I remember the first time I listened to this song "Alive" in my junior year of high school, when we were looking forward to the freedom of university life. After entering the society, I found that every lyric in the song is more like our inner monologue and life perception.
And "Why live?" It has also become a kind of motivation after self-torture, perhaps accepting the ordinary and living with dreams is the meaning of struggle.
But the jeep, which symbolized freedom, had not yet reached Mongolia and had lost its way. According to gazing automobile group's march production and sales report, its Jeep produced only 1 vehicle and sold 1 vehicle. Seeing that sales are deteriorating, it is time for domestic Jeep to plan its future direction.
Not humble
In fact, Jeep was very popular when it began localization in 2015. As the first model of GAC FCA, Liberty Light was popular in the market as soon as it was listed.
With the subsequent introduction of guides, free rangers and other models, GAC FCA ushered in a highlight moment in 2017, with annual sales of 179,900 units and 222,300 units in 2016 and 2017, respectively.
Unfortunately, the free light "machine throttle" incident in 2018 became one of the signals of a sharp decline in sales.
The sharp decline in brand image makes it difficult for domestic consumers to trust the brand again, and the bad reputation is directly reflected in sales. According to relevant data, GAC FCA's annual sales from 2018 to 2021 were 125,200 units, 73,900 units, 40,500 units and 20,100 units, respectively.
It was very depressing
Off-road feelings should have been jeep's most prominent advantage. The slogan "Not all jeeps, all called "Jeep" has successfully impressed thousands of consumers, and at the same time, the image of Jeep brand SUV experts has been deeply rooted in the hearts of the people.
However, after the brand was domestically produced, none of them could carry forward the "off-road", but instead conformed to the market demand and launched the city SUVs such as Guide, Free Light, and Free Hero. Even the shouted slogans are "new middle-class family SUV", "professional luxury SUV", etc., which are contrary to the original tough guy attributes.
In the face of an increasingly fierce market environment, many car companies have greatly shortened the cycle of model changeovers. The domestic Jeep is too slow to update the speed, and it is difficult to cope with the "fast pace" in the current market.
At the same time, for the Jeep brand, SUVs are all there is to it. Imagine if Jeep launched a sedan, how many people would pay for it? Therefore, this self-restraint also limits brand development. Then, making a fuss about SUV becomes the only way out.
I don't want that
Today, Jeep should realize that the era of paying for affection is gone. Standing on the cusp of change is both a challenge and an opportunity.
The current new energy market in the hardcore off-road model is almost blank, although the Wrangler 4xe driving texture has won the industry praise, but it has not been able to set off many waves in the market, the main reason is that the high price is difficult to impress consumers. If Jeep can launch a domestic new energy model, with feelings and off-road performance, it may be able to take the lead in the electric age.
In contrast, in the fuel vehicle market, the popularity of the tank 300 is hard to find for all to see, and many consumers regard it as a flat replacement of the Wrangler. Therefore, this shows that many people still have dreams, but they are "not too rich in their pockets". If Jeep can launch a more people-friendly off-road SUV or a domestic Wrangler, it also has the opportunity to break the status quo.
Therefore, shabby and new is the best way out for Jeep, otherwise it may be really difficult to "live".