Recently, the M9 was released, and this car is basically benchmarked against the ideal L9. Judging from the press conference of M9, it is basically to follow the ideal track, which is a typical ideal road, and because of the late-mover advantage, before the ideal L9 facelift, the product power of M9 is higher than that of L9, of course, it is also more expensive than L9. In terms of market positioning, the customer groups of M9 and L9 are highly overlapping, and some ideal potential customers will be separated.
Take the ideal path Let the ideal have no way out
The M9 is divided into pure electric vehicles and extended range vehicles, mainly because of the low technical threshold of these two routes.
There are mature products in the pure electric battery, motor, and electronic control market, and Internet manufacturers can buy parts by the world's leading merchants, and then find car companies that are marginalized by the market to be responsible for manufacturing.
In the past,The thinking of domestic automotive engineers is to use the best engine, gearbox, chassis, and battery to build a car, improve the mechanical quality and use value of the car, and then improve the product power and speak with strength.
As a result, the ideal used marketing and market positioning to subvert everything, using second-rate parts, but replacing the original power system with a range extender, electric drive system, and adding sofas and tablets, as well as various interiors, it was easy to sell a car in the early 100,000s.
Three, four hundred thousand.
In the past, if anyone spent 300,000 or 400,000 yuan to buy a car from Lifan, JAC, and Xiaokang, everyone would think that this guy's brain was in water, but after the packaging and marketing of Internet manufacturers, plus motors, batteries, refrigerators, large sofas, and tablets, a group of consumers can be fooled into giving generously.
Such an astonishing phenomenon has stunned the entire automotive industry's automotive engineers who are full of science and engineering thinking. It turns out that car sales do not need to be technically catch-up with the world, but only need to do a good job of market analysis to accurately locate users, circle the audience, and equip the car with refrigerators, color TVs, large sofas, tablets, and various fancy interiors.
The new car-making forces are all a set of play, using third-rate parts to make second-rate products, relying on first-class customer positioning and top-level marketing to lock in users, and selling cars depends on marketing and faith. However, there is also a positive side to this style of play, and that isDon't pit the poor.
The success of the ideal has inspired a group of latecomers, and the fan base and marketing capabilities of the world are far beyond the reach of the ideal.
In the field of car manufacturing, Wenjie is the ideal power enhancement version, in the past, who would have thought that the car of Cialis could sell 500,000 yuan, but under the saturation marketing, it can really sell well. In the past few years, the question world is almost a personal short-term to the ideal, M5 sword refers to L5, M7 sword refers to L7, M9 sword refers to L9, a few years later, maybe it can really make the ideal have no way out.
The role of aluminum alloy is to lighten the structure and safety of the hot stamping steel
There are quite a few things at the press conferencePropaganda rhetoric with no real valueThere is less real hard data.
M9 emphasizes safety, and has come up with the "Xuanwu body" technique, as well as the concept of 80+% of the volume of aluminum alloy in the whole car.
In fact,Aluminum alloy is lightweight and weight-savingIt is not used to strengthen the body.
In the past, car companies emphasized safety, generally speaking, the proportion of high-strength steel and hot-stamping steel. Emphasizing lightweight, there will be an all-aluminum body.
It is rare to use the volume proportion of aluminum alloy to emphasize the strange expression of safety. The 80% aluminum body should be used to demonstrate the weight reduction effect, indicating how much range has been improved, rather than using the aluminum body to demonstrate safety.
The reason why I want to say this is that car critics often tout aluminum alloy materials and advocate the high-end of the all-aluminum body, especially the previous ideal speed of 170 kilometers per hour to crash the truck and kill people, which aroused the public's attention to safety, so they focused on using "high-end" aluminum alloy to demonstrate safety, which made fans feel very powerful.
Just to illustrate,The aluminum body is actually quite ordinaryIn 1948, Land Rover played with aluminum alloy bodies. In terms of cost, the all-aluminum body is not expensive, and the Chery iCar03 all-aluminum body has a starting price of 120,000.
One more clarification,The key to the strength of the body depends on the steel.
High-strength aluminum alloy is generally 300-500 megapascals, and more than 500 megapascals can be called ultra-high-strength aluminum alloy, and ultra-high-strength aluminum alloy can achieve 800+ megapascals. In contrast, the upper limit of high-strength steel is much higher than that of aluminum alloy.
At present, 80+% high-strength steel is actually the norm for domestic cars, Chery Tiggo 9 high-strength steel accounts for 85%, and Tiggo 9 is a car with a starting price of 150,000.
Above 550 megapascals can be called high-strength steel, and for safety, it is used in key parts such as AB pillarsHot stamping steel of more than 1500 MPa must be used.
In this regard, M9 only mentions the use of 2000MPa hot-stamping steel in 12 places, and the dosage ratio is not discussed. Since M9 is made up of 80% aluminum, the proportion of hot-stamped steel above 1,500 MPa cannot be higher than 20%.
