Qjie M9 is set to break 60,000, and it only takes 86 days to kill BMW X5, and the domestic high-end has finally become?

On March 22, Wenjie officially announced that the large order for the new car Wenjie M9 has exceeded 60,000 units.

This result was both expected and unexpected. It is expected, in fact, it can be seen from the order curve, the order broke 40,000 on February 2, the order broke 50,000 on February 29, and the order broke 60,000 on March 22.

It is unexpected, this is a 500,000-level luxury SUV, and it took only 86 days from the launch to the 60,000-level order. The BMW X5 sold 94,000 units last year, which is already a far ahead of the 500,000 level, and there is no doubt that Wenjie will easily refresh this result this year. All luxury brands are question mark faces: "What about playing"?

How did the M9 counterattack the BMW X5?

(1) The empire of luxury brands has been broken?

In the automotive industry, luxury brands have always been the first choice for more than 500,000 people to buy a car. Their position in the global automotive market, as well as the recognition of the brand, has become a symbol of status and status.

Down, ordinary brands such as Toyota and Volkswagen cannot threaten their status, and upwards, ultra-luxury brands such as Porsche and Maserati are limited.

Let's put it this way, the three cars with the highest sales in the 500,000 class are the Audi A6L, Mercedes-Benz E-Class and BMW 5 Series, the three classic C-class sedans. Then there are the BMW X5 and Mercedes-Benz GLE two luxury SUVs, which are basically not sold. Even classic models such as Volvo XC90 and Lexus RX can only be said to be able to take a piece of the pie.

And the BMW X5 can be said to belong to the kind of model that is destined to sell well. This model, which will only be produced in China in 2022, has already made a reputation for imports. Localization not only reduces the price, but also lengthens and optimizes the space.

After all, for people who originally spent 650,000 yuan to buy a car, suddenly they only need to spend 550,000 yuan, and the space is larger and the maintenance cost is lower. The sacrifice is only the so-called import identity, and today's domestic quality has long been inferior to imports, and it is not difficult to make such a choice.

This is also the consistent way of luxury brands, first to establish an image by word of mouth, and then to reduce the price to the psychological expectations of users to begin to harvest, this trick can be said to be tried and tested. According to the previous routine, the next step may be the domestic production of GLE, attracting another wave of customers, and then Audi's similar models coming in, until the luxury brand completely occupies the 500,000-level SUV market.

The emergence of the M9 has changed this, as a rising star, it actually killed the BMW X5 directly, such an achievement is undoubtedly unprecedented. Perhaps Mercedes-Benz will also start to examine whether to promote the domestic production of GLE step by step. Or how many markets are there for this car at this time.

(2) Saturation strike, a new way to play the world

In the past, there have also been car companies that have tried to challenge the status of luxury brands. Volkswagen once launched a luxury sedan Phaeton, equipped with a W12 engine that is rare in the world's sedans, and the configuration is also impeccable, but in the end it was unfortunately discontinued.

The reason is also simple, Phaeton does achieve the top level in all aspects, but it does not have the advantage of overpowering the luxury brand. Compared with the S-class and the 7 series, the winner is nothing more than the Phaeton is cheaper, but this is not enough to impress the market.

The emergence of the M9 has created a new way to play, that is, "saturation strike".

In addition to the first mover at the brand level, the biggest advantage is actually three points, that is, configuration, quality and driving pleasure.

Each of these three has its own focus, Mercedes-Benz is the main quality, especially in the luxury construction, far ahead of the competition, BMW is the main driving pleasure, its power performance and tuning have always been the favorite of car fans, as for Audi, is the pioneer of technology, including the early play of smart headlights. Of course, in addition to what they are good at, they don't have much shortcomings in other fields, and their overall strength is quite strong.

The emergence of the M9 has come to a comprehensive wave of "straight overtaking". In terms of luxury construction, the front side of the body of the M9 uses the "skyline" design, which divides the entire body into two, and with the collision aesthetics of the upper and lower color separation, it looks slender and has a sense of luxury atmosphere. The horizontal water tangent design also allows the cockpit of the new car to have a perfect field of vision, and the "lighting rate" of the whole cabin has reached 80%, and the overall atmosphere is not inferior to Mercedes-Benz.

In terms of handling, the M9 not only has a powerful dual motor, but also uses an all-aluminum alloy chassis, which reduces the weight by 30% compared with the traditional steel chassis, and truly makes the "big car better to drive", not to mention the fact that the world also has the Tuling intelligent chassis, which is a big killer. The new car integrates CDC electronically controlled shock absorbers with the ADS system, and the entire chassis adjustment becomes active, so that the torque vectoring can be controlled more precisely.

As for the configuration, the M9 has Hongmeng 4 intelligent cockpit, ADS 2.0 intelligent driving system, the new HUAWEI SOUND 2.0 audio, and the smart lights that allow users to "turn on the high beam with confidence". In comparison, let alone Audi, looking at the entire automotive industry, it is difficult for any car company to wrestle with the world in this plane.

It is this kind of "saturation strike" that made the M9 successfully out of the circle, and finally formed a word-of-mouth effect. Since then, the empire of luxury brands has been shaken.

(3) Xpeng plus ideals, asking the world to define a new way to play

Although the first quarter has not yet ended, it has become a sure thing that the world will exceed the ideal and become the sales champion of the new force. From the point of view of sales, the question world is actually close to Tesla, and in addition to BYD, it is actually a number of traditional car companies such as luxury brands.

From the launch of the new M7 in the second half of last year, to the current boom, the rise of the world is too fast. In the view of Kung Fu Motors, its greatest success is to absorb the advantages of the two new forces of Xiaopeng and Ideal.

At the 2023 Electric Vehicle 100 Forum just past, Yu Chengdong mentioned that the best domestic car manufacturers in the field of intelligent driving in the past were Xiaopeng, and Huawei rewrote the industry after it came.

What Yu Chengdong didn't mention is,The existence of Xiaopeng has proved that it is possible to make breakthroughs in technology and intelligence,Once XiaopengP7The hot sales are proof,This is also the reason why the question world has firmly taken the technical route from the beginning。

And making the car bigger and stronger, doing our best in configuration, is the ideal idea. The success of the new M7 is largely a replication of the ideal routine, the whole system is equipped with four aviation seats as standard, and the large screen and seat massage are fully equipped with a full system, and it broke out directly.

On the one hand, the full configuration, on the other hand, the leading technology, coupled with the excellent marketing radiation ability, have made Wenjie the biggest new force dark horse, and even a dark horse that can already wrestle with first-line car companies like Tesla.

(4) Kung Fu shooting

A few days ago, Wenjie also announced an important data, although the starting price is 469,800, but the average price of Wenjie M9 has exceeded 550,000 (top 569,800), because 80%-90% are top matches. This also shows that in the hearts of users at this level, the M9 is not too expensive, but too "cheap", and this wave of "saturation strikes" is really a great success.

Compared with the previous rival idealL9,WenjieM9Not only the refrigerator and color TV and other new three major items"In the bag",It also adds a projector、Desk、Housekeeper and other configurations。 Compared with the traditional BMW X5 and Mercedes-Benz GLE, it can achieve all-round suppression.

The luxury car market, which has been dormant for decades, may be time for a change.