "pseudo-demand." Highlander's advantage is never in the seven-seat layout, just because it is excellent and balanced in many aspects such as reliability, power, fuel consumption and comfort, but the seven-seat layout has become one of the labels.
Speaking of this, you may wish to see how Honda does it. Does Honda have the strength to make a model comparable to Highlander? The answer is definitely yes. However, Honda watched Highlander make a lot of money in this market segment and did not rush to follow suit. Instead, the crown road and five UR-Vs were introduced. As can be seen from the sales volume of Crown Road, Honda's launch of the big five-seat model avoiding Highlander is still successful at present.
However, Geely is really smart. Perhaps it is also to focus on large-space five-seat models. If consumers want a seven-seat layout, they have to pay more for it.
Although Hao Yue is superior to Highlander in space and configuration. But the two modes are not at the same level, and the user groups are also very different. Just like listening to music, there are always some differences between the audio equipment in the theater and the square dance. Price and value are always in direct proportion.
Of course, in my opinion, Hao Yue is still one of the most worthwhile models in the market segment of10-150,000 yuan. At the moment when the price in Hao Yue was announced, the author even had a kind of "What compact SUV do you want to buy? Isn't it fragrant to come to Taiwan Province? "
Job was embarrassed?
In fact, the price in Hao Yue has directly affected the whole compact SUV market. For consumers who just need big space, even if it is a fake demand, Hao Yue with a price of 654,380+003,600 yuan is worth seeing.
L2 driver assistance technology, APA Bosch automatic parking system, high-definition 3D intelligent car-following 360 panoramic images and other daily intelligent interconnection configurations are almost not lost in Hao Yue. The power combination of 1.8T+7DCT can't give enough passion to a big guy like 1.5t, but it's enough for home use.
The problem is that, under the same powertrain combination, the price range of Hao Yue10.36-139,600 yuan has already overlapped with its own product Job10.78-156,800 yuan. Moreover, in terms of configuration, the two models are equal.
The key is that Hao Yue is taller than Bo in size and space. Although the rear suspension in Hao Yue adopts torsion beam dependent suspension, in the eyes of Chinese people, buying a big car instead of a small car has always been the basic principle of buying a car. Generally speaking, hanging in a large space is not important. Hao Yue will also steal job's potential clients.
As a result, job was somewhat embarrassed.
In my opinion, whether consumers choose Job or Hao Yue, money will eventually go into Geely's pocket. It's like changing your left hand to your right. Actually, there is not much difference. What's more, Geely's product matrix has reached perfection. But at the expense of our own products, this matrix seems unhealthy to me.
Of course, it is not excluded that Geely hopes that Hao will gradually replace it. Since the launch of Job by Geely on 20 16, Job can be said to have made great contributions to Geely, and its sales volume once squeezed into the top three, becoming a star model in the compact SUV market.
However, it is undeniable that Job has entered the end of the product life cycle since its listing four years ago, and its sales volume is much worse than before, compared with Haval H6 and Changan CS75 at the same level. Besides? Compared with Tiggo 8, it was not very competitive in the past. Job's problem is to upgrade or replace it with new products.
Obviously, Geely hopes to gradually replace Job with a more spacious house.
Contradiction of independent brands
In fact, Hao Yue has also brought us a thought, that is, independent brands have encountered an embarrassing bottleneck period to some extent.
Take WEY, a high-end brand launched by Great Wall, for example, the price range of 654.38+02.58-65.438+047.8 million yuan of the mass production model VV5 has already clashed with its brothers Haval H6 and Haval F7. It is an indisputable fact that a large number of Harvard potential consumers have been robbed by WEY with higher quality.
In addition, there is UNI-T recently launched by Changan. This brand-new series of products also carries the mission of Changan towards high-end. But UNI-T? 11.39-133900 yuan is also the same as its own CS55 and CS75? Plus overlap.
When consumers start to choose cars with savings in their hands, facing the same brand, they will naturally choose models with higher quality or more space under the premise of the same or similar price.
Let's go back to Hao Yue. Geely brand and high-end Lectra brand have not yet laid out a seven-seat SUV with large space. If HOHO is paying more and more attention to the medium-sized SUV market, it is understandable to spread the name of GS8 and changan CS95, but Geely is not. In my opinion, this also reveals another layer of Geely's mind.
On the one hand, before Hao Yue went public, the seven-seat SUV market with its own brand space was already in dire straits. It is understood that during the period from 20 18 to 20 19, there were as many as 30 SUV models featuring 7-seat SUVs or providing 7-seat choices by independent brands, which can be described as the blue ocean turning to the red sea instantly.
However, the cold reality soon awakened many independent car companies from their dreams. According to the sales data in May, Guangzhou Automobile Chuanqi GS8 sold 2,020 vehicles in a single month, Qichen T90 sold 334 vehicles, and changan CS95 sold 200 vehicles. Even a large number of independent 7-seat models have not announced their sales results for several months.
One by one, the lessons of the past are there. Even if Geely, the first brother of its own brand, wants to hit this market segment, I am afraid it will shake three times.
On the other hand, in addition to sales, Hao Yue is also Geely's "killer". As I mentioned before, the pricing in Hao Yue overlaps with the compact SUV of its own brand. Then, Hao Yue has more space than compact SUVs, and with its rich intelligent networking configuration, the product force can crush a number of compact SUVs.
Avoiding the sharp edge of the medium-sized SUV market and using the strength of medium-sized SUV products to hang compact SUVs, the result is self-evident
In fact, the growth of independent brands in recent years is obvious to all. However, Hao Yue's embarrassment to Job is not limited to Geely, which has become a phenomenal dilemma for several independent brands. This phenomenon can be found especially by referring to the mature joint venture brand product matrix. And how to break this bottleneck? Let time decide.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.