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As far as Changan Automobile is concerned, UNI-V is naturally a good product with full sincerity, which is worth looking forward to;
But we would like to see that the independent and strong enterprises represented by Chang'an can persevere and take the lead in rushing upwards!
Changan Automobile's high-end product sequence - UNI's third model and first sedan product UNI-V is coming.
Recently, Changan Automobile held a Changan UNI-V global pre-sale conference with the theme of "The Rise of The Chinese System, Value Pilot" in the form of online + offline linkage.
Changan UNI-V opened pre-sale
With this UNI-V officially announced its debut, a total of 1.5T versions of 4 models were launched in the early stage of the new car, and the pre-sale price range was 108,900-13.19 million yuan.
01
The price is very real, still aiming at Lang Yi Xuan Yi Corolla
Entry 100,000 early, the top match is not more than 130,000, Changan Automobile vice president Ye Pei previously revealed on the debut of the new car, "the price must be sincere", it is real, not playing virtual.
Leju Automobile noticed that as soon as this price information came out, it quickly aroused the "climax" of some media and netizens, such as "must fire, big sell" and other arguments and predictions, pouring in.
In the author's opinion, based on the overall momentum of the Changan brand in recent years, especially the amazing product strength and super high cost performance of the UNI-V car, it is reasonable to make similar predictions and judgments.
This is a good sign, at least much stronger than the new car just debuted to attract a lot of complaints and disapproval, much stronger.
For example, last year's Changan blockbuster UNI series of fist products - UNI-K, the beginning was mixed up by the "elk test" incident, the result was very expected to become a conscience of the new hit, the horse lost its front hoof failed to turn over a big wave.
Of course, in retrospect, the factors that led to the failure of UNI-K to rush higher are manifold, but the so-called everything is difficult at the beginning, and it is exhausted again and again.
Being trapped in this huge controversial topic at the beginning is undoubtedly a major cause of the squid fire in its head.
02
Monthly sales can continue to maintain 5000+, that is, success
Back to today's protagonist UNI-K.
At present, there are not too many relevant information and reports on the Internet, and here I mainly talk about two points:
First, how to understand this "must fire and sell" that everyone is generally optimistic about?
In other words, what is the order of magnitude of UNI-K's monthly sales, which is considered a success and a big seller.
If we also refer to the previous standard of "monthly sales exceeding 10,000", or the joint venture brand compact star family car represented by Langyi, Xuanyi, Corolla, etc., with a monthly sales of 10,000 units, and a general monthly sales of 20,000 or 30,000 units, then it is obviously not appropriate.
After nearly three decades of rapid progress, the overall growth rate of China's auto market has slowed down rapidly, and the main tone has changed from the incremental market in the past to the stock market. The competition in each market segment should not be too fierce, and it is seriously involuted;
The second Langyi Xuanyi Corolla has been debuting for many years, and has experienced generation after generation of renewal and word-of-mouth accumulation, whether it is brand or model appeal, which is definitely not comparable to Changan UNI-K.
Therefore, this criterion for evaluating success cannot be generalized!
This is like many new power manufacturers now, the annual sales are only a few tens of thousands of vehicles, but it is enough to let the traditional large factories with annual sales of hundreds of thousands, or even millions of vehicles, do it to Alexandria.
Leju Automobile believes that the monthly sales of UNI-K rushed to more than 10,000 units (especially the release of the cumulative order volume at the beginning), and it continued to maintain monthly sales of more than 5,000 or even 6,000 units for a long time, which is a great success.
In fact, looking at the domestic market in recent years, such as MG MG 6, Lynk & Co 03/03+, Trumpchi Shadow Leopard, etc., the representative models of the main sports family car can maintain monthly sales for a long time at this magnitude, and there are not many players.
Therefore, it is better to break through ten thousand, or even 20,000 or 30,000, but it is even more rare to be sustainable and durable.
03
Half a step higher than Ruicheng CC, the road to high-end Chang'an seeks stability
Second, through the new UNI-V product, how to look at and understand Changan's high-end and brand upwards?
As we all know, the launch of this new product series of UNI at the beginning carried the burden of Changan V standard brand upwards.
Zhu Huarong (right), chairman of Changan Automobile, has repeatedly endorsed UNI
Because for Independent brands such as Changan, the channel to open the high-end brand is nothing more than two: the field of fuel vehicles takes "intelligent and scientific and technological brand" as a breakthrough, and then there is a new track for high-end electric vehicles.
