The big brother of the Wrangler is getting harder to be.
As the first batch of hard-core off-road vehicle to enter the Chinese passenger car market, the Wrangler left a deep impression on everyone. Whether it is off-road capability, reliability and the market value it brings, it has laid a solid reputation foundation in the hard-core off-road vehicle market.
The sentence "Not all Jeep is called Wrangler", which continues the myth of Wrangler to this day.
But in this brand new electrified passenger car market, the Wrangler, who insists on hard-core and high-end market is obviously getting lower and lower. Regarding the Wrangler's story, Guangfike, who has decided to withdraw from the Chinese passenger car market, has no way to convey it to Jeep.
This is even more a blow to the Wrangler, who has no outstanding sales.
01 The Wrangler market is already a niche
This is definitely not a product that ordinary people can afford. Jeep packaged the Wrangler, who is driven by the American blue-collar, into a luxury car that can only be consumed by elites in the Chinese market.
Wrangler also has unspeakable comfort and urban driving experience because of his own specialized product strength. It can be said without hesitation that those who buy Wranglers will not have any excellent urban commuting experience. This is a wild horse and should have a grassland.
So the best use scenario for the Wrangler is the endless Gobi Desert, as well as deserts and rocky roads.
China's off-road vehicle culture can be said to have only started to enlighten after Haval H9, and only began to develop in 2020. A small number of people who love off-road. Compared with other hard-core off-road vehicles, the Wrangler only has a design that resonates more with consumer resonance.
Compared with Pajero and Domineering, Wrangler looks more beautiful in design and attracts the attention of female consumers, thus allowing male consumers to convert consumption.
02 The Wrangler is too arrogant and is also Jeep's powerful tool to make money
In the past two years, Jeep's Chinese market has been retreating steadily. All other SUVs except the Wrangler lack sales in the market due to the lack of halo effect.
Free Light, Commander, Free Hero , Grand Cherokee and other models have worsened in the market. Jeep has lost many profit tools, but the only Wrangler who insists on importing and high-end still has good recognition.
But it's a pity, as I said just now, Wrangler is a product packaged by Jeep into a luxury brand. The US market is a blue-collar tool. The starting price of more than 400,000 yuan in the domestic market does not have any cost-effectiveness.
insisting on not being domestically produced is Jeep's only most correct decision. Just like Porsche and Lexus , bypassing local production, can preserve the final brand value. The Wrangler has long become Jeep's brand code.
So it is so arrogant that it is so arrogant that it is not allowed to reduce the price by a penny. It is even more so that a Wrangler with the right configuration can be more than 600,000 yuan.
is equivalent to more than 80,000 US dollars, and the United States price starts at more than 30,000 US dollars.
03 The market has undergone major changes. Off-road vehicles are white-collar toys
developed in the Chinese off-road vehicle market in 2020. Although it is difficult to turn off-road vehicles into blue-collar toys, they can become commuting tools for white-collar workers to release work pressure.
China's off-road vehicle market has opened up its own development path. Within 300,000, you can choose a large number of outstanding hard-core off-road vehicles. tank 300, Great Wall Cannon , BJ40, BJ60 and Haval H9, these hard-core off-road vehicles with comfortable and intelligent experiences, bringing a brand new consumption environment.
In the past, buying a Wrangler was more like having no choice, but today there are many reasons not to buy a Wrangler.
In dealing with occasional off-roading, there are models that are better than the Wrangler. For example, the Tank 300 is indeed not as good as the Wrangler in terms of extreme off-road capabilities, but the price of 200,000 yuan, a good smart experience, the comfort that the Wrangler does not have, and the price standard of 40% of the Wrangler is indeed a good choice.
After all, even if you buy the Wrangler, you may have more time to deal with cities made of reinforced concrete.
China's off-road vehicle culture is rising, which means that products like Wrangler, which blindly adhere to high-end and specialized products, will find it difficult to have any opportunity to expand the market. The best development of Wrangler is to maintain the status quo and not squeeze the market. Being a good profit cow of Jeep, and harvest one of the few old off-road fans.
