·2014 "breakthrough" inventory: autonomous "husband" joint outreach
"Autonomously not going up, there will be only one road to death." Faced with foreign investment and exploration, it has become the consensus of independent enterprises.
Objectively speaking, the independent breakthrough, there is the challenge of the price of the joint venture model to "retreat", just as the Haval H9 has been widely concerned by the Chinese people. However, through long-term accumulation, local enterprises have already possessed strength, and the timing and conditions for moving upwards are quietly maturing.
22.98 million-27.28 million yuan, on the eve of the Guangzhou Auto Show last year, Haval H9 officially listed. For Harvard, who is determined to become the world's top three SUV brands, the H9 has truly announced that it has a mid- to high-end model that is comparable to the joint venture, regardless of pricing or quality.
Also in 2014, earlier than Haval H9 listed first, the price range of 163,800-23,180,000 yuan, Guangzhou Auto Chuan Bo Bo once led the auto, won the "most expensive SUV." Geely's new flagship model, Borui and Chuanqi mid-level car GA6, was officially unveiled last year and is expected to be launched this year.
In addition, including Changan Automobile, which has excellent independent performance, other local auto companies are also deploying mid- to high-end breakthrough strategies, covering B-class cars, SUVs and many other models.
"It is not a single fight, and everyone wants to go up." As mentioned above, this round of independent high-end strategy is not the independence of the Great Wall or Guangzhou Automobile. Going up has become the consensus of local enterprises. Under the joint force, although the journey is difficult, it is no longer lonely.
"Brothers and wall defects are no longer there, and they are united in their own efforts to resist strong enemies." In the early years, the self-owned brand models dwelled in the market of about 100,000 yuan, and the joint ventures were in the mid-to-high-end market. They were distinct and inviolable. The autonomy also regards domestic enterprises as their main rivals, resulting in constant internal struggle and being widely criticized. However, when the market growth slowed down and the joint ventures rushed to grab the food, the local enterprises became more and more united, highlighting the brothers' efforts to resist the strong enemy. "We sincerely hope that Haval H8 can be successful, it is difficult to go up, not one or two companies can be independent, and everyone must form a joint force." During the Guangzhou Auto Show last year, Pan Xinxin, deputy general manager of Lufeng Motor, told the China Economic Net reporter. .
“Product strength and brand power have gradually gained market recognitionâ€. I remember that in the early years, the Roewe 950, which sold for 188,900 to 319,900 yuan, and the FAW Pentium B90, which sold for 139,800 to 199,800 yuan, had a medium-to-high-end attempt, but it was not ideal for actual performance. .
In contrast, Haval H9 has been on the market since then, and it has sold about 5,000 vehicles in two months. It has not only reached the target of 2,000 vehicles per month, but also has a clear breakthrough in the brand strength that is considered to be the biggest short-board. This has contributed to the good performance of the Haval H6, which currently sells over 300,000 units and its extensive user base.
"As a Harvard H6 owner, I am very satisfied with the performance of the vehicle. Recently, I want to change the Haval H9 because I want to change a large SUV." In a large auto forum, some owners said.
Fortunately, the actual traders are still highly rational. Wei Jianjun, the chairman of Great Wall Motor, once said to the author after the listing of Haval H9, H8 or H9, in fact, there is room for improvement. It is still a little worse than the real high-end car. It is still the main game. Cost-effective advantage.
In the end, the key to determining the success or failure of the self-owned brand in this round is still at the product level. Just as the Harvard brand relies on the H6 and other models to achieve the status of “river and lakeâ€, the independent high-end roads must use products to speak.
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