Zhiliao Auto/Chen Yi
If you want to choose a myth in the Chinese hard-core off-road vehicle market, then Toyota Prado is definitely one of the standard answers.
has been going back ten years, and the domestic off-road vehicle market is still in a state of "no choice". The independent brands can only survive in the mid- and low-end market. The high-end market represented by BBA does not have familiar hard-core off-road products. After a while, consumers can buy generally "Made in Japan", such as Prado , Jimny , Pajero, etc. Among them, thanks to the worry-free and durable product quality, Prado stood out among its competitors and became a well-known "magic car" in that era: it can be used to support the storefront, and can also go to the countryside and . Even if it is sold later, it will not lose money. After all, Prado had to raise the price at that time.
A combination of various factors has made Prado rampant in the Chinese market for many years.
However, after thirty years of turmoil, Prado has fallen from the altar, and many second-hand Prados are even sold at a loss. Even the news that the replacement product is about to be launched has not caused much splash. The reason why
is no longer popular is not only because of Prado’s own faults (poor power, ugly interior, and high fuel consumption), but also related to changes in the market structure over the years.
Above we mentioned that ten years ago, independent brands made almost nothing in the hard-core off-road vehicle market, but now "Made in China" has risen. Taking the big brother Great Wall Motor as an example, its successive Haval H9, tank 300, tank 500 and other products are all hard-core off-road products recognized by the market. More importantly, these "Made in China" have greatly lowered the entry threshold for hard-core off-road vehicles by their own efforts.
In the past, off-road vehicles were just games for most domestic consumers, but now you can buy good off-road models for around 200,000 yuan. There is no doubt that Great Wall Motors has largely broken the consumption barriers in the domestic off-road vehicle market.
This is a good thing. Looking at the mature global automobile market, off-road vehicles have never been exclusive to local tycoons. The price of mainstream off-road models in Japan, the United States, , the Middle East, and other regions is roughly around RMB 200,000. Only in China, off-road vehicles were sold at sky-high prices. What’s terrible is that even so, the supply is still in short supply.
Fortunately, "Made in China" has put down the inflated quotations of overseas brands, allowing the market to restore its due price system. Those behind-the-scenes "hype" mafia have no room for operation. This is a welcome thing for domestic consumers, and a brand new off-road market is slowly coming.
Of course, it does not mean that overseas brands have no possibility of development after the price pullback. At present, the market demand for hard-core off-road vehicles has changed. Consumers have begun to pay attention to the intelligence of products. In this regard, the performance of "Made in China" is remarkable. On the other hand, traditional players are all about those things coming and going, which not only cannot attract young people, but even some off-road old guns have begun to abandon their pits.
To put it bluntly, some of the off-road "magic cars" mentioned by consumers back then could actually be included in the IQ tax. The eyes of the masses are sharp, and with contrast, they know how to make a choice. And if overseas brands can fundamentally meet the needs of the people, it is still very likely to regain the past.
Extra point, the increasingly stringent emission policies in China have forced many traditional players to death, such as Prado. The previous Chinese-standard version of the production suspension was related to the double-point policy.
The so-called "there are talents in the country and the country have emerged for hundreds of years", how many opportunities do you think the overseas off-road "magic cars" that used to be restored to their past glory?
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