Zhizhi Automobile Zhengqi.
Nowadays, independent brands in China's auto market have pocketed many markets of joint ventures and imported brands, and the status of various car companies has become increasingly stable.
However, in the million-dollar luxury car market, independent brands are rarely involved. However, a car company that was almost on the verge of bankruptcy a few years ago suddenly broke in.
1.Huawei blesses the crow to become a phoenix, and JAC wants to achieve brand leapfrogging
The car company that wants to build a million-dollar luxury car is JAC. It was revealed that the first model of Huawei's cooperation with JAC is not an MPV, but a million-level electric sedan that benchmarks the BMW 7 Series.
This news can be said to be unexpected by many people, JAC Motors has basically not produced luxury cars before. In addition to OEM for NIO, most of the models produced by it are low-end cars of about 100,000 yuan.
What's more, JAC is not the leader in the market with a price of 100,000 yuan. From 100,000 to 1 million, this is a big step.
However, with the support of Huawei's intelligent driving system, JAC seems to have an extra layer of aura. But the problem is that million-level models are not so easy to build.
2.It is difficult to build brand value, and it is difficult to achieve results with a huge investment in millions of luxury cars
Million-dollar luxury cars are of symbolic significance to both car companies and their consumers. If a high-end car company does not have a million-level model to support the scene, it seems that something is missing, and million-dollar luxury cars are often used as a symbol of status for some wealthy people.
But the million-dollar luxury cars represented by the D-class sedan are not so easy to build. In particular, it is even more difficult for enterprises that are good at producing low-end models to get rid of their own image and develop upward. Even Toyota, which was the number one car company on the planet back then, could not completely subvert the pattern of D-class cars.
In the 80s of the last century, Toyota invested $1 billion in building Lexus's flagship model, the LS400, and countless advertising and other marketing expenses. However, the status of the Lexus LS is still not as good as that of the Mercedes-Benz S-Class and BMW 7 Series.
It can be seen that in the field of million-dollar luxury cars, the position of latecomers is very embarrassing. Because these latecomers, no matter how good their own quality is, they will face the dimensionality reduction blow of the brand value and historical accumulation accumulated by their predecessors for many years.
However, in the field of new energy vehicles, the cost of engine and transmission tuning is eliminated. This is definitely a huge advantage for JAC to build a million-dollar luxury car. However, the reason why JAC wants to build a million-dollar luxury car is probably not this.
3.**Positioning to avoid the "X world" family, million pricing or due to Huawei's layout
JAC's courage to enter the field of million-dollar luxury cars is of course inseparable from Huawei's technical support. However, the million-dollar pricing may be due to Huawei's strategic layout.
Huawei's cooperation with Cialis and Chery has achieved initial results, especially the Wenjie series of SUVs, which have set off a wave of intelligent driving in the market.
From the pricing point of view, whether it is the Wenjie series produced by Cialis, or the Zhijie and Star Era models produced by Chery. Its price range is around 20-500,000 yuan. From the ** point of view, it can only be regarded as a mid-to-high-end, even a full-size large SUV like the M9 is only priced at 4698-56.980,000. Compared with the price of imported full-size SUVs, which are often in the millions, it seems to be very "large and affordable".
And Star Era is priced at 1988-33.880,000 yuan, Zhijie S7 price 2498-34.980,000, the price of the M5 is 2498-33.180,000, the price of the M7 is 2498-37.980,000. The pricing of these models clearly overlaps slightly more. If JAC positions the ** in the range of 20-500,000, it is easy to form a situation of "cannibalism".
Moreover, "large quantities and affordability" can naturally bring good reputation to these models, but in order to create high-end brand value, it is necessary to create products that are superior to these models. Therefore, it is not so much that JAC wants to build a million-dollar luxury car, but that Huawei may want to further build its high-end image of helping car companies through a million-dollar luxury car.
Write at the end
Although no one knows the decision-making process of JAC to enter the million-dollar luxury car, through such positioning, JAC's future models are likely to avoid crazy involution in cost performance with various "X worlds". Huawei also got an opportunity to show the million-level intelligent driving function to the market.
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