It can be seen from the monthly sales ranking of high-end SUVs released by the Association that Mercedes-Benz GLC, Audi Q5L and BMW X3 are basically the top three with stable monthly sales. However, there is also a high-end SUV—— on the list-Volvo XC60, and its sales volume is also very stable, and it is listed together every month. This luxury brand from Sweden had a hard time in China in the early days, but now its market reputation and sales volume are increasing year by year, and more and more luxury car consumers are willing to choose Volvo.
As far as brand influence is concerned, Volvo's reputation and popularity in the domestic market are not as loud as BBA; But now, more and more consumers begin to recognize Volvo's brand characteristics and concepts, which has also become an important reason for the continuous growth of Volvo brand sales.
The design of Volvo XC60 is quite satisfactory in its class. Although there are no outstanding design highlights, there are also some recognizable family styles. The straight waterfall air intake grille and the headlight shape officially named "Raytheon's Hammer" are recognizable designs on Volvo XC60 and family models. Citing the elements of Nordic mythology really makes the product have a stronger European color. The overall style of Volvo XC60 is more conservative and elegant than Mercedes-Benz.
Compared with Volvo's interior design in earlier years, Volvo's design style and aesthetics have indeed made great progress in recent years. In addition to the pure black interior color matching, there are three kinds of two-color matching: black/beige, black/amber and black/brown. The decorative board running through the center console can not only enrich the layering of the central control area, but also make the design of the co-pilot area less monotonous.
Of course, as a 300,000-class luxury SUV, the configuration coverage will naturally not be sloppy. A series of configurations such as 8-inch LCD instruments are standard, and high-end models even provide 12.3-inch full LCD instrument panel.
An important criterion for measuring luxury models is the materials used. In this respect, the performance of Volvo XC60 is definitely the leading level in the industry. Large-area leather package and soft material coverage greatly enhance the texture of the whole vehicle. In terms of vehicle seats, the whole vehicle seat is wrapped in Napa leather, which is matched with the standard 10 adjustment of the upper and front seats, which adds a lot of points for riding comfort and seat wrapping.
Environmental protection is the brand concept pursued by Volvo, and in recent years, Volvo has indeed made great achievements in this field. In addition to most cars using recyclable and environmentally friendly materials, Volvo has also invested in the "CLEANZONE Clean Cockpit" technology on its models, which can meet the zero-odor standard of new cars. At the same time, the indoor air quality and material stability are also satisfactory under the exposure test of 65 degrees higher than the industry standard. This makes Volvo models such as XC60 the first choice for some consumers who take care of the elderly and children at home.
If environmental protection is Volvo's brand concept, then driving safety is Volvo's brand gene. Volvo's brand history has always been a process of pursuing higher vehicle safety factor. 1959, Volvo engineers invented the automobile three-point seat belt, and the patent was open for free; 1966, Volvo 144 was rated as "the safest vehicle in the world"; In 2002, a test dummy was developed to simulate pregnant women.
Nowadays, with the continuous upgrading of consumer consumption level, many people want to buy a good car that they can't afford. How to judge a good car, safety is definitely one of the indispensable and important standards. Volvo, known as the forefront of driving safety, naturally coincides with this consumer's car purchase concept.
Taking XC60 as an example, the starting point of vehicle safety configuration is very high. 8 airbags, lane departure warning, lane keeping assistance, fatigue driving warning, reversing images and cruise control are all standard in the whole department. The basic unification of passive safety configuration also proves that Volvo attaches great importance to the driving safety of each of its cars.
In recent years, people pay more and more attention to vehicle safety, and domestic testing institutions, such as IIHS, China Insurance Research Institute and C-NCAP, have become an unavoidable topic when many people talk about safety. In the tests of these institutions, Volvo XC60 and other test vehicles passed many safety tests including collision with excellent results.
According to the 25% frontal overlapping collision test chart given by official website of China Insurance Research Institute, the front of the vehicle was obviously deformed after the collision, but the key positions such as the A-pillar and the threshold of the vehicle were not bent, which not only ensured the driver's life safety, but also enabled the drivers and passengers to have enough escape space after the accident. From the inside of the car, all airbags pop up normally. The XC60 is equipped with knee airbags, which also provides good leg protection for front passengers.
Word of mouth is an important indicator that affects the choice of other potential customers. For domestic Volvo car owners, this "Volvo Life Miracle Club" may be the biggest affirmation of the brand by car owners. The owners of the group have all experienced life-and-death car accidents, and the vehicles have reached the scrapping standard. Drivers and passengers are still alive, re-select Volvo owners. Maybe you will be as lucky as me when you see those models that were badly smashed in the accident. We have a brand like Volvo, and we still have a long way to go in terms of safety.
In addition to the concept of safety and environmental protection, I believe that what really attracts many potential customers to choose Volvo is the large terminal discount range of vehicles. According to the sales situation, XC60 currently has a large cash discount of 60,000 yuan. After the entry-level model with a guide price of 362,900 yuan, the actual bare car price is only 302,900 yuan, while the discount for mid-to high-end models is as high as 78,000 yuan.
Main sales T5 four-wheel drive Zhiyuan Deluxe Edition (guide price 4 1.99 million yuan). After the discount, the bare car price is only 346,5438+0.90 yuan. Counting a series of follow-up expenses such as purchase tax and commercial insurance, the actual landing price is even less than 400,000 yuan. The pricing of XC60 is obviously more sincere than similar models such as Audi Q5L and BMW X3.
If you buy a car with a loan, most consumers of such high-priced models will choose the loan method of 30% down payment in 48 periods (4 years). Calculated, the down payment of Volvo XC60 102570 yuan, and the monthly loan amount is 5485 yuan. If you choose 36 installments (3 years) with higher economic capacity, the monthly loan amount is 7 146 yuan.
Compared with BBA, Volvo has no outstanding brand influence; However, Volvo, with the concept of environmental protection and safety, has indeed made outstanding achievements in its own advantageous fields. Especially in terms of safety, due to the increase of domestic car ownership, the road conditions of social roads are becoming more and more complicated. Compared with the so-called brand effect and driving experience, more and more people are willing to spend money on safety and health, which is why Volvo is gradually accepted and loved by more consumers in China.
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