文/徐凯文
At the end of 2018, when Mercedes-Benz launched the C-class mid-term facelift, we wrote an article saying that the Mercedes-Benz C-class facelift is for better Welcome to the old rival BMW 3 Series. If you are interested, you can click on the article to review "Mercedes C-Class is here, BMW 3 Series is on the road, the luxury mid-size car market will enter a hand-to-hand battle" .
Entering 2019, the luxury brand mid-size car has begun to burst out in turn, the first is the crazy sale of Cadillac ATS-L, and the net clear inventory price is as low as 150,000 yuan. After the delisting of Cadillac ATS-L, we are ready to welcome its replacement product Cadillac CT4. But what is unexpected is that Cadillac actually positioned the CT5, the successor of CTS/XTS, as a "medium luxury sedan", with competing products directly referring to the Mercedes-Benz C-Class, BMW 3 Series, and Audi A4L. From this point of view, Cadillac is really tough when it comes to playing it. Weakly ask, have you considered the feeling of CT4?
And in June of this year, the much-anticipated new BMW 3 Series was officially launched, which not only enhances sportiness but also enriches the technological configuration and sense of luxury, which greatly enhances its competitiveness. In addition, at the just-concluded Guangzhou Auto Show, BMW 3 Series launched the "320" series and "330" series. After the assembly, the price perfectly covers the price range of 30 between 10,000 and 400,000 yuan, while BMW The 3 series's past reputation and product strength have also made it obvious advantages in the same level.
The time came on the eve of the Chengdu Auto Show in September this year. Jaguar Land Rover China and Chery Jaguar Land Rover jointly organized a joint media day event with the theme of "Smartly Leading the Mountain Road, Indulging in the Track" and brought the new Jaguar XEL.
On November 29, the all-new Jaguar XEL was officially launched, with five models priced from 289,800 to 380,600 yuan. In terms of products, the new Jaguar XEL still has a sporty and elegant style. In the interview before the launch event, Mr. Zhu Hengli, executive vice president of Jaguar Land Rover China and Chery Jaguar Land Rover joint marketing and service organization told us that excellent power performance and control performance are the key points for the new XEL to communicate with consumers. Content. From this point of view, the new XEL is still an elegant athlete, it still carries the sports genes of Jaguar on the court and the noble blood of Britain.
The last finale to appear is Volvo's new S60. In late October, Volvo held a number of analysis meetings for the new S60, and then opened pre-sales at the Guangzhou Auto Show in November. The pre-sale price of the fuel version is 287,700-38, 000 yuan, and the E-drive hybrid model The pre-sale price is 399,000. In addition, according to official news, Volvo will be officially listed on the "Double 12" this year.
In terms of products, Volvo's new S60 can be described as a comprehensive upgrade, and the design of the flagship model Volvo S90 has become a product highlight. Regarding the core advantages, the new S60 still focuses on "safety" and "health", and these two types of configurations In today's automotive industry, it is in a leading position, which is hard to match for many luxury brands.
So far, the luxury brand mid-size car has completed a round of renewal in this year. Today, we are not talking about product strength. To be honest, since we have reached this level and price, the differences between products are not obvious. We want to talk about product tonality to see who can seize the opportunity to gain consumers favorite.
Let me talk about the Mercedes-Benz C-class first. It must be admitted that in the field of luxury brand mid-size cars, the Mercedes-Benz C-Class has done the best in creating a luxurious atmosphere. Its appearance is extremely similar to the S-Class and has won numerous praises. In the interior, although it does not use two large screens Connected design, but the overall interior atmosphere is still very elegant, which is also the consistent style of Mercedes-Benz. Of course, the style of the Mercedes-Benz C-Class is also unique in its class. When everyone is emphasizing sports, the elegant style of the Mercedes-Benz C-Class makes it a clear stream in the car circle, which is one of the reasons why it has been selling well.
Next we are going to talk about the models that focus on sports performance.
First is BMFor the W 3 series, it is certain that the BMW 3 series is the first to promote driving pleasure among luxury mid-size car products. When everyone is ignorant of the car, a "easy to drive" car can instantly capture the hearts of consumers. And on the new BMW 3, we can see that in addition to sports, it has also put a lot of effort in technological configuration and luxury, which makes it more versatile, and the consumer group is more extensive, and it is innate in cooperation. For the joy of driving, the new BMW 3 Series definitely has the ability to be handsome and capable.
After talking about the BMW 3 series, let’s talk about the Cadillac CT5.
must admit that in the field of luxury brand mid-size cars, the sports performance of the Cadillac ATS-L is not as good as the BMW 3 series, but It is difficult to surpass the latter. The first reason is brand influence. We can always remember "the first person to eat a crab", but we can't remember the "chaser". So on the new Cadillac CT5, its sportiness is still there, and it has begun to follow the family products to emphasize the rear drive. Cadillac said: No rear drive, not luxurious!
In fact, in the early years, the rear-wheel drive was a patent for luxury cars. On the one hand, it was because of its higher cost. On the other hand, its handling and comfort were better than that of the front-wheel drive. Cadillac CT5 emphasized The rear drive is also in line with the product tonality, because it is a sporty and luxurious model. It's just that it entered the market late, and many consumers who love sports cars have already chosen the BMW 3 Series early.
Finally, talk about the new Jaguar XEL.
In fact, everyone who knows Jaguar knows its excellent results on the track, and in the field of design, Jaguar's models can also leave a deep impression on people. On the new Jaguar XEL, it retains the fine traditions of the Jaguar family, and follows in the footsteps of the "Jaguar Track Year" to strengthen its track genes, which is also a way to highlight sports. However, it faces the same problem as the Cadillac CT5. It entered the market later. At the same time, the price advantage of Jaguar XEL is not obvious. The price of 289,800 to 380,600 yuan is compared with that of the BMW 3 series (293,900 to 400.99 yuan). Close, this is not as good as Cadillac CT5. The price of 279,700 to 339,700 yuan is still superior in terms of cost performance.
After talking about the three models that tend to be more sports-oriented, let’s talk about Volvo’s new S60 that was the finale.
In fact, the new S60 can be said to be a complete evolution in terms of product strength, in appearance and interior. Both have been greatly improved, and the core weapon of the new S60 is safety and health. To be honest, in the current consumer environment, potential consumers at this level, especially the high-tech consumer population that Volvo has always created, are paying more and more attention to safety and health. In these two points, the new S60 can be said to be unmatched. Therefore, the new S60 has the potential to sell well in the future because it finds the consumption pain points of potential users.
is written at the end:
This article has also come to an end. Judging from the current luxury brand mid-size car market, the elegance of the Mercedes-Benz C-Class is unmatched by other brand products in a short time. The driving pleasure advocated by the BMW 3 Series is also difficult for Cadillac and Jaguar to surpass. Even if the latter two achieve the ultimate in driving pleasure, for Volvo’s new S60, the approach of focusing on safety and health is really deeply rooted in the hearts of the people. The price card of 12 is well played, and it will have a qualitative leap in sales.
Public relations invitation | hewei@autokol.com
