The Tank 300 has created a low-threshold "hard-core off-road", and the Formula Leopard 5 has created a new way to play "hard-core off-road". In the past, off-road had to look at the land patrol and big G, but now, the threshold of "hard-core off-road" seems to be no longer high.
In the "hard-core off-road" in consumer cognition, the non-load-bearing body is the first element, the second element is the "square box" shape, and then there is the four-wheel drive structure, towing capacity, etc. These product forces, which can only be seen on the original hard-core SUVs of at least three or four hundred thousand, have been beaten down by more and more products in the past two years.
With the entry of Ford Flame Horse into China, the hard-core off-road has welcomed a new trend. If a number of domestic hard-core off-road will be the best in this category, but we have not seen a foreign brand of hard-core off-road can be sold at a low price, and Ford Fierce Horse may change this market pattern.
The main reason why hardcore off-road can be sold at a low price is that it is no longer unattainable.
The price of the Tank 300 starts at 200,000, the price of the BJ40 starts at 160,000, the price of the Haval H9 starts at 190,000, and the price of the Formula Leopard 5 starts at 290,000.
Take the Haval H9 and the Tank 300 as an example, the two are the same model, so many of the configurations are similar. For example, the engine of the Haval H9 uses the model GW4C20B 20T engine, maximum power 165kW, maximum torque 385Nm; Tank 300 adopts the E20CB 2The 0T engine has a maximum power of 167kW and a maximum torque of 387Nm. In terms of suspension, both use a double wishbone + multi-link configuration, and the transmission is an 8-speed automatic manual system.
Looking at the BJ40 again, it also uses 2The 0T engine has a maximum power of 180kW and a maximum torque of 395Nm. The suspension adopts a double wishbone independent suspension + multi-link non-independent suspension structure, and the transmission is also an 8-speed manual automatic one.
The Equation Leopard 5 features a higher product configuration due to its higher starting price. The hybrid system has a combined power of 505kW and a combined torque of 760Nm, and is paired with a CVT gearbox and adopts a front and rear double wishbone suspension configuration.
It is not difficult to see that the power performance of 200,000-level hard-core off-road products should be at least 2 with foreign brandsThere is no difference between the 0T high-power engine, and even the performance is better, and the gearbox must be a more cost-effective and reliable automatic manual transmission. And the 300,000-level hard-core off-road, the power performance has been able to "explode". On the chassis, the double wishbone has become a popular choice for hardcore off-roading because of its better sporty performance.
Judging from the existing data and configuration of the Ford Spirit, it is equipped with 2The 3-T Ecoboost engine has a maximum power of 202kW and a maximum torque of 429Nm, mated to a 10-speed automatic transmission. In addition, Liema will provide two original professional modification products in China, not only front and rear electronically controlled mechanical differential locks, EMOD intelligent full-time four-wheel drive system, Bilstein three-stage nitrogen shock absorber, etc., but also equipped with intelligent anti-roll bar disconnection function.
From the configuration point of view, the configuration of the Ford Flame Horse is more comprehensive, even so, according to the current speculation of the ** level, it will basically be locked in the 300,000 level, and the tank 300 high-end model and the formula Leopard 5 form a market competition.
If according to the pricing logic before the car market rolls up, the pure hard-core off-road products of the Liema, coupled with a wealth of off-road function configuration and performance kits, will come to at least 400,000 to 500,000 levels, or even higher, but in the current market environment, the volume is cost-effective, and consumers have a clear critical point in their hearts, if a product pricing worth looking forward to exceeds the critical point, it will become cannon fodder for competing products, and below the critical point, even if there is no explosion, there can be a pretty good market space.
That is to say, there was a large gap in China's hard-core off-road market, and after a number of domestic "square box" products opened the market in this area, China's hard-core off-road products set a product foundation for this market, that is, how to price and how to configure the volume.
Liema should become a product sandwiched between the first-class foreign brand hard-core off-road and the low-cost Chinese brand hard-core off-road, which has a certain benchmarking role.
Hardcore off-road is not suitable for mass consumer groups, but after the launch of low-priced hard-core off-road, this category is being noticed and interested by more consumers. That is to say, after a few years of promotion, the hard-core off-road or this year ushered in a small climax and became a new Volkswagen category model. The most critical point here is whether there is room for hard-core off-road to continue to increase the volume without increasing the price, or even increasing the volume and reducing the price.
Therefore, in the past two years, the manufacturers who will release the hard off-road, the pricing of the Fierce Horse may have a certain reference value, that is, with the Fierce Horse as the dividing line, according to North America 2The price of 80,000 US dollars, equivalent to 200,000 yuan, once the price of Liema in China is really only 300,000, especially the hard off-road models of Chinese brands in the future, they need to continue to explore the price in order to have a better survival space. The foreign brand hard-core off-road needs to aim at the price of 250,000 to 300,000 yuan in order to make its products become the mainstream sales of hard-core off-road models in the future.
On the other hand, many manufacturers now define the "square box" model as "hard off-road", although there are opportunistic shortcuts, but it can effectively disrupt the market pattern of hard off-road.
For example, the best-selling short-distance traveler in the square box market at present sold more than 130,000 units. Although there is no non-load-bearing body, and it does not have the ability to go deep off-road, the price of the traveler is as low as 130,000 yuan, and the hard-core off-road styling makes many "off-road whites" who want to get started excited. And Jietu travelers are creating a deeper level of off-road modification products and owner circles, although the volume can not really understand off-road, really need deep off-road consumers, but for example, BJ40, tank 300 this slightly similar styling models of the same category bring a certain impact.
Some people will say that it is just a "square box" shape, how can an urban SUV and a real hard-core off-road fight together? As mentioned above, at present, hard-core off-road vehicles are still niche models, and the circle of playing deep off-road is also very niche, and this market is accelerating its expansion, and if there is no good promotion point, the industry will not have substantial development. And those light off-road "square box" models are the boosters of hard-core off-road, which can make such models more accepted by more people and dig deep into the fun, thereby driving the sales of off-road vehicles with stronger performance.
Coupled with the involution of the car market, even if it is a hard-core off-road vehicle with higher technology and hardware requirements, it is difficult to escape the product development path of high configuration and low price, after all, no matter how individual the car category, it also needs to consider the market-oriented demand, and now it has entered the knockout round, and it is not divided into categories.
Although the hard-core off-road track is not as volatile as other popular market categories, but with the expansion of the market scale, this kind of product will soon join the involution, coupled with the entry of models like Liema into China, the future low-end off-road market will no longer be played by Chinese brands themselves, and perhaps there are other "catfish" coming one after another, and then it will be the real bloody storm of the hard-core off-road market.