In terms of product strength, Liema is indeed a relatively strong model, but from a market point of view, if you do not firmly grasp the opportunity advantage brought by the market window, Lie Ma will lose a large part of the user group.
Two days ago, JMC Ford officially announced the Chinese name of the Liema and released specific design details.
Indeed, this one uses 2The 3T model with 10AT power architecture has reached the peak standard of hard-core off-road vehicles in terms of performance, and in terms of historical development, Liema has a stronger comprehensive development precipitation than the Wrangler.
For a small group of users, it seems that Liema has not yet been listed, and it has already stood at a high sales level.
There are not many so-called "verbal success" products, but in order to succeed in the real sense, it is not enough to simply have a long history and strong product strength, reasonable pricing and excellent corporate layout and marketing strategy are also very important.
At present, the pricing of the Ford Lie Ma has not been officially announced, and the price of this model in the overseas market is around 40,000 yuan, and the pricing in the domestic market is very important.
On the one hand, 300,000 must be the core dividing line between the success of hard-core off-road vehicles, mainly because the rise of China's off-road vehicles is too fast.
For example, the weekly sales of the tank series, the tank 300 and the tank 400 have reached about 2,000 units, which is already the champion brand in the market segment.
The reason for the success is that the pricing is reasonable, the performance is not weak, and the design, ride experience, and brand sentiment are in place, and the ability of the Tank 400 series is already strong for the user group who really needs off-road.
On the other hand, although Liema has a long history in the North American market, it is important to know that it is still a brand new model in the domestic market, and there are not many user groups that have received education from the manufacturer.
It is worth mentioning that at present, the landing price of the Wrangler is stable at more than 400,000 yuan, and the price of naked cars has fallen to about 370,000 yuan.
It is expected that the new Ford Lie Ma will be on the market in 4-5 months, that is to say, it will take about a year from the debut of this car to the delivery, for the passenger car market with such rapid development of electrification, which model can not withstand such a long period of drag, the penetration rate of electrification in December has exceeded 40%, and it is also penetrating the off-road vehicle market, along with the tank 700 that has been released at a price, the upcoming formula Leopard Leopard 3, Leopard 8 and BJ40 extended range version, The Wrangler, who was already under a lot of pressure, was not yet able to cope.
For Lima, the market as soon as possible to seize the enthusiasm of the market, higher pricing and a late launch cycle, for JMC Ford who wants to increase the market, every night is a kind of torture for the later increment.
After all, in today's passenger car market, the era of joint ventures is king, especially in the hard-core off-road vehicle market, and more and more user groups are willing to spend a budget of 400,000 yuan to choose Chinese brands.
Because the off-road products of foreign brands can only take care of the off-road needs, but cannot take care of the needs of urban transportation.
Liema is a strong off-road vehicle, but fuel consumption, technology, comfort is still the traditional thinking, an off-road vehicle should be a comfortable car first, should be a powerful off-road vehicle, in the current market, Liema encountered opponents are stronger than it.
So, relying on the girder alone, 2With a 3T engine, four-wheel drive, design and historical precipitation in the United States, Lima is not enough to impress domestic consumers.