The SUV market is becoming increasingly saturated, and various manufacturers are finding new ways to do so, which is why there was an explosion of Coupe SUVs in 2019. In 2019, coupe SUVs such as Geely Xingyue, Haval F7x, Changan CS85 COUPE, Touron X, etc. appeared on the market. However, as expected, the sales performance of these cars is mediocre. Why is this? Today the professor will explain it to you from the perspective of consumers.

The Coupe SUV was very popular during its launch, and the professor received a lot of inquiries about them in the background. But judging from actual sales, Coupe? SUV is not considered a success. Their sales volume is only about one-tenth of that of mainstream SUVs.

For example, the Geely Xingyue car. On the eve of its launch, some media reported that this car is equipped with a 2.0T turbocharged engine + 8AT automatic transmission, and has the performance of breaking 100 mph in 6.8 seconds, which has attracted the attention of a large number of fans. During that time, professors received a large number of inquiries every day. It can be seen that its attention is not low, but in the end, Geely Xingyue's total sales volume was only 23,944 units, including 11,714 new energy vehicles. But the Boyue of the same brand sold 232,327 units last year, almost ten times as much.

Why is there such a big difference? There are just a few things to think about:

The first level: price

If this type of car can get a lot of attention before it goes on the market, it proves that the strength of their products is recognized. But after it went on the market, the number of people buying it was not directly proportional to the attention. The first factor that cannot be avoided is price.

Coupe SUVs are often more expensive than family SUVs of the same class. The big price difference is like between Xingyue and Boyue, which reaches 20,000-30,000, and the small price difference is like between Haval F7 and F7x. , only a few thousand yuan. The only special ones are Touron X and Touron. This is because Touron X is smaller in size and has two fewer seats.

The size of this price difference depends entirely on the difference between the coupe SUV and the same level of family cars. The greater the difference, the greater the price difference. Models such as Xingyue, CS85 COUPE and Fengguang ix5, which are not much similar to our own family SUVs, require re-development and mold manufacturing, and the market sales are not expected to be high, so the prices will naturally be higher. For models like Haval F7x and Touron X, which only have a side body changed from the original version, their cost will not increase too much, and the price will naturally not be too expensive.

However, whether it is much more expensive or not much more expensive, the pricing of Coupe SUV will create a psychological phenomenon that it is difficult to buy. Just imagine, when you come to a 4S store and see a Coupe SUV and a family SUV of the same level at the same time. With the same configuration, the Coupe SUV is 20,000-30,000 to 30,000 more expensive. Although you think the Coupe version is really handsome, but when you think about it, When paying for a credit card every month, I turn around and choose a family SUV. And that Coupe SUV, which costs several thousand yuan, only slightly changes its appearance, and feels even less worth it.

Second Level: Ride

If you really don’t lack that little money and really like the appearance of the Coupe SUV, then you can enter the next step of the experience in the 4S store. Due to the fastback roof of the Coupe SUV, the vertical space in the rear row is bound to be compressed. Please note that the vertical space mentioned here refers to the space from the floor to the roof.

In order for passengers to sit comfortably, the headroom in the rear row must be guaranteed, which refers to the distance from the rear seat cushion to the ceiling. There are two ways to ensure headroom. One is to create a hollow design on the roof, and the other is to lower the height of the rear seat cushions. On the Coupe SUV, both designs will appear at the same time.

If the height of the rear seat cushion is lowered, a person over 1.7 meters tall will have his thighs hanging in the air, just like sitting on a small bench. This design will affect the comfort of the rear row, and lowering the sitting posture will make the view of the rear row more oppressive. In many cases, Coupe SUVs are defeated by the static experience of 4S stores.

The third level: performance

However, now that it’s here, most people’s mentality is that they might as well give it a test drive. An important reason why Coupe SUV can attract the attention of a wave of young people lies in its dynamic appearance.

The fastback shape conforms to the characteristics of aerodynamics and low wind resistance, and is a common design of performance cars, so the Coupe SUV with this design naturally associates it with sports.

As a result, you will feel during the test drive that the power of the sports SUV in your mind is really not as sporty as you imagined. If you also test drive the home version with the same power, you will find that their power is almost the same. At best, Coupe SUV can only give you the enjoyment of simulated engine sound.

This is because most Coupe SUVs produced in China are not equipped with a specially tuned engine. The same engines that can be used in Coupe SUVs can also be found in family SUVs.

In China, modification involving power is an illegal matter, and the related modification business is not big under the policy. Modification factories only work on a small scale, and naturally they will not have money or skills. Strict emissions, durability and other aspects of testing are required. Therefore, even if they want to turn AMG, which was originally a tuning factory, into a regular company like Mercedes-Benz, domestic manufacturers will not be able to find a suitable candidate. So I can only choose the taller one among the short ones and equip it with my best engine, regardless of whether it is more sporty.

The fourth level: Value preservation rate

After passing the three levels, you will comfort yourself that your financial strength is not bad, and you can accept spending tens of thousands more. Currently, you are taking a car People don't use the back row very often, the power is enough for them, and the most important thing is to draw wind. Just when you are about to swipe your card to pay, someone suddenly asks you, what car do you plan to replace in 5 years?

At this time, you may have turned over countless car models in your mind. However, one thing you will think of at this moment is whether it will be easy to sell this car in 5 years and what is its value retention rate. Then you will find that it is difficult to sell this type of model. If you force the sale, you will have to be ripped off by the second-hand car dealer. The money that could have been used as a down payment for the 3 Series has become the down payment for the 1 Series.

It can be seen that if you look at models such as Coupe SUVs from the perspective of an ordinary Chinese consumer, you have to go through five hurdles and six generals before you can make up your mind to buy this type of SUV. Therefore, Coupe SUV is currently not suitable for the general public in China. It is more suitable for the second generation of the middle class. They have cars at home and do not have high space requirements for the vehicle. They require that the appearance of the car must be stylish and unique. The Coupe SUV can just meet their requirements. Therefore, whether the sales of Coupe SUVs are good or not is largely determined by the ability of the second-generation middle class.

Of course, judging from the development of the times, existence is reasonable. Car companies are not stupid and will not spend such a large cost to produce unprofitable models for no reason. Judging from the current Chinese automobile consumer market, it is still in the primary-intermediate stage, and consumers are getting younger and younger. In a few years, perhaps this type of personalized models will explode. At that point, whoever seizes the Coupe SUV market first will have more say. After all, haven’t the sales of new energy vehicles, which have always been underappreciated by people, risen sharply?

This article comes from Professor Wanche, the author of Yichehao. The copyright belongs to the author. Please contact the author for any form of reprinting. The content only represents the author's opinion and has nothing to do with Bitauto