Recently, a heartbreaking thing happened to the editor. The author’s hometown bought a certain Chinese brand for more than a year, with a mileage of less than 11,000 kilometers and an original price of more than 70,000 yuan. I want to sell sedan products, but the price of a second-hand car is less than 35,000, which really makes me heartbroken. Another second-hand 2.7L Prado that the editor has coveted for a long time has a new car guide price of about 420,000 and was launched in 2012. After running 60,000 kilometers, the current price of a second-hand car online is still 360,000. Although the difference is not very big in terms of price difference, if converted into depreciation rate or value preservation rate, then this Prado with 60,000 kilometers is obviously many times better than the domestic compact car with more than 10,000 kilometers from home! So the question is, why is the second-hand value retention rate of our Chinese brand products so low? Compared with joint venture products, what is the gap?

For current Chinese brands, in terms of product quality and There is still a big gap between joint venture products, even products with similar prices. Some friends may have said, don’t you always praise the progress and achievements of Chinese brands? Why are you pouring cold water on them again? Yes, although Chinese brands have made great progress, this progress is still limited to Partially, that is to say, those in the first-line lineup of Chinese brands, while the overall level of most Chinese brand products is still not optimistic. On the other hand, the rise of Chinese brands has also happened in the past year or two. From the perspective of second-hand cars, this progress or strengthening has not yet contributed to the value retention rate of second-hand cars. Excellent products like Geely Borui have not yet When it comes to second-hand conversion, this is currently an embarrassing situation that Chinese brands encounter in the second-hand car field. After all, when product quality is not generally recognized, it is a problem for second-hand car buyers. existence of risks. This is also the reason why our car encountered such a cut-off price with a fraction of the price.

We don’t want to use Prado here to compare with our product under 100,000. There is no comparison. In fact, even if the price is similar to many new cars, second-hand Chinese brand products are generally at a disadvantage. of. Under normal circumstances, when the prices are comparable, Chinese brand products must have an absolute advantage in terms of configuration, which is also one of the main advantages of Chinese brands. However, in terms of product reliability, those with shabby configurations are too shabby to take a look at. Joint venture products are indeed conscientious in terms of reliability. The compact car we are about to sell has already experienced abnormal body noises, exhaust pipes falling off, etc. after 10,000 kilometers, and even the air conditioner blew dirt into the car. However, the Hyundai Reina next door, which is priced about the same, although equipped with It's shabby, but after driving for 20,000 to 30,000 kilometers, the driving experience remains unchanged. It's not much different from a new car. That's the difference. Some products of Chinese brands seem to have forgotten their original intentions and reliability in the competition of price war and cost-effectiveness.

In addition to product quality, I think the rest is brand influence or people's inherent perception of the brand. So let’s go back to the Prado. For products such as the Prado and Land Cruiser, people generally have the impression that this thing doesn’t break down (this is not a hard advertisement. Who said I would block the door at home if I recharge)? The main reason why we covet the Prado is that it is durable and reliable. Otherwise, with only 2.7L weak power and such a high price, who would like it. We have even seen the 1988 Land Cruiser still on the road, so for a Prado that has run more than 60,000 kilometers, we are confident that it will run another four or five 60,000 kilometers, and we will take action at that time. Perhaps the degree of discount may not be as large as that of many Chinese brand products with 60,000 kilometers.

This is the main impression that the Toyota brand gives us, and many Chinese brands obviously do not have such a bonus. In the eyes of many friends, the overall evaluation of Chinese brands is not very high, even if there are star cars such as Geely, Changan, and BYD Enterprises, the overall impression of Chinese brands is that they are low-priced and have high-end configurations. However, after driving for two years, a series of problems will appear. The competitiveness of selling used cars as second-hand cars is very weak. This is also the crux of the embarrassment of Chinese brand used cars. location.

The last difference is the price. For many Chinese products, especially those that are not very popular, there will be a relatively large discount after being on the market for a period of time. At the end of the product cycle, This kind of discount is generally beyond our imagination, so when you want to buy in advance, the advantages of new cars are obviously more obvious than used cars. For many popular joint venture brand products, there is little possibility of price reduction within one or two years after they are launched. As long as the price is not increased, they are already very popular. Products with limited production capacity, such as the Highlander and the tenth-generation Civic, Price increases or delays in picking up cars are happening almost everywhere. For these products, it is difficult to expect how much surprise prices their second-hand cars will have. This is in sharp contrast to many Chinese brand products. Maybe in a few years, there will be Chinese brand products. You can also enjoy such benefits.

From the launch of a Chinese brand product in our hometown, we have seen some unresolved problems of Chinese brands. When reflected on second-hand cars, it becomes even more obvious. Compared with joint venture brand products, The deep-seated gap has been further exposed, but we have not lost confidence in Chinese brands because of this. After all, Chinese brands are still making progress!