SAIC MAXUS’s upcoming SUV D60, its key word for communication – Level 2.5 generation autonomous driving. Obviously, this is a product attribute that the manufacturer is willing to show to the public, but what are the chances of winning the so-called bright spot in the competition of similar products?
In the Chinese auto market where sales are declining due to the high degree of product homogeneity, the sales departments of OEMs have almost completely ignored an important issue when making plans. Chinese consumers have already drawn a clear and unchangeable mark on the products. Whether it is the proverb of “drive a BMW, ride a Mercedes”, or a young master who loves a Ferrari, or an upstart who drives a Range Rover and a big G, a differentiated user group is formed corresponding to personality and economic strength. Even the series of legends of the national sacred car Hongguang made ordinary people think that SAIC-GM-Wuling is the most invincible.
The iconic existence of SAIC MAXUS is of course the MPV G10 that can share the world with Buick GL8 and allow salarymen to imagine that they have an alpha driving experience. Even if Geely and Trumpchi make more efforts in the MPV market, it will be useless. Think about it, even Volkswagen and Toyota are unable to launch an MPV that belongs to the same level and can share the world with Buick GL8. SAIC MAXUS has done it, the more lonely V80, and even MAXUS’s T60 pickup that dared to sell 213,800, has no shortage of loyal fans!
It has been a year and a half since SAIC MAXUS released the D90 in August 2017. This car was defeated by Waterloo. Even in a relatively vertical group such as United Off-Road Readers, there are very few people who drive the MAXUS D90, which is better than the BJ80 of the off-road family. It is also difficult to see in the market. It’s not that off-road vehicles are not easy to sell. The BJ40 of the off-road family can be seen everywhere, and the BJ80 is not easy to sell, of course because of the price!
Since SAIC MAXUS is definitely not an unfamiliar brand in the minds of consumers, why is the manufacturer’s road to passenger cars full of thorns? Does the D60, which is advertised to be equipped with Level 2.5 generation ADAS technology, have the golden key to open the market?
Xuan, the consumers who are keen on the MAXUS brand are mainly middle-aged and elderly people-after SAIC MAXUS has built a brand image, it is completely impossible for young consumers to rely on hot models to make purchases! The function that the trident logo on a GLA can achieve is far from the driving itself. What the low-key young people can see is the handsome iterative model like Toyota CHR. How can SAIC MAXUS, a specialist in MPV and commercial vehicles, borrow a D60 to make fresh meat people fall in love with him?
Although the price has not been announced yet, it can be seen from the pre-heating public relations manuscript that the top configuration may be in the 150,000 range, and it is equipped with a 1.5T host. I humbly think that this does not arouse consumers’ desire to buy at all! The sales volume of Trumpchi GS4 is not because a 1.3T host was first given in this range. After the era of ignorance of users, even if the 1.5T is used to fill the vacancy, the country is lost. The latest COUPE version of Haval H6 sells well. The price of this Haval equipped with a 1.5T host is 117,000. It is exactly the same as the 1.5T+7dct configuration of the Chase D60! The blue label 2.0T version of the H6 sells for 135,000.
The Chase G10 in MPV and the Haval H6 in SUV are the kings in their respective fields and cannot replace each other. It can be seen from the pricing of Haval that it is more attractive to consumers, not to mention it is the king!
For three or nine days, Datong D60 held a test drive event in Heihe, an extremely cold place. The manufacturer hopes to use this test under extreme road conditions to tell consumers that the D60 has extraordinary skills. This is a typical misplaced communication scene. Since the manufacturer has set the key word for communication as level 2.5 automatic driving, why bother to break into the territory of the Land Cruiser? How can any off-road veteran be interested in fancy features? ! Perhaps the manufacturer realized that the temptation of the 1.5T host is not enough, and then wanted to pass the worst environment test to tell consumers that I am good. Cui Xiansen, a joint off-road reader, told the author that in his hometown of Yakeshi, Xiali can still run and fly, and the Corolla is an off-road vehicle. His brother-in-law, who is the captain of the transportation, drives at a speed of 100km per hour in the Daxinganling mountainous area from northeast to north , What kind of car can go off-road, and what kind of road conditions are called off-road, and the doorway is very deep.
At present, OEMs have already worn out their tongues by using car machine OS, AI artificial intelligence, social SUV and other communication language carts. Old OEMs shout AI and voice wake-up, not to mention the 250 new forces that are flying around. up! For a hundred years, cars have been divided into classes based on displacement and number of cylinders. Not to mention the post-90s, post-00s will also love V12 main engines after they understand cars. Dreams have never been easy to achieve, but at least you must know it. “Speed And Passion” are staged.
The 4-cylinder 1.5T main engine has little new ideas, and domestic models are generally heavy, and it is impossible to drive it like a rabbit. In 2019, 165kw-170kw hosts will debut, and in the 150,000 range, 110kw-130kw hosts are not attractive at all. Consumers have classified them as the choice of 80,000 to 110,000.
Mira’s training should not be regarded as a highlight at all! The thinking of consumers is—manufacturer, you should sell my easy-to-drive car, no matter who tunes it! The car is not easy to drive. At first people scold you, and then no one cares about you. Is Level 2.5 generation ADAS a bright spot? In front of the brand logo, the presence of ADAS technology is completely insufficient. Toyota CHR models with a price of 150,000+ should have ADAS as standard equipment. They are the benchmark Toyota in the world. Not a car with a wheelbase that big. The Maxus D60 has a six-seater design. It is not a small car. The level 2.5 generation is half a generation higher than the Level 2. Is this a math contest? Can the higher half generation smartly capture the market?
The blockbuster “Flying Life” can definitely teach the vice president of product design and marketing of the OEM. The relationship between a man and a car is love, and only by riding a horse for thousands of miles can you live a happy life. The ADAS function was originally configured in a high-end executive car, but it was transferred to entry-level models by domestic OEMs. , was led away by an IT company, too romantic!
It’s easy to sell a good car—get a good powertrain, and rank first in the displacement/price ratio; it’s okay to use a slightly weaker main engine, just like Baojun and Jietu, it’s cheap! In the chilly 2019, SAIC MAXUS D60, relying on the Level 2.5 ADAS but only equipped with a set of powertrains that are not very bright, wants to attack the city, which is easy to think about.
By the way, since United Offroad participated in the D90 launch conference a year and a half ago, we wanted to evaluate the actual driving experience of this off-road vehicle, but we have not been successful until now! As a rare off-road model portal, Lianhe Off-Road has never personally experienced this large off-road vehicle without a body, so how can it convey it to readers? It can be seen that the communication of SAIC MAXUS is not a matter of effort, but a matter of intention or not!
