First of all, Wei Ran will become the "Passat" of SAIC Volkswagen, and will compete directly with Buick GL8 in the field of business travel. Second, Wei Ran has a car design similar to that of SUV, or it will capture some consumer groups that mainly focus on household needs and give consideration to a small amount of commercial needs. Third, Volkswagen Wei Ran will focus on the "Daddy MPV" market and compete with Honda Odyssey.
These three views in the market have their own reasons. They think that SAIC- Volkswagen Wei Ran will be regarded as MPV by some consumers, because it is based on Tulong, and there is not much difference in data between them in terms of three major components, technical parameters and ground clearance. They think that Wei Ran will be used as a father car, because the demand for father cars is increasing, and high-end MPV models such as Grand Jielong and Erfa are being used to buy food and pick up babies. This market still has growth potential. It is true that SAIC Volkswagen will face the competition from Buick GL8. If SAIC Volkswagen wants to gain sales in the high-end MPV market above 300,000, you can't escape the pressure of big brother Buick GL8.
However, judging from my recent activities in Wei Ran, the above-mentioned market positioning seems to deviate from the brand planning.
SAIC Volkswagen tries to open up new markets.
In SAIC Volkswagen's view, Wei Ran's product positioning is "new business crowd", which is a new market with poor product line. To this end, SAIC Volkswagen designed a slightly sporty appearance for Wei Ran, equipped with smarter technology service owners, and added humanized details that many young people value, trying to impress young people with business reception needs.
Indeed, business people born after 80s, because of their different growth times, know more about themselves, technology, personality and what they need than traditional business people. At the same time, new business people are also generally engaged in blockchain, self-media, short video, Internet, online education and other industries, and their views on cars are more fashionable than those of traditional business people.
Then, Wei Ran is positioned as a new business person mentioned by the brand. Whether it has been transformed into market competitiveness or not, Jin Shu thinks, has to be answered from the perspective of products.
The combination of various advantages has constructed the product positioning of Wei Ran.
Back Volkswagen Wei Ran adopts the design language of the latest Volkswagen family, and with the design of 20-inch sports wheels and D-pillar slightly sliding back, the overall shape has a certain gap with the traditional MPV. Compared with MPV models such as Maitewei and Buick GL8 owned by Volkswagen, drivers in Wei Ran will not be like full-time drivers.
Although the exterior design of Wei Ran is somewhat different from the traditional MPV, its interior texture can still meet the higher requirements of business reception. For example, Wei Ran is equipped with a double-sided sliding door, which is rare at the same level, which can effectively enhance the sense of dignity of the rear passengers when getting on and off the bus. At the same time, in the configuration of the second row of seats, massage, wine tray, private sunshade, electric leg rest, seat heating and ventilation are all equipped. The third row of seats in Wei Ran adopts the same material as the second row of seats, which makes the third row of passengers travel comfortably.
In addition, in terms of configuration, SAIC Volkswagen is also obviously aimed at new business people, such as digital instruments, wireless charging of mobile phones, L2-class automatic driving, automatic parking, intelligent in-vehicle systems, voice recognition and other traditional MPV models, which are rarely equipped with these configurations, because traditional MPVs are more for passengers than for car owners.
From these points of view, SAIC Volkswagen Seat meets the reception needs of traditional business, and many technological configurations added for car owners can also make it an MPV that car owners are willing to drive, and its appearance is younger than that of commercial MPV. All these make Wei Ran a controllable, luxurious and young MPV, and it seems that only Wei Ran is the MPV product that can combine these highlights in the market. Therefore, the advantages of Wei Ran can meet the positioning given by the market in a single way, but the combination is more suitable for the needs of new business people.
286,800-399,800 yuan, which configuration is the most worth buying?
Finally, I want to talk about which configuration of Volkswagen Wei Ran is most worth buying. Wei Ran is divided into four configurations, and the price range is 286,800-399,800 yuan. The minimum version of 286,800 yuan is not equipped with reversing images, cruise control, electric side sliding doors, voice recognition and other configurations, so there will be a lot of inconvenience in the process of using the car. The price of the previous edition was RMB 3,654,380+0,680 yuan. The configuration of this edition can meet the daily needs of vehicles, such as double side sliding doors, electric trunk, electric adjustment of main and auxiliary drivers, and indoor atmosphere lights, etc., and it belongs to SAIC Volkswagen.
The auxiliary top seat of 369,800 yuan is mainly for the improvement of power and the comfort of rear passengers. The power was upgraded from 65,438+086 HP to 220 HP, and L2-level autopilot was added in the configuration. The rear seat has the functions of massage, electric adjustment, ventilation and heating, sunshade and so on. Compared with the second lowest seat, it is 50 thousand yuan more expensive, which is also quite cost-effective As for the top version of 399,800 yuan, only Dana audio, 360 image, rearview mirror heating and other functions. Compared with the second top model, the cost performance is not high.
Therefore, for consumers who don't have such high demand for business reception, choose the second-lowest version with a price of 3,654,380+0,680 yuan, and all practical configurations are equipped. If the requirements for business reception are high, it is enough to choose the sub-top version of 369,800 yuan. After all, seat massage is not common in the same price model, and the "respect" for the rear passengers is enough.
So back to the topic we talked about at the beginning, does SAIC Volkswagen's positioning of Wei Ran contradict with market recognition? In fact, everyone just looked at one issue separately, such as the competition with GL8. In fact, after joining various models from GL8, it is also developing rapidly to new business people. As a new business crowd, the post-80s generation will not exclude the use of MPV as a family car or even a father car. Therefore, due to the transformation of MPV market itself and the competitive situation that has not yet entered the Red Sea, everyone's attention will still focus on those models with relatively high exposure and sales, and Wei Ran will still directly confront GL8, Odyssey and other models. In this market segment, joint venture brands still have the potential to dig deep, and at the same time, we should be wary of independent brands eyeing the market.
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This article comes from car home, the author of the car manufacturer, and does not represent car home's position.