In fact, from the perspective of the ruling strategy of Zhu Huarong's leadership team, it is also a very pragmatic and steady style, launching a UNI high-end product sequence in the field of fuel vehicles, and cooperating with strategic partners such as Huawei Ningde Times in the field of electrification to create the Avita brand.
Therefore, although the UNI series products are still hanging V standards, Changan Automobile will take the lead in applying its latest intelligent "black technology" configuration to the UNI series products.
To some extent, whether internally or externally, Changan has also been trying to create a "high-end" image of the UNI sequence. It even re-built and built a set of ecological gameplay and service systems for UNI.
UNI-T as the first product to take the lead, the tone of the high publicity was also very hard, the final pricing level is very conservative and restrained, is still the same as the Changan brand of the same level of products locked in the price of 10-15 million yuan, can also be understood.
After all, everything is difficult at the beginning, Changan hopes that UNI's first car will become a blockbuster, and has extremely high expectations for sales, so the pricing must be restrained and restrained.
UNI Sequence Three Musketeers
Time has also proved that Chang'an's pragmatic and restrained pricing strategy has achieved results in UNI-T, and the new car has been a hit and the red moon sales have continuously exceeded 10,000, becoming a weapon for breaking the UNI sequence.
But to be honest, although UNI-T has sold fire and achieved great success at the sales level, it is very limited in pulling the upward pull of the Changan V standard brand.
More like doing increments with the CS series, 1+1> 1.5 is at least not a problem.
With the success of UNI-T's first battle, Changan is obviously more bold and open on the second product of the UNI sequence, UNI-K.
UNI-K, which is positioned as a large five-seat SUV, finally put the price into the price hinterland of the joint venture brand, and the pricing strategy of 153,900 to 184,900 yuan allows the outside world to see the determination and boldness of the Changan V standard brand upwards.
Can no longer continue to stay in 150,000 yuan or even within, and the CS series continues to "inner volume", upward breakthrough and joint venture brand close hand-to-hand combat, is the original intention and mission of the UNI series.
However, due to various reasons, UNI-K failed to continue the momentum of UNI-T, which more or less hit Changan's strategy and determination to position the V standard and brand upwards.
Ye Pei, Executive Vice President of Changan Automobile (left)
When it came to the third model UNI-V, whether it was the positioning of the product itself or the pricing strategy finally given, it still returned to the conservative way of playing at the time of UNI-T.
It is better to have a big success in sales than to blindly pursue a breakthrough in the brand premium level.
After all, compared with the A+ grade product Ruicheng CC in the V standard system, UNI-V is highly overlapping in terms of the level positioning or pre-sale price of the product itself.
Of course, considering that UNI-V may push the 2.0T version of the model in the future, at most it is a half step up.
Le Tease Observation:
It must be pointed out that as far as Changan Automobile is concerned, UNI-V is naturally a good product with full sincerity, which is worth looking forward to.
Combined with the current product strength and cost performance, UNI-V hot sales is a high probability event, and the monthly sales volume is several times higher than that of UNI-K.
It's just that the situation in the field of fuel vehicles in Changan in recent years has been very good, the SUV family represented by CS75PLUS as the core, and the Yidong family of the sedan product line have sold quite well, and the brother brand Auchan has also bucked the trend and √
The outside world naturally has higher expectations for independent leading car companies such as Changan!
Take the UNI series, it is definitely hoped that Changan will put more energy and resources on the dimension of brand upwards, and firmly lead its own brands to launch a charge towards the joint venture.
100,000-150,000 yuan price of A-class, A+ class family cars, UNI-V more than one is not much more than one.
Moreover, in this segment, Chang'an already has the Evergreen Yidong family, even if you want to cut into the sports segment, you can also expand in the Yidong product line.
What Leju Automobile is more looking forward to is that Changan can take the high-end product sequence of UNI as an opportunity to re-enter the B-class car market segment, even if the B-class car products priced in the price range of 140,000-180,000 yuan are also quite uplifting.
But UNI-V from the beginning, it seems to position itself in the same A+ level as Ruicheng CC, to know that the first generation of ruicheng CC before the ruicheng product - Ruicheng, according to the standards of the year, is to enter the B-class car market segment.
Although the road to brand upward is full of thorns and challenges, we still hope that Changan, Great Wall, Geely and other head car companies can persevere and take the lead in rushing upwards.
"The rise of the Chinese system, the value pilot", upward, upward, upward!