In the camp of luxury brands, Mercedes-Benz, BMW and Audi are the first-class luxury brands in the domestic market and even in the world. There are countless brands with better branding effects and better interior materials, especially in the Chinese market. Most consumers who want to buy a car with some face needs will effectively consider BBA when choosing a luxury brand.
It can be seen from the monthly sales ranking of high-end SUVs released by the Passenger Car Association that Mercedes-Benz GLC, Audi Q5L, and BMW X3 are basically the top three with stable monthly sales. But there is another high-end SUV on the list, the Volvo XC60, with equally stable sales and being launched together every month. This luxury brand from Sweden did not do well in China in the early days, but now its market reputation and sales are increasing year by year, and more and more luxury car consumers are willing to choose Volvo.
In terms of brand influence, Volvo’s reputation and popularity in the domestic market are not as loud as BBA; but now, more and more consumers are beginning to recognize Volvo’s brand features and concepts, which has also become the Volvo brand An important reason for the growing sales.
The design of the Volvo XC60 is quite satisfactory among cars in its class. Although there are no outstanding design highlights, there are some recognizable family styles. The straight waterfall grille and the headlight shape officially named "Thor's Hammer" are all recognizable designs on Volvo XC60 and family models; citing elements from Nordic mythology really gives the product a more European feel color. The overall style of Volvo XC60 is more conservative and elegant than Mercedes-Benz.
Compared with Volvo’s interior design in earlier years, Volvo’s design style and aesthetics have indeed made great progress in recent years. In addition to the pure black interior color scheme, there are three two-color combinations: black/beige, black/amber, and black/brown. The decorative panel that runs through the center console can not only enrich the layering of the center control area, but also make the design of the passenger area less monotonous.
Of course, as a 300,000-level luxury SUV, the configuration coverage will naturally not be careless. A series of configurations such as an 8-inch LCD instrument are standard, and mid- to high-end models even provide a 12.3-inch full LCD instrument panel.
An important criterion for measuring luxury models is the materials used. In this regard, the performance of Volvo XC60 is definitely industry-leading. Large areas of leather wrapping and soft material coverage greatly enhance the texture of the car. In terms of vehicle seats, all vehicle seats are wrapped in Nappa leather, with standard 10-way adjustment of the upper front seats, which adds a lot of points to the riding comfort and seat wrapping.
Environmental protection is the brand concept pursued by Volvo, and in recent years, Volvo has indeed made great achievements in this field. In addition to using recyclable environmentally friendly materials in most cars, Volvo has also successively invested in "CLEANZONE clean cockpit" technology in its models, which can achieve zero odor standards for new cars. At the same time, under the 65-degree exposure test that is higher than the industry standard, the air quality and material stability in the car are also satisfactory. This makes Volvo models such as the XC60 the first choice for some consumers who take care of the elderly and children at home.
If environmental protection is Volvo’s brand concept, then driving safety is Volvo’s brand gene. Volvo's brand history has always been a process of pursuing higher vehicle safety factors. In 1959, Volvo engineers invented the three-point seat belt for automobiles and made the patent freely available; in 1966, the Volvo 144 was named "the safest vehicle in the world"; in 2002, a test dummy that simulated a pregnant woman was developed.
Nowadays, with the continuous upgrading of consumer consumption levels, many people want to buy a good car that they cannot afford. How to judge a good car, safety is definitely one of the indispensable and important criteria. Volvo, which claims to be at the forefront of driving safety, naturally coincides with this consumer's car buying philosophy.
Take the XC60 as an example. The vehicle has a very high starting point for safety configuration. 8 airbags, lane departure warning, lane keeping assist, fatigue driving warning, reversing image, and cruise control are all standard equipment. The basic unification of passive safety configurations also proves that Volvo attaches great importance to the driving safety of each of its vehicles.
As people pay more and more attention to vehicle safety in recent years, Chinese testing agencies such as the US IIHS, China Insurance Research Institute, and C-NCAP have also become unavoidable topics for many people when talking about safety. .
In the tests conducted by these institutions, the Volvo XC60 and other test models passed multiple safety tests including crash with excellent results.
According to the 25% frontal overlap crash test chart provided on the official website of the China Insurance Research Institute, the front of the vehicle was significantly deformed after the collision, but key positions such as the vehicle's A-pillars and door sills were not bent, which ensured the driver's safety. It also ensures life safety and allows drivers and passengers to have sufficient escape space after an accident. Looking from inside the car, all airbags deploy normally. The XC60 is equipped with knee airbags, which also provide good leg protection for front passengers.
Word of mouth is an important indicator that affects the choice of other potential customers. For domestic Volvo car owners, this "Volvo Life Miracle Club" may be the car owners' greatest affirmation of the brand. The car owners in the group have all experienced life-or-death car accidents, and their vehicles have all reached scrap standards. The driver and passengers are still alive, re-electing Volvo owners. Seeing those models that were badly damaged in accidents, maybe you will be as lucky as me that we have a brand like Volvo, which still has a long way to go in terms of safety.
In addition to the concept of safety and environmental protection, I believe that what really attracts many potential customers to choose Volvo is the large terminal discount range of vehicles. From the sales side, we learned that the XC60 currently has a large cash discount of 60,000 yuan. The actual bare car price after the discount for the entry-level model with a guide price of 362,900 yuan is only 302,900 yuan, while the discount for mid-to-high-end models is as high as 78,000 yuan.
The main product is the T5 four-wheel drive Zhiyuan Deluxe Edition (guide price: 419,900 yuan). After the discount, the naked car price is only 341,900 yuan. Including purchase tax, commercial insurance and a series of subsequent expenses, the actual landing price is even less than 400,000 yuan. The pricing of the XC60 is obviously more sincere than similar models such as the Audi Q5L and BMW X3.
If buying a car with a loan, most consumers of such high-priced models will choose a 48-term (4-year) loan with a down payment of 30%. After calculation, the down payment for Volvo XC60 is 102,570 yuan, and the monthly loan amount is 5,485 yuan. If you choose the 36-term (3-year) option with higher financial capacity, the monthly loan amount is 7,146 yuan.
Compared with BBA, Volvo does not have outstanding brand influence; but Volvo, which takes environmental protection and safety as its concept, has indeed made outstanding achievements in its own areas of advantage. Especially in terms of safety, due to the increase in domestic car ownership, social road conditions are becoming more and more complex. Compared with the so-called brand effect and driving experience, more and more people are willing to spend money on safety and health. This is why Volvo is gradually accepted and loved by more consumers in China.
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