As a reference, the proportion of hot-stamping steel with a strength of more than 1500MPa used in the Besturn T90 accounts for 253%, the A-pillar is 1800MPa hot-stamped steel, and the B-pillar is embedded with 2000MPa hot-stamped steel. The Besturn T90 is a car that starts at 100,000.
There is also an indicator, the torsional rigidity of the body, the official announcement of the M9 is to increase the torsional rigidity by 23%, there is no specific data, it is equal to not saying, but it can give ordinary people a very powerful feeling, which is a very chicken thief's propaganda words. For reference, Xiaomi Su7 gave data, and the torsional rigidity of the vehicle reached 51000N·m DEG.
Why don't you talk well and show the actual data?
Everyone understands the root cause. They are all thousand-year-old foxes, what to play and talk about fasting.
The high-tech configuration is flashy
The so-called smart car is actually to add a car machine, and then put more large screens to create a sense of so-called science and technology, which is of little significance to improving the user experience, purely flashy and a waste of the user's money.
In terms of reliability, the reliability of mechanical instrument panel is better than that of LCD instrument panel. Many mechanical buttons are replaced by electronic buttons very *** using mechanical buttons, the driver can not look at the eyes, while driving while adjusting, integrated into the electronic screen, the driver also needs to look at the screen to open a few submenus, now it is all the bells and whistles, but it is not practical.
There are a bunch of LCD screens in the car, and a bunch of entertainment apps are installed, which is not reasonable at all. Traffic regulations have prohibited driving and playing with mobile phones, and electric vehicle manufacturers have also added a bunch of entertainment functions to the car machine and LCD screen, is it afraid that there are not enough traffic accidents.
Tieliu believes that the car must first be a car, it must be able to drive well, not a bunch of *** operations, this is the most fundamental, tablet and entertainment functions are just icing on the cake, even unnecessary.
The so-called intelligent driving is a gimmick, and it needs to be improved from technical maturity to lawIn the case of no legal protection and immature technology, the driving data company takes it away, and the owner of the car is responsible for the accident, which is to treat the car owner as a guinea pig.
It is true that autonomous driving is the trend of the times, but two things must be done:The first is that the car owner can sleep in the car, and the vehicle automatically reaches the destination, which is the technical maturity, and the second is that the responsibility for autonomous driving accidents is clearly borne by the car company in the form of law. If you can't do these two things, it is very irresponsible to use the so-called "intelligent driving" as a selling point to induce consumers.
Electronic products are updated quickly, and the so-called technology of car machines and tablet computers is blowing, but it will be obsolete in 1-2 years, and its significance is very limited. What's more, the position of the tablet is very unreasonable, once an accident occurs, under the whip effect, the passenger's head directly hits the monitor, and it is also electrified, and the safety hazard is really not small.
The bonus is still 5 years old
Given the ideal can be called a miraculous sales,M9's commercial success is a high-probability event. However, this commercial success is not sustainable.
Commercial vehicles are generally 7-seater commercial vehicles such as GL8 and M8, and in terms of third-row space, there is still a gap between 6-seat SUVs and 7-seat MPVs. Therefore, there is little business potential for "daddy cars" such as L9 and M9.
L9 and M9 cars, the market positioning is the second-child middle-class family, the outbreak of the daddy car market and the opening of the second child and the third child in the past few years has a lot to do with it. As the marriage rate and fertility rate continue to decline, the market demand for daddy cars will fall off a cliff**.
As far as commuting goes, one person drives 5Cars above 2 meters will be very inconvenient, and a single person driving a 6-seater car to work will also look very cute. This kind of car is more of a family out on weekends, or there is a full-time driver, and if the owner sits in the second row, it is indeed a pleasure. This limits the use cases of vehicles such as the L9 and M9.
In the past five years, the proportion of vehicles sold in China with more than 500,000 vehicles accounted for 216%。In the past three years, the monthly sales volume of the 40-500,000 yuan market has remained between 9-100,000 units, and the market share has stabilized at about 5%-6%. ABB's share of the 40-500,000 yuan market in the past three years has always been above 75%.
The limitation of market capacity and the limitation of use scenarios completely locked the upper limit of sales of vehicles such as L9 and M9.
Of course, L9 and M9 cars, aside from the mechanical quality, simply look at the sofa, TV, projector, car machine, interior and other configurations, it is a car of the same price as ABB, and it can indeed attract some ABB middle-class car owners to buy. But just like Apple users only recognize Apple, brand loyalty is very high, and the loyalty of some Porsche and ABB owners is also very high, and the proportion of Porsche and ABB owners converted into M9 owners is not too high.
At present, it is irrational for many people to buy new power models, this kind of thingSooner or later, irrational thoughts will subsideAfter experiencing the novelty, there is nothing unusual.
Of course, during this period,Ask the boundaryand ideals can eat dividends,And with the help of dividends to accumulate brand, reputation, technology, and strive to complete the transformation before the dividends are dry.