Shulou(Shulou.com)11/24 Report--

A few days ago, a Genisse executive was "in a hurry".

According to reports, Lee Zhe, the chief South Korean coordinator in charge of Genisseth's China business, stressed that in less than 10 months this year, Genisseth lost 1.2 billion. He even reprimanded employees face to face-- "not a single Chinese employee of Genisseth bought Genisse's products."

With all due respect to Xiaotong, Genisse's products are no less luxurious than their competitors in terms of luxury texture, but for an eight-year-old car brand, its luxury attribute is difficult to be recognized by the domestic market, and users are more likely to choose BBA or Cadillac, Lexus and other more recognized brands.

Perhaps, Genisse will think that using the "look-alike" Bentley logo can quickly increase brand awareness by rubbing heat. In fact, however, Genisse did quickly make its mark in the name of "Little Bentley" or "Asian Bentley", but too few consumers were willing to buy it.

Surprisingly, with the "textbook" of Genisse, another new brand chose to join the game, and its car logo is the same style of Bentley's "Youth pre-employment training" style.

It is the new energy brand Yuanghang Automobile under the Universiade Group. Yes, it's the Universiade Group that sells motorcycles. It is understood that the Yuanhang Y6, which is positioned as a D-class executive car, will be offline on November 8, with an advance price of 329800 yuan.

Even if the new energy market has been rolled into the extreme, there is no shortage of new players to join the game, but how many opportunities are there for long voyage cars to sail?

Without a market base, changing the track is just a futile long voyage car that made its debut in public at the Chengdu Auto Show in 2022. At that time, the Yuanhang cars at the show were rich enough to unveil three new cars and a new all-electric platform in one breath, all of which were positioned as D-class cars. At the Guangzhou Auto Show in the same year, far Airlines released a new large-scale SUV.

During this war, Evergrande even called it an expert.

To be fair, even if the financial strength is as strong as Evergrande, it has also turned a somersault in the new energy market, what can you do to make it plain sailing in the new energy market? We might as well start with the Universiade Group.

In 2017, Dayun Group, which mainly engaged in motorcycles and commercial vehicles, transformed to the new energy passenger car market, until 2021, Dayun Group successfully launched Dayun Yuehu, Universiade Yuanzhi M1 and other products that focus on the low-and middle-end new energy market.

However, the competitiveness of the two products is not enough, take Universiade Yuehu as an example, the comprehensive mileage is only 300km, this data can not be compared with the mainstream pure electric small SUV, coupled with the marketing ability can not keep up with, the annual sales of these two cars are not more than 10,000.

Yuanqinshan, founder of the Universiade Group, believes that since the middle and low end of the market does not sell well, it is necessary to enter the high-end market, and Yuanhang Motor came into being.

Indeed, there is too much competition in the middle and low end of the market, and changing the track may be one of the ways to reverse the decline in sales. But to be clear, even if you have accumulated a certain number of users' cars in the new energy market, the road to higher ground is not as easy as you might think.

What's more, how many consumers can rely on Universiade vehicles, which do not have much audience in the middle and low-end new energy market, to successfully enter the high-end new energy market?

Of course, we don't have to be in such a hurry to "sentence the long voyage to death". It all depends on the competitiveness of our products.

A D-class car of 300,000! The Y6 is the Bentley Flying "Ping Di" Y6 positioned as a large car, which has been pre-sold in the pre-sale range of 329800 yuan to 529800 yuan, with a vehicle length of more than 5.2m and a wheelbase of more than 3.1m.

Regardless of the brand for the time being, this price and positioning alone let Xiaotong "live in Bengbu".

Large cars are usually laid out only by luxury brands. at present, the cheapest D-class car available in the domestic market is the Genisseth G90 from 698800 yuan, followed by Audi A8 from 829800 yuan and Lexus LS from 878000 yuan.

Now you can buy a D-class car for more than 300,000 yuan?! This is probably the easiest time for Volkswagen to get a D-class car.

At this price level, even if the long voyage car uses a LOGO similar to Bentley, it doesn't seem necessary to care about the face problems that may arise in the future. Bentley, which is also a large car, has a starting price of more than 2.7 million yuan, which is equivalent to buying 10 entry-level Y6.

Well, now there's one more reason why Xiaotong still doesn't buy Bentley.

In addition, the appearance configuration of the Y6 is not poor, equipped with hidden door handles, frameless doors, panoramic panoramic screen, and Porsche is very similar to the body shape, it is really good to see, but in many details of the transition, or slightly cheap, such as front and rear bumper, lamp cavity elements and so on.

The style created in the car is obviously the normal level of the 300000 class model, but the configuration performance is still in place, vertical large-size central control screen, 70-inch AR-HUD look-up display, immersive sound system, facial recognition Face ID and other functions are provided, and the whole car seat with massage function, rear seats support 140o super lie-down, air suspension, CDC intelligent damping system will also be provided.

However, the rear seats that support 140 °super large lie-ins do not include the central position of the back row. From this point of view, Yuanhang Y6 is still the "stacking king".

Millions of large cars, in the configuration will emphasize the sense of luxury, ritual; 300,000 large cars, not too much gorgeous configuration, but the function is easy to understand, and practical enough.

In terms of performance, the performance of the Y6 is comparable, equipped with a four-wheel drive dual motor system, book data up to 500kW / 800N ·m, with a strength of 3.5s. In terms of battery life, the Y6 provides both 800km / 1000km versions and is equipped with 800V super fast charge. the hard core strength of the current high-end pure electric vehicles seems to be found on the Y6.

Throughout the domestic market, in addition to the Yuanhang Y6, there are only three pure electric large cars: Mercedes-Benz EQS, Mercedes-Benz EQS AMG and BMW i7, of which the lowest starting price is the Mercedes-Benz EQS with a starting price of 881000 yuan.

Xiaotong "brazen" compared the hard power of the Y6 with the other three models, and found that the Y6 is not without advantages, and the 1000km's comprehensive range of pure electricity is beyond the reach of the other three rivals.

Unlike the products that claim to be "reduced dimension" in the domestic car market, the intensity and level of Y6 dimension reduction strike can be said to be multi-dimensional.

Compared with the pure electric cars of the same class, the performance-to-price ratio and battery life have an advantage.

Compared with the pure electric cars at the same price, almost none of them are able to lead the Y6 in terms of body size, range and comfort.

This is the real "cost-effective king"!

But then again, playing the "cost-effective" card can indeed show the sincerity of the enterprise, but this move will have a better effect on brands with a wide audience.

Take Evergrande's first production car, Hengchi 5, as an example. Hengchi sells only 179000 yuan in price, but it is equipped with 115 configurations such as triple screen and intelligent driving system, which is actually higher than Yadisong PLUS in terms of configuration level.

But why did Hengchi 5 "turn over"? The main reason is the lack of brand influence in the auto market. Cars are a large amount of consumer goods, and today's consumers are more likely to choose products with high brand awareness. As in mid-October, Weimar was exposed that the car system failed, although it only affected a few days, but it was enough to make many Weima owners feel alarmed.

For the new brand, the requirements of consumers will only be more stringent. Nowadays, the most important goal of long voyage cars is to squeeze into the second echelon of the new power camp.

This article comes from the official account of Wechat: ID:dianchetong233. The author: Eagle.

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