Fion is a medium and large sedan owned by Volkswagen, positioned in the high-end market, competing with models such as the Audi A6L and Mercedes-Benz E-Class. Built on Audi's MLB platform, the Whaeon has excellent handling, space and comfort, and is also equipped with a large number of luxury equipment and technological equipment, which can be called the A6L with a new shell. However, Huiang's sales have not been ideal, and even in December 2023, Huiang's sales are onlyvehicles, while the Camry in the same period reached2.30 thousandvehicles, a difference of nearly 20 times. Why can't Hui Ang sell?
We can analyze it from the following aspects:
: The price of Huion is in10,000 yuan, although it is much cheaper than A6L, but for the Volkswagen brand, it is still too high. Volkswagen's image in China is that of a civilian family car, not a high-end luxury car, and it is difficult for consumers to accept such pricing. Moreover, Huiang's ** also overlaps with Camry, Accord and other high-end models, these models have a deep market foundation and reputation in China, and it is difficult for Huiang to seize their share. Huiang's ** strategy is obviously unreasonable, and it has not attracted either high-end consumers or mid-range consumers.
Appearance: The design of Huiang is also criticized by many people. The front face of the Fion adopts Volkswagen's latest family-style design, with horizontal chrome trim strips and a large grille, which makes the Fion look domineering, but also mediocre. The side lines of the Huion are relatively simple, but they also lack features, and the design of the rear is more conservative and does not have many highlights. Overall, the exterior of the Fion is not impressive, nor does it reflect its high-end positioning, and is more like a regular mid-size car than a luxury car.
Interior: The interior of the Fion is a bit better than the exterior, but it's not perfect either. The interior of the Hui Ang uses a lot of soft materials and leather wrapping to enhance the texture and class, and the design of the center console is also relatively simple and modern, equipped with 123-inch full LCD instrument cluster and 9The 2-inch central control screen is rich in functions and easy to operate. The space of Huiang is also very spacious, the leg room and headroom in the rear row are abundant, the comfort of the seats is also very good, and there are rear exhaust air vents, USB interfaces, seat heating and other configurations, so that rear passengers can also enjoy the feeling of dignity. However, the interior of the Fion also has some shortcomings, for example, the steering wheel and gear lever of the Fion are the same as the ordinary Volkswagen model, there is no distinction, and it does not show its high-end temperament. Huiang's central control screen does not use a touch-based design, but uses knobs and buttons, which is a little backward and inconvenient. Although the interior of the Fion has some highlights, it is not up to the level of a luxury car, and there is still a lot of room for improvement.
Power: The power of Huiang is also relatively average, and it does not give people a sense of surprise. Huion offers two power options, one is 2The 0T turbocharged engine has a maximum power of 186 horsepower and a maximum torque of 320 Nm, mated to a 7-speed dual-clutch gearbox, and the acceleration time to 100 kilometers is 86 seconds; The other is 3The 0T turbocharged engine has a maximum power of 249 horsepower and a maximum torque of 370 Nm, matched with an 8-speed automatic manual transmission, and the acceleration time to 100 kilometers is 69 seconds. These two power configurations are not weak, but they are not strong either, and compared with models of the same level, there is not much advantage, nor too much disadvantage, it can only be said that it is decent. The same is true for the handling of the Fion, although it is built on the MLB platform and has a front-rear-wheel drive layout, but the suspension tuning of the Fion is biased towards comfort, and the steering is relatively light, which does not give people a very strong driving pleasure, and is more suitable for smooth cruising than intense driving.
Quality Author List Brand: The brand influence of Huiang is also an important factor, which affects its sales. Although Huiang is positioned in the high-end market, its brand is Volkswagen, which is difficult for many consumers to accept. In China, consumers' perception of luxury cars is still relatively traditional, and they pay more attention to the history, culture and image of the brand, rather than the product itself. Volkswagen's brand image in China is a civilian family car, not a high-end luxury car, and it is difficult for consumers to identify with its high-end positioning. Moreover, Volkswagen also has some negative reputation in China, such as the quality of Volkswagen's engine and gearbox, Volkswagen's after-sales service dissatisfaction, etc., which have affected consumers' trust and love for Volkswagen. The lack of brand power also makes it difficult for it to compete with luxury brands such as Audi and Mercedes-Benz, and it is also difficult to attract the favor of high-end consumers.
To sum up, Huiang is a shelled A6L, with good product power, but because of the problems of **, appearance, interior, power and brand, etc., its sales are sluggish, and it is even sold to the price of Camry.