Text: Shanghai Ayi
Why is the return of 212 just in time? Because China's off-road era has ushered in a new climax.
And this time, this off-road climax is no longer set off by Jeep or Land Rover brands, and more often the rising Chinese brands have become the dominant players in the new off-road era.
There is nothing wrong with this, as long as the off-road is hard enough, as long as it is stable enough, as long as it is strong enough, it is all the solution ideas. At this time, people began to miss the return of an off-road vehicle belonging to the Chinese themselves - 212.
The re-starting 212, as a legendary representative of China's off-road vehicle system, naturally won this opportunity.
But what is even more gratifying is that this opportunity is not only an opportunity to compete on an equal footing, but even to a large extent, an opportunity for 212 to have an advantage in the competition of the same level of market.
The logic is very simple, those who engage in pure electric new energy cannot solve the problem of energy replenishment anxiety in the wilderness environment; Those who engage in traditional energy do not use non-load-bearing bodies, which is not tough enough. Of course, there are also hybrid routes, in fact, there is no way to solve the problem, after solving the problem of range anxiety, should we make the car more rigid while improving the intelligent experience?
Therefore, it is purely the core idea to solve all problems, and it is also the only solution that 212 may win the competition.
Hardcore, what exactly should it be
Having said so much, we are all thinking, hard-core, what should it be?
In a bygone era, the core symbol of hardcore was a large shaft and three locks. This is the criterion for judging whether a car can continue to move forward where there is no road.
Of course, pure electric and hybrid are also indicators that must be referenced. Times are different, and technology will also have some changes.
Therefore, we will see that the 212 brand has a new professional off-road platform - WY platform. With this platform, the new 212 off-road vehicle can be compatible with both traditional fuel and hybrid energy forms.
And as we just said, there is always a lack of technology between the various types of hardcore off-road vehicles, which does not happen with the all-new 212 model. To put it simply, you can find a non-load-bearing body, a front and rear five-link integral bridge suspension structure, and a time-sharing four-wheel drive system.
From the perspective of basic conditions, this is a product that gathers all the cognitions of people in the current era of hard-core off-road vehicles. It can even be summarized as the only off-road vehicle in China's independent car brands that integrates these configurations; It is the first off-road vehicle in the domestic market that has a front and rear hard axle, but is compatible with a hybrid system.
Overall, you can understand it as a product that can output a maximum torque of 410N·m, has 40° and 36° approach and departure angles, and a maximum wading depth of 850mm; As well as a hard-core off-road vehicle equipped with front and rear electronically controlled limited-slip differential locks, after switching to 4H mode, the front and rear can continuously distribute the driving force of 50:50, and the 4L mode can amplify the torque by 2.5 times.
For hardcore off-road enthusiasts, what you want, what the times want, can be provided all at once. That's why I say that the all-new 212 is fully capable of taking advantage of the current hardcore off-road vehicle melee. In terms of positioning, as well as the matching technical characteristics and platform research and development, the 212 brand has aimed at the direction of the development of the times, and has tried its best to meet all the new and old, hard-core off-road expectations.
Therefore, a new question arises: what kind of status will the almost all-encompassing 212 gain in the market?
Spiritual identity and value identity
In fact, if any product, especially automobile products, wants to gain a foothold in the market and even win greater success, the conditions to be met are the spiritual identity of the brand and the value identity of the product.
What we just talked about, about the overall positioning of the new 212 model and the direction of technology promotion, is actually a very important part of the value recognition of the product.
More often, when people start to want to choose a car, more weight in the choice is the recognition of the car brand. At this point, in fact, only 212 has the brand value and historical accumulation that Chinese consumers can get.
For a long time, 212 was all Chinese knew about off-road vehicles. In an era when the concept of brand and model is not clear, 212 represents a symbol of hard off-road, covering all people's cognition of this type of model. Even the corrective time of this concept is not too long.
And as for the imprint that the 212 should exist, it will inevitably exist on the new model of the 212. This time, in addition to the innovative structural design, the efficient off-road configuration that keeps pace with the times, and the front-end powertrain, the 212 classic "one arch, two circles, three horizontals, and four verticals" design genes can make you understand in an instant what kind of car this is and what its origin is; What kind of experience can make the past that remains in it continue to generate value and continue to add value - this is what the new 212 model needs to achieve.
I just talked about the value of product technology and direction, which to a large extent reflects a very important part of value recognition. The other part is reflected in the market price.
Obviously, the product power of this 212 new model is not the same as "it used to be", and the market competition environment has also undergone earth-shaking changes, how to price is now the biggest problem faced by 212, but this does not affect our bold guess, comprehensive market pricing of similar models, 212 new models set at 150,000-200,000 yuan may be a competitive range.
Aside from the price range of 400,000-500,000 yuan like Jeep and Land Rover that we just mentioned, even if there are lower-priced products in the future, it is obvious that they will not be able to quickly cut into this price range.
More importantly, the lower threshold, stronger performance, and wider scalability will help young users who want to enter the hardcore off-road market to anchor. Don't underestimate this anchor, when users choose the same type of product and think of 212 for the first time, then its identity will naturally begin to change from a new entrant in the market to a market leader.
prospects, but also related to commitments
From the product form, to the market prospects, brand accumulation, to the possible price range, the 212 brand is basically fully prepared. And the goal is not just to launch a hardcore off-road vehicle. Taking it a step further, it is a brand that is expected to become a national off-road vehicle.
If we talk about the market prospects, just as mentioned earlier, it already has enough capital to succeed.
If we want to go further, what needs to be strengthened for success, it may be the commitment of the brand, and the confidence given to the market.
At present, the 212 brand has given users who pay a deposit of 1,212 yuan, and can enjoy a car purchase deduction worth 3,000 yuan, and implement a lifetime warranty service for the engine and gearbox for the first owner. In other words, the quality commitment and guarantee of the user's follow-up car have been put in place.
At the same time, together with the warranty terms, there are 5,000 yuan optional fund, trailer package (including traction qualification, trailer square mouth and trailer power port) and a set of 1:64 212 alloy car model suit.
Obviously, the official sufficient after-sales terms will complete the last piece of the puzzle for users to buy the new 212 model.
From a more macro and three-dimensional point of view, all the things that should be taken into account, the 212 brand has been considered. And as long as all of this is done, then we have no reason not to be optimistic about the market prospects of the new 212 model.