The 500,000-level hard-core off-road vehicle market ushered in two fierce generals.
Tank 700 Hi4-T is a new species in the strict sense, positioned as a 500,000-level medium and large hard-core off-road vehicle, taking into account the needs of luxury, technology, comfort and off-road markets, and has obvious "high quality and low price" characteristics.
The number of orders for this car exceeded 6,000 units one day after its release, and it has become a high-end and luxury car with sales in the true sense of the word, which is independently built by Chinese brands.
The day after the release of the Tank 700 Hi4-T, the Toyota Prado LC250 landed in the domestic market, and this off-road vehicle that had been warmed up in the domestic market for nearly a year finally landed.
The pre-sale price of the Prado LC250 is 470,000-570,000 yuan, which is about 50,000 yuan higher than the official selling price of the tank 700 Hi4-T, which means that the Prado ** is at least 10% higher than the tank 700 Hi4-T without a price increase from the dealer.
01 Prado Market
Prado's upgrade is very subversive, and such a large upgrade is rare in the LC system, and the changes in the LC250 version are from the inside out.
It gets a new platform architecture, a new design concept, and a new 2The 4T powertrain, strictly speaking, is for a more powerful off-road life and better urban travel.
In the past, the old Prado had high fuel consumption, weak power, poor comfort, and lacked a sense of fashion, because the stability and maturity of the technology highlighted the strong reliability and durability of the Prado, but because the product was too old, the market attractiveness was weakened.
The positioning of the new model is more comprehensive, relying on Prado's 20-year development history in China, as well as Prado's unsurpassed strong reliability, it will still attract many user groups.
But there is a core problem, 2024 is not the 2004 and 2014 markets of the year, the number of China's hard-core off-road vehicle products has increased, and the number of models that can carve up the Prado market has increased.
There will still be cases of pick-up at a higher price, but not many.
02 Tank 700 Hi4-T was an instant hit
For Great Wall, as long as the tank 700 Hi4-T can steadily complete the monthly sales of 3,000 units, it is a success.
There are many models that want to succeed in China's high-end cars, but there are very few that can be done, mainly because the brand effect blockade of fuel vehicles is very serious, and if you want to gain a foothold in the high-end market, you must not only rely on technology, but also break through the brand blockade, so that more people can affirm the designer's achievements from the design and brand level.
To affirm this achievement, it depends on the upward precipitation of the past brand and the strong technical driving force.
The former shows the brand's ability to advance upward, and the monthly sales of the Tank 400 Hi4-T and the Tank 500 Hi4-T are stable at more than 5,000 units, indicating that the value recognition of the Tank brand by users is not limited to 300,000.
The reason is that neither of these models is a flagship model, and it is not large enough and does not have a more powerful 30T engine, put these parameters on the tank 700 Hi4-T, and it will definitely become an important label for ** going up.
In other words, the Tank 700 Hi4-T is likely to be the flagship model of the tank series at this stage, so it will have a strong predatory ability in a relatively higher market.
Taking a step back, there are not many hard-core off-road vehicles in China's off-road vehicle market that are really worthy of the price of 500,000.
The current price of Wrangler is about 500,000 yuan, but the price of the North American market is only about 30,000 US dollars.
Prado is a typical ** value product, this generation of models in North America is priced at 60,000 US dollars, equivalent to about 400,000 domestic prices, and the domestic market is priced at 470,000 for some reasons, which is not too much, after all, the North American market can reduce the cost of Prado because of Lexus's long-term production.
Strictly speaking, the cost of this generation of Prado is not low, and it is relatively comprehensive.
Tank 700 Hi4-T is capable of selling more than 400,000 **, size, luxury, technology, power performance is very strong, especially today's electrified off-road products are not many, tank 700 Hi4-T's pure electric 100km travel capacity, but also to solve the problem of high fuel consumption in daily travel situations.
Therefore, in the 500,000-level market, there are very few products that really "match value", and in this environment, the situation of the tank 700 Hi4-T and Prado going head-to-head will definitely happen.