In the era when traffic is king, Britain and finidi seem a little "enlightened" and even know that they need to use the star effect to promote themselves. "Surprised by the face value and respecting talents", these eight words are particularly eye-catching on the QX50 poster. To some extent, QX50 is similar to Ruoyun Zhang in temperament.
It can be seen that finidi, England, has put a lot of thought into finding a brand spokesperson.
But when it comes to products alone, the 2020 QX50 is only a small change for one year at most, and it can't afford any big waves in the market. After all, among the models listed in the same period, there are many big names: the brand-new Audi A4L brand has strong strength, hard foundation and has long been famous; New generation Buick GL8? Avenir Avia understands the psychology of domestic consumers, and its benchmark position in MPV field is unshakable.
On the other hand, QX50, no matter how big it is, is just a formality. Why do you say that?
Aside from the "tough guy role" laid out by Mercedes-Benz, BMW and Audi, in the face of the competition from Cadillac XT5, Volvo XC60 and Lexus RX, QX50 can't get any cheaper, and its previous market performance was even at a disadvantage. Don't forget, the Land Rover Discovery Sports Edition with a new name and the Lincoln Navigator ... are not "good crops".
In short, it is not easy for QX50 to gain a share in the powerful luxury brand SUV market.
In retrospect, I think the QX50 is already the best model sold by Britain and finidi in China. Since the replacement in June, 20 18, the QX50 has passed its first complete sales year in 20 19, and handed over the answer sheet of cumulative sales of 210.58 vehicles, while the total sales volume of domestic cars in Britain and finidi in 20 19 was 33,41. Even if imported models are included, QX50 contributes more than 60% to the sales of Britain and finidi in China.
In other words, whether the QX50 sells well is directly related to the sales trend of Britain and finidi in China.
This is also a microcosm of the development of Britain and finidi in China.
Holding China's thigh tightly, he still can't escape the fate of becoming "cannon fodder"
Whenever finidi is mentioned, it has to be compared with Lexus, and there are many similarities between them. For example, the brands built by Japanese car companies to enter the high-end market were born in the 1980s and started in North America. They all entered China at the beginning of this century, and China is their second largest single market in the world. ...
Of course, just as most car companies attach great importance to the China market, Lexus and finidi also hope to make achievements in China. In particular, Britain and finidi, which embraced China, moved their global headquarters to Hongkong, China on 20 12, which is rare among multinational car companies.
Then, it accelerated the localization process of Britain and finidi in China. 20 14 Dongfeng Ying finidi Automobile Co., Ltd. is a joint venture between Dongfeng Motor Group and Nissan Motor Company. In June165438+1October of the same year, Q50L, the first domestic model in Britain and finidi, went on sale. Four months later, the QX50, the second domestic model in Britain and finidi, went on the market.
Perhaps Britain and finidi can't imagine that they have become the first Japanese luxury car brand to realize their dream of localization in China.
But what happened? Britain and finidi not only failed to find a way to become bigger and stronger, but also were separated by Lexus, which has not yet been made in China.
In 20 19, the sales volume of Lexus in China exceeded 200,000, reaching 202,000, which made Cadillac sweat. By the way, this is still based on the firm terminal price of Lexus products, no discount, and the increase in sales of es, NX, RX and other models. The gold content can be seen.
Although Britain and finidi have maintained double-digit growth in the China market in the past few years, we all know that this is because their own base is not large. Moreover, the upward trend in Britain and finidi slowed down obviously, with the turnover hovering around 30,000 vehicles. With this performance, unless it continues to explode, it will be extremely difficult to catch up with the opponent.
There is still a lot of room to explore in the luxury car market now, and no one wants to lose a bite of cake. Imagine that Lexus is holding its breath and preparing to launch an impact on the position of the second-tier luxury brand leader. Britain and finidi, on the other hand, are in a rather awkward position. In the long run, it is not excluded to completely become "cannon fodder."
Without wealth and life, I stink.
At the official website in finidi, England, the brand history introduction said: "More than 30 years ago, we started to create a brand-new luxury car brand. A brand that pursues ideal power, performance and art "According to finidi's idea, it is to take the sports route. But to be fair, in the luxury car market, when it comes to sports brands, who will think of Britain and finidi first?
