I was first published by the headline "Singing Dandelion". Please indicate the source when reprinting. The pictures are from the Internet, I would like to thank the original author here.
According to the progress currently exposed by various media, the Beijing Auto Show in April 2018 is very likely to become the first launch site of the new generation of FAW BMW X3 and FAW Audi Q5. The auto show organizing committee will definitely make the best coordination and arrangements for the two heavyweight models. At that time, the X3 and Q5 are like stars who have been adjusted to the best state, dazzling and dazzling.
Finally, because of the emergence of FAW BMW X3 and the replacement of FAW Audi Q5 was completed. X3, Q5, and GLC are almost completely on the same starting line and compete on the same stage. There is no longer any previous X3 with a pure import price disadvantage, and Q5 with a large terminal discount that is on the verge of the end of the replacement. GLC said that it increased the price and picked up the car because of its lack of strong competitors. And wait until the world is quiet and everyone is at peace.
In this way, when the domestic market demand for luxury brand mid-sized SUVs has reached an unprecedented level, who will become the real market darling? It is a particularly interesting conjecture of God.
Compared with sales of automobile products of the same level, the actual comparison is price, brand power and product power. Whoever does the most balanced in these three aspects is qualified to take the market advantage. On the contrary, imbalance will lead to loss of power.
However, in these three aspects, the most variable is the price. Especially the actual terminal sales price in the later stage has a very big impact on product sales. BMW, Mercedes-Benz and Audi are all veterans who are well versed in the Chinese market. There will definitely be no mistakes in the official pricing. No need to think deeply, the official pricing of the three brands of mass models will be roughly between 420,000 and 480,000, with two to three versions distributed. Less than 420,000, it is likely to be a "beggar among beggars". Can you accept products? More than 480,000 yuan, no matter what, it is also a domestic mid-size SUV. Can you accept the price? Therefore, at the beginning of its launch, it was naturally impossible for X3 and Q5 to have any terminal discounts. Of course, given the situation of three-legged squad, the price-up sales should not be strong. Mercedes-Benz GLC is likely to terminate the sales of car purchases with price increases due to the strong return of its competitors.
, the originally sensitive price, is unprecedentedly fierce, and no one dares to act rashly. It is a high probability event to sell according to the official pricing. Sellers take advantage of the situation and make some small moves of price additions in disguise. As for who will take the lead in changing the price, let us analyze below.
As for the product strength issues of the three cars. From the appearance to the interior, from the power unit to the interconnected technology configuration, from the body structure to the manufacturing platform, we will not do such things today. Because such information has dominated the screen, interested readers can make up for it themselves. The killer weapon of the three cars that compete on the same stage is actually the same, that is, lengthening. BMW X3 is available in the domestic market, so I will definitely do this because X1 has already tasted the sweetness. The Q5 extension plan is very obvious, but it is just a matter of whether it is extended or the "L" upgrade will be completed in the subsequent period of time. By 2018, this generation of Mercedes-Benz GLC will be launched in its third year. The GLC, which basically follows the European version size, is in a mid-term facelift. Faced with the strong intervention of the Q5 and X3, the possibility of the Beijing Benz GLC long-axis version is released at the Beijing Auto Show is very high.
Since each of them has lengthened + updated, the product strength is getting more and more perfect. What do we compare? In fact, no matter how beautiful the costume you wear to perform on stage, it is just an additional part of the performance. Singing itself is the core competitiveness.Has Beijing Benz's quality control been strengthened? Are there many minor problems with GLC's entire vehicle improved? Is it still a phenomenon-level problem that the difficulty in removing odors in the car? Q5 is equipped with a new four-wheel drive system, and Tosen four-wheel drive has been abandoned. Can the electronic control be used in a timely manner? Is the stability performance guaranteed? Although the appearance is beautiful, it is too flexible. Can a new Q5 that is more suitable for women to drive get more people's favorite? The interior of the X3 is beautiful, but the first time it was written by Huachen, can it ensure its craftsmanship level? There will be no more oil burning in the B-Series engine, right?
Summary: Beijing Benz's quality control, Audi Q5's new four-wheel drive + shape, and BMW's craftsmanship level should be the last straw that overwhelms sales. If we put aside these, the author thinks that the product strength ranking should be X3>GLC>Q5.
As far as brand power is concerned, I don’t think there is any need to repeat it. Since it is already a BBA, not ABB. This means that even if BMW and Mercedes-Benz are comparable, Audi must be at the end. Unfortunately, BMW found FAW. I often saw FAW and BMW cut off the word FAW and rarely saw Beijing Benz or Beijing. I almost never saw FAW Audi or FAW. There is no way, this is the perception of the domestic market. Therefore, the brand power ranking of BBA in the domestic market became Beijing Benz > FAW Audi > FAW BMW. This is also the reason why Audi Q5 is not inferior to the other two in terms of official pricing.
Overall, at the beginning of the launch of the three products, the BMW X3 should be the best sales. The best product strength + the market's expectations for its first domestic launch are enough to offset the slightest weakness of brand power. The product strength of Mercedes-Benz GLC has been strengthened after the facelift. With the support of Mercedes-Benz's brand power, it can still maintain a good sales momentum. Audi Q5 first needs to fill in the price difference holes dug by the previous generation of products, which requires this generation of Q5 to have better product strength, and then it also needs to overcome new users' recognition of the timely four-wheel drive electronic control and the appearance of the completely small Q7, and then talk about sales issues. This is indeed a bit difficult for Q5. Sales may be acceptable, but they will definitely not sell well.
The author believes that after one year of listing, Q5 will inevitably follow the old path of using price to exchange sales. At that time, Q5's sales will increase, and even regain its position as the king of sales at this level. But this shouldn't be what Audi wants to see. But judging from the Audi product architecture in the next few years, what can Audi do if it cannot take this path?
Mercedes-Benz GLC may be priced strong enough. However, the quality of Beijing Mercedes-Benz has always been different from the quality of our perception. This difference is the bond between GLC. Coupled with the 8-to-1 ratio of Mercedes-Benz, it results in high after-sales price and a arrogant sales attitude. These two points alone may block one-third of potential consumers;
BMW X3's domestic production is certainly something that everyone hopes, but no matter how awesome you, as a state-owned enterprise, read from the text, if you don't get rid of the image of "nova" from Jinbei commercial vehicles to BMW luxury cars as soon as possible. The process level needs to be greatly improved. Otherwise, the domestic X3 will soon follow the footsteps of Q5 and exchange price for sales.
It is true that price reduction sales are good for consumers and for us. However, the lack of reducing allocation, or even increasing allocation and price reduction, is the performance of this market closer to the maturity of the European and American markets. Otherwise, what is the significance of reducing prices and distribution?