Furthermore, Lu Yi, former general manager of Dongfeng Ying finidi, once said: "I don't think we are a second-tier luxury car brand, we are a luxury car brand." This kind of speech to boost social status seems to be a sign of self-confidence, but it is hard to hide the fact that Britain and finidi can only serve as a foil among luxury brands.
You know, the reason why Mercedes-Benz, BMW and Audi are like a duck to water in the China market is that on the one hand, they came in earlier and their brand awareness has long been ingrained; On the other hand, Mercedes-Benz is luxurious and comfortable, Audi has a strong sense of science and technology, and BMW has a good control, each of which has distinct label attributes and is more attractive to the audience.
Obviously, it is not a good strategy to directly target Mercedes-Benz, BMW and Audi. Since I can't beat you, I will join hands with you.
Therefore, finidi chose to form an alliance with Mercedes-Benz, and made use of resources such as Mercedes-Benz's platform and technology to build a QX30. Although this car shared the engine and chassis technology with GLA, it was not bad in styling design, but it was quickly forgotten by the market due to the lack of brand influence.
The eyes of the masses are discerning, luxurious or not, and finally everyone has the final say.
Reflected in the product level, compared with the exquisite technology and reliable quality of Lexus models, finidi in England is often exposed to minor faults such as brake jitter, gearbox oil leakage and abnormal shock absorption. Although these small defects are harmless, they are very easy to break the inherent impression of consumers on luxury cars. Over time, once consumers have a psychological gap, their goodwill towards British and finidi brands will be greatly reduced.
It turns out that finidi in Britain has the same "killer weapon" as Lexus, that is, the four-year or 654.38+ 10,000-kilometer free warranty policy for all models. However, due to the unsatisfactory market performance, which dragged down the operating profit, finidi cancelled this policy on 2065.438+08. The shrinking of value-added services has also virtually hit the confidence of potential consumers in buying cars.
"Buddhism" marketing, product patchwork muddle along.
There is nothing wrong with selling, just not selling. This sentence can be used to describe the marketing in Britain and finidi.
Lexus is called a "marketing genius" because it likes to put advertisements across borders, such as linking products with popular TV dramas or fashion trends, and its advertisements have won a good reputation. However, sponsored by Britain and finidi, "Where is Dad going?" However, the "Dare to Love" 10,000-person ceremony was earlier, and there was almost no sound. Until the Audi advertisement "Oolong" incident in the circle of friends last year, Britain and finidi had a wave of traffic.
In an era when the fragrance of wine is not afraid of the depth of the alley, if you are reluctant to spend some money on marketing, or if you spend money but can't get results, how can you convert sales? At least let consumers know that finidi is a brand with a sense of existence before paying for it. As for the VC-TURBO turbocharged engine with variable compression ratio, how many people bought it?
Q50L and QX50 have been on the market for more than five years. During this period, Britain and finidi did not launch a domestic model, and the update speed of imported models was also half a beat. This has also exposed the problems of thin product lines and insufficient competitiveness in Britain and finidi.
In China, both luxury brands and non-luxury brands, after achieving considerable sales, are still accelerating the iterative upgrading of products and intensively launching a large number of new cars to stimulate sales. Like Lexus, the product lineup covers almost every market segment to meet the different needs of consumers.
In addition, luxury brands including Mercedes-Benz, BMW and Audi have launched new energy vehicles, hoping to seize market opportunities. Lexus relies on hybrid vehicles to expand its market share, but Britain and finidi lack a keen sense of market trends, and the first batch of new energy products will not be available until at least 202 1 year.
Without the continuous support of a large number of new products, it runs counter to the ever-changing automobile market. The depression of the terminal market makes Britain and finidi under greater pressure, with unstable internal morale and frequent personnel changes at the top. These unstable factors have a great negative impact on enterprise management.
Not surprisingly, the global headquarters in Britain and finidi will move back to Yokohama in the near future.
Write at the end:
The "middle-aged crisis" in Britain and finidi came a little suddenly, but it was also expected. The brand lacks tonality, the product update speed is not timely, the marketing is not active, and the market response is slow, which makes Britain and finidi busy. Seeing that Lexus is doing well, Britain and finidi should do something besides "envy".
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.